UserExperienceWebroot

User Experience at Webroot
Webroot Software
June 2005
N. Shepard

privacy ● protection ● peace of mind
2
User Experience Group
• Cross functional team
 Human factors or usability experts
• Human Computer Interaction (HCI)
• Ergonomics or human factors
• Cognitive psychology
 Graphic artists or visual designers
• Mission
 Ensure the best possible user interaction with Webroot products,
services, and website
• Method
 Variety of approaches, methodologies, and processes, but…
 User-centered design is at the core of what we do…more later

3
Characteristics of Usable Products
• Improve the end-to-end user experience of all
products and services so that products are:
 Easy to learn
 Efficient to use
 Easy to remember
 Few errors likely
 Subjectively pleasing

4
Why Invest Time and Dollars in Usability?
• The user interface is estimated to be 40-60% of the lines of
application code; our developers have estimated 25-30%, not
including design or graphics time
• A GUI can be 30% of software development project
• 80% of software lifecycle costs occur during the maintenance
phase
 80% for unmet user requirements/needs
 20% bugs
• 63% of projects overrun their budgets
 Requests for changes from users
 Overlooked user tasks

5
Why Invest Time and Dollars in Usability?
Point where usability becomes
much more important
Early and late majorities now
the target market for
SpySweeper Consumer

6
User-Centered Design – Key Components
Whiteboard Design
Cognitive
Walkthrough
Usability Testing
Design Goals
User and Task
Analysis
PrototypingRevise
Revise
Revise
Release Follow-up
•Interviews
•Site visits
•Support call data
•Previous usability testing
•Webroot business goals and product requirements
•User stories, goals, and tasks
•Usability goals and technical constraints
•Step through the design
using personae
•Initial, high-level design
•User flows that support tasks
•Low-fidelity prototypes or mockups
•Usability review
•Test prototypes with
real users
•Monitor support call data and customer surveys

7
User-Centered Design and Agile
1 Design and
prototype
2 Cognitive
walkthroughs4 Usability
testing
5 Refine
prototypes
3 Usability
reviews
User Experience
Sub-processes
Design
Code
Unit&
Integration
Testing
QA testing
Help File
Development
Localization
Reporting
Manage
Builds
One Sprint
Cycle

8
User-Centered Design – and Agile
Whiteboard Design
Cognitive
Walkthrough
Usability Testing
Design Goals
User and Task
Analysis
Prototyping
Release Follow-up
1 Design and
prototype
2 Cognitive
walkthrough4
Usability
testing
5 Refine
prototypes
3 Usability
reviews
User Experience
Sub-processes
•User-centered
foundation
•Initial high-level
designs

9
Scope: Full Customer Lifecycle
1 Research and discover
Call Sales
2 Purchase and download
3 Install and use
product or service
4 Get support
5 Recommend,
re-purchase, upgrade,
or purchase
additional products
Usability and user
experience focus
until now

10
1 Research and discover
Call Sales
2 Purchase and download
3 Install and use
product or service
4 Get support
5 Recommend,
re-purchase, upgrade,
or purchase
additional products

11
 Spyware Audit Tools
 SS 5.0 (Moonraker) UI Redesign
 SSE Customer Site Visits
 SSE Web Console
Usability Testing and
Recommendations
 Conversions Usability
Testing (done)
 Renewals
Usability
Testing
(done)
 Complete Website
Usability Testing
 SpySweeper
Download Process
 Support Website
Usability
 Research Asian cultural
needs for Asian SS UI
 Identify localization issues
with SS UI; make recommendations
 Shopping cart
usability
 Online registration
usability
 SS 4.2 (L2K) design changes

12
User Research
• Purpose
 Who are the users?
 What are their tasks and problems?
 What are their goals, needs, environments and skills?
• Methods
 Site visits, interviews, support call data, usability studies, focus
groups, surveys, diary or camera studies, and more
• Results
 User characteristics and needs
 User profiles and personae
 User goals, stories, and scenarios
 User interface design points

13
Market Research vs. Human Factors
Area Market Research Human Factors and Usability
Main Focus Attitudes, opinions,
perceptions
Behaviors, performance
Interviewees “Choosers” – buyers of the
product
“Users” – those who use and interact
with the product – can also be buyers
Sample Size Usually large; interested in
statistically significant mass
(quantitative)
Small scale with focus on understanding
user behavior (qualitative)
Depth Research depth is horizontal,
superficial, high-level
Horizontal and vertical, in-depth,
richness
Segmentation Demographics focus is on
users as a group, such as
location, age, gender
Focus is on users as individuals with
specific characteristics
Primary tools Large surveys, focus groups,
questionnaires, click-path data
Field (contextual) observations, usability
testing, one-on-one interviews

14
User Stories, Scenarios, and Personae
• User Stories or Scenarios
 Work flow scenarios based on typical users and their tasks
 Helpful for initial design work and subsequent usability
evaluations
• Personae: archetypal or representative users, created
from data we have collected about our customers
 Help maintain a strong focus on users
 Direct design arguments back to specific users
 Personae are used to
• Prepare user scenarios or stories
• Help guide design decisions
• Perform cognitive or design walkthroughs

16
Task Analysis
• Purpose
 Identify user interaction that must occur to achieve user goals
 Aggregate functionality for tasks that use multiple functions
 Identify high frequency and common tasks
• Methods
 Observation
 Workflow analysis
 Task modeling
 Usability studies
 Affinity charting
• Results
 Level of visibility and access for product functions

17
Task Analysis
Used by Many
Users
Used by Few
Users
Frequent
Tasks
Frequent by
Many
Frequent by
Few
Occasional
Tasks
Occasional by
Many
Occasional by
Few
Make less visible
Require
more
clicks

18
Storyboarding and Prototyping
• Purpose
 Task flow review and UI feasibility
 Storyboards map user task flows to interface design
• Methods
 Hand sketches
 Visual Basic
 Visio
 Low fidelity
• Results
 Detailed user task flows and low-fidelity prototypes for
testing
 Reduce screens and shorten paths

19
Storyboarding and Prototyping

20
Cognitive Walkthroughs
• Purpose
 Simulate a user’s sequence of steps to accomplish tasks
 Uncover design gaps
 Provide human element into task flows
• Method
 One “typical” user or
 Several primary personae
• Result
 Uncover previously unidentified usability issues
 Help redirect design arguments back to users and their tasks

21
Cognitive Walkthroughs

22
Usability Testing
• Purpose
 Verify and refine interface design
• Methods
 Uses rigor and structure with specific goals
 Recruiting and screening done carefully
 Informal or formal – hand sketches or low-fidelity prototypes
 Different types – for example, benchmarking, exploratory,
criterion, comparative
• Results
 Identifies remaining usability issues
 At the start of a project, identifies known usability issues –
nice for benchmarking and comparisons later

23
Usability Testing

24
Heuristic or Expert Usability Review
• Uses experienced usability people and well-known usability
best practices based on experience and sources of research
• 70-80 percent of usability issues can be uncovered with
reviews from two or more experienced usability people*
• Economical and saves usability testing time
• Used regularly and often can create significant usability gains
• Fast way to respond to time-pressured projects
*Nielsen and Landauer, 1993

25
Guidelines for working with
User Experience Group
 Earlier is better
 While a full cycle of user-centered design is ideal, user-
centered design methods can be used individually for small
and incremental improvements
 Expert usability reviews can go a long way
 Usability testing is only one tool in the UX toolkit – other
options exist
 We can empower other groups with more usability
knowledge

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