V1.2
Hands-On Task Management: From Interaction Design to Web Strategy
Mike AtyeoJ Boye TutorialTuesday May 3, 2011
www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com
Contacts
Phone (613) 271-3001Email [email protected] Web www.neoinsight.com Mail Suite 374
300 Earl Grey DriveOttawa, OntarioCanada K2T 1C1
Gord Hopkins
Mike Atyeo
Scott Smith
Strategic design(613) 271-3001 [email protected]
User Experience Specialist (613) 271-3001 [email protected]
Competitive strategy (613) 271-3001 [email protected]
Lisa FastExperience Designer (613) 271-3001 [email protected]
J Boye presentation 3© Copyright 2011 Neo Insight Inc.
J Boye Tutorial: Hands-On Task Management: From Interaction Design to Web Strategy
Introduction(s)
The Top Task Law
1. Round in Circles: Sweat the small task-oriented stuff
2. Top Tasks on the Home Page
3. Faces, images, banners and attention: Task-oriented R&D
4. Create a culture of testing
5. Organizing the Task-focused organization
J Boye presentation 4© Copyright 2011 Neo Insight Inc.
Going the J Boye way...
“I really like this conference format and the composition of the audience, because you’re not bothered by vendors, not bored by consultants, but you meet a lot of experts with whom you can share experiences.”
“At many conferences, the main question is: “what should we do?”, which is always theoretical, but here it is: “how did you do it?”
“Many thanks for a great conference. I found the day really useful and came back buzzing with ideas.”
J Boye presentation 5© Copyright 2011 Neo Insight Inc.
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The 3 key changes to website strategy
1. Manage tasks Not websites Get the focus off technology and silos
2. Prioritise resources around top tasks Use the ‘long neck’ to focus
3. Measure task performance As a key, continuous organizational performance indicator Data on behaviour (not opinion)
J Boye presentation 7© Copyright 2011 Neo Insight Inc.
Challenges
J Boye presentation 8© Copyright 2011 Neo Insight Inc.
Web phrenology There are usability issues we see time and time again – they’re
common to most organizations
There are also recommendations we make that clients find hard to implement – there are common challenges and barriers
Lisa Welch
J Boye presentation 9© Copyright 2011 Neo Insight Inc.
Problem Statement
Category Category
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CauseCause
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CauseCause
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Category
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279%
J Boye presentation 11© Copyright 2011 Neo Insight Inc.
The Top Task Law
J Boye presentation 12© Copyright 2011 Neo Insight Inc.
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Amdahl’s LawPerformance improvement is proportional to how much a program uses the thing you improved.
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Top task identification Not all tasks are equal - the top 4 tasks garnered
the same number of votes as the bottom 43
1. Find a Person2. Procedures, Policies...
3. Corporate News
4. Training, Learning
30,000 Intranet users... 4 Countries...
J Boye presentation 15© Copyright 2011 Neo Insight Inc.
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Carewords
Vo
te
Tasks
The Long Neck
15
Target audiences’ votes on their top tasks
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Not Quite
there
yetThe Top Task Law
Performance improvement is proportional to how much your users use the thing you improved.
J Boye presentation 17© Copyright 2011 Neo Insight Inc.
The Top Task Law
Tasks supported by your website
Priority tasks users want to do on your website
J Boye presentation 18© Copyright 2011 Neo Insight Inc.
The Top Task Law
Total website quality improvement is proportional to the frequency and importance of the improved tasks to users.
Corollary
To get the biggest ROI on improvements to your website, concentrate on improving the most frequent and important user tasks.
J Boye presentation 19© Copyright 2011 Neo Insight Inc.
Aside...
http://www.slideshare.net/lrosenfeld/redesign-must-die
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Round in Circles: Sweat the small
task-oriented stuff
J Boye presentation 21© Copyright 2011 Neo Insight Inc.
Top paths on top library pages
HOME
E-Library E-Reserves Departments
Netdoc/Subject
E-Journals(alpha)
Netdoc/Title
HOME DepartmentsE-Library HOMEE-Journals
(alpha)E-Library
EXIT:
61%
CIRCULAR: 17%
CIRCULAR: 15% CIRCULAR: 12%CIRCULAR: 5%
21% 5% 5%
23% 22% 18% 11% 9% 18% 11% 5% 3%
ENTER: 76%
EXIT:
9% EXIT:
62%
EXIT:
49%
ENTER: 14%
ENTER: 15%
ENTER: 8%
17%
5% 5%15%
J Boye presentation 22© Copyright 2011 Neo Insight Inc.
Challenges
J Boye presentation 23© Copyright 2011 Neo Insight Inc.
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Challenges
J Boye presentation 25© Copyright 2011 Neo Insight Inc.
Top Tasks on the Home Page
1. Top tasks should be very easy to do quickly, without errors2. Users should be able to start a top task on the Home page
J Boye presentation 26© Copyright 2011 Neo Insight Inc.
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Challenges
J Boye presentation 29© Copyright 2011 Neo Insight Inc.
http://redesignland.blogspot.com/
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Start a Top Task on the home page
J Boye presentation 32© Copyright 2011 Neo Insight Inc.
Mega-menus bring many top tasks up to the home page
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Relationship of Task Priority to Information Architecture
1.One or two top tasks can be started on home page
2.Categorized links on home page lead to high priority tasks
3.Medium priority tasks accessible from level 2 landing pages or ‘hub’ pages
4.Low priority tasks start three levels down architecture
5.Maybe some of these shouldn’t even be done on the website
1
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3
45
Tasks
Vo
tes
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Challenges
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“Find a person” test results
115 tests of find a person tasks...
4 companies, 3 countries...
44% Failure rate
14% Disaster
J Boye presentation 37© Copyright 2011 Neo Insight Inc.
Time wasted unnecessary / irrelevant email = 30minutes
Estimated cost, 10,000 employee organisation = $152million
If 1% about finding people, cost = $1.52million
CohesiveKnowledge.com shared cumulative results from more than 1,000 corporate employee surveys conducted in 2005 as feedback from their email efficiency workshops
J Boye presentation 38© Copyright 2011 Neo Insight Inc.Mary Meeker, 2010
J Boye presentation 39© Copyright 2011 Neo Insight Inc.
Faces, images, banners and
attention: Task-oriented R&D
J Boye presentation 40© Copyright 2011 Neo Insight Inc.
About faces
J Boye presentation 41© Copyright 2011 Neo Insight Inc.
Faces Are Engaging but Still Worth Testing
Each participant started at the same page with one of these 4 conditionsQuantitative: 800 employee participants & qualitative: 40 Eyetracking Participants
Tullis, T., Siegel, M & Sun, E. (2009) Proceedings of the 27th International Conference on Human Factors in Computing Systems, Boston, MA.
J Boye presentation 42© Copyright 2011 Neo Insight Inc.
Main Page for Faces Study
Task: How much would you need to increase your 401K contribution so that you get your full match from your employer?
J Boye presentation 43© Copyright 2011 Neo Insight Inc.
Impact of images on task time and success
Users were less accurate and took longer with the faces
J Boye presentation 44© Copyright 2011 Neo Insight Inc.
Where the participants looked: eye-tracking
• Quantitative task study showed what happened.
•The eyetracking revealed the why.
•People tended not to look at the ‘faces’ boxes.
•Despite the fact that a high proportion of the gazes are to the right hand side.
•And the layout of the page directs attention to the right.
•Note that they didn’t glance at the image and ignore it – they didn’t even look at it.
•So this happens subconsciously: people aren’t making a conscious decision to ignore the image.
•And it happens very quickly – within milliseconds.
J Boye presentation 45© Copyright 2011 Neo Insight Inc.
Main Page for Faces Study
Task: How much would you need to increase your 401K contribution so that you get your full match from your employer?
J Boye presentation 46© Copyright 2011 Neo Insight Inc.
Heatmaps from eyetracking studies: The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations. Green boxes were drawn on top of the images after the study to highlight the advertisements.
http://www.useit.com/alertbox/banner-blindness.html
almost no fixations within advertisements
users don't fixate within design elements that resemble ads
J Boye presentation 47© Copyright 2011 Neo Insight Inc.
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U.S. Census Bureau home page: 86% of users failed to find the country's current population
http://www.useit.com/alertbox/fancy-formatting.html
J Boye presentation 49© Copyright 2011 Neo Insight Inc.
‘Banner blindness’ video example
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Video example
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Exercise: Concentration
http://www.youtube.com/watch?v=IGQmdoK_ZfY&feature=player_embedded
The way we view a web page is different to the way we use a web page
J Boye presentation 51© Copyright 2011 Neo Insight Inc.
Organizing the Task-focused organization
J Boye presentation 52© Copyright 2011 Neo Insight Inc.
Manage Tasks, Not Website(s)
From... To...
“Let’s fix the website...” “Let’s fix the Top Tasks...”
Let’s get a new Search Engine...
Ensure the top 50 internal searches return excellent results.
Revising our taxonomy and Information Architecture...
Bringing Top Task links and functionality up the hierarchy.
Let’s buy the (Silver Bullet/ Magic Wand) CMS...
Make sure content for Top Tasks is excellent.
Let’s customize our weblog metrics...
Measuring Top Task performance.
J Boye presentation 53© Copyright 2011 Neo Insight Inc.
Allocate scarce resources to the ‘long neck’
How much relative resource to apply
Which 5% of tasks to focus on.
“Strategy renders choices about what not to do as important as choices about what to do... Some managers mistake ‘customer focus’ to mean they must serve all customer needs or respond to every request...”
Michael Porter
Tasks
J Boye presentation 54© Copyright 2011 Neo Insight Inc.
Manage users’ tasks5% of a website delivers 25% of its value.
There are a small number of ‘top tasks’ which users prioritize far above others.
These top tasks should be the basis for:•Site architecture•Benchmarking•Allocation of resources•Prioritization of projects•Performance measurement
Tasks
J Boye presentation 55© Copyright 2011 Neo Insight Inc.
Matrix organization - responsibilities
Software downloads
Find the right product
Solve a technical problem
etc...
Search Navigation Content Targets & Measures
Managers with responsibility for specific tasks.
Managers with responsibility for specific UX functions.
J Boye presentation 56© Copyright 2011 Neo Insight Inc.
Management tools for change
Skills & Training
Process
Responsibility & Reward
Technology
Standards and Guidelines
Targets and Measures
Budgeting, Project Planning
J Boye presentation 57© Copyright 2011 Neo Insight Inc.
www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com
Contacts
Phone (613) 271-3001Email [email protected] Web www.neoinsight.com Mail Suite 374
300 Earl Grey DriveOttawa, OntarioCanada K2T 1C1
Gord Hopkins
Mike Atyeo
Scott Smith
Strategic design(613) 271-3001 [email protected]
User Experience Specialist (613) 271-3001 [email protected]
Competitive strategy (613) 271-3001 [email protected]
Lisa FastExperience Designer (613) 271-3001 [email protected]
J Boye presentation 59© Copyright 2011 Neo Insight Inc.
Outputs from tutorial
• Thanks, attendees!
• You may have to download the PPT version to see details of the post-its
• If you have problems: Mike Atyeo (613) 599-7470 [email protected]
J Boye presentation 60© Copyright 2011 Neo Insight Inc.
Challenges
J Boye presentation 61© Copyright 2011 Neo Insight Inc.
Budgeting, Project Planning
J Boye presentation 62© Copyright 2011 Neo Insight Inc.
Targets and measures
J Boye presentation 63© Copyright 2011 Neo Insight Inc.
Targets and measures
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Reward and Responsibility
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Skills and Training
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Technology
J Boye presentation 67© Copyright 2011 Neo Insight Inc.
Targets and measures