Remote v Moderated Usability Testing - by Paul Rouke from PRWD

Remote versus Moderated Usability Testing by Paul Rouke Head of Usability at PRWD 4th October 2011 @ Internet Retailing Conference Novotel, Hammersmith, London

The UK ’ s Leading North West Based Usability & Conversion Optimisation Consultancy
About PRWD
We provide services to help retailers 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

How important is usability testing? Comparison of moderated & remote testing What business questions can usability testing answer? A moderated test session with one of you! Session agenda

We all know how important it is to be considerate of what people want… especially when buying Christmas presents… …look what can happen when we’re not!

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

What is Usability and User Experience? a short case study...

Matthew Lawson, Head of conversion at Appliances Online “ I introduced user-centered design, but I had to get the business bought into it. So I did this by buying 125 videos from WhatUsersDo, where you set a task for a customer to go away onto your site and try and make a purchase”

“ This gave us 250 hours of footage which was too much content to watch through. So I used crowd sourcing... we gave five videos to each senior manager including the CEO and this gave us insight into what we needed to change from our proposition, the size of the images to where we put the buy button and it actually gave our customers a voice which went directly to the managers ”

What is Usability and User Experience? Results?

9.5% increase in sales 37% more visitors viewed product videos 11% increase in customer reviews 33% reduction in calls about delivery

What is Usability and User Experience? Full insights & videos available here http://bit.ly/lovetesting

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 Determining tasks & journey ’ s Basic user recruitment Advanced user recruitment Recruit client ’ s customers Location Remote Moderated Anywhere To where you can get to

2 Test session - activities Session is facilitated by a moderator User ’ s provide think out-loud feedback User ’ s take part on their own computer User ’ s asked questions in real-time Client can observe the sessions live Client can ask questions live Remote Moderated

2 Test session - outputs Screen capture of user ’ s session Audio recording of user ’ s comments Webcam recording of users Remote Moderated

2 Test session – turnaround times Average turnaround times* Remote Moderated 24 hours 2 weeks * From finalising scenario to having videos of test session

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 Usability testing can provide insights on... & last but by no means least…

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

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 the main reasons you decide not to buy from a retailer online?

What is Usability and User Experience? How important are product videos to you and when would you expect to see them?

What is Usability and User Experience? 67 business 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 quickly do we want to gain feedback from users?

What depth of insight do we want to gain from usability testing?

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 to “ Remote versus Moderated Usability Testing ” by Paul Rouke Slides, usability testing resources & best practice available here: http://bit.ly/CROresources

Remote v Moderated Usability Testing - by Paul Rouke from PRWD

by Paul Rouke on Oct 04, 2011

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Remote v Moderated Usability Testing - by Paul Rouke from PRWD — Presentation Transcript