etl may 2010
DESCRIPTION
The official slides from our day-long workshop, Escape The LabTRANSCRIPT
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ESCAPE THE LAB
Pleasestand by
WILL!BEGIN!AT 9:00
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ESCAPE THE LABLET’S!GET!STARTED!MMKAY?
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I’m CydHe’s Nate
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#ETLAB
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remoteUSABILITY
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oh
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and
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also
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NO
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time
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travel
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OR
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lasers
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HOW!TO!BEgraceful
When All Your
TECHNOLOGYBREAKS
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PLEASE DON’T TRIPON!THE!CABLES
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Follow the buddy system
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How about you all?
Best remote research storyMost important thing to get out of today?Biggest fear or skepticism about remote research?
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Go TO escapethelab.com NOW
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Remote Research
Definition:
Research where the participant is not sharing physical space with the researcher.
In personRemote
% of qualitative research done remotely*
*Source: BP’s best guess
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What we’ll cover today
RecruitingModeratedUnmoderatedResultsPitfalls
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We shall begin...with a little experiment
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EXERCISEJUMP IN THE POOL
Table groups
Pick one moderator and one participant
(they need to be in different locations)
10 minutes of moderating
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MODERATOR Instructions
Your participant has a sheet of paper and a linkGoal: find out what’s hardest about presenting physical task instructions onlineHint: ask them to give you a play by play of what they are doingFollow along with your own paper
NO helping, even if you could.
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It’s A RACE
First participant to make an origami giraffe is the winner
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Surprises?
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When does remote win?
Page 10-15
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Native Environment
Cheap ethnography, not cheap lab.
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Real Time
Allows self-motivated tasks.
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Involved Observers
Easier to collaborate in real time.
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Geography
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When does remote fail?
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Bandwidth
Yes, it’s still an issue.
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Translation
It’s expensive and difficult to do live.
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Minors
Consent is a bear.Especially if they’re under 13.
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FacesWe’ve all got webcams today.
Most users don’t.Webcams are invasive.
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CASE STUDY: Epic FAIL
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What went wrong
Coins were way more valuable than we expectedPeople mis-assessed their English levelsBandwidth was really a problemNobody plays Habbo when their parents are home to consent
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making the most
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TIME-AWARE TasksTold to find purple pumps.
Doesn’t care.
Has to wear this for sister’s wedding this weekend.
Whole different interaction.
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Real Time OBservers
More on page 109-111
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Change on the fly
“No one seems engaged in the laptop customizer”
“Let’s add questions about who they get recommendations from”
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Designing Remote Studies
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plan these things
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plan these things
MethodRecruitingLogistics
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MODERATED must-haves
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MODERATED must-haves
Consent
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MODERATED must-haves
ConsentTech set-up
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MODERATED must-haves
ConsentTech set-upThe beef
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MODERATED must-haves
ConsentTech set-upThe beefDe-installation
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MODERATED must-haves
ConsentTech set-upThe beefDe-installationThanks & incentive
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UNMODERATED must-haves
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UNMODERATED must-haves
Expectation setting
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UNMODERATED must-haves
Expectation settingInstructions
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UNMODERATED must-haves
Expectation settingInstructionsThe beef
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UNMODERATED must-haves
Expectation settingInstructionsThe beefThanks & incentive
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Recruiting
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Recruiting
Same: Good “talkers”Same: Demographic fits
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Recruiting
Same: Good “talkers”Same: Demographic fitsDifferent: Relevant current tasksDifferent: Compatible tech
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Logistics: What & How
Provide test targetAccessCredentials
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Logistics: Who & When
How to connect with the user (we’ll discuss in Tools)
Managing time zonesSession length
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Paying Incentives
Collect minimal personal infoDeliver quicklyAppropriate for location
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Advanced planning:hybrid studies
Why use only one method?Some methods don’t tell you the why3-5 remote interviews is all you need
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Portable Research
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BREAK
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Recruiting for Remote
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We all need people
Relevant tasksCompatible techGood talkersDemographic fitsIn the moment
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Gold Standard
Live recruitingGet as close as you can
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Recruiting Options
EthnioLinks or house ads to online formsRecruiting agenciesCustomer email listsPanelsCraigslist/online ads
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use Ethnio when
Website accessSome budgetQuotas are relatively simple
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use forms when
You can place a link but not codeLow budgetQuotas are relatively complexOptions:
Google Docs
Wufoo
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Google docs
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use Agencies when
No website accessHigher budgetOnline recruiting failed
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Customer lists
Sub-segmentsOwnership requirementsNo website access
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PANELSFriday, May 7, 2010
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Craigslist & forums
When other methods don’t workNo doughTakes a whileEmbarrassing to admit
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the Gold Standard again
Live recruitingGet as close as you can
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Live Recruiting Math(for interviews)
Target: 6 recruits/hourAllow for: 1% response (low average)
You Need: 8-10,000 uniques/day
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Page 56
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Screener constraints
Keep it shortDifferent from surveysWho gets paid?
Page 60-63
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Remember the Point
Tasks that align with research goalsTechnical compatibilityControl demographics
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EXERCISE
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Your best questions
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GO EAT LUNCH
Famished
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exercise
We recommend:Split Pea Seduction, 6th & Minna
Custom Burger, 7th & Natoma
Tony Baloney’s, 7th & Howard
Tin Vietnamese, Howard & 6th
Harvest Market, Natoma & 8th
Sightglass Coffee, 7th & Folsom
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exercise
We recommend:Split Pea Seduction, 6th & Minna
Custom Burger, 7th & Natoma
Tony Baloney’s, 7th & Howard
Tin Vietnamese, Howard & 6th
Harvest Market, Natoma & 8th
Sightglass Coffee, 7th & Folsom
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ESCAPE THE LAB
Pleasestand by
WILL!RESUME!AT 1:15
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welcome back
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Tweet why you hate remote research #ETLABWin a copy of Silverback
Time for a
contest!
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Remote Research Toolkit
MODERATEDmost of
Chapter 8
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5 easy pieces
Talk to the userSee what they’re doingTake notes (optional)
Involve observers (optional)
Record audio & video (optional)
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Communication
Reliable
Can be expensive for international
Conference calls needed for observers
phone
Cheap or free
Harder for users
Can combine with screensharing to stress user’s connection
Skype
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Adobe Connect
LiveLook
WebEx*
GoToMeeting
Standalone
UserVue (RIP)
FuzeMeeting (new)
Integrated
Screensharing
*WebEx also has mobile versions
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Adobe Connect
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FuzeMeeting(New)
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Livelook
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Webex
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GoToMeeting
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Taking Notes
Second monitor if possibleExcel Hack (for time codes)
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How to rig your notes
Leave one column (A) empty for notes.
Set the cells of the next column (B) to record the clock time of each entry in A.
=IF(A2=“”,“”,IF(B2=“”,NOW(),B2))
Set the cells of the next column (C) to record the difference between the first entry and the current entry
=IF(ISERROR(B2-$B$2),“”,B2-$B$2)
Fill down (Ctrl-D). Expect to use up to 120 rows for a session.
Hide column B. You’ll never need to see it
What the formulas look like
Auto timestamp!
Don’t write this
down, it’s on page 104
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Observer Involvement
IMWeb Chat RoomsIntegrated ChatPassing Notes
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Recording Tools
Phone Patch
Cables
HardwareCamtasia (Windows)
iShowU HD (Mac)
Software
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Phone patch set up
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Simple Set-up
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Intermediate Set-up
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Advanced Set-up
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Friday, May 7, 2010
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exercise
Roll your ownWhat will be your base set-up?
Write it down
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Your version?
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Winners!!
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Moderating for Remote
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Is it really any different?
(Short answer: some.)
Page 94-99
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Question from the BP inbox yesterday
It would have actually helped to know how many users the authors recommend for a tar* type of test. In a regular user test , many of us have seen how findings repeat a#er 5 -8 users of each user type are observed. However, here we don't always know which task a user will be doing when we interrupt them. So in cases where we really are following users along as they complete what they came to do, how many useres should we target ? Given that the authors have been doing this for a while a recommendation from them on how many users to target and their notes on the topic would have been really interesting.
*Time-Aware Research
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Making passionate tasks work
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Making passionate tasks work
Recruit for relevant current tasksScript for customizable tasks
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Re-script for remote
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Re-script for remote
“Ok, I’d like you to start from the homepage, pretend you are shopping for groceries for
a party, and buy some paper plates.”
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MODERATED must-haves
Also see37-43
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MODERATED must-haves
ConsentAlso see
37-43
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MODERATED must-haves
ConsentTech set-up
Also see37-43
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MODERATED must-haves
ConsentTech set-upThe beef
Also see37-43
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MODERATED must-haves
ConsentTech set-upThe beefDe-installation
Also see37-43
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MODERATED must-haves
ConsentTech set-upThe beefDe-installationThanks & incentive
Also see37-43
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Chances are they’ve never done this before
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What they worry about
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Who are you and can I trust you?
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If you can see my screen,can you see my face?
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Will you be able to takecontrol of my computer?
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Will you help me get the plug-inoff my computer at the end?
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Will this work if I have afirewall/proxy/strict IT department?
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Is this going to end up onYouTube?
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Will I really get the incentiveif I do this?
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How long will it take?
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Is it OK if I have to take a quick callin the middle?
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Is it OK if my kids/dog/fratmates are making noise in the background?
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OXYMORON?Remote empathy
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Phone Interviewing Specifics
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Pitfalls
Things sound leading
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Body language is hugeActual language is important too
Make sure you’re comfortable
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EXERCISE
Practice screensharingModerator, Participant, at least one observerUse the script in your packet as a starting pointGet your participant all set up and ready to start an interview
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How did it go?
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Advanced TechniquesHigh Emotions
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Advanced TechniquesOne to many moderation
Multi-threadingFriday, May 7, 2010
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Future Frontiers
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BREAK
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Remote Research Toolkit
UNMODERATED
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3 parts
Provide test targetRecord user behaviorCapture comments (optional)
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AUTOMATED Tools
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What do you want to do?
Get freeform data cheaplyQuantify user behaviorsConceptual & IA testing
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This stuff is pretty cheap
• Usabilla $0-950/yr• Optimal Workshop $559-1350/yr• Loop11 $350/study• OpenHallway $19-199/mo• UserTesting.com $39/user• Feedback Army $10/10 users
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UserTesting.com
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UserTesting.com
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UserTesting.com
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UserTesting.com
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Using your own recruitsSet up an accountEmail [email protected] with:
the URL where your target livesthe scenario (500 char limit)tasks (2000 char limit)up to 4 questions to be answered in writing at the end
Request a UserTesting URL for your study
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Loop11
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Loop11
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Loop11
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Loop11
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Loop11
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Usabilla
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Optimal Workshop
Treejack Chalkmark
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EXERCISE
Choose one of these toolsSign up for a test accountCreate a 15-minute test for any website you like
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RESULTS
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Session VideosHeatmaps
NotesCompletion RatesCard Sort Groups
Lions, Tigers, Bears...
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Telling a storyIf you have time-coded notes, you can make highlight videosIf you have user comments, you can do tag analysis or make word cloudsIf you have numbers, you can compare to benchmarksIf you have card groups you can do cluster analysis
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Case Study: Data Mismatch
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Qualitative Results
16 remote interviewsWorst findability BP has ever observedRecommendation to burn it down and start over
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Your task is to make an appointment with a pediatric arrhythmia specialist at Children’s Hospital. Once you have found it, please remember or write down the phone number you would call to make an appointment by phone, as you will be asked for that information later on.
Answers distribution N Mean* 1 2 3 4 5 6 7
! The phone number search has been... *[1=Extremely difficult / 7=Extremely easy]
2% (1) 2%
(1) 10% (5) 18%
(9) 18% (9) 24%
(12) 26% (13) 50 5.2
EFFECTIVENESS RATIOS EFFICIENCY Success users Only
Time (mm:ss) Mean time per task 01:36 Standard deviation 00:47
Clicks Mean clicks per task 6
(exact value: 6) Standard deviation 4
(exact value: 4.4)
???
Quantitative Data
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What happened?
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32 page report, distilled
1 terrible 2 3 4
neutral 5 6 7 excellent UserZoom’s red
flag minimum
Hospital reputation Search ease
of use Navigation ease of use
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What’s different IRL?
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Recording1 more button to press
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Observer inputOne more stream on your screen
(Possibly 2 or 3)
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NotesTap, tap, tapping away
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So, what could go wrong?
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3 points of failure
Technologyyours
participant’s
observer’s
RecruitingTest Design
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Control what you can control
Which is, your set up.You wouldn’t go backpacking without checking your gear.Do it 24 hours in advance. Or else.
Page 240-241
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Prepare for whatyou can’t control
User’s dog trips over power cordInternet affected by local weatherUser can’t installDoesn’t know how to install
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Mid-SessionTech
Problems
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Live Recruiting Problems
What if they gave a study and nobody came?
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Increase exposure
When you’re not getting enough viewsWhen the wrong type of users are responding
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Increase incentives
When it’s cheaperWhen you’re almost getting enoughWhen segments are tough
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Switch methodsWhen base traffic level isn’t high enough
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Script ProblemsCut the BS.
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The bottom lineIf they’re not engaged,
something’s wrong.
Friday, May 7, 2010
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Burn the scriptFind out what matters.
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QUESTIONS
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kthxbai.
Friday, May 7, 2010