ux basics. testing methods - techhub bucharest oct 2014

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UX. BASICS. TESTING METHODS. Adrian Iacomi @adrianiacomi

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Presentation slides from the Workshop on UX basics and testing methods from October 2014 at TechHub Bucharest. The presentation includes a small presentation of testing methods and how to apply them for real products. The second part of the workshop included work with the participants on their own product, which they have tested together. DISCLAIMER All the websites analysed here were used only for presenting a method/technique, not to grade (truly analyse) the websites. As these were chosen randomly and we do not know the business objectives that drives these websites we can not evaluate objectively the UX of the presented pages, but we can use them to present testing methods for UX.

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Page 1: UX basics. Testing methods - TechHub Bucharest oct 2014

UX. BASICS. TESTING METHODS. Adrian Iacomi @adrianiacomi

Page 2: UX basics. Testing methods - TechHub Bucharest oct 2014

AGENDA 1. About me 2. User Experience (UX) 3. UX testing 4. User tests vs Discount vs No testing 5. Method A : User journey graph 6. Method B : Beat the leader 7. Exercise 8. Results 9. Questions and Answers

Page 3: UX basics. Testing methods - TechHub Bucharest oct 2014

ABOUT ME

15 years in the IT industry (UX Architect, Project Manager)

MSc in UX, IT University of Copenhagen

Experience with eCommerce, eLearning, HealthCare. Clients from EU and US.

Other: tango, biking, snowboarding, photography and design

Page 4: UX basics. Testing methods - TechHub Bucharest oct 2014

UX The questions

Page 5: UX basics. Testing methods - TechHub Bucharest oct 2014

UX [ THE SHORTEST INTRO POSSIBLE ]

What User Experience (UX) refers to all the good and bad feelings that the user is experiencing during and after the usage of your product

Who the project manager, UI designer, IA expert, the man/woman ready to know the user and make him/her “happy”

Why if the user is not “happy” he/she will not use your product and will look for a better experience

How improve the user experience but respect the business goals

Where in the user environment, where he/she uses normally your product

When UX can be improved anytime during the development process, before the launch of the MVP or after the product is already on the market

Page 6: UX basics. Testing methods - TechHub Bucharest oct 2014

UX TESTING The basics

Page 7: UX basics. Testing methods - TechHub Bucharest oct 2014

UX TESTING1. Choose a method (or few)

2. Establish a benchmark (chosen or measured to the market leader)

3. Test with as many relevant users as possible

4. Improve the product

5. Re-test the product using the same method(s) with other users

6. Analyse the improvement points and emphasise on bad experience

7.Focus your next improvement / development stage on the main pain points

Page 8: UX basics. Testing methods - TechHub Bucharest oct 2014

USER TESTS VS DISCOUNT VS NO TESTINGUser testing Discount testing No testing

Methodsuser interviews, focus groups, eye tracking, advanced prototypes, personas, scenarios, etc.

expert review, heuristic evaluation, simple user test, proto-personas, user journey graph

being optimist

Cost high low none

Users 5-many 1-5 0

Time 7-30 days 30 min 0

UX team 3-10 1-3 0

Results plenty few none

Page 9: UX basics. Testing methods - TechHub Bucharest oct 2014

USER JOURNEY GRAPH HEURISTIC MARKUP / EMOTIONAL MAP / FOCUS ON GOALS

1. Establish a goal [a section to be tested]

2. Create a scenario

3. Pick a typical user / ux practitioner [as a user]

4. Record the emotion and reactions of the user while using the website to reach the goal on every page/section/function

5. Create a graph based on the reactions of the user [scale -10 to +10 as reactions]

6. Analyse the top 3 lowest points

7. Add comments: type of failure, severity, how it affects the main goal

Page 10: UX basics. Testing methods - TechHub Bucharest oct 2014

BEAT THE LEADER COMPARATIVE ASSESSMENT / INDUSTRY LEADER / USABILITY HEURISTICS

1. Find the industry leader (e.g. amazon.com) 2. Select areas of your website to analyse [top 3 pain points] 3. Compare the website with the leader in the following areas [usability heuristics]: a. Visibility of system status b. Consistency and standards c. Flexibility d. Aesthetic and minimalist design e. Help user recognize, diagnose and recover from errors f. Help and documentation

4. Give each area a value (-10 to +10) and compare it to the leader

Page 11: UX basics. Testing methods - TechHub Bucharest oct 2014
Page 12: UX basics. Testing methods - TechHub Bucharest oct 2014

EXERCISE Group work

Page 13: UX basics. Testing methods - TechHub Bucharest oct 2014

EXERCISE1. Pick a website / mobile app

2. Make a team (3 max) and chose a team name

3. Choose a user that will navigate, the rest will analyse

4. Apply Method A (15 min)

5. Apply Method B - just one pain point analysed (15 min)

6. Write down few ideas

Page 14: UX basics. Testing methods - TechHub Bucharest oct 2014

RESULTS Group therapy

Page 15: UX basics. Testing methods - TechHub Bucharest oct 2014

QUESTIONS AND ANSWERS

Page 16: UX basics. Testing methods - TechHub Bucharest oct 2014

THANK YOU ☺