Guerrilla Usability Testing
Usability "Good design is problem solving"                             Jeffrey Veen                (Analytics,Typekit, aut...
What’s Usability •   Usable, "easy to use". Its a very intuitive and simple     concept, yet many companies dont do it (of...
Example 1 : Useit.com
Example 2 : Craiglists, another dull yet successful (usable) site
Example 3 : Amazon
Example 6 : Apple                    and more; Google,Youtube...
Example 7 : ABE step 1. 3 simple steps (not just good for marketing)
ABE Step 2 grid layout. Not the most common layout, but it works.
ABE Step 3
Why things are unusable? •   Development focus on the machine •   Its hard to achieve •   Teams dont work integrated •   D...
Unusable: Irishrail.ie : Complex, uses its own language...
Why things are usable? •   Early focus on users and task. Interactive Design •   Prototyping and wireframing •   Evaluatio...
Usable : Dropbox
Development process stages                    Analysis                     Design                   Evaluation            ...
Usability TestingUsability testing is a techniqueused to evaluate a product bytesting it on users...                      ...
Usability Testing Lab
Benefits on usability testingFor designers                        For site owners•   Help inform the design process   •   I...
Effective ways of testing•   Eye tracking. Heat maps•   A/B Testing•   Formal testing (made by a company, lab, focus group...
Eye tracking: Heat map
A/B Testing : Used by Argus to implement Lightbox
A/B Testing : Used by Argus to implement Lightbox“The results were encouraging: after 3 weeks of testing, the average land...
Guerrilla Usability TestingGuerrilla warfare is theunconventional warfare andcombat in which a small groupof combatants us...
Guerrilla usability testing•   Get somebody from the street, and ask them to do simple task,    observe and record (using ...
Pros and Cons of Guerrilla stylePROS                                 CONS•   Help inform the design process   •   Improve ...
Silverback
How does it work
Gerrilla Testing•   We did it for the first time in September 2010 before push    live the new Step 3•   We found just a fe...
Results
Gerrilla Testing•   Then we did it again, in the process of developing the map, this time    we did it earlier stage.•   V...
2nd Testing: The Map
Issues we found•   Pick up locations, most didn’t know they could put the address•   Zooms and controls•   Some didn’t see...
Gerrilla TestingVideo
Work in progress...   Thanks   questions?
Guerrilla Usability
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Guerrilla Usability

  1. 1. Guerrilla Usability Testing
  2. 2. Usability "Good design is problem solving" Jeffrey Veen (Analytics,Typekit, author...)Book: Psychology of everyday things by Donald Norman
  3. 3. What’s Usability • Usable, "easy to use". Its a very intuitive and simple concept, yet many companies dont do it (officially) • Like CT, but ABE one of the simplest Booking Engines. • User Centered design. It has to be self-explained. • Technology shouldn’t make us feel stupid, neither force us to learn complicated stuff. “Don’t Make me Think”, book by Steve Krug • Jakob Nielsen : Focus on monetizing
  4. 4. Example 1 : Useit.com
  5. 5. Example 2 : Craiglists, another dull yet successful (usable) site
  6. 6. Example 3 : Amazon
  7. 7. Example 6 : Apple and more; Google,Youtube...
  8. 8. Example 7 : ABE step 1. 3 simple steps (not just good for marketing)
  9. 9. ABE Step 2 grid layout. Not the most common layout, but it works.
  10. 10. ABE Step 3
  11. 11. Why things are unusable? • Development focus on the machine • Its hard to achieve • Teams dont work integrated • Design vs implementation • Developer’s lack of perspective. • like...
  12. 12. Unusable: Irishrail.ie : Complex, uses its own language...
  13. 13. Why things are usable? • Early focus on users and task. Interactive Design • Prototyping and wireframing • Evaluation and measurement • Research, Surveys, Observation • like...
  14. 14. Usable : Dropbox
  15. 15. Development process stages Analysis Design Evaluation Implementation
  16. 16. Usability TestingUsability testing is a techniqueused to evaluate a product bytesting it on users... WikipediaUsability testing generally involvessetting a series of tasks for peopleto complete and noting anyproblems they encounter Andy Budd
  17. 17. Usability Testing Lab
  18. 18. Benefits on usability testingFor designers For site owners• Help inform the design process • Improve customer satisfaction and retention• Uncover unknown or unexpected issues • Increase conversion rates• Fix problems early (easier) • Reduce maintenance, trainning and support costs• Test assumptions • Reduce project risk• Highlight unnecessary features • Highlight unnecessary features• Provide Objectivity solve opinion battles • It’s so cheap you’d be stupid not to• Set baselines and measure improvement Andy Budd
  19. 19. Effective ways of testing• Eye tracking. Heat maps• A/B Testing• Formal testing (made by a company, lab, focus groups...)• Guerrilla style
  20. 20. Eye tracking: Heat map
  21. 21. A/B Testing : Used by Argus to implement Lightbox
  22. 22. A/B Testing : Used by Argus to implement Lightbox“The results were encouraging: after 3 weeks of testing, the average landing page conversion ratehad gone from 2.70% to 3.33% (an average rise of 20% in the conversion rate)Following the positive impact of the test, the light box functionality was rolled out across all PPClanding pages, leading to marked increase in conversions (+19%)This was then rolled out on to the rest of the site leading to an improvement of 5.99% in theconversion rate for all traffic mediums” (Thanks Dave)
  23. 23. Guerrilla Usability TestingGuerrilla warfare is theunconventional warfare andcombat in which a small groupof combatants use mobiletactics in the form of ambushesand raids to combat a larger andless mobile formal army.
  24. 24. Guerrilla usability testing• Get somebody from the street, and ask them to do simple task, observe and record (using Camtasia or Silverback)• Affordable (small rewards), informal. Everybody can help or bring somebody• Small group of people (5 get 85% issues, 12 get 99%)• Moderator and “Think Aloud” protocol• Precise task definition• Using tools for metrics like analytics, surveys and feedbacks...
  25. 25. Pros and Cons of Guerrilla stylePROS CONS• Help inform the design process • Improve customer satisfaction and retention• Uncover unknown or unexpected issues • Increase conversion rates• Fix problems early (easier) • Reduce maintenance, trainning and support costs• Test assumptions • Reduce project risk• Highlight unnecessary features • Highlight unnecessary features• Provide Objectivity solve opinion battles • It’s so cheap you’d be stupid not to• Set baselines and measure improvement
  26. 26. Silverback
  27. 27. How does it work
  28. 28. Gerrilla Testing• We did it for the first time in September 2010 before push live the new Step 3• We found just a few issues; actually step 1: Magic locations• For a moment we though, Is this really working?
  29. 29. Results
  30. 30. Gerrilla Testing• Then we did it again, in the process of developing the map, this time we did it earlier stage.• Very different results, tough but positive feedback. They liked the idea.• Things to work on and improve. But at least we knew what to focus on.
  31. 31. 2nd Testing: The Map
  32. 32. Issues we found• Pick up locations, most didn’t know they could put the address• Zooms and controls• Some didn’t see “I’m here”, confused the best price icon...• Missing elements like scales• Ignoring funcionalities, (Legend, Sort by, Refres)• Didn’t fully understand which car was which flag in the map
  33. 33. Gerrilla TestingVideo
  34. 34. Work in progress... Thanks questions?
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