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#flashtest: User Research Live

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Kirk Doggett and Kate Lawrence's presentation from the UXPA Boston 2014 Conference.

Kirk Doggett and Kate Lawrence's presentation from the UXPA Boston 2014 Conference.

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  • 1. Kirk Doggett Manager, Global UX Research, Vistaprint @GR8UX #FLASHTEST: User Research Live UXPA Boston, 2014 Kate Lawrence Director, User Research, EBSCO Information Services @bykatelawrence Kirk
  • 2. What you will learn today about the usertesting.com tool: 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 another method. 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
  • 3. 3, 2, 1.…. Launch!
  • 4. • 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 Kirk
  • 5. User Research at Vistaprint How: • In-person testing • Remote testing • UT.com • Phone Surveys • Field Research • Customer Council • M-Turk What: • Our site • Competitors • Prototypes Kirk
  • 6. • 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 tools • We’re hiring! www.ebscohost.com/careers Ipswich location, electric car charging stations & river views Kate
  • 7. User Research at EBSCO Primary Research: Asking the users ourselves Data/ Usage Analysis: What do the metrics show? Review of Secondary Research: What did others learn? Kate
  • 8. Broad Selection of Tools Kirk and Kate +
  • 9. 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. Kate
  • 10. What We’re Testing Today
  • 11. Test Details  Website URL: http://www.vistaprint.com/business-cards.aspx  Scenario: Imagine you need to get business cards to represent yourself and your profession.  Tasks: 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 design?  Participant Demographics  Gender – 50% M; 50% F  30 to 60 years of age  Country: US  Income range from $40K+  Web expertise: average web user  One other such as “must be a small business owner”
  • 12. 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
  • 13. Vistaprint: One-Week Test Plan Monday • Kickoff • Goals • Expectations • Budget Tuesday • Starting URL • Scenario • Tasks • Questions • Demographics Wednesday • Refine plan • Sign-off • Staging site • Prototype, etc. Thursday • Pilot • Launch • Analysis • Begin report Friday • Report results UX Research Business Stakeholders
  • 14. Kate Usertesting.com for Branding Skoodle Perooz Nimbus Iris Snap Right Now Breeze Bloom Boundless Launch Rendezvous
  • 15. Flexible Anytime Anywhere Holidays Evenings Weekends No travel Benefits
  • 16. Can also be used for Mobile Phones & Tablets Kirk
  • 17. • Quick & easy • Great for targeted tasks (“surgical strike”) • A great value • For desktop or mobile • Test anything from wireframes to competitor sites • 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 Kirk and Kate
  • 18. Video Answers User stats (technographics) Video annotations Video clips Downloadable videos spreadsheet Review Live Results
  • 19. Questions?
  • 20. Thank you kdoggett@vistaprint.com klawrence@ebsco.com @GR8UX @bykatelawrence

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