Case Study Audi by hzp22842

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									Razorfish, Germany



  Case Study:

       Audi
                               2




1. Schematics (wireframes)

2. „Jumping Boxes“

3. Right vs. Left Navigation
                                             3
Schematics




Problem: Traceability

    Documents separate & independent




            Changes & updates inefficient

            Version control problematic
                                            4
Schematics




Solution: Adobe GoLive
    Convergence of deliverables

       Sitemap and schematics linked 1:1
       Components = modular construction
       WebDAV server
        – concurrent work on schematics
        – remote access by client
       Cross Platform: PC and Mac; HTML
             5
Schematics
                                          6
Schematics




Disadvantages
      Site file grew to 30+ mb
      Unstable, crashed
      Sitemap tool is suboptimal
      Didn„t get team buy-in

   Overall GoLive met our expectations,
   but is the wrong tool for the job

   Underscores need for an IA tool
                               7




1. Schematics (wireframes)

2. „Jumping Boxes“

3. Right vs. Left Navigation
                                              8
Jumping Boxes




Problem: Variable Browser Sizes

    Users surf with different window sizes




          One screen size      Web design

          Right navigation must be visible
                                              9
Jumping Boxes




Automated Layout

    Three page layouts offered – S, M, L
    from 640x480 to 1024x768



          Fulfilled CI constraints

          Brand: “Vorsprung durch Technik”
10
                                            11
Jumping Boxes




Disadvantages
      Technically difficult to implement
      Usability problems?
      Not needed for all page types



  A complex solution for a simple problem
                               12




1. Schematics (wireframes)

2. „Jumping Boxes“

3. Right vs. Left Navigation
                                                   13
Right vs. Left Navigation




Challenge: Competitive Difference

     Right navigation = Audi as innovator



            Smoother interaction with scrollbar

            Greater focus on content

            Subjectively accepted by users
                                                 14
Right vs. Left Navigation




 External Test: www.SirValuse.de

     2 prototypes: 1 left & 1 right navigation
    64 users: 2 groups


        Part 1 – Six tasks were timed

        Part 2 - Eye movement analysis

        Part 3 - Interviews
                                                        15
    Right vs. Left Navigation



                            Part 1 - Hypothesis
    Time
                 R



Significant

                 L




                     1          2   3   4   5   6

                                                Tasks
                                                        16
    Right vs. Left Navigation



                            Part 1 - Results
    Time




    No           R
Significance     L




                     1          2   3   4   5   6

                                                Tasks
                                               17
Right vs. Left Navigation




Part 2 – Eye movement

     Method: www.MediaAnalyzer.com

    User rapidly coordinate clicks with
    where they look


        Hypothesis:

         right navigation > focus on content
                                     18
Right vs. Left Navigation




Results: Stronger focus on content
                                         19
Right vs. Left Navigation




Part 3 – Interview
     Do you like the right navigation?



         7                  23      2
       :)



                                   :(
                            :|
                                                   20
Right vs. Left Navigation




Subsequent Usability Test
     „Normal” methods with 25 participants

        Corroborated findings of first test

        No difficulties with a right navigation

        Positive subjective response

        Only 1 commented on right navigation
                                                   21
Right vs. Left Navigation




Conclusions
        Users are ambidextrous in terms of
         navigation position

        Consistency and learnability

        People expect that websites vary

        Interaction given by design and layout,
         not prior expectations (Affordance)
Razorfish, Germany




   Thank You

jim@razorfish.de

								
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