UserZoom Webinar: How to Conduct Web Customer Experience Benchmarking
 

UserZoom Webinar: How to Conduct Web Customer Experience Benchmarking

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You can't manage what you can't measure, so... How do you actually measure user experience? ...

You can't manage what you can't measure, so... How do you actually measure user experience?

In this webinar we covered what, why, and how to conduct website user experience & usability benchmarking. We discussed how to effectively measure the quality of a website's user experience across various competitors, within one industry, across time, using an online quantitative research methodology commonly referred to as "unmoderated remote usability testing."

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  • In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors. After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
  • In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors. After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
  • In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors. After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
  • In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors. After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
  • In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors. After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
  • In this webinar, we will show you how you can remove face to face moderation, have hundred of users participate simultaneously from different locations in a cost effective and fast way. Userzoom is an on demand research service that will automatically capture and gather both customers attitudes and behaviors. After our demonstration, we will open up to Questions, but let’s start now by diving into UserZoom software as a service.
  • 50% increase for Aetna pre/post for Rude attribute 36% decrease for BCBS pre/post for Professional attribute 26% increase for United pre/post for Helpful attribute 42% increase on Rude pre/post for Rude attribute
  • 26/02/10 26/02/10
  • 26/02/10 26/02/10

UserZoom Webinar: How to Conduct Web Customer Experience Benchmarking UserZoom Webinar: How to Conduct Web Customer Experience Benchmarking Presentation Transcript

  • February 2010
  • Welcome everyone!
      • Our speakers for today’s webinar are:
      • Alfonso de la Nuez, Founder & CMO at UZ
      • Kim Oslob, Sr. Research & Product Strategy Director at UZ
      • Ania Rodriguez, Principal at Key Lime Interactive
    Copyright 2010. Key Lime Interactive and UserZoom. All Rights Reserved.
  • Five things we’d like to talk to you about today
      • What do we mean by UX Benchmarking? Why is it important?
      • How to conduct UX Benchmarking studies
      • Results you must have
      • Examples
      • UserZoom and Key Lime Interative at a glance
    Copyright 2010. Key Lime Interactive and UserZoom. All Rights Reserved.
  • What is UX Benchmarking & why is it important?
    • Definition of Benchmarking:
    • The process of comparing the business processes and performance metrics including cost, cycle time, productivity, or quality to another that is widely considered to be an industry standard benchmark or best practice.
    • It provides a snapshot of the performance of your business and helps you understand where you are in relation to a particular standard.
  • What is UX Benchmarking & why is it important?
    • Definition of UX:
    • I t’s about how a person feels about using a system. It highlights the experiential, affective, meaningful and valuable aspects of HCI and product ownership, but it also covers a person’s perceptions of the practical aspects such as utility, ease of use and efficiency of the system.
    • User experience is subjective in nature, as it is about an individual’s feelings and thoughts about the system. User experience is dynamic , because it changes over time as the circumstances change.
  • What is UX Benchmarking & why is it important? Ok… So how do we define UX Benchmarking ?
  • Common UX research challenges What is UX Benchmarking & why is it important?
    • Difficulties obtaining objective, statistically significant, actionable data
    • Obtaining idea adoption from stakeholders
    • Geographic/demographic limitations
    • Research is costly and time-consuming
  • Some may wonder: Is UX Benchmarking… What is UX Benchmarking & why is it important? ?
  • Not really. What is UX Benchmarking & why is it important?
    • Here’s how we’d define UX Benchmarking:
    • The process of comparing a website’s performance, specifically in relation to UX metrics, including among others effectiveness, efficiency, overall satisfaction and quality perception , to another that is widely considered to be an industry standard benchmark or best practice
    • UX benchmarking provides a snapshot of the performance of your website and helps you understand where you are in relation to a particular standard.
  • Why is it now more important than ever before? What is UX Benchmarking & why is it important? It’s all about competitiveness, productivity, & efficiency
  • ‘ You can’t manage what you can’t measure’ Attributed to Peter Drucker, Mgt Guru What is UX Benchmarking & why is it important? The question is: How are you actually measuring UX and defining your benchmark?
  • Five things we’d like to talk to you about today
      • What is UX Benchmarking & why is it more important than ever?
      • How to conduct UX Benchmarking studies
      • Results you must have
      • Examples
      • UserZoom and Key Lime Interative at a glance
  • How to conduct UX Benchmarking studies
  • What is UX Benchmarking & why is it important?
    • 10 must-dos with UX Benchmarking
    • Define measurable & comparable UX-related KPIs (key performance indicators)
    • Select competitors to benchmark against
    • Define target audience
    • Identify common site activities/tasks (between-subjects design)
    • Conduct research using scenario-based testing
    • Gather both quantitative & qualitative data
    • Use the quantitative data to test for statistically significant differences between means or proportions
    • Use qualitative data to support your findings and understand the why 
    • Research at least twice a year to measure design changes and trends in expectations
    • Use the right research solution/tool
  • How to conduct UX Benchmarking studies Graph from Bill Albert, Bentley University
  • How to conduct UX Benchmarking studies
    • Our solution: UZ Self-Serve Edition
    • On-demand software application that empowers businesses to manage & conduct online UX research
    • Feature-rich, versatile* software solution, designed for task-based surveys (or unmoderated remote usability testing )
    • Allows researchers to manage the whole study, including: create script, launch, collect data and analyze results
    • *Also good for online surveys, card-sorting and voice of customer surveys
  • Once you have - defined measurable & comparable UX-related KPIs (key performance indicators) - selected competitors to benchmark against - defined target audience
      • Create a study script
      • Launch the study, collect data, monitor progress
      • Analyze results
    Let’s walk through the process 1 2 3 … the 3-step process is fairly simple
  • How UserZoom works
      • Creating a study script using the UZ Editor
    1
    • Creating a study is EASY
    • Test structure built in
    • Preview options
    • Advanced scripting
    • Ask questions depending on users’ online behavior
    • Integrated user recruitment capabilities
    • Pre-testing available
    • Feature-rich, advanced scripting capabilities:
    • High-level of flexibility
    • Advanced task validation criteria (by question, by page interception, by time...)
    • Advanced questionnaires tool (all type of questions: Choice, scales, open...)
    • Insert multimedia (images, videos, flash, applets, sounds...)
    • Manage advanced logic/branching & conditions
    • Behavioral questionnaires (by interception)
    • Randomization: tasks, answers...
    • Piping capabilities
    • Mandatory questions
    • Time-out options
    • Sample & data quality control
    • Multi-lingual studies support (including Asian languages).
    • … and more
    How UserZoom works
      • Creating a study script using the UZ Editor
    1
  • How UserZoom works
      • Creating a study script using the UZ Editor
    1 Partners of
    • Choose the user recruitment yourself
    • Panel
    • Intercept
    • Private mailing list
      • Launch the study, collect data, monitor progress
    How UserZoom works 2
    • Hundreds of users can be tested
    • Participation in the natural context…
    • … from geographically spread locations
    • No human moderation needed
    • Our browser bar connects users with our secure servers
  • Five things we’d like to talk to you about today
      • What is UX Benchmarking & why is it more important than ever?
      • How to conduct UX Benchmarking studies
      • Results you must have
      • Examples
      • UserZoom and Key Lime Interative at a glance
      • Analyze data real-time using UZ Analytics
    Results to look for 3 Effectiveness + efficiency ratios
      • Analyze data using UZ Analytics
    How UserZoom works 3 Qualitative feedback collected. Easy visualization through ‘ text clouds ’
      • Analyze data using UZ Analytics
    How UserZoom works 3
  • Five things we’d like to talk to you about today
      • What is UX Benchmarking & why is it more important than ever?
      • How to conduct UX Benchmarking studies
      • Results you must have
      • Examples of industry benchmark studies
      • UserZoom and Key Lime Interative at a glance
  • Example 1: Healthcase industry study (USA)
  • Example: Healthcase industry study (USA)
  • Study Design
    • Introduction:
    • Based on what you know, how negative or positive is your image of PROVIDER?
    • Which of the following brand attributes, if any, do you associate with PROVIDER?
    • Post-task:
    • Self-Reported Success
    • Ease of Use
    • Satisfaction with amount of time to complete task
    • What did you learn that you previously did not know?
    • What did you like?
    • What did you dislike?
    • Problems or frustrations while completing task(s)
    • Wrap-up:
    • Overall satisfaction
    • Likelihood to purchase
    • Likelihood to recommend : (Net Promoter Score )
    • Post-task brand image
    • Post-study brand attributes
    • Security and Privacy Likes/Dislikes with site
    Introduction Screener N=200 Aetna n-=50 BCBS Wrap-up Task 1 Task 2 Kaiser Permanente United Task1: Task 2 Task 1 Task 2 Task 1 Task 2 n-=50 n-=50 n-=50
  • Brand Perception: Pre/Post All sites had a positive lift in brand perception. +2% +20% +22% +14%
  • Brand Pillar Metrics: Pre vs. Post Differences United showed a 26% increase on the ‘helpful’ attribute and maintained “professional” while other sites had a decrease on these two attributes. All sites showed a sharp increase in the “rude” attribute.
  • Overall Satisfaction Panelists were most satisfied with Blue Cross Blue Shield and Aetna’s site when researching and getting rates for Medicare Supplemental Insurance. Differences of 17% or greater are significant at 90% CI
  • Net Promoter Score (NPS) When asked if they would recommend PROVIDER to a colleague or friend, all sites had relatively low NEGATIVE NPS with Aetna and United Healthcare being the lowest. Detractors Promoters NPS % of Promoters (9s and 10s) Detractors (0 through 6) = -   0 1 2 3 4 5 6 7 8 9 10 NPS Aetna 12% 8% 4% 2% 10% 12% 14% 8% 18% 8% 4% -50% BCBS 8% 4% 6% 10% 2% 8% 14% 10% 4% 10% 24% -18% KP 18% 6% 8% 4% 4% 6% 6% 16% 8% 8% 16% -28% United 10% 4% 6% 6% 4% 22% 16% 8% 10% 8% 6% -54%
  • Task 1: Learn & Explore Aetna BCBS Kaiser Permanente United The success rate for the “learn and explore” task, although the frustration rate was above 40% for all sites showing room for improvement.
  • Usability Metrics: Learn & Explore Blue Cross Blue Shield had the highest mean usability scores for task 1.
  • Blue Cross Blue Shield Liked Best: Learn & Explore Ease of navigation: “ I liked the ease of finding information directly relating to the Blue Shield’s Medicare Supplement insurance.” “ it was all user friendly....I think even people who don't use web sites a lot would be able to navigate” Comparison charts: “ clearly divided options for each plan” “ the graphic showing the differences between the supplemental plans”
  • Top Frustrations: Learn & Explore About half of the panelists on all sites had some sort of frustration with learning about Medicare Supplemental Insurance online. Opportunities
  • Example 2: Used cars websites industry study (Spain)
  • Example: Used cars websites industry study (Spain) USERS SAMPLE
    • 50 users in their natural context of use (home).
    • Users have medium/high level of internet experience
    • Over 18 years old
    • Users use or have used Internet as a means to finding information about how to buy a second-hand car
    TESTED WEBS
    • Supermotor.com
    • Autocity.com
    • Autoscout24.es
    • Coches.net
    • Segundamano.es
    METHODOLOGY
    • Remote testing using UserZoom technology with real end users.
    • ‘ Task-based analysis’: users must try to solve real tasks
    • Field work dates: November 2008
    • Place: Online, users in Spain
  • Example: Used cars websites industry study (Spain) Tasks Description 1. Free search of a car model Users search freely on the Internet for any car model Note: 50 users completed this task 2. Guided search for an specific car model on a selected website The task requests users to search for an specific car model, on each of the second-hand cars web sites. Note: 10 users per website evaluated
  • How do users search for a second-hand car on the Internet? Example: Used cars websites industry study (Spain)   % I have used search engines 61 I have surfed just by directly inserting the Website name of the page 21 I used both methods 19
  • Example: Used cars websites industry study (Spain) WEBS Effectiveness Efficiency Time Clicks Autocity.com 90% 3:31' 21 Autoscout24.es 80% 2:08' 29 Coches.net 90% 4:00' 57 Segundamano.es 90% 2:22' 24 Supermotor.com 60% 3:55' 45
  • Example: Used cars websites industry study (Spain) Easiest Website to search for a car   Autocity.com Autoscout24.es Coches.net Segundamano.es Supermotor.com Media It is easy to start the car search 5.9 6.6 6.9 6 5.5 6,2 The searcher fields are easy to fill up and understand 6 6.6 7 6.3 6.2 6,4 The searcher has the requiered options to do a search 5.3 6.6 6.8 5.5 5 5,9 Important information as price, car age, milage, model, is available 6 6.6 6.8 6.2 4.7 6,1
  • Task analisys: Main problems Example: Used cars websites industry study (Spain)   Autocity.com Autoscout24.es Coches.net Segundamano.es Supermotor.com Average I have the required information to make a buying decission 5.2 5.1 6.7 5.3 5 5,5 Webpage shows car features, extras and accessories 5.3 5.7 6.5 5.2 4.8 5,5 I can clearly see the final price and included concepts 6 6.1 5.4 5.9 5.8 5,8 Photographs help to have a clear idea of the car. 6 6.2 6.6 5.9 4.2 5,8 I have all the information to contact the seller 5.5 6.1 6.4 5.5 5.6 5,8 Too much advertising quantity 4.9 5.4 6.1 5.5 4.2 5,2
  • Example 3: Continuous Benchmarking (Marketing + Usability)
    • Online scorecard
    Continuous benchmarking (Marketing + Usability )
  • Continuous benchmarking (Marketing + Usability )
  • Continuous benchmarking (Marketing + Usability )
  • Continuous benchmarking (Marketing + Usability )
  • Continuous benchmarking (Marketing + Usability)
  • Five things we’d like to talk to you about today
      • What is UX Benchmarking & why is it more important than ever?
      • How to conduct UX Benchmarking studies
      • Results you must have
      • Examples
      • UserZoom and Key Lime Interative at a glance
  • UserZoom at a glance
    • Leading online user experience research software company
    • Developes a proprietary on-demand software application for online research
    • Built for & by UX & marketing professionals
    • Offers a cost-effective, time-saving methodology
    • Has 9 years of experience in UX research & consulting
    • Has offices in Sunnyvale (CA), London (UK) and Barcelona (Spain)
  • Key Lime Interactive at a glance
    • Experienced market research and usability professionals
      • Over 10 years of consulting experience testing Internet 500 websites and providing actionable results
      • Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field
    • Cross-Industry Expertise
      • Ability to scorecard against competition
      • Ability to suggest cross-industry recommendations to improve ease of use
    • Independent Third Party
      • Impartial with no-hidden agenda
      • Ability to work with business team and developers to “get everyone onboard”
    • Technology-agnostic
      • Can work with any solution or recommend the best solution to meet your specific needs
    Expert Reviews
  • What makes us proud?
  • Questions?
  • Would you like a demo?
    • Contact us and we’ll offer you a chance to see and try out our technology
    Do you have any questions? We’re sure you have many questions. Don’t hesitate to contact us and we’ll be glad to answer them.
    • USA Office
    • 440 N. Wolfe Rd. - Sunnyvale, CA 94085 (USA) · [t] +1 (408) 524 7445
    • UK Office
    • AylesburyHouse, 17-18 AylesburyStreet, London EC1R 0DB(UK) · [t] + 44 (0)20 7193 2171
    • Spain Offices
    • Av. Diagonal 419, 3º 2ª - 08008 Barcelona - T. +34 93 414 75 54 - F. +34 93 368 42 95
    • Gran Vía 62, 7º Izda. - 28013 Madrid - T. +34 91 542 62 52 - F. +34 91 298 08 92
    Contact us at [email_address] Members of