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CHI - 2000 CHI2000 Tutorials Attended by DT Employees > Successful Strategies for Selling Usability Into Organizations > Design and Rapid Evaluation of.

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Presentation on theme: "CHI - 2000 CHI2000 Tutorials Attended by DT Employees > Successful Strategies for Selling Usability Into Organizations > Design and Rapid Evaluation of."— Presentation transcript:

1 CHI - 2000 CHI2000 Tutorials Attended by DT Employees > Successful Strategies for Selling Usability Into Organizations > Design and Rapid Evaluation of Usable Web Sites > Designing Speech User Interfaces > Enabling Technology for Users with Special Needs > Visual Perception for Data Visualization > Styling the New Web: Usability with CSS 1

2 CHI - 2000 Tutorial Subject: Successful Strategies for Selling Usability into Organizations Presenters:Rachel Carey, Serco Usability Svcs Jeremy Lewison, The Hiser Group Summary: Intermediate-level, one day tutorial covering the techniques and arguments for convincing organizations of the value of usability. 2

3 CHI - 2000 Objectives > To understand where usability can make a difference within organizations. > To identify barriers and opportunities which can hinder or support usability initiatives. > To communicate usability opportunities in terms understood by each target audience. 3

4 CHI - 2000 Why Is Usability Hard To Sell? > Usability Evangelist / Blind Faith > “I can’t exactly explain it, you’ve just got to believe! Trust me and you’ll see.” > “Everybody wants to get to Heaven but nobody wants to die.” > “I want usability but it’s going to hurt/cost too much to do.” > Common Sense / We-do-that-anyway > “What you’re suggesting is obvious. Besides, we do the same thing.” 4

5 CHI - 2000 Develop a Usability Strategy > Identify and support the organization’s business goals. > Decide how business goals should influence design of products. > Identify barriers and opportunities. > Create a usability culture that supports the design of products that meet business goals. 5

6 CHI - 2000 Learn/Know the Culture > Business goals are not enough > Culture and politics: > Barriers > Opportunities > Myths > Values 6

7 CHI - 2000 Create a Communications Strategy > Identify who to talk to. > Determine what messages are important to them. > Determine best communications vehicles to reach them. > Use real, relevant data from the organization. > Remain flexible – modify strategy if necessary. 7

8 CHI - 2000 Argue The Case For Usability > Develop a business case. > Cost-justify usability - calculate cost-benefit ratio. > Collect company specific data. > Create a usability support plan. > Develop user requirements through UCD methods. > Make usability testing highlights visible. 8

9 CHI - 2000 Leverage Allies and Opportunities > Find the Quick Wins or “Low Hanging Fruit”. > Find Internal “Sponsors”. > Ask the Right Questions. > Create a Usability Culture. > Integrate User-Centered Design. 9

10 CHI - 2000 Choose Effective Tools & Techniques Usability activities can often double as communications vehicles, simply by involving members of the target audience. – Usability Testing Sessions – Usability Advocates Groups – Collaborative Design Sessions – Training Workshops – Promotional Videos – Corporate Style Guide – Online Repository of Re-Usable UI Objects 10

11 CHI - 2000 Do The Following: > Link usability to business goals / values. > Invite others (e.g., project managers, developers, customers) to observe usability studies. > Make sure participants really are current end-users. > Make usability studies visible. > Benchmark products whenever possible. > Present the right message / data to the right audience. > Always think long term. > Find out what motivates the organization and leverage it! 11

12 CHI - 2000 Don’t Do The Following: > Don’t plow ahead with standards too quickly > Don’t pick a project that is not high profile to prove the value of usability > Don’t spend a lot of money on a usability lab without first having the support 12

13 CHI - 2000 Special Interest Group (SIG) Subject: A “Bag of Tricks” for Web Usability Presenters: Thomas Tullis, Eleri Dixon, and Harry Hersh Fidelity Investments Summary: Informal discussion of 6 small-scale usability evaluation techniques Fidelity employs to conduct user testing of their web sites. 13

14 CHI - 2000 Web Usability “Tricks” > “Where Would You Click?” > “What Do You Remember?” > “Where Do You Look?” > “Can You Guess What This Is?” > “Where Would You Find…?” > “What Did You Learn?” 14

15 CHI - 2000 “Where Would You Click?” Visual Search Task: Participant is shown a static screen shot of a web page and is asked to click on where they would start to perform a specific task. System records response time and accuracy (xy coordinate). Map of click errors produced. Best for: Evaluating alternative designs for a given page - typically a home page Learning how well visual layout and terminology work for the user Benefits: Quick – user never goes beyond first screen Only pictures of web pages – before development Learn where people expect to click Limitations: Evaluate alternative designs for specific design only Static screen shots only 15

16 CHI - 2000 “What Do You Remember?” Quick-Look Test: Participant is shown screen for 5 seconds and is then asked what they remembered about the screen. Accuracy is based upon main idea, secondary idea, and small details. Best for: Determining what stands out on a page Determines if main concept is easily recognized Benefits: Quick Only pictures of web pages Limitations: Nature of scoring very subjective Bias of facilitator No context provided 16

17 CHI - 2000 “Where Do You Look?” Eye-Tracking Test: Participant wears head-tracking device while completing four sub-tasks: Calibration, “What do you remember?”, “Where Would You Click?”, and task requiring scrolling and navigation. Scenarios given to create context. Map of eye tracking. Best for: Objectively determining where people look Analyzing divergent strategies: Browsing vs. Reading Benefits: Compelling demonstration of effective vs. ineffective page design Limitations: Intrusive Equipment expensive Time consuming to analyze data Accuracy – calibration difficult 17

18 CHI - 2000 “Can You Guess What This Is?” “Greeking” technique: Participant is shown hardcopy screen shot of ‘greeked’ web page – random text not readable. Participant is asked to guess where various elements are on page by circling areas. Circles cannot overlap or contain other circles. Accuracy is recorded. Best for: Evaluating alternative template designs for site – standard locations of various elements Benefits: Demonstrates user’s preconceptions of page layouts Limitations: Difficult to show scrolling page on printout ‘Greeked’ text sometimes gives clues to its meaning ‘Greeking’ text in graphics is time consuming 18

19 CHI - 2000 “Where Would You Find…?” “Bucket-Naming” Task: Participant is given the names of links on a page and is asked to identify under which link they would expect to find a particular item. Accuracy (% correct) is recorded. Best for: Evaluating terminology for links Comparing alternative wording Benefits: Evaluates effectiveness of info organization Demonstrates user’s preconceptions of site structure and naming conventions Can be done remotely via email Limitations: Should be done in conjunction with another ‘trick’ to fully assess links 19

20 CHI - 2000 “What Did You Learn?” Comprehension Task: 2 participants are given broad scenarios. They are asked to brainstorm how they would go about completing a particular task and are then asked to complete the task on the computer. Best for: Determining how participants approach and navigate tasks Evaluating if site is organized by company structure rather than with customer focus Benefits: Gain insight into how users organize their thoughts about tasks Allows users to frame task in their own way Limitations: People more likely to persevere in the lab Qualitative results ? quantitative tests need to be done Users have to ‘buy in’ to the scenario/task 20

21 CHI - 2000 General Comments from Testing When browsing web pages people: Start looking in center and then more left Look at links first Avoid non-linked content Scan for key words Ignore pictures / graphics that don’t seem to convey information 21


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