Priest Refresh Austin


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Annette Priest discusses the different types of information and metrics that can be used to gain a better understanding of how metrics can provide insight into the usability of your Web site so you can determine what works and what needs to be improved.

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  • Priest Refresh Austin

    1. 1. Draw a True Picture of Usability by Combining Various Data Sources Annette Priest
    2. 2. What do YOU do? <ul><li>Graphic Design </li></ul><ul><li>Information Architecture </li></ul><ul><li>Development / Coding </li></ul><ul><li>Usability / UX </li></ul><ul><li>QA / Testing </li></ul><ul><li>Business Analyst </li></ul><ul><li>Management </li></ul><ul><li>Marketing </li></ul>
    3. 3. “ Design is not a short-term fix. It's a long-term engagement that requires you to think about how design affects everything that touches the consumer – from product to packaging to marketing to retail to the take-home experience.” – Yves Behar
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    7. 7. Usability – The Standard “ The usability of an interface is a measure of the effectiveness, efficiency and satisfaction with which specified users can achieve specified goals in a particular environment with that interface.” -- ISO 13407
    8. 11. True pictures aren’t always pretty
    9. 13. Morville’s - 3 Circles of IA
    10. 14. Morville’s Facets of UX
    11. 15. Priest’s Facets of UX Measurement
    12. 16. Listening
    13. 17. User Needs Research
    14. 18. User Needs Research <ul><li>Observe and Model deep understanding of customer </li></ul><ul><li>Customer Experience </li></ul><ul><li>Customers believe that how easy it is to use the website has a direct correlation with how easy the purchased product will be to use. </li></ul><ul><li>Specific pain points </li></ul><ul><li>Customer’s thought process </li></ul><ul><li>Decision points </li></ul>Narrowing Competitive Choices Browsing Comparing Systems & Specs Configuring Cart & Checkout Confirm pc
    15. 19. Usability Testing
    16. 20. Usability Testing Effectiveness The accuracy and completeness with which specified users can achieve specified goals in particular environments. Efficiency The resources expended in relation to the accuracy and completeness of goals achieved. Satisfaction The comfort and acceptability of the work system to its users and other people affected by its use.
    17. 21. Metrics / Reporting <ul><li>404/ Error rates </li></ul><ul><li>Pages viewed per visit </li></ul><ul><li>Avg order value </li></ul><ul><li># of orders completed </li></ul><ul><li>Returning customers </li></ul><ul><li>Bounce rates </li></ul><ul><li>Conversion rates </li></ul><ul><li>Failed searches </li></ul><ul><li>Inquiries through other channels </li></ul>
    18. 22. Key metrics help answer important questions <ul><li>What’s your customer’s intent? </li></ul><ul><ul><li>Conversion rates and success ratios </li></ul></ul><ul><li>How likely are they to click? </li></ul><ul><ul><li>Exit ratios and single access ratios more deeply into the site </li></ul></ul><ul><li>What’s the online customer experience like? </li></ul><ul><ul><li>Satisfaction scores </li></ul></ul><ul><li>What’s your brand impact / awareness? </li></ul><ul><ul><li>Visitor retention rates </li></ul></ul><ul><li>Is it taking too long? </li></ul><ul><ul><li>Page load times compared to traffic volume indicate poor performance </li></ul></ul>
    19. 23. Beta / Multivariate Testing <ul><li>Offsets time-consuming “laboratory” work </li></ul><ul><li>Let’s user’s rule </li></ul>
    20. 24. Voice of the Customer <ul><li>Page level feedback </li></ul><ul><li>Targeted online experience surveys </li></ul><ul><li>Follow up surveys </li></ul><ul><li>Blog postings </li></ul><ul><li>Customer Satisfaction metrics </li></ul>
    21. 25. What customers are saying Verbatim Survey Responses “ I wanted to have the bluetooth technology for my computer and there was a compatibility problem with the software i had chosen... unfortunately I couldn’t rectify it because the version needed wasn’t listed “ “ said operating system was incompatible with options I had chosen (wanted TV tuner with XP Pro) would not let me choose another OS. Besides, I know it works because I already have it” “ Error checking is busted on XPS 210. I ask for Bluetooth . It says I have to choose an mouse option saying &quot;bluetooth package&quot; and then doesn't offer it on the mouse screen. Or I just couldn't find mouse options altogether. “ “ TV Tuner/Video Cart required Media Center XP, which was unavailable among Vista editions. “ “ Basic E520 computer has only 1 processor choice and not compatible memory upgrade.” Usability Majority of users didn’t understand compatibility messages and were unsure how to proceed. Though trial and error, some users discovered they must change their selections. Lost revenue and margin as some customers downgraded unnecessarily. A few users indicated they would give up and call for help or abandon their purchase process entirely. “ I'm not sure what to do at this point“ “ It was frustrating. By that point, I was saying ‘you know something I ain’t buying your server’ because I couldn't figure out exactly what it was trying to tell me what to do. “ &quot;There should have been something indicating what you would have to change to get that particular monitor&quot; Consistent feedback indicates need for improvement Data Verbatim categorization of e-Commerce “Most Negative Aspect of your Visit”
    22. 26. Analytics <ul><li>47% of larger companies monitor Web site performance to measure site usability but… </li></ul><ul><li>59% percent of the smaller companies do! </li></ul><ul><li> -Jupiter Research </li></ul><ul><li>Pathing </li></ul><ul><li>Use traffic and performance analyses to mine clickstream and monitor for performance degradation </li></ul>
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    25. 29. Metrics form a true picture <ul><li>Automated (A/B) testing offsets lab work </li></ul><ul><li>Customer satisfaction measurement </li></ul><ul><ul><li>ties VOC to clickstream and A/B testing </li></ul></ul><ul><li>Traffic and performance analyses </li></ul><ul><ul><li>mine clickstream and monitor performance </li></ul></ul><ul><li>Traditional usability principles keep you grounded </li></ul>
    27. 31. Web Analyst, M.D. <ul><li>Specialists excel in different areas </li></ul><ul><ul><li>Consult with your peers from different specialties </li></ul></ul><ul><li>Focus on the website’s health </li></ul><ul><li>Triage </li></ul><ul><li>Keep a full toolbox – the right tool for the job. </li></ul>
    28. 32. THANK YOU! <ul><li>[email_address] </li></ul><ul><li> </li></ul>
    29. 33. Resources <ul><li>Microsoft's Experimentation Platform </li></ul><ul><ul><li> </li></ul></ul><ul><li>Web Analytics Demystified </li></ul><ul><li> </li></ul><ul><li>eMetrics Summit </li></ul><ul><ul><li> </li></ul></ul>