Making of sbb.ch (4): Usability testing – “it makes you crazy!”
These days, usability tests are an integral part of all Internet projects and always good for a surprise. This is also the case at sbb.ch. Right from the conception phase, they provide useful input for a continual optimisation – a lifesaver in the case of complex websites such as sbb.ch: usability tests with future users.
Usability test at soultank laboratory
SBB customers between the ages of 18 and 77 tested all the important elements of sbb.ch in the soultank AG lab in Zug and on-site in the mobile lab. The content structure, navigation concept, customer tour, contact concept and the design had to prove their user friendliness – a central success factor for the acceptance of the website.
The basis for the tests is a functional prototype, which is further developed after each phase of the project. It not only helps us to visualise our ideas in the project team, but also enables usability tests with concrete, clickable tasks. During all the tests, the project team sits in the adjoining room and observes the developments in the test room live by video on a large screen (in other words, public viewing). At the end of a test day, the data is evaluated, and the agreed measures are integrated directly into the project.
Two small examples show how supposedly foolproof solutions can also fail.
“The main path is very easy, however people like to take detours” – Laotse
Does the search button always have to be in the upper left corner? As our search button on sbb.ch is a very powerful and important tool, Art Director Florian Stürzinger came up with an alternative as part of the Look&Feel development. The idea: like on Macs, we installed a type of dock in the lower left corner, where the search button and a possible later login button are placed amongst other things.
So far, so good. We all thought that the users understand the mechanism. Far from it – as it soon became apparent. On the basis of concrete data, the participants had to show how they handle the search and login. The test result of this initial variant was sobering.
A magnifying glass is a magnifying glass: the search
In an initial version, the search button was placed on the left border only with an icon.
If the mouse is moved over the icon, a search window opens to the right.
Statements from participants on the magnifying icon:
“It’s a zoom function if I cannot read the text” (many times)
“Maybe this hand-held stop signal there“ (once)
A lock alone does not make a login
Even more interesting were the opinions on the login, which was represented in this version by a generally understandable and established lock.
“A key is something to close with“
“It shows me the security of this site“
“The lock is an administrator for me“
“I know it from e-banking. It is a security lock for me and has nothing to do with the login”
“In my opinion, the lock is for train conductors“
As always, the devil lies in the detail
Although the magnifying glass is a popular metaphor for the search (it was in use on the SBB website for 7 years…), the users lose sight of the connection when the search field next to it is missing. It is even more difficult to find an icon for the login. And nearly all of the test people complained that they would have probably found both of them if the icons had also been labelled (“If it’s like this, then at least they could write a flipping word!“).
An interesting side effect observed was the behaviour of the users during the (initially too) many automatic mouse-over and fold-out/fold-in effects. One test person captured it in a nutshell: “it makes you crazy!“
From this, we have developed today’s solution in several iterations. The result: it has passed with flying colours and won over the critical sbb.ch user public.
