In website renewal and app improvement planning projects, we see many proposals that include the phrase or policy of improving usability. In this paper, Pop Insight representative who has a lot of usability consulting experience will explain the following as concretely and practically as possible based on actual experience.
Three pillars of usability: effectiveness, efficiency, and satisfaction:
Effectiveness is the most important point of view: Can it be used in the first place? For example, if there is a task of booking on a travel site, and the lead wire is difficult to understand or the form is difficult, and the booking operation cannot be completed, it will be judged as valid. The effectiveness may be evaluated using two patterns of or may be given a grade such as if it is completed to the end, if it is halfway.
Efficiency is the point of view of effective and timely and procedural use in an effective site application. In the above example of booking on a travel site, if you can make a reservation itself but go back and forth between error screens or if information is spread over multiple pages and you need to open and close the window many times. Efficiency evaluation may be based on the time required or the number of page transitions, or may be defined as once the first is found.
Finally, satisfaction is literally the point of view is you satisfied with the experience on the site. Unlike the above two viewpoints, satisfaction is determined by the user’s subjectivity, so after completing a certain operation or task, it is necessary for the user to evaluate it.
The importance of usability on websites and apps:
The concepts of usability and UX are important not only in the web but also in various products and media, but especially in web marketing.
The distance between the creator and the site of use is long:
The most essential reason is that the distance between the creator and the site of use in web marketing is very long. If you are a store or B2B business, you have the opportunity to actually interact with the customer, but after the web creator has created a site or app, the user will naturally touch the scene where the site or app is actually used Is unlikely. As a result, it is difficult to have a user’s point of view, and in fact there are very few opportunities to think about ease of use.
Web media is highly active:
The second reason is the characteristic of Web media that is active. In passive media such as magazines and television, once you start watching content, user operations are very limited. You do not press any buttons yourself, and you are unilaterally only to see the information to be transmitted.Because of this, the concepts of usability and experience during viewing were not so important.