E-commerce Usability Essential readings from Taylor & Francis: Designing Usable Electronic Text Andrew Dillon, University of Texas, USA ISBN 0–7484–0112–1 (hb) ISBN 0–7484–0113–X (pb) Inclusive Design Guidelines for Human–Computer Interaction Edited by Colette Nicolle, HUSAT, UK and Julio Abascal, University of the Basque Country, Spain ISBN 0–7484–0948–3 (hb) User Interface Design for Electronic Appliances Edited by Konrad Baumann, Philips Consumer Communications, Vienna, Austria and Bruce Thomas, Philips Design, Vienna, Austria ISBN 0–415–24335–1 (hb) Information and ordering details For price availability and ordering visit our website www.ergonomicsarena.com Alternatively our books are available from all good bookshops E-commerce Usability Tools and techniques to perfect the on-line experience David Travis First published 2003 by Taylor & Francis 11 New Fetter Lane, London EC4P 4EE Simultaneously published in the USA and Canada by Taylor & Francis 29 West 35th Street, New York, NY 10001 Taylor & Francis is an imprint of the Taylor & Francis Group This edition published in the Taylor & Francis e-Library, 2004. © 2003 Taylor & Francis All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Every effort has been made to ensure that the advice and information in this book is true and accurate at the time of going to press. However, neither the publisher nor the authors can accept any legal responsibility or liability for any errors or omissions that may be made. In the case of drug administration, or any medical procedure or the use of technical equipment mentioned in this book, you are strongly advised to consult the manufacturers guidelines. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data A catalog record for this book has been requested ISBN 0-203-24591-1 Master e-book ISBN ISBN 0-203-22721-2 (Adobe eReader Format) ISBN 0–415–25834–0(Print Edition) For Joshua, Bethany, Sam and Gret Contents vii Contents List of figures ix List of tables xi Preface xii Acknowledgements xv 1 Introduction 1 2 Is your site customer centred? 8 PART I Analyse the opportunity 13 3 Identify the stakeholders 15 4 Write the site mandate 21 5 Segment the market 28 PART II Build the context of use 35 6 Build customer profiles 37 7 Build environment profiles 55 8 Build task profiles 61 PART III Create the user experience 71 9 Agree key performance indicators 73 10 Develop the information architecture 86 viii Contents 11 Lay out the screens 98 12 Evaluate usability 118 PART IV Track real-world usage and continuously improve the site 153 13 Track real-world usage and continuously improve the site 155 14 What now? 163 Appendices 165 Index 176 List of figures ix List of figures 2.1 Score templates 11 3.1 Example of assigning priority – ‘CEO’ 18 5.1 The technology adoption lifecycle (after Moore) 31 6.1 How a logfile is constructed 40 6.2 Three example personas 52 8.1 Web site tasks – value to customers v. ease of implementation 63 8.2 A method of assigning the priority to a task based on frequency and importance 64 9.1 Key performance indicator: high-level objective for an on-line bank 74 9.2 Key performance indicator: context of use for an on-line bank 75 9.3 Question response options 81 9.4 Key performance indicator: measurement technique for an on-line bank 82 9.5 Overall task completion score 83 9.6 Key performance indicator: performance values for an on-line bank 83 10.1 Card sorting technique 89 10.2 Global navigation 91 10.3 Local navigation 91 10.4 Browse page based on a file manager type metaphor 95 10.5 Browse page based on a hierarchical ‘Yahoo!’ type metaphor 95 10.6 Browse page combining file manager and hierarchical metaphors 95 11.1 Screen item selection flow chart 99 11.2 Radio buttons 101 11.3 Check boxes 101 11.4 Drop-down/pop-up list box 103 11.5 Single and multiple selection list boxes 104 11.6 Single line text box 105 11.7 Command buttons 109 11.8 Visual balance 113 11.9 Correct tabbing order 114