Moderated Usability Testing - uncovering so much more than just usability insights

What is Usability and User Experience? I’ve fond memories of the session that my talk is about…

What is Usability and User Experience? Thankfully this is my earlier tweet…

Moderated Usability Testing – Uncovering So Much More Than ‘Just’ Usability Insights by Paul Rouke Head of Usability at PRWD 8 th September 2011 @ Content Creator Sessions by Manchester Digital at MMU

The UK’s Leading North West Based Usability & Conversion Optimisation Consultancy
About PRWD
We provide services to help businesses improve their website conversion rate
Usability testing (moderated & remote)
Expert evaluations
Usability training
In-house consultancy
Conversion rate optimisation

PRWD Clients Include PRWD clients that we can talk about

PRWD Clients Include Recent usability testing clients

How important is usability testing? PRWD’s approach to moderated usability testing What business questions can usability testing answer? Session agenda

What is Usability and User Experience? From experience, usability testing is THE most enlightening and powerful activity that brands can carry out to answer a very extensive range of questions which can be crucial to how their website performs

Have we ever watched people using our website ?
Do we actually know why so many people leave our website at a certain stage?
Do we know why visitors are choosing to call customer services?
Do we know why visitors aren’t clicking on what we want them to ?
How much money do we spend getting people to our website versus making sure they do what we want them to do once they are there?
A few questions for you to consider

1 2 3 4 Planning Testing Expert Analysis & Reporting In-house Strategy Presentation

1 Planning Recruit users who match the target audience & customer behaviour
Recruitment partners
Our own industry network
Existing customers of our clients

1 Planning Develop scenarios & questions aimed at uncovering deep user insights
Accurate scenarios based on user behaviour
Questions specific to key parts of the user journey

1 Planning Book the test laboratory
Ensure we have both a moderator (myself) and observer available
Ensure our client is available to observe

2 Testing Relax the participant
This isn’t user testing, its website testing
Stress the value of their input
Strike up a rapport to encourage openness

2 Testing Gain pre-test insights from the user
User behaviour
User perception
User preferences
Brand awareness

2 Testing The main event – live testing
Scenarios should be involved & accurate
Questions need to be asked at specific points
Encourage openness from the participant
Handholding only at clear dead-ends

2 Testing What goes on during moderated testing?
PRWD team moderates & observes the session
Our clients observe the sessions live
Screen recording plus picture-in-picture webcam
Facial expressions / hand movements / body language

4 In-house strategy presentation What this typically involves
Observing video recordings
Knowledge sharing on key insights gained
Discussing the impact on the business strategy
Planning next steps

What is Usability and User Experience? First of all, what types of insight can usability testing provide?

Online behaviour User attitudes Brand perception Customer research Usability & user experience Insights usability testing can provide & last but by no means least…

What is Usability and User Experience? What questions do users want to know the answers to in order to commit to buy/click/proceed?

What is Usability and User Experience? Do we name things (features / navigation / promotions / content) on our website based on our business terminology rather than what users want/expect?

What is Usability and User Experience? How do users respond to being forced to register or create an account?

What is Usability and User Experience? What are user’s attitudes when presented with marketing preferences?

What is Usability and User Experience? 67 questions usability testing can answer http://bit.ly/67questions

9 women x 9 hours Some insights from usability testing with our client X X

How many questions could usability testing answer for your business (or your clients)?

Connect with me http://uk.linkedin.com/in/paulrouke Office: 0161 228 0585 Mobile: 07739 745 126 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street Manchester M1 1EA http://twitter.com/paulrouke

Thankyou for listening “Moderated Usability Testing – Uncovering So Much More Than ‘Just’ Usability Insights” by Paul Rouke Slides, resources, tools & best practice available here: http://bit.ly/CROresources

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Moderated Usability Testing - uncovering so much more than just usability insights

by Paul Rouke

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Moderated Usability Testing - uncovering so much more than just usability insights Presentation Transcript