Coming to a Screen Near You: Usability 2.0
In case you haven't noticed, there's a rumbling going on in Silicon Valley. Well, maybe not, because there's always something going on out there, but it got your attention. On April 11, Google will be hosting a talk on the next generation of web usability. Some of the hot topics will be the challenges with usability since the rise of Web 2.0 technologies and what that means to a client's ROI.
A new trend is occurring. The next time you pitch a client on strategy or usability testing, they may come back to you and say that they have already done their own usability tests. If you are a development agency, this will send a minor shock up your spine. "What do you mean you've done your own usability test?" But let's be honest, many in our community have defended poor designs by saying that we've done the best usability test and we expect the client to just take our "expert advice" . But let's look a little closer.
Usability at its finest is an open-minded approach to all the best methods with the idea that an interface can enhance a user's experience and execute the function in which the website was developed for in the first place. What does this have to do with Usability 2.0? Keep tracking with me.
With 1.0, we took into account age, gender, geography, etc. Now we have to take that step a little further. What are the psychographics of our client's target audience? "This has nothing to do with usability!" you say, but if you look at creating the most positive user experience, we have to take into account "how" the end user would perceive the interface.
If you have an end user who is more introverted, they would most likely use a site that is more content driven and laid out in a "logical" manner. An end user who is extroverted, however, may prefer graphics over content, and may want his/her navigation to the bottom right of the main navigation. Ask yourself, how will these people make decisions? Besides, isn't usability testing used to validate and make an informed decision in regards to our clients and their target audience?
Usability Testing should do three things: It should drive quantitative results. It needs to shift, or enhance, cultural paradigms, especially in regards to your agency. Thirdly, it should be used as strategy. You shouldn't use usability as a means to reinforce your agency's personal beliefs and desires of what should be done with the project.
Usability 2.0 embraces the end user. It not only tests who they are, but what they are, and why they are. Great detail and attention should be applied to how the tests are designed and conducted. Usability is a vital and essential component to strategy and should be implemented for the client whenever possible.
Now back to the designers. If you would make the argument that usability would stifle your creativity to some degree, I would beg to differ. If anything, usability should confirm and inform your design rationale. Web 2.0 embraced community. Usability 2.0 embraces the end user and takes into account not only their interaction, but their perceived experience. Next time your agency conducts a usability test, ask yourself a question: What user experience are we creating?
