In this months'
introduction to usability we consider the role of online usability
tools as part of the usability practitioners' tool kit.
Traditional laboratory based
usability testing (Usability Evaluation) Is still by far the most
detailed and comprehensive method of identifying usability issues
with websites. However the data captured in the lab can be
supplemented and in some cases replaced with the use of online
usability tools.
Online usability tools are
designed to capture date from two sets of visitors: Real world
users, and recruited participants. We will look at each.
Real world users visit the site
and are asked to participate in the research. They have to 'opt
in' in order to be included and having done so are presented with
some questions. The best tools do not bombard the visitor with a
mile long list of questions but are targeted at the key issues.
For example, 4 questions may be presented that capture the
demographic information, purpose/objective for visit, referral
source and value placed on the online brand. On leaving they will
be asked four more questions confirming whether they achieved
their objective, if not why not, and a measure of how their online
experience has impacted their perception of brand value. This type
of online usability tool is ideal for identifying areas where lab
based usability testing needs to be targeted.
Recruited participants, from a
pool recruited either specifically for the usability research or
on a retained basis are asked to complete tasks. A window
appears on the page providing them with instruction but not
interfering with their interaction with the website. On
completing the task, or failing to do so, the participant is
required to describe their experience and what they found
difficult or unintuitive about the site.
Whilst this second type of online
tool does not provide the level of granularity that lab based
usability testing does, it has a number of advantages. For example
one of the main barriers to carrying out large-scale usability
projects with high numbers of participants has been the high
associated cost. The costs come from recruitment, extended lab
time and on occasions from travel if the participants need to be
recruited from different geographic groups or regions. Online
usability tools of the task type provide a cost effective method
of capturing data from large group of participants.
The Usability Company has a
number of online usability tools but our advice is that they form
part of the overall solution and at present, cannot be considered
the solution in themselves.
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