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Usability
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Goals
Create a continu
al learning orientat
ion
Create conceptual understanding
Usability
Draw focus as a value added
capability
ISO 9241-11 defines usability as – the extent to which a product can be used by specified users to achieve defined goals with effectiveness, efficiency and satisfaction in a specified context of use.
what is usability?
ISO 9241 is a multi-part standard from the International Organization for Standardization (ISO) covering ergonomics of human-computer interaction. It is managed by the ISO Technical Committee 159.
“the essence of usability is to ensure that your product works well: that a person of average (or even below average) ability and experience can use it --- for its intended purpose without getting hopelessly frustrated.”- Steve Krug author of Don’t make me think
in other words…
sample case
websiteproduct
E-commerce portal such as Flipkart
teenagersfocus group
Age group 14–19 yearsGeography India
buy tabletsgoal
Buy high-end tablets (order size > INR 25000/-)
If a web site's information is hard to read or doesn't answer users' key questions, people leave.
why usability?
If a web site is difficult to use, people leave.
If the homepage fails to clearly state what a company offers and what users can do on the site, people leave.
If users get lost on a web site, they leave.
Because People Leave…
the three tenets of usability Goals
Effectiveness
Efficiency
Satisfaction
the five qualitative attributes
EfficiencyMemorabilityErrors SatisfactionLearnability
the five qualitative attributes
how intuitive is your design?
Learnability
the five qualitative attributes
how quickly can users perform tasks?
Efficiency
the five qualitative attributes
how easy it is to remember functionality & actions?
Memorability
the five qualitative attributes
types of errors?
cause of errors?
error recovery?
Errors
the five qualitative attributes
are your customers happy?
Delighted!
Satisfaction
thebiggervision
Utility
Usability
Useful design
theultimateexperience
Brand experience
User experience
Useful design
Usability +
Utility
key areas of application
Usability
Consumer
electronics
Web
Software
application
Mechanical object
Knowledge base
Technical documen
ts
Websites
SearchWeb app
and more!
web usability
Webusability
Search
Web apps
Platforms
Websites
Search engine SERP
Destination
page
Referral link
Destination
page
Home page
Category page
Destination
page
Site search
Site SERP
Destination
page
Outside website
Inside website
Search usability
search usability impact
Search usability
SERP rankings
Bounce rates
Time-on -site
Repeat visitors
influence over user journey
CSAT
conversion rate
brand experience
search
how we really use websites?
ScanningWe don’t read
through pages. We skim!
Source: Don’t make me think- Steve Krug
Source: www.nngroup.com
chunkingsubheading
listingsshort sentences
short paragraphs
active voiceno jargons
language
one-to-one
typefacecolor contrast
links
line height
imagerywhite space
visualsHow to facilitate scanning behavior?
Satisficing*
We don’t make optimal choices.
We satisfice!
Economist Herbert Simon coined the term (a cross between satisfying and sufficing) in Models of Man: Social and Rational (Wiley, 1957).
We settle for the first adequate solution we can find.Given our tendency to satisfice, we’re unlikely to end up with anything much better than what we’re willing to accept.
Source: HBR
MuddlingWe don’t figure
out things. We muddle
through!
Source: Don’t make me think- Steve Krug
So, try creating intuitive web design!
Capture this primitive “muddling” behavior by enabling users to freely channel towards a positive outcome. e.g. finding information, buying online, sharing feedback, share and likes, etc.)
A top levelchecklist for general usability…
Usability
design
visual
functionality
content
userorientat
ion
sitemap
sitearchitect
ure
site search
helpusers to navigate
0.1 sec“instant”
1 sec“seamless”
10 sec“attention”
the three response time limits
Outcome seems a direct result of user’s
actionsLevel of
responsiveness is essential to support direct manipulation
Users can sense delay, but still feel in control of experienceGood for navigation
Users feel at the mercy of the
computerWish faster response,
but can handle itDirect manipulation is a human–computer interaction style which involves continuous representation of objects of interest and rapid, reversible, and incremental actions and feedback.
responsivedesign
browser and platform compatible
compatibility
clarity
consistency
accuracy
brand theme
color & contrast
visual
visual cues
user control
“All user” ready
action awareness
exit points
error handling
error prompts
error tolerance
error assistance
feedback
feedback email
feedback form
confirmation screen
Functionality
Top heuristicsfor improving usability
Statefulness
What does the application look like when a process is loading?
How do users know their requests were successful?
Do users know where they’ve been, where they are, and where they’ll be going?
Can users easily see interruptions or updates to the application while using it?
Error prompts
What does an error (user or system) in the application look like?
If the error is caused by the system, is this clearly conveyed to the user?
If the error is caused by the user, does the message give the user an easy way to rectify it?
Does the application prevent losing the user’s state (e.g. entered data) after an error?
Error prevention
Can users generate errors in ways the application can prevent from the start?
Can a set of options be limited in a way which does not take away from the UX?
Does the application provide inputs which could substitute a user’s own error-prone input?
Emergency exit
Do you provide an emergency exit if the users take an undesired action?
Provide some simple undo actions. For example, forms should have a “cancel” button.
Dialogues should have close buttons. Allow users to change their passwords, undo actions, and revisit areas they’ve already been.
Can operations be undone?
Can users find where they’ve been?
How far back are users able/need to be able to go?
Fitts’ Law
Predicts that the time required to rapidly move to a target area is a function of the distance to the target and the size of the target.
Create reasonably larger targets going by the availability of space.
Minimize cursor movement
For example, Pop-up menus can usually be opened faster than pull-down menus.
Edges/corner of computer screen are easier to acquire with mouse or touchpad.
User help
Help should be small enough to ignore but large enough to find when searching for it
Can the user get help at any point?
Are help elements a feature to those needing help, but not a burden to those needing not?
Does my documentation clearly refer to the elements it documents?
Anticipation
For example, When I’m buying an iPhone on Amazon, I’m also shown links to get a case and accessories.
What actions logically follow common routes in my application?
What auxiliary components can I sensibly offer to users in accordance to their desires/needs?
Anticipation is reflected by the application’s use of Fitts’ law, layout of items, complementary navigation and more.
Award winning websites
More amazing sites @http://www.awwwards.com/awards-of-the-dayhttp://www.bevisionare.com/http://pixelgrade.com/demos/rosa/
Usability resourceshttp://www.nngroup.com/articles/http://usability.com.au/http://www.usability.gov/
Accessibility resourceshttp://achecker.ca/checker/index.phphttp://www.w3.org/TR/WAI-WEBCONTENT/full-checklist.html
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