Usability

Gavin ThorneHead of Customer and Market Insight

What does the Team do?

• Usability and User Research

• Customer Journey Mapping

• Local Office NPS

• Quarterly CSS• Customer KPI monitoring• Point of Use surveys• Focus Groups

• Market Insight & Intelligence

• Intakes Volume (5 year) forecast

• Marketplace monitoring• Macro Insight

• Primary and Secondary• Qual and Quant• Product Development

Insight• Personas• Ad hoc Bespoke

ResearchMarket Insight & Forecasting

Customer Experience

Insight

Customer Satisfaction and delivery monitoring

Usability Testing …..

How Easy

Sentiment

Real Users Products and Services

Experiences

Observe and Listen

Facial Expressions

Specific Tasks

Eye Tracking

Navigation

Iterative DesignUser Centred

Design

“The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use”

We Built Our Own Suite

Long Term Value

Midlands Location

Enhance Existing Offerings

Massive Change Programme

Skilled Staff

Flexibility of Planning

Sensible Option

Support Agile Development

Digital Agenda

Sense of Tangibility Mobile Solution

We built a 3 room suite …..

Testing Lab

Observation Suite

Workshop Area

Some Advantages

“I’ve been developing services for 15 years and this is the first time I’ve actually seen a Customer use one”

Need Less Research Respondents

Observation – in person or remote

Audio / Video Recording

Closer links with Developers and

Owners

A picture paints a thousand words

Can make mistakes early

Iterative Design

We can record …..

 

Outputs include …..

Individual and Merged Experiences

Less Formal Reporting

Immediate Focus Points

Empirical Evidence

Real Time InsightsPost-It Notes

Heat Maps

Gaze Maps

Lots of styles …..

Show and Tell Usability

Qualitative Quantitative

Tree Testing

Eye Tracking

Guerrilla Testing Web Analytics

A-B Testing Card Sorting

Think Aloud

Focus Groups

Content AuditSearch Term logs Survey

The usual process …..

Who conducts the research?

All Customer and Market Insight staff are MRS qualified and trained in a range of Insight and User Research techniques.

Debbie is Head of Usability Facilitation, her role encompasses:• Guiding the user through the research, asking probing questions

without “leading the witness” or introducing bias.• Relaxing users so that they are at ease in an unusual situation,

thus bringing out natural responses.• Debbie also ensures the overseeing of recruitment and

promotion of the suites facilities.

Jess is Head of Usability Technical, her role encompasses:

• Ensuring that the suite is fully equipped to utilise the latest tech.• Integrating suite technology with Land Registry and customer

systems.• Ensuring that the technical solution fits the bespoke research

need.• In-depth analysis of eye tracking and quantitative output.

A problem for our User is a problem for Us all

A Final Thought …..