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Practical UX: The importance of user-testing

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This was a lecture delivered to computer science students on the importance of user-testing. I use the example of Pitch Perfect, our SaaS startup, and how our delay in performing user-testing cost us …

This was a lecture delivered to computer science students on the importance of user-testing. I use the example of Pitch Perfect, our SaaS startup, and how our delay in performing user-testing cost us more time and money than we saved skipping the testing.

Published in: Design, Technology

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  • 1. Practical UX Methods @kyleracki kyleracki.com Oct 8th, 2013
  • 2. Who am I... Designer/Developer Co-founder of headspacedesign.ca Co-founder of pitchperfectapp. com Love SaaS startups
  • 3. What is Pitch Perfect...
  • 4. Not this
  • 5. Proposal software
  • 6. Where the idea came from
  • 7. Who it’s for
  • 8. What we’re up against • Similar SaaS apps first to market • Difficult to raise capital
  • 9. The road to get here. • Prototype in 2012 • Funded in Jan 2013 • In beta since April 2013 • Over 200 signups to-date • 3 paying customers (as of yesterday)
  • 10. A passable alternative
  • 11. The problem • Usability testing should have begun earlier • System was not QA tested • Remote meant I couldn’t adapt test
  • 12. Where we went wrong • Limited customer research • Not knowing what users really want We thought they were: • Advertising and marketing agencies We thought they wanted • Complete design customization
  • 13. Survey post-beta
  • 14. “More kick-butt templates that make it easy for me to pop in my content and look like a pro. Simply put, make me look like a rockstar with the least amount of effort on my end.”
  • 15. What they really want 1. Quick set up 2. Pre-made design templates 3. Ability to import their content 3. Re-brandable All of the above while at the same time being so easy to use...
  • 16. These guys could use it
  • 17. Tools + +
  • 18. Back to the graph paper
  • 19. High-fidelity version
  • 20. What am I missing?
  • 21. Step 1. Who are my user personas? 1. Account manager/Sales rep 2. Entrepreneur/Small business owner
  • 22. Step 2. Go where the people are.
  • 23. Screening Questions
  • 24. Analyze Results
  • 25. Step 3. Preparation • What is the goal of the testing? • Scenarios • Line up user tasks with testing goals
  • 26. Do a practice run with family
  • 27. Step 4. Conducting the sessions • Make participant comfortable • Record the screen (Screenflow) • They aren't being tested • Confirm recording • Give incentive up-front
  • 28. Clarissa • Good tester • Graphic designer by profession
  • 29. Aaron • Less web savvy
  • 30. Anuj • Not an ideal tester • Not verbally expressive • Computer science student
  • 31. Compiling the results
  • 32. Sharing with the team
  • 33. Key usability issues ● Understanding sections vs pages, and how to save to library ● Understanding advanced settings vs themes ● Knowing how to drag in/import sections from library ● Understanding how to edit page template, add footer, cover page etc.
  • 34. Design solutions
  • 35. Product Evolution
  • 36. Next steps User test revised prototype Test working version after QA but before release
  • 37. Become this guy
  • 38. Key Lessons Test-early, test-often is not simply best practice or “ideal in a perfect world”. It’s critical to designing a successful product and can make or break a company. User-testing is not beta-testing, QA-testing or sending a link with survey questions. Only user- testing will uncover key insights related to specific usability problems.
  • 39. Key Lessons Focus on the onboarding process first, and deliver the ‘wow’ moment the first time someone uses the software You can’t test everything. Align the following: • Pain • Value Prop • Features <- test these first
  • 40. Suggested reading.
  • 41. Thank you. @kyleracki kyleracki.com pitchperfectapp.com headspacedesign.ca