Jakob Nielsen's Guide to Usability Engineering

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[object Object],Occupation: Web Usability Consultant Born 1957, Copenhagen Denmark Holds PhD in Human-Computer Interaction

[object Object],- Affiliated with Sun Microsystems (1994-1998) - Leading player in development of web usability - Co-founder of usability consulting company Nielsen Norman Group - Author of “Usability Engineering”

[object Object],Usability is all about designing an easy to use website that appeals to as many people as possible. Websites should be intuitively usable . Many aren’t.

[object Object],If people cannot easily find what they are looking for on your site, they will simply leave and visit one of your competitors.

[object Object],Most websites have good and bad points – some by accident, and others by design. You need to understand where the problem areas are on your site, and fix them.

[object Object],Usability allows you to take control of the user experience on your website. The upside can be massive. Remember that a website will not optimise itself.

[object Object],Discount Usability Engineering is a basically a group of smaller, cheaper usability studies for projects with small budgets for usability.

[object Object],The primary characteristics of discount usability engineering are small sample sizes, frequent repetition of these small tests, and reliance on direct observations rather than on statistically established findings.

[object Object],This is best suited to projects that have access to an in-house staff of usability specialists.

[object Object],A prerequisite for discount usability engineering is the capability to quickly incorporate the results of each small study into a prototype which will be tested again and again.

[object Object],- A high-end user's connection speed grows by 50% per year - Neilsen tracked his internet bandwidth speed from 1984 to 2008

[object Object],- Most people are low-end users who are 2-3 years behind the technology, they prefer to pay less and work with a lower connection

[object Object],- Web design needs to cater to the lower-end user, not the 10% of internet users who are considered high-end

[object Object],- International web users need to be considered as all, as their connection speeds are typically behind North America.

[object Object],Learnability How intuitive is the design of the site?

[object Object],Efficiency How quickly can users perform tasks, find products etc?

[object Object],Memorability Can users easily remember how to use the website?

[object Object],Errors What kind of errors are users making? Why are they making them? Can they easily recover from these mistakes?

[object Object],Satisfaction Do your customers enjoy using your website?

[object Object],According to Nielsen, the user experience and overall usability does not belong to a CEO, the head of marketing, or a web designer with a cool haircut who wants to sex-up the navigation.

[object Object],The views of the users are the only things that count when it comes to website usability and the user experience is all theirs. If they don’t like it, they will leave. The prospective customer is always right.

[object Object],Nielsen says to be wary of listening to people who are too close to your website.

[object Object],Instead, watch and measure user behaviour to make logical, objective conclusions about your site.

[object Object],You can then get users to tell you where the problem areas lie and not your design agency or the stakeholders in your business or project.

[object Object],- Navigation - Search/filtering options - Loading speed - Checkouts

[object Object],- Product pages - Copywriting - Colours - Accessibility

[object Object],Usability can boost your overall business performance.

[object Object],Increased sales Improved conversion rates Improved perception of your brand Decreased customer dissatisfaction

[object Object],Greater reach Improved search rankings Decreased development costs Reduced customer support costs

[object Object],If you own an online store and make a mess of your user experience, then shoppers will become frustrated and check out other competition.

[object Object],It is highly likely that other websites will be investing in usability, which means your website will become worse to the user, simply by standing still. Those shoppers won’t have any reason to return to your website if this is the case.

[object Object],Usability is something you cannot afford to ignore. Users who experience usability problems on your website can be unforgiving, and site problems can have a negative effect on whether or not the user will return to the site.

[object Object],A recent survey of U.S. consumers by Harris Interactive found that almost nine out of ten respondents have experienced problems when making a transaction online.

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[object Object],http://babelfish.yahoo.com/ Is this website actually usable? Which of the usability goals does it follow/not follow?

[object Object],Spending money on usability testing will result in the following: Improved perceptions of brand Increased conversion rates Greater customer loyalty and retention Increased customer advocacy Increased traffic Improved search rankings

[object Object],Responsibility for user experience within organizations is quite varied. It tends to be owned by departments with an interest in marketing and customer experience.

[object Object],Once a business grows to a certain size it may prove wise to outsource usability to a dedicated agency, unless there are enough resources in-house to manage usability-led website improvements.

[object Object],According to E-consultancy's Usability and User Experience Report 2007, 43% of organizations deal with user experience issues exclusively in-house, while 28% hire third party assistance for their user experience teams.

[object Object],It was also found that 5% of respondents said that no-one is really responsible for online user experiences but the user themselves.

[object Object],Just over half of the organizations surveyed use an agency or specialist usability company to help them improve the user experience.

[object Object],So, not only is usability a really important thing for website developers to keep in mind, its also an industry in itself.

[object Object],If you’re new to usability and aren’t sure what to measure, then start by looking at the following five areas where the user experience matters most: Navigation Checkout abandonment Unclear link text Registration/logins Slow pageload times

[object Object],Usability needs to be a priority for PDAs, Blackberry devices, cell phones, and so on. Few websites are optimized for viewing on a smaller screen.

[object Object],Input devices will focus on gesture recognition and computers will use video cameras to observe the user.

[object Object],Usability needs to work towards simplified commands that will result in a better set of choices for the user to pick from. Google leads the way.

Jakob Nielsen's Guide to Usability Engineering

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Jakob Nielsen's Guide to Usability Engineering