best of baskin presented by avram baskin. spock says… “the needs of the many outweigh the needs...
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Best of Baskin
Presented byAvram Baskin
Spock says…
“The needsof the many
outweighthe needs of the few,or the one”
Requirements Gathering
Focus Groups
Protocols What do members expect to see
on the web site Three target groups
New members Veteran members Committee, chapter, and trip leaders
10 participants in each group
Major Issues All participants joined to go on trips, and
all participants found it difficult to get the information they needed to go on a trip
If members do not quickly find information they want they get frustrated and give up and do not try again
Participants felt that they were just “thrown into their membership” – no orientation is provided
Recommendations
Provide a home page link to trip listings
Make trips sortable by date, activity, and type of activity
Include printable copy of trip listings Explain the geography of the club and
how the Boston Chapter is organized
ComparativeHome Pages
Methodology 30 homes pages from
sites for organizations similar to the AMC
Six screen shots per sheet of poster board
Participants ranked their top five choices, based on immediate visual appeal
Lindgaard, Fernandes, Dudek and Brown (2006)
Screen shot resolution was 800 x 600
58 participants
Five Highest Ranked Sites
Randolph Mountain Club
26 Votes
American Canoe Association 26 Votes
Five Highest Ranked Sites
Appalachian Trail Conservancy 16 Votes
Nature Conservancy 21 Votes
Five Highest Ranked Sites
Trustees of the Reservations 16 Votes
Five Lowest Ranked Sites
Outdoors Club 1 Vote
League of American Bicyclists 0 Votes
Five Lowest Ranked Sites
Save the Harbor, Save the Bay 2 Votes
American Whitewater 1 Vote
Five Lowest Ranked Sites
AMC Southeast Mass. Chapter 2 Votes
Next Steps
Apply metrics developed by Ivory and colleagues for predicting if a web site will be highly rated
Perform a cluster analysis to assess similarities between the groups of ranked sites submitted by the participants
Site Visits &Contextual Inquiry
LL Bean Corporate Profile
$1.5 billion annual sales 21.5% annual sales growth 3,900+ employees 2.6% annual employee growth 200 million+ catalogs distributed
per year 10 specialty catalogs
About the Call Center
Number of Representatives (Agents) Peak…………………………………………3,000 Off Peak……………………………………1,500
Number of Inbound Calls/Day Slow Periods (April & May)………..50,000 Peak Mondays………………………..180,000
No Outbound Calls Except in Response to Service Issues
Strategic Objective
Customer should speak with a human being as quickly as possible No complex phone trees If wait is four minutes or less, customer
is put on hold If wait greater than four minutes,
customer gets a busy signal Don’t tie up resources for more than
four minutes
Avaya Product History
Using CMS for almost ten years Export CMS historical data for use
in "home grown" historical reports They use CMS real time reports to
analyze call volumes and assess resource requirements"CMS is a workhorse"
Sue Beckleman, IT Managerc
Work Force Planning Analyst
Responsible for staffing and scheduling in real time
Analyze all call, e-mail, chat, and mail order activity
Make sure work is evenly allocated to agents.
If high call volumes in certain areas, reassign agents to those areas
Work Force Planning Analyst Workspace
User Questionnaires
Issues May be difficult to provide statistical
accuracy i.e. reporting at 95% confidence level with a
margin of error of ± 3% Limited resources Possibility of bad data in contact list All members did not have equal
opportunity to respond to questionnaire But results still useful
Data for user profiles Data for modeling user expectations for the
web site
ResultsWant Conservation Committee Updates
82.9
12.94.2
0
20
40
60
80
100
Yes No No Response
% o
f R
es
po
ns
es
Want Human Interest Articles
70.0
25.8
4.2
0.0
20.0
40.0
60.0
80.0
100.0
Yes No No Response
% o
f R
es
po
ns
es
Want General Interest Articles
72.9
22.9
4.2
0.0
20.0
40.0
60.0
80.0
100.0
Yes No No Response
% o
f R
es
po
ns
es
How Often Access Chapter Web Site
0.45.4 7.5
20.816.3
11.3 10.4
24.6
3.3
0
10
20
30
40
50
Daily Weekly Everyotherw eek
Monthly Onceeverythree
months
Onceevery sixmonths
Once ayear
Nevervisited
NoResponse
% o
f Res
pons
es
ResultsAMC-like Activities, on Own or in Informal Groups
85.0
11.73.3
0.0
20.0
40.0
60.0
80.0
100.0
Yes No No Response
% o
f R
es
po
ns
es
Activity # %
Hiking 114 32.2
Bicycling 55 15.5
Skiing 45 12.7
Kayaking 26 7.3
Backpacking 25 7.1
Canoeing 17 4.8
Snow Shoeing 17 4.8
Camping 16 4.5
Other Activities 13 3.7
Local Walks 10 2.8
Climbing: Rock/Ice/Mountain 8 2.3
Sea Kayaking 3 0.8
Conservation/Nature Events 2 0.6
Wind Surfing 2 0.6
Family Outings 1 0.3
ResultsImportance of Conservation
18.223.4
28.117.7
6.1 3.5 3.0
0.0
20.0
40.0
60.0
80.0
100.0
EI VI I N U VU EU
% o
f R
es
po
ns
es
Importance of Recreation
18.728.7
23.515.7
6.5 5.2 1.70.0
20.0
40.0
60.0
80.0
100.0
EI VI I N U VU EU
% o
f R
es
po
ns
es
EI VI I N U VU EU
EI 3 7 6 9 4 1 2
VI 5 16 14 8 2 0 1
I 10 6 16 7 2 1 1
N 9 5 10 2 0 0 0
U 2 6 3 1 0 2 0
VU 1 2 1 2 1 1 0
EU 1 0 0 1 0 1 0
Conservation/Environmental Initiatives
Recre
ati
on
al
Acti
vit
ies
EI: Extremely Important
VI: Very Important
I: Important
N: Neither Important or Unimportant
U: Unimportant
VU:Very Unimportant
EU:Extremely Unimportant
Usability Testing
Methodology Comparison of current site with two
other sites AMC: http://www.outdoors.org/ Berkshire: http://www.amcberkshire.com/
The same tasks on all three sites Quantifiable measure of performance Six participants
AccessibilityThe user attempts to resize the text using CTRL+ and nothing happens. “That’s a disadvantage to people my age”.
Search ControlThe user wants to search for a trip, but finds the search form to be to complex – “I’m a Google fan”.
Recommendations
Size all screen elements using “ems” to allow resizing of text
Provide two levels of search Simple search Advanced search
Information Architecture
Process Flows
Wireframes
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