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UT INF 385P - Usability Presentation to Local.com

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Is your web site usable? How do you know? Usability Presentation to Local.com January 19, 2006 Randolph G. Bias, Ph.D. [email protected] cell: 512-657-3924ObjectivesProfessional HistoryTwo JokesDefinitionsPoor usability is rampantWhy does this happen?Why no usability engineering?The DisciplineSlide 10What is Usability ?Engineering, not artDesign2 Design ApproachesBe Empirical!Black MagicBlack Magic (cont’d.)Participatory, User-Centered DesignAnd so . . .Principles of User-Centered DesignA. Task AnalysisB. Perceptual/Cognitive TheoryPerception and Cognition (cont’d.)Slide 24So?C. UI EvaluationYeah, right, Randolph.Cost-benefit analysis (CBA)Importance of a CBA ApproachVersus?Slide 31Slide 32Slide 33Slide 34Slide 35Slide 36We’re talkin’ real dollars!Slide 38Slide 39Slide 40Slide 41Slide 42Slide 43LogisticsOnce around the room.Review SyllabusContext of UsabilitySlide 48Slide 49Slide 50Slide 51Slide 52Slide 53Slide 54Slide 55Slide 56Slide 57HomeworkR. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] your web site usable? How do you know?Usability Presentation to Local.comJanuary 19, 2006Randolph G. Bias, [email protected]: 512-657-3924R. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] - Offer a little background regarding usability engineering2 - Communicate the VALUE of pursuing usability in the development of your web site 3 - Demonstrate that usability isn’t just a “nice-to-have”-Thank you for having me here today.R. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] History•B.S. in psych from FSU•Ph.D. in cognitive psych from UT-Austin•Bell Labs for 3 years•IBM-Austin for 11 years•BMC Software for 5 years•Co-founded small usability consultancy•Previously adjunct faculty member at UT; Have taught at UT, Rutgers, Huston-Tillotson, (SW)TSU•Assoc. prof. in the UT School of Information since 2003.R. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] Jokes1. Establish the domain for our talk and2. Insult everyone in the room.. . . designed to simultaneouslyR. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] -- the quality of a system, program, web site, or device that enables it to be easily understood and conveniently used. Usability affords the user easy access to the product’s functions.HCI -- the point of contact between the user and the computer, including all physical and informational content.R. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] usability is rampant•“66.8% of online shoppers have abandoned sites because they were unable to locate a product; 59% have left because the sites were disorganized or confusing.” (1)•In a study of online merchandise purchases, “almost half of all attempts to make a purchase failed because the users could not work out how to complete the transaction.” (2)•It’s estimated that billions in potential revenue are lost yearly due to user confusion and frustration on the web. (3)(1) Georgia Institute of Technology (1999). GVU Center 10th WWW User Survey, 1999. Atlanta: GVU. (www.gvu.gatech.edu/user_surveys/)(2) The Economist (2001, April 14). Design Darwinism.(3) Rehman, A. (2000). Holiday 2000 E-Commerce: Avoiding 14 Billion in “Silent Losses." NY, NY: Creative Good.R. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] does this happen?•Typical software development process:–product conception (MRD)–design: product mgmt and engineering negotiate features–coding; maybe a visual designer makes a pass–QA / test–deployment–customers & users start complaining, support phones ring–big customers submit modification requests team gets to work addressing issues for R1.1•Why wasn’t the user represented earlier in the process?R. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] no usability engineering? •Website built to satisfy management, not users–“Branding” becomes the focus, site is treated as an advertisement, visual design overrides usability–It takes an act of corporate bravery to put up a relatively austere, simple site •Engineering owns too much responsibility for UI design–Thus, the UI reflects implementation technologies, developers’ design model•Teams can’t escape featuritis:–“Competitor A has these 5 features, competitor B has those 10… we’d better put them all in our next release.”R. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] Discipline•Human Factors•Ergonomics•Man (sic) - Machine Interface•Human-Computer Interaction•Human Performance Engineering•Cognitive Engineering•Software Psychology•Usability EngineeringR. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] Role of Psych in SW Design•Anthropometry Seats, Keyboards•Sensory Screen etching•Perception Synthetic speech•Cognition Desktop metaphor•Memory Menu interfaces•Psycholinguistics Readable text•Decision Making Control programs•Individual Differences Display tilt, aliasingR. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected] is Usability ?•Usability is NOT–Just common sense–all art (and no science)–stumbled onto by accident–tacked on at the end–free• Usability IS–intuitive, safe, error-free, enjoyable –best designed in from the beginning–best achieved by knowing your users–“The best predictor of customer satisfaction”–“The next competitive frontier”R. G. Bias | School of Information | SZB 562BB | Phone: 512 471 7046 | [email protected], not art•Usability professionals aren’t “keepers of the magic key.”•We purvey usability engineering methods -- specific, learnable techniques that yield valuable data.•Bad idea: “Mr. or Ms. Software Developer, don’t depend on your own intuitions. Depend on MINE!!”R. G. Bias | School of Information | SZB 562BB | Phone:


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