Cost-Justifying Usability, 2nd Edition

Cost-Justifying Usability, 2nd Edition

by Randolph G. Bias, Deborah J. Mayhew
Released May 2005
Publisher(s): Morgan Kaufmann
ISBN: 9780080455457

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Book description

You just know that an improvement of the user interface will reap rewards, but how do you justify the expense and the labor and the time—guarantee a robust ROI!—ahead of time? How do you decide how much of an investment should be funded? And what is the best way to sell usability to others?

In this completely revised and new edition of Cost-Justifying Usability, Randolph G. Bias (University of Texas at Austin, with 25 years’ experience as a usability practitioner and manager) and Deborah J. Mayhew (internationally recognized usability consultant and author of two other seminal books including The Usability Engineering Lifecycle) tackle these and many other problems. It has been updated to cover cost-justifying usability for Web sites and intranets, for the complex applications we have today, and for a host of products—offering techniques, examples, and cases that are unavailable elsewhere. No matter what type of product you build, whether or not you are a cost-benefit expert or a born salesperson, this book has the tools that will enable you to cost-justify the appropriate usability investment.

  • Includes contributions by a host of experts involved in this work, including Aaron Marcus, Janice Rohn, Chauncey Wilson, Nigel Bevan, Dennis Wixon, Clare-Marie Karat, Susan Dray, Charles Mauro, and many others
  • Includes actionable ideas for every phase of the software development process
  • Includes case studies from inside a variety of companies
  • Includes ideas from "the other side of the table," software executives who hold the purse strings, who offer thoughts on which proposals for usability support they've funded, and which ones they've declined

Table of contents

  1. Front cover
  2. Title page
  3. Copyright page
  4. Table of contents (1/4)
  5. Table of contents (2/4)
  6. Table of contents (3/4)
  7. Table of contents (4/4)
  8. Preface
    1. GREETINGS, AND BEST WISHES
    2. THE BOOK
    3. THE AUDIENCE
    4. ACKNOWLEDGEMENTS
  9. 1: Justifying Cost-Justifying Usability
    1. 1.1 INTRODUCTION
    2. 1.2 LESSONS FROM THE PAST: SEMINAL RESEARCH ON RETURN ON INVESTMENT IN HUMAN FACTORS IN THE 1980S AND 1990S
    3. 1.3 WWW.SOWHAT
      1. 1.3.1 Who Are All Those People?
      2. 1.3.2 If I Had a Hammer, I Wouldn’t Necessarily Be a Carpenter
      3. 1.3.3 The Tug of “Internet Time”
      4. 1.3.4 The Old “Get Something Out There” Approach Doesn’t Work Anymore
      5. 1.3.5 The Dangers of Amateur Usability Engineering
      6. 1.3.6 More Capabilities Means More Novice Users
      7. 1.3.7 The World Is More Complex, so It Is Harder to Know What All the Possibilities Are
    4. 1.4 ISN’T IT OBVIOUS?
    5. 1.5 NOT “IF” BUT “WHICH”
    6. 1.6 THE SOLUTION: APPROACH, TOOLS, AND COMMUNICATION
    7. REFERENCES
  10. 2: User Interface Design’s Return on Investment: Examples and Statistics
    1. 2.1 INTRODUCTION: WHAT DO WE MEAN BY THE RETURN ON INVESTMENT OF USABILITY?
    2. 2.2 HOW CAN WE “PROVE” THE RETURN ON INVESTMENT? SOME EXAMPLES AND STATISTICS
      1. 2.2.1 Overall Value of Implementing User Interface Practices
      2. 2.2.2 Development: Reduce Costs
      3. 2.2.3 Sales: Increase Revenue
      4. 2.2.4 Use: Improve Effectiveness
      5. 2.2.5 Other Return on Investment Factors
    3. 2.3 CONCLUSION
    4. ACKNOWLEDGMENTS
    5. REFERENCES
  11. 3: A Basic Framework
    1. 3.1 INTRODUCTION
    2. 3.2 THE USABILITY ENGINEERING LIFECYCLE
      1. 3.2.1 Phase One: Requirements Analysis
      2. 3.2.2 Phase Two: Design/Testing/Development
      3. 3.2.3 Phase Three: Installation
    3. 3.3 GENERAL APPROACH
    4. 3.4 SAMPLE COST-BENEFIT ANALYSES
      1. 3.4.1 An Application for Internal Users (1/5)
      2. 3.4.1 An Application for Internal Users (2/5)
      3. 3.4.1 An Application for Internal Users (3/5)
      4. 3.4.1 An Application for Internal Users (4/5)
      5. 3.4.1 An Application for Internal Users (5/5)
      6. 3.4.2 A Commercial Application by a Vendor Company (1/2)
      7. 3.4.2 A Commercial Application by a Vendor Company (2/2)
      8. 3.4.3 An E-Commerce Site (1/2)
      9. 3.4.3 An E-Commerce Site (2/2)
      10. 3.4.4 A Product Information Site
    5. 3.5 SUMMARY
    6. REFERENCES
  12. 4: A Business Case Approach to Usability Cost Justification for the Web
    1. 4.1 INTRODUCTION
    2. 4.2 WHY MEASURE THE COST BENEFIT OF HUMAN FACTORS?
    3. 4.3 USABILITY ENGINEERING IN WEB SITE AND APPLICATION LIFECYCLES
      1. 4.3.1 What Contributions Can Usability Engineering Demonstrate? (1/2)
      2. 4.3.1 What Contributions Can Usability Engineering Demonstrate? (2/2)
    4. 4.4 WHAT IS COST-BENEFIT ANALYSIS?
    5. 4.5 HOW DO COST-BENEFIT ANALYSES RELATE TO BUSINESS CASES?
    6. 4.6 ASSESSING COSTS AND BENEFITS OF USABILITY ENGINEERING
    7. 4.7 BENEFIT CALCULATIONS EXAMPLES
      1. 4.7.1 Increased Sales or Revenues Resulting from Increased Completion Rates on a Web site
      2. 4.7.2 Increased Sales and Revenue from Repeat Visits to a Web Site
      3. 4.7.3 Increased Sales or Revenues
      4. 4.7.4 Increased User Productivity
      5. 4.7.5 Decreased Personnel Costs
    8. 4.8 USABILITY ENGINEERING COSTS
    9. 4.9 COST AND COST-BENEFIT CALCULATION EXAMPLES
      1. 4.9.1 Usability Engineering Costs for Repeat Visits to a Web Site
    10. 4.10 USABILITY ENGINEERING COSTS FOR APPLICATION 2
    11. 4.11 SIMPLE COST-BENEFIT ANALYSIS TECHNIQUES
      1. 4.11.1 Payback Period
      2. 4.11.2 Payback Period Example
    12. 4.12 SOPHISTICATED SELECTION TECHNIQUES
      1. 4.12.1 Background
      2. 4.12.2 Present Value of a Future Cash Flow Example
      3. 4.12.3 Present Value of Cash Inflows Example
      4. 4.12.4 Net Present Value
      5. 4.12.5 Internal Rate of Return
      6. 4.12.6 Further Interest-Based Selection Issues
    13. 4.13 SUMMARY AND RECOMMENDATIONS
    14. 4.14 A LOOK AHEAD
    15. REFERENCES
  13. 5: Marketing Usability
    1. 5.1 INTRODUCTION
      1. 5.1.1 Some Notes on Terminology
      2. 5.1.2 Survey of Usability Practitioners
      3. 5.1.3 Marketing 101
    2. 5.2 THE MARKET
      1. 5.2.1 Internal Factors
      2. 5.2.2 External Factors
      3. 5.2.3 Identifying the Market
    3. 5.3 PRODUCT
    4. 5.4 PRICING
      1. 5.4.1 Pricing Models
    5. 5.5 PROMOTION
      1. 5.5.1 Promotional Tactics
      2. 5.5.2 The Internet
      3. 5.5.3 Internal Promotion
    6. 5.6 CONCLUSIONS
    7. ACKNOWLEDGMENTS
    8. REFERENCES
    9. APPENDIX: SURVEY QUOTES
      1. Do You Have Any Advice for Someone Interested in Marketing Usability Services?
      2. What Do You Think Are the Biggest Challenges with Respect to Marketing Usability Services?
      3. What Do You Think Are the Biggest Opportunities with Respect to Marketing Usability Services?
  14. 6: Valuing Usability for Startups
    1. 6.1 INTRODUCTION
    2. 6.2 NOTES ON DATA ABOUT STARTUPS
    3. 6.3 RESISTANCE TO USABILITY IN STARTUPS
    4. 6.4 DIFFERENT VALUES DURING THE INTERNET BUBBLE
    5. 6.5 TIME-TO-MARKET AND THE “FIRST-MOVER” ADVANTAGE
    6. 6.6 FOCUS ON VALUATION—WHAT’S A STARTUP WORTH?
    7. 6.7 SUCCESSFUL STARTUPS VALUE THE USER EXPERIENCE
    8. 6.8 WHAT USABILITY OFFERS STARTUPS
    9. 6.9 A TOOL FOR UNDERSTANDING AND EVALUATING STARTUPS
    10. 6.10 HOW DO STARTUPS DETERMINE VALUE?
    11. 6.11 HOW MUCH SHOULD STARTUPS INVEST IN USABILITY?
    12. REFERENCES
  15. 7: Cost-Justifying Usability in Vendor Companies
    1. 7.1 INTRODUCTION
    2. 7.2 UNDERSTANDING YOUR COMPANY
      1. 7.2.1 Customer-Focused Company
      2. 7.2.2 Product-Focused Company
      3. 7.2.3 Technology-Focused Company
      4. 7.2.4 Executive-Focused Company
      5. 7.2.5 Optimal Data-Driven Company
    3. 7.3 COST JUSTIFICATION IN VENDOR COMPANIES
    4. 7.4 COST JUSTIFICATION FOR WEB APPLICATIONS
    5. 7.5 COSTS
      1. 7.5.1 Initial Costs of Building Usability Laboratories
      2. 7.5.2 Sustaining Costs
    6. 7.6 BENEFITS
      1. 7.6.1 Benefits to the Vendor Company: Increased Revenues
      2. 7.6.2 Benefits to the Vendor Company and Customers: Decreased Costs
    7. 7.7 COST-BENEFIT EXAMPLE
    8. 7.8 STRATEGIES FOR MAXIMIZING EFFECTIVENESS
      1. 7.8.1 Understand and Align with Business Goals and Values
      2. 7.8.2 Perform Baseline and Ongoing Measurements
      3. 7.8.3 Practice Proactive Public Relations
    9. 7.9 SUMMARY
    10. REFERENCES
  16. 8: Categories of Return on Investment and Their Practical Implications
    1. 8.1 INTRODUCTION
    2. 8.2 CATEGORIES OF RETURN ON INVESTMENT
    3. 8.3 INTERNAL RETURN ON INVESTMENT
    4. 8.4 INTERNAL SOCIAL RETURN ON INVESTMENT
    5. 8.5 IMPROVING INTERNAL SOCIAL RETURN ON INVESTMENT
      1. 8.5.1 Making Connections
      2. 8.5.2 Communicating with Product Teams
      3. 8.5.3 Respecting the Rest of the Product Team
      4. 8.5.4 Understanding How Others Are Judged
      5. 8.5.5 Supporting Groups Outside Mainstream Product Development
      6. 8.5.6 Enlisting Quality Assurance Teams as Partners in User Interface Quality
    6. 8.6 REUSE AND INTERNAL RETURN ON INVESTMENT
      1. 8.6.1 Methods for Raising Awareness of Reuse
      2. 8.6.2 Within- and Between-Product Consistency Inspections
      3. 8.6.3 User Interface Patterns as a Tool to Promote Reuse
      4. 8.6.4 Group User Interface Inspections
      5. 8.6.5 Graphic User Interface Rolls for Workflow Assessment and Comparison
    7. 8.7 USER-CENTERED DESIGN INFRASTRUCTURE AND RETURN ON INVESTMENT
      1. 8.7.1 Templates and Common Documents
    8. 8.8 EXTERNAL RETURN ON INVESTMENT
    9. 8.9 HISTORICAL, PREDICTIVE, AND SIMULTANEOUS MEASURES
    10. 8.10 DIRECT AND INDIRECT MEASURES
    11. 8.11 MEASURING IMPROVED USER EXPERIENCE
      1. 8.11.1 First-Time Use
      2. 8.11.2 The Learning Experience
      3. 8.11.3 User Performance by Experienced Users
      4. 8.11.4 Need for Customer Support and Service
      5. 8.11.5 Customer Satisfaction and Attitudes
    12. 8.12 CHALLENGES TO MEASURING EXTERNAL RETURN ON INVESTMENT
      1. 8.12.1 User Experience Confounds Outside the User-Centered Design Team
      2. 8.12.2 Addressing Confounds with Controlled Testing
      3. 8.12.3 Confounds Unrelated to User Experience
    13. 8.13 RETURN ON INVESTMENT FROM COMMUNICATING IMPROVED USER EXPERIENCE
    14. 8.14 SUMMARY: WHY WE CATEGORIZE USABILITY RETURN ON INVESTMENT
    15. ACKNOWLEDGMENTS
    16. REFERENCES
  17. 9: Usability Science: Tactical and Strategic Cost Justifications in Large Corporate Applications
    1. 9.1 INTRODUCTION
    2. 9.2 BENCHMARKING AWARENESS AND ISSUES OF IMPLEMENTATION
    3. 9.3 A PROBLEM OF EXPERTISE
    4. 9.4 THE OBVIOUS COST-BENEFIT FACTORS
    5. 9.5 HOW USABILITY SCIENCE CAN BE UTILIZED IN A LARGE CORPORATE SETTING
      1. 9.5.1 Usability Science as a Tactical Asset
      2. 9.5.2 Usability Science as a Strategic Asset
    6. 9.6 THE ACTUAL DOWNSTREAM IMPACT
    7. 9.7 CURRENT TRENDS IN THE APPLICATION OF USABILITY SCIENCE
      1. 9.7.1 The Rate of Dispersion of Formal Usability Science into Large Corporate Projects
      2. 9.7.2 Summary of Usability Science and Innovation Diffusion
      3. 9.7.3 Factors That Slow or Completely Inhibit Diffusion of Usability Science in Large Corporate Settings
    8. 9.8 WHERE YOU WILL CURRENTLY NOT FIND USABILITY SCIENCE
    9. 9.9 MOVING TO THE USE OF USABILITY SCIENCE AS A STRATEGIC ASSET
    10. 9.10 CASE STUDIES: TACTICAL AND STRATEGIC
      1. 9.10.1 Liability Claims
      2. 9.10.2 Service and Maintenance Costs
      3. 9.10.3 Customer Complaints
      4. 9.10.4 Increased Complexity in New Products
      5. 9.10.5 Market Competition
    11. 9.11 SUMMARY
    12. REFERENCES
  18. 10: The Return on Investment in Usability of Web Applications
    1. 10.1 INTRODUCTION
    2. 10.2 RETURN ON INVESTMENT IN USABILITY OF WEB APPLICATIONS
    3. 10.3 LESSONS LEARNED FROM ANALYSIS OF RETURN ON INVESTMENT IN USABILITY ON THE WEB
    4. 10.4 THE ATTRIBUTES OF VALUE
    5. 10.5 CREATING VALUE
    6. 10.6 THE COST OF CHANGE
    7. 10.7 REDUCING THE RISK OF FAILURE
    8. 10.8 MEASURING VALUE
    9. 10.9 HOW TO SELL RETURN ON INVESTMENT IN USABILITY
    10. 10.10 SUMMARY AND FUTURE DIRECTIONS
    11. REFERENCES
    12. WEB SITES OF INTEREST
  19. 11: Making the Business Case for International User Centered Design
    1. 11.1 INTRODUCTION
      1. 11.1.1 Do We Know Our Users?
      2. 11.1.2 Our Focus in this Chapter
    2. 11.2 THINKING STRATEGICALLY ABOUT INTERNATIONAL UCD
      1. 11.2.1 Making Strategic versus Tactical Business Cases
      2. 11.2.2 The Strategic Importance of International Markets
      3. 11.2.3 Linking Strategic Risk Management and International Design
    3. 11.3 THE DREAM OF “SIMPLE” ANSWERS
      1. 11.3.1 Translation, Localization, and Internationalization
      2. 11.3.2 Cultural Design Guidelines
    4. 11.4 CUSTOM UCD RESEARCH
      1. 11.4.1 Identifying International User Factors and Contextual Variables Specifically Relevant to Your Domain
      2. 11.4.2 Developing Your Own List of Contextual Variables
    5. 11.5 UNDERSTANDING COSTS OF INTERNATIONAL RESEARCH
      1. 11.5.1 Bilingual Facilitation
      2. 11.5.2 Simultaneous Translation
      3. 11.5.3 Written Translation
      4. 11.5.4 Adapting the Recruiting and Scheduling Strategy
      5. 11.5.5 Air-Travel Expenses
      6. 11.5.6 Per Diem Expenses
      7. 11.5.7 Video and Computer Equipment
      8. 11.5.8 What Is the Bottom Line?
    6. 11.6 ARE THERE LESS EXPENSIVE WAYS TO COLLECT DATA?
      1. 11.6.1 International Discount Methods
      2. 11.6.2 Hiring Local Consultants
      3. 11.6.3 Remote Evaluation
    7. 11.7 MAXIMIZING THE VALUE OF INTERNATIONAL UCD RESEARCH
      1. 11.7.1 Target the Right Markets for Your Research
      2. 11.7.2 Do Background Research
      3. 11.7.3 Investigate Opportunities for Partnering
      4. 11.7.4 Do Ethnographic and Exploratory Visits First
      5. 11.7.5 Focus Stakeholders on Broader Benefits and Synergies
      6. 11.7.6 Develop In-Country Resources
      7. 11.7.7 Build Cumulative Learning
    8. SUMMARY
      1. Special Thanks to
    9. REFERENCES (1/2)
    10. REFERENCES (2/2)
  20. 12: Cost Justification of Usability Engineering for International Web Sites
    1. 12.1 INTRODUCTION
    2. 12.2 OVERVIEW OF UNIQUE ASPECTS OF USABILITY ENGINEERING FOR INTERNATIONAL USER INTERFACES
    3. 12.3 SAMPLE COST-BENEFIT ANALYSES OF USABILITY ENGINEERING ON INTERNATIONAL WEB DEVELOPMENT PROJECTS
      1. 12.3.1 A Cross-Cultural E-Commerce Web Site (1/4)
      2. 12.3.1 A Cross-Cultural E-Commerce Web Site (2/4)
      3. 12.3.1 A Cross-Cultural E-Commerce Web Site (3/4)
      4. 12.3.1 A Cross-Cultural E-Commerce Web Site (4/4)
      5. 12.3.2 A Cross-Cultural Product Information Web Site
    4. SUMMARY AND CONCLUSIONS
    5. REFERENCES
  21. 13: Return on Goodwill: Return on Investment for Accessibility
    1. 13.1 INTRODUCTION
    2. 13.2 WHAT DOES IT MEAN TO MAKE A WEB SITE ACCESSIBLE?
      1. 13.2.1 Visual Impairments
      2. 13.2.2 Movement Impairments
      3. 13.2.3 The Role of Guidelines and Browser Compatibility
    3. 13.3 THE BENEFITS OF ACCESSIBILITY
      1. 13.3.1 Enablement
      2. 13.3.2 Accessibility Helps Everyone
      3. 13.3.3 Public Good and Corporate Citizenship
      4. 13.3.4 Social Justice
      5. 13.3.5 Market Size
      6. 13.3.6 Niche Markets
      7. 13.3.7 Positive Market Perceptions
      8. 13.3.8 Legal Requirements
      9. 13.3.9 Cost Savings in Service Provision
      10. 13.3.10 Cost Savings in Software Development and Maintenance
      11. 13.3.11 When Is There No Benefit to Designing for Accessibility?
    4. 13.4 AUDIENCE DIVERSITY AND MARKET SIZE
      1. 13.4.1 Estimating Benefits
      2. 13.4.2 Demographic Data on Individual Differences
      3. 13.4.3 Uncertainties in Estimation
    5. 13.5 THE COSTS OF ACCESSIBLE DESIGN
      1. 13.5.1 Retroactive Process to Make Your Site More Accessible
      2. 13.5.2 Estimating Costs (1/2)
      3. 13.5.2 Estimating Costs (2/2)
    6. 13.6 ACKNOWLEDGEMENTS
    7. REFERENCES
  22. 14: Ethnography for Software Development
    1. 14.1 A BRIEF DESCRIPTION OF ETHNOGRAPHY
    2. 14.2 DISTINCTION BETWEEN SITE VISITS AND ETHNOGRAPHY
    3. 14.3 ETHNOGRAPHY AT DIFFERENT TIMES IN THE PRODUCT DEVELOPMENT CYCLE
      1. 14.3.1 Early in the Development Cycle: Near-Term Product Planning and Future Planning
      2. 14.3.2 Middle of the Product Development Cycle: Feature-Specific and Product-Specific Questions
      3. 14.3.3 Final Phases of the Product Development Cycle
      4. 14.3.4 Both Marketing and Public Relations Are also Interested in Field Research
    4. 14.4 SOME BEST PRACTICES FOR FIELD RESEARCH
      1. 14.4.1 Protocols for Visits
    5. 14.5 CASE STUDY 1: WINDOWS XP PROJECT: GUIDELINES FOR A SUCCESSFUL ETHNOGRAPHY—ANNE KIRAH
      1. 14.5.1 Phase 0: The Planning Phase
      2. 14.5.2 Phase 1: Recruitment of Participants
      3. 14.5.3 Phase 2: Exploratory Studies
      4. 14.5.4 Phase 3: Participatory Design Sessions
      5. 14.5.5 Phase 4: Feature Specific Site Visits and Usability in the Field
      6. 14.5.6 Phase 5: Beta Testing in the Field
    6. 14.6 CASE STUDY 2: TABLET PC BETA TESTING IN THE FIELD—EVAN FELDMAN
      1. 14.6.1 Field Trial 1
      2. 14.6.2 Field Trial 2
      3. 14.6.3 Field Trial 3
      4. 14.6.4 Field Trial 4
    7. 14.7 CASE STUDY 3: MSN:FORMING THE PILLARS FOR A RELEASE OF OUR INTERNET SERVICES THROUGH EXPLORATORY RESEARCH—ANNE KIRAH
      1. 14.7.1 Communication
      2. 14.7.2 Safety and Security
      3. 14.7.3 Managing Lives
      4. 14.7.4 Personalization
      5. 14.7.5 Development of Main Pillars
    8. SUMMARY
    9. REFERENCES
  23. 15: Out of the Box: Approaches to Good Initial Interface Designs
    1. 15.1 GETTING IT RIGHT OUT OF THE BOX
    2. 15.2 CREATIVE DESIGN
      1. 15.2.1 Preparation and Information
      2. 15.2.2 Working Within the Rules
      3. 15.2.3 Creativity as a Skill
    3. 15.3 DESIGN BY ANALOGY
    4. 15.4 RATIONAL DESIGN
    5. 15.5 DESIGN BASED ON KNOWLEDGE OF PERCEPTUAL AND COGNITIVE PRINCIPLES
    6. 15.6 CONCLUSION
    7. ACKNOWLEDGEMENTS
    8. REFERENCES
  24. 16: Keystroke Level Modeling as a Cost Justification Tool
    1. 16.1 INTRODUCTION
    2. 16.2 CASE STUDY
      1. Color Insert (1/4)
      2. Color Insert (2/4)
      3. Color Insert (3/4)
      4. Color Insert (4/4)
      5. 16.2.1 Model Tasks (1/2)
      6. 16.2.1 Model Tasks (2/2)
      7. 16.2.2 Run Existing Applications Productivity Test and Use Results to Refine Modeling Technique
      8. 16.2.3 Compare Modeling Results to Goals
      9. 16.2.4 Address Unmet Goals
      10. 16.2.5 Run Proposed Application Productivity Test
    3. 16.3 CONCLUSIONS
    4. REFERENCES
  25. 17: The Rapid Iterative Test and Evaluation Method: Better Products in Less Time
    1. 17.1 INTRODUCTION
    2. 17.2 DEFINITION FOR RITE
    3. 17.3 BUSINESS CASE FOR RITE
      1. 17.3.1 RITE Method Results in More Issues Fixed
      2. 17.3.2 RITE Method Results in More Issues Found
      3. 17.3.3 RITE Method Results in Better Team Dynamics
      4. 17.3.4 RITE Method Degrades Gracefully
      5. 17.3.5 The Pitfalls of Using the RITE Method
    4. 17.4 USING RITE EFFECTIVELY
    5. 17.5 CASE STUDIES
      1. 17.5.1 Case Study 1: Microsoft Age of Empires II Tutorial
      2. 17.5.2 Case Study 2: Oracle Interactive Voice Response E-Mail
      3. 17.5.3 Case Study 3: Microsoft Digital Image Library
    6. 17.6 CONCLUSIONS
    7. REFERENCES
  26. 18: Summative Usability Testing: Measurement and Sample Size
    1. 18.1 INTRODUCTION
    2. 18.2 TYPES OF USABILITY TESTS
    3. 18.3 SUMMATIVE TESTING: METRICS
      1. 18.3.1 Effectiveness, Dimensionless, and Embodied Metrics
      2. 18.3.2 Efficiency and the Underlying Form of Data
      3. 18.3.3 Satisfaction and the Reliability of Metrics
      4. 18.3.4 Measuring Usability: In Summary
    4. 18.4 STATISTICAL ISSUES
      1. 18.4.1 The Statistical Argument, Hypotheses, Rejection, and Power
      2. 18.4.2 Different Kinds of Hypotheses
      3. 18.4.3 Do We Need Hypotheses?
      4. 18.4.4 How Do We Compute Sample Size and Effect Size?
      5. 18.4.5 When Do We Compute Sample Size and Effect Size?
      6. 18.4.6 Statistics and Reality
    5. 18.5 CONCLUSIONS
    6. REFERENCES
  27. 19: Cost-Justifying Online Surveys
    1. NOTE TO READER
    2. 19.1 ONLINE SURVEYS AND THEIR VALUE
      1. 19.1.1 Cost and Return on Investment
      2. 19.1.2 A Case Study for Online Usability Research: Staples Inc.
    3. 19.2 MECHANICS OF ONLINE SURVEYS
      1. 19.2.1 Study Design
      2. 19.2.2 Recruiting
      3. 19.2.3 Study Administration
      4. 19.2.4 Analysis
    4. 19.3 MIXING ONLINE WITH OTHER METHODS
    5. 19.4 SURVEY VENDORS
      1. 19.4.1 Requests for Proposals
      2. 19.4.2 References
      3. 19.4.3 Do It Yourself: Survey Creation Tools
    6. 19.5 CONCLUSIONS
    7. ACKNOWLEDGMENTS
    8. REFERENCES
  28. 20: Cost-Benefit Framework and Case Studies
    1. 20.1 POTENTIAL BENEFITS OF USABILITY
    2. 20.2 ESTIMATING COSTS
      1. 20.2.1 User-Centered Design Methods
      2. 20.2.2 Costs of User-Centered Design
    3. 20.3 MAKING THE COST-BENEFIT CASE
    4. 20.4 CASE STUDIES
      1. 20.4.1 Israel Aircraft Industries (1/2)
      2. 20.4.1 Israel Aircraft Industries (2/2)
      3. 20.4.2 Inland Revenue/EDS
      4. 20.4.3 Comparison
      5. 20.4.4 Taking up the Methods
    5. ACKNOWLEDGEMENTS
    6. REFERENCES
  29. 21: At Sprint, Understanding the Language of Business Gives Usability a Positive Net Present Value
    1. 21.1 INTRODUCTION
      1. 21.1.1 It Is Time for a Mindset Upgrade
    2. 21.2 ADOPTING THE BUSINESS DECISION-MAKING MINDSET
      1. 21.2.1 The User Is Not You
      2. 21.2.2 The Business Decision-Making Mindset
      3. 21.2.3 Ignored and Undervalued?
    3. 21.3 LINKING FINANCIAL RESULTS TO USABILITY
      1. 21.3.1 The Price of Admission
      2. 21.3.2 Creating a Valid Assessment
      3. 21.3.3 Sprint’s Program-Oriented Approach
      4. 21.3.4 Identifying the Link Between Usability Data and Financial Results
    4. 21.4 CONCLUSION
      1. 21.4.1 Brave New World
      2. 21.4.2 You Are Aligned
    5. REFERENCES
  30. 22: Cost-Justifying Usability: The View from the Other Side of the Table
    1. 22.1 INTRODUCTION
    2. 22.2 THE EXECUTIVES
      1. 22.2.1 Joyce Durst, Infraworks Corporation
      2. 22.2.2 Sara Garrison, Inovant
      3. 22.2.3 Bill Mitchell, Microsoft
      4. 22.2.4 Kim Rachmeler, Amazon.com
      5. 22.2.5 A Quick Thanks
    3. 22.3 QUESTION #1: WHAT ARGUMENTS TO PAY FOR USABILITY SUPPORT HAVE YOU SAID “YES” TO?
    4. 22.4 QUESTION #2: WHICH ARGUMENTS HAVE YOU SAID “NO” TO?
    5. 22.5 QUESTION #3: WHAT WOULD YOU LIKE TO HEAR FROM YOUR WOULD-BE USABILITY SUPPORT (THE IN-HOUSE TEAM OR A CONSULTANT), TO HELP YOU MAKE YOUR DECISION TO “BUY” OR NOT?
    6. 22.6 THREE FINAL CONSIDERATIONS
      1. 22.6.1 Starting Up
      2. 22.6.2 The Attribution Problem
      3. 22.6.3 The “Compleat Angler” (for Usability Funding)
    7. 22.7 AND SO . . .
  31. Index (1/6)
  32. Index (2/6)
  33. Index (3/6)
  34. Index (4/6)
  35. Index (5/6)
  36. Index (6/6)
  37. About the Authors (1/2)
  38. About the Authors (2/2)

Product information

  • Title: Cost-Justifying Usability, 2nd Edition
  • Author(s): Randolph G. Bias, Deborah J. Mayhew
  • Release date: May 2005
  • Publisher(s): Morgan Kaufmann
  • ISBN: 9780080455457