remote v moderated usability testing - by paul rouke from prwd
DESCRIPTION
Paul Rouke, Head of Usability at PRWD, talks at the Internet Retailing Conference 2011 on both the importance of usability testing to businesses along with comparing the process and type of insights that moderated and remote usability testing deliversTRANSCRIPT
What is Usability and User Experience?
I’ve fond memories of the session that my talk is about…
What is Usability and User Experience?
Thankfully this is my earlier tweet…
Remote versus ModeratedUsability Testing
by Paul RoukeHead of Usability at PRWD
4th October 2011 @ Internet Retailing Conference Novotel, Hammersmith, London
The UK’s Leading North WestBased Usability & Conversion Optimisation Consultancy
About PRWD
We provide services to help retailers improve their website conversion rate
•Usability testing (moderated & remote)•Expert evaluations•Usability training•In-house consultancy•Conversion rate optimisation
PRWD Clients IncludePRWD clients that we can talk about
How important is usability testing?
Comparison of moderated & remote testing
What business questions can usability testing answer?
A moderated test session with one of you!
Session agenda
How important is usability testing?
Comparison of moderated & remote testing
What business questions can usability testing answer?
A moderated test session with one of you!
Session agenda
We all know how important it is to be considerate of what people want…
especially when buying Christmas presents…
…look what can happen when we’re not!
What is Usability and User Experience?
From experience, usability testing is THE most enlightening and powerful activity that
retailers can carry out to answer a very extensive
range of questions which can be crucial to how their e-commerce
site performs
What is Usability and User Experience?
a short case study...
Matthew Lawson, Head of conversion at Appliances Online
“I introduced user-centered design, but I had to
get the business bought into it. So I did this by
buying 125 videos from WhatUsersDo, where
you set a task for a customer to go away onto
your site and try and make a purchase”
“This gave us 250 hours of footage which was too
much content to watch through. So I used crowd
sourcing... we gave five videos to each senior
manager including the CEO and this gave us insight
into what we needed to change from our
proposition, the size of the images to where we put
the buy button and it actually gave our customers a
voice which went directly to the managers”
What is Usability and User Experience?
Results?
9.5% increase in sales
37% more visitors viewed product videos
11% increase in customer reviews
33% reduction in calls about delivery
What is Usability and User Experience?
Full insights & videos available here
http://bit.ly/lovetesting
Have we ever watched people using our website?Do we actually know why so many people leave our website at a certain stage?Do we know why visitors are choosing to call customer services?Do we know why visitors aren’t clicking on what we want them to?
How much money do we spend getting people to our website versus making sure they do what we want them to do once they are there?
A few questions for you to consider
How important is usability testing?
Comparison of moderated & remote testing
What business questions can usability testing answer?
A moderated test session with one of you!
Session agenda
1
2
3
4
Planning
Testing
Expert Analysis & Reporting
In-house Strategy Presentation
1 Planning
Determining tasks & journey’s
Basic user recruitment
Advanced user recruitment
Recruit client’s customers
Location
Remote Moderated
Anywhere To where you can get to
1
2
3
4
Planning
Testing
Expert Analysis & Reporting
In-house Strategy Presentation
2 Test session - activities
Session is facilitated by a moderator
User’s provide think out-loud feedback
User’s take part on their own computer
User’s asked questions in real-time
Client can observe the sessions live
Client can ask questions live
Remote Moderated
2 Test session - outputs
Screen capture of user’s session
Audio recording of user’s comments
Webcam recording of users
Remote Moderated
2 Test session – turnaround times
Average turnaround times*
Remote Moderated
24 hours 2 weeks
* From finalising scenario to having videos of test session
1
2
3
4
Planning
Testing
Expert Analysis & Reporting
In-house Strategy Presentation
1
2
3
4
Planning
Testing
Expert Analysis & Reporting
In-house Strategy Presentation
4 In-house strategy presentation
What this typically involves
1.Observing video recordings
2.Knowledge sharing on key insights gained
3.Discussing the impact on the business strategy
4.Planning next steps
How important is usability testing?
Comparison of moderated & remote testing
What business questions can usability testing answer?
A moderated test session with one of you!
Session agenda
What is Usability and User Experience?
First of all, what types of insight can usability testing provide?
Online behaviourUser attitudesBrand perceptionCustomer research
Usability & user experience
Usability testing can provide insights on...
& last but by no means least…
What is Usability and User Experience?
What questions do people want to know the answers
to in order to commit to buy/click/proceed?
What is Usability and User Experience?
How do users respond to being forced to register or
create an account?
What is Usability and User Experience?
What are the main reasons you decide not to buy from
a retailer online?
What is Usability and User Experience?
How important are product videos to you and when would
you expect to see them?
What is Usability and User Experience?
67 business questions usability testing can answer
http://bit.ly/67questions
How important is usability testing?
Comparison of moderated & remote testing
What business questions can usability testing answer?
A moderated test session with one of you!
Session agenda
9 women x 9 hours
Some insights from usability testing with our client
XX
How quickly do we want to gain feedback
from users?
What depth of insight do we want
to gain from usability testing?
Connect with me
http://uk.linkedin.com/in/paulrouke
Office:0161 228 0585
Mobile:07739 745 126
Email:paulrouke @ prwd.co.uk
Web:http://www.prwd.co.uk
PRWD22 Lever StreetManchesterM1 1EA
http://twitter.com/paulrouke
Thankyou for listening to “Remote versus Moderated
Usability Testing” by Paul Rouke
Slides, usability testing resources & best practice available here:
http://bit.ly/CROresources