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C o n d u c t in g A n
 As s e s s me nt
Using Information Architecture Heuristics

              presented by:
            Ab b y C o ve rt
            @ b b y _T h e _I A
             A
REMINDERS– The rules of heuristic use


1. Put on your user shoes: Forget where
   you work and what your job is.
2. Put on your user goggles: None of
   these principles matter without
   understanding the context of use and who
   your users are.
3. Say “I am not my user”: Never use
   heuristic review as a replacement for user
   research.
The 10 Principles
Activity Instructions

Step 1: identify Tasks and Channels for evaluation


Task                                       Channel (Context)

List 3 core tasks you expect               List the channels that their path
your audience to value over                will put them into contact with
others                                     and in what context.
Example:

Task                            Channel (Context)

Buying a pair of shoes and      •   Website (browsing)
feeling comfortable about her   •   eCommerce (purchase)
purchase.                       •   Email (confirmation)
                                •   Mobile (checking email)
                                •   Social (bragging)
Step 2: Prioritize Principles by context, group evaluation by principle

Principle                      Context & Expectations         Pre Test Score

List each principle in         Provide notes on the Assign a pre test
order of importance            tasks that make      score against each
based on the                   each principle       principle
coverage of the                essential.
                                                              Good range to use is grade
outlined tasks and
                                                              •A = Above average in current
organizational                 List any expectations          implementation
priorities.                    you anticipate from            •F = Not acceptable in current
                                                              implementation
                               users


For details on the principles and guiding questions, visit:

http://abbytheia.wordpress.com/2012/02/04/ia_heuristics/
Example

Principle          Context & expectations for review   Pre Test Score
1. Accessibility   We need to be able to be used on B
                   a mobile device yet we have never
                   put any money towards that effort.




2. Clear           Our offering is complex and we       B-
                   need to focus on clarity yet we also
                   understand that we may not be
                   where we need to be because of
                   never agreeing on our offerings.
Step 3: Group Findings by Priority

<Principle>
Finding                      Severity                 Impact if Fixed
List each major finding in   Critical: Affecting the    Describe what would be
as much detail as you        ability to complete a task improved if this was
feel you need to tell the                               fixed. Think not just
story and capture the        Medium: Affecting          about users, but also
severity.                    brand reputation or        about organizational
                             perception of experience efficiency
Note: there will be
overlap, so condense      Low: Non-impacting
after your analysis where issues that would be nice
needed.                   to fix
Example

Accessibility
Finding                   Severity                 Impact if Fixed
Email template is not     Medium: Affecting        Users are not using
mobile friendly and had   brand reputation or      email to its full
several instances of      perception of experience advantage today
broken links when                                  because of the lack of
interacted on mobile                               mobile friendly style
devices                                            sheet. We expect a
                                                   uptick in email click
                                                   through rate if mobile
                                                   optimized.
Step 4: Revisit Measurement, Post Improvements

Principle                    High Level Findings               Pre Test   Today
List each principle in       •   Bullets level, hard hitting   Old        New
order of importance              highlights                    Score      Score
(as established in step 2)
Example

Principle       High Level Findings               Pre Test   Today
Accessibility   •   Email is a channel that we now B         C
                    understand is highly
                    inaccessible via email
Where to go next…
• Use the negative findings as areas to probe in analytics
  and user testing
• Complete the same methodology on your competitors
  and see where you score comparatively
• Provide better input into the road-mapping process for
  future enhancements and improvements
th a n k yo u
• For listening
• For caring
• For making the internet a better place


             Twitter: @Abby_The_IA
       Email: abby@understandinggroup.com
Brought to you by:

                              The company that enables me
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Conducting heuristic assessments

  • 1. C o n d u c t in g A n As s e s s me nt Using Information Architecture Heuristics presented by: Ab b y C o ve rt @ b b y _T h e _I A A
  • 2. REMINDERS– The rules of heuristic use 1. Put on your user shoes: Forget where you work and what your job is. 2. Put on your user goggles: None of these principles matter without understanding the context of use and who your users are. 3. Say “I am not my user”: Never use heuristic review as a replacement for user research.
  • 4. Activity Instructions Step 1: identify Tasks and Channels for evaluation Task Channel (Context) List 3 core tasks you expect List the channels that their path your audience to value over will put them into contact with others and in what context.
  • 5. Example: Task Channel (Context) Buying a pair of shoes and • Website (browsing) feeling comfortable about her • eCommerce (purchase) purchase. • Email (confirmation) • Mobile (checking email) • Social (bragging)
  • 6. Step 2: Prioritize Principles by context, group evaluation by principle Principle Context & Expectations Pre Test Score List each principle in Provide notes on the Assign a pre test order of importance tasks that make score against each based on the each principle principle coverage of the essential. Good range to use is grade outlined tasks and •A = Above average in current organizational List any expectations implementation priorities. you anticipate from •F = Not acceptable in current implementation users For details on the principles and guiding questions, visit: http://abbytheia.wordpress.com/2012/02/04/ia_heuristics/
  • 7. Example Principle Context & expectations for review Pre Test Score 1. Accessibility We need to be able to be used on B a mobile device yet we have never put any money towards that effort. 2. Clear Our offering is complex and we B- need to focus on clarity yet we also understand that we may not be where we need to be because of never agreeing on our offerings.
  • 8. Step 3: Group Findings by Priority <Principle> Finding Severity Impact if Fixed List each major finding in Critical: Affecting the Describe what would be as much detail as you ability to complete a task improved if this was feel you need to tell the fixed. Think not just story and capture the Medium: Affecting about users, but also severity. brand reputation or about organizational perception of experience efficiency Note: there will be overlap, so condense Low: Non-impacting after your analysis where issues that would be nice needed. to fix
  • 9. Example Accessibility Finding Severity Impact if Fixed Email template is not Medium: Affecting Users are not using mobile friendly and had brand reputation or email to its full several instances of perception of experience advantage today broken links when because of the lack of interacted on mobile mobile friendly style devices sheet. We expect a uptick in email click through rate if mobile optimized.
  • 10. Step 4: Revisit Measurement, Post Improvements Principle High Level Findings Pre Test Today List each principle in • Bullets level, hard hitting Old New order of importance highlights Score Score (as established in step 2)
  • 11. Example Principle High Level Findings Pre Test Today Accessibility • Email is a channel that we now B C understand is highly inaccessible via email
  • 12. Where to go next… • Use the negative findings as areas to probe in analytics and user testing • Complete the same methodology on your competitors and see where you score comparatively • Provide better input into the road-mapping process for future enhancements and improvements
  • 13. th a n k yo u • For listening • For caring • For making the internet a better place Twitter: @Abby_The_IA Email: abby@understandinggroup.com Brought to you by: The company that enables me do awesome stuff like this for awesome people like you.