mobile app europe 2015 pulse ux workshop presentation
TRANSCRIPT
User involvement - make it work!By Anna Witteman & Robin van den Oever
Robin van den Oever Head of Communication
and Collaboration
Anna Witteman Head of UX Lab
Hello :)
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“Mobile internet will become
the most important medium
in people's lives.”
Founded in 2002
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“Put users first. Focus on love. The best marketing is investing in the user experience.
Then the user will market for you.”
- Brian Chesky, CEO and co-founder Airbnb
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Sweet
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THE MARSHMALLOW CHALLENGE
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Orient Plan Build Ta-da!
Business wo(men)
Kindergarten students
0 18 Minutes
Uh-oh!
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Ta-da!
Traditional Usability Testing
Pulse UX
0 Time
Involve users
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Pulse: iterative User Involvement
•Prioritize: test important part(s) most extensive
•Frequent: reliable results, also test improvements
•Empathize: learn what matters to users
•Optimize: learn to test
Allow responding to change
'I have not failed. I've just found 10000 ways that won't work.’
Sir Thomas Edison
AGENDA
FOCUS Eliminate Waste DIY
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• Finding the right problem to solve
• Check if you provide a good solution to a problem
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Assumptions
Business assumptions
I believe my customers have a need to …….…………
I believe these needs can be solved with ……………….
The #1 value a customer wants to get out of my service is ……………
I will acquire the most of my customers through ………………………
I will make money by ……………………
My primary competition in the market will be ………………
My biggest product risk is ……………..
We will solve this through ……………………
What other assumptions, if proven false, will cause our business to fail?
User assumptions
I believe my user is …….…………
I believe our products solves (needs) ……………….
Our product is used (when) ………………….
Our product is used (how) …………………..
Our product should look ……………………
Our product should behave ……………………
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We believe that we are
[doing this/building this feature/creating this experience]
for [these people/personas]
will achieve [this outcome].
We will know this is true when we see
[this market feedback, quantitative measure, or qualitative insight].
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We believe that we are
creating a way to give users discount on shipping costs of online ordering by buying
product X
for online grocery-shoppers at Retailer Y
will achieve more people ordering product X and more online orders
We will know this is true when we see
an increase in the number of orders being placed (with product X in it)
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known unknown
high risk
low risk
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FOCUS
FOCUS ON THE THINGS THAT MAKE A DIFFERENCE: START WITH THE ESSENTIAL & UNDERSTAND WHAT MATTERS MOST TO YOUR BUSINESS & USERS.
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Step 2: Eliminate WasteEliminate Waste
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1. Find your RhythmPrevent or defuse the bomb
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Sequential way of working
Design
Development
Testing
User Testing
User Testing
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The agile way of working
Product Backlog
Sprint Backlog
Potentially Shippable Product
2-3 weeks
24 hours
Daily Scrum Meeting
Design
Development
Testing
User Testing
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Eliminate WasteTame the dragon
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• Write a scenario
• Create a prototype
• Recruit users
• Pilot test
• Conduct Tests
• Edit videos
• Analyze video
• Write report
• Present results
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Product = Prototype
• Write a scenario
• Create a prototype
• Recruit users
• Pilot test
• Conduct Tests
• Edit videos
• Analyze video
• Write report
• Present results
User test = Report
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Pulse UX TestingTraditional UX testing
Iterative UX testing: every 2 weeks
UX testing (near) the end of a project
Continuous testingSingle test
Small sessionsBig session
Performed by the teams: the team members learn most
Performed by researchers: the researchers learn most
Changes early in the process; thus less costly
Changes late in the process; thus very costly
Rise in ‘first time right’ of features
Few ‘first time right’ of features
120% end-result in 80% of the time
Difficult to measure success
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Eliminate Waste
FINDING YOUR RYTHM, LET INSIGHT LIVE IN THE RIGHT PEOPLE & PLACES AND GET RID OF INEFFICIENT STEPS AND DOCUMENTATION.
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DIY
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The setup can be low-cost & simple:
• Find a tool that fits your project
• Different tools to different types of questions & needs
• How to find out what people really think about your product/service
Step 3: DO IT YOURSELF
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What kind of fancy testing tool is this?
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Our setup is a combination of simple tools
less than €120,-
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Preparation time? Results? Scripted or
Free?Over longer
period? In context? Real use? Duration? Effective time spend?
Interview < 1/2 day audio/video scripted can be can be yes < day day
Paper prototyping
< 1/2 day video scripted no can be no < day day
Lookback days video free yes yes yes depends week
Usability Testing
< 1/2 day video both no no no < day depends
WhatsApp/ WeChat
day text/photos videos scripted yes yes yes weeks depends
Your own tool/ method ? ? ? ? ? ? ? ?
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Rob Fitzpatrick ‘The Mom Test’
Always ask about the now & before,
never ask about the future
Always ask about specific situations &
examples, never anything generic.
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DIY
HOW TO SELECT THE TOOLS & QUESTIONS TO TRULY UNDERSTAND THE NEEDS AND WISHES OF YOUR CONSUMER AND UNCOVER DIRECTIONS FOR IMPROVEMENT.
SUMMARY of Today:
FOCUS Where to start Reduce Risk
Eliminate Waste Frequency Efficiency
DIY Tools
& Questions
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Thank you!
More? Questions? Feedback? Share experience? We would love to talk some more.
Find our presentation at slideshare.net/icemobile [email protected] [email protected]
IceMobileAmsterdam @icemobile@icemobile
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