Call
- United States+1 641 472 4480
- India
For Consulting Projects:+91 22 4880 8542For Training & Certification:+91 22 4880 8544For other queries:+91 22 4880 8545
- Asia+65 6305 4562
- Europe+44 (0)207 290 3430
- South Africa+27 76 734 4790
CUA of the Month – December, 2010
Visual Interaction Designer
Art Zippel UI & X
Enthusastic About User-Centered Design
by Sheldon Kreger
Usability is an important factor in countless industries. Art Zippel is an independent consultant who can attest to the variety of situations in which usability is a top priority.
Because Art has been designing websites since 1995, he has seen tremendous change as the field has matured. Originally a student of graphic design, the necessity of usability expertise became clear early on. "It's scary to have a graphic designer in charge of what ends up becoming usability issues with really no training. In my design classes, it was all about complimentary colors, fonts, and that kind of stuff."
The field of web design has changed not only technically, but it has become increasingly necessary for firms to maintain top-notch websites. Regardless if users are going online to shop, to get information, or to interact with a business some other way – every situation is going to be different, and interaction important. Users will have different expectations for how a website should work.
"The last 8 years I've been involved in usability has really exposed me to a lot of methodologies that I can use to really know if something is working – getting user interviews up front, stakeholder interviews, putting it altogether."
After assisting with a variety of research projects for the National Fibromyalgia Association, the company downsized and Art found opportunities consulting independently. He recently helped re-design an online student portal for a large university, where students can register for classes, check their financial aid packages, see their grades, and so on. Now, Art is working with a team to re-design an intranet for a large firm.
"Mechanically, it has to be sound. It has to work. It has to be intuitive so the user knows how to interact with it. The other thing – which I was really thrilled to hear talked about so much in the HFI courses I took – is the user's mental model. They're not walking into the interaction with your website with a blank mind. They're walking in with presuppositions of how it should work based on things they've used in the past."
One interesting change of late is the demand for usability expertise coming from medium sized firms rather than only large firms. Many companies are looking to standardize how information is collected, analyzed, and handled. Because of the huge variety of tasks accomplished through web interfaces, having processes that are efficient and effective is becoming increasingly important.
"The large firms, I feel like they've been into usability forever. Now it seems to be filtering down to the medium sized companies. It's important that it's a viable option with genuine return on their investment."
Art has all too often come into situations where users were leaving websites due to confusion or feelings that their privacy had been violated. He recalls one instance where a site's homepage had buttons to "Sign up," "Register," "Become a Member," and "Login." Worse yet, once the user actually found the option they were looking for, they were immediately asked for personal information regarding their income level. Mistakes like these can have a huge impact on attrition rates, even for smaller firms.
"What good does it do to spend all this money on SEO if you're bringing your clients into a negative experience that lowers the value of your brand? That's not going the right way."
Art explains how it is important to remember that value and trust go hand-in-hand. If an individual feels as though they are being greatly rewarded by interacting with your site, then they are more likely to provide the information needed to accomplish the task at hand.
"Trust and value have to be established. If somebody doesn't see a lot of value in jumping through the hoops, they'll take other options if they can. That's when they go to somebody else's website."
Because usability expertise is utilized within so many contexts, Art faces the challenges of new situations all the time. Being hired as a consultant means that Art finds himself working with new people who may not immediately understand what kind of insight he can provide. They might even be afraid that orienting a project around the end-user could be problematic.
"Stakeholders are concerned that if we get users involved, they're going to mess up the process. 'Why would I give up some of my control to an end user who doesn't understand the bigger picture?' My role in that kind of a situation is to explain that we don't have users making those decisions... Usability is about gathering information to make an informed decision. If I can clarify that, a lot of times the hesitancy of the stakeholders is lessened and I get more willingness to work together."
Despite these difficulties, Art is capable of showing that he is there to help make the design process easier, not harder. Many times, problems can be avoided when decisions about design are made early in a project.
"My goal is to get better information to my clients upfront as far as the user – so that it's easier for them to develop a more effective product. That's a win-win situation. Every developer wants to pull their hair out when you get two or four weeks down a certain lane as far as developing, and then find out that's not what users want."
Providing such insight can save a lot of time and money, and is part of what makes the knowledge of a CUA so valuable. But, don't just take his word for it. Art says that, "becoming a CUA has been absolutely crazy – the positive effect and difference it has made for me. I have recruiters that contact me now because of my certification. The last five or six job interviews I've received have been because of the CUA. I've probably had a 500 to 600 percent increase of recruiters seeking me out because they see that I'm certified."
Each month we highlight the successes and achievements of a different member of our CUA community. If you are a Certified Usability Analyst and would like to be considered for CUA of the Month recognition, please send a brief professional bio to hfi@humanfactors.com
Privacy policy
Reviewed: 18 Mar 2014
This Privacy Policy governs the manner in which Human Factors International, Inc., an Iowa corporation ("HFI") collects, uses, maintains and discloses information collected from users (each, a "User") of its humanfactors.com website and any derivative or affiliated websites on which this Privacy Policy is posted (collectively, the "Website"). HFI reserves the right, at its discretion, to change, modify, add or remove portions of this Privacy Policy at any time by posting such changes to this page. You understand that you have the affirmative obligation to check this Privacy Policy periodically for changes, and you hereby agree to periodically review this Privacy Policy for such changes. The continued use of the Website following the posting of changes to this Privacy Policy constitutes an acceptance of those changes.
Cookies
HFI may use "cookies" or "web beacons" to track how Users use the Website. A cookie is a piece of software that a web server can store on Users’ PCs and use to identify Users should they visit the Website again. Users may adjust their web browser software if they do not wish to accept cookies. To withdraw your consent after accepting a cookie, delete the cookie from your computer.
Privacy
HFI believes that every User should know how it utilizes the information collected from Users. The Website is not directed at children under 13 years of age, and HFI does not knowingly collect personally identifiable information from children under 13 years of age online. Please note that the Website may contain links to other websites. These linked sites may not be operated or controlled by HFI. HFI is not responsible for the privacy practices of these or any other websites, and you access these websites entirely at your own risk. HFI recommends that you review the privacy practices of any other websites that you choose to visit.
HFI is based, and this website is hosted, in the United States of America. If User is from the European Union or other regions of the world with laws governing data collection and use that may differ from U.S. law and User is registering an account on the Website, visiting the Website, purchasing products or services from HFI or the Website, or otherwise using the Website, please note that any personally identifiable information that User provides to HFI will be transferred to the United States. Any such personally identifiable information provided will be processed and stored in the United States by HFI or a service provider acting on its behalf. By providing your personally identifiable information, User hereby specifically and expressly consents to such transfer and processing and the uses and disclosures set forth herein.
In the course of its business, HFI may perform expert reviews, usability testing, and other consulting work where personal privacy is a concern. HFI believes in the importance of protecting personal information, and may use measures to provide this protection, including, but not limited to, using consent forms for participants or "dummy" test data.
The Information HFI Collects
Users browsing the Website without registering an account or affirmatively providing personally identifiable information to HFI do so anonymously. Otherwise, HFI may collect personally identifiable information from Users in a variety of ways. Personally identifiable information may include, without limitation, (i)contact data (such as a User’s name, mailing and e-mail addresses, and phone number); (ii)demographic data (such as a User’s zip code, age and income); (iii) financial information collected to process purchases made from HFI via the Website or otherwise (such as credit card, debit card or other payment information); (iv) other information requested during the account registration process; and (v) other information requested by our service vendors in order to provide their services. If a User communicates with HFI by e-mail or otherwise, posts messages to any forums, completes online forms, surveys or entries or otherwise interacts with or uses the features on the Website, any information provided in such communications may be collected by HFI. HFI may also collect information about how Users use the Website, for example, by tracking the number of unique views received by the pages of the Website, or the domains and IP addresses from which Users originate. While not all of the information that HFI collects from Users is personally identifiable, it may be associated with personally identifiable information that Users provide HFI through the Website or otherwise. HFI may provide ways that the User can opt out of receiving certain information from HFI. If the User opts out of certain services, User information may still be collected for those services to which the User elects to subscribe. For those elected services, this Privacy Policy will apply.
How HFI Uses Information
HFI may use personally identifiable information collected through the Website for the specific purposes for which the information was collected, to process purchases and sales of products or services offered via the Website if any, to contact Users regarding products and services offered by HFI, its parent, subsidiary and other related companies in order to otherwise to enhance Users’ experience with HFI. HFI may also use information collected through the Website for research regarding the effectiveness of the Website and the business planning, marketing, advertising and sales efforts of HFI. HFI does not sell any User information under any circumstances.
Disclosure of Information
HFI may disclose personally identifiable information collected from Users to its parent, subsidiary and other related companies to use the information for the purposes outlined above, as necessary to provide the services offered by HFI and to provide the Website itself, and for the specific purposes for which the information was collected. HFI may disclose personally identifiable information at the request of law enforcement or governmental agencies or in response to subpoenas, court orders or other legal process, to establish, protect or exercise HFI’s legal or other rights or to defend against a legal claim or as otherwise required or allowed by law. HFI may disclose personally identifiable information in order to protect the rights, property or safety of a User or any other person. HFI may disclose personally identifiable information to investigate or prevent a violation by User of any contractual or other relationship with HFI or the perpetration of any illegal or harmful activity. HFI may also disclose aggregate, anonymous data based on information collected from Users to investors and potential partners. Finally, HFI may disclose or transfer personally identifiable information collected from Users in connection with or in contemplation of a sale of its assets or business or a merger, consolidation or other reorganization of its business.
Personal Information as Provided by User
If a User includes such User’s personally identifiable information as part of the User posting to the Website, such information may be made available to any parties using the Website. HFI does not edit or otherwise remove such information from User information before it is posted on the Website. If a User does not wish to have such User’s personally identifiable information made available in this manner, such User must remove any such information before posting. HFI is not liable for any damages caused or incurred due to personally identifiable information made available in the foregoing manners. For example, a User posts on an HFI-administered forum would be considered Personal Information as provided by User and subject to the terms of this section.
Security of Information
Information about Users that is maintained on HFI’s systems or those of its service providers is protected using industry standard security measures. However, no security measures are perfect or impenetrable, and HFI cannot guarantee that the information submitted to, maintained on or transmitted from its systems will be completely secure. HFI is not responsible for the circumvention of any privacy settings or security measures relating to the Website by any Users or third parties.
Correcting, Updating, Accessing or Removing Personal Information
If a User’s personally identifiable information changes, or if a User no longer desires to receive non-account specific information from HFI, HFI will endeavor to provide a way to correct, update and/or remove that User’s previously-provided personal data. This can be done by emailing a request to HFI at hfi@humanfactors.com. Additionally, you may request access to the personally identifiable information as collected by HFI by sending a request to HFI as set forth above. Please note that in certain circumstances, HFI may not be able to completely remove a User’s information from its systems. For example, HFI may retain a User’s personal information for legitimate business purposes, if it may be necessary to prevent fraud or future abuse, for account recovery purposes, if required by law or as retained in HFI’s data backup systems or cached or archived pages. All retained personally identifiable information will continue to be subject to the terms of the Privacy Policy to which the User has previously agreed.
Contacting HFI
If you have any questions or comments about this Privacy Policy, you may contact HFI via any of the following methods:
Human Factors International, Inc.
PO Box 2020
1680 highway 1, STE 3600
Fairfield IA 52556
hfi@humanfactors.com
(800) 242-4480
Terms and Conditions for Public Training Courses
Reviewed: 18 Mar 2014
Cancellation of Course by HFI
HFI reserves the right to cancel any course up to 14 (fourteen) days prior to the first day of the course. Registrants will be promptly notified and will receive a full refund or be transferred to the equivalent class of their choice within a 12-month period. HFI is not responsible for travel expenses or any costs that may be incurred as a result of cancellations.
Cancellation of Course by Participants (All regions except India)
$100 processing fee if cancelling within two weeks of course start date.
Cancellation / Transfer by Participants (India)
4 Pack + Exam registration: Rs. 10,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the course (4 Pack-CUA/CXA) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.
Cancellation / Transfer by Participants (Online Courses)
$100 processing fee if cancelling within two weeks of course start date. No cancellations or refunds less than two weeks prior to the first course start date.
Individual Modules: Rs. 3,000 per participant ‘per module’ processing fee (to be paid by the participant) if cancelling or transferring the course (any Individual HFI course) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.
Exam: Rs. 3,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the pre agreed CUA/CXA exam date before three weeks from the examination date. No refund or carry forward of the exam fees if requesting/cancelling or transferring the CUA/CXA exam within three weeks before the examination date.
No Recording Permitted
There will be no audio or video recording allowed in class. Students who have any disability that might affect their performance in this class are encouraged to speak with the instructor at the beginning of the class.
Course Materials Copyright
The course and training materials and all other handouts provided by HFI during the course are published, copyrighted works proprietary and owned exclusively by HFI. The course participant does not acquire title nor ownership rights in any of these materials. Further the course participant agrees not to reproduce, modify, and/or convert to electronic format (i.e., softcopy) any of the materials received from or provided by HFI. The materials provided in the class are for the sole use of the class participant. HFI does not provide the materials in electronic format to the participants in public or onsite courses.