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UX Smackdown! Usability Testing Techniques in the Ring
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UX Smackdown! Usability Testing Techniques in the Ring

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Presentation from 2012 SXSW Interactive

Presentation from 2012 SXSW Interactive

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UX Smackdown! Usability Testing Techniques in the Ring Presentation Transcript

  • 1. UX SMACKDOWN!Usability Testing Techniques in the Ring #UXSmackdown
  • 2. Aviva Rosenstein Rebecca SherrillSr Mgr, User Research UX LeadSalesforce.com Beaconfire.com@uxresearch @beccasKyle Soucy Michael SummersFounding Principal Global User Experience, PaypalUsableInterface.com UserResearch.com@kylesoucy @ez2useJohn WhalenUX Lead & FounderBrilliant Experience.com@johnwhalen #uxSmackdown #UXSmackdown
  • 3. ROUND 1 Focus Groups Vs. Fie ld Res earch #UXSmackdown
  • 4. Focus Groups #UXSmackdown
  • 5. ?Why are we proponents of focus groups? #UXSmackdown
  • 6. 1. Focus groups do not have to be this...Photo  copyright  AMC #UXSmackdown
  • 7. 1. Focus groups do not have to be this...Photo  copyright  AMC #UXSmackdown
  • 8. 2. You don’t have to dress up like a $#%^&*@$!!#fieldstudyninja to get good data. #UXSmackdown
  • 9. 3a. Focus groups can be “in situ” #UXSmackdown
  • 10. 3b. Focus groups can be remote #UXSmackdown
  • 11. 4. Focus groups can have individual assignments beforegroup discussion to produce better data. #UXSmackdown
  • 12. Drip Coffee?! No M&M’s? I must make a Totally Starbucks run! unacceptable! I can’t work under these conditions! Diet Pepsi is ...and only 12 no substitute for menu choices?!! Diet Coke! Who has the Zagats!Finally, think of what you’d miss behind the glass... Check out skydeckcartoons.com for more. #UXSmackdown
  • 13. SummaryReasons for conducting Focus Groups:1. Focus groups can be “small groupworkshops,” not “focus groups”.2. You don’t have to dress up like a fieldstudies ninja.3. Focus groups can be “in situ” orremote.4. Focus groups can haveindividual assignments beforegroup discussion to improve dataquality. #UXSmackdown
  • 14. Field Research #UXSmackdown
  • 15. “What  people  say,  what  people  do,  and  what  they  say  they  do  are  entirely  different  things.”   —Margaret Mead #UXSmackdown
  • 16. Focus groups aren’t enough:If you want to find out: • What users want & need • What they’re doing now • How they feel about it • What you can improve
  • 17. Immerse yourself in the user’s world #UXSmackdown
  • 18. ROLE: Business OwnerTASK: Approve visual design directionCONTEXT: Waterfall dev process. Supervises multipleproduct managers. Frequently Approve visual design direction TASK: mobile; uses iPhone.CHARACTERISTICS: Short aention span.Under significant time pressure. PM IDFocuses on visuals and metrics. BOCONTENT CRITERIA: Brief, clear presentation in commonformats consumable on mobile devices Dev Mgr VzD #UXSmackdown
  • 19. Stakeholder participation in analysis = everyone owns the study findingsPhoto  by  Jane  Mejdahl,    used  under  CC  BY-­‐SA  2.0.   19
  • 20. Focus group falsehoods: • Human memory fail • Suggestibility • Social norms • Self-enhancement bias • Self serving facilitators #UXSmackdown
  • 21. Imagine you’re askingabout #UXSmackdown
  • 22. Oh! How do you Thanklike the gift I you! made you? (Ugh, it’s horrible.) #UXSmackdown
  • 23. How do you Oh!like the app Great!we built you? (Yuck, it’s useless.) #UXSmackdown
  • 24. Our study found thatfocus group participantsare more generous,more law abiding, andfloss more often. #UXSmackdown
  • 25. SummaryField studies let you: • Understand user needs • Uncover tacit knowledge that isn’t consciously available • Find deltas between how users think they do something and their performance • Develop actionable insights • Identify opportunities for innovation #UXSmackdown
  • 26. ROUND 1Make Some Noise! #UXSmackdown
  • 27. ROUND 1 Questions #UXSmackdown
  • 28. ROUND 2 Eye Tr acking Vs. mote T estingUn moderated Re #UXSmackdown
  • 29. Eye Tracking #UXSmackdown
  • 30. #UXSmackdown
  • 31. UnmoderatedRemote Usability Testing: ? #UXSmackdown
  • 32. #UXSmackdown
  • 33. Unmoderated Usability Testing #UXSmackdown
  • 34. Benefits #UXSmackdown
  • 35. Test hundreds of people simultaneously while keepingthem in their own natural environment. #UXSmackdown
  • 36. Test multiple websites simultaneously. #UXSmackdown
  • 37. Reduced costs... depending on the tool you use. #UXSmackdown
  • 38. Great way to plant the seed of UCD methodologiesand introduce usability testing into a company. UX #UXSmackdown
  • 39. Fewer logistics to manage and no need to worry aboutno-shows and getting last-minute replacements. #UXSmackdown
  • 40. Fast Results #UXSmackdown
  • 41. In-context Feedback “...I’m only offered a search by model number. How ridiculous.” “...I would like to see the products availability and delivery/ shipping information listed.”Image source: Loop11 #UXSmackdown
  • 42. The danger... I wonderhow a real customerwould actually use this website? Panelist #UXSmackdown
  • 43. The danger... BLOCKEDBLOCKED #UXSmackdown
  • 44. There are no shortcutsto conductinggood research. #UXSmackdown
  • 45. YO U B E THE JU DG E!Good? Evil? #UXSmackdown Photo  copyright  New  Line  Cinema
  • 46. ROUND 2Make Some Noise! #UXSmackdown
  • 47. ROUND 2 Questions #UXSmackdown
  • 48. ROUND 3 elity Proto typesH igh Fid Vs. Itera tive T esting Rapid #UXSmackdown
  • 49. High Fidelity Prototypes #UXSmackdown
  • 50. Why #HighFidelityRules... ...and #IterativeTestingFailsPhoto  copyright  Apple #UXSmackdown
  • 51. Weight 2,061 2,954 Drive Train Rear Rear HP 350 320 Torque 292 273 Top Speed 156 171 0-60 5.3 4.9Why High-Fidelity Prototypes?1. Everything looks great on paper... #UXSmackdown
  • 52. ...but sometimes the final experience is not the same. #UXSmackdown
  • 53. ...but sometimes the final experience is not the same. #UXSmackdown
  • 54. In today’s swipe and swish world you need the full experience. #UXSmackdown
  • 55. Pause Suppli Perfor HIGHSCORE 0 es mance SCORE 02a. Iterative testing can’t tell you if you’re creating flow. #UXSmackdown
  • 56. 2a: Iterative testing can’t tell you if you’re creating flow. #UXSmackdown
  • 57. You should see the front. blue fade yellow fade2b: Iterative testing can’t tell you if you’re creatingpersuasive design. #UXSmackdown
  • 58. 2b: Iterative testing can’t tell you if you’re creatingpersuasive design. #UXSmackdown
  • 59. 3. High fidelity prototypes identify the full implications of“stakeholder design” #UXSmackdown
  • 60. #UXSmackdown
  • 61. John, couldn’t you iteratively testsomething simple, like a login without a high fidelity prototype?! #UXSmackdown
  • 62. John, couldn’t you iteratively testsomething simple, like a login without a high fidelity prototype?! YES #UXSmackdown
  • 63. ...but my argument is that increasingly we need thefull experience to understand a design’s success. #UXSmackdown
  • 64. Final note: I too find great value in iterative design in theright circumstance! #UXSmackdown
  • 65. SummaryReasons for High-FidelityPrototypes:1. In today’s swipe and swish worldyou need the full experience.2. You can’t really “iteratively test”,persuasive or multi-channel designs.3. High-fidelity prototypes identify thefull implications of“stakeholder design”. #UXSmackdown
  • 66. High Fidelity Rapid Iterative Prototype vs. Usability Testing Testing #UXSmackdown
  • 67. Low-Fidelity Prototyping viously Ad d pre rk N etwo ity Activ #UXSmackdown
  • 68. RITE Usability Testing Test! Rev ised prob as s lem oon is id as a enti fied > Revise Revise Prototype! Prototype! Test! #UXSmackdown
  • 69. How do you makedesign decisionsbased on only testing1 person? #UXSmackdown
  • 70. Modified RITE Process ent ! Revise ! Test! Debrief! Pres ngs type(All users) Findi P roto Test! Debrief! (All users) #UXSmackdown
  • 71. Benefits of choosing low-fidelity prototypes #UXSmackdown
  • 72. Getting end user feedbackearlier in the design process. #UXSmackdown
  • 73. It’s easier to throw awaypaper than code. #UXSmackdown
  • 74. Provides the opportunity tothink outside the box. #UXSmackdown
  • 75. It gets the entire team involved. #UXSmackdown
  • 76. Participants are less apt to givenegative feedback on designs thathave a "finished" appearance. Oh, it’s lovely! I wouldn’t change anything. #UXSmackdown
  • 77. i FT W! n Lo w-FRIT E o #UXSmackdown
  • 78. ROUND 3Make Some Noise! #UXSmackdown
  • 79. ROUND 3 Questions #UXSmackdown
  • 80. Focus G roups Vs. Field R racking esearc Eye T h Vs. ed Remot e TestingU nmoderat High Fidelity Prototypes Vs. Rapid Iterative Testing #UXSmackdown
  • 81. #UXSmackdown