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Streamline Your UX Research with Customer Experience Analytics

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Traditionally, UX researchers have relied heavily on qualitative research methods to gather feedback from users. That means combing through hours of videos of users interacting with the product, …

Traditionally, UX researchers have relied heavily on qualitative research methods to gather feedback from users. That means combing through hours of videos of users interacting with the product, making copious notes, and whittling the information down to actionable items for your coworkers.

The process is time-consuming, however, and makes it difficult to track common themes across multiple tests. That’s why UserTesting decided to incorporate survey-style questions into our arsenal of testing techniques for subscription clients. We call these survey-style questions Customer Experience Analytics, and there are three kinds: Multiple choice, Rating Scale, and Written answer.

Learn more from our experts in this on-demand webinar: http://bit.ly/UTmetrics

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  • 1. Streamline Your UX Research with Customer Experience Analytics
  • 2. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Customer Experience Analytics are survey-style questions incorporated into the UserTesting platform. They make it easy to capture additional feedback from study participants to round out qualitative research. Introduction
  • 3. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com We call these survey-style questions Customer Experience Analytics, and there are three kinds: Multiple Choice Rating Scale Written Answer Introduction
  • 4. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Introduction Customer Experience Analytics helps you analyze responses from large groups of people quickly and without much effort.
  • 5. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Why are Customer Experience Analytics helpful? They save you time. They improve the quality of your research. They make it easier to share study results with others. Introduction
  • 6. The Benefits of Customer Experience Analytics
  • 7. Customer Experience Analytics save you time
  • 8. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Need to find out what words or phrases testers would use to describe your app? Written-response questions are your best friend. Save Time
  • 9. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Save Time Example: Share the three words that describe the way you feel about this app: Happy Mad Ah Ha! Excited! WOW Satisfied Great Frustrated
  • 10. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Save Time Want to settle a team debate over which version of your homepage appeals to more users? Multiple-choice answers are quick and clear.
  • 11. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Curious if users think a drop-down menu makes it easier to find something than a list? Have them try it both ways and rate the task’s ease or difficulty on a 5-point scale. Save Time Very Difficult Very Easy
  • 12. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Responses to these survey-style questions can be viewed almost instantly and indicate which users struggled most and least with your product, so you can focus your qualitative analysis on those users and avoid watching every video start to finish. Save Time
  • 13. Customer Experience Analytics improve the quality of your research
  • 14. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Improve Quality Asking survey-style questions during a user test recording gives your users a chance to explain WHY they are providing the low ratings or negative multiple choice responses.
  • 15. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Improve Quality Answers often concisely highlight certain problem areas on the site: “I’m only going to give this a three, because even though I found the product I was looking for, it took me three tries to get the right category.”
  • 16. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Improve Quality Answers also might highlight confusing questions: “I’m not sure if you’re asking about the colors of the icons or the whole site, but…”
  • 17. Customer Experience Analytics make it easier to share the results of your study with others
  • 18. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Most of the time, our clients are responsible not only for running user studies, but for passing on the insights they’ve gained to their team of developers, designers, and so on. Share Results
  • 19. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Supplement qualitative findings with charts and graphs that provide “big picture” information in an easily-digestible way. Share Results In this example, there was a clear preference for the live site.
  • 20. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Share Results So if you’re having trouble displaying results to your team (or your boss), a few survey-style responses can improve your report and impress upon your team just how actionable an issue is.
  • 21. Guidelines for Using Customer Experience Analytics
  • 22. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines Guideline 1: Set specific objectives for each study, and keep them close by Write objectives down before you craft a single task, and keep them visible throughout the test process to make sure your task writing, analysis, and report remain focused on the same issues.
  • 23. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Keeping your testing objectives handy will keep your study focused. Guidelines
  • 24. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines Guideline 2: Use analytics questions in moderation Space your questions out with simple instructions.
  • 25. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines Guideline 3: Keep users engaged Too many rating-scale questions within a single test causes users to focus on providing the answers required, and stop talking out loud about decisions.
  • 26. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines You can avoid this user fatigue by alternating question types within the test. For example, if your objective is to determine how helpful they consider a specific feature of your app...
  • 27. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines Have participants: 1 Use the feature (Basic task) 2 Describe this feature in 3 words or phrases (Written-response question) 3 Indicate if the tool is extremely helpful, somewhat helpful, or not helpful (Multiple-choice question) 4 Rate how likely they would be to use the feature if they needed help (Rating Scale)
  • 28. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines Guideline 4: Keep the questions simple The easiest way to avoid frustrating the user is to keep the questions simple.
  • 29. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines Consider this scenario: You’re a tester who’s just been instructed to find an item that you would like to buy from Macys.com and then add it to the cart. You easily find an item, but have trouble with the size and color selector, which makes adding the item to the cart downright frustrating.
  • 30. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines You’re then confronted with the following question:
  • 31. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines Now you’re in a pickle; you would rate finding the item as a 5, but adding the item to the cart as a 1. You can’t proceed with the test until you provide an answer, and the clock is ticking away.
  • 32. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Guidelines One way to avoid this is by breaking up the question into two simpler tasks: first rating the ease of finding an item, then the ease of adding that item to the cart. Simple.
  • 33. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Closing Thoughts So there you have it! Guidelines straight from the Research Team to help you make the most of User Testing’s Customer Experience Analytics. They have proven to be valuable and versatile tools for us, and now you can confidently add them to your testing toolkit in future studies!
  • 34. www.UserTesting.com | 1-800-903-9493 | sales@usertesting.com Introduction Get even more expert tips from our On-Demand Webinar, Making the Most of Metrics, here. Two of our expert researchers will show you: 1. The different types of metrics questions, and when to use each one. 2. How to write great metrics questions that will get you insights fast. 3. The top things you can learn from these types of questions. Ki Arnould Toni Allen
  • 35. www.UserTesting.com Sign up for a free account today!