Understanding Users
In a nutshell, usability measures the quality of the user experience when interacting with a computer system. In order for our web and software systems to be effective, they must allow intended users to accomplish their tasks without the user interface 'getting in the way.'
Usability is typically defined by five characteristics:
Ease of learning. How quickly can a new user learn how to interact with the interface to accomplish basic tasks?
Efficiency of use. Once an experienced user has learned to use the system, how fast can he or she accomplish tasks?
Memorability. If a user has interacted with the system in the past, can he or she remember enough to use it more effectively the next time (or does the user have relearn the system)?
Error frequency and severity. How often do users make errors while using the system, how serious are these errors, and how easy is it to recover from them?
Subjective satisfaction. How much does the user like using the system?
Depending on the product, some of these characteristics are more important than others. For retail web sites (i.e. deli.com), ease of learning is often the most important usability attribute since users rarely spend enough time on any individual web site to become experts. Also, subjective satisfaction is critical since users can go anywhere else on the internet with a click of a mouse. Institutional sites and intranet systems (i.e. Plan Sponsor Webstation) must focus on efficiency of use, since the same users work with the site repeatedly and the time users spend working with these applications is company–paid.
Why is usability important?
From the user's perspective, usability is important because it can make the difference between completing a task accurately or not, and enjoying the process or being frustrated. A good experience will result in repeat visits and, hopefully, more business. From the business perspective, usability is important because it can mean the difference between the success and failure of a product, which has a direct effect on revenues gained.
Return on Investment
Many studies have shown that frequent usability testing will reduce development, operating and maintenance costs, while increasing revenue at the same time. The return on investment (ROI) that usability testing generates more than makes up for the costs incurred by including usability into the design project plan. Consider the following.
According to a study by Jakob Nielsen, e–commerce sites lose nearly half of their potential sales because visitors can't figure out how to use them.
The cost of correcting usability flaws can be up to 200 times more if usability is not done before a product's release.
Various case studies reveal that the cost-benefit return for user-centered design often approaches a ratio of 1:100 (a $100 return for every $1 invested).
While the above figures are dramatic, they make sense when you consider that both cost savings and revenue increases are compounded to produce the bottom line return on investment. Some of the factors that contribute to the ROI are.
Revenue. Sales and revenue figures provide the most tangible measure of bottom line impact. Usability can increase user satisfaction and site traffic. Assuring that customers are happy with the site usually results in a financial return over the long term.
Productivity gains. System performance improvements can result in quantifiable productivity gains. You can measure and quantify gains in user productivity by using metrics such as time-on-task, error rates, and user training costs.
Reduced development costs. Studies have shown that investing in usability dramatically reduces overall development costs by limiting the need for costly, post-release, redesign work.
Operational efficiencies. Perhaps the biggest impact to many companies' bottom lines comes in the form of lower support costs, reduced documentation distribution costs, or lower call center volumes.
On average, websites that are redesigned based on the findings from a usability study improve by 135%. These usability improvements will go a long way to increase the bottom line.
In order to build a product, web site or application that meets the needs of our users, we must first seek to understand not only who the target users are, but what goals, experiences, knowledge, and motivations they bring to the table. This understanding can be accomplished through a variety of research techniques such as field studies, task analysis, focus groups, surveys, and usability testing.
Why Study Users?
In many cases, the designers of a product do not represent the actual end-users for whom the product is being built. As we work through the design process, it is easy for members of the project team to lose focus of the end-user, and create an interface that might not work for them. This isn't purposeful, it's natural. Our own experiences guide us. Understanding users and involving them in the design process helps to mitigate the problems caused by our selective perception and biases.
There are a number of reasons why it is often difficult to empathize with our users, and build products that match their expectations.
1. As e-business professionals, we are much more likely to be proficient in using computers and understanding how to use a web site. Because of this, it is easy to build a complex interface that we might know how to use, but our end-users wouldn't.
2. As IT employees, we are intimately familiar with our products and services. We can easily take this knowledge for granted, and leave out key information when developing the content for a web site.
3. While we may be very familiar with our products and services, we may not have as much domain experience as many of our retail and institutional customers. This may lead to oversimplified design and communication, when the end-user demands more features and detailed information.
4. Because members of the project team come from different backgrounds and work in different disciplines, different perceptions of the end-user are common.
User-Centered Design
When we understand our users, we can then focus on building an interface that works for them. User-Centered Design (UCD) is a technique that places the person (as opposed to the interface) at the center; and focuses on cognitive factors (such as knowledge, perception, memory, learning, problem-solving, etc.) as they come into play during peoples' interactions with one of our applications.
UCD seeks to answer questions about users and their tasks and goals, then use the findings to drive development and design. Some of these questions are.
Who are the current and potential users of our web site?
What are the users' goals and tasks they might perform to accomplish their goals?
What are the users' experience levels with this type of application?
What functions and features do the users need from the product?
What information might the users need, and in what form do they need it?
How do users think site should work?
How can the design of the user interface facilitate users' cognitive processes?
By focusing on the user throughout the design process, we are much more likely to create a product that is easy to use, helps them to efficiently accomplish their goals, and provides a level of satisfaction.
Design Guidelines
When designing a user interface for a web site or application, it is helpful to keep these guidelines in mind…
1. Omit unnecessary information. Irrelevant words, graphics and other unnecessary content competes with information that users need to know to accomplish their tasks.
2. Use simple and natural language. Use words, phrases, and concepts familiar to the user, rather than company jargon or technological terms.
3. Minimize user memory load. Make objects, actions, and options visible. Users should not have to recall information from one area of the application while working in another area.
4. Follow established standards and conventions. Take advantage of users' previous experience with the web. By following design standards, users will not have to relearn how the interface works. There is no need to ‘reinvent the wheel’.
5. Be consistent. Use consistent wording in content, commands, navigation, page titles, and links. Users should not have to remember whether different words, situations, or actions mean the same thing.
6. Supply continual feedback. Always keep users informed about what is going on through appropriate feedback. Make sure users always know the answers to the questions: Where am I? Where can I go next?
7. Give access to clearly marked exits. Provide support for user control and freedom. Always allow users a way to get out, get back, or get home.
8. Provide shortcuts and flexibility. Make sure the product supports both experts and novices. Allow users to tailor frequent actions.
9. Help users avoid / recover from errors. Error messages should be expressed in plain language and constructively suggest a solution. Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Support undo and redo.
10. Provide help and documentation. Any help application should be concise, easy to search, focused on the user’s task, and provide a list of concrete steps to be carried out.
Frequently Asked Questions
What are the benefits of usability?
From the user’s perspective, usability is important because it can make the difference between completing a task accurately or not, and enjoying the process or being frustrated. From the business perspective usability is important because it can make the difference between the success and failure of an on-line initiative, which has a direct effect on revenues gained and results in both increased productivity and reduced development costs.
How do I know what usability method is the best for my project?
Choosing an appropriate usability method depends on a variety of factors including project budget and timeframe, scope, goals, and available resources. Because each type of study has its advantages and disadvantages, it is best to consult a usability specialist for recommendations.
What do I need to deliver to you in order to conduct a usability study?
Before conducting a usability study, the project team and business partner should work together to document the business case, user description, user goals and use case scenarios. These deliverables will help the usability specialist determine the scope of the study, identify what features and functionality of the website or software need to be evaluated, and provide a cost estimate.
How do we find users to participate in a study?
To help reach the target end-users as efficiently as possible, the business sponsor is often required to provide contact information for potential participants based on predetermined criteria. The usability team then hires a recruiter to find individuals that are eligible to participate based on a screening questionnaire.
How much lead time do you need to recruit usability participants?
In order to ensure that an acceptable number of participants are found, employee and retail customer recruits must begin at least three weeks before the start of the usability study. Recruiting for institutional projects require five weeks of lead time. Starting any later may jeopardize the success of the study, as a small number of participants may not be enough to provide valid results.
Where can you conduct usability tests?
Evaluations can also be conducted in the field, in cafeterias, online, or remotely with a conference call and collaboration software.
Does my product / application have to be fully functioning to conduct a usability review?
Although a usability review can be conducted with a product anywhere from a non-working paper-prototype to an up-and-running live website, the products condition will affect the study’s results. The closer the application is to the final working product, the more valid the results and feedback will be.
How will the findings from a study be documented / reported?
Both qualitative and quantitative data is collected through the notes from the sessions, audio and video recordings, answers to background and follow-up questions, and observations from usability team members. After each study and corresponding debrief, the usability lead will write a highlights report that documents all usability issues encountered during the study and offers recommendations for improving the usability of the product.
How does the usability team work with the project team?
There are several meetings that take place throughout the design process. After the study is complete, the usability team meets to debrief and share observations and general comments about the evaluation. After the usability team analyzes the results and creates a highlights report, they meet with the project team to discuss the findings and decide how to iterate the design to improve its usability.
