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Making Your Website
Easier to Use: A
Usability Testing Case
StudyJason Samuels, IT director
Allison Wickler, web content
manager
National Council on
Family Relations
2
• Established 1938
• Publisher of the Journal of
Marriage and Family
• 3,400 members
NCFR Website - 1938
3
NCFR Website - 2000
• Multicolor HTML tables!
• Provided updates on the
organization’s major
program areas
• Provided online registration
for membership renewal
and conference registration
4
NCFR Website - 2006
• Look and feel of the
website had evolved
• Lots more information
posted about all aspects of
the organization
• Still just a brochure website
(though a large one)
5
NCFR Website - 2011
• Built on Drupal (Content
Management System)
• New features include:
– Professional Resource
Library
– Degree programs guide
– Conference schedule builder
– News feed & event calendar
– Blogs
6
NCFR Website - 2011
7
The 2011 NCFR website was
intended to move our
organization’s web presence from
being a brochure website to being
a go-to place for resources and
information about the field that we
serve.
NCFR Website
8
• Launched in February 2011 with 3,500
nodes of content
– (~ 1,500 of these were faculty listings for the
degree programs guide)
• By December this number had more than
doubled
April 2012 website survey
9
• What do you like most about the NCFR
website?
– quantity and quality of resources
• What do you dislike most about the NCFR
website?
– trouble finding specific resources
– difficult to navigate
• What features or improvements would you
like?
– clearer organization of the content
– greater ease of use
10
Time for some usability
testing
Optimal Workshop
• Recommended by our web
developers
• Offers 3 testing products
– OptimalSort (card sorting)
– Treejack (sitemap testing)
– Chalkmark (click tracking)
• Cost is $109 per month per
service (unlimited use)
11
What is sitemap testing?
• Strips out all layout and
graphics, only shows your
menu choices
• Presents the test taker with
a series of questions, asks
them where they would
navigate to find them
• Simple as that
12
How to conduct a sitemap
test
13
1. Audit your web content
2. Produce a draft of the new sitemap
3. Setup the testing software
4. Invite participants and test
5. Analyze results
6. Revise sitemap
7. Test again
8. Analyze, revise, and test one more time
9. Implement!
Web content audit
• Spreadsheet
detailing your site
content
• 1st column:
numbering system
• 2nd column: title of
the page or section
• 3rd column: URL
14Template adapted from Content Strategy for the Web, by Kristina
Halvorson
Draft a new sitemap
• Add a column for
the new location
• Can hide URL
column if that
helps
• Re-arrange items
• Pro tip: use a
separate column
for each menu
level
15Template adapted from Content Strategy for the Web, by Kristina
Halvorson
Setup the testing software
16
• Can specify when the survey closes (date or
maximum number of responses reached)
• Paste in your sitemap tree
– If each item is in a different column, the
software will recognize this and structure it
accordingly
• Add tasks for users to complete, and
choose the “correct” answers for each
– Keep it reasonably short, 20 tasks = ~10
minutes
• Customize welcome message, instructions,
look, colors and post-test questions
Invite participants
17
• Recruitment - e-news announcements,
discussion listservs, and personal appeals
brought in ~160 volunteers
• Notification – everyone got a notice when
the test opened, and a reminder a couple
days before it closed
• Incentive – everyone who completed the
test was entered into a drawing for a $50
Amazon gift card. Got ~110 responses per
round.
18
Analyzing Results:
It’s all about the Pietrees
Pietree example # 1
19
Pietree example # 1
20
Pietree example # 1
21
• Result: 91% Direct Success, 6% Indirect
Success, 3% Failure
• Analysis: Erika believed that this question
tested successfully, and we agree.
• Testing Action: Remove question from
testing round 2.
• Recommendations: Place a "Join NCFR"
promotion tile on the "About Us" page, and
a "Join Now" button on the membership
types page to capture the segment of
people who went to those sections looking
for this item.
Pietree example # 2
22
Pietree example # 2
23
Pietree example # 2
24
• Result: 4% Direct Success, 8% Indirect
Success, 88% Failure
• Analysis: I think most of the answers are
legitimately good answers. I'm not sure why
"Family newswire" is the only valid answer listed.
• Testing Action: Re-work this question and test
again.
• Recommendations: The intent was to get
people to a section where news from the field
(not from NCFR is posted). The question was not
well-phrased to be clear, but the menu item may
also be better off with a clearer title.
Big lessons
25
• Based on the answer patterns we learned
some big lessons
– Our users look for resources everywhere on our
website, so we did more to prioritize them
– Nomenclature is terribly important. Avoid
ambiguous menu titles, and be careful not to
name multiple items in a way that seems like
they lead to the same thing
– Sometimes there’s just going to be a split. Go
with the one that got the bigger share, but make
a note to link there from other high-percentage
choices
Iterate
26
• Revise the sitemap based on what you
learned from the test results
• Replace questions that tested well
• Rework questions that tested poorly
• Each test completed in a 5-day window
• 4-5 day turnaround to the next test
• Completed 3 testing rounds in a month
27
Deep breath:
Take your time, do it right
Take your time, do it right
28
• In our case the web developers needed
time to design and build a revised layout
• Allison worked on the spreadsheet for
months, tweaking titles and sitemap
structure while using the test results as
her guide
29
Ready, set, launch!
Launch!
30
• Because of the extent of our changes, all
of the work was done on a staging site
• Two-week content freeze: refrain from
updating or double-key in staging
• On launch day our developers copied the
staging website over the live site
NCFR Website - 2013
• Cleaner design
• Fly-out menus assist
navigation
• Homepage highlights
enterprise areas
• Resources throughout, but
also consolidated in library
31
32
Questions?

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Making your site easier to use, an in-house usability testing case study

  • 1. Making Your Website Easier to Use: A Usability Testing Case StudyJason Samuels, IT director Allison Wickler, web content manager
  • 2. National Council on Family Relations 2 • Established 1938 • Publisher of the Journal of Marriage and Family • 3,400 members
  • 3. NCFR Website - 1938 3
  • 4. NCFR Website - 2000 • Multicolor HTML tables! • Provided updates on the organization’s major program areas • Provided online registration for membership renewal and conference registration 4
  • 5. NCFR Website - 2006 • Look and feel of the website had evolved • Lots more information posted about all aspects of the organization • Still just a brochure website (though a large one) 5
  • 6. NCFR Website - 2011 • Built on Drupal (Content Management System) • New features include: – Professional Resource Library – Degree programs guide – Conference schedule builder – News feed & event calendar – Blogs 6
  • 7. NCFR Website - 2011 7 The 2011 NCFR website was intended to move our organization’s web presence from being a brochure website to being a go-to place for resources and information about the field that we serve.
  • 8. NCFR Website 8 • Launched in February 2011 with 3,500 nodes of content – (~ 1,500 of these were faculty listings for the degree programs guide) • By December this number had more than doubled
  • 9. April 2012 website survey 9 • What do you like most about the NCFR website? – quantity and quality of resources • What do you dislike most about the NCFR website? – trouble finding specific resources – difficult to navigate • What features or improvements would you like? – clearer organization of the content – greater ease of use
  • 10. 10 Time for some usability testing
  • 11. Optimal Workshop • Recommended by our web developers • Offers 3 testing products – OptimalSort (card sorting) – Treejack (sitemap testing) – Chalkmark (click tracking) • Cost is $109 per month per service (unlimited use) 11
  • 12. What is sitemap testing? • Strips out all layout and graphics, only shows your menu choices • Presents the test taker with a series of questions, asks them where they would navigate to find them • Simple as that 12
  • 13. How to conduct a sitemap test 13 1. Audit your web content 2. Produce a draft of the new sitemap 3. Setup the testing software 4. Invite participants and test 5. Analyze results 6. Revise sitemap 7. Test again 8. Analyze, revise, and test one more time 9. Implement!
  • 14. Web content audit • Spreadsheet detailing your site content • 1st column: numbering system • 2nd column: title of the page or section • 3rd column: URL 14Template adapted from Content Strategy for the Web, by Kristina Halvorson
  • 15. Draft a new sitemap • Add a column for the new location • Can hide URL column if that helps • Re-arrange items • Pro tip: use a separate column for each menu level 15Template adapted from Content Strategy for the Web, by Kristina Halvorson
  • 16. Setup the testing software 16 • Can specify when the survey closes (date or maximum number of responses reached) • Paste in your sitemap tree – If each item is in a different column, the software will recognize this and structure it accordingly • Add tasks for users to complete, and choose the “correct” answers for each – Keep it reasonably short, 20 tasks = ~10 minutes • Customize welcome message, instructions, look, colors and post-test questions
  • 17. Invite participants 17 • Recruitment - e-news announcements, discussion listservs, and personal appeals brought in ~160 volunteers • Notification – everyone got a notice when the test opened, and a reminder a couple days before it closed • Incentive – everyone who completed the test was entered into a drawing for a $50 Amazon gift card. Got ~110 responses per round.
  • 18. 18 Analyzing Results: It’s all about the Pietrees
  • 21. Pietree example # 1 21 • Result: 91% Direct Success, 6% Indirect Success, 3% Failure • Analysis: Erika believed that this question tested successfully, and we agree. • Testing Action: Remove question from testing round 2. • Recommendations: Place a "Join NCFR" promotion tile on the "About Us" page, and a "Join Now" button on the membership types page to capture the segment of people who went to those sections looking for this item.
  • 24. Pietree example # 2 24 • Result: 4% Direct Success, 8% Indirect Success, 88% Failure • Analysis: I think most of the answers are legitimately good answers. I'm not sure why "Family newswire" is the only valid answer listed. • Testing Action: Re-work this question and test again. • Recommendations: The intent was to get people to a section where news from the field (not from NCFR is posted). The question was not well-phrased to be clear, but the menu item may also be better off with a clearer title.
  • 25. Big lessons 25 • Based on the answer patterns we learned some big lessons – Our users look for resources everywhere on our website, so we did more to prioritize them – Nomenclature is terribly important. Avoid ambiguous menu titles, and be careful not to name multiple items in a way that seems like they lead to the same thing – Sometimes there’s just going to be a split. Go with the one that got the bigger share, but make a note to link there from other high-percentage choices
  • 26. Iterate 26 • Revise the sitemap based on what you learned from the test results • Replace questions that tested well • Rework questions that tested poorly • Each test completed in a 5-day window • 4-5 day turnaround to the next test • Completed 3 testing rounds in a month
  • 27. 27 Deep breath: Take your time, do it right
  • 28. Take your time, do it right 28 • In our case the web developers needed time to design and build a revised layout • Allison worked on the spreadsheet for months, tweaking titles and sitemap structure while using the test results as her guide
  • 30. Launch! 30 • Because of the extent of our changes, all of the work was done on a staging site • Two-week content freeze: refrain from updating or double-key in staging • On launch day our developers copied the staging website over the live site
  • 31. NCFR Website - 2013 • Cleaner design • Fly-out menus assist navigation • Homepage highlights enterprise areas • Resources throughout, but also consolidated in library 31

Notas do Editor

  1. Our first website had a terrible interface. Users needed to first get a rag, wipe away the cobwebs, and then open a book.
  2. Our first website had a terrible interface. Users needed to first get a rag, wipe away the cobwebs, and then open a book.
  3. This is an example of a straightforward, successful test
  4. This is an example of a straightforward, successful test