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.
Azure Monitor & Application Insight to monitor Infrastructure & Application
Web Usability Metrics JSNext Bulgaria 2014
1. Nov 23, 2014
Nov 23, 2014
Sofia
vartitle= “Web Usability Metrics”;
varinfo= {
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2. Nov 23, 2014Stefan Ivanov
Stefan Ivanov
Web Usability Metrics
•Human-Computer Interaction
•UX Educator
•UX Architect
3. Nov 23, 2014agenda();
•Measuring Usability
•Perceived Subjective Usability
•Automated Usability Measurements
•Usability Strategy Design
Stefan Ivanov
Web Usability Metrics
4. Nov 23, 2014
Measuring Usability
Why, What and How
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. 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. 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. Nov 23, 2014
Perceived Subjective Usability
The value of user feedback through surveys
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. Nov 23, 2014Single Ease Question
Web Usability Metrics
Stefan Ivanov
•One question
•One answer
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. 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. Nov 23, 2014
Automated Usability Measurements
Measuring the design and tweaking its performance
14. Nov 23, 2014Target acquisition tasks
•Task completion times
•Acquisition accuracy
•Acquisition path
•Error rates
Web Usability Metrics
Stefan Ivanov
15. Nov 23, 2014Navigation tasks
•Completion times
•Navigation path
•Decision times
•Error rates
Web Usability Metrics
Stefan Ivanov
16. Nov 23, 2014Eye tracking
•First glance
•Search patterns
•Icon applicability
•Decision making process
Web Usability Metrics
Stefan Ivanov
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. Nov 23, 2014
Usability Strategy Design
Building the big vision with a clear goal
19. Nov 23, 2014My recipe
•Answer the WHY
Web Usability Metrics
Stefan Ivanov
20. Nov 23, 2014My recipe
•Answer the WHY
•Answer the WHAT
Web Usability Metrics
Stefan Ivanov
21. Nov 23, 2014My recipe
•Answer the WHY
•Answer the WHAT
•Start retrospectively
Web Usability Metrics
Stefan Ivanov
22. Nov 23, 2014My recipe
•Answer the WHY
•Answer the WHAT
•Start retrospectively
•Measure objectively
Web Usability Metrics
Stefan Ivanov
23. Nov 23, 2014My recipe
•Answer the WHY
•Answer the WHAT
•Start retrospectively
•Measure objectively
•…and ask subjectively
Web Usability Metrics
Stefan Ivanov
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. 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. 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. Nov 23, 2014Thanks to our Sponsors:
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