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Usability on the cheap


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A presentation I did at a J. Boye conference in Philadelphia several years ago when still working as e-marketing manager at Wienerberger (worlds largest brick manufacturer).

Already with the Noriaki Kano model - which I think is a great thing for figuring out the real needs of your customers on your website.

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Usability on the cheap

  1. 1. UsabilityOn The Cheap Volker Grünauer |
  2. 2. Limitations• Time• Budget• Resources• Awareness
  3. 3. Cost savings
  4. 4. 4-Elements of Web Success Web Strategy Web Web Controlling Tactics Web Realization
  5. 5. 4-Elements of Web Success Web Strategy Web Web Controlling Tactics Web Realization
  6. 6. The Homepage… not… is the most important page onthe whole website!
  7. 7. 1 Take a look at the needs of your users!
  8. 8. Noriaki Kano Model satisfieddone very poorly doneor not at all very well dissatisfied
  9. 9. Examples of customer needs• Basic needs – contact information – price information• Performance needs – find information fast – see pictures of products / house gallery• Excitement needs – View his own house with a new roof on it
  10. 10. 2 Throw away unimportant content!
  11. 11. Unimportant content20% of your content drives 80% of your business(Pareto)Remove unimportant words, sentences and pages.
  12. 12. Navigation: Less is more? Experiment von Sheena Iyengar
  13. 13. 3 What is your mission statement?
  14. 14. Mission Statements
  15. 15. 4 Make at least quick and dirty usability tests.
  16. 16. Our most important use cases• Customer looking for a product – Product description – Technical details• Customer looking for a price!• Customer looking for dealers who sell our products
  17. 17. Paper prototyping & paper testing• Print out your web design• Ask them to fulfill serveral tasks – Make a circle around the logo – Where would you click for contact information – Make a circle around the search engine• Talk with your users! – What is your impression of the site? – What do you think is the site about? – What would you do if…?
  18. 18. Think aloud method / Observation
  19. 19. Think aloud method• Set up a scenario• Per test user exactly one use case• Per use case 4 to 5 test users• Simply document what the users do and say• Use tools for screen capture• Talk with the user afterwards• Discuss findings in the project group
  20. 20. For example:
  21. 21. 5 Train your colleagues and delegate responsibilities.
  22. 22. How to ensure that theownership of the findingsbelongs to the responsiblecolleagues?
  23. 23. What we did to get people involved• Guidelines we developed: – How-to write web texts – How-to make quick and dirty usability tests – How-to optimize the navigation• Get whole team to watch videos from usability testing• Inform management of results
  24. 24. Our top findings• Consumers are looking for prices (Needs) – But: as producer we do not show prices on our website  quotation system• Consumer couldn‘t find products on our corporate website (Usability test) – New link strategy between our corporate website and country websites• It took to long that users found our contact information (Usability test) – Wrong naming
  25. 25. ?
  26. 26. Volker Grünauer,