Mobile App Europe 2015 Pulse UX Workshop Presentation

Download Mobile App Europe 2015 Pulse UX Workshop Presentation

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User involvement - make it work!By Anna Witteman & Robin van den OeverRobin van den Oever Head of Communication and CollaborationAnna Witteman Head of UX LabHello :)Copyright A. Witteman & R. van den Oever - All Rights Reserved.Mobile internet will become the most important medium in people's lives. Founded in 2002Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.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 AirbnbCopyright A.Witteman & R, van den Oever - All Rights Reserved.SweetCopyright A.Witteman & R, van den Oever - All Rights Reserved.THE MARSHMALLOW CHALLENGECopyright A.Witteman & R, van den Oever - All Rights Reserved.Copyright A.Witteman & R, van den Oever - All Rights Reserved.Copyright A.Witteman & R, van den Oever - All Rights Reserved.Orient Plan Build Ta-da!Business wo(men)Kindergarten students0 18 MinutesUh-oh!Copyright A.Witteman & R, van den Oever - All Rights Reserved.Ta-da!Traditional Usability TestingPulse UX 0 TimeInvolve usersCopyright A.Witteman & R, van den Oever - All Rights Reserved.Pulse: iterative User InvolvementPrioritize: 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 EdisonAGENDAFOCUS Eliminate Waste DIYCopyright A.Witteman & R, van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved. Finding the right problem to solve Check if you provide a good solution to a problemCopyright A. Witteman & R. van den Oever - All Rights Reserved.AssumptionsBusiness 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 Copyright A. Witteman & R. van den Oever - All Rights Reserved.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]. Copyright A. Witteman & R. van den Oever - All Rights Reserved.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) Copyright A. Witteman & R. van den Oever - All Rights Reserved.known unknownhigh risklow riskCopyright A. Witteman & R. van den Oever - All Rights Reserved.FOCUSFOCUS ON THE THINGS THAT MAKE A DIFFERENCE: START WITH THE ESSENTIAL & UNDERSTAND WHAT MATTERS MOST TO YOUR BUSINESS & USERS.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Step 2: Eliminate WasteEliminate WasteCopyright A.Witteman & R, van den Oever - All Rights Reserved.Copyright A.Witteman & R, van den Oever - All Rights Reserved.Copyright A.Witteman & R, van den Oever - All Rights Reserved.1. Find your RhythmPrevent or defuse the bombCopyright A.Witteman & R, van den Oever - All Rights Reserved.Sequential way of workingDesignDevelopmentTestingUser TestingUser TestingCopyright A. Witteman & R. van den Oever, All Rights Reserved.The agile way of workingProduct BacklogSprint BacklogPotentially Shippable Product2-3 weeks24 hoursDaily Scrum MeetingDesignDevelopmentTestingUser TestingCopyright A.Witteman & R, van den Oever - All Rights Reserved.Eliminate WasteTame the dragonCopyright A.Witteman & R, van den Oever - All Rights Reserved. Write a scenario Create a prototype Recruit users Pilot test Conduct Tests Edit videos Analyze video Write report Present resultsCopyright A.Witteman & R, van den Oever - All Rights Reserved.Product = Prototype Write a scenario Create a prototype Recruit users Pilot test Conduct Tests Edit videos Analyze video Write report Present resultsUser test = ReportCopyright A.Witteman & R, van den Oever - All Rights Reserved.Pulse UX TestingTraditional UX testingIterative UX testing: every 2 weeksUX testing (near) the end of a projectContinuous testingSingle testSmall sessionsBig sessionPerformed by the teams: the team members learn mostPerformed by researchers: the researchers learn mostChanges early in the process; thus less costlyChanges late in the process; thus very costlyRise in first time right of featuresFew first time right of features120% end-result in 80% of the time Difficult to measure successCopyright A. Witteman & R. van den Oever - All Rights Reserved.Eliminate WasteFINDING 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.DIYCopyright A. Witteman & R. van den Oever - All Rights Reserved.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 YOURSELFCopyright A. Witteman & R. van den Oever - All Rights Reserved.What kind of fancy testing tool is this? Copyright A.Witteman & R, van den Oever - All Rights Reserved.Our setup is a combination of simple tools less than 120,-Copyright A.Witteman & R, van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.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 dayPaper prototyping< 1/2 day video scripted no can be no < day dayLookback days video free yes yes yes depends weekUsability Testing< 1/2 day video both no no no < day dependsWhatsApp/ WeChatday text/photos videos scripted yes yes yes weeks dependsYour own tool/ method ? ? ? ? ? ? ? ?Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.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. Copyright A. Witteman & R. van den Oever - All Rights Reserved.Copyright A. Witteman & R. van den Oever - All Rights Reserved.DIYHOW 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 RiskEliminate Waste Frequency EfficiencyDIY Tools & QuestionsCopyright A.Witteman & R, van den Oever - All Rights Reserved.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@icemobileCopyright [name author], All Rights Reserved.Copyright A.Witteman & R, van den Oever - All Rights Reserved.