Closing Keynote: Youre  NOT doing usabilitytesting? Are you…nuts?Steve Krug, Author, Dont Make MeThink and Rocket Surgery ...
Youre NOT doingusability testing?Are you…nuts?                  Steve Krug        Conversion Conference East              ...
Who is this guy, anyway? Steve Krug (steev kroog)  (noun) 1. Son, husband,  father 2. Resident of  Brookline, MA  3. Usab...
Welcome to the last session A few opening thoughts Think: These are not the droids you re  looking for…                 ...
You are feeling relaxed,alert, and comfortable                           © 2001 Steve Krug
Your energy and attentionlevels are as high asthey ve ever been                    © 2001 Steve Krug
You are not stressing aboutgetting to the airport                              © 2001 Steve Krug
Your head is not too full toaccept any more input                         © 2001 Steve Krug
Obligatory social networking slide #convcon @skrug I was going to pretweet for your  convenience    Thanks to Lou Rose...
Show of hands Help me calibrate Have read Don t Make Me Think? Have read Rocket Surgery Made Easy?                     ...
Show of hands? Have you ever done usability testing of  your site? How often and when?    Never?    Right before (or r...
What I ve learned about conversion                              © 2001 Steve Krug                             #convcon    ...
What I ve learned about conversion I hate to parachute into conferences I knew a thing or two already I read [most of] ...
© 2001 Steve Krug
Cialdini!  We will be more successful [convincing  people to take an action] if we provide a  reason.  To deal with [our...
Cialdini! So much of it reminded me of things I ve  learned from usability testing After eight pages, I was in insight  ...
© 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug
And some great sessions here Empathy! Amy Africa!                                © 2001 Steve Krug                      ...
Takeaways You have ton of methods and tips They all make perfect sense    ...even if some contradict each other Almost...
What is a usability test? Watching people try to use what you  create while thinking out loud NOT a focus group    Focu...
My intent for today Convince you that you should be testing,  or testing more Show you how easy it can/should be        ...
Admittedly, I m a guy with a hammer Best thing I know of for improving  anything people interact with    Gets you away f...
Here s the thing… All sites (including yours and mine) have  serious usability problems Tuning without fixing the proble...
Something I learned at SxSW  Joshua Porter (blog: Bokardo)  Metrics Driven Design  Please ignore how much better his sl...
From: Metrics Driven Design by Joshua Porter, SxSW 2010                                                          © 2001 St...
From: Metrics Driven Design by Joshua Porter, SxSW 2010                                                          © 2001 St...
From: Metrics Driven Design by Joshua Porter, SxSW 2010                                                          © 2001 St...
The plan A live demo test   So you can see how simple it should be   Thanks to everyone who volunteered their     site...
I believe anyone can do it ...if they keep it simple enough                                      © 2001 Steve Krug       ...
Most sites don t get tested $$$ Time    No one has the time to do it    It will slow the process down                 ...
Traditional usability testing Lab Experienced professional 8 users, minimum Big honkin report Weeks of work, usually ...
Rocket Surgery usability testing Three users per round   Three should be plenty   You ll be doing it again next month  ...
Do-it-yourself usability testing Record with Camtasia or Morae  (Techsmith.com) or CamStudio No stats, no exit questions...
A demo test               © 2001 Steve Krug              #convcon     @skrug
We need a volunteer Qualifying criteria:   Have used a Web browser   English-speaking adult   Doesn t work for _______...
RSME: The fifteen minute version Six maxims                               © 2001 Steve Krug                              ...
A morning a month,that s all we ask.               © 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug
Start small, if necessary Not monthly; one time Test competitors/comparables                                  © 2001 Ste...
Start earlier thanyou think makessense.                 © 2001 Steve Krug
Incorrect thinking                      © 2001 Steve Krug                     #convcon     @skrug
Correct thinking                    © 2001 Steve Krug                   #convcon     @skrug
Recruit loosely andgrade on a curve.                © 2001 Steve Krug
Representa:ve)Naturally,)we)need)to)       users!test)people)who)are)                       …)people)who) just)like)our)ta...
© 2001 Steve Krug
Make it aspectator sport.                   © 2001 Steve Krug
© 2001 Steve Krug
Focus ruthlessly ona small number ofthe most importantproblems.                © 2001 Steve Krug
Testing works too well If you ve done any testing, you know  uncovers lots of problems quickly But I finally realized th...
Problems youcan find withjust a few testparticipantsProblemsyou have theresources to fix                   © 2001 Steve Krug
© 2001 Steve Krug
When fixing problems,always do theleast you can do™.                © 2001 Steve Krug
Your motto should be… What s the smallest change we can make  that we think might solve the observed  problem? Tweak, do...
© 2001 Steve Krug
© 2001 Steve Krug
Resources aplenty                     © 2001 Steve Krug                    #convcon     @skrug
There s a complete demo online www.sensible.com Or Google Steve Krug on YouTube                                 © 2001 S...
© 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug#convcon     @skrug
…and all the documents in the book Test script Checklists Handouts www.sensible.com   Got to the Rocket Surgery book ...
Run, do not walk, to Amazon.com                              © 2001 Steve Krug                             #convcon     @s...
And the companion volume…                             © 2001 Steve Krug                            #convcon     @skrug
Thanks for all the fish Send any questions, feedback, gripes to        skrug@sensible.com        @skrug on the Twitter A...
Questions, anyone?                      © 2001 Steve Krug                     #convcon     @skrug
© 2011 Steve Krug
Day 2: Steve Krug Closing Keynote
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Day 2: Steve Krug Closing Keynote

  1. 1. Closing Keynote: Youre NOT doing usabilitytesting? Are you…nuts?Steve Krug, Author, Dont Make MeThink and Rocket Surgery Made Easy:The Do-It-Yourself Guide to Finding andFixing Usability Problems
  2. 2. Youre NOT doingusability testing?Are you…nuts? Steve Krug Conversion Conference East Oct. 20, 2011
  3. 3. Who is this guy, anyway? Steve Krug (steev kroog) (noun) 1. Son, husband, father 2. Resident of Brookline, MA 3. Usability consultant  Advanced Common Sense  Me and a few well-placed mirrors  Corporate motto: It s not rocket surgery™ © 2001 Steve Krug #convcon @skrug
  4. 4. Welcome to the last session A few opening thoughts Think: These are not the droids you re looking for… © 2001 Steve Krug #convcon @skrug
  5. 5. You are feeling relaxed,alert, and comfortable © 2001 Steve Krug
  6. 6. Your energy and attentionlevels are as high asthey ve ever been © 2001 Steve Krug
  7. 7. You are not stressing aboutgetting to the airport © 2001 Steve Krug
  8. 8. Your head is not too full toaccept any more input © 2001 Steve Krug
  9. 9. Obligatory social networking slide #convcon @skrug I was going to pretweet for your convenience  Thanks to Lou Rosenfeld But I m not sure I can predict for you © 2001 Steve Krug #convcon @skrug
  10. 10. Show of hands Help me calibrate Have read Don t Make Me Think? Have read Rocket Surgery Made Easy? © 2001 Steve Krug #convcon @skrug
  11. 11. Show of hands? Have you ever done usability testing of your site? How often and when?  Never?  Right before (or right after) product ships?  Routine (several times during development)? © 2001 Steve Krug #convcon @skrug
  12. 12. What I ve learned about conversion © 2001 Steve Krug #convcon @skrug
  13. 13. What I ve learned about conversion I hate to parachute into conferences I knew a thing or two already I read [most of] Tim s book when it came out I have a no-better-than-chance record at Which Test Won I did some reading to brush up © 2001 Steve Krug #convcon @skrug
  14. 14. © 2001 Steve Krug
  15. 15. Cialdini!  We will be more successful [convincing people to take an action] if we provide a reason.  To deal with [our extraordinarily complicated stimulus environment], we need shortcuts.  We expect discount coupons to save us money AND the time and mental energy required to think about [how to save money]. © 2001 Steve Krug #convcon @skrug
  16. 16. Cialdini! So much of it reminded me of things I ve learned from usability testing After eight pages, I was in insight overload © 2001 Steve Krug #convcon @skrug
  17. 17. © 2001 Steve Krug
  18. 18. © 2001 Steve Krug
  19. 19. © 2001 Steve Krug
  20. 20. And some great sessions here Empathy! Amy Africa! © 2001 Steve Krug #convcon @skrug
  21. 21. Takeaways You have ton of methods and tips They all make perfect sense  ...even if some contradict each other Almost all produce 40%-650% increase in conversion  Seriously. I believe it. You re not just about quantitative [anymore] Apparently, you never sleep © 2001 Steve Krug #convcon @skrug
  22. 22. What is a usability test? Watching people try to use what you create while thinking out loud NOT a focus group  Focus groups are about opinions  Usability tests are about watching people use things © 2001 Steve Krug #convcon @skrug
  23. 23. My intent for today Convince you that you should be testing, or testing more Show you how easy it can/should be © 2001 Steve Krug #convcon @skrug
  24. 24. Admittedly, I m a guy with a hammer Best thing I know of for improving anything people interact with  Gets you away from designing by personal biases  Shared experience for team  Aha moment: Our users are not like us  Full of insights and surprises It just works © 2001 Steve Krug #convcon @skrug
  25. 25. Here s the thing… All sites (including yours and mine) have serious usability problems Tuning without fixing the problems is like painting over potholes  A/B tests don t get you the same kinds of insights © 2001 Steve Krug #convcon @skrug
  26. 26. Something I learned at SxSW  Joshua Porter (blog: Bokardo)  Metrics Driven Design  Please ignore how much better his slides are © 2001 Steve Krug #convcon @skrug
  27. 27. From: Metrics Driven Design by Joshua Porter, SxSW 2010 © 2001 Steve Krug
  28. 28. From: Metrics Driven Design by Joshua Porter, SxSW 2010 © 2001 Steve Krug
  29. 29. From: Metrics Driven Design by Joshua Porter, SxSW 2010 © 2001 Steve Krug
  30. 30. The plan A live demo test  So you can see how simple it should be  Thanks to everyone who volunteered their site The whole book in 15 minutes  Only a two-hour read Questions © 2001 Steve Krug #convcon @skrug
  31. 31. I believe anyone can do it ...if they keep it simple enough © 2001 Steve Krug #convcon @skrug
  32. 32. Most sites don t get tested $$$ Time  No one has the time to do it  It will slow the process down © 2001 Steve Krug #convcon @skrug
  33. 33. Traditional usability testing Lab Experienced professional 8 users, minimum Big honkin report Weeks of work, usually by an outsider $5k - $10k Happens rarely © 2001 Steve Krug #convcon @skrug
  34. 34. Rocket Surgery usability testing Three users per round  Three should be plenty  You ll be doing it again next month  You ll find more problems than you can fix No lab or mirrors  Set up a monitor in another room so the development team can watch No elaborate recruiting   Recruit loosely and grade on a curve © 2001 Steve Krug #convcon @skrug
  35. 35. Do-it-yourself usability testing Record with Camtasia or Morae (Techsmith.com) or CamStudio No stats, no exit questions, no faux validity No big report  Debrief over lunch © 2001 Steve Krug #convcon @skrug
  36. 36. A demo test © 2001 Steve Krug #convcon @skrug
  37. 37. We need a volunteer Qualifying criteria:  Have used a Web browser  English-speaking adult  Doesn t work for ____________  Not a low-talker  Because we have a large pool, someone into sustainability and things green  It s painless!   You ll get a big round of applause when we re done © 2001 Steve Krug #convcon @skrug
  38. 38. RSME: The fifteen minute version Six maxims © 2001 Steve Krug #convcon @skrug
  39. 39. A morning a month,that s all we ask. © 2001 Steve Krug
  40. 40. © 2001 Steve Krug
  41. 41. © 2001 Steve Krug
  42. 42. Start small, if necessary Not monthly; one time Test competitors/comparables © 2001 Steve Krug #convcon @skrug
  43. 43. Start earlier thanyou think makessense. © 2001 Steve Krug
  44. 44. Incorrect thinking © 2001 Steve Krug #convcon @skrug
  45. 45. Correct thinking © 2001 Steve Krug #convcon @skrug
  46. 46. Recruit loosely andgrade on a curve. © 2001 Steve Krug
  47. 47. Representa:ve)Naturally,)we)need)to) users!test)people)who)are) …)people)who) just)like)our)target) actually)use)our) audience.) site. …)people)who) Real) users! are)a)lot)like) our)users. © 2001 Steve Krug
  48. 48. © 2001 Steve Krug
  49. 49. Make it aspectator sport. © 2001 Steve Krug
  50. 50. © 2001 Steve Krug
  51. 51. Focus ruthlessly ona small number ofthe most importantproblems. © 2001 Steve Krug
  52. 52. Testing works too well If you ve done any testing, you know uncovers lots of problems quickly But I finally realized this is part of the problem: It takes far less resources to find problems than to fix them You can find more in a day than you can fix in a month © 2001 Steve Krug #convcon @skrug
  53. 53. Problems youcan find withjust a few testparticipantsProblemsyou have theresources to fix © 2001 Steve Krug
  54. 54. © 2001 Steve Krug
  55. 55. When fixing problems,always do theleast you can do™. © 2001 Steve Krug
  56. 56. Your motto should be… What s the smallest change we can make that we think might solve the observed problem? Tweak, don t redesign © 2001 Steve Krug #convcon @skrug
  57. 57. © 2001 Steve Krug
  58. 58. © 2001 Steve Krug
  59. 59. Resources aplenty © 2001 Steve Krug #convcon @skrug
  60. 60. There s a complete demo online www.sensible.com Or Google Steve Krug on YouTube © 2001 Steve Krug #convcon @skrug
  61. 61. © 2001 Steve Krug
  62. 62. © 2001 Steve Krug
  63. 63. © 2001 Steve Krug
  64. 64. © 2001 Steve Krug
  65. 65. © 2001 Steve Krug#convcon @skrug
  66. 66. …and all the documents in the book Test script Checklists Handouts www.sensible.com  Got to the Rocket Surgery book page  Turn left at Downloads © 2001 Steve Krug #convcon @skrug
  67. 67. Run, do not walk, to Amazon.com © 2001 Steve Krug #convcon @skrug
  68. 68. And the companion volume… © 2001 Steve Krug #convcon @skrug
  69. 69. Thanks for all the fish Send any questions, feedback, gripes to skrug@sensible.com @skrug on the Twitter And come visit www.sensible.com © 2001 Steve Krug #convcon @skrug
  70. 70. Questions, anyone? © 2001 Steve Krug #convcon @skrug
  71. 71. © 2011 Steve Krug
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