userneeds! @anous

User Checks!Get to a better design fast

Workshop by Userneeds - Anouschka Scholten September 12, 2015

userneeds! @anous

Quantitative methods

userneeds! @anous

Make people’s lives better.

userneeds! @anous

userneeds! @anous

People do not always do what you think they do!People do not always do what you tell them to do!People do not always do what they think they do!People do not always do what they say they do!!Observations and asking why makes you find out what people really do and need!

userneeds! @anous

Usability testing is about

observing behaviour Watch the user do what comes naturally,while performing a task (thinking aloud).

Don't help.Not asking about opinion.

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empat!a key function of usability testing

usability testing enables you to really see, hear and find out what moves your users

the ability to see an experience through another person’s eyes

w Getting to

hy!

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Usability ROI

•  Increased conversion rates whatever the user goal is (purchase, download, troubleshooting etc), they can achieve it with ease

•  Increased productivity

•  Reduced need for help desk intervention

•  Reduced fall off rate at checkout

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No usability testing

•  Customer dissatisfaction

•  Lose of potential income

•  Losing money on marketing

•  Higher development costs

•  Bad reputation

•  Staying behind the competition

userneeds! @anous

user checks!& traditional usability testing!

userneeds! @anous

Usability Test traditional

1 round of testing"In a lab environment, eye tracking Moderator is a UX researcher Process based

userneeds! @anous

Traditional Usablity test drawbacks

•  1 time, at end design process

•  An extensive report, little or no redesign

•  No retest

•  Not in user context

•  High costs: lab, eye tracking, special UX researcher

•  Product team indirectly involved

•  Schedule well in advance (at least 1 month)

userneeds! @anous

userneeds! @anous

Test and retest within 1-3 weeks In the users context, quick and easy set up Designer conducts the test, team directly involved Value based

User Checks Agile Usability Test

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User Checks Agile Usability Testing

6 Evaluate Priortize

Improvements 2. ROUND

3. Evaluate Priortize Improvements

5. ROUND

1. Design / MVP

4. Improved Design /

MVP

7. Improved Design /

MVP

Repeat or

develop

Based on the RITE-model: https://uxmag.com/articles/the-rite-way-to-prototype

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0. PrepareFocus test, informed by data and user feedback; what is the goal, what do you want to improve, where do you want to find out the WHY

User Checks steps

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1. The MVP/PrototypeThe test subject, if in design phase with focus on problem area, prototyped.

User Checks steps

userneeds! @anous

2. User Checks – Round 1Observe 2 or 3 real users, attempt real task(s); conduct simple usability test per user > user check(UX) designer as moderator, team member as observer. Preferably in context user

User Checks steps

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3. From findings to improvementsWhat have we learned, prioritize, what are improvements. Via KJ-method and Impact/effort matrix Sources: http://www.uie.com/articles/kj_technique/ and http://www.innovationgames.com/impact-effort-matrix/

User Checks steps

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4. Improved design > 5. User Checks Round 2Improve the prototype, do a 2nd round of user checks with the next 2 or 3 real users (not the same as round 1!)

User Checks steps

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6. Findings and improvements > 7. Improved designCollect and group findings, prioritize. Think of design improvements, prioritize and implement in better designRepeat the process or implement design

User Checks steps

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Outsourcing your user research work is like outsourcing your vacation.  It gets the job done, but probably won’t have the effects you were seeking. Jared Spoolhttp://www.uie.com/brainsparks/2011/08/02/outsourcing-your-user-research-is-like-outsourcing-your-vacation/

“

userneeds! @anous

examples!

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Design new site ggdhaaglanden.nl User check with a doctor in his office

GGD Haaglanden project Angi Studio:" http://angistudio.com/cases/ggd-haaglanden.html

userneeds! @anous GGD Haaglanden project Angi Studio: http://angistudio.com/cases/ggd-haaglanden.html User Checks during completely new design

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“ Bij Meiden verwacht ik 14 tot 21...oh, ik denk dat ik toch wel in die doelgroep val als ik het zo lees ? “ “LINDA.Girls.. I expect this is for 14 till 21 year old… oh, reading this subscription I think it actually does fit me?”

Pop-up information about LINDA.meiden

Project Angi Studio: http://angistudio.com

Redesign LINDA subscription

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“Zo onder elkaar is duidelijk, je kunt er zo doorheen” “Very clear and easy to walk through this way, underneath each other”

Sub home Subscription with incentive - mobile

Lange lijst om te scrollen vormde geen enkel probleem Scrolling was no problem at all on mobile

2e round: de footer met menu, werd wel gebruikt Footer with next step was used

Navigeren met hoofdmenu gebeurde eerst ronde niet. Sticky menu bood ook geen oplossing Navigating via main menu on top wasn’t used, it was ignored, even with a sticky menu… dead end alert!

Project van Angi Studio: http://angistudio.com/

userneeds! @anous

User Checks during redesign Greenchoice.nl, project Angi Studio:"http://angistudio.com/cases/greenchoice.html

userneeds! @anous Subsidie aanvraagsysteem Gemeente Den Haag, project Angi Studio: http://angistudio.com/cases/gemeentelijk-subsidie-loket.html

User Checks during completely new design

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User checks drawbacks

•  Too unexperienced biased designer

•  Heavy pressure on improving the design within agile process (keeping in pace with development)

•  With ‘high fidelity’ testing it demands velocity for retest with high multidisciplinary efforts: product owners, IxD, visual design and content

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Compared

Cost From 10.000 EUR From 5.000 EUR

Test participants 6-8 once 2 rounds with 3 participants

Who performs UX researchers/specialists only

Product team (designers, product owner, developers)

Where Lab In context user or meeting room

How often Once Twice or more

With 1 MVP/design 2 or more variations of MVP/design

Equipment Laptop/mobile, Eytracking, video

Laptop/mobile, audio- and screen capture

Plan At least 1 month upfront Recruit (target) users and conduct

You get Report, 1-2 weeks later A better design and retest in 1-3 weeks Engaged team

Tradit. usability tests User checks

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Get down to it!

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What to test ?

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When to test

•  Early as possible

•  Often as possible

ROI

•  Save on development time

•  Less support calls/e-mails

•  More conversion

userneeds! @anous

Procedure usability test 1.  Let your user experience the prototype/MVP/site

Observe don’t tell. Put your prototype in the user’s hands (or your user in the prototype) and give just the minimum context so they understand what to do. Give them a task..

2.  Have them talk through their experience (talk aloud) For example, when appropriate, as the host, ask “Tell me what you are thinking as you are doing this.”

3.  Actively observe Watch how they use (and misuse!) what you have given them. Don’t immediately “correct” what your user tester is doing.

4.  Follow up with questions This is important; often this is the most valuable part of testing. “Show me why this would [not] work for you.” “Can you tell me more about how this made you feel?” “Why?”"Answer questions with questions (i.e “well, what do you think that button does”)

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Key: moderating the test If they… Say…

Are not talking “What are you thinking?”

Ask you a question (e.g. “Is that what I should do here?”)

Rephrase the question (e.g “ What do you think you should do?”)

Get a task right or wrong “Thank you , that is very helpful”"“Thanks for the feedback”

Mess up “Remember, you can’t make any mistakes. You’re doing a great job.”

Are unsure if they have completed a task and ask you

“Is this what you would do if you were doing X at home?”

Criticize the design “Thanks for the feedback”

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User Checks set up •  Test script with real tasks

•  Real target users as participants

•  Ideally conducted in context user on their own device

•  Record audio and screen capture

•  1 test moderator, 1 observer (more observers are possible, but not too much and really on the background)

userneeds! @anous

Test script-agenda

1.  Introduction and questions up front

2.  Situation sketch + think aloud instruction

3.  Think aloud session

4.  Evaluate session, open questions

5.  End session - thank participant

userneeds! @anous

1. Example Introduction Thank you for participating, we really appreciate it!

I’m <name> and there is one person besides me <name> is also here. We’re helping a company to develop a new service / to optimize a website

This company cares about their customers and thinks it’s very important to involve potential customers when developing new services. They want the new service to be valuable for you.

That’s why we want to ask you some questions and along the way we’d like show you the service/site. You can walk through it.

 The interview takes about a 20 minutes. If you do not understand something, or you want to add something, do not hesitate to interrupt me!

 Do you mind if we record the session for future reference within our organisation? Everything we discuss and record is confidential; we will not share things without your permission!

Any questions?

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Task-think aloud instruction You are going to see: a draft proposal of the service, which has not yet been developed/ the site now.

<if a proptotype> The proposal is only images. It looks finished and you can click through it, but most of it is not working yet. It’s also not as fast as a normal app and you can’t do anything wrong.

<Situation sketch and task>

Please open the link on your mobile phone and walk through the app.Can you please say things aloud? Not to me, but for yourself? Everything you do or say is fine, eg. Also "what the hell is this ?! ’.

You can start now by clicking the link

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Evaluation questions Evaluation questions after the think aloud task, zoom in to what you observed, like:

•  You mentioned… what did you mean with that?

•  I saw you doing… why? What did you expect? How would you call it?

•  You didn’t go to … why not? What do you expect to find?

Also ask service, product or content specific questions, e.g.:

•  You read this advice/text thoroughly, why?

•  You were going back and fourth between product X and Y, why?

•  You chose X and said something about the participants, what did you mean with that ?

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a case!

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Tell us

•  The main goal(s) of the site/application

•  Target users

•  Main tasks, main questions of the users

•  Context of use

Do not tell us how you think the site works now!!!

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Volunteers

•  2 moderators

•  2 users

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Observers

•  Yellow sticky notes for findings •  Objective, record behaviour! •  ONLY write down what you observe, like: “ mentions

X and doesn’t seem to not know what X is”; sighs heavily on returning to; is confused about; does not know where to go next, gets frustrated;….

•  Other coloured sticky notes for possible improvements that pop up in your mind, like: feedback is missing; label is not understood; no focus; X doesn’t meet expectation;…

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Observe the user’s behaviour

Note every occasion the user:

•  hesitates, worries, or is forced to think

•  misunderstands something

•  gets frustrated or annoyed

•  gives up

•  is surprised

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1st user check session!20 min !2nd user check session!20 min !Findings & improvements!20 min !

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The findings, issues Evaluate Findings

•  Collect Findings

•  Prioritize issues to be solved: prioritize from the business/user goals perspective, rate them

Do this with the whole team

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Design improvements

Evaluate Findings

•  Improvements on every level, note down (labeling, content, categorization, visual assets, interaction, concept, flow, persuasion) > but keep the business/user goals perspective in mind (focus)!

•  Prioritize by Impact & Effort (matrix) or dot-voteChoose improvement(s) to be re-tested

Do this with the whole team

userneeds! @anous

Impact & Effort matrix Impact: creates high/low value for users effort: high/low effort in terms of time, knowledge, tools, people…

Source: http://www.innovationgames.com/impact-effort-matrix/

Do this with the whole team

incl. decision makers!

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Prepare to retest "

Hypothesis and

improve

Improve the design

Set up the hypothesis (or more than one)

We believe that

[this statement is true (e.g adding social proof, better labeling, visual cues… will…)]

We will know we are right/wrong when we have the following result

[quantitative feedback; qualitative feedback; KPI;…}

userneeds! @anous

Just do it!!

userneeds! @anous

thank you!