transcripts in action - usertesting webinar presentation slides

Transcripts in Action

#UTwebinar @UserTesting

Mike Mace

VP Product Marketing, UserTesting

Janelle Estes VP Solutions Consulting, UserTesting

UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences.

#UTwebinar

We Partner With Thousands Of Customers

#UTwebinar

Across All Platforms, At All Stages Of Development

Watchcustomersinteractwith:

DESKTOP SMARTPHONETABLET

WEBSITES APPS&PROGRAMS

PROTOTYPES&WIREFRAMES

SURVEYS PHYSICALPRODUCTS

Anywhere people interact with your brand:

ATHOME ATASTORE ONTHEGO

On any pla6orm or device:

#UTwebinar

8

Mike Mace VP Product Marketing, UserTesting

Mike Mace is VP of Product Marketing at UserTesting. A longtime veteran of Silicon Valley, he co-founded two software startups, worked as an executive at Apple and Palm, and consulted on strategy and product planning to many of the tech industry’s leading firms.

@michaelmace

#UTwebinar

Janelle Estes VP Solutions Consulting, UserTesting

Janelle Estes has over 10 years experience in using research to inform design decisions and create great experiences. As UserTesting's Vice President of Solutions Consulting, she helps enterprise companies strategize and develop research plans utilizing UserTesting's platform.

@janelle_estes

Transcripts in Action Shortening your path from videos to insights

Summary

•  TranscriptsareapowerfultoolforextracMnginsightsandmakingclips•  They’remoreaboutnavigaMngthanreading•  Theresultsvarydependingonwhatyou’retryingtoaccomplish•  SomeMmesthebestworkflowcombinesdifferenttools

Contents

•  AboutTranscripts•  AcMonstory#1•  AcMonstory#2•  Q&A

IntroducingTranscripts

•  Thefastestwaytomakeclipsandnavigatevideos

•  WriZentranscriptappearswitheachvideo

– Clickanddragtomakeacliporcopyaquote

–  Searchforkeywords–  Transcriptscrollswhilevideoplays

– Clicknexttothetranscripttojumptothatpointinthevideo

Howitworks

•  Audiotrackfromvideoissenttoathird-partytranscripMonservice

– TakesaboutaminuteandisdoneautomaMcallyforeveryvideo

– Machine-transcribed;accuracyabout80%undernormalcondiMons

•  Transcriptislinkedtothevideotrack– Theyscrolltogetherandyoucanclickinthetranscripttomakeclips

•  Textissearchableusingthebrowser’sfindfuncMon

Availability

•  FreetrialforallcustomersMarch13–April12

•  Premiumfeatureaderthetrialperiod

Contents

• Abouttranscripts• TranscriptsinacMon#1• TranscriptsinacMon#2• Q&A

Howwe’veusedTranscriptsforgatheringinsights

Sephora“Howto”contentGoalUnderstandpeople’sreacMontoconceptandcontentDeliverableCreateafewcompellinghighlightreelsrelatedtofirstimpressions

Ourapproach

CreatetestplanbasedoffexisMngtemplates

Launchstudyandreviewdryrunaderfirstvideoready

Launchremainingsessions&accelerate

analysiswithtranscripts

Launchedastudy,sessionsfilledin2hoursorless

Usedfirstimpressionstemplate

Lookingforinsightw/assistancefromtranscripts

10parMcipants=3.5hoursofvideoBeforetranscripts:WatchvideosstarttoendlookingforcompellingquotesandbehaviorsTimerequired:~4hoursA:ertranscripts:ScantranscriptsforrelevantsenMmentandwatchthosemomentsTimerequired:~1hour

WeareNOTsuggesMngtoreadtranscriptsinsteadofwatchingvideos.

Transcriptsareanaidtogettoinsightsfaster.

Contents

•  Abouttranscripts•  TranscriptsinacMon#1•  TranscriptsinacMon#2•  Q&A

ThesituaMon

•  PresentaMonforaretailconference•  Evaluatetheonlinepurchasejourney•  Standardtasks

– Findablouse,choosethesizeandcolor,putitintheshoppingcart,etc•  (Thisisnotacustomer-confidenMaltest)

Thechallenge

•  VeryliZleMme•  HowcanIfindmeaningfulresultsquickly?•  Twotechniques…

ReadtheAnswerstab,thensearchforkeywords

ReadtheAnswerstab,thensearchforkeywords

PutMetricsquesMonsadereachtask

PutMetricsquesMonsadereachtask

PutMetricsquesMonsadereachtask

Lessons

•  TranscriptsarenotastandalonesubsMtuteforwatchingvideos– YouloseinflecMonandvisualcontext– Peopledon’tspeakinclearsentences– TherecogniMon’snot100%perfect– SomeMmesthebestinsightscomefromthingstheparMcipantsdon’tflag

•  Transcriptsaccelerateyourworkflow– Youcanodengomuchfaster– VerypowerfulwhencombinedwithMetrics,Answers– Clip-makingisdramaMcallyeasier

Q&A