cheap and efficient tools euroia09
DESCRIPTION
iQ Content's presentation at EuroIA Copenhagen 2009TRANSCRIPT
Cheap and efficient tools
Engaging users in design when there is no budget and there is no time
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iQ Content
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iQ ContentUsability | Design | Content | Analytics
Does this sound familiar?
“We won’t be doing any user testing for this project. There is just no budget for it, and we don’t have time“
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The Holy Trinity
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Quick
Cheap Valuable
User research
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Traffic analysisUser testingPrototyping
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Traffic analysisUser testingPrototypingPrototyping User testing
NuaMy night at the Odeon
Far far away, behind the word
mountains,
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What people say:
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Traffic analysisUser testingPrototypingPrototyping Traffic analysis
Before After
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Traffic analysisUser testingPrototyping
Quick
Cheap Valuable
User research
IMAGE MAP PROTOTYPES
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Traffic analysisUser testingPrototyping
Not a single line of code required
GOOD THINGS:
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Traffic analysisUser testingPrototyping
Starting from existing wireframes, an image map prototype can be built by an interaction designer in 3 to 5 hours
MORE GOOD THINGS:
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Traffic analysisUser testingPrototyping
Image map prototypes provide enough interactivity to test static web pages
EVEN MORE GOOD THINGS:
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Traffic analysisUser testingPrototyping
You can’t use them to test pages that require user input or move (i.e. web forms, animations, effects, transitions, etc)
BAD THINGS:
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Traffic analysisUser testingPrototyping
Quick
Cheap Valuable
User research
HYBRID PROTOTYPES
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Traffic analysisUser testingPrototyping
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Traffic analysisUser testingPrototyping
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Traffic analysisUser testingPrototyping
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Traffic analysisUser testingPrototyping
http://url.ie/2i4h
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Traffic analysisUser testingPrototypingPrototyping User testing
Quick
Cheap Valuable
User research
USER TESTING
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Traffic analysisUser testingPrototypingPrototyping User testing
Tests carried out in lab with 2 laptops (Windows OS), USB keyboard and mouse, monitor, webcam, microphone and Morae
STANDARD APPROACH:
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Traffic analysisUser testingPrototypingPrototyping User testing
Protocol: 6 to 8 participants compensated with €60 - €70 for 1-hour tests spread along 2 days
STANDARD APPROACH:
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Traffic analysisUser testingPrototypingPrototyping User testing
Tests carried out in client’s point of contact with customers (e.g. bank branch) with 2 laptops (Mac OS), USB keyboard and mouse, monitor and Silverback
INFORMAL APPROACH:
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Traffic analysisUser testingPrototypingPrototyping User testing
Protocol: 15 to 20 participants compensated with €20 for 15-minute tests spread along 2 days
INFORMAL APPROACH:
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Traffic analysisUser testingPrototypingPrototyping User testing
INFORMAL APPROACH GOOD THINGS:
Cheaper and faster
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Traffic analysisUser testingPrototypingPrototyping User testing
STANDARD
INFORMAL
FIXED COSTS VARIABLE COSTS
€3,385 €1,700
€2,940 €140
USER TESTING WITH 7 USERS:
DAYS
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Traffic analysisUser testingPrototypingPrototyping User testing
INFORMAL APPROACH BAD THINGS:
Impossible to recruit participants of a certain profile
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Traffic analysisUser testingPrototypingPrototyping User testing
INFORMAL APPROACH BAD THINGS:
Participants will be already your client’s customers: you’ll learn nothing about prospective customers’ behaviour
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Traffic analysisUser testingPrototypingPrototyping User testing
INFORMAL APPROACH BAD THINGS:
Tests must be short and very focused: no time for pre-test questionnaires or debriefing interviews
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Traffic analysisUser testingPrototypingPrototyping User testing
THE TRICK: USE BOTH
Use the standard approach for exploration, and the informal approach for validation
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Traffic analysisUser testingPrototypingPrototyping User testing
THE BENEFIT: MORE ITERATIONS
Combining the standard and informal approaches, we have squeezed one more round of user testing in our projects
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Traffic analysisUser testingPrototypingPrototyping User testing
THE BENEFIT: MORE ITERATIONS
Before: 2 rounds of standard testingAfter: 1 round of standard testing, 2 rounds of informal testing
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Our initial assumption
Testing IA = Card sorting
Donna Spencer:
Card sorting is a “tool that helps us understand people we are designing for”
Testing IA = Card sorting
Piece 1: Identify key user tasks
Piece 2 - carefully craft wording
Piece 3: image map prototypes x 2
The tests - Round 1 12 users 2 days initially tested the live site as well rotated which version was served first
Key insights
Visible second level nav was critical Home link very useful Terminology, like “plans & costs” vs. “plans & services”
Round 2 Validate new IA Focus on new and existing page designs Just 5 users this time
What did the prototypes do for us?
Ease of prototyping allowed us to quickly adapt to completely new test plan
Shrunk distance between testing artefact and the real thing
Made us confident in our result