practical usability research tips getting users to their target content darlene fichter university...

Download Practical Usability Research Tips Getting Users to Their Target Content Darlene Fichter University of Saskatchewan Library February 2, 2007

Post on 25-Dec-2015

213 views

Category:

Documents

1 download

Embed Size (px)

TRANSCRIPT

  • Slide 1
  • Practical Usability Research Tips Getting Users to Their Target Content Darlene Fichter University of Saskatchewan Library February 2, 2007
  • Slide 2
  • Darlene Fichter
  • Slide 3
  • Outline Scent* Exercise Type of Pages Exercise Three indicators that a design will fail Slides will be on my web site & OLA Super Conference site * Types of Navigational Page & Designing for Scent based on research from Jared Spool from User Interface Engineering & Stuart Card, Ed Chi and Peter Pirolli at Xerox Parc and others.
  • Slide 4
  • The eyes only see what the mind comprehends Confocal micrograph by Ludovic Collin
  • Slide 5
  • Prepare ourselves Chance favours the prepared mind. Louis Pasteur
  • Slide 6
  • Prepare ourselves Chance favours the prepared mind. Louis Pasteur
  • Slide 7
  • How Users Navigate: Information Scent* The options that give the clearest indication (strongest scent) is chosen *Based on research from Jared Spool User Interface Engineering & others
  • Slide 8
  • Weak Scent Weak scent slows users down -- confusion and back tracking Palo Alto Research Center (Xerox PARC)
  • Slide 9
  • iPod ? Books& DVDs Clothing & Accessories Computer & Office Consumer Electronics Food & Household Home & Garden Kids & Toys Sports & Fitness Tools & Automotive Audio & TV Books Computing Fashion Furniture Gifts & Flowers Home & Garden Nursery Sports Toys
  • Slide 10
  • Books on Topic X
  • Slide 11
  • Article on ID Theft
  • Slide 12
  • Information Foraging & Scent Using mathematical formulas, they are able to look at the way people estimate their success in hunting for information based on cues they pick up that they are getting closer to their lunch These cues are called information scent
  • Slide 13
  • Information Scent Assumptions People expect the scent to become stronger and stronger Expect it to progress rapidly Photo Credit: NYCArthur NYCArthur
  • Slide 14
  • How Do People Choose Where to Click?(2) Make decisions based on: 1.What gain can I expect from the information? 2.What is the likely cost to discover and consume that information? Usually time and effort Visitors are ruthless, lazy, impatient and quick
  • Slide 15
  • Satisficing is a fact If visitors are ruthless, lazy, impatient and quick, what should we do? In this world, convenience will always trump quality. It's our job as librarians to make quality convenient. Bruce Newell, Montana,Talking with Talis Series
  • Slide 16
  • Other Factors That Effect The Hunt(3) Big rabbits arent always better
  • Slide 17
  • Nutritious Bite Sized Snacks Show up front that youre nutritious Have excellent categories that resonate with users Design your whole site for strong paths
  • Slide 18
  • Designing for Scent
  • Slide 19
  • Challenges For Libraries (and others) Direct access to content is not always possible on content rich sites Implement special types of pages: a gallery or department pages promote a logical approach to your link hierarchy
  • Slide 20
  • Types of Pages(4) 1.Content Pages (Target) 2.Galleries 3.Departments 4.Stores 5.Gallery-level Search Results 6.Department-level Search Results 7.Search Entry Page 5.8. Home Page (Landing pages)
  • Slide 21
  • Content Pages Most important page on your site
  • Slide 22
  • Library Content Pages
  • Slide 23
  • Chart: Percentage of Aboriginal Children That
  • Slide 24
  • Description of MLA
  • Slide 25
  • Gallery Pages Listing of links to content pages Most critical link in the chain of pages
  • Slide 26
  • Example Gallery Pages Which cell phone?
  • Slide 27
  • Choosing a Phone
  • Slide 28
  • Rogers Phones
  • Slide 29
  • Rogers Phones
  • Slide 30
  • Where to find articles on mirror neurons?
  • Slide 31
  • Biology Article Databases http://library.ucsc.edu/science/ http://library.ucsc.edu/science/subjects/biology/mcd/index.html
  • Slide 32
  • Slide 33
  • http://www.asu.edu/lib/noble/lifesciences/
  • Slide 34
  • Slide 35
  • Long Gallery Pages Can work well Cant be too long
  • Slide 36
  • Departments Too many phones/resources Need to have a Department page, which lists all the galleries. Users somehow understand that a list of galleries is different from a list of content pages Use it to narrow
  • Slide 37
  • Rogers Department
  • Slide 38
  • Slide 39
  • Slide 40
  • Stores Divide up content on large sites i.e. news World News, Science ? Store pages link to departments Users rarely bounce between stores Only works when its obvious to the users and you can exclude a lot of content
  • Slide 41
  • Slide 42
  • Slide 43
  • Do Library Sites Have Stores?
  • Slide 44
  • Slide 45
  • Branches
  • Slide 46
  • Slide 47
  • Gallery-level search results Similar to gallery pages Created by search engine generated results Not handcrafted, not as customized
  • Slide 48
  • Slide 49
  • Slide 50
  • Slide 51
  • Department-level search results Used to divide search results into departments to assist in the winnowing process Search within section of a site or branch library site
  • Slide 52
  • Search entry page Search page or section of page
  • Slide 53
  • Home Page (Landing pages) Orienting users in the right direction Least important due to search engines
  • Slide 54
  • 2 Important Functions of Home Page 1.The home page delivers the content to the user that they are seeking 2.Has strong scent to pages user seeks
  • Slide 55
  • How the Home Page is Used(7) According to UIE data, users clicks on a home page typically break down like this:
  • Slide 56
  • Slide 57
  • Slide 58
  • Slide 59
  • Slide 60
  • Slide 61
  • Slide 62
  • Predictors of Failure Pogosticking Use of the browsers Back Button Use of search Photo from seanfragaseanfraga
  • Slide 63
  • Pogosticking Happens When Galleries dont have enough info The most, when you know the least We've found this extends to non-e-commerce sites as well: our studies show that users who don't pogostick find their target content 55% of the time, where as those who do pogostick end up only succeeding 11% of the time.(6)
  • Slide 64
  • Order Matters People expect the most important items to always be listed first in the gallery Often don't even realize a list is alphabetical
  • Slide 65
  • First Items Can Block Scent
  • Slide 66
  • Back Button This completion rate falls to 18% if there is a single 'Back' click in the flow of the clickstream recording a user's visit Down to 2% if there are two uses of the 'Back' button. (8) Button of Doom
  • Slide 67
  • Library Web Sites Design for scent Carefully craft gallery pages and department pages Watch for the 3 signs for failure with scent Pogosticking, use of Back, use of Search
  • Slide 68
  • Darlene Fichter darlene.fichter@usask.ca darlene.fichter@usask.ca library2.usask.ca/~fichter/ library2.usask.ca/~fichter/
  • Slide 69
  • References (1)Information Foraging Peter Pirolli and Stuart K. Card http://www2.parc.com/istl/projects/uir/pubs/items/UIR- 1999-05-Pirolli-Report-InfoForaging.pdf http://www2.parc.com/istl/projects/uir/pubs/items/UIR- 1999-05-Pirolli-Report-InfoForaging.pdf (2) & (3)Information Foraging: Why Google Makes People Leave Your Site Faster - Jakob Nielsen's Alertbox http://www.useit.com/alertbox/20030630.html http://www.useit.com/alertbox/20030630.html (4) The 8 Types of Navigation Pages - Jarod Spool http://www.uie.com/brainsparks/2005/11/28/the-8-types- of-navigation-pages/ http://www.uie.com/brainsparks/2005/11/28/the-8-types- of-navigation-pages/ (5) &(6) Galleries The Hardest Working Pages on Your Site - Jarod Spool http://www.uie.com/articles/galleries/ http://www.uie.com/articles/galleries/
  • Slide 70
  • References (7) Experiencing CHI 2006: From a Practitioner's Viewpoint: Part II - Pabini Gabriel-Petit. http://www.uxmatters.com/MT/archives/000109.php http://www.uxmatters.com/MT/archives/000109.php (8) 'Back' Button and Search are Kiss of Death to Ecommerce, says Spool http://www.usabilitynews.com/news/article381.asp
  • Slide 71
  • Other Resources I Dont Think I Click: A Protocol Analysis Study of Use of a Library Online Catalog in the Internet Age Eric Novotny http://ww

Recommended

View more >