blind dates - or the right choice of test users
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Blind Dates –
Or the right choice of test users
Last Thursday Talk - UX Schweiz - February 2015
Reto Lämmler @rlaemmler
• BS Computer Science
• Lived and worked in San Francisco, CA
• VP Product Management at Doodle.com
• MAS Human Computer Interaction Design
• RememberTheName App
About meEvery product should put a smile on your face.
Findings3x 5min peek tests with Random Users
1. Page is received as professional and serious
2. «Features» is missing in main navigation and could be
potentially missed when no vertical scrolling is used.
3. Feature icons are expected to be clickable but aren’t
“There are some times when it’s important to test your
product with your exact market, and other times when
users from any demographic can give you the feedback
you need.”
Source: www.usertesting.com/blog/2015/02/09/demographics
Testing with Exact DemographicsWhen to Use Them and When to Lose Them
Jacob Nielsen About simplified User Testing
The three main rules:
1. Get representative users
2. Ask them to perform representative tasks with the design
3. Shut up and let the users do the talking.
The last thing you want to hear during a usability study
session is a participant saying,
“I don’t use this kind of [system],” or “I never do that
[task] for my job.” That person cannot help you discover
the problems with that system or how well the system
supports users’ tasks.
Jacob Nielsen About representative Users
Simple OrdersOrdered via TestingTime
5 People – 45min – Remote / In-House
Any age, any gender, any device
Extensive OrdersOrdered from TestingTime
German speaking immigrants
Who moved to Switzerland within the past 12 months,
who are employed (no students) and have a family.
No Printer @ Home
People who don’t have a printer at home none accessible
at friends places.
Pregnant women
Mix of early stage, medium stage and late stage pregnancy.
Industrial Buyers
Who are responsible to purchase packaging material.
University Graduates
Interested in alarm systems.
Extensive OrdersOrdered from TestingTime
Test Users by CategorieConsumers vs Experts
Consumers
• Shopping
• News
• Travel
• Social
• Entertainment
• …
Experts
• Medical
• Engineering
• Architecture
• Finance
• Legal
• …
Experts are also ConsumersBut Consumers are not always Experts.
Expert
Consumer
Everyone can be potentially recruited to test a
consumer application.
E.g. A neuro scientist uses www.travel.ch
Only Experts from the field can be recruited to
test an Expert application.
E.g. A neuro scientist uses NemoDevices.
Test Users by PersonasPrimary vs. Secondary vs. Other Personas
Primary Secondary
or
Supportive Non-
Personas
Primary and Secodary PersonasWith some example scenarios in mind
Primary
• Experienced Kiter who wants to purchase a new Kite
• Newbie Kiter who wants to find a beginners course
• …
Secondary
• A worried parent who wants to learn about the sport
• Godfather who wants to find a gift for a godchild
• …
Supportive and Non-PersonasWith some example scenarios in mind
Supportive
• Site Manager who maintains the inventory
• Human Resources maintaining job listings
• …
Non-Personas
• …?
My LearningsAnd recommendations
• It’s still better to test with anyone, than no testing at allThere is always something you can learn.
• Choose smaller tests over extensive studiesBut iterate as often as necessary
• UX is not a project, it’s an ongoing processSo don’t excuse it with «I’m not ready yet.»
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