One of the more frequent questions that we get asked by our clients or by our seminar attendees is: "Is a redesign for usability worth it?" In other words,重新设计的投资回报(ROI)是什么??

近年来,我们看到decline of the ROI for usability,最有可能是由于接近可用性改进的上限:凭借20多年的网页设计经验,设计师们学到了一些东西,解决了不少问题。但是对可用性的重新设计仍然可以为您节省大量的钱。

在本文中,我们讲述了Mozilla的支持网站的故事,可以获得一个233% improvement out of a redesign for usability.(这是一个说明如何计算改进分数.) Thus, we can say that the redesigned site was大约3倍更好than the original site.

此重新设计所涉及的成本为14人 - 周或560人。

值得花费14周是否更好地成为3倍?这取决于您的员工的每小时率和您的网站的价值,因此无法予以回答。然而,对于Mozilla来说,这获得了巨大的交通量,改善肯定是值得的麻烦,因为它是几乎任何在网上商业的大型网站或公司。

那么Mozilla是如何做到的呢?这次重新设计涉及到什么?

谁是Mozilla.

Mozilla is a large, open-source, worldwide, software organization staffed by both employees and volunteers. It makes one of the most popular web browsers (Firefox), along with other useful products and services.

Pain Points

数以百万计的人来到这里Mozilla's support websiteevery year to get help with Firefox and other products and services. When users cannot get an answer from the information existent on the site, the Mozilla staff aims to help by answering each person's question in the user-support forum, and to respond to questions as quickly as possible.

As Mozilla's website had grown organically, users were having difficulty finding information and the support staff couldn't keep up with the number of questions in the forums. Specifically:

  • At about 400 pages or so, the help documentation had become一个很难找到特定信息的地方quickly.
  • 论坛员工(员工和志愿者)难以尽快回应问题,因为他们想要的问题越来越多的来回问题对于快速更新的Firefox。
  • 论坛的超负荷也使它difficult for staff to find time to write new help articlesfor frequently asked questions. More articles could help, but the growing number of articles also caused more findability problems.

行动计划

Mozilla decided to invest in discovery and iterative usability testing in order to improve the IA of its support site. The research questions aimed to understand (1) how people (users and staff) used the support system; (2) which types of information were really important.

热门研究问题

  • 用户和员工如何与支持系统交互?
  • 在网站重新设计中,哪些问题是最重要的?
  • 最想要的信息是什么?
  • 人们在搜索时使用哪些词?
  • Which desired information seems to be missing?
  • 如何组织和呈现最佳信息以匹配用户最想要在网站上进行的?

UX团队

用户体验团队由3名成员组成:

Susan Farrell,尼尔森诺曼集团高级用户体验专家。manbetx官方网站手机版苏珊进行了研究,数据发现,分析了数据,并制定了设计变更建议。

Crystal Beasley, Product Designer, Mozilla.Crystal LED项目,与Mozilla利益相关者协调,并在纸质原型研究会话期间播放了电脑。

Bram Pitoyo,Mozilla网站用户体验设计师.BRAM设计了任务流和原型,并监督了网站的交互设计变更。他还测试了旧IA,所以我们可以将结果与拟议的新IA的测试进行比较。

台阶

We employed a variety of研究方法旨在帮助我们了解用户的需求,也可以重新设计IA和支持站点上的工作流程:

  • Doing data discovery and analysis, to understand how users behave on the support site and why
  • In particular, we looked at a variety of data sources to identify users' top tasks, as well as difficulties that they had with the current site. The table below summarizes the methods that we used.
UX数据
  • 其他人的可用性报告和用户配置文件
行为数据
  • 常见问题
  • 流量和搜索分析
Content analysis
  • 信息组织和连接
  • 结构:标题,标题,分组
  • 任务流评估,表单可用性
  • 差距:缺少最想要的信息
Interviews with staff
  • Conduct video calls with subject-matter experts about pain points, known problems, and redesign hopes and concerns

We conducted the paper-prototype research with users in Portland, Oregon, USA. Bram designed the evolving prototypes in Jakarta, Indonesia after watching each day's sessions on video.

Bram changed the designs and sent them back to us as PDF files, which we sent to an office supply store to print for us on their large-format printer. Because of the 14-hour time difference, it was possible to work around the clock as a team most days.

由revising designs between test days, we were able to progress key pages in the design through7个版本只需2周的测试。原型设计时间(包括测试和最终修订)发生在9周内。

虽然不是每个项目都能在2周内测试7个设计版本,但这个例子无疑证明了这一点可用性可以是敏捷的(无论是小写字母a还是大写字母a)团队是否足够高效,并决定强调吞吐量和fast research methods.

重新设计结果

A 70% decrease in support questions意味着论坛的工作人员不太频繁,能够更快地回应。

在原型测试之后,但在实施新设计之前,Mozilla员工在主页上实施了临时QuickLinks导航项目,以测试是否直接访问所识别的,最想要的内容将减少进入论坛的新问题的数量。QuickLinks通常是导航结构差的解决方法,so we don't recommend them, but in this case it was important to test those key research findings at scale before implementing the new navigation scheme.

作为网站重新设计和内容改进工作的结果,Mozilla支持帮助文档得到了扩展,足以解决我们发现的最普遍的问题。因为现在的基本和manbetx官网手机登陆频繁问题的文章现在更具找到可靠的,所以访客提出较少的问题,他们的问题是关于更多特定主题。

图表显示重新设计开始后,支持电话减少了70%
This graph from the Mozilla KPI Dashboard shows the volume of questions (in solid blue) in the Mozilla support forum before, during, and after the 3-month UX activities (red box).

提供对最想要的信息的方便访问导致了新的论坛中的帮助问题立即下降70%左右(每月约7000到2000个问题),让论坛工作人员超越他们的质量目标。用户体验活动一个月后,Mozilla的工作人员修改了支持文档,使其更易于查找,并且持续的数据分析允许根据需要更改热门主题。

图表显示在重新设计后更快地回答的问题
重新设计显着增加了24小时的响应率,从40-60%的问题回答了80-90%。在UX活动期间4个月的景象和初始重新设计实施显示了蓝色的传入论坛问题,较短,重叠,绿色,回答量。每月5000个问题本身就是良好的,但有问题和回答率会聚在右侧(正如他们所做)在重新设计后的用户需求和客户 - 支持容量之间显示出良好的匹配。

得到教训

支持网站是由常见问题解答,它们是移动的目标。通过定期分析各种类型的用户数据,客户服务可以记录用户需要的标准答案,使支持人员能够关注需要独特答案的新问题和问题。

数据是获得所需资源的关键。数据挖掘证明了问题的存在,分析证明了解决方案的有效性。支持站点的利益相关者很容易获得资源和动力,一旦一些修复措施解决了他们的痛点,就可以实施建议的更改。这一早期的成功为用户体验活动和新员工带来了更多的支持:一名信息架构师和一名内容经理,他们现在优化了内容、导航和搜索。

随着时间的推移,协作帮助位于世界各地的UX团队、支持人员和开发人员共享知识和开发共同的愿景。This unification of purpose and concerns while working closely together to solve problems resulted in a great website design, one that helps meet everyone's needs.

很显然,Mozilla的投资在用户体验设计support website has paid off beautifully, and it showed measurable improvement almost immediately. We hope this example helps you make the case for user-experience ROI and paper prototyping — foriterative, user-centered design.

We'd like to thank Mozilla for allowing us to share this experience with the UX community.

了解更多关于投资回报率在我们的可用性报告的ROI或者在我们的测量UX课程.

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