Refreshing Research

Usability Feature: Researching Price - SPSS

At Evolve, one of our software staples is an awesome application called SPSS - it's for statistical analysis and it satisfies our inner nerd.

Today I wanted to find out how much the latest version of the software costs and if the price was right I'd purchase it online.

In today's video you can see how the website made it very difficult for me to buy the product.  My core goal was 100% based on finding that price which turned out to be an impossible task.

Since I couldn't find pricing details, I got frustrated and decided to go off and do something else - which is very typical of most Internet users.

Website usabilty is all about delivering on user expectations.  Most users expect this from a software vendor's website: 

• Find product information
• Find pricing information
• Purchase and download online - immediately

Although I have a feeling the SPSS website is going through a bit of a change at the moment, the lack of delivering on what I expected (and making the simplest of things very difficult for me) lost them a sale of some expensive software.

Watch the 2.5 minute video and see where they went wrong (and then check against your website - yours doesn't do this, does it?)

Usability Feature: Office 2008 for Mac - Help

We really like the Help features in Office 2008 for Mac. 

Most help functions within an application typically open a seperate window and act as a reference resource telling you how to achieve whatever it is you wish to do.  Office 2008 for Mac does something a little different.  It shows you where to find what you're looking for - all within the window you're working in.

Why can't any other programs incorporate this useful tool regardless of platform?

EDIT:  Wow, I feel like a Mac n00b (which is exactly what I am) - apparently this help functionlity is integrated into many programs on Mac.  Firefox, Illustrator, iPhoto - all there. 

I would LOVE to see this on Windows.  Come on, Microsoft, I know you can do it.  You made the awesome Windows 7 after all...

Survey Shows Facebook Users are Dissatisfied

While Facebook may be the largest and most popular social networking site, users are becoming increasingly dissatisfied with the service.  According to the 2010 American Customer Satisfaction Index, Facebook scored a 64 out of 100 on their user satisfaction scale, placing it in the bottom 5% of all private sector companies.  To put this into perspective, the IRS website to electronically file your taxes scored higher.

Respondents offered several reasons for being dissatisfied with Facebook.  Users:

• Are concerned about privacy
• Have expressed frustration over constant changes to the website
• Dislike the targeted advertising, and
• Are becoming annoyed with frequent notifications 

Being a usability nerd, the constant changes to the website have been my biggest pet peeve.  It seems like every other month Facebook drastically changes the layout and users have to relearn how to use and navigate the site.

This poses a long term threat to Facebook because right now users are staying because they don’t have a better alternative.  That could change though as Google is rumored to be working on a social networking site to rival Facebook and another group, Diaspora, are spending this summer coding an open-source version.  If they are successful in creating a platform for users to keep in touch the way Facebook does but in a more secure and user-friendly format, then we may see Facebook dethroned as the king of the social networking world.

What You Don’t Know About Your Users Can and Will Hurt You

There's an old saying that what you don't know can't hurt you. Well in most cases that saying is false. When it comes to your website's users, what you don't know will definitely hurt you. Often-times organizations and developers become so familiar with their site that they believe every task is simple and that terminology is familiar to all users. However, not all users are created equal and many may be less familiar with the web than you think. But don't just take my word for it; check out this article and video about the average user from UX Magazine. People were asked to explain what a browser was, and you'll be surprised with the responses.

 

Even users who are very familiar with the web may find some tasks difficult. We have conducted many usability studies where experienced web users had difficulty completing a task novice users completed easily. The point is, websites don't typically have one user. They have different types of user...and the site has to cater to all of them! And yes, even super experienced Internet guru's don't always get it.

So how do you ensure all your users have a positive experience on your website? Consult with them! Find out who your users are and ask them what functionality they are looking for on your site.

If your user base is diverse, then talk to an eclectic mix of people. If you just cater towards those who look after exotic animals, then just talk to zoo keepers - but make sure you talk to all types of zoo keepers! A zoo keeper who pays all their bills online will use a website differently from one who just uses the Internet to check their AOL mail. The elephant keeper may have different information requirements then the insect guy. Anyway, you get the picture. Ask users what they think of current functionality. Ask users what functionality they need and expect.

But make sure you always test the site with your users to observe how they interact with it and where they might be having problems. In many cases, a small change can yield big results in terms of usability, which in turn will lead to higher conversion rates and a stronger bottom line for your organization.

Usability Fail: Why You Should Always Test Your Site in Multiple Browsers

Not all users prefer to use the same browser, so it is important to test your website in multiple browsers to ensure it works properly in all of them. Even one broken or missing link can ruin the user experience, especially if it is a call to action for returning visitors, like signing in. In a worst-case scenario, the user may leave your site for good and turn to your competition for their needs.

The other day I came across this picture on Digg showing the Federal Student Loans website in 3 different browsers. Even though everything looks the same at first, you can only sign-in to your account if you use Firefox. Maybe they think that only Firefox users have student loans?

 

Have you tested your website in all of the major browsers lately?

Usability Debate: Should You Keep All of Your Important Content Above the Fold?

 Above the fold - all content is visible without needing to scroll.

There is an ongoing debate between usability experts over where content should be placed on web pages. Some, such as Jakob Nielsen, argue that all important content should be placed above the fold; meaning the area of the page that the user sees before scrolling. Others argue that this heuristic is no longer important because users have become accustomed to scrolling and will find the content regardless. So who is right in this debate?

Jakob Nielsen sites a recent study he conducted which showed users spending 80% of their time above the fold. He argues that it's not a matter of scrolling; rather, users lose interest or find something else to click on the longer they are on a page. Another usability professional, Joe Leach, sites numerous studies he has conducted in which users only had a problem with the fold on rare occasions.

 Below the fold:  user needs to scroll to read all content.

In our usability tests we have found that while users are comfortable with scrolling and will usually find the content they are looking for, keeping the important content above the fold increases the overall usability of the site. Most users read web content in an F pattern, meaning that they will read the first line or two of text and then quickly scan the rest of the page instead of reading every word. Graphics and hyperlinks tend to catch the most attention, since they serve as visual cues that quickly explain the content and tell the user where to go next. We have found that users will often click on the first link that could possibly take them to where they want to go or will only pay close attention to the top of the page and leave if it's not immediately clear that they're in the right place.

 Geico - the most important info is above the fold (the form to get a free insurance quote)

 In my opinion, the debate over where content should be placed ultimately depends on the amount of content that needs to be displayed. You certainly want your layout to appear professional and uncluttered, so if you have a lot of content then it is certainly acceptable to place some of it below the fold. However, you should make sure that there are visual cues to show the user that there is additional content on the page. Have some text or a graphic that begins above the fold and goes on below the fold and avoid the use of white space and horizontal lines in this area. A word of caution though; if you decide to place a lot of your content below the fold, be sure to provide a clear and concise summary of the page at the top so users know whether or not they are in the right place.

The bottom line is that users don't want to waste time searching for their desired content. Keeping the most important information above the fold helps users find that content quickly. The further down the page it is, the less likely it will be seen. Remember also that your website is an extension of your brand, so it would be unwise to cram as much content as possible above the fold for the sake of a heuristic.

Stew's verdict: The most important content should be placed above the fold whenever possible, but not at the expense of a clean layout.

Evolving the Interface: What's the Future of the Mouse?

 

Color Me Badd.  They used a mouse, just like you.

Many of us use a mouse as our main interface with a computer and software. 

We've been using this same input mechanism for the last 20 to 25 years.   Given the rate that technology is advancing, you perhaps would expect to see huge leaps in interface design, but this hasn't really been the case.

Sure, many of us use touchpads on our laptops, but in a lot of cases the touchpad simply replaces the functions of a mouse.  While the medium looks different, the functionality remains the same.

 

Apple has evolved touchpad, and more recently mouse, functionality by allowing fingertip gestures to carry out additional functions such as scrolling, zooming and moving/opening new windows.  But still, the core functionality piggy-backs technology that's a quarter of a century old.

The folk at 10/GUI are rethinking how humans currently interact with computers and software with a goal of evolving the process.  10/GUI do note that a radical change in input mechanic will mean that software will have to be designed to take advantage of this.  Their proposal isn't simply a replacement mouse, it is a whole new way of interacting.  

Have a look at this 8 minute video and be sure to read the comments below - there are a ton of great points for and against the technology. Let us know what you think!

 

10/GUI from C. Miller on Vimeo.

Is your website usable in a mobile environment?

Each year more and more cell phones come equipped with Internet access. Whether it's a smartphone or a regular old cell phone, it's becoming harder to find one that is not capable of accessing the mobile web. With this increase in accessibility, more consumers are turning to their phones when they need to access something online and are not near a computer.

However, even though most cell phones provide Internet access, using websites on a cell phone can be a chore. Usability guru Jakob Nielsen conducted a series of tests on mobile sites last year and found that users only have a 59% success rate when using the mobile web, compared to 80% when using a desktop or laptop computer. Some issues such as the small screen, lack of a traditional mouse and smaller (and often non-QWERTY) keyboard are unavoidable. But even with these limitations, companies can improve their mobile usability by providing a mobile version of their website that is optimized for cell phone use.

Mobile websites should limit their functionality to the most common user tasks and keep graphics to a minimum. The use of Flash should be avoided since many phones (even the iPhone) cannot read Flash content. Restaurants tend to be a big offender of this, and on more than one occasion I have changed dinner plans because I could not view the menu or find the hours of operation when accessing a restaurant's website on my iPhone.

When accessing the site, users should be auto-routed to the correct version (full or mobile) based on the device being used. It is also wise to provide a link to the mobile site on the full website, and vice versa, just in case the user is not routed properly or needs to access functionality not available on the mobile site.

While having a mobile website will not solve all of the usability issues for mobile users, it certainly helps. Jakob Nielsen reports that users had a 64% success rate when using a mobile site verses a 53% success rate when using full websites. The type of phone also makes a difference; with the fancier, more hi-tech phones achieving greater usability. However, when designing for usability you should always design for the novice users and most basic devices.

Activision's Blur: The Beta is Highly Usable

 

I'm fortunate enough to be participating in the Xbox 360 multiplayer beta test of Activision (publisher) and Bizarre Creations (developer) upcoming video game racer, Blur.

I'm a pretty experienced video game nerd and I have to say that this is one of the most hands on and usable games ever developed.  

Any game which allows you to jump in and play straight away without the need of manuals, tutorials, FAQs or support oozes usability.  Blur is such a game.

 

Bizarre Creations has used standard racer controller mapping - left stick steers, right trigger accelerates and left brakes.  This control scheme has been replicated across a multitude of racing games in the past which means that most users will not have to learn or re-learn the function of the physical interface.

As the game loads, bite sized information is displayed on screen displaying extra game functionality.  This way, by the time the user is in his or her very first game they know how to race and how to switch and fire power ups.

Veterans and newbies alike, everyone knows how to play the game.  This is extremely important in a multi-player environment as everyone, regardless of experience, has an equal chance of winning.  Well, Jules probably doesn't but she doesn't have time for nerdy games like this between all the diaper changes and sippy cup refilling.

This brings me on to my next point - this is the most accessible racing game I have ever played.  Since the learning curve is so low  people who have been playing the game for days or weeks hold very little advantage over those who have been playing for 10 minutes.  This makes Blur an extremely engaging experience.

Like any good website or product, Blur evens the playing field by allowing all users achieve what he or she wants with confidence and minimal instruction. 

By the way, there is one more thing that makes this game stand out.  Although nothing to do with usability, it has everything to do with something very close to our hearts.  Social media.

 

Blur is the first mainstream Xbox 360 title that has Twitter integration.  To keep things competitive with your buddies, Blur will autotweet updates about your performance and progress.  

While I will not use this feature, it excites me to see large game developers integrating our virtual pastimes into our social media presence.  

I for one will be buying this game upon release on May 25th thanks to Blur's unparalleled focus on usability and accessibility.  I will then proceed to whip Stewart up and down the race track, but that's just a little gaming smack talk for you.   

 

Southwest Airlines: Usable Applications Make All the Difference

Researching the best price for airfare can be quite the chore. I should know; I just spent the last two days researching flights to visit my family in Florida this summer. During this process, I noticed some clear distinctions between Southwest Airlines and other airline and travel websites.

When evaluating prices on most airline websites, users are bombarded with choices that are often presented in a confusing format. On some websites the user is not shown the price at all until they select an itinerary. On other sites the user is shown a page with only departing flights and a "lowest possible price." Once the user selects the departing flight, they are then shown return flights with a broad range of prices. Comparing travel among different dates can be even more cumbersome, often forcing the user to go back to the home page and start all over with each alternative date.

This is not the case with Southwest Airlines. Once the user enters their travel details, they are taken to a page that makes evaluating flights easy as pie. The departure and return flights are presented on the same page and the price for each ticket type and flight are clearly marked. Placing the cursor over one of the ticket types reveals a short checklist comparing the features of each ticket. If the user wants to see how changing one of the travel dates will affect the price, they can simply click one of the date tabs shown at the top of the departing and returning flight boxes.



Southwest also has a nifty tool that shows the lowest price each day for the month. By selecting the "low fare calendar," the user is shown a calendar with the lowest fare each day for both their departing and returning flight. Getting this information on most other airline and travel websites would require a lot of trial and error (not to mention note taking).



It appears that Southwest understands that a positive user experience yields satisfied customers. Shopping for flights can be very stressful, so anything that makes the task easier will go a long way. I have flown Southwest in the past and have always been impressed with their customer focus, so seeing these updates to their website makes me even more likely to turn to them first for future flights.

Marketing professionals in Oklahoma City have a unique and exciting opportunity tomorrow. Southwest's Online Spokesperson and Emerging Media Specialist, Christi Day, will be the guest speaker at tomorrow's AMAOKC meeting. Christi is the voice behind Southwest's Twitter account and a moderator on their "Nuts About Southwest" blog. She will be sharing how she uses social media to create positive buzz for Southwest and how to portray your brand's unique personality on different social media channels. We hope to see you there!