best practices in web evaluation mark a. greenfield
TRANSCRIPT
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Best Practices in Web Evaluation
Mark A. Greenfield
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Mark Greenfield
Higher ed web professional, consultant, keynote speaker, futurist, uwebd overlord,
lacrosse coach, tennis player, music lover, dog rescuer, volleyball dad
markgr.com
twitter.com/markgr
delicious.com/markgrwww.linkedin.com/in/markgr
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The Entire Site Matters
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Operations
Evaluation
Strategy
the .edu lifecycle
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Why do you have a website?
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1. Too busy
2. Consensus on what makes a good website
Challenges
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Time Management Matrix
I
No
t Im
po
rta
nt
Im
po
rtan
t
Urgent Not Urgent
II
III IV
• Crisis• Pressing problems• Deadline-driven projects,
meetings, preparations
• Preparation• Prevention• Planning• Values clarification• Relationship building
• Needless interruptions• Unnecessary reports• Unimportant phone calls,
meetings, mail• Many popular activities
• Trivia, busywork• Time wasters• Some phone calls, mail• “Escape activities”
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Time Management Matrix
I
No
t Im
po
rta
nt
Im
po
rtan
t II
III IV
25 - 30% 15%
50 - 60% 2 - 3%
Urgent Not Urgent
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Time Management Matrix
I
No
t Im
po
rta
nt
Im
po
rtan
t II
III IV
20 - 25%
25 – 30%
65 - 80%
15%
15%
50 – 60%
Less than 1%
2 – 3%
Urgent Not Urgent
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What makes a good website?
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HiPPO
HIghest Paid Person’s Opinion
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what a site looks like
is NOT the only thing that matters
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What makes a good website?
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The lens through which you view the world
Paradigms
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Know what you don’t know
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What makes a good website?
What do students think?
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Form over Function
Simple and easy:73% juniors77% seniors
Cool design/features:27% juniors23% seniors
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Facts vs. Feelings
Facts, dates and details:
80% juniors84% seniors
Get a feeling for the school:20% juniors16% seniors
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Photos or Words?
Words are most important:
72% juniors76% seniors
Photos and videos:28% juniors24% seniors
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Evaluation Methodologies
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How many of you evaluate your website based on
Analytics
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Web Analytics
• Know your KPI’s (Key Performance Indicators)
• Analytics should be an ongoing process
• Focus on trends
• Be wary of the macro view
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When is a redesign that results in a decrease of 500,000
page views a good thing?
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How many of you evaluate your website based on
The User Experience
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“Most senior administrators understand usabilty about as well as they understand the average air speed velocity of an unladen swallow.”
- John Rhodes
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We need more people with UX expertise
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UCD Methodologies
Affinity Diagrams Benchmarking BrainstormingCard Sorting Cognitive Walkthrough Contextual InquiryExpert Evaluation Eye Tracking Field Study Five Second Tests Focus Group Functionality MatrixHeat Maps Heuristic Evaluation InterviewJourney Maps Mental Models PersonasSurveys Task Analysis Usability Tests
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UCD Methodologies
Affinity Diagrams Benchmarking BrainstormingCard Sorting Cognitive Walkthrough Contextual InquiryExpert Evaluation Eye Tracking Field Study Five Second Tests Focus Group Functionality MatrixHeat Maps Heuristic Evaluation InterviewJourney Maps Mental Models Personas Surveys Task Analysis Usability Tests
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Usability Tests
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Wisdom from Steve Krug
• Testing one user is 100% better than testing none
• The best kept secret of usability testing is that it doesn’t matter much who you test (recruit loosely and grade on a curve)
• Think about the implications of “domain knowledge”
• Focus on scenarios, not tasks
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analytics can tell you what people are doingbut not why
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Focus Groups / Usability Tests / Surveys
• Focus groups are good for understanding attitudes and perceptions
• Focus groups are not a good way to get usability information.
• Focus groups are numerically impossible to generalize to a larger population so they can’t replace surveys.
• What people say they do and what they actually do are often very, very different
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Heuristic Evaluation
A usability evaluation method in which an expert performs a systematic inspection of a web site based on a set of design principles (commonly referred to as heuristics)
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Task Flow Analysis
Task flow analysis critiques what a user is required to do in terms of actions and/or cognitive processes to complete a task on a web site.
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Taskonomy instead of Taxonomy
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How many of you evaluate your website based on
Speed
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The Need for Speed
#marks911
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Response Times
0.1 second The limit for having the user feel that the system is reacting instantaneously.
1 second The limit for the user's flow of thought to stay uninterrupted, even though the user will notice the delay.
10 seconds The limit for keeping the user's attention.
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People will visit a Web site less often if it is slower than
a close competitor by more than 250 milliseconds
(a millisecond is a thousandth of a second)
www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.html
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delicious.com/markgr/speed
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How many of you evaluate your website based on
The Quality of the Code
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How many of you evaluate your website based on
Credibility
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How many of you evaluate your website based on
Security
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How many of you evaluate your website based on
Uptime
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How many of you evaluate your website on
A variety of devices and platforms
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How many of you evaluate your website on
Accessibility
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mark greenfieldmakayla greenfield
What 3rd Graders Can Teach Us About Web Accessibility
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We are all temporarily-abled
- Rachael Scdoris
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How many of you evaluate your website based on
The efficiency of your web operations
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Operations
Evaluation
Strategy
the .edu lifecycle
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Concluding Thoughts
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Measure both the product and the process
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How good is good enough?
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All evaluation efforts must be actionable
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Evaluation should be iterative and ongoing
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Thank You
mark a greenfield
markgr.comtwitter.com/markgr
delicious.com/markgr