First steps towards an online user experience testing community Giel de Nijs October 22, 2008

Designed around you Reforming our product concept creation to gain a competitive edge.

User-centered innovation Involve the user of the products in all stages of development.

User-centered innovation cycle User insight Concept Confrontation Mock-up Prototype User testing User testing Iterative user testing in all stages of development.

Experience Labs Traditional user testing in the HomeLab and ShopLab.

Contextual inquiry Different levels of knowledge about experience are accessed by different techniques. (Sleeswijk Visser, et al., 2003) An interactive, creative way to stimulate users to share their thoughts.

Online concept confrontation Presenting pictures, videos and user-interface mock-ups for feedback.

Online testing vs. laboratory testing No significant differences were found in initial testing.

Combining implicit and explicit feedback Questionnaires (explicit feedback) More valuable information? Usage logging (implicit feedback)

Benefits of online user testing Provide user insights Validate new concepts Quick Cost effective Diverse demographic No geographical boundaries

The Big Question “ What’s in it for me?”

Usage lifecycle Source: Joshua Porter

Wisdom of the crowds http://flickr.com/photos/jamescridland/613445810

Intrinsic motivation People want to voice their opinion People want to connect with people People want to help other people

The third place An online community is the online equivalent of a local bar. http://flickr.com/photos/gaetanlee/2788513635/

Community vicious circle More content More members More members More content Match content and members to member profiles More members More content Easier transactions More members

Providing statistics motivates Rankings make most people want to participate. http://flickr.com/photos/richardwinchell/2863431314/

Brainstorming community Combining contextual inquiry with community interactivity.

Organizational ingredients Internal leverage Money Good plan Good strategy Good people

Technical ingredients Private testing Public beta Interesting content Target audience Interactivity

The mullet model Business up front, party in the back. http://flickr.com/photos/raveller/950197716/

A good community (simplified) Attract members Keep members Established business channels Existing communities Interesting idea Correct target audience Active maintenance Frequent updates Reputation measurements Interactivity

Social framework vs. market framework Be careful with incentives. http://flickr.com/photos/sis/432090557

Act on ideas http://flickr.com/photos/skenmy/2343003769/

Drawbacks of traditional user testing

Internal use with closed user group

Motivations to contribute Content Comments Statistics Inspires own content Provokes discussion Motivates contribution Providing rankings makes most people want to participate.