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

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

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Paul Rouke, head of Usability at PRWD, shares his experiences of how clients like Lakeland, Speedy and Manchester Tourist Board have benefitted from PRWD's moderated usability testing service.

Paul Rouke, head of Usability at PRWD, shares his experiences of how clients like Lakeland, Speedy and Manchester Tourist Board have benefitted from PRWD's moderated usability testing service.

It demonstrates how companies can answer w ide range of questions when it comes to understanding user perception, behaviour, attitude as well as where there are opportunities to improve the usability & user experience of their website

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

    • What is Usability and User Experience? I’ve fond memories of the session that my talk is about…
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    • What is Usability and User Experience? Thankfully this is my earlier tweet…
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    • 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
    • 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
    • How important is usability testing? PRWD’s approach to moderated usability testing What business questions can usability testing answer? Session agenda
    • 1 2 3 4 Planning Testing Expert Analysis & Reporting In-house Strategy Presentation
    • 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
    • 1 2 3 4 Planning Testing Expert Analysis & Reporting In-house Strategy Presentation
    • 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
    • 1 2 3 4 Planning Testing Expert Analysis & Reporting In-house Strategy Presentation
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    • 1 2 3 4 Planning Testing Expert Analysis & Reporting In-house Strategy Presentation
    • 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
    • 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? 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
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    • 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