Sep 5 - Axtell, USABILITY ANALYSIS OF THE USDA-ARS OGALLALA INITIATIVE WEB SITE

USABILITY ANALYSIS OF THE USDA-ARS OGALLALA INITIATIVE WEB SITE.
SHELBY L. AXTELL, B.S.
A THESIS IN AGRICULTURAL EDUCATION
Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of MASTER OF SCIENCE. May, 2006

ABSTRACT
This study tested the usability of the USDA-ARS Ogallala Initiative Web site to determine the external user preferences. Although testing Web sites for usability is still in the developmental stages, Nielsen (2000) says “usability rules the Web” (p. 9).
A stratified purposeful sample (n = 49) of county extension agents, agricultural producers, communication professionals, and the general public was tested. A stratified purposeful sample was taken, because Nielsen (2000) and Krug (2000) state how important it is to test the target audience of a site.
A usability survey instrument was developed for agricultural and natural resources Web sites by the researcher, based on standards set by Web site usability experts, Nielsen and Krug. The instrument included demographics, as well as 4-point Likert questions pertaining to these categories: general appearance, navigation, efficiency, and content of the site.
More than 85% of the participants reported they were satisfied with the USDAARS Ogallala Initiative Web site. However, they did indicate a need for contact information and more content. There were no differences among audience responses. Each audience category indicated their needs were being met.
The survey instrument yielded a Cronbach’s Alpha of 0.923. The researchers recommend adding the following variables to the survey instrument: age of participants, years in profession, and if participants have Internet in their home or business.
The researchers suggest revising and adding content based on reported results for the Ogallala Initiative Web site. Then the site needs to be retested several times over. Future tests should be conducted with live audiences, allowing researchers to observe participants in a natural navigation setting.


Introduction

The Ogallala Initiative Web site will serve as the database for information pertaining to several audiences affected by the aquifer. ...Since several audiences reference the Initiative Web site, it is important the Web site meet their needs, since “usability rules the Web,” (Nielsen, 2000, p. 9). A site must be usable for Web goers to return.
Nielsen (2000) believes if Web goers cannot maneuver through a Web site quickly, they will leave the site in less than a minute. Design of a Web site is key for people to find information quickly. Nielsen (2000) suggests when selecting design, do not ask which design you like best, but ask which design allows users to obtain information the quickest.

Web site design ideas should be obtained from what the users like, find easy, and where they stumble (Nielsen, 2000). Some tips Nielsen (2000) recommends:
􀂃 Structure the site to mirror the users’ task and their view of the space.
􀂃 Always make page designs for an “optimal user experience,” that are under realistic circumstances.
􀂃 Shorten your writing, so users can quickly scan the text to obtain information.
􀂃 Include proper links to other valuable Web sites.

The Initiative Web site contains valuable information which agricultural producers, communication professionals, and the general public access. This Web site needs repeat users, thus making it important that usability meets the audiences’ needs.

Purpose and Objectives

The purpose of this study was to determine the external user preferences of the USDA-ARS Ogallala Initiative Web site and to develop a baseline Web site usability instrument for future agricultural and natural resources Web sites. The following were objectives for this study:
1) Evaluate the overall usability of the Ogallala Initiative Web site by the identified consumers.
2) Determine if there was a difference in overall usability satisfaction among identified consumers of the Ogallala Initiative Web site.
3) Develop a usability survey instrument for agricultural and natural resources Web sites.

Defintion of Terms

Usability – “that can be used, or fit for use; convenient to use” (Editors of the American
Heritage® Dictionaries, 2000); “the degree to which something, i.e. software, hardware or anything else, is easy to use and a good fit for the people who use it; a quality or characteristic of a product; it is whether a product is efficient, effective, and satisfying for those who use it” (Usability Professionals’ Association, 2005).
User preferences – What the people, who use the Initiative Web site, want to see on the Web site, or how they prefer it to be set up, i.e. is the Web site user friendly or not.

Utility – “quality or condition of being useful; usefulness,” (Editors of the American Heritage® Dictionaries, 2000).

LITERATURE REVIEW
Introduction

Jakob Nielsen is quoted many times throughout this literature review, because he is considered an expert on Web site usability. He has been called “the reigning guru of Web usability,” by Fortune magazine, and “perhaps the best-known design and usability guru on the Internet,” by Financial Times, (“Nielsen: It’s Time for Redesign,” 2004, p. 1).

Usability

According to Nielsen (2000), “usability rules the Web,” (p. 9).

Usability is defined in the dictionary as something “that can be used, or fit for use; convenient to use” (Editors of the American Heritage® Dictionaries, 2000, p. 1).

Usability Professionals’ Association (2005) define usability as “the degree to which something, i.e. software, hardware or anything else, is easy to use and a good fit for the people who use it; a quality or characteristic of a product; it is whether a product is efficient, effective, and satisfying for those who use it” (p. 1).

Krug (2000) points out there is no such thing as an ‘average user.’ Each person viewing a Web site is going to like or dislike something different from each other; it basically comes down to a matter of personal preference (Krug, 2000). However, usability is taken into account with what the majority of users likes and dislikes (Krug, 2000).

Users should be able to leave a site satisfied that they were able to obtain the information they were searching. According to Krug (2000), a Web site is usable if it doesn’t make you think. Krug (2000) says when he evaluates Web sites, if he has to think, then the site is not easy to use. To Krug (2000) a Web page should be “selfevident, obvious, and self-explanatory” (p. 11). For example, a user should not spend even a millisecond of thought wondering if something on a site is clickable (Krug, 2000).

General Appearance
......

Navigation
......

Efficiency

The dictionary defines efficiency as “the quality or degree of being efficient” (Woolf et al., 1973, p. 362). A Web site must be efficient by serving its purpose to the user, in order for them to return.

Studies have shown that users only stay focused on dialogue for approximately 10 seconds; this stays true for Web sites uploading (Nielsen, 2000). If a Web site is taking time to upload, more in likely a user will leave the site. Design should be kept at a minimum to increase upload speeds, which also will enable a wider range of computers to upload the site.

For example, if a Web site contains several graphics and photographs, a dial-up modem probably could not handle all those graphics, which could result in losing users (Nielsen, 2000). Web sites need to be designed with all Internet connection speeds in mind (Nielsen, 2000).
Experts realize there is a need for larger files, but suggest putting them as optional downloads. Nielsen (2000) suggests having the file size next to its download link and if users have analog modems they need to be aware if the file is larger than 50 kilobytes. He also says if images must be used on Web pages; try to use the same one, thus keeping download times shorter (Nielsen, 2000).

Content

According to Nielsen (2000) when writing for the Web, the following should be kept in mind:
􀂃 Convert 50% or less of a print article to a Web publication; do not put the entire article on the Web, because viewers will not want to read it all.
􀂃 Write short paragraphs, subheadings, and use bulleted lists; Web reading takes approximately 25% longer than print reading.
􀂃 Web articles should have two or more levels of headlines for easier reading.
􀂃 Hypertext should be used to split up multiple pages; most users will not scroll down (Nielsen, 2000).
􀂃 Conclusions should be listed first, (inverted pyramid, arranging information in the order from the most important to the least important (Brooks, Kennedy, Moen, & Ranly, 2005).

􀂃 Use spell check (Nielsen, 2000).
􀂃 Text should be left justified.
􀂃 Most Web users will want to print out information so have printable versions of information available.
􀂃 Use contrasting colors, such as a black background with white text or visa versa (Nielsen, 2000).
􀂃 Contact information should be available on the Web site. For some users, if they can contact an actual person, it is a comfort to them and can make a Web site more reliable (Parlinska & Parlinski, 2003).

Summary

Web site usability testing can be tested through the following categories: general appearance, navigation, efficiency, and content. A Web site is usable if it doesn’t make users think while they are retrieving their information (Krug, 2000).

The main purpose users go to a Web site is for the content it contains, however the site must be aesthetically pleasing as well as easy to navigate in order to keep return users. In addition, the site must quickly upload in the browser as well as download content, graphics, and photos quickly, or users will leave the site.

Testing

“Usability is a reality check,” (Nielsen, 2005, p. 2). A Web site usability test, according to Nielsen (2005), simply determines what humans can or can’t work on a site.

Through a usability test, conclusions and recommendations can be formed for changes and alternations to a Web site (Nielsen, 2005). Like Nielsen, Krug (2000) too states that in order to have a great site, it must be tested. Krug says the only way to really determine if it works is to test it (2000). “Testing reminds you that not everyone thinks the way you do, knows what you know, or uses the Web the way you do,” (Krug, 2000).

Usability tests should be done throughout the Web design process (Krug, 2000). A site should always be retested; test a site, then make suggested changes and retest. A usability test does not tell you if layout a is better than layout b, it simply provides you with more information to make a judgment call (Krug, 2000).
Usability testing should be done early in the developing of the Web site; it is easier to makes changes to the site before a lot of people are using it; because some people will resist change (Krug, 2000).
When testing usability Krug (2000) suggests staying focused on the big problems. After you test a site, fix the big problems first, then retest and begin fixing the little ones (Krug, 2000).
Nielsen (1997, 2001, 2005) reiterates throughout his articles and books that it is best to test usability in the early stages of the development of Web sites. It is easier to make changes as the site is being created, but after it has been launched, it becomes more of a challenge to fix problems.

My Comments: I did literature review on this theses for my Master's Project Dissertation. This is a good reference. Will read this theses again in future.

References that I may want to read further in future:

Krug, S. (2000). Don’t make me think. Indianapolis, Indiana: New Riders Publishing.
Nielsen, J. (2000). Designing Web usability. Indianapolis, Indiana: New Riders Publishing.
Nielsen, J. (2000). Why you only need to test with 5 users. Alertbox. Retrieved February 24, 2006, from http://www.useit.com/alertbox/20000319.html .
Nielsen, J., Coyne, K. P., & Tahir, M. (2001). Make it usable. Retrieved February 24, 2006, from http://www.pcmag.com/print-article2/0,1217,a=2556,00.asp .
Nielsen: It’s time for a redesign (2004). eWEEK, July 2004. Retrieved November 4, 2005, from
http://www.findarticles.com/p/articles/mi_zdewk/is_200407/ai_ziff130818/ .
Spool, J. M., Scanlon, T., Snyder, C., Schroeder, W., & DeAngelo, T. (1999). Web site usability: A designer’s guide. San Francisco, California: Morgan Kaufmann Publishers, Inc.
Usability Professionals’ Association (2005). Resources: About usability. Retrieved October 17, 2005, from http://www.upassoc.org/usability_resources/about_usability/ .