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Roman Yagodka ISS Test Leader

Usability: A Good Thing To Think About. Roman Yagodka ISS Test Leader. Introduction to Usability Why Usability is important Case study: www.turne.com.ua. Contents. Term usability has several meanings. We will consider three of them, which are directly connected with software development:

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Roman Yagodka ISS Test Leader

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  1. Usability: A Good Thing To Think About Roman Yagodka ISS Test Leader

  2. Introduction to Usability Why Usability is important Case study: www.turne.com.ua Contents

  3. Term usability has several meanings. We will consider three of them, which are directly connected with software development: Usability as some quality of a product Usability as an empirical science Usability as an ideology Introduction To Usability

  4. Usability as a quality is a property of software product which shows how well it fits end-user needs, how much its behavior corresponds to user expectations and how pleasant is to work with the software Usability itself is not actually any metric and can not be measured directly To compare usability of software products or to confirm improvement from product redesign you need to measure additional related parameters, such as: Time to complete a task Percentage of tasks that were failed to complete Other domain-specific metrics Introduction To Usability (cont.)

  5. Usability as an empirical science actually checks software product for being usable Usability has the following empiric methods: At the pre-design and design stage: field studies, user prototype testing At the development stage or at complete product: user testing Introduction To Usability (cont.)

  6. Usability as an ideology is the set of principles, which should drive development of every user-friendly software product (after J. Nielsen): User shall be superior to technology User shall have control over the software Software shall be as simple as possible Introduction To Usability (cont.)

  7. The answer is very simple: If your software is too difficult – your user will finally leave it Why Usability Is Important?

  8. Following case study covers usability oriented redesign of the e-commerce web-site, which was held in year 2005 Redesign was conducted by web-site team in strong cooperation with usability consultant Redesign took about three weeks, excluding time for graphical design and programming Case Study: www.TURNE.com.ua

  9. One of the first electronic travel catalogues in Ukraine About 5000 visitors daily One year online before redesign Brief Overview: www.TURNE.com.ua

  10. Brief Overview: Main Page

  11. General use-case Make online order Super Tour Inc Find User Travel company Tour package Contact

  12. Finding a tour Unclear navigation Confusing tour search function Absence of the full-text search Ordering a tour “Fear” of online ordering Frequent calls to support Existing web-site problems

  13. Increase number of online orders Subgoal: Increase number of users successfully reaching tour details page Main Redesign Goal

  14. Preliminary analysis Structure development Draft design of main pages Create paper prototypes for testing User prototype testing Results processing, design update Implement changes Redesign Plan

  15. Following inputs were analyzed: Search keywords history Website routes (2-3 levels deep) Preliminary Analysis

  16. Preliminary Analysis (cont.) • About 1000 search requests were analyzed and grouped into 8 main categories of interest

  17. Preliminary Analysis (cont.) • Users routes starting from the main page were analyzed to discover existing good and bad solutions

  18. Structure development was conducted in a series of meetings, involving all the team Structure Development

  19. For each structure element was developed draft page design Draft Design of Pages

  20. Why paper prototype? It’s cheap It’s easy to update on-the-fly It works at least not worse than electronic one Paper Prototypes

  21. Paper Prototype Example

  22. Each user was given a several tasks to complete Tasks were mainly related to the main redesign goal – user shall successfully find desired package tour and make an order Other tasks were intended to check some ideas, generated at the design stage User Prototype Testing: Tasks

  23. 10 users were involved in testing, each test took 40-50 minutes to complete Each user was told to speak aloud about what he thinks when trying to complete the task All content, which could not be prepared in advance, like search results, was generated manually on-the-fly As it was expected, two main types of user behavior were discovered: “searching” and “exploring” User Prototype Testing: Process

  24. Meeting was conducted the next day after testing In general design was accepted, except extended tour search form, which was then redesigned. “Top 10 Countries” block was declined despite of very good results due to marketing reasons Results processing

  25. One month later after new version was launched: Number of tour details views grew up for 15% Number of online orders grew up for 38% It must be taken into account that measurements were made at the peak of low-season in the tourist industry, so the website has 11% less visitors than before launching a new version Results

  26. The EndThank You For Attention

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