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Lean Startup BaltimoreUsability Testing as ValidationAmy Rubino                 November 26, 2012@Amy_Rubino
About Me                                                     Amy Rubino                                                   ...
What We’ll CoverUsability       Users       Learn About Users       Learn From UsersUsability Testing       How to Do It  ...
Usability            Photo credit: http://www.flickr.com/photos/reticulating   4
User Experience Honeycomb                                          Photo credit: http://semanticstudios.com/        Usabil...
Usability    Creating products that are easy to use         Require less mental effort to use         Decrease frequency ...
Usability                                              Photo credit: http://impossibleobjects.com            Usability Tes...
Usability    Based on human behavior    Focus on people who will use     it or users                                    ...
Users = Real people   Use your website or app   Part of your target  audience   Not directly affiliated with  your company...
You Are NOT Like Your Users                       You                   Your Users          Know a lot about              ...
Learn About Users    Surveys    Focus groups    Web analytics                     Photo credit: http://www.flickr.com/phot...
Learn From Users    Talk to them    Observe them in their own   environment    Usability testing                          ...
Usability Testing                    Photo credit: http://www.openroad.ca   13
“   … If you want to know whether your software…is easy enough to use, watch some people whilethey try to use it and note ...
Traditional Process    Develop a test plan    Choose a testing environment    Find and select participants    Prepare test...
Photo credit: http://vator.tv/news/2011-05-23-guidelines-for-product-usability-testing 16
Photo credit: http://vator.tv/news/2011-05-23-guidelines-for-product-usability-testing 17   17
Photo credit: http://vator.tv/news/2011-05-23-guidelines-for-product-usability-testing 18   18
Photo credit: http://vator.tv/news/2011-05-23-guidelines-for-product-usability-testing 19   19
In-Person Usability Testing    Invite people to see a beta version and     watch them complete tasks    Pros         See...
Remote Usability Testing    Use screen sharing software to     watch participants complete tasks     in another location...
Unmoderated Usability Testing    Use a service that allows participants to complete the tasks     on their one time witho...
What You Can Test   Real products   Digital prototypes   Paper prototypes                         Photo credit: http://www...
DO    Do test the site NOT the participants    Do note participant’s success in              “I would open     completin...
DON’T                                                 Don’t give participants tasks that“Do you really                   ...
Why You Should Do It    Reduce costs                                                    Fix Errors     Once a piece of so...
Why You Should Do It    Increase revenue         Increase sales, applications, memberships or donations         Increase ...
Why You Should Do It    Improve effectiveness         Reduce user error         Increase efficiency         Increase user...
Usability Testing and Lean Startup                      Photo credit: http://thebln.com   29
Lean Startup                                          Photo credit: http://lean.st/        Usability Testing as Validation...
Traditional Process    Develop a test plan    Choose a testing environment    Find and select participants    Prepare test...
Lean Process    Develop a test plan    Choose a testing environment    Prepare test materials    Find and select participa...
Guerilla Usability Testing    Go to a public place and ask customers     to complete tasks    Pros         See and hear ...
“  … The best results come from testing no morethan 5 users and running as many small tests asyou can afford.”           J...
Demo       Photo credit: http://www.flickr.com/photos/vaniercollege   35
Try it Yourself!    Join Baltimore Lean Startup on Facebook:     https://www.facebook.com/groups/BaltimoreLeanStartup   ...
Resources            Photo credit: http://www.flickr.com/photos/rodrigogalindez/ 37
Books    “Don’t Make Me Think: A Common     Sense Approach to Web Usability”     by Steve Krug    “Handbook of Usability...
Websites    sensible.com    useit.com    usability.gov    alistapart.com    uie.com                                  ...
Testing Tools    Morae    Optimal Workshop    UserTesting.com    Loop11    GoToMeeting    Skype                     ...
Questions?     Photo credit: http://en.wikipedia.org/wiki/On_the_Internet,_nobody_knows_you%27re_a_dog            Usabilit...
Contact                                                   Amy Rubino                                                   aru...
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2012-11-26: Usability Testing As Validation

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Transcript of "2012-11-26: Usability Testing As Validation"

  1. 1. Lean Startup BaltimoreUsability Testing as ValidationAmy Rubino November 26, 2012@Amy_Rubino
  2. 2. About Me Amy Rubino User Experience Consultant, Systems Alliance •  15 years of design experience as a print and web designer, information architect and user experience advocate. arubino@systemsalliance.com •  Worked with universities, linkedin.com/pub/amy-rubino/13/837/31b corporations and non-profits. @amy_rubino •  Master’s degree in Interaction Design and Information Architecture. Usability Testing as Validation 2
  3. 3. What We’ll CoverUsability   Users   Learn About Users   Learn From UsersUsability Testing   How to Do It   What You Can Test   Why You Should Do ItUsability Testing and Lean StartupDemoResources Photo credit: Amy Rubino Usability Testing as Validation 3
  4. 4. Usability Photo credit: http://www.flickr.com/photos/reticulating 4
  5. 5. User Experience Honeycomb Photo credit: http://semanticstudios.com/ Usability Testing as Validation 5
  6. 6. Usability  Creating products that are easy to use   Require less mental effort to use   Decrease frequency of mistakes and mistakes are less disastrous   Can be used to do more or do it faster   Can be figured out quicker Usability Testing as Validation 6
  7. 7. Usability Photo credit: http://impossibleobjects.com Usability Testing as Validation 7
  8. 8. Usability  Based on human behavior  Focus on people who will use it or users Photo credit: sanjaykumarux.blogspot.com Usability Testing as Validation 8
  9. 9. Users = Real people  Use your website or app  Part of your target audience  Not directly affiliated with your company Photo credit: http://www.leveltendesign.com/ 9
  10. 10. You Are NOT Like Your Users You Your Users Know a lot about Know little or nothing about your product and company your product or company Are passionate about Just want to get things what you offer done Have ideas on how your May use your website or website or app will be used app differently than was based on being an insider intended Usability Testing as Validation 10
  11. 11. Learn About Users   Surveys   Focus groups   Web analytics Photo credit: http://www.flickr.com/photos/scottandsarah 11
  12. 12. Learn From Users   Talk to them   Observe them in their own environment   Usability testing Photo credit: http://www.flickr.com/photos/blesseurope 12
  13. 13. Usability Testing Photo credit: http://www.openroad.ca 13
  14. 14. “ … If you want to know whether your software…is easy enough to use, watch some people whilethey try to use it and note where they run intotrouble. Then fix it, and test it again.” Steve Krug Author, “Don’t Make Me Think” and “Rocket Surgery Made Easy” Usability Testing as Validation 14
  15. 15. Traditional Process   Develop a test plan   Choose a testing environment   Find and select participants   Prepare test materials   Conduct the sessions   Debrief with participants and observers   Analyze data and observations   Create findings and recommendations Photo credit: http://www.flickr.com/photos/doos/3050195096 15
  16. 16. Photo credit: http://vator.tv/news/2011-05-23-guidelines-for-product-usability-testing 16
  17. 17. Photo credit: http://vator.tv/news/2011-05-23-guidelines-for-product-usability-testing 17 17
  18. 18. Photo credit: http://vator.tv/news/2011-05-23-guidelines-for-product-usability-testing 18 18
  19. 19. Photo credit: http://vator.tv/news/2011-05-23-guidelines-for-product-usability-testing 19 19
  20. 20. In-Person Usability Testing  Invite people to see a beta version and watch them complete tasks  Pros   See and hear participants’ reactions   Can record conversation and click path   Your stakeholders and team can participate  Cons   You or participants have to travel to meet up Photo credit: http://www.flickr.com/photos/curiouslee/   May not have access to participants who live outside of this region Usability Testing as Validation 20
  21. 21. Remote Usability Testing  Use screen sharing software to watch participants complete tasks in another location  Pros   Don’t have to travel to participants   Have access to participants who live outside of this region   Can record conversation and click path   Your stakeholders and team can participate  Cons Photo credit: http://www.flickr.com/photos/rosenfeldmedia/   Don’t see participants’ reactions Usability Testing as Validation 21
  22. 22. Unmoderated Usability Testing  Use a service that allows participants to complete the tasks on their one time without you moderating  Pros   Participants can do it when it’s convenient for them   Have access to participants who live outside of this region  Cons   Can’t ask follow up questions   Don’t hear participants think out loud   Don’t see participants’ reactions Usability Testing as Validation 22
  23. 23. What You Can Test  Real products  Digital prototypes  Paper prototypes Photo credit: http://www.jamesjpierce.com/energy_challenge_08.html 23
  24. 24. DO  Do test the site NOT the participants  Do note participant’s success in “I would open completing each task Goggle and search  Do ask open-ended follow up for the website.” questions Quote from usability testing participant  Do compensate participants Usability Testing as Validation 24
  25. 25. DON’T   Don’t give participants tasks that“Do you really can not be completedthink people will   Don’t guide participantsuse this?”   Don’t answer questions until theQuote from usability testing endparticipant   Don’t take it personally Usability Testing as Validation 25
  26. 26. Why You Should Do It  Reduce costs Fix Errors Once a piece of software $120 makes it into the field, $100 the cost of fixing an error $80 can be 100 times as high as it would have $60 been during the $40 development stage. $20 Source: $0 IEEE (Institute of Electrical and Electronics During After Engineers) http://spectrum.ieee.org/computing/software/ Development Completion why-software-fails/ Usability Testing as Validation 26
  27. 27. Why You Should Do It  Increase revenue   Increase sales, applications, memberships or donations   Increase retention   Remain competitive Usability Testing as Validation 27
  28. 28. Why You Should Do It  Improve effectiveness   Reduce user error   Increase efficiency   Increase user satisfaction Photo credit: http://www.flickr.com/photos/terryfreedman Usability Testing as Validation 28
  29. 29. Usability Testing and Lean Startup Photo credit: http://thebln.com 29
  30. 30. Lean Startup Photo credit: http://lean.st/ Usability Testing as Validation 30
  31. 31. Traditional Process   Develop a test plan   Choose a testing environment   Find and select participants   Prepare test materials   Conduct the sessions   Debrief with participants and observers   Analyze data and observations   Create findings and recommendations Photo credit: http://www.flickr.com/photos/doos/3050195096 31
  32. 32. Lean Process   Develop a test plan   Choose a testing environment   Prepare test materials   Find and select participants   Conduct the sessions   Debrief with participants and observers   Analyze data and observations   Create findings and recommendations Photo credit: http://www.flickr.com/photos/adactio/ 32
  33. 33. Guerilla Usability Testing  Go to a public place and ask customers to complete tasks  Pros   See and hear participants’ reactions   See participants use product on different devices  Cons   Might need to get manager’s approval   Customers may not be your target audience   Your stakeholders and team can’t Photo credit: http://www.flickr.com/photos/_dchri participate Usability Testing as Validation 33
  34. 34. “ … The best results come from testing no morethan 5 users and running as many small tests asyou can afford.” Jakob Nielsen principal, Nielsen Norman Group Usability Testing as Validation 34
  35. 35. Demo Photo credit: http://www.flickr.com/photos/vaniercollege 35
  36. 36. Try it Yourself!  Join Baltimore Lean Startup on Facebook: https://www.facebook.com/groups/BaltimoreLeanStartup  Do some guerrilla testing  Post your results Usability Testing as Validation 36
  37. 37. Resources Photo credit: http://www.flickr.com/photos/rodrigogalindez/ 37
  38. 38. Books  “Don’t Make Me Think: A Common Sense Approach to Web Usability” by Steve Krug  “Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests” by Jeffrey Rubin and Dana Chisnell  “Remote Research: Real Users, Real Time, Real Research” Photo credit: amazon.com by Nate Bolt and Tony Tulathimutte Usability Testing as Validation 38
  39. 39. Websites  sensible.com  useit.com  usability.gov  alistapart.com  uie.com Photo credit: http://usability.gov/ Usability Testing as Validation 39
  40. 40. Testing Tools  Morae  Optimal Workshop  UserTesting.com  Loop11  GoToMeeting  Skype Photo credit: http://beta.skype.com/en/ Usability Testing as Validation 40
  41. 41. Questions? Photo credit: http://en.wikipedia.org/wiki/On_the_Internet,_nobody_knows_you%27re_a_dog Usability Testing as Validation 41
  42. 42. Contact Amy Rubino arubino@systemsalliance.comStay in touch: www.systemsalliance.com @systemsalliance info@systemsalliance.com Usability Testing as Validation 42
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