Manager, Global UX Research, Vistaprint
#FLASHTEST: User Research Live
UXPA Boston, 2014
Director, User Research, EBSCO Information Services
What you will learn today about the
We’ll launch a test, and while
it’s running, tell you how
Vistaprint and EBSCO
structure their tests and
report on the findings.
One size does not fit all; we’ll
tell you when it is appropriate
to use a tool like
usertesting.com and when
you are better off with
Why un-moderated testing
tools should be a part of your
research toolkit, and why
Usertesting.com works for
Vistaprint and EBSCO.
Why we like it When to use it How to use it
• Single largest player in the internet printing market,
helping small businesses around the world create
professional marketing products at an affordable price
• 25 localized websites
• 17 million customers
• 3 state of the art manufacturing plants
• 13 offices worldwide and growing
User Research at Vistaprint
• In-person testing
• Remote testing
• Phone Surveys
• Field Research
• Customer Council
• Our site
• Premier provider of research databases, eJournals
and eBooks worldwide
• Powerful discovery tools & management resources for
libraries and other institutions
• Point-of-care medical resources and corporate learning
• We’re hiring! www.ebscohost.com/careers
Ipswich location, electric car charging stations & river views
User Research at EBSCO
Asking the users ourselves
What do the metrics show?
What did others learn?
What we like about Usertesting.com
It’s fast – results are typically back within 1 hour.
You can recruit specific users – gender, age, country,
income, web expertise, other (must be a small business owner,
must be a college student, etc)
You can provide a URL where you want users to start – can be
a site, dropbox, sharefile, etc.
Test anything – powerpoints, prototypes, sites (yours, competitors)
Give users 15 minutes worth of work
Have 4 free-text questions after the tasks are complete.
Website URL: http://www.vistaprint.com/business-cards.aspx
Scenario: Imagine you need to get business cards to represent yourself and your profession.
1. Familiarize yourself with this page, and mention your first impressions.
2. Click the “Browse our designs” section to continue.
3. Look carefully to find a business card that appeals to you and represents you/your business; Find
one you would *really* want to buy.
4. After finding the design you like best, stop at the point where you begin to customize the card.
Comment on the process of finding a design.
Questions for Participants:
1. What options or tools did you notice to help find your design? Was there anything missing?
2. What was the best part about finding a design?”
3. What frustrated you most about the process of finding a design?
4. What is the one most important improvement this site could make to make it easier to find a
Gender – 50% M; 50% F
30 to 60 years of age
Income range from $40K+
Web expertise: average web user
One other such as “must be a small business owner”
Power Tip: The Pilot Test
• Use a single session to test the clarity of your instructions
• How well does the panelist respond?
• Are you learning what you set out to learn?
• If the pilot works, then run the rest of the sample
• If not, modify the test, and pilot again
Vistaprint: One-Week Test Plan
• Starting URL
• Refine plan
• Staging site
• Prototype, etc.
• Begin report
• Report results
Usertesting.com for Branding
Skoodle Perooz Nimbus Iris Snap Right Now Breeze Bloom Boundless Launch Rendezvous
Can also be used for Mobile Phones & Tablets
• Quick & easy
• Great for targeted tasks (“surgical
• A great value
• For desktop or mobile
• Test anything from wireframes to
• Videos play in the browser
• Efficient - playback 1.5X or 2X
• Videos are downloadable
• Clips and annotations
• Tasks must be very clear – remember, users
are working on their own
• Users have to actually follow directions
• Un-moderated: No way to course-correct
• Not for time-consuming, complex tasks
• Selection bias: higher expertise user base
• You must watch all the videos
Usertesting.com – When To Use It
User stats (technographics)
Review Live Results