Due to the sensitive nature of the work we perform it is not always
possible for us to include full details on the work we performed, or on
the benefits realised. We respect our customers wishes, and in most cases
have not been able to identify the customers we were working for.
However the following case studies provide an insight into how we work,
and what we have managed to achieve for some of our customers.
Call Centre ticketing system for a major global airline
Outline
As part of their development strategy to gain additional efficiencies
within the business, a major global airline was in the process of redesigning
their core ticketing system interface. This system allowed thousands of
agents around the world to quote for and book tickets 24 hours a day.
Whilst one of the main aims of the project was to introduce additional
functionality, it was critical that this did not negatively impact the
booking process in any way.
Critical business issues to address
The software used limited Interface design - very few interface controls
available, which resulted in:
- Slow and inefficient systems - by virtue of its original
design, the fast efficient handling of calls desired could not be achieved.
A few seconds wasted on each call due to poor usability, translated
around the world to a cost of hundreds of thousands of pounds per year.
- High training costs - The system was complicated
to learn and new recruits needed to undertake five weeks of training
before becoming competent users of the system. It was also documented
that it actually took up to six months before agents felt 'comfortable'
with the software. The difficulties experienced impacted directly on
their ability to work efficiently and meet the businesses targets in
terms of the number of calls handled and the average speed of each transaction.
- High staff turnover - working in an environment that
failed to provide suitable tools to meet demanding targets led to the
loss of experienced staff. This in turn created a team with a complex
mix of new agents and experienced 'lifers', well used to the existing
system and fearful that any change in design might jeopardize their
ability to perform to the companies' strict standards.
We provided
A comprehensive, multi-tiered approach to the project including:
- Initial expert evaluation of the old system, to rate the usability
of the project, identify issues and see what should be retained in the
new design.
- Performed task analysis with users from many different groups and
experience levels, to identify exactly how they wanted the new system
to work.
- Aided the design team in the production of prototypes based on the
task analysis results, and trained key team members in usability testing,
so that the prototypes could be tested around the world.
- Continued to perform evaluations and testing on the evolving prototype,
and to provide design advice to the team.
Returns realised
Initial results have shown an improving position:
- An average reduction in training time from five weeks to two weeks.
- Interactions required for core tasks decreased by average of 23%,
reducing the time required for each transaction by 31%, which will save
the business £3-6 million per annum.
- With the increased usability of product (238%) and the reduction in
the difficulty of core tasks (53%) user acceptance is extremely high,
even amongst hardened old timers.
- Staff Turnover reduced to 6% per annum providing a stable, happy and
well-trained workforce who now meet productivity targets. Recruitment
costs and the associated training costs of new staff have therefore
dropped.
- Detailed task maps identified a number of areas where further improvements
could be made in interactions and time required.
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E-commerce site
Outline
A high street retailer was in the process of launching a new e-commerce
shopping site. Since there were competitive sites to consider and an expected
low level of Internet experience in the user base to overcome, they contacted
us.
Critical business issues to address
- Ease of use - the site had to be very easy to use,
ideally easier to use than the major competitive sites.
- More functionality on the way soon - the site had
to include a high level of functionality to support faster and easier
shopping.
- Speed of use - Core tasks had to be faster and easier
to perform than on other leading sites.
We provided
We used the following approach for this project:
- Detailed competitive heuristic evaluation of the design, to rate its'
usability against competitive sites.
- Produce competitive task evaluations of core tasks, to see how they
compared on each site.
- Usability test the design around the country, with test shoppers fitting
the profile for this retailer.
- Facilitate design sessions to identify solutions to the issues uncovered
and apply them to an improved design.
Returns realised
Initial results have shown the following improvements:
- Registration conversion ratio improved by 26% in first four months.
- It is on average 12% faster to complete core tasks on this site than
on competitive sites.
- It takes on average 15% less keyboard/mouse interactions to complete
core tasks on this sitet than on competitive sites.
- 32% of new shoppers are coming from competitive sites.
- Call to order ratio (number of customers calling the help line as
a percentage of people shopping) fell by 26%.
- Return on investment calculated to be 530% over the next three years.
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Employee self-service (ESS)
Outline
We recently worked with a global consulting company on an Employee Self
Serve solution for use with a Human Resources (HR) software tool. A single
customer had agreed to pilot the product, but was reporting problems.
Critical business issues to address
- The ESS
product was a critically important element in the product range for
this company, and could not be allowed to fail.
- The customer piloting the product was reporting extremely poor levels
of take-up.
- Users were not using the ESS
interface, but the customer didn't know why.
We provided
We used the following approach for this project:
- Initial inspection of the pilot site and analysis of situation.
- Perform user interviews to assess the needs and goals of the users
and the environment they were working in.
- Heuristic evaluation of the interface to identify usability/functionality
issues
- Redesign the access mechanism to the ESS
system.
- Work with design team to redesign elements of system functionality,
to more closely align them with user goals.
Returns realised
Results based on the first six months of operation showed:
- Reduced workload on HR
department by 1 administrative head count.
- Increase in use of ESS
by 142%.
- Data quality improved by 22%.
- User satisfaction improved from 3.5 to 8.2 out of 10.
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The National Archives
Outline
The National Archives is redeveloping its corporate website for an anticipated
launch in summer 2004 and faced a unique challenge, as it sought to merge
two websites (The Public Record Office and the Historical Manuscripts
Commission. The site had to provide easy and clear access to a massive
level of content, whilst also supporting users as diverse as professional
archivists, family historians and general members of the public interested
in history.
Critical business issues to address
- Ease of use - the site had to be easy to use, for
all of these different forms of user.
- Support for current users - as well as attracting
new people to the site. The National Archives needed to support existing
users, used to the two different current sites.
- Massive content level - the high level of content
on the site, including a searchable archive of 9.5 million records,
could easily overwhelm visitors if not designed well.
Usability approach
Working closely with The National Archives project team, we used the
following approach for this project:
- Identify objectives for a series of usability tests.
- Recruit a range of test participants mirroring the unique usages of
this site.
- Plan, manage and run these tests in our London facilities.
- Analyse findings and design proposed solutions to issues, working
closely with the team.
- Report back on the issues and solutions, and work with the team where
required to see site improvements.
- Implement design improvements in the prototype and then re-test.
Returns realised
The outcome of user testing showed the following improvements in the
prototype design:
- Number of usability issues in the final test prototype had reduced
by 37%
- There were far fewer issues, none of them high priority.
- For a site of this size and complexity, the number of issues encountered
in the final test were much lower than expected, a very good finding
- All tested participants were able to complete the tasks they were
asked to perform without major difficulty
- Design decisions were able to be made quickly and to be proven during
the test process. This shortened the time required to make decisions
and change the design.
- When asked to rate the site against certain word pairs, scores for
'positive' words increased by an average of 27%, including:
- Easy to use (up 55% on initial test)
- Excellent (up 31% on initial test)
- Easy on the eye (up 56% on initial test)
- Professional (up 74% on initial test)
- Modern (up 70% on initial test)
Peter Malewski, IT Project Manager for The National Archives has this
to say:
"The relationship between Usability by Design and The National
Archives has been very successful. The service provided was highly professional.
This was exemplified by the company's rapid understanding of our requirements;
excellent communication between the project teams at both companies; thorough
development and management of the usability tests and the subsequent workshops;
and effective and relevant advice offered along the whole process."
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- StrategyEngage, measure & improve
- ResearchMatch customer needs with their thought processes
- DesignPrototype - don't waste budget building something that might not work
- TestSee what works before it's built, see what's failing and why
What they say
"We engaged Gary and his team in a ussability analysis
exercise that was carried out professionally. The research and resulting
recommendations helped drive a series of user experience enhancements
that more than paid for the cost of the exercise. A valuable job done
well by a recognised expert."
Larry Campbell, Chief Executive Officer, Global Publishing
Services, HSBC Bank
"Gary is both an expert in the field of usability/UCD
and an excellent communicator which allows him to work effectively with
both technical and non technical stakeholders on any projects he is involved
in. His interpersonal skills are also a bonus which makes him a pleasure
to work with. The value Gary adds to the projects I have commissioned
with him always ensures a valuable return for the investment I have made."
Diane Lewis, Research & User Experience Director,
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