First Steps Towards An Online User Experience Testing Community

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  • 1. First steps towards an online user experience testing community Giel de Nijs October 22, 2008
  • 2. Designed around you Reforming our product concept creation to gain a competitive edge.
  • 3. User-centered innovation Involve the user of the products in all stages of development.
  • 4. User-centered innovation cycle User insight Concept Confrontation Mock-up Prototype User testing User testing Iterative user testing in all stages of development.
  • 5. Experience Labs Traditional user testing in the HomeLab and ShopLab.
  • 6.
  • 7. 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.
  • 8. Online concept confrontation Presenting pictures, videos and user-interface mock-ups for feedback.
  • 9. Online testing vs. laboratory testing No significant differences were found in initial testing.
  • 10. Combining implicit and explicit feedback Questionnaires (explicit feedback) More valuable information? Usage logging (implicit feedback)
  • 11. Benefits of online user testing Provide user insights Validate new concepts Quick Cost effective Diverse demographic No geographical boundaries
  • 12. The Big Question “ What’s in it for me?”
  • 13. Usage lifecycle Source: Joshua Porter
  • 14. Wisdom of the crowds http://flickr.com/photos/jamescridland/613445810
  • 15. Intrinsic motivation People want to voice their opinion People want to connect with people People want to help other people
  • 16. The third place An online community is the online equivalent of a local bar. http://flickr.com/photos/gaetanlee/2788513635/
  • 17. 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
  • 18. Providing statistics motivates Rankings make most people want to participate. http://flickr.com/photos/richardwinchell/2863431314/
  • 19.
  • 20.
  • 21.
  • 22. Brainstorming community Combining contextual inquiry with community interactivity.
  • 23. Organizational ingredients Internal leverage Money Good plan Good strategy Good people
  • 24. Technical ingredients Private testing Public beta Interesting content Target audience Interactivity
  • 25. The mullet model Business up front, party in the back. http://flickr.com/photos/raveller/950197716/
  • 26.
  • 27.
  • 28. 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
  • 29. Social framework vs. market framework Be careful with incentives. http://flickr.com/photos/sis/432090557
  • 30. Act on ideas http://flickr.com/photos/skenmy/2343003769/
  • 31.  
  • 32. Drawbacks of traditional user testing
  • 33. Internal use with closed user group
  • 34. Motivations to contribute Content Comments Statistics Inspires own content Provokes discussion Motivates contribution Providing rankings makes most people want to participate.