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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
12th March, 2003
© 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
© 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
© 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.
© 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)
© 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)
© 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.
© 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.
© 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.
© 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.
© 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
© 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
© 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
© PA Knowledge Limited 2003. All rights reserved. PaWe Presentation2 10 March 2003 14
Home page examples - Simplifying complex organisations
© 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
© 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