uxmnl workshop: gathering actionable insights from ux tests

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#uxmnlGathering actionable insights

from UX tests

The UX Banking Tour workshop byPeter W. Szabo

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Agenda

Intro, Quiz, Define UX Testing, set the context

Designing UX Tests

Extracting and sharing insight

Take-outs

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Quiz: UX Myth or UX Fact?

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1. Implementing RWD is the answer to mobile/screen sizes

UX Myth: 25% of all incoming sales calls to WhatUsersDo in 2014 were from companies experiencing a down-turn in conversion post RWD

RWD is a start, but not a panacea

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2. We should copy Amazon

UX Fact: Yes, you should copy their obsession with testing and experimenting

UX Fact: You should copy their reluctance to redesign and focus instead on incremental improvements

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3. There is a silver bullet to great UX

UX Fact: There is a silver bullet

Exposure to Users is a silver bullet

The best teams set a monthly target

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Who wants to share a UX Myth or Fact?

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For competitive advantage and true customer engagement a combination of analytics, best practice and good old fashioned guesswork is no longer enough.

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Answering the WHY of the HOW MANY

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TODO:

a. Understand what types of UX Test you can run

b. How to design them

c. Know how to analyze UX videos

d. Share results in the right way

e. Improve & repeat

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From business to users

Turning Business Objectives intoResearch Objectives

Decrease the shopping cart abandonment rate ➔Identify the conversion killers during the end-to-end journeys, focusing on the shopping cart as journey landmark.

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The right number of participants

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Going multiplatform

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Personas

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Tasks

They should set a scenario

They should be completed by users within 20 minutes

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Tasks

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How users search?

1. Open a new browser window and search for at least two home

insurance quotes, as you normally would.

2. Compare them, and tell us, which one do you prefer, and why?

3. If they were exactly the same price, would that change your

preference?

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Behavioural (Open) end-to-end journey1. Without thinking too much, say what three words come to mind about [airline

name]?

2. What comes to your mind when you look at this page?

3. Would you give your credit card details if requested by this page? (You will not have to during this test, but we are interested if you would do so in real life.)

4. Where would you click first on this page?

5. Imagine that you have to fly to the United Kingdom in February 2015. Find a flight. (Spend no more then 5 minutes on this task.)

6. Book the flight. Proceed as far as you can, but stop before entering payment details. (You can use fake data, if you are not confortable with providing your personal details.)

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Directed test1. Without thinking too much, say what three words come to mind about

2. Have you had any problems with *** in the past? If yes, how did you solved it? Have you contacted the support by phone or used the website to find a solution?

3. Imagine that you have ordered "Flowers in 3 Hours" from *** and they were not delivered. You ordered them more then 3 hours ago, before 3PM. How would you solve this problem. Try to solve this problem, do as much as you can on our website, as you normally would. (Spend no more then 5 minutes on this task. Please tell us, if/when would you give up using the site and call support.)

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Directed test (continued)4. Imagine that you have ordered two All Flower Bouquets and only one of them

arrived. Use http://***/contact-us to solve this problem.

5. Open a new tab in your browser and enter http://***/contact-us Imagine that now (totally unrelated to the previous orders) you have ordered Pink Radiance Hand-tied Bouquet. They arrived, but the pink Oriental lilies were in a terrible state, some petals clearly missing or in a very rugged state. Try to solve this issue using the contact form.

6. If you had a magic wand how would you improve our contact form?

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Tasks for BPI (Bank of the Philippine Islands)

Start the screen recorder and click on the displayed link. (Please make sure you follow every instruction

and speak your thoughts as you do so. Remember, we are testing the site, not you.)

1. Without thinking too much, say what three words come to mind about Bank of the Philippine

Islands?

2. What comes to your mind when you look at this page?

3. Would you give your personal details if requested by this page? (You will not have to during this

test, but we are interested if you would do so in real life.)

4. Imagine that you wanted to apply for loan to buy a car. The car you have chosen costs

Php750,000. Where would you click first on this page?

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Tasks for BPI (continued)

5. Explore the loan offers, as if you would be genuinely interested in applying for loan to buy the

car costing Php750,000. (Spend no more then 5 minutes on this task.)

6. Apply for a loan, and proceed as far as you can. (You can use fake data, if you are not

comfortable with providing your personal details.)

7. Imagine that a few hours after the loan application a very good friend of yours called you and

told you he is selling his car. It is your dream-car, you want to buy it and he asks only Php450,000. How

would you proceed in this situation?

8. If you had a magic wand how would you improve our website?

This concludes our test, thank you for your participation. You can now stop the screen recorder.

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Now create a test design1. You have 10 minutes

2. Anything related to banks or financial services (not mortgage or loan application please)

3. You don’t need to write meta-tasks

+ Work in silence, please!

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Issue severity: High, Medium and Low?

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Recap: you’re ready!

You know what’s involved in designing UX Tests

You know how to analyse UX videos

You know how to share results that lead to action

To improve your metrics with Insight (not instinct)

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Today’s successful digital professionals use insight from their direct and unfiltered exposure to customers’ real-time experiences to drive decisions.

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I hope WE have

Shared the barriers we face

Understood the power of observing users

De-mystified designing, running and analysing tests

Learned about presenting results

Had fun

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Final quote: “Shut up & listen to users.”

Jakob Nielsen

Open discussion and UX clinic Let’s hear your questionsOR: @wszpOR: peter@kaizen-ux.com