website usability - jasmine sante

Website UsabilityWhere to Start?

Sante Strategies - www.santestrategies.com - @mjsante

About Me

• Digital Strategy Consultant• Strategic Changes– CMS Selection– Redesigns– Migrating websites– Sunsetting websites– Integrating new tools & media

Steps in the Process1) Assess Your Website’s Usability2) Develop a Roadmap for Making Fixes

Step 1Assessing Your Website’s Usability

TACIT – A PlanTest usability constantlyAssess issues

1.UX best practices2.Business needs3.Level of effort required

Create “sets” of fixesImplement these sets of issues, in iterations of

your siteTest your fixes and updates

AND Repeat

WebsiteUsability Assessments

Redesigns have a long time horizon, in a fast paced technology world

Waterfall Methodology

Waterfall vs Agile

Redesign vs Iterative Enhancements

UX Projects vs Iterative Enhancements

Disclaimer: This is applies to websites. Software, mobile apps and complex web applications are different.

Test and Review Usability

1) Talk to customer service2) Use Usability Best Practices lists3) Small group testing with tasks4) Guerilla usability testing5) Full cycle usability testing

(Analytics too, if you have the expertise: keyword searches, next page flow, time on page, visit time of day)

Talk to Customer Service

1) Talk to Customer Service

1. Set up a short meeting (30 minutes) *or* just stop by

2. Ask for the top 10 website issues3. Ask what they have difficulty with on the site4. If they aren’t able to answer either question

at the time, email them asking those 2 questions

Use Usability Best Practices

2) Use Usability Best Practices Checklists

1)There are dozens on the internet2)Pick 1-2 and go through each item3)Mark them as:

- Done- Passable- Issue: Doable & easy- Issue: Doable & hard

Usability Best Practices - Checklists

TRUST• Value proposition & trust• Professional design• Information hierarchy• Sense of place (header, breadcrumbs etc)• Relevance• Company Name & Logo• Site ID• Page Name•Footer Details: privacy, help, etc

NAVIGATION• Eye path• Clear Navigation• Navigation via Keyboard• Search• Contact Information & Form

PERSONAL• Personalization in name, currency, etc

Usability Best Practices Checklist (continued)

DESIGN & CONTENT• Use of whitespace• Scannable content• Color contrast• Readable• Images used thoughtfully• Consistent use of navigation fonts/design elements• Use of bullets and lists• Freshness of content• Useful information

CONSISTENT• Clear error messages• Confirmation after actions• Use web standards – link color, etc

CALL TO ACTION• Signup includes statement of value• Use the simplest form needed• Forms are labeled• Clear Calls to Action• Breadcrumbs

USABLE• Test forms• Links & buttons are easy to click• Swipe and scroll •Test on mobile, various browsers & older computers• Load time

Small Group Testing with Tasks (and candy)

3) Small Group Testing with Tasks

1)Put together a list of website user tasks2)Get co-workers, family, friend, etc into a

room with laptops3)Give them each a set of 3-6 major tasks4)Have them complete each process - noting

issues in the process5)Give them treats at the end6)Merge issue lists into a master list and mark

them as above

Guerilla Usability Testing

4) Guerilla Usability Testing

Set a series of tasks for test users to complete and noting problems as they occur

1)6-12 participants (can be in small groups)2)Can be family, friends or strangers3)They can match your users but not necessary4)In person or can be recorded

And...repeat as needed

Professional Usability Testing

5) Professional Usability Testing

Set a series of tasks for test users to complete and noting problems as they occur

• Less bias• Less work• More rigor • More money

Define a Usability Testing Task

1) Start with a simple task: Buy a subscription.

2) Add details:•Who are they•What are they trying to accomplish•When & where are they when they access

the site (mobile, on the train, at lunch, etc)•How are they starting (web search, email

newsletter link, going to the site by URL, etc)

Task Example

You are a graduating senior in accounting, interested in joining an organization for actuaries as a student. You heard about the Association for Actuarial Excellence and want to find out how much it costs to join and if there are any requirements. You are on your mobile phone, using your web browser to search.

Usability Testing - Task Reminders•Be very specific•Don’t use jargon•Include information about goals & background

Step 2Develop a Roadmap for Making Fixes

Resist Temptation:Don’t make start changes during usability assessment

How to decide “sets” of usability fixes?

Sticky Note Workshop

Thanks!Jasmine Sante@mjsantemjsante@santestrategies.comwww.santestrategies.com

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