8 – Goal Setting

Goals serve as acceptance criteria during evaluation … Must set goals that we will aim for the product to achieve

Introduction

When collecting data to inform and improve website usability, best practices suggest a mix of qualitative and quantitative approaches to effectively capture a more holistic perspective.

Qualitative goals are unquantified design goals that can be useful in guiding initial design efforts, through the collection and analysis of primarily non-numerical activities (words, pictures and actions). However they cannot be used directly as acceptance criteria during usability testing. 

Quantitative goals, based on the task descriptions, were then put in place in order to try and identify numerical facts based on performance and completion times.

Defining our Qualitative Values

The qualitative goals below were put in place in order to try and assess the user’s subjective satisfaction and their perspective on design while using the application.

  • The text displayed on the screen must be easy to read
  • The organisation of data on the screen should be very clear
  • The sequence of screens should be very clear
  • It should be easy to learn to operate the software

Defining our Quantitative Values

As these were the first set of user tests for our v2 prototype, we did not have real user data to put towards a quantifiable value on each of the tasks. As a result, we created our own estimates for time and interaction-related goals.

For each of our planned user tasks, we analysed how many interactions (clicks/taps/scrolls) were required and how long each task took us to complete.  We then had to account for the fact that we are “expert” users, and adjusted the goal values to what we believed were reasonable amounts for the tasks involved for both experienced and novice users.

A reminder of our user tasks:

  1. From the home page, search for shipwrecks using the following criteria:
    1. of Military type
    2. located in Cork
    3. of Novice diving difficulty.
  2. Now could you search using the Map View – for a wreck called the S.V. Albion, located off the southern coast, near Rennies, Nohaval, County Cork.
  3. Could you book a tour for this wreck, for the 5th of December, at 3pm, for 2 people.
 Our TimesEstimated
User Time
Our InteractionsEstimated User Interactions
Task 191468
Task 2102548
Task 3918812

Based on these efforts, our quantitative goals are as follows:

  • Experienced users (defined as users who have previously used the original site)
    • should take no longer than 14 seconds to find a military wreck located in Cork with novice diving difficulty
    • should take no more than 8 interactions to find a military wreck located in Cork with novice diving difficulty
    • should take no longer than 25 seconds to find a specific wreck using the map view
    • should take no more than 8 interactions to find a specific wreck using the map view
    • should take no longer than 18 seconds to book a tour
    • should take no more than 12 interactions to book a tour
  • Novice users (defined as first-time users)
    • should take no longer than 15 seconds to find a military wreck located in Cork with novice diving difficulty
    • should take no more than 9 interactions to find a military wreck located in Cork with novice diving difficulty
    • should take no longer than 30 seconds to find a specific wreck using the map view
    • should take no more than 10 interactions to find a specific wreck using the map view
    • should take no longer than 18 seconds to book a tour
    • should take no more than 12 interactions to book a tour

Note that for Task 3, the values are the same for both user types. This is due to the booking functionality being a planned, new addition to the website, which neither user type has interacted with before.

Our rough work for this section of the project can be found here.

References

  1. Dr Andrew Errity & Sue Reardon (2016). Fundamentals of UX Design – Course Notes
  2. Jakob Nielsen (2001). Usability Metrics – Nielsen Norman Group
  3. TryMyUI. Quantitative and Qualitative Testing
  4. Jeff Sauro (2013). 7 Steps To Conducting Better Qualitative Research – MeasuringU

Leave a Reply

Your email address will not be published. Required fields are marked *