User-Centred Strategy Online Fiachra Ó Marcaigh 3 June

Presentation content Introduction Internet today User-centred universe Examples – good and bad What you can do How you can do it

Background

A brief introduction…. Past Online since 1989 Journalist and editor, The Irish Times Digital media since 2000 Present Director, online consultancy AMAS Extensive work public and private sectors Emphasis on usability, user-centred and universal design Some non-profit roles Ideas Campaign (2009)

Selected clients

State of the Net: the publication AMAS blog

Internet today

Trends Broadband growth Smart phones

Web 1.0

Web digital portfolio Social networks Content sharing Syndication Your website(s) newsletters Social bookmarks Blogs User-generated content Search engine profile Multiple channels for communication, interaction, transaction

User-centred universe

Online audiences “I don’t have to go out and find news, products or services. I expect them to find me.”

“Yes, you. You control the Information Age. Welcome to your world.”

Social networks – user-created worlds

Examples

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Ideas Campaign

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1 Colour? Texture? Kerb height? Decoration?

What you can do

Success online depends on this alignment User needs just as vital as your organisation’s goals Users not tolerant of gaps between these elements Align goals and needs

1. Strategy2. Technology 3. Branding 4. Quality assurance 5. Content 6. Search visibility 7. Launch, promote 8. Measure, respond Structured, user-focused approach Consider user at every step

How you can do it

How to do better Planning universal online communications No magic – just doing many small things well User-centred thinking Accessibility to a standard Usability – test and improve Think user experience

User-centred design toolkit Audience mapping Surveys and focus groups Persona development Expert evaluation (heuristic review) Accessibility audit Usability audit User testing by representative users

Know your users Who are your primary audience? Who are your secondary audiences? What are the specific goals of each audience? What will draw and hold their interest online? Your audiences can include the public, sub-sets such as young people or rural dwellers, interest groups, business, state bodies, academia, NGOs – most likely a mixture of these

Personas – your typical users Identify your most typical users Name them and set out attributes Use them as yardsticks to plan design

eBusiness audit Evaluation against 200+ best practice checkpoints customer service design and branding operations online marketing communicate interact transact technology infrastructure usability and accessibility legal metrics Focus on users at each level

Test with real users Conclusion first Then supporting material Finally – background

Write for the Web - help your users Conclusion first Then supporting material Finally – background Conclusion Supporting material Background Write to be read Help people to scan Break content into chunks Label and signpost Write to be found Search engines are vital

Accessibility resources, standards “The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.” Tim Berners-Lee, inventor of the Web

Usability – Jakob Nielsen’s definition Learnability: How easy is it for users to accomplish basic tasks the first time they encounter the design? Efficiency: Once users have learned the design, how quickly can they perform tasks? Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency? Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors? Satisfaction: How pleasant is it to use the design?

Universal Design resources

User-centred success Know your users and their needs Align your goals with user needs Evaluate and test, with user concerns to the fore Build user dimension into structured approach to online projects Use proven techniques, such as writing for the Web Be guided by established good practice, including universal and user-centred design principles