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DIY Website Usability Testing

DIY Website Usability Testing



Video is here: http://bit.ly/ac0jSA ...

Video is here: http://bit.ly/ac0jSA

Slides from a presentation I gave at WordCamp Boulder 2010. It's all about no-excuse usability testing - how to do it yourself and on the cheap. Because, if it's worth putting on the web, it's worth testing.

Now, super-sized with NOTES!!



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    DIY Website Usability Testing DIY Website Usability Testing Presentation Transcript

    • DIY USABILITY TESTING or “The Legend of the Untested Website” A tale of pain and lost conversions S t eve! wi th leverCu bed @C
    • Web Usability: WHAT? What is website usability?
    • Usability: How well we can use and learn a product in order to achieve a particular goal, and how satisfied we are with the process. The “technical” definition… *yawn*
    • Let me explain: On every website, there are obstacles between users and their goal.
    • The goal of good usability is to remove those obstacles.
    • + = $ Because Users + Goals = More Money…
    • + = …and a happier world.
    • WHAT? Some usability mistakes are obvious…
    • WHAT? …some seem like a good idea at the time, but in practice are just confusing.
    • WHAT? Any guesses as to what business this company is in? Check out their site: http://www.factorylabs.com/
    • WHAT? Just TRY to navigate around this website: http://www.thomasedison.org/
    • WHAT? How long will it take you to find the listing of categories on this website? Or, what Reddit even is? http://www.reddit.com/
    • This site is a travesty. There are so many problems, I don’t know where to start http://www.gizmodo.com/
    • Web Usability: WHY? So, why bother with user testing at all? “I built the site, it makes sense to me!!”
    • WHY? We think we know our users, but we don’t.
    • WHY? We think people use our sites like this…
    • WHY? …when they really use them like this.
    • “ Know the user, and know you are not the user ” - Arnie Lund
    • WHY? Modern retail has learned a lot from customer research. We feel bad if we leave a grocery store WITHOUT buying something!
    • WHY? Ecommerce Research: 58% Cart Abandonment - Source: Inc. Magazine, 2009 But we still have a lot to learn on the web.
    • WHY? Average 83% increase! - Source: The Nielsen Norman Group, 2008 Improved Usability Improving nothing but the usability of a website can have MASSIVE implications.
    • WHY? “ If they can't use it, they won't. - Me ”
    • WHY? Our users aren’t stupid! It’s not their fault.
    • WHY? To reach them and design for them, we need to understand them.
    • Web Usability: HOW?
    • HOW? Usability Labs Most people think of big expensive usability labs.
    • HOW? Eye Tracking Some people love the idea of eye tracking.
    • HOW? Heat Maps Eye tracking produces Heat Maps (not always as useful as you’d think)
    • HOW? Gaze Maps Gaze Maps show you in which order people looked at things.
    • HOW? DIY = No-Excuse Usability Testing But we’re going to talk about doing it yourself. On the cheap. Because, if it’s worth putting on the web, it’s worth testing.
    • HOW? In-Person Testing THE book about DIY In-Person Usability Testing “Rocket Surgery Made Easy” by Steve Krug
    • HOW? In-Person Tools : Mac www.silverbackapp.com These applications video record the user, their screen, and where they click for later review.
    • HOW? In-Person Tools : Windows www.camtasia.com These applications video record the user, their screen, and where they click for later review.
    • HOW? In-Person Testing THE book about DIY Remote Usability Testing “Remote Research” by Nate Bolt and Tony Tulathimutte
    • HOW? Remote Testing Tools : Automated www.UserTesting.com Automated tools find users for you based on demographics.
    • HOW? Remote Testing Tools : Automated www.userlytics.com Automated tools find users for you based on demographics.
    • HOW? Remote Testing Tools : BYOU www.usabilla.com You have to “BYOU” (Bring Your Own Users), but they run the test.
    • HOW? Remote Testing Tools : BYOU www.loop11.com You have to “BYOU” (Bring Your Own Users), but they run the test.
    • HOW? When do we test? Answer: in every stage of the project.
    • HOW? Before design/redesign Test competitors’ sites …to find best practices, what users love, what they hate. Just looking for generalities.
    • HOW? Before design/redesign Test the current site …to find what to keep and what to throw out. You may find that you don’t need a full redesign, just a realignment!
    • HOW? During design Wireframes The earlier you test, the easier and cheaper it is to make changes.
    • HOW? During design Paper Prototypes Yes, pointing at a piece of paper WILL get you actionable results.
    • HOW? During design Working prototypes If you have working prototypes, test them.
    • HOW? Post design Actual website And, of course, ALWAYS test the final website BEFORE launching it.
    • HOW? What you need: • 3-5 people • 3-5 task-based scenarios • 30-50 min each • Moderator and note-taker (or video) • Gift: $50-$75 (Amazon gift card)
    • HOW? Where to find people • Ask the client for sources • Friends and family • Co-workers • Craigslist “gigs” section
    • HOW? Tell the user… • “We’re testing the WEBSITE, not you” • “Think out loud as much as possible” • “Be brutally honest - we need your help!”
    • HOW? You, the moderator… • Don’t help them complete tasks • Ask “Why” and “What are you thinking” • Answer questions with questions
    • Web Usability: WHAT NOW? Okay, I’ve done all the testing, NOW what do I do?
    • WHAT NOW? Post-Testing: • Analyze the data • Look for trends • Change the big problems • Rinse and repeat
    • WHAT NOW? Do the changes HAVE to be… BIG?
    • WHAT NOW? NO 200% increase in signups 37 Signals famously changed their button from “Free Trial” to “See Plans and Pricing” (based on testing) for a massive increase.
    • WHAT NOW? Do the changes HAVE to be… EXPEN$IVE?
    • WHAT NOW? NO Especially if you TEST AT THE BEGINNING I repeat: ESPECIALLY if you test at the BEGINNING!
    • WHAT NOW? Microsoft’s Bing.com vs. $80 million increased ad revenue - Source: Paul Ray, UX Manager, Bing.com Bing changed their link results from light blue to dark blue (based on testing) for a MASSIVE increase in revenue. That’s a 5 minute fix.
    • WHAT NOW? You no longer have an excuse… TEST IT!
    • Steve Martin @CleverCubed www.CleverCubed.com steve@clevercubed.com 970-481-9682