web usability metrics jsnext bulgaria 2014
DESCRIPTION
Usability can be measured but we rarely do so. There are two main approaches that will be discussed. First is the approach of UX practitioners focused around surveys for collection subjectively perceived usability of the website. Second comes the automated process of using telemetry or analytic tools to monitor user behavior beyond what marketers usually do.TRANSCRIPT
Nov 23, 2014Nov 23, 2014
Sofia
var title = “Web Usability Metrics”;
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name: “Stefan Ivanov”,
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Nov 23, 2014
Stefan Ivanov
Stefan Ivanov Web Usability Metrics
• Human-Computer
Interaction
• UX Educator
• UX Architect
Nov 23, 2014
agenda();
• Measuring Usability
• Perceived Subjective Usability
• Automated Usability Measurements
• Usability Strategy Design
Stefan Ivanov Web Usability Metrics
Nov 23, 2014
Measuring UsabilityWhy, What and How
Nov 23, 2014
Measuring Usability
• Test metaphors
• Test interactions
• Check user flows
• Verify requirements
• Test menu navigation
• Validate user needs are met
• Impact on user performance
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Conversion
• Brand attribute
• Conversion rate
• Micro-conversion count
• Likelihood to recommend
• Likelihood to take action
• Repeat visitors
• Trust rating
Engagement
• Time on website
• Happiness rating
• Flow state
• Total time reading
• First impression
• Categories explored
• Page view & clicks
Measuring “Usability”
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Measuring Usability
• Task success
• Cue recognition
• Perceived success
• Confusion moment
• Menu/Navigation use
• Back button usage
• Time on task
• Error rate
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Perceived Subjective
UsabilityThe value of user feedback through surveys
Nov 23, 2014
Perceived Subjective Usability
• SEQ
o Single Ease Question
• SUS
o System Usability Scale
• SUPR-Q
o Standardized User Experience Percentile Rank
Questionnaire
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Single Ease Question
Web Usability MetricsStefan Ivanov
• One question
• One answer
Nov 23, 2014
System Usability Scale
• Survey with ten questions
• Likert scale answers
• Usability + Learnability
• Works with small samples
• Usable or not
• 51-68-80
Web Usability MetricsStefan Ivanov
Nov 23, 2014
SURP-Q
• Standardized survey with 13 questions
• Likert scale answers
• Usability-Credibility-Loyalty-Appearance
• Percentage that relates you to others
• One special question
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Automated Usability
MeasurementsMeasuring the design and tweaking its performance
Nov 23, 2014
Target acquisition tasks
• Task completion times
• Acquisition accuracy
• Acquisition path
• Error rates
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Navigation tasks
• Completion times
• Navigation path
• Decision times
• Error rates
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Eye tracking
• First glance
• Search patterns
• Icon applicability
• Decision making process
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Single Usability Metric
Task Completion Rate
+
Task Times
+
Task Difficulty (errors)
+
Satisfaction
• 65% (with confidence interval)
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Usability Strategy DesignBuilding the big vision with a clear goal
Nov 23, 2014
My recipe
• Answer the WHY
Web Usability MetricsStefan Ivanov
Nov 23, 2014
My recipe
• Answer the WHY
• Answer the WHAT
Web Usability MetricsStefan Ivanov
Nov 23, 2014
My recipe
• Answer the WHY
• Answer the WHAT
• Start retrospectively
Web Usability MetricsStefan Ivanov
Nov 23, 2014
My recipe
• Answer the WHY
• Answer the WHAT
• Start retrospectively
• Measure objectively
Web Usability MetricsStefan Ivanov
Nov 23, 2014
My recipe
• Answer the WHY
• Answer the WHAT
• Start retrospectively
• Measure objectively
• …and ask subjectively
Web Usability MetricsStefan Ivanov
Nov 23, 2014
My recipe
• Answer the WHY
• Answer the WHAT
• Start retrospectively
• Measure objectively
• …and ask subjectively
• It is not a one time effort
Web Usability MetricsStefan Ivanov
Nov 23, 2014
Useful links
https://www.linkedin.com/in/stefanivanovux
http://www.measuringu.com/blog/single-question.php
http://www.measuringu.com/article.php?uname=SUM
http://www.measuringu.com/suprq.php
http://www.suprq.com/
http://www.measuringu.com/sus.php
http://humansystems.arc.nasa.gov/groups/TLX/
Stefan Ivanov Web Usability Metrics
Nov 23, 2014
Upcoming events
ISTA Conference 26-27 November
http://istabg.org/
Stay tuned for 2015:
Azure Bootcamp http://azure-camp.eu/
UXify Bulgaria http://uxify.org/
SQLSaturday https://www.sqlsaturday.com/
and more js.next();
Nov 23, 2014
Thanks to our Sponsors:
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