Why Usability?
A successful search as well as a transfer to a competitive website takes only a few seconds, and therefore each problem that discourages users is a measurable loss for the website owner.
In principle, every product is useful, for instance a spread-sheet for calculations, a company's website for interaction with customers or an online store for comfortable shopping.
However, is it always that simple? Even those tools that seem carefully prepared and easy to use often make the user feel lost or cause comprehension problems.
Evaluation stages - expert reviews and eye tracking
The usability evaluation is a sequence of actions allowing to find and eliminate difficulties in the user interface of a specific product. In this area Symetria performs website reviews, Internet advertising evaluations as well as press layout tests.
The purpose is to improve usability that indicates how easy it is to use a specific object to complete the tasks for which it is conceived. That is why the usability is analyzed from the different perspectives:
- by experts in the area of interfaces (in the course of the heuristic evaluation),
- by ordinary users (during user tests with the use of eye tracking).
Note: Performing a simplified audit evaluation consisting of the mere heuristic evaluation is also possible.
Outcome: improved image, enhanced effect and surging higher revenue
The usability audit is meant to specify what needs to be changed and how in order to make the product user-friendly and at the same time to meet its business objectives. Implementation of the post-evaluation recommendations has a tangible effects:
- e-commerce service has lower escape rates and generates more income,
- corporate website is more effective in informing about the company and creating a positive corporate image;
- advertising proves more attractive to users and thus gains higher conversion rate.
