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Don’t Make Me Think!
Some Quick Tips Regarding:
Web Usability &
User Testing
Jason Swackhamer
May 8, 2003
Great Lakes Web Professionals
Usability vs. Functionality
• Usability
– User-centered design
– Site should be Self Explanatory
• Functionality
– Does the site work properly?
• The difference being that your site may
FUNCTION properly and the user may not run
into technical problems…
• But is it USABLE...meaning is the user able to
maneuver through your site with little
difficulty…are they forced TO THINK!
The Famous 5 W’s
• When a visitor is at our site, what we
don’t want them to have to think about:
– Where am I?
– Where should I begin?
– Where did they put _____?
– What are the most important things on this
page?
– Why did they call it that?
Tonight’s Agenda
• Usability
– Usability vs. Functionality
– General tips for your website
– Some examples of “Quick Fixes”
• Testing
– Why it is important
– How to do it
• A Live Usability Test Demo
– www.dreamfields.biz
Common Usability Problems
• Unclear labeling and vocabulary
• Users need to remember too much
• Graphics are cluttered and overused
• Inaccurate understanding of site design
• Poor match between site design and users’ needs
• Navigation problems
• Designed without clear target-user populations in mind
• Design is not guided by users’ goals
• Insufficient privacy and security
• Inadequate buy-in from stakeholders
Where To Begin?
• Need to realize that the way we design websites
is not the way people actually use them.
– We hope that the user will suck in every pixel of
graphics and information on the screen.
– What they actually do is glance at each new page,
scan some of the text and click on first link that
catches their interest.
– We think of our site as great piece of art and literature
and the user’s reality is much closer to “billboard
going by at 60 miles an hour.”
 Fact #1
• We Don’t Read Pages, We Scan Them
– We’re in a hurry
• Web use is motivated by the desire to save time
– We know we don’t need to read everything
• Only interested in a bits that match our task
– We’re good at it
• We’ve been scanning newspapers, magazines and
books all our lives
Fact #3
• We Don’t Figure Out How Things Work,
We Muddle Through
– Faced with new technology, very few people
take the time to read instructions
– People use things all the time without
understanding how they work or with
completely the wrong idea about how they
should work
• It doesn’t matter that we understand how things
work
• But when we find something that does work, we
stick with it
Clear Visual Hierarchy
• The more important something thing is,
the more prominent it is
• Things that are related, are linked visually
• Things are “nested” visually to show
what’s part of what
• Bread crumbs
Fact #2
• We Don’t Make Optimal Choices, We
Satisfice
– When designing pages we assume that users will
scan, consider all options, and choose best one
– The reality is that as soon as we find a link that seems
like it might lead us to right place we click it, this is
known as satisficing.
• We’re in a hurry
• Not much penalty for being wrong
• Weighting options might not improve chances
• Guessing is more fun
6 Things To Do
• Here are 6 things to do to make sure
users see and understand as much of
your site as possible
– Create a clear visual hierarchy on each page
– Take advantage of conventions
– Break pages into clearly defined areas
– Make it obvious what is clickable
– Minimize noise
– Omit needless words
Conventions
• Newspapers all look the same, so it is easy to
read a newspaper no matter where you are.
• Conventions are becoming more prevalent on
the web, although most derive from newspaper
and magazine conventions
– Shopping cart metaphor
– Bookmark metaphor
• Conventions allow users to quickly figure out
how things work, however everyone tries to be
unique…if it isn't broke, don’t fix it!
 Break Up Pages What’s Clickable

• Break up your pages into clearly defined areas • Make it obvious what is clickable
so that users can glance and point at different – Use conventions
areas and determine what they can do • Don’t underline text
• This allows users to decide quickly which areas • Use default color links
to focus on and which they can safely ignore • Use buttons for Search, Submit, etc… not custom
• In latest eye-tracking studies, users decide very links with text and arrows
quickly which parts of the page have useful info
and almost never look at other parts.

Keep Noise to Dull Roar Keep Noise to Dull Roar

• When everything on the page is clamoring

for attention it is overwhelming
• When designing, it’s a good idea to
assume everything is visual noise until
proven otherwise

Omit Needless Words

• Most words are just taking up space

• Remove half the words is a realistic goal
– It reduces noise level
– Makes the useful content more prominent
– Makes pages shorter
• Eliminate Happy Talk
– Self-congratulatory promo writing
• Eliminate Instructions
– If site is good, don’t need them
– The exception is using forms, however good design
eliminates excessive explanation
 HOME-RUN Websites

• Reason why users return to websites:

– High quality content
– Often updated
– Minimal download time
– Ease of use

• To make your site a great site:

– Relevant to users’ needs
– Unique to the online medium
– Net-centric corporate culture

How to Determine Good Design

• A visitor should be able to answer the following

questions quickly when a page is designed well
– What site is this? (Site ID)
– What page am I on? (Page name)
– What are the major options at this level? (Sections)
– What are my options at this level? (local navigation)
– Where am I in the scheme of things? (You are Here
indicator)
– How can I search?
 Back to the Home Page
• The Home page is THE page and must accommodate all
we talked about AND
– Site identify and mission
– Site hierarchy
– Search
– Teases
– Timely content
– Deals
– Short-cuts
– Registration
– Show me what I’m looking for…and what I’m not looking for
– Show me where to start
– Establish credibility and trust
• Therefore the Home page does NOT have to follow
same design as content pages

Get the Message Across Other Home Page Tips

• Tagline • The home page must allow the user to

– Efficient way to get message across easily know where to begin
– Should be clear and informative – Unique navigation
– Only six to eight words • Can be different, but not too different
– Convey differentiation and a clear benefit
• Welcome Blurb
– Don’t use mission statement as welcome
– A description of the site, displayed in a
prominent block that’s visible without scrolling

Other Home Page Tips

• Four ways to “Kill” a

home page
– Putting a banner ad on
if you don’t have to
– Promoting everything
– Letting deals drive the
Home page design
– Getting greedy for
data
Usability Testing
 Usability Testing
• Crucial step in the design process
• Can be conducted at every level of
production
– Flowcharts
– Sketches or digital layouts of graphics
– Clickable wireframe with placeholders for
navigation testing
• These tests are conducted one user at a
time and user is asked to either figure out
what it is or try to use it to do a typical task
True Things About Testing
• Each round of testing should consist of three or
four testers
• Avoid discussing the site beforehand
• Offer a reasonable incentive
• Need an office, computer, room with two chairs
even a camcorder and/or observer
• Recruit loosely and grade on a curve
– Try to find users who reflect your audience, but don’t
get hung up on it
• Exclusive sites, audience is clearly defined groups with
specific interests and needs
What to Keep in Mind
• Brace Yourself (you may be disappointed)
• Don’t panic (don’t jump to conclusions)
• You’re grading on a curve (you are an
expert)
• You’re seeing them at their best behavior
(they will intently read & review everything)
• Pay attention to actions and explanations
rather than opinions
• Take vigorous notes
True Things About Testing
• If you want a good site, you’ve got to test
• Testing one user is 100% better than
testing none
• Testing one user early is better than 50
near the end
– Have at least one complete section working
well, rather than bits of everything
• Point of testing is not to prove or disprove,
it is informed judgment
• You don’t just test once, you fix and re-test
What to Look For
• Do they get it?
• Can they find their way around?
• Head slappers (Why didn’t I think of that?)
• Shocks (How couldn’t they notice that?)
• Inspiration (User suggestions)
• Passion (real connection with something)
What to Keep in Mind
• When videotaping, point camera so can
view screen and testers mouse hand
• When observing pay attention to eye gaze
• Test should be task driven
• Questions should be open ended
• Have the tester relay their observation
verbally throughout the test
 Good Resources
• Don’t Make Me Think, Steve Krug
• Designing Web Usability, Jakob Nielsen
• Interactivity By Design
• Design Wise, Alison Head

• www.useit.com
• www.webpagesthatsuck.com
• www.fixingyourwebsite.com
• www.usableweb.com

Lets Do a Test

Don’t Make Me Think!

Some Quick Tips Regarding:
Web Usability &
User Testing

Jason Swackhamer
• www.dreamfields.biz May 8, 2003
Great Lakes Web Professionals
Keep Noise to Dull Roar
 Other Home Page Tips

• The home page must allow the user to

easily know where to begin
– Unique navigation
• Can be different, but not too different
 Other Home Page Tips

• Four ways to “Kill” a

home page
– Putting a banner ad on
if you don’t have to
– Promoting everything
– Letting deals drive the
Home page design
– Getting greedy for
data