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Evaluating designs

A test of effective design for usability is, according to Bevan (1999b), dependent on three 

areas:

1 

Effectiveness – can users complete their tasks correctly and completely?

2 

Productivity (efficiency) – are tasks completed in an acceptable length of time?

3 

Satisfaction – are users satisfied with the interaction?

User involvement is vital to assess the effectiveness of design and focus groups have tradi-

tionally been used as part of a website prototyping approach described in Chapter 10. 

E-consultancy (2009) describes how insurance company Hiscox (

www.hiscox.co.uk

) 

approached a site redesign using three different models of user interaction which were 

prototyped:

● 

A distribution model in which visitors pick the type of customer they are, then choose 

their product.

● 

A retail model, where customers pick the product they want, then choose how to buy it.

● 

A  needs-  based model to help customers choose products.

Eyetracking

 is an effective technique for assessing design effectiveness. Eyetracking of pros-

pects is offered by many usability agencies as part of a focus group (see, for example, the Video 

Explanation at: 

www.etre.com/blog/

 and Eyetracking examples at 

www.youtube.com/user/

SimpleUsability

) or through remote testing through services such as WhatUsersDo.com.

Traditionally usability tests have been completed during analysis and design, but many 

businesses now gain feedback continuously via tools. Smart Insights (2010) identifies five 

types of tools: