Mobile App Europe 2015 Pulse UX Workshop Presentation

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  • 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 :)

  • Copyright A. Witteman & R. van den Oever - All Rights Reserved.

    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.

  • Copyright A. Witteman & R. van den Oever - All Rights Reserved.

    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 robin@icemobile.com anna@icemobile.com

  • IceMobileAmsterdam @icemobile@icemobile

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