whatusersdo workshop: extracting and sharing insights
TRANSCRIPT
#users1st
Extracting
and sharing insights
• Introduction
• Getting started with UX research
• How to extract and share insights
• 3 things to remember
• UX clinic (optional)
Agenda
• Mark relevant events in the test videos
• Evaluate the problem priority
• Collate similar problems across tests to have an
overall view
Tagging
Relevant event
• Extract insights from what users say
• …and mostly from what they do
Understand what each event tell us:
• if it’s a problem,
• if it’s a positive thing,
• or something else.
Evaluate problem
priority
• High level issues or conversion killers
• Medium level issues
• Low level issues
Problems
How does it work?
• When users say they like something in the interface (ee
usually don’t log when interfaces are simply working well:
that’s what they should all do)
• We log when users spontaneously suggest improvements
for the interface or the content
• Also any quotes from users that could be interesting for
the client
Positives,
suggestions etc.
Positives
Let’s give it a try
• Mark relevant events in the test videos
• Evaluate the problem priority
• Collate similar problems across tests to have an
overall view
Next steps
• WhatUsersDo Platform demo
• Recommendations Reports
• Other Advanced Reports
Working with analysis
WUD Platform
• Simple but powerful tool for drilling down into the insight
• Helps decision-making
• Easily accessible by everyone in your organisation
WUD Platform
Recommendations
Reports
Recommendations Report
Ryanair - Italy
November 5th, 2014
Ryanair - Recommendation Report
21
Issues and positive feedback
High 25 Medium 15 Low 8 Positive feedback 14
Overall performance. Distribution of issues and positive feedback:
Information
Architecture
Contents,
copywriting
Interaction
Design
Brand and
TrustT
Distribution of the 4 main issues: Positive feedback:
Contents,
copywritingTNPS:
100%
For more info go to the detailed UX report.
Ryanair - Recommendation Report
22
Executive summary
1. Included services Users need a clearer understanding of
services that are included and services that
are not.
2. Per-day fees It should be more clear which fees are per-
day and which are per-flight or per-journey.
3. Wrong currency Prices should be always be displayed in
the country relevant currency.
4. Return tickets In the homepage it must be clearer how to
select a return ticket.
T
T
Ryanair - Recommendation Report
23
Recommendation
It must be easy for users to differentiate at a glance services
included in the total price and those that are not.
Users need this to make a knowledgeable choice and feel
comfortable about the process.
1. Included services
Not knowing what services are included in the booking makes
users unsecure about the process. They are uncertain of the final
price, and this is a conversion killer for 2 out of 5 users.
Also, some users were frustrated about the repeated offer of extra
services. This means that users are likely to switch to a competitor
that offers similar prices with a quicker checkout process.
Issue
Ryanair - Recommendation Report
24
Issue1. Included services
These are extra services,
that honestly I’m not
interested in […] Another
extra service […] I don’t
need that…
Marco, 47
“”
List of offered
services
Watch a sample clip:
Ryanair - Recommendation Report
25
Action
Make it clearer in every step of the booking process what is
included.
Possibly include an overview (i.e. a table or a chart) of the services
and possible extra options as a step of the booking process.
1. Included services
This will most likely increase conversions and customer
satisfaction by making users more confident and fast in taking
decisions.
This should also decrease the number of contacts to the customer
care due to unwanted services.
Anticipated result
• ‘Next Level’ after insights
• Identify top areas for improvement
• Achieve senior stakeholder buy-in
WUD Platform +
Recommendations
Reports
WUD Platform +
Advanced Reports
• Drives decision-making and prioritisation
• Quantifies some of the qual
• Ideal for Product Managers, Development Teams, Visual
Design, Content Marketing etc.