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exam 2 outline - BMGT484 Second Midterm Outline Designing a...

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BMGT484 Second Midterm Outline Designing a Site for Usability How to create a successful site: Buy a web address Find a home = HOSTING Terp Connect Build your site Get paid Get sponsors Get known Track your traffic Usability: the measure of the quality of a user’s experience when interacting with a product or system Ease of learning Efficiency of use Memorability Error frequency and severity Subjective satisfaction Who needs to understand web usability? Designers Developers Business owners Anyone else who has a say in the design Why usability is important: A necessary condition for survival, because people LEAVE if: o A website is difficult to use o The homepage fails to clearly state what a company offers and what users can do o Users get lost on a website o Information is hard to read o Website doesn’t answer users’ key questions o The first law of e-commerce: if users cannot find the product, they cannot buy it either THERE ARE PLENTY OF OTHER WEBSITES AVAILABLE! How to improve usability: User testing o Find a set of representative users o Ask the users to perform representative tasks with the site o Observe: DO NOT ASSIST what the users do, where they succeed, and where they have difficulties with the user interface o Listen: let the users do the talking Usability testing labs Usability and eye tracking When to work on usability: Important in each stage of the design process, but START EARLY! Test the old design to identify good and bad Test your competitors’ designs Conduct a field study Make paper prototypes Refine the design ideas through multiple iterations
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Move from paper to computer Keep doing user testing until the new site is launched Online Branding Brand: a set of expectations that consumers have when consuming, or thinking about consuming, a product or service from a specific company (SOURCES: past experience, observations of others, marketing communication) Branding: the process of brand creation Marketing activities: 1. Consumer marketing consumer research 2. Product design 3. Core product Augmented product (differentiating features: quality, price, support, reliability) 4. Marketing communications
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