J Boye Tutorial: Hands-On Task Management: From Interaction Design to Web Strategy<br />Introduction(s)<br />The Top Task Law<br />Round in Circles: Sweat the small task-oriented stuff<br />Top Tasks on the Home Page<br />Faces, images, banners and attention: Task-oriented R&D<br />Create a culture of testing<br />Organizing the Task-focused organization<br />
Going the J Boye way...<br />“I really like this conference format and the composition of the audience, because you’re not bothered by vendors, not bored by consultants, but you meet a lot of experts with whom you can share experiences.”<br />“At many conferences, the main question is: “what should we do?”, which is always theoretical, but here it is: “how did you do it?”<br />“Many thanks for a great conference. I found the day really useful and came back buzzing with ideas.”<br />
The 3 key changes to website strategy<br />Manage tasks<br />Not websites<br />Get the focus off technology and silos<br />Prioritise resources around top tasks<br />Use the ‘long neck’ to focus<br />Measure task performance <br />As a key, continuous organizational performance indicator<br />Data on behaviour (not opinion)<br />
Web phrenology<br />There are usability issues we see time and time again – they’re common to most organizations<br />There are also recommendations we make that clients find hard to implement – there are common challenges and barriers<br />Lisa Welch<br />
Amdahl’s Law<br />Performance improvement is proportional to how much a program uses the thing you improved. <br />
Top task identification<br />Not all tasks are equal - the top 4 tasks garnered the same number of votes as the bottom 43<br />1. Find a Person<br />2. Procedures, Policies...<br />3. Corporate News<br />4. Training, Learning<br />30,000 Intranet users... <br />4 Countries...<br />
The Long Neck<br />Target audiences’ votes on their top tasks<br />Tasks<br />15<br />
Not Quitethere yet<br />The Top Task Law<br />Performance improvement is proportional to how much your users use the thing you improved. <br />
The Top Task Law<br />Priority tasks users want to do on your website<br />Tasks supported by your website<br />
The Top Task Law<br />Total website quality improvement is proportional to the frequency and importance of the improved tasks to users. <br />Corollary<br />To get the biggest ROI on improvements to your website, concentrate on improving the most frequent and important user tasks.<br />
Relationship of Task Priority to Information Architecture<br />One or two top tasks can be started on home page<br />Categorized links on home page lead to high priority tasks<br />Medium priority tasks accessible from level 2 landing pages or ‘hub’ pages<br />Low priority tasks start three levels down architecture<br />Maybe some of these shouldn’t even be done on the website<br />1<br />Votes<br />2<br />3<br />4<br />5<br />Tasks<br />
Faces Are Engaging but Still Worth Testing<br />Tullis, T., Siegel, M & Sun, E. (2009) Proceedings of the 27th International Conference on Human Factors in Computing Systems, Boston, MA. <br />Each participant started at the same page with one of these 4 conditions<br />Quantitative: 800 employee participants & qualitative: 40 Eyetracking Participants<br />
Main Page for Faces Study<br />Task: How much would you need to increase your 401K contribution so that you get your full match from your employer?<br />
Impact of images on task time and success<br />Users were less accurate and took longer with the faces<br />
Where the participants looked: eye-tracking<br /><ul><li>Quantitative task study showed what happened.
People tended not to look at the ‘faces’ boxes.
Despite the fact that a high proportion of the gazes are to the right hand side.
And the layout of the page directs attention to the right.
Note that they didn’t glance at the image and ignore it – they didn’t even look at it.
So this happens subconsciously: people aren’t making a conscious decision to ignore the image.
And it happens very quickly – within milliseconds.</li></li></ul><li>Main Page for Faces Study<br />Task: How much would you need to increase your 401K contribution so that you get your full match from your employer?<br />
almost no fixations within advertisements<br />users don't fixate within design elements that resemble ads<br />Heatmaps from eyetracking studies: The areas where users looked the most are coloredred; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements.<br />http://www.useit.com/alertbox/banner-blindness.html<br />
Allocate scarce resources to the ‘long neck’<br />How much relative resource to apply<br />“Strategy renders choices about what not to do as important as choices about what to do... Some managers mistake ‘customer focus’ to mean they must serve all customer needs or respond to every request...”<br /> Michael Porter<br />Which 5% of tasks to focus on.<br />Tasks<br />
Manage users’ tasks<br />5% of a website delivers 25% of its value.<br />There are a small number of ‘top tasks’ which users prioritize far above others.<br />These top tasks should be the basis for:<br /><ul><li>Site architecture
Outputs from tutorial<br />Thanks, attendees!<br />You may have to download the PPT version to see details of the post-its<br />If you have problems: Mike Atyeo (613) 599-7470 email@example.com<br />