What is usability?

Usability - a definition
Why isn't usability common sense?
Can't automated usability testing tools be used to test usability?
Why is usability different to market research? 
Why are specialists usually required to conduct usability research?
New Media Age supplement on usability

Usability - a definition

ISO states that usability is the "effectiveness, efficiency and satisfaction with which a specified set of users can achieve a specified set of tasks in a particular environment."

What does that really mean?

Recent developments in e-business mean that usability can now be expressed as a simple equation:

usability = increases in revenues +/- reductions in support costs

This equation also conveys our approach to usability. It may be agreeable to make your site easier to use for users but usability only assumes paramount importance when it directly impacts the bottom line of your business.

Usability is the competitive differentiator in a now crowded marketplace. Those companies that position usability as a strategic part of their business will survive and prosper.

Usability often means the difference between...

• A failed and a successful purchase
• A one-off and a returning customer
• A compromised brand and strong brand equity
• A disgruntled and a happy, productive employee
• An expensive channel and minimal support costs
• An expensive build and fast, cost-effective development
• A media criticised and an acclaimed offering
• A stagnant company and a competitive business

Why isn't usability common sense?

New media has had a short life. Guidelines don’t exist to designing usable websites, let alone interactive-TV or wireless interfaces. As a result it doesn't matter how good your designers are they cannot design truly usable user interfaces.

Usability is different to graphic design. Graphic design can supplement usability but no matter how good the graphic design is, the site needs to be designed with an architecture that ensures usability. 

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Can't automated usability testing tools be used to test usability?

There are a myriad of tools available that purport to measure the usability of an interface using automated processes. These tools provide information on broken links, download times, number of clicks, number of pages accessed and more. However, human behaviour cannot be dissected using these technologies. They are of limited use because often they can tell you what is wrong. The real value however is in the reasons why and what can be done to remedy the problem areas.

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Why is usability different to market research?

Market research techniques rely on a person's ability to articulate what they want from a service. This is extremely valuable data when a service is being developed and can identify what functionality a service should offer, how the service should be marketed and so on. However, people find it notoriously difficult to communicate how they would or have used something.

Usability involves observing users as they use an interface and identifying where they have issues. In market research large samples are typically used whilst in usability research small samples suffice. The difference is in statistical and practical significance. Market research can say that 90% of respondents believe in the value of a concept (statistical significance) while a usability test can find that 5 out of 8 people cannot complete a task (practical significance).

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Why are specialists usually required to conduct usability research?

Usability is not accomplished through guesswork or common sense. Usability involves systematically understanding the needs of the user along with identifying and rectifying problems that users may have when using an interface.

Our Usability Specialists have years of experience and qualifications in identifying usability issues and putting forth optimal recommendations for re-design.

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New Media Age supplement on usability

Please which appeared in New Media Age, sponsored by The Usability Company. (PDF file size 571k).

The supplement serves as a comprehensive guide to usability and accessibility issues. It includes an introduction to usability and provides a good overview of usability and accessibility issues. Please contact us, if you would like a free hard copy of this very useful supplement by emailing with your request and we shall send you a copy.

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© The Usability Company 2007