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Web Usability Metrics JSNext Bulgaria 2014

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Usability can be measured but we rarely do so. There are two main approaches that will be discussed. First is the approach of UX practitioners focused around surveys for collection subjectively perceived usability of the website. Second comes the automated process of using telemetry or analytic tools to monitor user behavior beyond what marketers usually do.

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Web Usability Metrics JSNext Bulgaria 2014

  1. 1. Nov 23, 2014 Nov 23, 2014 Sofia vartitle= “Web Usability Metrics”; varinfo= { name: “Stefan Ivanov”, };
  2. 2. Nov 23, 2014Stefan Ivanov Stefan Ivanov Web Usability Metrics •Human-Computer Interaction •UX Educator •UX Architect
  3. 3. Nov 23, 2014agenda(); •Measuring Usability •Perceived Subjective Usability •Automated Usability Measurements •Usability Strategy Design Stefan Ivanov Web Usability Metrics
  4. 4. Nov 23, 2014 Measuring Usability Why, What and How
  5. 5. Nov 23, 2014Measuring Usability •Test metaphors •Test interactions •Check user flows •Verify requirements •Test menu navigation •Validate user needs are met •Impact on user performance Web Usability Metrics Stefan Ivanov
  6. 6. Nov 23, 2014 Conversion •Brand attribute •Conversion rate •Micro-conversion count •Likelihood to recommend •Likelihood to take action •Repeat visitors •Trust rating Engagement •Time on website •Happiness rating •Flow state •Total time reading •First impression •Categories explored •Page view & clicksMeasuring “Usability” Web Usability Metrics Stefan Ivanov
  7. 7. Nov 23, 2014Measuring Usability •Task success •Cue recognition •Perceived success •Confusion moment •Menu/Navigation use •Back button usage •Time on task •Error rate Web Usability Metrics Stefan Ivanov
  8. 8. Nov 23, 2014 Perceived Subjective Usability The value of user feedback through surveys
  9. 9. Nov 23, 2014Perceived Subjective Usability •SEQ oSingle Ease Question •SUS oSystem Usability Scale •SUPR-Q oStandardized User Experience Percentile Rank Questionnaire Web Usability Metrics Stefan Ivanov
  10. 10. Nov 23, 2014Single Ease Question Web Usability Metrics Stefan Ivanov •One question •One answer
  11. 11. Nov 23, 2014System Usability Scale •Survey with ten questions •Likert scale answers •Usability + Learnability •Works with small samples •Usable or not •51-68-80 Web Usability Metrics Stefan Ivanov
  12. 12. Nov 23, 2014SURP-Q •Standardized survey with 13 questions •Likert scale answers •Usability-Credibility-Loyalty-Appearance •Percentage that relates you to others •One special question Web Usability Metrics Stefan Ivanov
  13. 13. Nov 23, 2014 Automated Usability Measurements Measuring the design and tweaking its performance
  14. 14. Nov 23, 2014Target acquisition tasks •Task completion times •Acquisition accuracy •Acquisition path •Error rates Web Usability Metrics Stefan Ivanov
  15. 15. Nov 23, 2014Navigation tasks •Completion times •Navigation path •Decision times •Error rates Web Usability Metrics Stefan Ivanov
  16. 16. Nov 23, 2014Eye tracking •First glance •Search patterns •Icon applicability •Decision making process Web Usability Metrics Stefan Ivanov
  17. 17. Nov 23, 2014Single Usability Metric Task Completion Rate + Task Times + Task Difficulty (errors) + Satisfaction •65% (with confidence interval) Web Usability Metrics Stefan Ivanov
  18. 18. Nov 23, 2014 Usability Strategy Design Building the big vision with a clear goal
  19. 19. Nov 23, 2014My recipe •Answer the WHY Web Usability Metrics Stefan Ivanov
  20. 20. Nov 23, 2014My recipe •Answer the WHY •Answer the WHAT Web Usability Metrics Stefan Ivanov
  21. 21. Nov 23, 2014My recipe •Answer the WHY •Answer the WHAT •Start retrospectively Web Usability Metrics Stefan Ivanov
  22. 22. Nov 23, 2014My recipe •Answer the WHY •Answer the WHAT •Start retrospectively •Measure objectively Web Usability Metrics Stefan Ivanov
  23. 23. Nov 23, 2014My recipe •Answer the WHY •Answer the WHAT •Start retrospectively •Measure objectively •…and ask subjectively Web Usability Metrics Stefan Ivanov
  24. 24. Nov 23, 2014My recipe •Answer the WHY •Answer the WHAT •Start retrospectively •Measure objectively •…and ask subjectively •It is not a one time effort Web Usability Metrics Stefan Ivanov
  25. 25. Nov 23, 2014Useful links https://www.linkedin.com/in/stefanivanovux http://www.measuringu.com/blog/single-question.php http://www.measuringu.com/article.php?uname=SUM http://www.measuringu.com/suprq.php http://www.suprq.com/ http://www.measuringu.com/sus.php http://humansystems.arc.nasa.gov/groups/TLX/ Stefan Ivanov Web Usability Metrics
  26. 26. Nov 23, 2014Upcoming events ISTA Conference 26-27 November http://istabg.org/ Stay tuned for 2015: Azure Bootcamphttp://azure-camp.eu/ UXifyBulgaria http://uxify.org/ SQLSaturdayhttps://www.sqlsaturday.com/ and more js.next();
  27. 27. Nov 23, 2014Thanks to our Sponsors: Diamond Sponsor: Gold Sponsors: Swag Sponsors: Media Partners: Silver Sponsors: Hosting partner: Technological Partners:

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