Most, so-called, "Usability engineers" cling to a narrow definition of the concept of “Usability,” and miss the point when engaging in activities aimed at understanding what is really important to visitors. Empathy Lab has a unique and forward thinking approach to Experience Architecture, Design, and Usability Testing. The following describes our beliefs and approach to the design and measurement of compelling digital experiences:
Re-evaluate the metric of Usability
- When pressed to define the metric of “Usability,” most define it as a measurement of a system’s “ease-of-use.” Web agencies generally dedicate a team to this measurement, and to the pursuit of an engineered, easy-to-use experience. Empathy Lab agrees that easy-to-use experiences can be engineered, but disagrees that “ease-of-use,” in of itself, is an important metric. An easy-to-use experience is only important if it is used (i.e. – has a high rate of adoption). Empathy Lab believes that “Usability” and “Usage” are equally important. Furthermore, we feel that an easy-to-use experience does not guarantee a high rate of adoption. Therefore, we aim to create usable experiences that are also compelling to your visitors. We understand that emotional connections with your brand and content, as well as intuitive information architecture, will drive usage and repeat visits. Creating these types of connections requires a deeper insight into the individuals who will likely engage with your Web site
- Because we strive to design compelling experiences as well as easy-to-use experiences, we are forced to re-evaluate the concept of a web “user.” The term “user” implies a focus on behavior. If Empathy Lab limited its focus to “user” behavior, we would only be able to engineer easy-to-use experiences. The creation of compelling experiences requires Empathy Lab to conduct extensive research aimed at understanding the personalities, lifestyle, attitudes and motivators of your potential visitors (as well as their onsite behavior). Our research and Usability testing tactics take into account all facets of the individual.
Re-evaluate the approach to Research
- It all begins with contextual inquiry. Empathy Lab studies individuals where they live, work, and play. Our initial research may take us to homes, schools, conferences, or places of employment. We immerse ourselves in the daily lives and important rituals of those who will likely be your web visitors. We learn what is important to people when they are most likely to interact with your brand. Armed with this research data, your visitors’ needs are documented in the form of personas, and made relevant within the context of their daily lives
- Concept Validation - Concept testing does not have to start in the design phase, but may be conducted earlier to validate a conceptual model for an information taxonomy, workflow, or architectural prototype. Conducting tests early in the requirements gathering process will ensure that the right conceptual models are constructed prior to costly design and development. Empathy Lab utilizes contextual card sorting, flowcharting, and categorization exercises as early methods of concept validation. We try to perform these activities “out in the field."
- Design Validation - We also differ from our competitors in our approach to “low-fi” design validation (paper prototyping). When conducting paper prototype testing on a design, Empathy Lab believes that it is more valuable to use an actual comp, or mock-up, rather than a wireframe (interaction design schematic). Because of the level of abstraction, wireframes and interaction design documentation are best used as internal tools to guide design and development, and not to put in front of test participants. Results of primary task completion exercises on a wireframe can never be trusted. Design validation can be performed anywhere, but must be performed in a comfortable environment, where the test subject feels at ease, and documented on video. Another point of differentiation is Empathy Lab’s use of design validation to measure visitor acceptance of the design, as well as success or failure in critical task completion (where our competitors limit their focus)
- Performance Analysis & Analytics - Measuring performance through ongoing quantitative analysis, surveys and analytics is important in making incremental changes and enhancements to content, architecture, interaction design, and visual design. Your site is constantly being monitored and measured according to the Key Performance Indicators that we identify with at the onset of our engagement with you.
Jonathan Lupo - VP / Information Architecture - Empathy Lab
