USABILITY _ ACCESSIBILTY 2007 - BUYER'S GUIDE

Document Sample
USABILITY _ ACCESSIBILTY 2007 - BUYER'S GUIDE Powered By Docstoc
					SAMPLE: Usability & User Experience Survey Report 2007

SAMPLE: Usability & User Experience Survey Report 2007
July, 2007
In association with Bunnyfoot

Copyright © E-consultancy.com ltd 2007 – not for distribution to nonsubscribers without written permission

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

Other related E-consultancy reports:
Usability and Accessibility Buyer’s Guide 2007
http://www.e-consultancy.com/publications/usability-and-accessibility-buyers-guide2007

Usability and User Experience Business Case
http://www.e-consultancy.com/publications/user-experience-business-case/

Usability and User Experience RFP
http://www.e-consultancy.com/publications/user-experience-rfp-request-for-proposal/

User Experience Roundtable Briefing
http://www.e-consultancy.com/publications/user-experience-briefing-feb-2007/

1
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

Table of Contents
1. 2. 3. About E-consultancy................................................................ 4 About Bunnyfoot ..................................................................... 4 Introduction ............................................................................ 5 3.1 Introduction by Bunnyfoot .................................................................. 5 3.2 Methodology ........................................................................................ 6 Executive Summary and Highlights ......................................... 7 4.1 Approach to User Experience .............................................................. 7 4.2 Budgets and Spending ......................................................................... 7 4.3 Benefits and Return on Investment (ROI) .......................................... 7 4.4 Usability Services .......................... Error! Bookmark not defined. 4.5 Barriers to delivering the best possible User Experience.......... Error! Bookmark not defined. Profile of Respondents ............................................................ 8 5.1 Type of respondent – In-house or Agency marketers? ....................... 8 5.2 Number of Employees in Organisation ............................................... 9 5.3 Annual Company Turnover .......... Error! Bookmark not defined. 5.4 Business Sector .................................................................................... 9 5.5 Transactional / Non–Transactional .............. Error! Bookmark not defined. 5.6 Geography ....................................... Error! Bookmark not defined. Findings ................................................................................ 10 6.1 Approach to User Experience ............................................................ 10 6.1.1 Level of commitment to user experience ....................................... 10 6.1.2 In-house or agency?.................................................................... 10 6.1.3 Who owns the Online User Experience? Error! Bookmark not defined. 6.1.4 Integration of Online into Customer Experience............... Error! Bookmark not defined. 6.1.5 User Experience – Other Areas of Investment .................. Error! Bookmark not defined. 6.2 Budget and Spending .......................................................................... 11 6.2.1 Proportion of budgets allocated to usability ............................... 11 6.2.2 Usability investment over the next 12 months............................ 11 6.2.3 Spending on Usability ........... Error! Bookmark not defined. 6.2.4 Spending on Accessibility ...... Error! Bookmark not defined. 6.3 Benefits and ROI ........................... Error! Bookmark not defined. 6.3.1 Benefits of Usability............... Error! Bookmark not defined. 6.3.2 ROI from Usability ................ Error! Bookmark not defined. 6.4 Usability Services ................................................................................ 11 6.4.1 Services used ................................................................................ 11 6.4.2 Most valuable usability services ............. Error! Bookmark not defined. 6.4.3 Value of Eyetracking .............. Error! Bookmark not defined. 6.4.4 Services offered by Agencies . Error! Bookmark not defined. 2
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

4.

5.

6.

SAMPLE: Usability & User Experience Survey Report 2007

6.4.5 Are Usability and Accessibility separate areas? ................. Error! Bookmark not defined. 6.5 Barriers to delivering best possible User Experience ......................... 12 6.6 Project Management of Usability ....................................................... 12 6.7 Hall of Fame - websites admired for user experience ............... Error! Bookmark not defined. 6.8 User Experience Gurus ................. Error! Bookmark not defined. 7. Appendices ............................................................................. 13 7.1 Commitment to User Experience – Sector Breakdown ..................... 13 7.2 In-house or agency? – Sector Breakdown ..... Error! Bookmark not defined. 7.3 Ownership of online user experience – Sector Breakdown ...... Error! Bookmark not defined. 7.4 Integration of Online Experience – Sector Breakdown ............ Error! Bookmark not defined. 7.5 Usability Investment – Sector Breakdown .... Error! Bookmark not defined. 7.6 Spending on Usability– Sector Breakdown ... Error! Bookmark not defined. 7.7 Spending on Accessibility– Sector Breakdown .... Error! Bookmark not defined. 7.8 Benefits of Usability – Transactional / Non-Transactional ...... Error! Bookmark not defined. 7.9 ROI from Usability – Breakdown by Sector .. Error! Bookmark not defined. 7.10 Services Used – Breakdown by Sector........... Error! Bookmark not defined. 7.11 Barriers to User Experience – Breakdown by Sector ................ Error! Bookmark not defined.

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

3
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

1. About E-consultancy
E-consultancy is an online publisher of best practice internet marketing reports, research and how-to guides. E-consultancy, named Publisher of the Year at the 2006 AOP Awards, also publishes buyer’s guides and has a directory of 100,000+ third party internet marketing white papers. Subscribers pay from £149 per year to access the exclusive and highly practical content. E-consultancy has more than 100 events lined up for 2007, including roundtables and monthly Supplier Showcases, where six suppliers pitch to an audience of pre-qualified buyers at a Central London venue. E-consultancy has 53,000 registered users and more than 145,000 unique users sessions per month (audited by ABC Electronic). It is popular among internet professionals because of its time-saving advice and insight. The company also provides a range of public and in-house training programmes, such as seminars and workshops. http://www.e-consultancy.com/about/

2. About Bunnyfoot
Bunnyfoot was founded in 1999 by Dr Jon Dodd and Robert Stevens – a behavioural scientist and a businessman – both with extensive experience of working in the IT and Internet sectors. Bunnyfoot was the first UK consultancy to offer professional accessibility consulting services in addition to usability services and has consolidated this leading position ever since. It was also the first consultancy to offer eyetracking as standard and during the past four years of using eyetracking has developed new and improved techniques for user testing and behavioural analysis. They are now pioneering the use of advanced behavioural segmentation techniques leading to the development of measurable and optimisable persuasive websites, using biometrics to measure engagement and emotion, and playing with lots of other things that they can’t talk about … yet. Bunnyfoot works to produce practical, pragmatic, implementable results. They produce usable and accessible insights to spur action, and they also believe that user experience (and usability) should be an integrated part of design and development, and not a bottleneck in the whole process. Bunnyfoot currently employs 22 full time members of staff, have offices and specialist testing facilities in Oxford, Edinburgh and London. http://www.bunnyfoot.com/ 4
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

3. Introduction
Introduction by Bunnyfoot As a company which has been at the forefront of usability since 1999, when few others were involved, we are very pleased to be the sponsors of this research project. The original idea behind this research was to gain an understanding of whether the experiences of the digital sector as a whole matched our anecdotal impressions of how things have developed in recent years. Over the years, we have seen more and more organisations reaping the benefits of investment in usability and user experience activities. Having seen some quick-win benefits, these same organisations are now implementing a more integrated user-centred design approach. In doing so, they are optimising the experience from the outset rather than sticking on band aids to heal the wounds that usability testing and evaluation revealed. However, there was the possibility that we were selecting from a rather biased sample. We were intrigued to see what the wider digital selector was doing in this area. It is heartening that the research findings show that the penny is dropping for so many organisations, with such a high proportion of companies now investing in user experience and also planning to increase their investment. It is less encouraging to see that so many are still wrestling with organisational, budgeting and resourcing issues which mean that usability and user experience are perhaps not given the attention that perhaps they should. It will be interesting to see how this will change as we approach a more strategic and measurable era, and increasingly start to deliver true online experiences matched to the psychology and motivations of our customers. Dr Jon Dodd Director and Co-founder Bunnyfoot Jon@bunnyfoot.com

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

5
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

Methodology Some 756 respondents completed an online survey over a three-week period in May 2007. E-consultancy and Bunnyfoot would like to thank those who took the time to complete the questionnaire. Information about the research, including the survey link, was emailed to Econsultancy’s user base. E-consultancy uses Clicktools for its online surveys. The majority of respondents are based in the UK although there are also significant numbers of respondents from the United States, the rest of Europe and beyond. As well as the quantitative data gathered, there was a great deal of rich insight resulting from the open-ended questions which we have tried to do justice in this report through analysis. We have also reproduced a selection of verbatim answers to illustrative certain key points. The survey covers the areas of both usability and user experience. There is a great deal of overlap between these topics although the term “usability” is sometimes applied to the more mechanical aspects, with “user experience” a more holistic term which embraces other layers of the experience over and above the usability aspect. If you have any questions about this research, please contact Linus Gregoriadis at E-consultancy (linus@e-consultancy.com)

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

6
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

4. Executive Summary and Highlights
This Usability and User Experience Survey Report, produced by Econsultancy in association with Bunnyfoot, is based on the findings of a survey of 756 respondents carried out in May 2007. The key findings of the research were as follows: Approach to User Experience  Only a quarter of company respondents say their organisations are “extremely committed” to providing the best possible online user experience. A further 56% say they are “quite committed”. o A total of 15% work for organisations which are either “indifferent” (10%) or “not committed” (5%). o A quarter of agency / consultancy correspondents say their clients are typically indifferent whereas only 9% say their clients are extremely committed. Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

Budgets and Spending  On average, organisations are investing 11.5% of their overall website design and build budgets in usability, and 13.2% of their design budgets. o 8.9% of ongoing website maintenance budget is spent on usability (on average). Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

Benefits and Return on Investment (ROI)  These are the top 6 benefits of usability, based on the number of respondents who believe they are a major benefit.
1) 2) 3) 4) 5) 6) Improved perceptions of brand Increased conversion rates Greater customer loyalty and retention Increased customer advocacy Increased traffic Improved search rankings (54%) (53%) (46%) (38%) (36%) (33%)



Half of respondents don’t know their organisation’s ROI from usability.

7
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

5. Profile of Respondents
Type of respondent – In-house or Agency marketers? Respondents to this survey were divided into the following categories so that the questions could be as relevant as possible.    Those who are part of an in-house internet marketing team or user experience team (i.e. company respondents). Agency or consultancy employees, helping clients to improve user experience. Those who are interested in user experience or usability issues, without falling into either of the previous two categories.

As Figure 1 shows, the largest of these segments was the in-house group, which includes 346 respondents and represents 46% of the total sample. A third of the respondents (249 in total) represent agencies or consultancies. Figure 1

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

8
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

Number of Employees in Organisation The in-house respondents are evenly split across a range of differently-sized organisations, as defined by number of employees. The best-represented organisational band is the 101-1000 employee bracket, which has 29% of inhouse respondents. As one would expect, the vast majority of agency and consultancy respondents work for organisations with less than 100 people [Figure 3].

5.4

Business Sector

Company respondents work across a range of sectors. Financial Services, Retail, Travel and Publishing are the best represented. In total, these four sectors represent just under half of all respondents (46%). There is a breakdown of results by sector as an appendix to this report. Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

Figure 6

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

9
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

6. Findings
Approach to User Experience Level of commitment to user experience The findings displayed in Figure 10 are intended as a benchmark around organisational commitment to the user experience. This will be used as a baseline when we ask this question in future usability surveys. At this stage a quarter of respondents say their organisations are “extremely committed” to providing the best possible online user experience although a further 56% say they are “quite committed”. A total of 15% work for organisations which are either “indifferent” (10%) or “not committed” (5%). Another good benchmark is what agencies think about their clients [Figure 13]. A quarter of agency / consultancy respondents say their clients are typically indifferent whereas only 9% say they are extremely committed. Advocates of a user-centric approach (both in-house and working for agencies) will note that there is still much work to be done in order to get user experience higher up the agenda. Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

In-house or agency? Just over half of the organisations surveyed use an agency or specialist usability company to help them improve the user experience, either relying on a third party agency or usability company entirely in this respect (24%) or using specialist third party assistance in combination with in-house expertise (28%). Some 43% of responding organisations do this exclusively in-house. Only 15% of respondents work for organisations which use specialist usability companies exclusively to address the user experience. This figure rises to 31% when looking only at companies with a turnover of more than £150 million [Figure 15]. Smaller organisations are more likely to rely on in-house expertise. More than two thirds of responding companies with a turnover of less than £10 million look after the user experience entirely in-house. 10
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

Budget and Spending Proportion of budgets allocated to usability Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

Proportion of Overall Website Design & Build Budget – Agency Figure 27

Usability investment over the next 12 months Two thirds of organisations (67%) are planning to invest more on usability over the next 12 months, compared to only 2% who will spend less [Figure 33]. Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

Usability Services Services used Figure 50 shows the agency and consultancy services being used by organisations. In order or popularity, the services being used are: 1) 2) 3) 4) 5) 6) 7) 8) 9) User testing Expert usability evaluation Information architecture Full user centred design Accessibility audit Eyetracking Field research / ethnography Card sorting Testing with disabled users (62%)* (52%) (50%) (37%) (34%) (26%) (25%) (22%) (19%)

* percentage of responding organisations which have used service.

11
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

Barriers to delivering best possible User Experience These are biggest barriers to user experience, according to company respondents. 1) 2) 3) 4) 5) 6) 7) 8) Time pressure to get things done Lack of internal resource Lack of budget Company culture / politics IT bottleneck Lack of internal buy-in Lack of know-how Project management difficulties (56%)* (45%) (37%) (35%) (27%) (23%) (16%) (13%)

* Percentage of respondents citing factor as one of three biggest problems in delivering best possible online user experience.

Project Management of Usability Respondents were asked how their organisations or their clients’ companies typically project manage for usability. A phrase which constantly cropped up in the responses was “ad hoc”. Many respondents simply stated that “they didn’t do this” (or that their client didn’t do this). Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

12
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007

SAMPLE: Usability & User Experience Survey Report 2007

7. Appendices
Commitment to User Experience – Sector Breakdown

Please note small sample size for most sectors. The best represented sectors are Financial Services, Publishing, Retail and Travel.

Sample only, please download the full report from:
http://www.e-consultancy.com/publications/usability-and-user-experience-report-2007

13
E-consultancy / Bunnyfoot User Experience Survey Report 2007 Copyright © E-consultancy.com ltd 2007


				
DOCUMENT INFO
Shared By:
Tags: BUSINESS
Stats:
views:359
posted:1/12/2008
language:English
pages:13