MMDS1400 L3 2009 User Analysis

8/9/2019 MMDS1400 L3 2009 User Analysis

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` Presentation due in week 5 tutorial

` Peer review (paper copy at website) The mark for each team assignment will be divided

between team members according to percentagesagreed to collectively by the team. These percentages

are normally constrained to lie in the following ranges:

x 3 member teams: min share = 27%; max share = 40%;

equal share = 33.3%

4 member teams: min share = 20%; max share = 30%; equalshare = 25%

Assignment 1Assignment 1

MMDS1400/MMDS7961 Week 3 2


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` This we continue with objectives 2 for the design

section of the course

2. apply a user-centred focus to the design and

development of web pages

Course ObjectiveCourse Objective



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` User-analysis and task analysis Why?

User characteristics

Classifying type of users

What are the users goals?

What tasks do they perform?

Gathering data on users

` Usability goals How to measure these



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You are not the userYou are not the user!

The more you learn about the users and their goals,

the more likely to develop a useful and usableproduct

Outcomes

1. Reduce development and maintenance costs

2. Keep customers

3. Increase differentiation, revenue, efficiency andproductivity



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` Whats the point of an attractive Web site orapplication if its not clear or easy to use?

` Ease of use is often the critical differentiator of asuccessful site.

` http://www-935.ibm.com/services/us/index.wss/offerfamily/igs/a102 3541

` Our approach is based on a simple premise: Thepurpose of any interactive application or solution is to

engage and serve the needs of its users, whether they'reyour customers, potential customers, employees or otherstakeholders.



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` Redesign of an IBM site increased sales 400%

within the first month

` IBM site: 84% reduction in use ofHelp button,

meaning users were not lost as often` Frugal Fun: 1400% increase in sales after website

redesign

` Dell: reduced calls to (very expensive) telephone

support



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` How can you learn the characteristics of your

users?

` Not managers. Managers are not users. They may

think they know users, but they arent users.` Not developers. The worst. Ofcourse they can

see that button the users cant see: they put it

there.



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` According to Eason (1987), there are three type of

users Primary user:

x the person who actively uses the site:

x EG Making an online reservation

Secondary user:

x the person being served by a primary user:

x EG Airline customer service

Tertiary userx Those affected by websites introduction, or who make the

decision to build the website

x Eg airline managers



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` Idea is to find a variety of sources and build

scenarios (stories about users in context using

your website)

` Good sources: Users themselves, preferably in context of use.

x The Gold Standard!!

Customer service and technical support.x They deal with users as their job.



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UserCharacteristicsUserCharacteristics

` The theory


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` Carroll (1987) described an active user as the

Do-then-read user Impatient, prefer to plunge straight into using website

` Read-then-do read information carefully before starting the activity

` Middle ground - Videos` Smart Grid Augmented Reality (need a web cam)

http://ge.ecomagination.com/smartgrid/#/augmented_reality

` Google docs in plain english http://video.google.com.au/videosearch?q=google+docs&emb=0&aq=f#



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` Do your users know drop-down menus?

Icon-based interface, eg MS Ribbon

` Do they know frames? Popup windows?Search? Flash downloads

` Do they prefer embedded technology?

` Mobiles, augmented reality?

` Do they prefer mouse, keyboard, pen,gestures, or touch?

` You wont believe how different new usersare, compared to you, until you watch them



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Sit and observe in an Intro toComputing lab

Teach your grandmother how touse e-mail

From a discreet distance, observebehavior at an ATM: super-efficient,plodding, befuddled, enraged

MMDS1400/MMDS7961 Week 314


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` Big buttons

http://play.powerhousemuseum.com/playinteract/counting

_game.php

` What is wrong here? http://play.powerhousemuseum.com/playinteract/skittles_

game.php

Children and interfaceChildren and interface



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` http://funschool.kaboose.com/


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` Education (reading level) In general, vocabulary should be lower high school level

` Profession (specialized vocabularies)

Meaning and context of words

` Corporate style: what values are represented by the fonts, images,

writing style, overall appearance



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` http://www.style.com/fashionshows/Compare tohttp://shop.elizabetharden.com/home/index.jsp


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http://www.pdt.com.au/

Professional sitesProfessional sites


http://www.dentalonpark.com.au/?gclid=CK-onJ6ro5kCFRJKbwodbQeUpQ


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http://www.nab.com.au/


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` Is your site used daily on the job, or it is used athome for recreation or a hobby?

` Is there a specialized vocabulary?` If in an office, how does work on your site fit in with

other activities? Could your user answer thatquestion?

` Does your user do the same job all day? Bored?` If for personal use, what is the purpose?

To inform To entertain To sell



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` How do we find out about the users tasks Definitions: Goals, tasks, and actions

Methods to identify tasks and the granularity of tasks

Techniques for observing and listening to users for

indepth analysis



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Goal: Get to mountain vacation

Tasks: Rent car, drive, get repairs

Action: fill car with petrol

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` Goal: what you want to accomplish

` Task: main activities to achieve the goal

` Actions: lowest level of granularity for each task

Eg filling car with petrol cannot be broken down intosmaller components

` The goal/task/action distinction is useful, but

should not be applied rigidly



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Goal: on the Internet, buy either a purple stuffeddinosaur or a set of blocks for your two-year-old niece.Your sister says either would be fine.

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` Task 1: Choose between a stuffed toy and a set of

building blocks Action 1: Check several Web sites for purple stuffed

dinosaurs

Action 2: Check on the availability of the new TalkingBlox

building blocks set

Action 3: Decide on one of these, based on price,

availability, delivery, and option of gift wrap



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` Task 2: Buy chosen toy Action 1: Put toy into websites shopping cart

Action 2: Fill out billing and shipping information, making

sure to check gift wrap

` Task 3: Call sister; tell her that a present is on its

way



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` Six techniques Workflow analysis (coarsest granularity

overview of how tasks all fit together in

context)

Job analysis (individual context)

Task List (individual context)

Task sequence (order of tasks)

Task hierarchies (tasks and sub-tasks onto

actions) Procedural analysis (how the user carries

out the task includes steps and decisions

to carry out a task)

Methods to identify types andMethods to identify types and

granularityoftasksgranularityoftasks



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` How to find out the information for goal,

task and action Observing users

x Think aloud

x get users to talk while doing the activity

(challenging)

x Goal to understand how users think when

performing the task

x Talk right after (immediacy is goal)

x Role playing (for infrequent tasks)

x Cueing recall with videotape (no interview, just

observation)



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Focus groups

x Facilitator with possible users and set questions

x Issues

x Loose some concepts as not in context (memory only)

x Dominant members

Mailed/email surveys

x Cheap to distribute

x Issues

x need to be skillful to write questionnaire

x Possible biased sample

x low response rate



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` Time to locate a book at the Barnes & Noble website

` Time to fill in customer information and place order

` Number of times the Back Button is used, indicating thatuser cannot find desired information

` Number of clicks to find the time of a TV show

` Percentage of tasks completed correctly

` Number of calls to support line

` Number of complaints, negative facial expressions, or

regressive behaviors (screaming at monitor, etc.)



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` Often obtained using a Likert Scale

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It is hard to over-emphasize the importance of a user-centric approach to website development

Usability can be quantified and measured (key idea)

There is no good substitute for watching, interviewing, or

videotaping real users, in their place of work Usability specifications should be set at the beginning of

the project

It is crucial to observe users in their own environment



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McCracken D. D. and Wolfe, R. J. (2004). User-Centered

Website Development: a human-computer interaction

approach. Pearson Prentice Hall, NJ. (Ch 3).

Carroll, J.M. and Rosson, M.B, (1987). The Paradox of

the active user. In J. M. Carroll, (Ed.), InterfacingThought: Cognitive Aspects ofHuman-Computer

Interaction. MITPress, Cambridge, Massachusetts, pp.

80-111.

Eason, K. (1987). Information Technology andOrganizational Change. Taylor and Francis, London.

ReferencesReferences


MMDS1400 L3 2009 User Analysis

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