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

本文概述了一種量化用戶體驗的快捷方法栋操，我發(fā)現(xiàn)該方法非常有用，可以為客戶提供快速饱亮，客觀矾芙，直觀的網(wǎng)站展示其相對于競爭對手或過去的位置發(fā)展努力。

1 什么是用戶體驗近上？

術(shù)語“用戶體驗”是指將最終用戶置于設(shè)計和開發(fā)工作重點的概念剔宪，而不是僅針對系統(tǒng)，其應(yīng)用程序或其美學(xué)價值壹无。它基于以用戶為中心的設(shè)計的一般概念葱绒。

用戶體驗主要由四個因素組成：

• 品牌
• 可用性
• 功能性
• 內(nèi)容

獨立地，這些因素都不能帶來積極的用戶體驗斗锭。但是地淀，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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例如岖是，一個設(shè)計精巧的站點通常會出現(xiàn)服務(wù)器錯誤或超時帮毁。或想象一個出色的豺撑，數(shù)據(jù)庫驅(qū)動的應(yīng)用程序烈疚，由于某種原因或其他原因而從未使用過，因為它被深深地埋藏在站點信息體系結(jié)構(gòu)的內(nèi)部聪轿。在這兩種情況下爷肝，我們都發(fā)現(xiàn)品牌，可用性屹电，功能和內(nèi)容結(jié)構(gòu)的獨立元素不一定表示網(wǎng)站的成功阶剑。但是，將這些核心元素放在一起危号，可以為用戶體驗提供基礎(chǔ)牧愁。

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)向正確的方向外莲。如果您像我猪半，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兔朦。然后，您如何將這些想法和注釋傳達(dá)給客戶磨确，而又不僅僅將當(dāng)前站點拆散沽甥？

問題在于，我們對網(wǎng)站的“好”或“壞”的每一種看法都因我們個人的背景和行業(yè)內(nèi)的專業(yè)而歪曲乏奥。被要求評估網(wǎng)站的利益和約束時摆舟，開發(fā)人員，可用性專業(yè)人員邓了，設(shè)計師或信息架構(gòu)師可能會提出完全不同的批評恨诱。

客觀的測量和分析工具可幫助您為客戶提供基于事實的建議，而不僅僅是猜測和意見骗炉。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人偏好（主觀性）照宝。
• 使具有不同背景的人員（設(shè)計人員，開發(fā)人員句葵，客戶）可以共享對該站點的- 共識厕鹃。
• 創(chuàng)建基本規(guī)則以將站點與競爭對手的站點進(jìn)行比較，或進(jìn)行過去的開發(fā)工作乍丈。
• 為客戶提供基于事實的可視化表示剂碴，以了解其網(wǎng)站的優(yōu)勢和局限性。

3 衡量用戶體驗

如上所述诗赌，用戶體驗由四個相互依賴的元素組成：

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

方法很簡單铭若。我們將分析分為四個部分-分別針對用戶體驗的四個要素。對于這些元素中的每一個递览，我們都會創(chuàng)建一系列陳述或參數(shù)叼屠，以根據(jù)這些陳述或參數(shù)來衡量所涉及的網(wǎng)站宣鄙。為每個語句創(chuàng)建從1到X的分值范圍怖糊；我們給每個陳述在這個范圍內(nèi)的分?jǐn)?shù)贝次。

完成分析的第一部分后堪滨，您應(yīng)該在四個部分的每個部分都有一個得分渤涌。

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在本文所附的樣本分析中茬故，我們僅對每個元素使用了五個語句或參數(shù)戳鹅。因此今妄，我們使用20分制進(jìn)行評分菲盾，以便該站點的總分最高為100颓影。因此，如果我們向每個元素添加額外的五個語句或參數(shù)懒鉴，則將以10分制進(jìn)行評分诡挂。

在下面碎浇，對樣本分析中使用的每個元素以及語句或參數(shù)進(jìn)行簡要說明。

品牌推廣

品牌包括網(wǎng)站中所有與美學(xué)和設(shè)計相關(guān)的項目璃俗。它需要網(wǎng)站對所需組織形象和消息的創(chuàng)造性投射奴璃。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。
• 網(wǎng)站的視覺效果與品牌形象一致城豁。
• 圖形苟穆，抵押品和多媒體為體驗增添了價值。
• 該網(wǎng)站兌現(xiàn)了品牌的承諾唱星。
• 該網(wǎng)站利用媒體的功能來增強(qiáng)或擴(kuò)展品牌鞭缭。

功能性

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

• 用戶會及時收到對其查詢或提交的答復(fù)沦童。
• 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）叹话。
• 本網(wǎng)站和應(yīng)用程序遵守通用的安全和隱私標(biāo)準(zhǔn)偷遗。
• 在線功能與離線業(yè)務(wù)流程集成在一起。
• 該站點包含可提高管理員效率的管理工具驼壶。

易用性

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

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

內(nèi)容

內(nèi)容是指網(wǎng)站的實際內(nèi)容（文本碟渺，多媒體鲜锚，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)容苫拍。用于衡量內(nèi)容的陳述可以包括：

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

在大多數(shù)情況下集峦，我對這四個元素分別使用10-20個單獨的語句伏社。我建議您使用以上陳述作為創(chuàng)建自己的分析的基礎(chǔ)抠刺。請記住，如果添加更多語句摘昌，則還必須細(xì)化20分制速妖，使每個元素的總分為100。例如聪黎，如果對每個元素使用10條語句罕容，則您的等級為1-10。如果對每個元素使用20條語句稿饰，則比例為1-5锦秒。

顯示結(jié)果

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

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我們要做的第一件事是將每個元素的所有值相加。因為我們已經(jīng)設(shè)置了點數(shù)刻度侣姆，每個元素的最高分?jǐn)?shù)為100生真，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捺宗，我發(fā)現(xiàn)最有效的方法是創(chuàng)建一個蜘蛛圖來直觀地表示它們柱蟀。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蚜厉。

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

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通過分析發(fā)揮創(chuàng)意

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

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)斤斧。例如，假設(shè)您有一個政府客戶霎烙，需要遵守508節(jié)規(guī)定（適用于美國）。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)蕊连，從而修改圖表以進(jìn)行相應(yīng)顯示悬垃。同樣，創(chuàng)建一個專門處理客戶重要業(yè)務(wù)指標(biāo)的類別非常容易甘苍，例如尝蠕，ROI，點擊率载庭，轉(zhuǎn)化次數(shù)或回頭客看彼。

另外廊佩，這種分析平臺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靖榕，并且非常關(guān)注品牌和外觀标锄。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)重更大茁计，而可用性要素的權(quán)重卻降低料皇。

實際用途

我已將此分析合并到我工作過的許多不同項目中。通常星压，我會在新客戶提案的附錄中加入“快速而骯臟”的分析践剂，以向潛在客戶提供其網(wǎng)站相對于競爭對手的位置的快照視圖。

提供此類評論還會給您一個很好的機(jī)會來展示您的專業(yè)素養(yǎng)娜膘⊙犯可能其他投標(biāo)RFP的公司將不包括此類“免費”咨詢服務(wù)-您在建議中包含此報告可能是對您有利的決定性因素。

在其他情況下竣贪，我要求客戶付費對其網(wǎng)站進(jìn)行深入分析并提供建議军洼。對于每種陳述或參數(shù)，此類報告均包含幾個描述性段落贾富，并附有示例或屏幕截圖歉眷。如果最終聘用我來遵循我的建議，我通常會在網(wǎng)站啟動六個月后再安排一次評估颤枪，以顯示改進(jìn)汗捡，同時增強(qiáng)我的服務(wù)的價值。

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)項目畏纲。如果您對分析定價合理扇住，它可能是您入門并向新客戶展示服務(wù)優(yōu)勢的絕佳工具。

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.

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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.