A presentation I did at a J. Boye conference in Philadelphia several years ago when still working as e-marketing manager at Wienerberger (worlds largest brick manufacturer). Already with the Noriaki Kano model - which I think is a great thing for figuring out the real needs of your customers on your website.

1. Usability
On The Cheap
Volker Grünauer | volker.gruenauer@wienerberger.com

3. Limitations
• Time
• Budget
• Resources
• Awareness

4. Cost savings

6. 4-Elements of Web Success
Web
Strategy
Web Web
Controlling Tactics
Web
Realization

7. 4-Elements of Web Success
Web
Strategy
Web Web
Controlling Tactics
Web
Realization

9. The Homepage…
not
… is the most important page on
the whole website!

10. 1 Take a look at the needs of
your users!

11. Noriaki Kano Model
satisfied
done very poorly done
or not at all very well
dissatisfied

12. Examples of customer needs
• Basic needs
– contact information
– price information
• Performance needs
– find information fast
– see pictures of products / house gallery
• Excitement needs
– View his own house with a new roof on it

13. 2 Throw away unimportant
content!

15. Unimportant content
20% of your content drives 80% of your business
(Pareto)
Remove unimportant words, sentences and pages.

16. Navigation: Less is more?
Experiment von Sheena Iyengar

17. 3 What is your mission
statement?

18. Mission Statements

19. 4 Make at least quick and
dirty usability tests.

20. Our most important use cases
• Customer looking for a product
– Product description
– Technical details
• Customer looking for a price!
• Customer looking for dealers who sell our
products

21. Paper prototyping & paper testing
• Print out your web design
• Ask them to fulfill serveral tasks
– Make a circle around the logo
– Where would you click for contact information
– Make a circle around the search engine
• Talk with your users!
– What is your impression of the site?
– What do you think is the site about?
– What would you do if…?

22. Think aloud method / Observation

23. Think aloud method
• Set up a scenario
• Per test user exactly one use case
• Per use case 4 to 5 test users
• Simply document what the users do and say
• Use tools for screen capture
• Talk with the user afterwards
• Discuss findings in the project group

24. For example: usertesting.com

25. 5 Train your colleagues and
delegate responsibilities.

27. How to ensure that the
ownership of the findings
belongs to the responsible
colleagues?

28. What we did to get people involved
• Guidelines we developed:
– How-to write web texts
– How-to make quick and dirty usability tests
– How-to optimize the navigation
• Get whole team to watch videos from
usability testing
• Inform management of results

29. Our top findings
• Consumers are looking for prices (Needs)
– But: as producer we do not show prices on our
website  quotation system
• Consumer couldn‘t find products on our
corporate website (Usability test)
– New link strategy between our corporate website and
country websites
• It took to long that users found our contact
information (Usability test)
– Wrong naming

30. ?

31. Volker Grünauer, volker.gruenauer@wienerberger.com