It S*cks To Be You

Steve Krug, author, “Don’t Make Me Think”

Usability

• The primary goal should be: Designing things that actual human beings can use for their intended purpose.
• For Web sites, that means being able to easily find where valuable information is, then getting to it.
• Everything should be as self-evident as possible … “don’t make me think.” People should be able to “just get it.”
• Clarity trumps everything, but it’s not easy to achieve.
• Be aware of the disparity between what we think people are doing and what they are really doing.

Web Text

• We’re thinking “great literature” — they’re thinking “billboard going by at 60 m.p.h.”
• “Delete half of the words on each page, then get rid of half of what’s left.”
• Two types of unnecessary Web words
  • Instructions: No one reads them; boil them down.
  • Happy talk — throat clearing text — in mission statements on home page and inside front pages.
• Just the facts, especially for the student population, more than the general population.
• Make text scannable
  • Headings, bullet lists, highlighted key words, more short paragraphs.

Challenges in Higher Education

• Higher Ed Web publishers are expected to deliver corporate services on a non-profit budget.
• Stakeholders can be overly focused.
• Every group wants its own “character.”
• There are multiple audiences.
• Many stakeholders demand space on the home page.
• Deans are less likely to force everyone to toe the “consistent site” line than CEOs.
• Cool-factor arms race to stay competitive.

Good News

• Higher education is actually doing pretty well.
• Standards are generally high.
• Multiple audiences work in higher education.
• Plenty of good models to learn from.

Suggestions

• Navigation is still a major problem.
• In a large information area (4+ levels deep), it’s crucial that people always know where they are.
• Shoot for impeccable navigation: Make it easy to spot and approachable (less than 7 items).
• Clear, unambiguous menu items.
• Consistent across subsites.
• Make “you-are-here” indicators clear.
• Breadcrumbs are OK for a large, deep site, but not a necessity.

Tell Me Who You Are

• Tell me in 20 words or less why this is a great place to go to school.
• What is the unique selling proposition.
• Where are you?
• Tagline and welcome blurb.

So What’s The Solution?

• Simple, iterative user testing.

Problems With User Testing

• Too many participants.
• Two-way mirrors.
• Video taping.
• Big final report.

Suggestions

• Don’t use a lab or mirrors; do the test in a comfortable, natural place.
• Get as many team members and stakeholders as possible to watch.
• Use a screen capture utility [Camptasia, PC (JC: SnapzPro)] and make the tests available on your network.
• Do it iteratively: Test, fix, test (wash, rinse, repeat).