Webinar:How to Scale your UX Research

September 27th, 2012

Intros

Alfonso de la Nuez

Co-Founder & Co-CEO at

UserZoom

Twitter Hashtag #uzwebinar

Deborah Torres

Sr. UX Researcher

& Ops Manager at

Overview

SOS! How can I get all this work done?

How Remote Testing helps scale your UX research

Survey results: Cost of running Usability Testing

How PayPal meets UX research & design challenges

Q&A

In-house UX/CX Professionals: A growing community(including UX Designers, UX Researchers, CX Mgrs, etc.)

Demand for UX: Like never before

Measuringusability.com: The median number of UX/CX Pros has increased between 20% and 30% over the last two years

SOS! How can I get all this work done? Current challenges for UX Researchers

UX: Now strategic, value recognized by C-level execs

Demand for UX: Like never before

But… UX Research & Usability Testing, tend to be costly, time consuming

UXers at Corporations often struggle to meet demand

Today we will look at how software is used in UX research to scale their work, be lean, get more work done with

less

Examples of challenges UXers face

Being agile & efficient

(conducting cost-effective research)

Examples of challenges UXers face

Finding participants

(from different locations and getting them in the Lab)

Examples of challenges UXers face

Defining PERSONAS

“There is no shortcut to creating personas; they are an investment.

Strategic, forward-thinking organizations can build personas as a subset of other research, but when conducted properly as a standalone project, the investment in persona development is somewhere between $80,000 to $120,000.”

Kevin O’Connor is the President of User Insight

Source: UX Magazine: Personas: The Foundation of a Great User Experience, User Insight.

Examples of challenges UXers face

Re-defining IA

Current challenges for UX Researchers

Prototype Testing

(once again, there’s a need to be AGILE)

Current challenges for UX Researchers

International (or country-wide) Research

Qual + quant

(triangulation of data)

Source: Measuringusability.com

Examples of challenges UXers face

UX Benchmarking

(Running before and after studies, measuring UX)

How Remote Unmoderated Testing helps scale your UX research

Potential issues/challenges How Remote Unmoderated Testing & Online Research helps

Being agile & efficient • Cost of participants reduced by 80%• No moderation needed• Much of the analysis is automated

Finding participants • Plenty of Panel companies using high quality recruiting (Research Now, Survey Sampling Int’l, Toluna, etc)

Defining PERSONAS • True Intent Surveys help to find out who comes to your site and why they visit

Re-defining IA • Online Card Sorting, Tree Testing and Click Testing

Prototype Testing • Any HTML interface can be tested remotely, allows you to collect feedback in hours

International (or country-wide) Research

• Set up the study in local language, launch in different countries, manage from your office

Qual + quant (triangulation of data) • Task-based surveys help you quantify usability

UX Benchmarking • Conducting cost-effective ‘before and after’ studies and competitive UX research

Types of Remote Unmoderated Testing tools & solutions

Task-based surveys

Types of Remote Unmoderated Testing tools & solutions

IA Tools

Card Sorting Tree Testing Click Testing

Types of Remote Unmoderated Testing tools & solutions

Video Tools

In-lab Unmoderated Remote

Total time to conduct a study 3-6 weeks 1-2 weeks

Total in-session time 60 min 15-30 min

Total number of participants 5 - 14 60%: >5030%: >200

Total cost to conduct a study $10,000 - $19,000 Less than $1,000

Survey Results: Total N=65Date: August 2012 – September 2012

Survey results: Cost of running Usability Testing

Comparison: In-person vs Remote Unmoderated Usability Testing

Case Study: How PayPal meets UX research & design goals

Deborah Torres

Sr. UX Researcher

& Ops Manager at

Challenge #1: Delivering quality insights

Q2 2012 Fast FactsSource: www.paypal-media.com

113.2 million active accounts

21 localized websites

25 currencies

$4,281 transacted every second: Q2’12

$118 billion processed in 2011

So, we have to be confident in our results

Self-Reported

Observed

Qualitative Quantitative

Surveys Online (NPS, Brand Tracking)

Surveys (Intercepts)(e.g. Opinion Lab)

Customer Support Data

Online Quantitative Usability Research

Mental Model Card Sorting

BioMetrics

Eye Tracking

Focus Groups / Voices

Phone Interviews

Diary Study - Longitudinal

In-depth Interviews

A/ B Live testing

Data mining/ Analysis

Usability Testing

Field Visits

Framework graciously borrowed from Christian Rohrer

Self-Reported

Observed

Qualitative Quantitative

Surveys Online (NPS, Brand Tracking)

Surveys (Intercepts)(e.g. Opinion Lab)

Online Quantitative Usability Research

Focus Groups / Voices

Phone Interviews

Diary Study - Longitudinal

In-depth Interviews

A/ B Live testing

Data mining/ Analysis

Usability Testing

Field Visits

Framework graciously borrowed from Christian Rohrer

Mental Model Card Sorting

BioMetrics

Eye Tracking

Customer Support Data

Triangulation tells a complete story and increases credibility

(fast and cheap!)

Challenge #2: Execute with maximum efficiency

Limited budget

Quick turnaround

Limited resources

Small research team

Small team of 6 UX Researchers

Consider tools to maximize your efficiency

Case Study #1

“We need a usability test.”

Reduce CS contacts for account servicing

issues

Make it easier for users to update

account info

1. Identify top tasks

2.Understand mental model

3. Gather qualitative

feedback on new designs

Card SortTracker survey + web traffic

Usability Test

1. Identify top tasks

2.Understand mental model

3. Gather qualitative

feedback on new designs

Card SortTracker survey + web traffic

Usability Test

Sample Card Sort In-Lab Remote Unmoderated

Best for: Qualitative feedback Quantitative feedback

Sample size per segment 6 – 8 participants >100

Potential time spent

Potential cost $$$ $

1. Identify top tasks

2.Understand mental model

3. Gather qualitative

feedback on new designs

Card SortTracker survey + web traffic

Usability Test

Case Study #2

“We need a usability test.”

Improve discoverability and

findability on PayPal.com

Website IA

1. Understand mental model

globally

2. Gather qualitative

feedback on proposed IA

3. Compare current IA vs. proposed IA

Usability + Tree Testing

Card Sort Tree Testing

1. Understand mental model

globally

2. Gather qualitative

feedback on proposed IA

3. Compare current IA vs. proposed IA

Usability + Tree Testing

Card Sort Tree Testing

Triangulation tells a complete story and increases credibility

Consider tools to maximize your efficiency

Challenges

Deliver quality insights

Triangulate using multiple research methods

Instill confidence in results

Execute with maximum efficiency

With limited resources (time, budget, small team)

Across the globe

Q&A

Thanks so much for your time!

Check out our upcoming news and events at www.userzoom.com

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