usability & the google generation access2010

Usability Testing & The Google

Generation

Presented to Access 2010, October 14th, 2010Library Technologies ConferenceLisa Fast [email protected]

mailto:[email protected]


2Copyright 2010 Neo Insight Inc.

What is this Talk About?

1.We are all the Google Generation

2.Google Expectations and Behaviours observed in many Usability Tests

3.Google Scholar versus Navigation in a usability test

4.Approaches to Usability Testing


We are all the Google Generation


The ‘Google Generation’ Broadly used to refer people born after 1993

“a generation whose first port of call for knowledge is the internet & a search engine”

Stereotype may be fairly accurate: 2% of students start their information search on

a library site - 89% use a search engine From the Perceptions of Libraries & Information Resources report

2005 http://www.oclc.org/reports/2005perceptions.htm

Are the rest of us that different?

http://www.oclc.org/reports/2005perceptions.htm


78% of U.S. adult Internet users perform online research before a product purchase.

No difference across age groups except for those 65 & overn=2,065, Sept 2010

http://www.pewinternet.org/Reports/2010/Online-Product-Research/Findings.aspx

http://www.pewinternet.org/Reports/2010/Online-Product-Research/Findings.aspx


“…research-behaviour traits that are commonly associated with younger users – impatience in search and navigation, and zero tolerance for any delay in satisfying their information needs – are now the norm for all age-groups, from younger pupils and undergraduates through to professors.

Information Behaviour of the Researcher of the Future, January 2008.

http://www.jisc.ac.uk/whatwedo/programmes/resourcediscovery/googlegen.aspx



More than 15 billion Google searches per

month in the U.S.


The average person spends 2 hours per month on Google


Our brains like to build on existing knowledge. It helps us conserve our limited attention

resources for our tasks.


Google Expectations & Behaviour Patterns

Trends observed in 150+ hours of

Neo Insight Usability Test Sessions

For more details, see: http://www.neoinsight.com/newsletter/1009.html#iexpectations

http://www.neoinsight.com/newsletter/1009.html%23iexpectations




Expectation 1: If a field is labeled Keyword or Search, it will work just like

Google.


Recommendations for Field LabelsDon’t use broad labels like Keyword or

Full Text if the search is scoped by other fields or is restricted in any way.The label should clearly define the scope.

Don’t use sub-instructions in small font.

Don’t use a Search button for a scoped advanced search.Google labels their button Advanced Search


Expectation 2: All search fields will correct my spelling, like Google does.


It’s More Than Spelling People focus on their task, not spelling

Hyphens and spaces cause problems

Synonyms cause problemsOn the example site above, synonyms are

supported, but only if you get the hyphen and space right!

Missing a space = No Results No Space – The Right Results


Recommendations

Ensure your search engine supports spelling correction and plural versions.And synonyms for top tasks

Better yet, provide type-ahead – people like it because they know it helps them to avoid errors.


Expectation 3: The search results

will appear as quickly as Google.


“Zero Tolerance for Delay” What we see in tests: people abandon library and

site search if it’s too slow to respond.

Google found that delays as short as 400 milliseconds caused a significant reduction in the number of subsequent searches people made. The study also suggests that it’s better to delay showing the

page completely than to show some of it and then have a delay

Recommendation: Google is setting the pace. If your search results aren’t presented quickly, they’ll leave and go to Google.

http://code.google.com/speed/files/delayexp.pdf

http://code.google.com/speed/files/delayexp.pdf


Expectation 4: If I can’t complete my task easily &

quickly on the site, I’ll google instead.


Recommendations Improve so people won’t feel compelled to leave

Optimize your top task paths –start the task on Home. Ensure your site search is quick and google-like

Make the best of it – make it easy for people to use Google and then return to your site

Make sure that people can copy & paste into fields in wizards or search mechanisms.

For deep sites, make sure page contents are available to search engines, so people can arrive directly at their desired content.

http://www.neoinsight.com/newsletter/1009.html#iexpectations



Comparing Google Scholar to

Hierarchical Navigation


Many young people do not find library-sponsored resources intuitive and therefore prefer to use Google or Yahoo instead: these offer a familiar, if simplistic solution, for their study needs.

Information Behaviour of the Researcher of the Future, January 2008.




Google Scholar ComparisonParticipants were asked to find the same

article two ways:Could start at either Google Scholar or existing menuNo federated search in place at the time

Google Scholar improved performanceMedian time was reduced by 80%A Canada Research Chair faculty member dropped

from 198 seconds to 27 seconds to find his own articleSatisfaction improved by 50% (80% very satisfied)

All but one said “Next time, I’ll use Google Scholar”


Why Did They Prefer Google Scholar?

-Seeing results so quickly helps users refine their search, if necessary. With the Journals route, it can >6 clicks to see article titles. - It’s familiar – they know how to use it.


Make Federated Search your DefaultDon’t Do this (people won’t find it)

Do this!


No Federated Search Yet? Don’t Do This:

If the Selection menu is AFTER the search field, people will hit Enter after their search term, and miss it.

Do This: Put the menu BEFORE the search field, so that they

see it before they start their usual flow.


Approaches to Usability Testing


The Testing Process Site designers aren’t site visitors

Test the usability (effectiveness, efficiency and satisfaction) of top tasks for target audiences

Testing is qualitative it’s the WHAT & WHY not the HOW MANYTask design is key – the right task in the right way

Participants perform tasks on a screen-share with a facilitator & observers

Sessions are video-recorded, notes are synced

Identify symptoms & root causes of usability issues

Make design/redesign recommendations


Iterative Testing Will Find Most Problems

http://www.useit.com/alertbox/20000319.html

3 tests with 5 or more users will find most problems

Participants should perform your top tasks – E.g. Find a book/journal article/, Hours, Locations

http://www.useit.com/alertbox/20000319.html


Advantages of Using ProfessionalsExperience with task identification

methods results in the right tasks

Process is streamlined & well-definedStatistical expertise for quantitative analysis

Recommendations are based on: experience with many sites, knowledge of

conventions and latest techniques

Can apply different types of tests to fit the particular need of the site & team


Do It YourselfAny tests are better than none

except if you use the designers as participants!easier to do iterative testing & make changes

Scale of testing can range from:Complete set of testsTo mini-tests – sit beside the person, take

notes, screen snapshots

Recruit on your site to build a pool of participants for when you need them Follow your ethics guidelines!


Some Great Resources


New Quantitative Methods


New Options for Testing: UnmoderatedNew tools run the tests for you

Examples: Loop 11, UteTool, User ZoomReference book: Beyond the Usability Lab, by

Albert, Tullis and Tedesco

Tasks need very careful designRisk: Garbage in, garbage out!

Need lots of people - recruit on your site

Tells you What and How Many - combine with a few moderated tests to get the Why

http://johnnyholland.org/2010/08/25/how-to-shop-for-unmoderated-usability-testing-tools/

http://www.amazon.com/Beyond-Usability-Lab-Conducting-Large-scale/dp/0123748925/ref=sr_1_1?ie=UTF8&s=books&qid=1288906094&sr=1-1


Popular Option: A/B Testing Use Google’s Website Optimizer to test

two versions of a pageSee which page is more successful

Takes careful design Change just a few things to identify the issues

Need enough traffic

Use online resources to learn more http://www.google.com/intl/en/websiteoptimizer/tutorials.html Try tests at http://whichtestwon.com/

http://www.google.com/intl/en/websiteoptimizer/tutorials.html

http://whichtestwon.com/


Learn From Other People’s Tests

Version AVersion B

Version A boosted Library newsletter sign-ups by 52.8%.

http://whichtestwon.com/email-newsletter-opt-in-test?pollid=73

http://whichtestwon.com/email-newsletter-opt-in-test?pollid=73


Summary People use Google 2 hours per month

They will transfer that learning

You’re not Google but you can act like them or use their tools

Usability testing identifies problemsDo it! Hire professionals or do it yourselfFewer problem calls, better self-service

New testing methods answer more questions, with quantitative data

Contacts

Phone (613) 271-3001Email [email protected] Web www.neoinsight.com Mail Suite 374

300 Earl Grey DriveOttawa, OntarioCanada K2T 1C1

Gord Hopkins

Mike Atyeo

Scott Smith

Strategic design(613) [email protected]

User Experience Specialist(613) [email protected]

Competitive strategy(613) [email protected]

Lisa Fast

Experience Designer(613) [email protected]


http://www.neoinsight.com/





usability & the google generation access2010

Documents

google generation

google labels

site search

google scholar

google searches

information search

search fields

search button