why you should always test with users
DESCRIPTION
...and why ‘guerrilla’ is better than nothingTRANSCRIPT
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Why you should always test with usersand why gorillas are better than nothing
‘guerrilla’ is
@quiffboy @DigitalPondUK #UXPond
Thursday, 26 Sept 2013
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Leisa is Head of User Research @ GDS, GOV.UK
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“Testing with customers” Me
Customers have a monetary value
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• In 2013, Amaze ranked at number 22 in UK’s top 100 agencies
• Ranked #1 in the North West
• Ranked #4 in Design & Build
Don’t just take my word for it…
#UXPondASICS – International websites / Global E-commerce
#UXPondLexus V10 – Building award-winning pan-European luxury
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The Saucy Fish Co – Increasing brand worth to £60m in 2 years using digital, social and PR as springboards
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Unilever - Strategic co-ordination and implementation support across Unilever’s global digital operation
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Toyota - Strategic brand, creative, technological and feature-rich functional development for multi-lingual websites across 28 European markets
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Common types of usability testing
• Moderated lab testing• Remote testing• Eye tracking (in a moderated lab)
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Moderated lab testing
“Observe people using the product to discover…how well test subjects respond in four areas: efficiency, accuracy, recall, and emotional response.” Wikipedia
cabinetoffice.gov.uk
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Remote usability testing
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Eye tracking
“Eye tracking is the process of measuring either the point of gaze (where one is looking) or the motion of an eye relative to the head.” Wikipedia
grokdotcom.com
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Eye tracking: complex & intrusive hardware, right?
fffff.at
acuity-ets.com
Not so scary anymore
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Eye tracking: findings are still scary though
• Generates lots of complex graphs and diagrams • Needs experts to interpret results• Time consuming & expensive
Heatmap fromkunocreative.com
Gaze plot from uxmatters.com
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But it’s a no brainer, right?
You should test your stuff with real people
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• http://econsultancy.com/uk/reports/user-experience-survey-report
• http://northern-user-experience.org/2013/09/05/ux-challenge-choose-right-approach-guest-blog-ian-franklin-freelance-ux-consultant
User Experience Survey 2013
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Why test?
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Why test?
Improve decision making
Remove guesswork
Remove experience
bias
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So why don’t we always test?
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So why don’t we always test?
Too expensive
Time or resource
consuming
Not a primary concern
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£15 for 15 minutes
• Based on moderated lab testing• Uses think-aloud protocols• Test in guerrilla environments• Recruit “in the wild”• Prototype “good enough”• Focus on key tasks• Report on problem areas• Client expectations are focussed
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http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
5 = 85%
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Case StudyASICS America
#UXPondCase study: ASICS America
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+
+
Axure RP Pro Silverback
(optional)
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What we did
Prep• Recruit from same office building – posters in lobby• Identified 2-3 key user journeys & features• Prototype new features for journeys – medium fidelity
Test• Test in spare meeting room in Amaze office• Slots 12-2pm and 4-6pm
Report• Brief, focussed report - bullet point list• Export & upload videos & prototype• Talk client through findings
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What we did
Prep • 3 days
Test • 1 day
Report • 1 day
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What we did
Prep • 3 days
Test • 1 day
Report • 1 day
1 week start to finish
Easily digestible
report
Actionable findings
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10 Considerationsand/or gotchas
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1) Avoid recruiting experts
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2) Test small, test early, test often
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3) If you can, test in real environments
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4) Focus on what needs fixing (or refining)
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5) Give tasks, not instructions
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6) Rotate order of tasks
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7) Fidelity matters, but it’s not critical
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8) 5 people’s opinions are not conclusive proof
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9) People say the darndest things
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10) “Testing with 1 person is 100% better than testing with none”
Steve Krug“Don’t Make Me Think”
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Useful links
• Why You Only Need to Test with 5 Usershttp://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
• The Art of Guerrilla Usability Testinghttp://www.uxbooth.com/articles/the-art-of-guerilla-usability-testing/
• Remote Usability and UX Research Toolshttp://remoteresear.ch/tools/
• New to Usability Testing? You’re not alone!http://userexperiencerocks.wordpress.com/2013/07/16/getting-started-with-usability-testing/
• User Experience Survey 2013http://econsultancy.com/uk/reports/user-experience-survey-report
http://northern-user-experience.org/2013/09/05/ux-challenge-choose-right-approach-guest-blog-ian-franklin-freelance-ux-consultant
• Steve Krug: “Don’t make me think” & “Rocket Surgery Made Easy” and more…http://www.sensible.com
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One more thing…
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NUX2uxmanc.co.uk
Friday 25th October£25 day ticket
