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Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt 12 th March, 2003

Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

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Page 1: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

Making a difference with a User Experience

Why user experience is critical to the success of user adoption of internet and intranet applications

Paul Wendt

12th March, 2003

Page 2: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 2

Introduction – Paul Wendt

Managing consultant with PA (4 years)

– User experience service owner

– Responsible for PA’s Creative consulting team

– Specialise in content management system and portal solutions for internet and intranet

Recent projects include

– B2E portal for major UK utility using Plumtree

– Divisional Internet and Intranet for global water utility using Documentum

Deep southern origins (Sydney, Melbourne born)

Accenture (Sydney) – 9.5 years

– Retail Financial Services

– Specialist in technical and application architecture

Page 3: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 3

Introduction - PA

Specialist management, systems and technology consultancy

Focused on ‘making it happen’ for our clients

60 years of operation, 50 offices, 20 countries, ~3700 employees

UK’s oldest consulting firm, are completely independent and are financially sound

Profitable and owned by our employees

Operate under strict quality control guidelines

Winner at MCA awards, 6 years running

Page 4: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 4

Being a little creative…our experience

Our client projects have included Andersen, Barclays, BP, BT, DTI, ICI, MOD, Securicor, Sumitomo Bank, UK Online, Powergen and Thames Water. We also support the design and development of PA ’s public Web site and PA Group’s venture sites, as well as several promotional PA videos, CD-ROMs and creative support for PA's intranet portal - KnowledgeNet.

We ensure your online experience fits with customer and user needs while successfully reinforcing key business messages.

Page 5: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 5

Most systems fail because users don’t adopt them

PA research shows more than 60% of systems fail to deliver the expected returns because of poor user adoption

– If less than 80% of users accept a new or modified system, over time, the system will fall into disuse

Industry research shows that for every $1 invested in usability testing on software, the payback is between $10 and $100

Systems that focus on usability testing typically cost 10-20% less in terms of time or cost

Most UK companies are excluding up to 15 per cent of their customers by making their websites inaccessible to people with disabilities (Financial Times, Jan 31, 2003)

Page 6: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 6

Why do users visit a site?

The following are example basic motivators that drive user needs:

Primary (explicit) Secondary (implicit)

Information I want to know Information dissemination,Intranet

Transaction I want to have E-commerce, file swapping

Relationship I want to interact Community, Gaming

Immersion I want to do Physical enjoyment (XXX)

Page 7: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 7

User Experience – Quick Definition

What is User Experience?

The mixture of emotional, spiritual, intellectual and physical interactions that a

user has with a system (ie. the actual user experience).

Why is it important?

It helps businesses improve the use of their systems to achieve a better result for their organisation through user adoption.

What influence do we have over it?

A user experience can be designed to predict what should happen for the user. The goal is to improve on successfully satisfying users’ needs by delighting them in consuming content in an interactive medium, while prescribing the structure, elements and culture that accomplishes the business owner’s objectives.

Page 8: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 8

What’s wrong with this picture?

Getting the user experiencewrong can be painful.

Page 9: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 9

Things that are hard to see

Can you find this button in the ‘visual’ noise of the pumps?

Web pages tend to be over populated with content confusing the user.

Page 10: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 10

Things that are hard to remember

Remember which side you’re petrol cap is on?

Try to remember which sub-sub-sub menu that article on Amateur Taxidermy was on.

Page 11: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 11

Different displays that are too similar

Getting these controls confused may be very dangerous and expensive.

Web site control must be obvious at a glance - intuitiveness

Page 12: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 12

Continuous usability testing to deliver superior results & attract users

User need to find the System easy to use for rapid adoption

How? When?

Continuous communications and awareness building

Prototype usability through development

Usability test prior to launch

Observation during training and rollout

Post launch review

Non educated first time users

Video-based qualitative feedback

Task based scenario analysis (eg. ‘Search for services’, ‘Find a document’ etc.)

On-site observation

Analysis of logs and site statistics for usability problems

Continuous User Acceptance and Adoption of Change

UserNeeds

User Champions

ContentCreative Design

UsabilityTesting

Early Delivery

Ongoing Feedback

UserInvolvement

UserInvolvement

UserInvolvement

UserInvolvement

UserInvolvement

UserInvolvement

UserInvolvement

Page 13: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 13

Our own experience – 3000+ pages

Different colour arcs

Card shuffle interface

Continuous Scrolling list

Information architecture

Brand considerations

2nd level Navigation

Technology

Language

Page 14: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 14

Home page examples - Simplifying complex organisations

Page 15: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 15

The Killer app

Killer app is important – but not the holy grail

Many intranets suffer from fragmented designs despite the killer app resulting in loss of usability as users are confronted with different rules at every click

No matter what you pick, pay special attention to the killer app’s usability. If many employees are to use it, any weaknesses will rapidly cost in lost productivity.

Successful enterprise portals/intranets aim toward consistency and are typically successful at overcoming internal politics by quality of the central design vs. designs by individual departments

Conduct many simple usability evaluations on design iterations and watch people at work

Page 16: Making a difference with a User Experience Why user experience is critical to the success of user adoption of internet and intranet applications Paul Wendt

© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 16

Summary - Important areas of focus

Content is king – but not too much (avoid advertising & marketing)

Usability testing

Brand consistency as fit for purpose

Internationalisation – culture, language

The killer app is not the holy grail

Other aspects to consider…

Jakob Nielsen commandments vs. Jared Spool

Accessibility – W3C guidelines priority 1 and above