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Monday, April 13, 2009

tom maiorana
• who i am
• my experience
• what i’ve done
Monday, April 13, 2009

Early Contextual Research Concept Validation Usability Testing
Monday, April 13, 2009

Early Contextual Research Concept Validation Usability Testing
match match
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Monday, April 13, 2009

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Monday, April 13, 2009

match.com
Monday, April 13, 2009

contextual research
Monday, April 13, 2009

Monday, April 13, 2009

Survey Results, Ordered
Imagine that you are part of one of these couples.
You love your partner and you are still together after 5 years.
You are explaining how you met.
Please rate these scenarios from 1-5, least preferable to most preferable.
1 4.40 We met through friends.
2 3.61 We dated in high school, lost touch, then met on-line.
3 3.45 We met at work.
4 3.34 I had just given up on love. Then I met her/him (at work).
5 3.33 We were in the post-o ce.
6 3.02 I’d always got in his/her line at the grocery store.
7 3.00 I had just given up on love. Then I met him/her (on-line).
8 2.96 Our parents knew each other.
9 2.89 We were friends, but were over being single.
10 2.81 We were pen pals.
11 2.75 We met on-line.
12 2.66 A matchmaker put us together.
13 2.66 We met in a bar.
14 2.61 He/she pulled me over. I still got the ticket.
15 2.47 I was stationed in his/her village.
16 2.40 His/her kid was in my class. I had to wait a year.
17 1.89 I like uniforms, so I went after him/her.
18 1.88 My church went to his/her country.
19 1.58 We were both married to other people at the time.
Monday, April 13, 2009

what did we learn?
Monday, April 13, 2009

building to test
sharing
Monday, April 13, 2009

concept validation
Monday, April 13, 2009

Results of testing
Monday, April 13, 2009

Monday, April 13, 2009

What worked What didn’t
Consistently mentioned as one of users’ top three Many people were confused
Most everyone liked the visual design Hard for people to describe themselves in three words
“It drew me in.” “It’s a little bit like a job interview”
“It could makes the profile more fun” “I like tennis, but I don’t know if I want that to describe
me”
“I like having all those words to choose from.”
Even people that “got it” thought they needed to “game”
the system.
Monday, April 13, 2009

Monday, April 13, 2009

What worked What didn’t
Up Front Filtering For some felt like a survey
A different way to get at “deep information” Interspersing Serious and Non-serious criteria
The simplicity
“It feels like it gives you more control. You don’t
need to go through all those pages.”
Monday, April 13, 2009

Monday, April 13, 2009

What worked What didn’t
Consistently mentioned as a favorite Most folks were skeptical about the accuracy of
matches
Everyone thought this was really sweet
Much more anxiety about picking a movie than
Almost everyone could relate to it anticipated
Everyone knew how to use it Many participants said they would choose a movie
they thought someone they liked would like
Confusion about how this would work (how does it
know if I’m a man or a woman?
Apprehension, “where will this take me?”
Monday, April 13, 2009

Monday, April 13, 2009

What worked What didn’t
Consistently mentioned as a favorite The animation was a little slow
The participants that loved this LOVED it Participants wanted to know how would actually
work
Several participants thought this opened a little
room for fate in on-line dating
This one had the strongest emotional response
“It seems real, it seems like that could really
happen”
Several respondents saw Match as a key part of
the story.
Monday, April 13, 2009

Monday, April 13, 2009

What worked What didn’t
Most often referred to as “fun” Despite very positive responses at the time, not
often mentioned as a top favorite in follow-up
Described as “simple, intuitive”, “a better way to emails.
search”
Not as popular in mentioning as would have
Everyone understood how it worked. expected.
Very humanized.
“It feels like you are dealing with a person, even
though it’s actually a server somewhere.”
Monday, April 13, 2009

Global Findings
High Anxiety
Users were much more anxious about entering information than anticipated.
Most participants wanted to know how information would be used.
“I wouldn’t put that if I thought it’d feed me into a certain kind of person.”
Show me the Dude Parade
The search results are the money shot.
All participants “checked out” the results, even if they knew it was fake.
Game On!
Most of the participants had an awareness of being in the system. They often seemed “on”
when responding to questions.
If a search mechanism wasn’t obvious, they wanted to know how it worked in order to know
how to work it.
Monday, April 13, 2009

walmart
Monday, April 13, 2009

Monday, April 13, 2009

Monday, April 13, 2009

Monday, April 13, 2009