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BBC Home Page User Research by UX Agency Keep It Usable
1. BBC Homepage
User Research & Redesign
by keepitusable.
Research Lead: Lisa Duddington
Design Lead: Ricardo Ortega
May 2012
2. Aim keepitusable.
Conduct user research to identify user behaviour, needs & wants.
Create design proposals to increase use of the homepage.
3. Process keepitusable.
User Research
Design Ideas
Focus Group
4. User Research keepitusable.
Method
• 10 users: 5 male, 5 female
• Ages 21-47
• All users of the BBC website
• Range of user types and current usage
• Mix of platforms: Web, Mobile, Tablet
• Semi-structured contextual research
• Qualitative one-on-one interviews
• Conducted in user’s home or place of work
6. User Research: Main Findings keepitusable.
All users who remembered the previous BBC Homepage preferred it
Reason: Increased learnability and familiarity
Grouping of items made them feel easier to find
and easier to distinguish between types of
content.
News was the most popular content amongst
our users. The old homepage was used to
access news content as opposed to the new
page where News content is bypassed.
7. User Research: Main Findings keepitusable.
Current Homepage as described by users
Simple
Easy
Clear
Formal
Trustworthy
Clinical
Bland
Boring
Interesting
8. User Research: Main Findings keepitusable.
Redesign - Seen as more modern and visual
People like the increased use of
imagery.
Not enough text for some users to
feel they’d want to click through.
Disliked the perceived lack of
content organisation.
“Why don’t they keep everything
in sections? All seems quite
random!”
9. User Research: Main Findings keepitusable.
Main problem: The BBC Homepage is “not aimed at me”
• None of the users currently use the
Homepage.
• No one could recollect ever clicking
on an image or link.
• They navigate via nav bar or saved
url.
“It focusses on things I don’t
really care about.
Too much sport, tv and radio”
“Grown up, formal, not for me,
not aimed at me”.
“Too little on there. Feels like it’s
aimed at older people”
10. User Research: Main Findings keepitusable.
Main problem: The BBC Homepage is “not aimed at me”
• Every person had different preferences and uses of the site. Some only ever used it
for one thing, eg. Business News.
• Sport was a very contentious category. People either loved it or hated it.
• Some users (women in particular) didn’t want to see any Sports related content.
• So, showing a mix of content on the Homepage dilutes the relevance of the
content to the user.
• Users have strong specific reasons for visiting the site and these should be more
highly supported for the page to become useful to its users.
11. User Research: Main Findings keepitusable.
Issue: Mixing media types doesn’t support user behaviour
“Would anyone browse that way?”
“Is it really appropriate to promote a 1 hour iPlayer program first thing in the
morning?”
All users said they mostly use the BBC site in short bursts of between 5 and 15 minutes.
Popular times were first thing in the morning, lunchtime and evening. Watching iPlayer was
clearly an evening activity whereas News was accessed throughout the day and often at work.
Think about: Showcasing different media types at different times of the day.
12. User Research: Main Findings keepitusable.
Social Network Integration
Split opinion amongst users.
Yes
Interested in what friends have read and what other people are saying about an
article.
No
Not interested. Too much social everywhere. Is it really suited to BBC?!
13. User Research: Main Findings keepitusable.
Understanding of content
9 of the 10 users struggled to describe the content on the homepage
• Content type was frequently mistaken.
• Correctly identified content took time to answer and users often looked to the
interviewer for confirmation, implying they weren’t confident of the accuracy of
their response.
“They’re all articles aren’t they?” “Key articles from each section”
“Food?” “What’s on the radio now” “What’s Knowledge?”
14. User Research: Main Findings keepitusable.
Navigation - Homepage Carousel
None of the users had ever navigated the Homepage carousel before.
Wide variety of user expectations. Responses included:
• Navigates the bottom tabs
• Navigates pages/sections
• Shows different content
• Shows more of the same content
• More news headlines
• No idea!
15. User Research: Main Findings keepitusable.
Personalisation
Some users uninterested and deemed this unnecessary.
Other users viewed it as vital:
“They have a duty to do this as we pay a TV license for this service”
and useful:
“Would feel more attached to it if I’d created it”
16. User Research: Main Findings keepitusable.
Personalisation
• All users wanted to be able to filter content they’d be interested in.
• People had very clear likes and dislikes.
• Users stated they would use the BBC site more frequently and for longer if it
presented information that interested them (seen as more useful).
17. Process keepitusable.
User Research
Design Ideas
Focus Group
18. Design Ideas keepitusable.
Design approach
Our approach is that the home page should be customisable based on users
interests.
All users very positive towards this concept. They saw it as helpful, interesting,
more personal.
19. Design Ideas keepitusable.
Home page Personalisation
• The very first time the user enters the BBC Home page, present them with the opportunity to multi-select high level categories of interest.
20. Design Ideas keepitusable.
My BBC
• This would fill the page with relevant and interesting content tailored to each individual user, encouraging exploration of new yet relevant content.
• Personalisation of content enables users to feel like it is their page. Naming of ‘My BBC’ very important for user acceptance.
• People should recognise something - as the page will be filled with content based on their interests.
• Grouping of similar content and use of colour would help to make content more recognisable and would aid ease of use.
21. Design Ideas keepitusable.
Language
• The language used should be less formal and appeal more to the audience, in particular the currently underserved audience, women.
• Weather could be made more helpful, fun and friendly by answering the questions people are really checking the weather for - ‘Do I need to take
my brolly with me today? How cold does it feel? Do I need a coat?’ Users responded enthusiastically to this design idea!
22. Design Ideas: User flow - encouraging exploration and knowledge keepitusable.
Aim:
To Increase engagement, exploration and a state of flow
(losing track of time)
• Increased use of visual images, however some text is
required to make sense of the content.
• Displayed to the side and end of BBC content,
encouraging further exploration of both similar and new
content.
• Based upon users pre-selected categories that interest
them (from their choices on the homepage)
• Home page > News article > Related News article >
Related content > Related article > > >
• Aim is to keep the user navigating from one thing to the
next as they keep discovering new interesting things.
• Exploration becomes fun, rewarding and satisfying.
• Each main page, eg, Food, would have a button to add to
My BBC (homepage)
23. Design Ideas keepitusable.
Intelligence
• Based on the user’s behaviour, the site learns what the user likes.
• Suggests content you may like based on your previous interaction.
• Pushes content to you to make it easier to track interesting content.
How to achieve this:
• Enter your categories.
• Like it controls.
• Alert me about the next episode or one I may have missed.
• User signs in with the BBC ID, FB or Twitter.
• Daily / weekly roundup emails to encourage users to come back to the site.
24. Design Ideas keepitusable.
Intelligence: Value
• Helpful for those users who like to be the first in the know.
• Helpful for busy people.
• Tailored experience on every device.
• Make the BBC feel less of a lonely place to be (social TV).
• More appealing to under-served audiences.
25. Process keepitusable.
User Research
Design Ideas
Focus Group
26. Focus Group keepitusable.
Focus Group Findings
All the design proposals were discussed with users in an audience focus group.
Users were very positive towards all of the ideas.
Sign in
Signing in into the BBC site was met with some resistance. However, when the
benefits of doing this were clearly presented, users changed their mind and
positively welcomed a sign in option.
It’s clear that implementing a sign in / sign up feature will require educating users
to get over initial resistance as well as a very carefully thought through ui design.
27. That’s all folks! keepitusable.
Thankyou for your interest in this research.
Lisa Duddington Ricardo Ortega
lisa@keepitusable.com ricardo@keepitusable.com
keepitusable.
Keepitusable create the best possible user experience and usability for your target audience based
on an in-depth knowledge of psychology, human behaviour, world class research and ui design.
Find out more over at keepitusable.com