Usability testing

From Dar

See also Iterative Software Development

The improvement of the functioning of live websites and web application can be through a type of Action Research.

Iterative cycles of data collection, reflection and action.

Ideally, you would want to be able to observe over the shoulder of a person as they use the site, but the presence of the observer will bias the process.

Analytical tools exist which record the behaviour of site visitors automatically.

Contents 1 Google Analytics 2 Crazy Egg 3 Example 3.1 Reconnaissance cycle1 - crazyegg 3.2 Reconnaissance cycle2 - gather live data 3.2.1 Action 3.2.2 Data 3.2.3 Analysis 3.2.4 Conclusions 3.3 Improvement Cycle 3 3.3.1 Action

Google Analytics

Statistical webstats analysis focussed on financial goals. http://www.google.com/analytics/index.html

Crazy Egg

Visualiations including the heatmap which shows just where visitors have clicked. http://crazyegg.com/

Example

I used crazyegg to begin investigating "Can I improve this webpage through tracking visitor clicks?"

Reconnaissance cycle1 - crazyegg

Actions: Setup an account at crazyegg, initialise the first test for 1 week, add given code to webpage.

Observation: No data being collected, try again - sucess.

Conclusion: Increase period to 1 month for low traffic pages.

Reconnaissance cycle2 - gather live data

on the higher traffic page.

Action

Initialise 1 week test, take a screenshot of visual analysis for persistence.

Data

Analysis

Immediate startling revelations.

• The text links are being used more than the graphical links, compared to the expectation built into page design.

• text links to well known brands clicked more than to general information or shops.

• Only the first two books clicked, nothing further down the page.

Conclusions

A big re-think is needed to examine purposes, followed by a quick but radical reshuffle to

• Reduce unused elements at the lower part of the page.
• Add text links underneath the panels
• remove duplicate navigation link to same page
• redirect some text links to appropriate content deeper within the site rather than exits.

Then begin the first improvement cycle.

Other thoughts

Are clicks on the flash panel being recorded? Don't forget to save versions of the page before implementing actions.

Improvement Cycle 3

Action

• implement changes to page as above.
• begin 1 month period of data collection.

Initialise 1 week test