Importance of User Research in Web Redesign Projects (OLA 2015)
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All users (and non-users) have something to contribute to a website redesign process. Whether via feedback, observation, testing, or usage statistics, your users are a goldmine of knowledge. How do you harness this information and transform it into actionable recommendations for your team? This session examines the user research process that the University of Toronto Libraries undertook during their latest redesign. The session will detail how libraries can integrate user-focused tactics into their redesign workflows.All users (and non-users) have something to contribute to a website redesign process. Whether via feedback, observation, testing, or usage statistics, your users are a goldmine of knowledge. How do you harness this information and transform it into actionable recommendations for your team?
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Importance of User Research in Web Redesign Projects (OLA 2015)
- 1. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Importance of User Research in Web Redesign Projects January 28, 2015 OLA SuperConference 2015 Gordon Belray & Lisa Gayhart
- 2. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Welcome!
- 3. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca What is user research? Image source: https://www.interaction-design.org/ux-daily/290/4-things-to-consider-when-you-develop-your-user-research-plans Talking to people is essential.
- 4. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Keep the conversation flowing Image source: https://twitter.com/uoftlibraries/status/537639987060416512 Whiteboard feedback. Image credit: lisa Gayhart.
- 5. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Principles over process in project planning Image source: http://www.uxbooth.com/articles/the-ux-chameleon-and-its-multidisciplinary-skin/
- 6. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Never stop iterating Iteration 1 Iteration 4Iteration 2 Iteration 3 Iteration 5 Plan Design Develop Test Release Assess Plan Design Develop Test Release Assess Plan Design Develop Test Release Assess Plan Design Develop Test Release Assess Plan Design Develop Test Release Assess Workflow. Image credit: Gordon Belray. Iterative project cycle. Image credit: “Sync” icon created by Rohinth MS from the Noun Project
- 7. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Keep a record of all that good work
- 8. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca A cornucopia of methods and tools ● Environmental scan ● Exploring current research and best practices ● Expert review/heuristic analysis ● Discussing with peers/subject matter experts ● Personas and user journeys ● Observations ● Interviews ● Guerilla methods ● Surveys ● Focus groups ● Task analysis ● Card sorting ● Content analysis ● Open houses for in person feedback ● Metrics: usage statistics, data from other projects, etc. ● More…. Example user journey. Image credit: Lisa Gayhart.
- 9. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Data collection & analysis Hmmm..... D1: navigation issues (6%) D2: design issues (25%)
- 10. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Start with metrics (Google analytics) Use Event Tracking Grouped home page into categories (navigation, search, library tools etc.) with labels for each event Analyze and interpret data Know the old before embarking on the new
- 11. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Categories UofT links Banner ads Main links Navigation and drop down menus (100+ links) Search + tabs + all search options Icon tools Featured Titles Other libraries News, Workshops, Feature research
- 12. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Home page event tracking by category all outbound links tracking custom defined sub categories
- 13. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Searches by event labels ● 73% search all ● 10% searches using catalogue and article interface ● 2% using old catalogue (librarians only)
- 14. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Adding tracking event <a href="http://resource.library.utoronto.ca/hours/" onclick="_gaq.push(['_trackEvent', 'Service Link', 'Click','Hours']);"> <img alt="library hours" src="http://content.library.utoronto.ca/common/images/drupal/icons/clock.png" /> <br />Hours </a> More information https://developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide
- 15. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Pages by the numbers Users looking for: Library holdings Research resources Library information Study space and jobs
- 16. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Device agnosticism or why we need responsive design Sample months Dec- Jan 2014 to Dec-Jan 2015 Mobile /tablet use up 5% to nearly 11% Users are mobile
- 17. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca The invisible numbers There are no metrics for elements not on your site, is useful information buried or missing? Promote the hard to find where it is substantiated, such as individual library hours Increase collection visibility both material and electronic through coordinated content audits and creation
- 18. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Translation and innovation using metrics Augment while retaining key functionality and established user patterns Definition through action Catalogue / Article - direct links to search interfaces + pre-applied facets Promotion of Databases to search category Dynamic library hours with links to top 6 libraries
- 19. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Rethinking results
- 20. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Creating recommendations from the data ● Largest impact for the largest audience ● Show, don’t tell ● Range of recommendations ● Reality - not all items culled from the data can be included ● Staging - phasing in findings into the project
- 21. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca User research helped us build a new www.library.utoronto.ca
- 22. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca The people have spoken! Key findings from our research. 1. A better web searching function that includes research guides. 2. Curated research resources that allow users to find a wide variety of tools in one spot, dedicated to a specific specialty or discipline. 3. A single listing of digital and non-digital collections held by the library and available to library users. 4. Clean, simple, intuitive homepage layout, navigation, and user experience that is similar in ease of use to commonly used tools such as Google and Wikipedia. 5. Direct connection to library through clear contact information, maps, library locations and hours, event listing, research assistance, liaison librarians.
- 23. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Homepage evolution - less options, better content
- 24. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca More intuitive research resources
- 25. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Easy access to people who can help
- 26. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Lessons learned: Keep everyone informed
- 27. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Essentials for a small or one person team ● Be at the table with the project team ● Engage staff across the library - find interested parties and put them to work ● Support principles over process ● Small but diverse test/feedback groups ● Use data you already have collected ● Make participation easy and be prepared to respond ● Be an advocate for the user ● Practice empathy
- 28. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Two helpful resources to get you started Buley, Leah. The User Experience Team of One: A Research and Design Survival Guide. Brooklyn: Rosenfeld, 2013. Print. Schmidt, Aaron, and Amanda Etches. Useful, Usable, Desirable: Applying User Experience Design to Your Library. Chicago: ALA Editions, 2014. Print.
- 29. Information Technology Services http://its.library.utoronto.ca Information Technology Services http://its.library.utoronto.ca Keep in touch Tour the site https://alpha.library.utoronto.ca/ Get project updates its.library.utoronto.ca/redesign Lisa Gayhart | lisa.gayhart@utoronto.ca Gordon Belray | gordon.belray@utoronto.ca
Editor's Notes
- welcome the group introduce ourselves: name, title, library/department, recent projects expectations for today’s session - introduction and overview, a look at what user research is in the context of online projects, methods and tools, case study and preview, discussion session is expected to run approximately 35 minutes, then time for questions and a deeper dive into the new site (if wanted)
- What is user research and why do we do this work? based in user centred design - a way of producing tools and services that are focused on user needs, their ability, and the environment in which they operate using various research methods to understand user needs, motivations, ways of working and learning, and levels of ability. user research vs user experience vs usability Time to see the service from the user’s perspective. User research also allows us to identify gaps in the process, highlight our assumptions of users, and allows us to see past what’s familar to us. We are very close to the projects and often the people. Taking a step back via the research process allows us to see the situation with fresh eyes. You need to actually talk to users - during the research process but also throughout the project, communicating developments, next steps, gauging interest or changing expectations. Don’t assume you know what your users want or what they are thinking. Look around at similar offerings. What other products are users engaging with on a daily basis. What are their expectations for your service?
- basis of user centred design is good communications, a continual and ongoing, two-way conversation with end users communicate early and often - consistent communications builds buy in with end users. They feel engaged in the process from the beginning. Higher uptake and participation down the line. take advantage of early adopters - engage them in the process and build champions/ambassadors. people want to be heard - give a forum for opinions, respond in a timely manner, be consistent (with timing but also tone, delivery, etc) Find out the preferred channel of communication for your target audience and use it. Our examples: social media, emails to staff, open houses, online polls and surveys, “pop up” style (whiteboards), signage, newsletters, forums, events and conferences.
- Principles over process - don’t get too hung up on the process of user research, which can be time consuming. More effective and efficient to support the principles in every step of the project plan. EG. invite discussion, collaborate, listen, be an advocate for the user (and UX!). User research fits at many junctures of the project plan: from ideation to deployment and measurement. Show up to each stage. We (mostly) work in collaborative, collegial environments. Find out where you work fits best, where it can have the biggest impact, and start there. Example: the library catalogue first big time project that we applied a very user centred mindset. If you don’t have a dedicated UX person: one person on your team take the lead, do the research, bring to team, and overall be an advocate and representative of the user and their needs.
- iterative - we are continually reaching out to users for feedback, giving info to team, developing, deploying, getting feedback, …... KEY - Test early and test often Easier to make big changes earlier in the project - less time and resource consuming, but also less impact on your larger audience Users will see the problems and opportunities before you will - they are removed from the process and can see with fresh eyes. Reaching out on a continual basis helps build the feeling of buy in and involvement Next steps for us - applying this mentality to a product over the entire lifecycle, eg can we update the website more often so we aren’t forced to do the ONE BIG REDESIGN every couple years? Would be less impact on both staff and users.
- (live link) Write it all down! Without getting hung up on process, keep a record of your work. We use Atlassian’s Confluence - web access allows team to work anywhere, collaborate, and view revisions. Make sure to: (1) take note of number of people involved in sessions, what user group, general sentiment, and (2) keep a running log of communications - very easy to forget with so much research happening at once, Increases redundancy - various team members or library staff can get involved at any time Reproducibility - can send documentation to other teams to allow them to run similar studies or events Keep in a general online space where the team can peek anytime and provide their input
- What are some of the research methods and tools you can use to learn about your users? Many methods and tools to choose from - what questions are you answering and how best to get there? What best fits your project and team? Resources? How much time do you have to allocate to the user research aspect of the project? Choose strategically. If you are short on time and resources, best results are gained by employing: environmental scan, best practices/research, SME involvement, observation + guerilla methods, content analysis, and metric assessment
- user research produces a lot of data - balancing the two types of data - much UR is qual, but we also include the quan of metrics you need a plan - how will you organize your information? what do you want to do with it? helps to code qual data with a standard key. simple places to start: user group, sentiment, usage types and level jira helped us manage…..examples Caveats: researcher bias, skewed metrics, instrument creation, etc - example - see here in the image,did we lead participants to focus too much on the overall design and not enough on the IA? A look at one aspect in more detail, use of web metrics and how those numbers have informed our process
- integration of catalogue search with summon search - end user does not need to know the difference - catalogue > exposes content through formats as opposed to catalogue label
- Overview of the project timelines and goals: early 2014 lots of user research happening development in summer and fall each stage, reach out to users to verify our work and check in with our research findings (are they still serving us?) early 2015 - launch of early alpha site for feedback, rolling out to beta in phases, next up = search results early 2015 - testing and more development launch may 2015 entire team engaged in user research process, reviewed the findings together, created actions from the data surprising - observations unearthed a wealth of info, eg how many people struggle with subjects a-z, article finder, research resources. have trained themselves to work around the barriers. If we preview of alpha.library.utoronto.ca, List of items to mention in the demo: search tool most clicked, eg library hours and locations, group study rooms, etc My Account into navigation surfacing collections, esp special collections streamlining large sections of information - faculty resources, copyright, new landing pages to give overview - “research” and “services” adding user generated content, eg study spaces and carrels “share icons”
- clearer search options - especially for the novice researcher or external users addition of the catalogue / articles / databases sections advanced search buttons myaccount integration key services up front - renew + pay fines, library locations, wifi/computers featured - allow for dynamic content, better integration with the overall page, guidelines around style “just in time” information
- reorganized the IA to co-locate all the research resources challenge - to balance the needs of expert vs novice researchers (do we segment? why/why not) grouped by type: “find”, “tools”, “collections” integration of more “help” material to guide the research process and highlight resources
- better ways to get in touch with actual humans updated the contact area - new categories, less email addresses, list of libraries updated, maps added, chat widget on all pages addition of LibCal library hours and locations right on the homepage integration of social media share icons
- Importance of closing the feedback loop with users and also reporting back to higher level stakeholders People want to be heard and understood - acknowledge this need by reporting back on how you used their input. Return to users and let them know that we listened and took their info into consideration, even if we didn’t use everything (you don’t have to use everything, but should always respond) General guidelines on response timeline set at project outset is helpful once you get busy - eg we will respond to direct email questions in 48 hours, general calls for feedback three days after closing date. Also important to keep the team/your department/library admin/committees or boards in the loop. Weave this into your communications plan.
- Focus your investigation in a few key areas and pick the appropriate tools exisitng data - web traffic, gate counts, instruction stats make it easy - webform, Twitter, polls, go to where the people are
- Direct everyone to the project resources and ask for continual feedback Thank the audience for attending today Questions?