UX Smackdown! Usability Testing Techniques in the Ring

UX SMACKDOWN!Usability Testing Techniques in the Ring #UXSmackdown

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

ROUND 1 Focus Groups Vs. Fie ld Res earch #UXSmackdown

Focus Groups #UXSmackdown

?Why are we proponents of focus groups? #UXSmackdown

1. Focus groups do not have to be this...Photo copyright AMC #UXSmackdown

2. You don’t have to dress up like a $#%^&*@$!!#fieldstudyninja to get good data. #UXSmackdown

3a. Focus groups can be “in situ” #UXSmackdown

3b. Focus groups can be remote #UXSmackdown

4. Focus groups can have individual assignments beforegroup discussion to produce better data. #UXSmackdown

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

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

Field Research #UXSmackdown

“What people say, what people do, and what they say they do are entirely diﬀerent things.” —Margaret Mead #UXSmackdown

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

Immerse yourself in the user’s world #UXSmackdown

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

Stakeholder participation in analysis = everyone owns the study findingsPhoto by Jane Mejdahl, used under CC BY-‐SA 2.0. 19

Focus group falsehoods: • Human memory fail • Suggestibility • Social norms • Self-enhancement bias • Self serving facilitators #UXSmackdown

Imagine you’re askingabout #UXSmackdown

Oh! How do you Thanklike the gift I you! made you? (Ugh, it’s horrible.) #UXSmackdown

How do you Oh!like the app Great!we built you? (Yuck, it’s useless.) #UXSmackdown

Our study found thatfocus group participantsare more generous,more law abiding, andfloss more often. #UXSmackdown

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

ROUND 1Make Some Noise! #UXSmackdown

ROUND 1 Questions #UXSmackdown

ROUND 2 Eye Tr acking Vs. mote T estingUn moderated Re #UXSmackdown

Eye Tracking #UXSmackdown

#UXSmackdown

UnmoderatedRemote Usability Testing: ? #UXSmackdown

#UXSmackdown

Unmoderated Usability Testing #UXSmackdown

Benefits #UXSmackdown

Test hundreds of people simultaneously while keepingthem in their own natural environment. #UXSmackdown

Test multiple websites simultaneously. #UXSmackdown

Reduced costs... depending on the tool you use. #UXSmackdown

Great way to plant the seed of UCD methodologiesand introduce usability testing into a company. UX #UXSmackdown

Fewer logistics to manage and no need to worry aboutno-shows and getting last-minute replacements. #UXSmackdown

Fast Results #UXSmackdown

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

The danger... I wonderhow a real customerwould actually use this website? Panelist #UXSmackdown

The danger... BLOCKEDBLOCKED #UXSmackdown

There are no shortcutsto conductinggood research. #UXSmackdown

YO U B E THE JU DG E!Good? Evil? #UXSmackdown Photo copyright New Line Cinema

ROUND 3 elity Proto typesH igh Fid Vs. Itera tive T esting Rapid #UXSmackdown

High Fidelity Prototypes #UXSmackdown

Why #HighFidelityRules... ...and #IterativeTestingFailsPhoto copyright Apple #UXSmackdown

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

...but sometimes the final experience is not the same. #UXSmackdown

In today’s swipe and swish world you need the full experience. #UXSmackdown

Pause Suppli Perfor HIGHSCORE 0 es mance SCORE 02a. Iterative testing can’t tell you if you’re creating flow. #UXSmackdown

2a: Iterative testing can’t tell you if you’re creating flow. #UXSmackdown

You should see the front. blue fade yellow fade2b: Iterative testing can’t tell you if you’re creatingpersuasive design. #UXSmackdown

2b: Iterative testing can’t tell you if you’re creatingpersuasive design. #UXSmackdown

3. High fidelity prototypes identify the full implications of“stakeholder design” #UXSmackdown

#UXSmackdown

John, couldn’t you iteratively testsomething simple, like a login without a high fidelity prototype?! #UXSmackdown

John, couldn’t you iteratively testsomething simple, like a login without a high fidelity prototype?! YES #UXSmackdown

...but my argument is that increasingly we need thefull experience to understand a design’s success. #UXSmackdown

Final note: I too find great value in iterative design in theright circumstance! #UXSmackdown

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

High Fidelity Rapid Iterative Prototype vs. Usability Testing Testing #UXSmackdown

Low-Fidelity Prototyping viously Ad d pre rk N etwo ity Activ #UXSmackdown

RITE Usability Testing Test! Rev ised prob as s lem oon is id as a enti fied > Revise Revise Prototype! Prototype! Test! #UXSmackdown

How do you makedesign decisionsbased on only testing1 person? #UXSmackdown

Modified RITE Process ent ! Revise ! Test! Debrief! Pres ngs type(All users) Findi P roto Test! Debrief! (All users) #UXSmackdown

Benefits of choosing low-fidelity prototypes #UXSmackdown

Getting end user feedbackearlier in the design process. #UXSmackdown

It’s easier to throw awaypaper than code. #UXSmackdown

Provides the opportunity tothink outside the box. #UXSmackdown

It gets the entire team involved. #UXSmackdown

Participants are less apt to givenegative feedback on designs thathave a "finished" appearance. Oh, it’s lovely! I wouldn’t change anything. #UXSmackdown

i FT W! n Lo w-FRIT E o #UXSmackdown

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

#UXSmackdown

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UX Smackdown! Usability Testing Techniques in the Ring

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UX Smackdown! Usability Testing Techniques in the Ring Presentation Transcript