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How to Scale Your UX Research

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In this exclusive webinar, Deborah Torres, Sr. User Experience Researcher at Paypal, and UserZoom’s co-CEO, Alfonso de la Nuez, will discuss how you can scale back the time and resources it takes to …

In this exclusive webinar, Deborah Torres, Sr. User Experience Researcher at Paypal, and UserZoom’s co-CEO, Alfonso de la Nuez, will discuss how you can scale back the time and resources it takes to do user research, while still providing valuable results.

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  • Six person teamBased in San Jose, CAConduct research all over the world

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  • 1. Webinar:How to Scale your UX ResearchSeptember 27th, 2012
  • 2. Intros Alfonso de la Nuez Deborah Torres Co-Founder & Co-CEO at Sr. UX Researcher UserZoom & Ops Manager at Twitter Hashtag #uzwebinar
  • 3. Overview SOS! How can I get all this work done? How Remote Testing helps scale your UX research Survey results: Cost of running Usability Testing How PayPal meets UX research & design challenges Q&A
  • 4. Demand for UX: Like never before In-house UX/CX Professionals: A growing community (including UX Designers, UX Researchers, CX Mgrs, etc.) Measuringusability.com: The median number of UX/CX Pros has increased between 20% and 30% over the last two years
  • 5. SOS! How can I get all this work done?Current challenges for UX Researchers  UX: Now strategic, value recognized by C-level execs  Demand for UX: Like never before  But… UX Research & Usability Testing, tend to be costly, time consuming  UXers at Corporations often struggle to meet demand Today we will look at how software is used in UX research to scale their work, be lean, get more work done with less
  • 6. Examples of challenges UXers face  Being agile & efficient (conducting cost- effective research)
  • 7. Examples of challenges UXers face  Finding participants (from different locations and getting them in the Lab)
  • 8. Examples of challenges UXers face  Defining PERSONAS “There is no shortcut to creating personas; they are an investment. Strategic, forward-thinking organizations can build personas as a subset of other research, but when conducted properly as a standalone project, the investment in persona development is somewhere between $80,000 to $120,000.” Kevin O’Connor is the President of User Insight Source: UX Magazine: Personas: The Foundation of a Great User Experience, User Insight.
  • 9. Examples of challenges UXers face  Re-defining IA
  • 10. Current challenges for UX Researchers  Prototype Testing (once again, there’s a need to be AGILE)
  • 11. Current challenges for UX Researchers  International (or country-wide) Research
  • 12.  Qual + quant (triangulation of data)Source: Measuringusability.com
  • 13. Examples of challenges UXers face  UX Benchmarking (Running before and after studies, measuring UX)
  • 14. How Remote Unmoderated Testing helps scale your UXresearchPotential issues/challenges How Remote Unmoderated Testing & Online Research helpsBeing agile & efficient • Cost of participants reduced by 80% • No moderation needed • Much of the analysis is automatedFinding participants • Plenty of Panel companies using high quality recruiting (Research Now, Survey Sampling Int’l, Toluna, etc)Defining PERSONAS • True Intent Surveys help to find out who comes to your site and why they visitRe-defining IA • Online Card Sorting, Tree Testing and Click TestingPrototype Testing • Any HTML interface can be tested remotely, allows you to collect feedback in hoursInternational (or country-wide) • Set up the study in local language, launch in differentResearch countries, manage from your officeQual + quant (triangulation of data) • Task-based surveys help you quantify usabilityUX Benchmarking • Conducting cost-effective ‘before and after’ studies and competitive UX research
  • 15. Types of Remote Unmoderated Testing tools & solutions  Task-based surveys
  • 16. Types of Remote Unmoderated Testing tools & solutions Card Sorting Tree Testing Click Testing  IA Tools
  • 17. Types of Remote Unmoderated Testing tools & solutions  Video Tools
  • 18. Survey results: Cost of runningUsability Testing Comparison: In-person vs Remote Unmoderated Usability Testing In-lab Unmoderated RemoteTotal time to conduct a 3-6 weeks 1-2 weeksstudyTotal in-session time 60 min 15-30 minTotal number of participants 5 - 14 60%: >50 30%: >200Total cost to conduct a study $10,000 - Less than $1,000 $19,000 Survey Results: Total N=65 Date: August 2012 – September 2012
  • 19. Case Study: How PayPal meets UXresearch & design goals Deborah Torres Sr. UX Researcher & Ops Manager at
  • 20. Challenge #1: Delivering quality insights
  • 21. Q2 2012 Fast FactsSource: www.paypal-media.com 113.2 million active $4,281 transacted accounts every second: Q2’12 25 currencies $118 billion processed in 2011 21 localized websites So, we have to be confident in our results
  • 22. Self- Surveys OnlineReported Focus Groups / Voices (NPS, Brand Tracking) Diary Study - Longitudinal Surveys (Intercepts) Phone Interviews (e.g. Opinion Lab) Mental Model Card Sorting In-depth Interviews Customer Support Data Online Quantitative Usability Research Field Visits Usability Testing Eye Tracking Data mining/ Analysis BioMetrics A/ B Live testing Observed Qualitative Quantitative Framework graciously borrowed from Christian Rohrer
  • 23. Self- Surveys OnlineReported Focus Groups / Voices (NPS, Brand Tracking) Diary Study - Longitudinal Surveys (Intercepts) Phone Interviews (e.g. Opinion Lab) Mental Model Card Sorting In-depth Interviews Customer Support Data Online Quantitative Usability Research Field Visits Usability Testing Eye Tracking Data mining/ Analysis BioMetrics A/ B Live testing Observed Qualitative Quantitative Framework graciously borrowed from Christian Rohrer
  • 24. Triangulation tells a complete story and increases credibility
  • 25. Challenge #2: Execute with maximum efficiency (fast and cheap!)
  • 26. Limited Limited budget resources Quickturnaround Small research team
  • 27. Small team of 6UX Researchers
  • 28. Consider tools to maximize your efficiency
  • 29. Case Study #1
  • 30. Reduce CS contacts for account servicing issues “We need a Make it easier forusability test.” users to update account info
  • 31. 3. Gather1. Identify top 2.Understand qualitative tasks mental model feedback on new designs Tracker survey + Card Sort Usability Test web traffic
  • 32. 3. Gather1. Identify top 2.Understand qualitative tasks mental model feedback on new designs Tracker survey + Card Sort Usability Test web traffic
  • 33. Sample Card Sort In-Lab Remote UnmoderatedBest for: Qualitative feedback Quantitative feedbackSample size per segment 6 – 8 participants >100Potential time spentPotential cost $$$ $
  • 34. 3. Gather1. Identify top 2.Understand qualitative tasks mental model feedback on new designs Tracker survey + Card Sort Usability Test web traffic
  • 35. Case Study #2
  • 36. Improve discoverability and findability on PayPal.com “We need ausability test.”
  • 37. Website IA
  • 38. 2. Gather1. Understand 3. Compare qualitativemental model current IA vs. feedback on globally proposed IA proposed IA Card Sort Usability + Tree Testing Tree Testing
  • 39. 2. Gather1. Understand 3. Compare qualitativemental model current IA vs. feedback on globally proposed IA proposed IA Card Sort Usability + Tree Testing Tree Testing
  • 40. Triangulation tells a complete story and increases credibility
  • 41. Consider tools to maximize your efficiency
  • 42. Challenges Deliver quality insights  Triangulate using multiple research methods  Instill confidence in results Execute with maximum efficiency  With limited resources (time, budget, small team)  Across the globe
  • 43. Q&A
  • 44. Thanks so much for your time! Check out our upcoming news and events at www.userzoom.comSunnyvale (USA) Barcelona (Spain) Cheshire (UK)440 N. Wolfe Rd. Sunnyvale, Av. Diagonal 419 3º 2ª 08008 Booths Park. Chelford Road, Knutsford,CA 94085 Barcelona Phone: +34 93 414 Cheshire WA16 8GSPhone: +1 (408) 524 7445 7554 Fax: +34 93 209 8380 Phone: + 44 (0)1565 759890Contact: Alfonso de la Nuez Contact: Xavier Mestres Cell: + 44 (0)7900 472 920 Contact: Arthur Moan