In this talk, I tell the audience how Usability can help create a more inclusive world while helping businesses grow. I also shared ways in which companies can make usability a part of their product development culture

1. Usability for Everyone
By Jagriti Pande
Co-Founder @UX Gorilla
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2. The story of PoorJenny
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3. Bad UX killedJenny !
Source - https://medium.com/tragic-design/how-bad-ux-killed-jenny-ef915419879e
Because the 3 nurses with over 10 years of experience were too
busy feeding information in a complicated software
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5. • An Ebola patient was sent home because of error in hospital
records
• A 27 year old actor dies because of poorly designed gear system
• 228 people lost their lives in an air crash caused by poor
dashboard design
• Partial Nuclear Meltdown because of bad interface
• False Ballistic Missile Threat because of poorly designed and
tested disaster system
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6. The bad UX not just cost
money, it can also cost lives
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7. Usability is UX done right !
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8. Usability is a quality attribute that assesses
how easy user interfaces are to use
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~ Jakob Nielsen

9. According to Alley Rutzel from Google,
there are 6 quality components to Usability
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10. #1. Learnability
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How easily can the users accomplish the task/learn to
accomplish the tasks the first time they encounter the design?
QUESTION TO ANSWER : Do they need training to use the product?
How much training do they need?

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12. #2. Efficiency
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After user learn to perform a task, how quickly can they
perform it?
QUESTION TO ANSWER : How much time on task, how many steps, clicks? Is my
product only usable to habitual users?

13. Google introduced Smart Compose for Gmail in Google I/O 18
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14. #3. Memorability
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On users return to your product after a period of time, how
proficiently can they perform their tasks?
Especially relevant for the websites where users do not necessarily
go everyday. Eg. Websites for Hotel Booking/ Flight Booking
QUESTION TO ANSWER : Is my system efficient enough to be memorable? How are
you going to help them regain proficiency?
UX Gorilla

15. #4. Accessibility
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Can all users irrespective of their physical and cognitive
abilities navigate, understand and achieve their goals?
Remember all of us suffer from situational disabilities all the
time. Accessible systems take care of all users.
QUESTION TO ANSWER : Is my system accessible for users of all physical and
cognitive capabilities? What about the situational disabilities? What happens when
the internet is intermittent?

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17. extendedSource : https://tez.google.com/

18. #5. Errors
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How many errors do users make and how easily are they
able to overcome them?
QUESTION TO ANSWER : How are we preventing errors from happening in the first
place? What is the response of our system when error happens? How severe are the
issues? How much time users take to overcome them?

19. Wait for the users to make an error and then tell the
correct course of action
Prevent errors from the beginning
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20. #6. Satisfaction
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How happy and satisfied users feel to use the product?If doing
a face to face interview, focus on body language too.
The data from customer care, social media pages and play
store / app store listing could also help in understanding how
satisfied the users are?
QUESTION TO ANSWER : Is my system efficient enough to be memorable? How are
you going to help them regain proficiency?

21. Why should you care?
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The People are not dying because of my product !

22. 69.23%
Average documented online shopping cart abandonment rate
This value is an average calculated based on these 37 different studies containing statistics on e-commerce shopping cart
abandonment. https://baymard.com/lists/cart-abandonment-rate
Are Recoverable through a better checkout flow & design
$ 260 Billion
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23. People don't evaluate their
experiences by vertical anymore.
Customers are taking the best experiences from one industry
and demanding a similar or better experience in others.
https://www.thinkwithgoogle.com/marketing-resources/experience-design/carmax-
industry-consumer-experience/
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28. When to do it?
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As Google Researchers say :
In the initial stages do it to design the right things, and then to
design the things right

29. What to Measure / test for?
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You can’t manage what you can’t measure

30. Heart Framework
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H
E
A
R
T
Happiness
Engagement
Adoption
Retention
Task Success
http://static.googleusercontent.com/media/research.google.com/en//pubs/archive/36299.pdf

31. H Happiness
A form of measuring users’ preferences.
• Reviews and ratings
• Body Language
• The Feedback during user testing
• Customer Support Calls feedback
• Perceived Ease of Use
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33. E Engagement
Engagement is the user’s level of involvement with a
product
• Number of shares
• Actions per visit
• Actions per week
• No. of visits by the users
• Time Spent in the app
• Number of sessions
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35. A Adoption
Adoption metrics track how many new users start using a
product during a given time period (for example, the number
of accounts created in the last seven days),
• No. of sign ups/ new subscription/ purchases
• Upgrades to new versions
• Number of sessions
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36. R Retention
Retention metrics track how many of the users from a given
time period are still present in some later time period
• In-app Purchases
• The decrease in subscription / downloads
• Number of sessions
• Subscription Renewals
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37. T Task Completion
How easily, efficiently and effectively the users are able to
complete the tasks that they want to accomplish
• Efficiency - Time on Task, Number of Steps
• Effectiveness - The % of tasks users complete successfully
• Error rates - Number of Errors
• What happens when error takes place?
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38. “ Constraints ”
The reasons for not focusing on Usability
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39. “ Our Product is just an idea right now. We will get
feedback when we have a product ”
or
“ Our Product is unfinished right now ”
#1. Excuse
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40. Do a Competitive User Testing
Your competitions’ product is the cheapest
prototype you can find
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41. Do a Concept Testing with a focus group
Do a focus group study with 5-10 users to pitch
your product and then get feedback.
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42. Do a 5 second Test
Websites like Usability Hub, Pidoco help you get
an audio visual on user’s first opinion about your
product. Effective and economical method to fix
most obvious Usability Issues
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43. User Surveys
You can create Google Forms and run ads to get
feedback on your concept/idea. You can also
incentivize them through some Coupons or a
discount on your product in future
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44. “ We cannot recruit users because of the lack of budget ”
or
“ We cannot incentivize the users ”
#2. Excuse
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45. Do UX Audit / Heuristic Evaluation
Recruit 3-5 UX auditors and let them evaluate the
product based on the UX Guidelines
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46. Down the Hall Testing/ Cafe Studies
Find someone from other team to do the testing
for a particular task scenario or do a 5 sec test
with them
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47. “ Our Users are in different location ”
#3. Excuse
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48. Unmoderated Remote Testing
Services like usabilitytesting.com let’s you conduct
unmoderated remote testing on your product. Users
can login with their phone/desktop and their
feedback with the audio will be shared with you.
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49. Moderated Remote Testing
You may take help of some agencies to recruit
users. Services like Google Hangout gives screen-
sharing option. You may now see the screen of the
users and can also record the feedback. If budget
allows, this can be done in collaboration with
agencies specializing in Usability testing.
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50. “ We do not have that kind of time in hand ”
#4. Excuse
or
“ We are Agile, we like to move fast ”
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51. Rapid Iterative Testing & Evaluation
Timeboxed process of multiple cycles of testing
followed by iteration
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52. Source :https://www.youtube.com/watch?v=6MOeVNbh9cY
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53. “ We do not have a team/expertise to support this ”
#5. Excuse
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54. Collaborate with agencies that have this kind
of expertise or build in-house capabilities
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55. Before you start
• Identify and test the critical paths
• Identify the goals
• Do not forget to include the first time users as well as the current users
• Include at least 1-2 Least Competent Users
• Do testing on your competitors too — it is the most economical
prototype
• Think about the deliverables early on
• Don’t short-circuit the user journey
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56. Focus on the user and all else will follow.
~ From Google’s 10 Ten things we know to be true
In Conclusion
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57. Say hello at
jagriti.pande@uxgorilla.com
linkedin.com/in/jagritipande/
www.jagritipande.com
Thank You
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