Hands on Usability Testing (Jonathan Rubin)
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Hands on Usability Testing (Jonathan Rubin)

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Given at the UXPA-DC (User Experience Professionals Association) Feb. 27, 2013 User Experience Intensive, Washington, DC.

Given at the UXPA-DC (User Experience Professionals Association) Feb. 27, 2013 User Experience Intensive, Washington, DC.

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  • For my usabiltiy presentation to I Want to picture in your head hanging out with a hollywood celebrity. Famous, talented AND instantly recoginzable- two Screen Actors Guild Awards, a Golden Globe, and two nominations for an Emmy Award. Picture that person in your head, OK?
  • We love our baby – it’s beautiful
  • But what if it’s an ugly baby? No one ever tells you if you’ve got an ugly baby. Sam – ugliest dog in world
  • Aha! We’ll get feedback. We’ll do focus groups, questionarries, surveys and we’ll get everything we need to know.
  • Problem – subject information has limitations. Eye witnesses so unreliable as to often not hold up in court. Easily influence –”do you remember brokejn glass wen it hit you – biased onb the misfornaiton effect.
  • GSA advantage – billions of dollars – tractors to notebooks to consulting services - “We are not Amazon”
  • The leading sites create the user experience that the world expects. You either meet these expectations or people get angry.
  • Meeting peoples needs and expectations is what user experience and usability are all about. Can be the largest factor in success – between a Zune and an ipod
  • Market reseach is what people say, usabiltiy is what they do. Gain feedback from customers and improve system.
  • Market reseach is what people say, usabiltiy is what they do. Gain feedback from customers and improve system.
  • Market reseach is what people say, usabiltiy is what they do. Gain feedback from customers and improve system.
  • Study them! Don’t rip off indiscrimnately, but look for good ideas
  • Market research is what people say, usabilityis what they do. Gain feedback from customers and improve system.
  • Behaviour is observed — what users do (rather than what users say they do).Participants perform real tasks — tasks that are meaningful to them and to the business.Involves real users — not just someone at the next desk.Observations and data are recorded and the data are analysed.
  • Getting feedback from customers as they use your site
  • Training – is failure. Everyone hates training. Trianing means your product is hard to use. Ever gotten training for your ATM? Or to turn on a car? You see it once, you can do it.
  • Ok, maybe making a product usable isa good idea, but provide it.
  • Study them! Don’t rip off indiscrimnately, but look for good ideas
  • Study them! Don’t rip off indiscrimnately, but look for good ideas
  • Here’s one story:Tested a site recently that get in the press it was so bad. When did they do usability testing?
  • Testing – we do testing. We do Quality assurance testing. Here if not earlier
  • My dad send this fax in the 1970s
  • People skip because they think they know what their users are thinking and expect. But they don’t. you don’t. I don’t.
  • guerilla - one who fights with few resoruces, quick and dirty, guided by principleguerilla UCD - not easy, not perfect, not for everyonegueriliaauCD - is CHEAP, fast, effective
  • Hallway test – more users, informal, public space. Common room, coffee shop
  • you don’t need a huge amount of people to identify a problem (use my slide about 70%)
  • 95% of usability tests are discount – small sample sizes of 10 or fewer, maybe around 5.
  • Qualitiative testing with small sample size – 3-5 per day is max
  • From the oatmeal.com
  • From the oatmeal.com
  • makes other people feel important and smart, open ended questions. Mostly listening but managing conversation – restate what they are saying, non-leading questions. “Thank you for that feedback” rather than “Correct! You found it”
  • Test with usability.gov – purpose, audience, what services they provide, contact them, any cost, free tools or materials,
  • Always end each meeting with a debrief session, discuss finding of the day while still fresh in everyone’s minds
  • Usability is now a team sport - observers are a part of the process, stakeholders are a part – more buy in
  • Sites to test:
  • Small changes can have big impact. Army – 30% decrease in calls. To get this impact, we need to make you successful, and to make you successful we give people a deadline of 30 days to make the changes we reocmmend

Hands on Usability Testing (Jonathan Rubin) Presentation Transcript

  • 1. Hands-On UsabilityTesting Jonathan Rubin UXPA-DC User Experience Intensive Feb. 27, 2013 @jonathan_rubin
  • 2. Before we begin…1. What do you already know about usability testing?2. What do you want to learn today?
  • 3. Limitations of Opinion “The accuracy of subjective reports is so poor as to suggest that any introspective access that may exist is not sufficient to produce generally correct or reliable reports.” - R. E. Nisbett and T. D. Wilson, On telling more than we can know: Verbal reports on mental processes, Psychological Review, Vol 84. (1977)
  • 4. To improve a product…1. Reliable data is crucial
  • 5. To improve a product…1. Reliable data is crucial2. Need to find out user expectations
  • 6. Usability =The ease with which people canemploy a particular tool or otherhuman-made object in order toachieve a particular goal - Wikipedia
  • 7. Usability = 5 E‟sEffectiveEfficientEngagingError TolerantEasy To Learn- Whitney Quesenbery (2004) „Balancing the 5Es:Usability‟
  • 8. Your turn: What sites havethese?EffectiveEfficientEngagingError TolerantEasy To Learn
  • 9. Usability Testing =Setting a series of tasks for people tocomplete and noting any problemsthey encounter– Andy Budd
  • 10. What‟s involved in a usabilitytest• Participants performing meaningful tasks• Real users – not your BFF• Observers (you or design team)• Recording data for analysis
  • 11. You can test ANYTHING• Hand-drawn sketch• Wireframe• Screenshot / JPG• HTML prototype• Live site• Competitor‟s site!
  • 12. Why care about usability?• Simple errors can lead to big problems• If the customer isn‟t happy, nobody‟s happy.• If visitors can‟t easily access your info, why have a site at all?• Casual visitors have a different experience than those who work with a website every day.
  • 13. Usability = Good CustomerService
  • 14. What‟s the ROI? “Spending 10% of your development budget on usability should improve your conversion rate by 83%.” – Jakob Nielson
  • 15. What‟s the ROI?• Reduced developer time
  • 16. What‟s the ROI?• Reduced developer time• Reduced training time
  • 17. What‟s the ROI?• Reduced developer time• Reduced training time• Reduced help desk calls / emails
  • 18. What‟s the ROI?• Reduced developer time• Reduced training time• Reduced help desk calls / emails• Higher task completion rate
  • 19. What‟s the ROI?• Reduced developer time• Reduced training time• Reduced help desk calls / emails• Higher task completion rate• Increased productivity
  • 20. What‟s the ROI?• Reduced developer time• Reduced training time• Reduced help desk calls / emails• Higher task completion rate• Increased productivity• PR boost
  • 21. Your turn: Any usabilityproblems?• Break into groups• Three usability problems you‟ve seen• 5 min.
  • 22. Common usability problems• Too many words• Excessive “insider speak” or jargon• Critical tasks hard to find• Poor navigation• Irrelevant search Results
  • 23. Launch!
  • 24. Launc h!Here!
  • 25. Launch!
  • 26. Resistance tochange Time
  • 27. Your boss says:
  • 28. Remembe r:Know your users,for you are not them
  • 29. Usability testing examines 4things:• Navigation• Presentation• Content• Interaction
  • 30. Formal InformalRecruiting, testing done for DIYyouTrained Facilitators Facilitators-in-training (i.e. You)Smaller chance of bias Larger chance of biasLengthy to set up + Fast setup, useimplement immediatelyGorgeous Reports Word TemplatesExpensive ($5k and up) Cheap / free
  • 31. Informal Testing, AKA..• Discount Testing• Quick Testing• Hallway Testing• Guerilla Testing• Rapid Iterative Testing
  • 32. 39 Hallway test
  • 33. Remuneration (cash andbeyond)• Money• Gift Certificates• Food (think blood drive)• A heartfelt thanks (i.e. nada)
  • 34. Diminishing returns
  • 35. Diminishing returnsSweet Spot
  • 36. Top Tasks – Why they camehere• Order a pizza• Find your contact information• Register for a class• Leave a comment• Get a rate quote• Learn about your services
  • 37. Active Listening / Think-Aloud Protocol• Tester does 90% of talking• You = Therapist / Travel Agent• Open Ended Questions (if any)• Non-leading responses – “Thanks for the feedback!”• Take notes but give attention
  • 38. Let‟s see it in action• Volunteers?
  • 39. Team sport51
  • 40. Let‟s do it!• Break into groups• Create 5 tasks for your site• Test• Debrief about results• Share
  • 41. Thanks!Jonathan RubinJdr613@gmail.comTwitter: Jonathan_rubin