許多人將用戶體驗(yàn)視為網(wǎng)站成功的總體指標(biāo)。分析網(wǎng)站如何有效地提供正面的用戶體驗(yàn)通常會(huì)變成主觀的事情，到處都是主觀的意見，缺乏客觀性。

本文概述了一種量化用戶體驗(yàn)的快捷方法，我發(fā)現(xiàn)該方法非常有用，可以為客戶提供快速，客觀，直觀的網(wǎng)站展示其相對(duì)于競(jìng)爭(zhēng)對(duì)手或過去的位置發(fā)展努力。

1 什么是用戶體驗(yàn)？

術(shù)語“用戶體驗(yàn)”是指將最終用戶置于設(shè)計(jì)和開發(fā)工作重點(diǎn)的概念，而不是僅針對(duì)系統(tǒng)，其應(yīng)用程序或其美學(xué)價(jià)值。它基于以用戶為中心的設(shè)計(jì)的一般概念。

用戶體驗(yàn)主要由四個(gè)因素組成：

• 品牌
• 可用性
• 功能性
• 內(nèi)容

獨(dú)立地，這些因素都不能帶來積極的用戶體驗(yàn)。但是，這些因素加在一起構(gòu)成網(wǎng)站成功的主要因素。

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例如，一個(gè)設(shè)計(jì)精巧的站點(diǎn)通常會(huì)出現(xiàn)服務(wù)器錯(cuò)誤或超時(shí)?；蛳胂笠粋€(gè)出色的，數(shù)據(jù)庫驅(qū)動(dòng)的應(yīng)用程序，由于某種原因或其他原因而從未使用過，因?yàn)樗簧钌畹芈癫卦谡军c(diǎn)信息體系結(jié)構(gòu)的內(nèi)部。在這兩種情況下，我們都發(fā)現(xiàn)品牌，可用性，功能和內(nèi)容結(jié)構(gòu)的獨(dú)立元素不一定表示網(wǎng)站的成功。但是，將這些核心元素放在一起，可以為用戶體驗(yàn)提供基礎(chǔ)。

2 需要客觀分析工具

假設(shè)您獲得了新的領(lǐng)先者-他們對(duì)網(wǎng)站的當(dāng)前形式感到不滿意，并希望您幫助您將網(wǎng)站導(dǎo)向正確的方向。如果您像我，那么您要做的第一件事就是看一下網(wǎng)站并做些粗略的心理記錄。然后，您如何將這些想法和注釋傳達(dá)給客戶，而又不僅僅將當(dāng)前站點(diǎn)拆散？

問題在于，我們對(duì)網(wǎng)站的“好”或“壞”的每一種看法都因我們個(gè)人的背景和行業(yè)內(nèi)的專業(yè)而歪曲。被要求評(píng)估網(wǎng)站的利益和約束時(shí)，開發(fā)人員，可用性專業(yè)人員，設(shè)計(jì)師或信息架構(gòu)師可能會(huì)提出完全不同的批評(píng)。

客觀的測(cè)量和分析工具可幫助您為客戶提供基于事實(shí)的建議，而不僅僅是猜測(cè)和意見。我們將在本文中探討的方法將幫助您：

• 盡可能從等式中刪除您的個(gè)人偏好（主觀性）。
• 使具有不同背景的人員（設(shè)計(jì)人員，開發(fā)人員，客戶）可以共享對(duì)該站點(diǎn)的- 共識(shí)。
• 創(chuàng)建基本規(guī)則以將站點(diǎn)與競(jìng)爭(zhēng)對(duì)手的站點(diǎn)進(jìn)行比較，或進(jìn)行過去的開發(fā)工作。
• 為客戶提供基于事實(shí)的可視化表示，以了解其網(wǎng)站的優(yōu)勢(shì)和局限性。

3 衡量用戶體驗(yàn)

如上所述，用戶體驗(yàn)由四個(gè)相互依賴的元素組成：

• 品牌化
• 易用性
• 功能性
• 內(nèi)容
  但是，我們?nèi)绾瘟炕秃饬窟@些看似無形的元素呢？

方法很簡(jiǎn)單。我們將分析分為四個(gè)部分-分別針對(duì)用戶體驗(yàn)的四個(gè)要素。對(duì)于這些元素中的每一個(gè)，我們都會(huì)創(chuàng)建一系列陳述或參數(shù)，以根據(jù)這些陳述或參數(shù)來衡量所涉及的網(wǎng)站。為每個(gè)語句創(chuàng)建從1到X的分值范圍；我們給每個(gè)陳述在這個(gè)范圍內(nèi)的分?jǐn)?shù)。

完成分析的第一部分后，您應(yīng)該在四個(gè)部分的每個(gè)部分都有一個(gè)得分。

image.png

在本文所附的樣本分析中，我們僅對(duì)每個(gè)元素使用了五個(gè)語句或參數(shù)。因此，我們使用20分制進(jìn)行評(píng)分，以便該站點(diǎn)的總分最高為100。因此，如果我們向每個(gè)元素添加額外的五個(gè)語句或參數(shù)，則將以10分制進(jìn)行評(píng)分。

在下面，對(duì)樣本分析中使用的每個(gè)元素以及語句或參數(shù)進(jìn)行簡(jiǎn)要說明。

品牌推廣

品牌包括網(wǎng)站中所有與美學(xué)和設(shè)計(jì)相關(guān)的項(xiàng)目。它需要網(wǎng)站對(duì)所需組織形象和消息的創(chuàng)造性投射。用于衡量品牌的聲明可以包括：

• 該網(wǎng)站為訪問者提供了引人入勝和難忘的體驗(yàn)。
• 網(wǎng)站的視覺效果與品牌形象一致。
• 圖形，抵押品和多媒體為體驗(yàn)增添了價(jià)值。
• 該網(wǎng)站兌現(xiàn)了品牌的承諾。
• 該網(wǎng)站利用媒體的功能來增強(qiáng)或擴(kuò)展品牌。

功能性

功能包括所有技術(shù)和“幕后”流程和應(yīng)用程序。它要求站點(diǎn)向所有最終用戶提供交互式服務(wù)，并且需要注意的是，這有時(shí)既意味著公眾，也意味著管理員。用于衡量網(wǎng)站功能的陳述可以包括：

• 用戶會(huì)及時(shí)收到對(duì)其查詢或提交的答復(fù)。
• 清楚地傳達(dá)了任務(wù)進(jìn)度（例如，成功頁面或電子郵件更新）。
• 本網(wǎng)站和應(yīng)用程序遵守通用的安全和隱私標(biāo)準(zhǔn)。
• 在線功能與離線業(yè)務(wù)流程集成在一起。
• 該站點(diǎn)包含可提高管理員效率的管理工具。

易用性

可用性要求所有站點(diǎn)組件和功能都易于使用?？捎眯詸M幅下方的子主題可以包括導(dǎo)航和可訪問性。用于衡量可用性的聲明可能包括：

• 該站點(diǎn)可防止錯(cuò)誤并幫助用戶從錯(cuò)誤中恢復(fù)。
• 總體頁面權(quán)重針對(duì)主要目標(biāo)受眾進(jìn)行了優(yōu)化。
• 該網(wǎng)站可幫助其訪客實(shí)現(xiàn)共同的目標(biāo)和任務(wù)。
• 該網(wǎng)站遵守其自身的一致性和標(biāo)準(zhǔn)。
• 該網(wǎng)站為殘疾用戶提供內(nèi)容。

內(nèi)容

內(nèi)容是指網(wǎng)站的實(shí)際內(nèi)容（文本，多媒體，圖像）及其結(jié)構(gòu)或信息體系結(jié)構(gòu)。我們希望了解如何根據(jù)定義的用戶需求和客戶業(yè)務(wù)需求來組織信息和內(nèi)容。用于衡量?jī)?nèi)容的陳述可以包括：

• 鏈接密度可提供清晰明了的導(dǎo)航。
• 內(nèi)容的結(jié)構(gòu)有助于實(shí)現(xiàn)用戶目標(biāo)。
• 內(nèi)容是最新且準(zhǔn)確的。
• 內(nèi)容適合客戶需求和業(yè)務(wù)目標(biāo)。
• 多種語言的內(nèi)容是全面的。

在大多數(shù)情況下，我對(duì)這四個(gè)元素分別使用10-20個(gè)單獨(dú)的語句。我建議您使用以上陳述作為創(chuàng)建自己的分析的基礎(chǔ)。請(qǐng)記住，如果添加更多語句，則還必須細(xì)化20分制，使每個(gè)元素的總分為100。例如，如果對(duì)每個(gè)元素使用10條語句，則您的等級(jí)為1-10。如果對(duì)每個(gè)元素使用20條語句，則比例為1-5。

顯示結(jié)果

完成分析并為每個(gè)語句或參數(shù)提供值之后，就該將該數(shù)據(jù)轉(zhuǎn)換為清晰，可交流的格式了。

image.png

我們要做的第一件事是將每個(gè)元素的所有值相加。因?yàn)槲覀円呀?jīng)設(shè)置了點(diǎn)數(shù)刻度，每個(gè)元素的最高分?jǐn)?shù)為100，所以我們真正擁有的是百分比分?jǐn)?shù)。一旦有了這些百分比值，我發(fā)現(xiàn)最有效的方法是創(chuàng)建一個(gè)蜘蛛圖來直觀地表示它們。Microsoft的Excel或Open Office Calc在這里都可以很好地工作，盡管任何具有圖形功能的電子表格程序都可以。

使用電子表格程序，您可以生成數(shù)據(jù)的大量可視表示。有關(guān)更多示例，請(qǐng)參見上面下載的樣本文件。

image.png

通過分析發(fā)揮創(chuàng)意

本文介紹的分析和方法的優(yōu)點(diǎn)在于，它們可以滿足您特定的客戶或項(xiàng)目需求。

沒有理由不能在分析中添加第五類來描述可訪問性或業(yè)務(wù)指標(biāo)。例如，假設(shè)您有一個(gè)政府客戶，需要遵守508節(jié)規(guī)定（適用于美國(guó)）。您可以輕松創(chuàng)建一組專門處理可訪問性元素的語句或參數(shù)，從而修改圖表以進(jìn)行相應(yīng)顯示。同樣，創(chuàng)建一個(gè)專門處理客戶重要業(yè)務(wù)指標(biāo)的類別非常容易，例如，ROI，點(diǎn)擊率，轉(zhuǎn)化次數(shù)或回頭客。

另外，這種分析平臺(tái)可以使您為所選的特定元素添加更大的權(quán)重。假設(shè)您有一位奢侈品制造商的客戶，并且非常關(guān)注品牌和外觀。沒有理由不能創(chuàng)建修改后的衡量系統(tǒng)，使品牌要素的權(quán)重更大，而可用性要素的權(quán)重卻降低。

實(shí)際用途

我已將此分析合并到我工作過的許多不同項(xiàng)目中。通常，我會(huì)在新客戶提案的附錄中加入“快速而骯臟”的分析，以向潛在客戶提供其網(wǎng)站相對(duì)于競(jìng)爭(zhēng)對(duì)手的位置的快照視圖。

提供此類評(píng)論還會(huì)給您一個(gè)很好的機(jī)會(huì)來展示您的專業(yè)素養(yǎng)?？赡芷渌稑?biāo)RFP的公司將不包括此類“免費(fèi)”咨詢服務(wù)-您在建議中包含此報(bào)告可能是對(duì)您有利的決定性因素。

在其他情況下，我要求客戶付費(fèi)對(duì)其網(wǎng)站進(jìn)行深入分析并提供建議。對(duì)于每種陳述或參數(shù)，此類報(bào)告均包含幾個(gè)描述性段落，并附有示例或屏幕截圖。如果最終聘用我來遵循我的建議，我通常會(huì)在網(wǎng)站啟動(dòng)六個(gè)月后再安排一次評(píng)估，以顯示改進(jìn)，同時(shí)增強(qiáng)我的服務(wù)的價(jià)值。

這種類型的分析還可以用作導(dǎo)致進(jìn)一步業(yè)務(wù)的網(wǎng)關(guān)項(xiàng)目。如果您對(duì)分析定價(jià)合理，它可能是您入門并向新客戶展示服務(wù)優(yōu)勢(shì)的絕佳工具。

英文原文

How To Quantify The User Experience

Robert Rubinoff April 21, 2004

Many look to the user experience as an overall indicator of Website success. Analyzing how effectively a Website provides for a net positive user experience can often turn into a subjective affair, rife with opinion and short on objectivity.

This article outlines a quick-and-dirty methodology for quantifying the user experience, which I’ve found to be very useful in providing clients with a quick, objective, visual representation of where their site stands vis-? -vis the competition or past development efforts.

What is the User Experience?

The term "user experience" refers to a concept that places the end-user at the focal point of design and development efforts, as opposed to the system, its applications or its aesthetic value alone. It’s based on the general concept of user-centered design.

The user experience is primarily made up of a four factors:

• branding
• usability
• functionality
• content

Independently, none of these factors makes for a positive user experience; however, taken together, these factors constitute the main ingredients for a website’s success.

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Take, for example, a brilliantly designed site that routinely gives server errors, or times-out. Or imagine a fantastic, database-driven application that, for some reason or other, is never used because it’s buried deep within the bowels of the site’s information architecture. In both cases, we see that the independent elements of branding, usability, functionality and content structure aren’t necessarily indicative of a site’s success. Yet, when taken together, these core elements provide the basis for the user experience.

The Need for an Objective Analysis Tool

Say you’ve got a new lead — they’re unhappy with their Website in its current form and want you to help steer the site in the right direction. If you’re like me, the first thing you’ll do is take a look at the site and make some cursory mental notes. How then do you convey these ideas and notes back to the client without simply ripping the current site apart?

The problem is that each of our perceptions of how ‘good’ or ‘bad’ a Website is, is skewed by our personal backgrounds and specialties within the industry. Asked to evaluate a Website’s benefits and constraints, a developer, usability professional, designer or information architect may come up with an entirely different critique.

An objective tool for measurement and analysis helps you provide your clients with fact-based recommendations, as opposed to mere conjecture and opinion. The methodology we’ll explore in this article will help you to:

• Remove your personal preferences (subjectivity) from the equation as much as possible.
• Enable persons with different backgrounds (designers, developers, clients) to share a common understanding of the site.
• Create ground rules for comparisons of the site to those of competitors, or past development efforts.
• Provide your clients with a fact-based, visual representation of their site’s benefits and limitations.

Measuring the User Experience

As mentioned above, the user experience is made up of four interdependent elements:

• branding
• usability
• functionality
• content

But, how can we quantify and measure these seemingly intangible elements?

The methodology is quite simple. We separate our analysis into four sections — one for each of the four elements of the user experience. For each of these elements, we create a series of statements or parameters against which the Website in question will be measured. A scale of 1 to X is created for each of the statements; we give each statement a score within this range.

Once you’ve completed this first part of the analysis, you should have a score for each of the statements in each of the four sections.

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In the sample analysis attached to this article, we only used five statements or parameters for each element. Consequently, we work with a 20-point scale, so that the maximum total score of the site is 100. So, if we added an extra five statements or parameters to each element, we’d rate each on a 10-point scale.

Below, find a brief explanation of each of the elements and the statements or parameters used in the sample analysis.

Branding

Branding includes all the aesthetic and design-related items within a Website. It entails the site’s creative projection of the desired organizational image and message. Statements used to measure branding can include:

• The site provides visitors with an engaging and memorable experience.
• The visual impact of the site is consistent with the brand identity.
• Graphics, collaterals and multimedia add value to the experience.
• The site delivers on the perceived promise of the brand.
• The site leverages the capabilities of the medium to enhance or extend the brand.

Functionality

Functionality includes all the technical and ‘behind the scenes’ processes and applications. It entails the site’s delivery of interactive services to all end users, and it’s important to note that this sometimes means both the public as well as administrators. Statements used to measure a site’s functionality can include:

• Users receive timely responses to their queries or submissions.
• Task progress is clearly communicated (e.g., success pages or email updates).
• The Website and applications adhere to common security and privacy standards.
• Online functions are integrated with offline business processes.
• The site contains administration tools that enhance administrator efficiency.

Usability

Usability entails the general ease of use of all site components and features. Sub-topics beneath the usability banner can include navigation and accessibility. Statements used to measure usability might include:

• The site prevents errors and helps the user recover from them.
• Overall page weight is optimized for the main target audience.
• The site helps its visitors accomplish common goals and tasks.
• The site adheres to its own consistency and standards.
• The site provides content for users with disabilities.

Content

Content refers to the actual content of the site (text, multimedia, images) as well as its structure, or information architecture. We look to see how the information and content are structured in terms of defined user needs and client business requirements. Statements used to measure content can include:

• Link density provides clarity and easy navigation.
• Content is structured in a way that facilitates the achievement of user goals.
• Content is up-to-date and accurate.
• Content is appropriate to customer needs and business goals.
• Content across multiple languages is comprehensive.

In most instances, I use from 10-20 separate statements for each of these four elements. I suggest you use the statements above as a basis for creating your own analysis. Remember that if you add more statements, you must also refine the 20-point scale so that each element’s total score is 100. For example, if you used 10 statements for each element, then your rating scale would be 1-10. If you used 20 statements for each element, your scale would be 1-5.

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For a example of this style of analysis download this sample Excel file.

Displaying Your Results

Once you’ve completed your analysis and have values for each of the statements or parameters, it’s time to put this data into a clear, communicative format.

The first thing we want to do is add up all the values for each element. Because we’ve set the point scale to provide with a maximum score of 100 for each element, what we really have is a percentage score. Once we have these percentage values, what I’ve found works best is to create a Spider chart to visually represent them. Microsoft’s Excel or Open Office Calc both work well here, although any spreadsheet program with graphing capabilities will do.

Using your spreadsheet program, you can generate a host of visual representations of the data. See the sample file you downloaded above for more examples.

image.png

Get Creative with Your Analysis

The great thing about the analysis and methods described in this article is that they can be catered to your specific client or project needs.

There’s no reason why you couldn’t add a fifth category to the analysis to describe accessibility or business metrics. For example, say you’ve got a government client that needs to adhere to Section 508 regulations (for the U.S.). You could easily create a set of statements or parameters that deal exclusively with the accessibility element, modifying your charts to display accordingly. Likewise, it would be very easy to create a category that deals exclusively with your client’s important business metrics, for example, ROI, click-through rates, conversions, or repeat customers.

Alternatively, this platform of analysis can enable you to add greater weight to particular elements of your choice. Say you have a client who’s a luxury goods manufacturer, and is heavily focused on branding and look and feel. There’s no reason why you couldn’t create a modified measurement system that gave greater weight to the branding elements and less to, say, the usability elements.

Practical Uses

I’ve incorporated this analysis into a number of different projects on which I’ve worked. Often, I include a ‘quick and dirty’ analysis as an appendix to a new client proposal, to provide the prospective clients a snapshot view of where their site stands vis-? -vis the competition.

Providing this kind of review also gives you an excellent chance to display your professionalism. Chances are that other firms bidding on the RFP in question will not include such ‘free’ consulting services — and your inclusion of this report in your proposal may be a decisive factor in your favor.

In other instances, I’ve had clients pay for an in-depth analysis of their site complete with recommendations. This type of report includes, for each of the statements or parameters, several descriptive paragraphs complete with examples or screen shots. If I’m ultimately hired to follow through on my recommendations, I often schedule another evaluation six months after the launch of the site as a means of showing improvement, while at the same time reinforcing the value of my services.

This type of analysis can also serve as a gateway project that leads to further business. If you price the analysis well, it can be a great tool for getting your foot in the door and showing the new client the benefits of your services.