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Usability Inspection for AT&T Official Website

Rethink Usability. Usability Inspection for AT&T Official Website Debaleena Chattopadhyay , Katherine Pacis Manuel, Li He . 2011. Part 1. Requirement Analysis & Application Modeling. 1. Stakeholder Goals: Overview. Business Process Goals. Earn Revenue Compete Fairly in the Market

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Usability Inspection for AT&T Official Website

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  1. Rethink Usability Usability Inspection for AT&T Official Website DebaleenaChattopadhyay, Katherine Pacis Manuel, Li He. 2011

  2. Part 1 Requirement Analysis &Application Modeling

  3. 1. Stakeholder Goals: Overview

  4. Business Process Goals • Earn Revenue • Compete Fairly in the Market • Gain Popularity • Advertise Products • Showcase Bundle Deals • Advertise 3rd Party Products (Phones/Accessories) • Maintain Business Model • Cost Reduction

  5. Consumer Concern Goals • Customer Loyalty • 24X7 Availability • User Experience Goals • Trustworthy • Robust • Customization • De-fragmentation

  6. 2. IA: Overall Site

  7. 2. IA: Personal Section

  8. 3. Key User Profiles Economical Tech-timid Jennifer Minnelli On-the-go Student Lisa Eaves Tech Enthusiastic Steve Spellman

  9. Part 2 Usability Inspection Result Overview

  10. Inspection Results

  11. Severity Scale • 1 – Cosmetic problem only • 2 – Minor usability problem • 3 – Major usability problem • 4 – Usability catastrophe • Severity of problems in relation to business goals primarily impacts: • Advertisement of products/services • Gaining popularity • Compete fairly in the market

  12. Navigation (6 problems)

  13. Content (2 problems)

  14. Interface: Cognitive (2 problems)

  15. Interface: Semiotics (5 problems)

  16. Interface: Graphics (6 problems)

  17. Technology (5 problems)

  18. Scenario-based (7 problems)

  19. Results Summary • Uncovered salient issues that impacted user experience and business goals • Website is not very usable and is in need of improvements, mainly in navigation design and information architecture.

  20. Part 3 Typical Problems

  21. Anchor Ambiguity

  22. Overlapping Labels

  23. Mental Mapping & Memorability

  24. Legends Bundles Services U-Verse / Non-U-Verse Bundles Shop Wireless Internet U-Verse/ Non U-Verse Home Phone Digital TV Bundle is a shopping feature. U-Verse is a technology across services.

  25. Depth Anticipation

  26. Navigation Loops

  27. Navigation Loops 1 3 2 Same Page

  28. Recommendations clear inter-topic transitions unambiguous orientation clues Topic Difference Awareness Transparency in Information architecture a universal shopping cart Stick to general-to-specific navigation paradigm Orientation clues Refinement of present Navigation options Intuitive associated anchor icons backward navigation visited link coloring Consistency and clarity in Interface Design transition lists Better introduction lists Make multiple navigation consistent Widgets should not afford deceptive functionality consistent styling to identify anchors unambiguous anchor labels

  29. Thank you!Questions?

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