Best of Baskin

Presented byAvram Baskin

Spock says…

“The needsof the many

outweighthe needs of the few,or the one”

Requirements Gathering

Focus Groups

Protocols What do members expect to see

on the web site Three target groups

New members Veteran members Committee, chapter, and trip leaders

10 participants in each group

Major Issues All participants joined to go on trips, and

all participants found it difficult to get the information they needed to go on a trip

If members do not quickly find information they want they get frustrated and give up and do not try again

Participants felt that they were just “thrown into their membership” – no orientation is provided

Recommendations

Provide a home page link to trip listings

Make trips sortable by date, activity, and type of activity

Include printable copy of trip listings Explain the geography of the club and

how the Boston Chapter is organized

ComparativeHome Pages

Methodology 30 homes pages from

sites for organizations similar to the AMC

Six screen shots per sheet of poster board

Participants ranked their top five choices, based on immediate visual appeal

Lindgaard, Fernandes, Dudek and Brown (2006)

Screen shot resolution was 800 x 600

58 participants

Five Highest Ranked Sites

Randolph Mountain Club

26 Votes

American Canoe Association 26 Votes

Five Highest Ranked Sites

Appalachian Trail Conservancy 16 Votes

Nature Conservancy 21 Votes

Five Highest Ranked Sites

Trustees of the Reservations 16 Votes

Five Lowest Ranked Sites

Outdoors Club 1 Vote

League of American Bicyclists 0 Votes

Five Lowest Ranked Sites

Save the Harbor, Save the Bay 2 Votes

American Whitewater 1 Vote

Five Lowest Ranked Sites

AMC Southeast Mass. Chapter 2 Votes

Next Steps

Apply metrics developed by Ivory and colleagues for predicting if a web site will be highly rated

Perform a cluster analysis to assess similarities between the groups of ranked sites submitted by the participants

Site Visits &Contextual Inquiry

LL Bean Corporate Profile

$1.5 billion annual sales 21.5% annual sales growth 3,900+ employees 2.6% annual employee growth 200 million+ catalogs distributed

per year 10 specialty catalogs

About the Call Center

Number of Representatives (Agents) Peak…………………………………………3,000 Off Peak……………………………………1,500

Number of Inbound Calls/Day Slow Periods (April & May)………..50,000 Peak Mondays………………………..180,000

No Outbound Calls Except in Response to Service Issues

Strategic Objective

Customer should speak with a human being as quickly as possible No complex phone trees If wait is four minutes or less, customer

is put on hold If wait greater than four minutes,

customer gets a busy signal Don’t tie up resources for more than

four minutes

Avaya Product History

Using CMS for almost ten years Export CMS historical data for use

in "home grown" historical reports They use CMS real time reports to

analyze call volumes and assess resource requirements"CMS is a workhorse"

Sue Beckleman, IT Managerc

Work Force Planning Analyst

Responsible for staffing and scheduling in real time

Analyze all call, e-mail, chat, and mail order activity

Make sure work is evenly allocated to agents.

If high call volumes in certain areas, reassign agents to those areas

Work Force Planning Analyst Workspace

User Questionnaires

Issues May be difficult to provide statistical

accuracy i.e. reporting at 95% confidence level with a

margin of error of ± 3% Limited resources Possibility of bad data in contact list All members did not have equal

opportunity to respond to questionnaire But results still useful

Data for user profiles Data for modeling user expectations for the

web site

ResultsWant Conservation Committee Updates

82.9

12.94.2

0

20

40

60

80

100

Yes No No Response

% o

f R

es

po

ns

es

Want Human Interest Articles

70.0

25.8

4.2

0.0

20.0

40.0

60.0

80.0

100.0

Yes No No Response

% o

f R

es

po

ns

es

Want General Interest Articles

72.9

22.9

4.2

0.0

20.0

40.0

60.0

80.0

100.0

Yes No No Response

% o

f R

es

po

ns

es

How Often Access Chapter Web Site

0.45.4 7.5

20.816.3

11.3 10.4

24.6

3.3

0

10

20

30

40

50

Daily Weekly Everyotherw eek

Monthly Onceeverythree

months

Onceevery sixmonths

Once ayear

Nevervisited

NoResponse

% o

f Res

pons

es

ResultsAMC-like Activities, on Own or in Informal Groups

85.0

11.73.3

0.0

20.0

40.0

60.0

80.0

100.0

Yes No No Response

% o

f R

es

po

ns

es

Activity # %

Hiking 114 32.2

Bicycling 55 15.5

Skiing 45 12.7

Kayaking 26 7.3

Backpacking 25 7.1

Canoeing 17 4.8

Snow Shoeing 17 4.8

Camping 16 4.5

Other Activities 13 3.7

Local Walks 10 2.8

Climbing: Rock/Ice/Mountain 8 2.3

Sea Kayaking 3 0.8

Conservation/Nature Events 2 0.6

Wind Surfing 2 0.6

Family Outings 1 0.3

ResultsImportance of Conservation

18.223.4

28.117.7

6.1 3.5 3.0

0.0

20.0

40.0

60.0

80.0

100.0

EI VI I N U VU EU

% o

f R

es

po

ns

es

Importance of Recreation

18.728.7

23.515.7

6.5 5.2 1.70.0

20.0

40.0

60.0

80.0

100.0

EI VI I N U VU EU

% o

f R

es

po

ns

es

EI VI I N U VU EU

EI 3 7 6 9 4 1 2

VI 5 16 14 8 2 0 1

I 10 6 16 7 2 1 1

N 9 5 10 2 0 0 0

U 2 6 3 1 0 2 0

VU 1 2 1 2 1 1 0

EU 1 0 0 1 0 1 0

Conservation/Environmental Initiatives

Recre

ati

on

al

Acti

vit

ies

EI: Extremely Important

VI: Very Important

I: Important

N: Neither Important or Unimportant

U: Unimportant

VU:Very Unimportant

EU:Extremely Unimportant

Usability Testing

Methodology Comparison of current site with two

other sites AMC: http://www.outdoors.org/ Berkshire: http://www.amcberkshire.com/

The same tasks on all three sites Quantifiable measure of performance Six participants

AccessibilityThe user attempts to resize the text using CTRL+ and nothing happens. “That’s a disadvantage to people my age”.

Search ControlThe user wants to search for a trip, but finds the search form to be to complex – “I’m a Google fan”.

Recommendations

Size all screen elements using “ems” to allow resizing of text

Provide two levels of search Simple search Advanced search

Information Architecture

Process Flows

Wireframes