• Mktg SIG: Web Site Usability Monday, June 11, 2001 - 06:30PM
    Cubberley Community Center
    4000 Middlefield Road, Room H-1 (between San Antonio and Charleston Roads)
    Palo Alto, CA
    Marketing & Social Media

Mktg SIG: Web Site Usability

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Description

  • Why Usability is the Most Important Feature of Your Web Site
     

    Presenter

    Stephanie Rosenbaum - TecEd

    Location

    Cubberley Community Center
    4000 Middlefield Road, Room H-1
    (between San Antonio and Charleston Roads)
    Palo Alto, CA

    Agenda

    6:30-7:00pm registration/networking/refreshments
    7:00-7:20pm introductions and announcements
    7:20-8:30pm presentation
     

    Cost

    $10 for Non-SDF Members, No charge for Members

    About the session

    How can a usability program help your marketing efforts? In two key ways:
     

    Directly support marketing at all levels, from strategic decision-making to relationship-building with individual customers

    In usability research, also called HCI (Human-Computer Interaction) or human factors of computer systems, we study how people behave when they use products and systems. These observations give us both qualitative and quantitative data to guide our decision-making. Usability research differs from traditional market research in that we focus on measuring user behavior, rather than user opinions (although we normally collect preference data along with the performance data). Usability research can strengthen a marketing program in many ways, including:

    Create successful applications that customers can use more easily, with faster installation and fewer tech support calls

    Collecting data to support marketing messages: comparative studies of your software and its competitors, or of several competitors' software, conducted rigorously and producing data you can use in competitive analyses and presentations

    Building relationships: study participants become better customers, prospective customers recognize the value of usability programs, marketing collateral can feature usability

    In this interactive session, we'll first review some of the most popular usability research methods and when to apply them, illustrated with war stories--short case histories of usability research projects and their impact on product success. Then we'll discuss how a usability program can support your marketing goals, using examples and situations suggested by attendees.

    Facilitating change management: choose subjects for usability research from the people whose buy-in you need to promote a new product or system (both internal users and customers or prospective customers)

    Usability as ammunition for corporate strategy: many large and small firms, from Intel to 50-person start-ups, employ usability research to guide their long-term strategic planning

     

    About the presenter

    Stephanie Rosenbaum is founder and president of Tec-Ed, Inc., a 15-person firm specializing in usability research and information design. Tec-Ed maintains offices in Palo Alto, California; Ann Arbor, Michigan; and Rochester, New York. Clients include Sun Microsystems, Intuit, Rational Software, Cisco Systems, AOL/Netscape, Yahoo!, and many smaller firms. A member of ACM SIGCHI, the Human Factors and Ergonomics Society (HFES), and the Usability Professionals' Association (UPA), Stephanie is a past vice-chair of ACM SIGDOC and recently received a Millennium Medal from the IEEE.

    Stephanie's many publications include a chapter on "Making Usability Research Usable" in Klaus Kaasgaard's new book on Software Design and Usability, published by the Copenhagen Business School Press. Her research background includes anthropology studies at Columbia University and experimental psychology research for the University of California at Berkeley. Some of her recent workshops and presentations covered:
     

    Assessing and Improving Information Usability

    A popular conference speaker, Stephanie will be presenting a half-day workshop on "A Toolkit for Strategic Usability" at the forthcoming conference on Mastering Interactive Market Research Techniques and Web Site Usability Testing (San Francisco, October 17 - 19, 2001)

    Corporate Strategy and Usability Research

    Field Studies: Taking Usability on the Road

    A popular conference speaker, Stephanie will be presenting a half-day workshop on "A Toolkit for Strategic Usability" at the forthcoming conference on Mastering Interactive Market Research Techniques and Web Site Usability Testing (San Francisco, October 17 - 19, 2001)