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To identify barriers and opportunities which can hinder or support usability initiatives. To communicate usability opportunities in terms understood by each target audience.ZL]W Why Is Usability Hard To Sell?   Usability Evangelist / Blind Faith  I can t exactly explain it, you ve just got to believe! Trust me and you ll see.  Everybody wants to get to Heaven but nobody wants to die.  I want usability but it s going to hurt/cost too much to do. Common Sense / We-do-that-anyway  What you re suggesting is obvious. Besides, we do the same thing. (Z$ZTZZ<Z?ZZ!ZEZZZZ$T  <  ?  !E   b Develop a Usability Strategy    Identify and support the organization s business goals. Decide how business goals should influence design of products. Identify barriers and opportunities. Create a usability culture that supports the design of products that meet business goals..  Learn/Know the Culture   ] Business goals are not enough Culture and politics: Barriers Opportunities Myths ValuesB4(4( ^ !Create a Communications Strategy ""  " Identify who to talk to. Determine what messages are important to them. Determine best communications vehicles to reach them. Use real, relevant data from the organization. Remain flexible  modify strategy if necessary..  Argue The Case For Usability    Develop a business case. Cost-justify usability - calculate cost-benefit ratio. Collect company specific data. Create a usability support plan. Develop user requirements through UCD methods. Make usability testing highlights visible..   #Leverage Allies and Opportunities $$  $6 Find the Quick Wins or  Low Hanging Fruit . Find Internal  Sponsors . Ask the Right Questions. Create a Usability Culture. Integrate User-Centered Design..  %Choose Effective Tools & Techniques &&  &8 Usability activities can often double as communications vehicles, simply by involving members of the target audience. Usability Testing Sessions Usability Advocates Groups Collaborative Design Sessions Training Workshops Promotional Videos Corporate Style Guide Online Repository of Re-Usable UI Objects ~vv   9 Do The Following:    .Don t Do The Following:    Special Interest Group (SIG) 4Subject: A  Bag of Tricks for Web Usability Presenters: Thomas Tullis, Eleri Dixon, and Harry Hersh Fidelity Investments Summary: Informal discussion of 6 small-scale usability evaluation techniques Fidelity employs to conduct user testing of their web sites.L(? .Web Usability  Tricks    0  Where Would You Click?  What Do You Remember?  Where Do You Look?  Can You Guess What This Is?  Where Would You Find& ?  What Did You Learn?       2 Where Would You Click? " (  Visual Search Task: Participant is shown a static screen shot of a web page and is asked to click on where they would start to perform a specific task. System records response time and accuracy (xy coordinate). Map of click errors produced. Best for: Evaluating alternative designs for a given page - typically a home page Learning how well visual layout and terminology work for the user Benefits: Quick  user never goes beyond first screen Only pictures of web pages  before development Learn where people expect to click Limitations: Evaluate alternative designs for specific design only Static screen shots only  "   "   "  O "      O r0 What Do You Remember?     Quick-Look Test: Participant is shown screen for 5 seconds and is then asked what they remembered about the screen. Accuracy is based upon main idea, secondary idea, and small details. Best for: Determining what stands out on a page Determines if main concept is easily recognized Benefits: Quick Only pictures of web pages Limitations: Nature of scoring very subjective Bias of facilitator No context provided  "  V "  ! "  J "   V !  J ( Where Do You Look?   R Eye-Tracking Test: Participant wears head-tracking device while completing four sub-tasks: Calibration,  What do you remember? ,  Where Would You Click? , and task requiring scrolling and navigation. Scenarios given to create context. Map of eye tracking. Best for: Objectively determining where people look Analyzing divergent strategies: Browsing vs. Reading Benefits: Compelling demonstration of effective vs. ineffective page design Limitations: Intrusive Equipment expensive Time consuming to analyze data Accuracy  calibration difficult0Z0Z0" Z 0Z_0" Z 0ZB0" Z0Z^0" Z _   B  ^ *< Can You Guess What This Is?    Greeking technique: Participant is shown hardcopy screen shot of  greeked web page  random text not readable. Participant is asked to guess where various elements are on page by circling areas. Circles cannot overlap or contain other circles. Accuracy is recorded. Best for: Evaluating alternative template designs for site  standard locations of various elements Benefits: Demonstrates user s preconceptions of page layouts Limitations: Difficult to show scrolling page on printout  Greeked text sometimes gives clues to its meaning  Greeking text in graphics is time consuming  "  Z "  3 "   "  Z 3      R0 Where Would You Find& ?     Bucket-Naming Task: Participant is given the names of links on a page and is asked to identify under which link they would expect to find a particular item. Accuracy (% correct) is recorded. 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