diy website usability testing
DESCRIPTION
Video is here: http://bit.ly/ac0jSA Slides from a presentation I gave at WordCamp Boulder 2010. It's all about no-excuse usability testing - how to do it yourself and on the cheap. Because, if it's worth putting on the web, it's worth testing. Now, super-sized with NOTES!!TRANSCRIPT
![Page 1: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/1.jpg)
with Steve!@CleverCubed
DIY USABILITY TESTINGor
“The Legend of the Untested Website”A tale of pain and lost conversions
![Page 2: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/2.jpg)
Web Usability:
WHAT?
What is website usability?
![Page 3: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/3.jpg)
Usability:How well we can use and learn a product in order to achieve a particular goal, and how satisfied we are with the process.
The “technical” definition… *yawn*
![Page 4: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/4.jpg)
Let me explain:On every website, there are obstacles between users and their goal.
![Page 5: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/5.jpg)
The goal of good usability is to remove those obstacles.
![Page 6: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/6.jpg)
$=+
Because Users + Goals = More Money…
![Page 7: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/7.jpg)
=+
…and a happier world.
![Page 8: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/8.jpg)
WHAT?
Some usability mistakes are obvious…
![Page 9: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/9.jpg)
WHAT?
…some seem like a good idea at the time, but in practice are just confusing.
![Page 10: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/10.jpg)
WHAT?
Any guesses as to what business this company is in? Check out their site: http://www.factorylabs.com/
![Page 11: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/11.jpg)
WHAT?
Just TRY to navigate around this website:http://www.thomasedison.org/
![Page 12: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/12.jpg)
WHAT?
How long will it take you to find the listing of categories on this website? Or, what Reddit even is? http://www.reddit.com/
![Page 13: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/13.jpg)
This site is a travesty. There are so many problems, I don’t know where to start http://www.gizmodo.com/
![Page 14: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/14.jpg)
Web Usability:
WHY?
So, why bother with user testing at all?“I built the site, it makes sense to me!!”
![Page 15: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/15.jpg)
WHY?
We think we know our users, but we don’t.
![Page 16: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/16.jpg)
WHY?
We think people use our sites like this…
![Page 17: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/17.jpg)
WHY?
…when they really use them like this.
![Page 18: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/18.jpg)
Know the user, and know you are not the user
- Arnie Lund
“”
![Page 19: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/19.jpg)
WHY?
Modern retail has learned a lot from customer research.We feel bad if we leave a grocery store WITHOUT buying something!
![Page 20: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/20.jpg)
58%Cart Abandonment
WHY?
Ecommerce Research:
- Source: Inc. Magazine, 2009
But we still have a lot to learn on the web.
![Page 21: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/21.jpg)
ImprovedUsability
Average 83% increase!- Source: The Nielsen Norman Group, 2008
WHY?
Improving nothing but the usability of a websitecan have MASSIVE implications.
![Page 22: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/22.jpg)
If they can't use it,they won't.
WHY?
- Me
“”
![Page 23: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/23.jpg)
WHY?
Our users aren’t stupid! It’s not their fault.
![Page 24: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/24.jpg)
WHY?
To reach them and design for them, we need to understand them.
![Page 25: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/25.jpg)
Web Usability:
HOW?
![Page 26: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/26.jpg)
HOW?
Usability Labs
Most people think of big expensive usability labs.
![Page 27: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/27.jpg)
HOW?
Eye Tracking
Some people love the idea of eye tracking.
![Page 28: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/28.jpg)
HOW?
Heat Maps
Eye tracking produces Heat Maps(not always as useful as you’d think)
![Page 29: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/29.jpg)
HOW?
Gaze Maps
Gaze Maps show you in which order people looked at things.
![Page 30: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/30.jpg)
HOW?
DIY = No-ExcuseUsabilityTesting
But we’re going to talk about doing it yourself. On the cheap.Because, if it’s worth putting on the web, it’s worth testing.
![Page 31: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/31.jpg)
HOW?
In-Person Testing
THE book about DIY In-Person Usability Testing“Rocket Surgery Made Easy” by Steve Krug
![Page 32: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/32.jpg)
In-Person Tools : Macwww.silverbackapp.com
HOW?
These applications video record the user, their screen, and where they click for later review.
![Page 33: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/33.jpg)
In-Person Tools : Windowswww.camtasia.com
HOW?
These applications video record the user, their screen, and where they click for later review.
![Page 34: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/34.jpg)
HOW?
In-Person Testing
THE book about DIY Remote Usability Testing“Remote Research” by Nate Bolt and Tony Tulathimutte
![Page 35: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/35.jpg)
Remote Testing Tools : Automatedwww.UserTesting.com
HOW?
Automated tools find users for you based on demographics.
![Page 36: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/36.jpg)
Remote Testing Tools : Automatedwww.userlytics.com
HOW?
Automated tools find users for you based on demographics.
![Page 37: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/37.jpg)
Remote Testing Tools : BYOUwww.usabilla.com
HOW?
You have to “BYOU” (Bring Your Own Users), but they run the test.
![Page 38: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/38.jpg)
Remote Testing Tools : BYOUwww.loop11.com
HOW?
You have to “BYOU” (Bring Your Own Users), but they run the test.
![Page 39: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/39.jpg)
HOW?
When do we test?
Answer: in every stage of the project.
![Page 40: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/40.jpg)
Before design/redesign
Test competitors’ sites
HOW?
…to find best practices, what users love, what they hate. Just looking for generalities.
![Page 41: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/41.jpg)
Before design/redesign
Test the current site
HOW?
…to find what to keep and what to throw out.You may find that you don’t need a full redesign, just a realignment!
![Page 42: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/42.jpg)
During design
Wireframes
HOW?
The earlier you test, the easier and cheaper it is to make changes.
![Page 43: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/43.jpg)
During design
Paper Prototypes
HOW?
Yes, pointing at a piece of paper WILL get you actionable results.
![Page 44: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/44.jpg)
During design
Working prototypes
HOW?
If you have working prototypes, test them.
![Page 45: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/45.jpg)
Post design
Actual website
HOW?
And, of course, ALWAYS test the final website BEFORE launching it.
![Page 46: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/46.jpg)
What you need:• 3-5 people
• 3-5 task-based scenarios
• 30-50 min each
• Moderator and note-taker (or video)
• Gift: $50-$75 (Amazon gift card)
HOW?
![Page 47: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/47.jpg)
Where to find people
• Ask the client for sources
• Friends and family
• Co-workers
• Craigslist “gigs” section
HOW?
![Page 48: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/48.jpg)
Tell the user…
• “We’re testing the WEBSITE, not you”
• “Think out loud as much as possible”
• “Be brutally honest - we need your help!”
HOW?
![Page 49: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/49.jpg)
You, the moderator…
• Don’t help them complete tasks
• Ask “Why” and “What are you thinking”
• Answer questions with questions
HOW?
![Page 50: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/50.jpg)
Web Usability:
WHAT NOW?
Okay, I’ve done all the testing, NOW what do I do?
![Page 51: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/51.jpg)
• Analyze the data
• Look for trends
• Change the big problems
• Rinse and repeat
WHAT NOW?
Post-Testing:
![Page 52: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/52.jpg)
Do the changes HAVE to be…
BIG?
WHAT NOW?
![Page 53: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/53.jpg)
NOWHAT NOW?
200% increase in signups
37 Signals famously changed their button from “Free Trial” to “See Plans and Pricing” (based on testing) for a massive increase.
![Page 54: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/54.jpg)
Do the changes HAVE to be…
EXPEN$IVE?
WHAT NOW?
![Page 55: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/55.jpg)
Especially if youTEST AT THE BEGINNING
WHAT NOW?
NO
I repeat: ESPECIALLY if you test at the BEGINNING!
![Page 56: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/56.jpg)
Microsoft’s Bing.com
WHAT NOW?
$80 millionincreased ad revenue
- Source: Paul Ray, UX Manager, Bing.com
vs.
Bing changed their link results from light blue to dark blue (based on testing) for a MASSIVE increase in revenue. That’s a 5 minute fix.
![Page 57: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/57.jpg)
TEST IT!
WHAT NOW?
You no longer have an excuse…
![Page 58: DIY Website Usability Testing](https://reader035.vdocuments.us/reader035/viewer/2022062220/554ba129b4c905b8618b4a77/html5/thumbnails/58.jpg)
Steve [email protected]@clevercubed.com970-481-9682