Rachel Merriman Anna Whitney

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1 Rachel Merriman Anna Whitney Kevin Farr Director of Communications Animal Trustees of Austin P.O Box Austin, TX Dear Mr. Farr: Enclosed is our final usability report for the Animal Trustees of Austin website. As a part of a class project focusing on website usability, our student team tested the functionality of the Animal Trustees of Austin website. More about what usability testing is and how it is done can be found on page 2 of the report. The main part of the report consists of suggested major and minor changes to the website, visual mock-ups of what these changes might look like if implemented, and positive user comments. In short, our team found that most users had trouble with the current navigation system and finding detailed information (such as price for vaccinations, medications, and examination fees) on the Wellness Clinic page; however, most users received the site as professional and visually appealing. More about these changes can be read starting on page 9 of the report. As previously discussed, we hope these findings provide useful information to you as the new Animal Trustees of Austin website is being created. Please feel free to contact us if you have any questions about our research. Sincerely, Rachel Merriman Anna Whitney

2 Animal Trustees of Austin Usability Testing Report October-November 2010 Presented by Rachel Merriman and Anna Whitney

3 Table of Contents Executive Summary What is Usability Testing? Test Participant Profiles Usability Testing Procedures Method Equipment Used Test Format Results Site Strengths Possible Areas of Improvement.. 7 Major Recommendations... 9 Redesign of the Site Navigation Bar... 9 Renaming of Tabs. 9 Adding a Third Level of Navigation 9 Editing the Fees Chart. 10 Minor Recommendations Conclusion Appendices Appendix A: Mock-Ups Appendix B: Task Scenarios and Results Appendix C: Usability Test Script Appendix D: Recording Consent Form.. 27 Animal Trustees of Austin Usability Testing Report pg. 1

4 Executive Summary What We Did This report documents the usability testing of the Animal Trustees of Austin (ATA) website during October and November Eight people of varying ages and levels of experience using the Web were asked to use the website to accomplish various tasks that the website s audience commonly uses the site for. What We Found In general, people found the site difficult to navigate. Most of the problems with the site that were encountered during testing resulted from the navigation s look and feel, the naming of the site s tabs, confusion about the appointment-making process, and the fees chart on the Wellness Clinic page. What We Recommend Our major recommendations for improvement, which are detailed in this report, include: Redesign of the site navigation bar. Many users were not able to find the pages they needed by using the tabs, and some users said that this was because the tabs were not large or prominent enough to see. A few users recommended a drop-down menu that would make the second-level navigation more apparent and easier to use. A mock-up of how the new, larger drop-down navigation would look is included in this report. Renaming of tabs. The Programs and Services tab confused users because information about the services ATA provides are located under the Clinics tab. Thus, we recommend the Programs and Services tab be renamed Programs and the Clinics tab renamed Clinics and Services. Adding Third-Level Navigation. Many users thought they could make an appointment at the Wellness Clinic because the Make an Appointment page is located on the same informational level as the Wellness Clinic page and the Spay/Neuter Clinic page. However, users can only make appointments at the Spay/Neuter Clinic. A mock-up of a third level of navigation, which would ensure that users understand that one can only make an appointment at the Spay/Neuter Clinic, is included in this report. Alteration of the fees chart on the Wellness Clinic Page. Most users were confused by the brands and quantities of medication information located on the fees chart on the Wellness Clinic Page. A mock-up of the recommended chart, included in this report, should clear up these discrepancies. Animal Trustees of Austin Usability Testing Report pg. 2

5 What is Usability Testing? According to Steve Krug, a usability expert who has written many books on the subject, usability really just means making sure that something works well: that a person of average (or even below average) ability and experience can use the thing... for its intended purpose without getting hopelessly frustrated. 1 Usability testing means asking Web users to try to accomplish various tasks that the website s audience would normally use the site for, such as finding the price of a service the organization that sponsors the site provides. Usability testing determines how easy or difficult it is for users to accomplish these common tasks, and it brings up areas in which the site could be improved. Why do it? According to Krug, people don t like to puzzle over things, especially when it comes to figuring out how to find information on a website. Usability testing helps highlight how a website could be more self-explanatory. 2 Thus, it allows web developers to understand how they can change a website to make it more user-friendly, so that people have confidence that they will be able to find the information they need from the website over and over again. If people have confidence in an organization s website, they will have confidence in the organization. 1 Steve Krug, Don t Make Me Think (New Riders Publishing: Berkeley, 2006), p Steve Krug, Don t Make Me Think, p. 15. Animal Trustees of Austin Usability Testing Report pg. 3

6 Test Participant Profiles Our team chose to test eight users who varied in age and amount of experience using the Web. The users demographics and Web-usage information can be found below: User Age Gender Internet Usage per Week (in hours) Percent of Time Using Internet Spent Browsing the Web Owns pets 1 61 F 5 to 10 20% No 2 20 M 8 70% Yes 3 21 M 5 to 10 40% No 4 23 F 10 80% Yes 5 49 M 30 to 40 50% Yes 6 28 M 10 to 15 90% No 7 19 M 20 99% No 8 50 F 15 50% Yes None of the users we chose had used the site before. Animal Trustees of Austin Usability Testing Report pg. 4

7 Usability Testing Procedures Method Our testing was aimed at determining how easy it is to use the Animal Trustees of Austin website to common tasks. In order to test our selected users, our team adapted a usability test script from Steve Krug s book Rocket Surgery Made Easy (see Appendix C). Following the test script, we introduced the test by first explaining to users that were testing a site we were working on improving and assuring users that they could do nothing wrong. We used the think-aloud method by encouraging participants to vocalize what they were looking at and thinking while viewing the site. We created task scenarios (see Appendix B) using the guidance of the Usability.gov website. Keeping in mind what the site s audience generally uses the site for, we created a set of general tasks which were designed to test the usability of the Wellness Clinic page (used to find rates of services), the Spay/Neuter Clinic page, the Foster and Adoption page, as well as the Volunteer and Donate sections of the website. We generally tried to require a task time limit of two minutes. If users were not on their way to figuring out how to accomplish a task about two minutes after it was assigned, we asked users to go back to the home page and move on to the next task. In order to gain general feedback on the effectiveness of the site and the user s experience working with it, we encouraged feedback on the site with open-ended questions, which were asked at the end of the test. Equipment Used We used the program Silverback on Mac laptops, which enabled us to record the screen, user and tester voices, and user facial expressions during the test. Silverback offers a free 30-day trial. For more information, visit Test Format Each test was conducted, from the test script, according to the following format: 1. Introduce the test, assure user s/he can do nothing wrong, encourage thinking aloud. 2. Ask the user to sign a recording consent form (see Appendix D). 3. Answer any of the user s questions. Animal Trustees of Austin Usability Testing Report pg. 5

8 4. Start the screen recorder. 5. Ask the user some warm-up questions about major/occupation and web usage. 6. Show the user the ATA home page and ask him/her some questions about it. 7. Read each scenario and proceed until the user s the task or time runs out. 8. Ask the user some final open-ended questions about what s/he would improve about the site, the homepage, and the navigation. 9. Answer any of the user s final questions. 10. Stop the screen recorder, thank the user and escort him/her out. Animal Trustees of Austin Usability Testing Report pg. 6

9 Results Complete information about the tasks, including whether the users d them, how much time and how many clicks it took to each task, can be found in Appendix B. Site Strengths Users enjoyed the pictures of dogs and cats on the left side of the home page, and they thought the Contact Us page was easy to find and helpful. User 7 said the site looked professional. Possible Areas of Improvement We found that most users had difficulty completing tasks numbers 1, 3, and 4, which involved the following parts of the site: Wellness Clinic Page. This page contains arguably the most important information on the site, yet it proved difficult to find for many users. User 3 did not find the Wellness Clinic page until the fourth task that required him to find information located on it. When asked to find information about flea prevention, found on this page, he gave up before he found the page, saying, I wouldn t know where to find it. In addition, many users weren t able to find the basic exam fee on the page. Users were also highly confused by the vaccination, flea, and heartworm prevention chart in terms of the brand of medication and whether a six-pack is a six-month supply. Programs and Services Tab. One major problem we found was that most users immediately went to the Programs and Services tab when asked to find information about appointments, vaccinations, spay/neutering services, and heartworm/flea prevention, but the pages containing this information are instead located under the Clinics tab. User 2 stated it well when he said, I always go to Programs and Services first because it s so general... Programs and Services is misleading to me because spaying and neutering is a service... There has to be a rearranging of subsets, that s why I was confused. Second-Level Navigation. Six out of eight users remarked that the site s second-level navigation was difficult to see or use. User 2 said, I didn t see the [second-level navigation] clearly... if they [the tabs] had been more apparent, I would have seen them. User 3 said, I wish that they [the second-level navigational tabs] were bigger or more noticeable cause I forget that they re even there. User 1 remarked after the test that she had not noticed the second-level navigation before. User 7, while looking for information about the Best Friends Campaign, remarked, the drop down bar just kind of blends in with the page. It s really hard to see. Animal Trustees of Austin Usability Testing Report pg. 7

10 Links in Body Text of Landing Pages. A problem related to the second-level navigation, many users went straight to the text on the landing page of the first-level tabs in order to find links to the second-level navigation. However, not all tabs are linked to in the body text, so it would be better if users were encouraged to use the tabs to navigate the site. Make an Appointment Page. A few users did not realize that the Wellness Clinic is a walk-in clinic only. When asked to determine how much an annual exam would cost, they attempted to make an appointment from the page under the Clinics tab, not realizing that only the Spay/Neuter Clinic takes appointments. Foster and Adoption Page. Six out of eight users could not come up with an answer when asked whether ATA re-homes animals, although the end of the second paragraph on the Foster and Adoption page does state, Our focus has changed from rescue to veterinary medicine. We no longer take in animals for adoption. Statistics, Clinics, and Donate Boxes in Body of Home Page. After the recorder was turned off and a tester was discussing the website generally with User 6, User 6 remarked that the three square buttons in the center of the website s home page were confusing because some functioned as links (the Clinics and Donate buttons) and some did not (the Statistics button). In addition, while attempting to Task 5, User 5 tried using these buttons after using the navigation bar to previous tasks, then said, Oh, actually, I m going to try this just to see if it takes me to the same page--yep, and it does. In general, users found these buttons confusing, did not realize some were links, or were puzzled as to why only two of them were links. Tagline. User 6 and User 8 both thought Animal Trustees of Austin was primarily an animal rescue site. When prompted to say why they thought so, the users reported that the photos of animals and the tagline "to promote and ensure humane treatment, compassion, and respect for animals" suggested an animal rescue focus rather than veterinary care. Animal Trustees of Austin Usability Testing Report pg. 8

11 Major Recommendations Our major recommendations include: Redesign of the Site Navigation Bar Because many users were not able to find the pages they needed by using the tabs because the tabs were not large or prominent enough to see, we recommend a change in the look and feel of the navigation bar. We recommend a drop-down menu that would make the second-level navigation more apparent and easier to use. See Figure C in Appendix A for a mock-up of how the new, larger drop-down navigation would look. Renaming Tabs We recommend renaming the Programs and Services tab simply Programs, as all the categories in the second-level navigation are programs, not services. In addition, we recommend changing the Clinics tab to Clinics and Services, as most of the users immediately went to the Programs and Services tab when they were asked to find information on the Clinics pages, as the Clinics pages provide information about services ATA provides. Adding a Third Level of Navigation The Clinics tab includes some misleading information. Having the Make an Appointment and Surgery Info pages on the same informational level as the Wellness Clinic and Spay/Neuter Clinic pages confused some users, who thought that one could make an appointment at the Wellness Clinic, when they can actually only make an appointment at the Spay/Neuter Clinic. We suggest moving the Make an Appointment and Surgery Info tabs under the Spay/Neuter Clinic tab, creating a third level of navigation. In addition, we suggest moving the Spay/Neuter Clinic fees information off of the landing page and onto another page, entitled Fees, so that all of the extra information about the Spay/Neuter Clinic is on the appropriate informational level. Under the Wellness Clinic tab, we suggest an introduction of three pages (which would also create a third navigation level, under the Wellness Clinic tab): Policies, Fees, and Vaccine Reactions. These pages would all include the original material from under the Wellness Clinic Page, but broken up into more pages. These new subdivisions would break up the information, guiding users to finding information about various ATA services by tab titles. See Figure A on the next page for a diagram of the suggested subdivisions. See Figure C in Appendix A for how the Spay/Neuter Clinic tab would change when hovered over. Animal Trustees of Austin Usability Testing Report pg. 9

12 Figure A New Information Hierarchy Editing the Fees Chart Because the fees chart on the Wellness Clinic page was confusing to some users due to the various brands and confusion between a 6-pack and 6-month supply, we suggest that the chart make it clear that a 6-pack is a 6-month supply. See Figure E in Appendix A for our mock-up of how this chart might be more self-explanatory. Animal Trustees of Austin Usability Testing Report pg. 10

13 Minor Recommendations Our minor recommendations include: 1. Either make all of the boxes on the home page Statistics, Clinics, and Donate links or make none of them links, to eliminate user confusion. 2. On the home page, make the logo bigger and the mission blurb and tagline more prominent so users know immediately what ATA does. 3. Have the foster and adoption page more clearly and prominently state that ATA no longer fosters animals. 4. On the Volunteer page, move the Note stating that volunteers must be 18 years old and cannot be fulfilling court-ordered community service up to the top of the page. Animal Trustees of Austin Usability Testing Report pg. 11

14 Conclusion In general, our team believes that the majority of the site s problems can be resolved by changing the look and feel of the navigation to make the tabs more prominent and usable, by renaming the Clinics tab and reorganizing the pages underneath it, and by altering the fees chart to make it less ambiguous. Although our team did find areas in which the ATA website could be improved, users had positive things to say about other aspects of the website. With our suggestions, we hope that the ATA website will become a more user-friendly way for people to find information about ATA s many great services and programs. Animal Trustees of Austin Usability Testing Report pg. 12

15 Appendix A: Mock-ups Figure B Current Navigation Figure C New Navigation When the user first hovers over the Clinics and Services tab, a drop-down menu appears with the categories Wellness Clinic and Spay/Neuter Clinic. This figure shows that if the user were to hover over the Spay/Neuter clinic, a menu would pop out to the right with the new categories Surgery Info, Appointments, and Fees. Figure E Current Fees Chart Animal Trustees of Austin Usability Testing Report pg. 13

16 Figure D Current Fees Chart Animal Trustees of Austin Usability Testing Report pg. 14

17 Figure E New Fees Chart Animal Trustees of Austin Usability Testing Report pg. 15

18 Appendix B: Task Scenarios and Results Task 1 Imagine you just adopted a dog. How much would it cost to get your dog an annual exam? Task User Was the task d successfully? Reason for task abandonment Time to task (in minutes) of clicks to task 1 1 Yes N/A 2: No 3 No 4 No User was confused and attempted to use the "Make an Appointment" page to schedule an appointment and determine pricing 2:00 6 User was confused and attempted to use the "Make an Appointment" page to schedule an appointment and determine pricing 0:37 3 User gave up; could not find information 1: Yes N/A 1: No 7 No User gave up; could not find information 1:05 5 User gave up; could not find information 2: Yes N/A 0:36 1 Animal Trustees of Austin Usability Testing Report pg. 16

19 Task 2 Your dog is 9 pounds. How much would it would cost to get flea prevention? Task User Was the task d successfully? Reason for task abandonment Time to task (in minutes) of clicks to task 2 1 Yes N/A 0: Yes N/A 0: No User gave up, said "I wouldn't know where to find it" 0: Yes N/A 0: Yes N/A 0: Yes N/A 0: Yes N/A 0: Yes N/A 0:23 1 Animal Trustees of Austin Usability Testing Report pg. 17

20 Task 3 How much would it cost to get your 9-pound dog heartworm prevention for 6 months? Task User Was the task d successfully? Reason for task abandonment Time to task (in minutes) of clicks to task 3 1 No Got confused by different medication categories 1: Yes N/A 0: No 4 No User said he couldn't find information and would call someone who works for ATA 0:34 3 Got confused by different medication categories 0: Yes N/A 0: Yes N/A 0: No User got confused by different medication categories 0: Yes N/A 0:12 1 Animal Trustees of Austin Usability Testing Report pg. 18

21 Task 4 Imagine that you are an animal lover who has the time and means to take in stray animals. You recently discovered an abandoned litter of kittens. Will ATA help you to find them new homes? Task User Was the task d successfully? Reason for task abandonment Time to task (in minutes) of clicks to task 4 1 No 2 No 3 No 4 No User was not able to find information on foster and adoption page 2:38 6 User gave up trying to find information of foster and adoption page 2:00 10 User clicked away from the site to a partner organization's website, linked to on the "Foster and Adoption" page 0:30 3 User gave up; couldn't find page 0: Yes N/A 0: Yes N/A 0: No 8 No User gave up trying to find information of foster and adoption page 1:44 16 User thought ATA was an animal shelter for homeless pets, said yes 1:07 3 Animal Trustees of Austin Usability Testing Report pg. 19

22 Task 5 Imagine that two days ago, you brought your cat in to Animal Trustees of Austin to get a rabies vaccination. Ever since you brought her home, she has been lying around the house, barely moving and not being her usual self. Since she s been acting strange for 2 days, you are worried that she had a bad reaction to the shot. Is this normal or should you take her to the vet? Task User Was the task d successfully? Reason for task abandonment Time to task (in minutes) of clicks to task 5 1 Yes N/A 1: Yes N/A 2: Yes N/A 1: Yes N/A 0: Yes N/A 1: Yes N/A 0: Yes N/A 2: Yes N/A 0:28 1 Animal Trustees of Austin Usability Testing Report pg. 20

23 Task 6 How much would it cost to spay your female cat? Task User Was the task d successfully? Reason for task abandonment Time to task (in minutes) of clicks to task 6 1 Yes N/A 0: Yes N/A 0: Yes N/A 0: Yes N/A 0: Yes N/A 0: Yes N/A 0: Yes N/A 0: Yes N/A 0:09 1 Animal Trustees of Austin Usability Testing Report pg. 21

24 Task 7 Imagine that you have to do 30 hours of court-ordered community service. Can you volunteer with Animal Trustees of Austin? Task User Was the task d successfully? Reason for task abandonment Time to task (in minutes) of clicks to task 7 1 Yes N/A 0: Yes N/A 0: Yes N/A 0: No User did not see information about court-ordered community service 0: Yes N/A 0: Yes N/A 0: Yes N/A 0: Yes N/A 0:18 1 Animal Trustees of Austin Usability Testing Report pg. 22

25 Task 8 You were at an ATA benefit event and were handed a small flier with limited information about the Best Friends Campaign. Your interest has been piqued and now you want to find out more information about the campaign and donate to the cause. Where can you find the page with information about this program? Task User Was the task d successfully? Reason for task abandonment Time to task (in minutes) of clicks to task 8 1 Yes N/A 2: Yes N/A 1: Yes N/A 0: No User found page for Best Friends Luncheon and said she would someone 0: Yes N/A 0: Yes N/A 0: Yes N/A 1: Yes N/A 1:50 7 Animal Trustees of Austin Usability Testing Report pg. 23

26 Appendix C: Animal Trustees of Austin Usability Test Script (Adapted from Rocket Surgery Made Easy by Steve Krug) Web browser should be open to Google Animal Trustees of Austin home page should be open in another tab Hi,. My name is, and I m going to be walking you through this session today. Before we begin, I have some information for you, and I m going to read it to make sure that I cover everything. You probably already have a good idea of why we asked you to do this, but let me go over it again briefly. We re working on a class project over website usability, which basically means we re asking people to try using a Web site that we re working on improving so that we can see how easy it is to use. The session should take about 30 minutes. The first thing I want to make clear right away is that we re testing the site, not you. You can t do anything wrong here. As you use the site, I m going to ask you as much as possible to try to think out loud: to say what you re looking at, what you re trying to do, and what you re thinking. This will be a big help to us. Also, please don t worry that you re going to hurt our feelings. We didn t make this site, and we re doing this to improve the site, so we need to hear your honest reactions. If you have any questions as we go along, just ask them. I may not be able to answer them right away, since we re interested in how people do when they don t have someone sitting next to them to help. But if you still have any questions when we re done I ll try to answer them then. And if you need to take a break at any point, just let me know. With your permission, we re going to record what happens on the screen and our conversation. The recording will only be used to help us figure out how to improve the site, and it won t be seen by anyone except the other person working on this project and our professor. And it helps me, because I don t have to take as many notes. If you would, I m going to ask you to sign a simple permission form for us. It just says that we have your permission to record you, and that the recording will only be seen by the people working on the project. Animal Trustees of Austin Usability Testing Report pg. 24

27 Give them a recording permission form and a pen While they sign it, START the SCREEN RECORDER Do you have any questions so far? OK. Before we look at the site, I d like to ask you just a few quick questions:! First, what s your major and/or occupation? What do you do all day?! Do you have any pets? What kind(s)?! Now, roughly how many hours a week altogether just a ballpark estimate would you say you spend using the Internet, including Web browsing and , at work or school and at home?! And what s the split between and browsing a rough percentage?! What kinds of sites are you looking at when you browse the Web?! Do you have any favorite Web sites? OK, great. We re done with the questions, and we can start looking at things. First, I m going to ask you to look at this page and tell me what you make of it. You can scroll if you want to, but don t click on anything yet. Click on the Animal Trustees of Austin tab.! What first catches your eye about this website?! Whose site do you think it is?! What do you think Animal Trustees of Austin does?! How did you figure out what they do? Allow this to continue for three or four minutes, at most. Thanks. Now I m going to ask you to try doing some specific tasks by asking you to imagine yourself in different scenarios. And again, as much as possible, it will help if you can try to think out loud as you go along. Read the first scenario aloud. Allow the user to proceed until you don t feel like it s producing any value or the user becomes very frustrated (2 minutes). Repeat for each task. Animal Trustees of Austin Usability Testing Report pg. 25

28 Thanks, that was very helpful. I just have a few last questions:! If you could change one thing about the site, what would it be?! What might you change about the home page?! What could this organization do to make it easier to navigate the site? Ok. Do you have any questions for me, now that we re done? Stop the screen recorder, thank them and escort them out. Animal Trustees of Austin Usability Testing Report pg. 26

29 Appendix D: Recording Consent Form Recording consent form Thank you for participating in our usability research. We will be recording your session to allow Anna Whitney, Rachel Merriman, and Professor Quinn Warnick to observe your session and benefit from your comments. Please read the statement below and sign where indicated I understand that my usability test session will be recorded. I grant Anna Whitney, Rachel Merriman, and Quinn Warnick permission to use this recording for internal use only, for the purpose of improving the designs being tested. Signature: Print your name: Date: This consent form was adapted from Rocket Surgery Made Easy by Steve Krug Animal Trustees of Austin Usability Testing Report pg. 27

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