One size does not fit all:  four approaches to User Experience Leah Raper Programme Director Brand Development Justin Darl...
What is User Experience (UX)? <ul><li>“ a person’s perceptions and responses that result from the use or anticipated use o...
Why does UX matter? <ul><li>People need to see value in a site/app if you want them to use it </li></ul><ul><li>A negative...
Why UX is often avoided… <ul><li>BUT there are a range of techniques you can use, not all of which are costly or difficult...
<ul><li>4 approaches to UX </li></ul><ul><ul><li>Online surveys </li></ul></ul><ul><ul><li>Rapid prototyping and Joint App...
 
Citizens Advice service extranet <ul><li>Card sorting </li></ul><ul><li>Prototyping </li></ul><ul><li>Guerrilla usability ...
 
Citizens Advice corporate site <ul><li>Expert review </li></ul><ul><li>Eye tracking </li></ul>
 
IHG Green Engage web app <ul><li>Online survey </li></ul><ul><li>Telephone interviews and workshops  </li></ul><ul><li>JAD...
IHG Brand Central site
 
 
 
&quot;At last – everything a creative agency could possibly need for each IHG brand, in one place and always up to date – ...
IHG Brand Central site <ul><li>Qualitative feedback from face-to-face workshops and telephone interviews </li></ul><ul><li...
Online surveys
Online surveys <ul><li>Tools: Survey Monkey (free 10 questions, 100 responses / other plans) </li></ul><ul><li>Good for: <...
Rapid prototyping and JAD
Rapid prototyping and JAD <ul><li>Tools: Axure (free trial / $589) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>User ...
Guerrilla usability testing
Guerrilla usability testing <ul><li>Tools: Silverback (free trial / $69) and Freemind (free) </li></ul><ul><li>Good for: <...
Remote usability testing
Remote usability testing <ul><li>Tools: Adobe Connect (free trial / $55 month) </li></ul><ul><li>Good for: </li></ul><ul><...
Eye tracking
Eye tracking <ul><li>Tools: Tobii [Acuity ETS] (purchase or affordable lease) </li></ul><ul><li>Good for: </li></ul><ul><u...
Conclusions <ul><li>Don’t underestimate the power of UX! </li></ul><ul><li>There are a range of methods you can use </li><...
Resources <ul><li>SurveyMonkey  (online surveys) </li></ul><ul><li>Axure  (rapid prototyping) </li></ul><ul><li>Silverback...
Contact us: <ul><li>www.wearesigma.com/ </li></ul><ul><li>@wearesigma </li></ul><ul><li>[email_address] </li></ul>
<ul><li>@WeAreSigma </li></ul>Thank you! Any questions?
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Internet world - Four approaches to User Experience and how they helped IHG and Citizens Advice

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Presentation on 4 approaches to UX by justin.darley@sigma.se. Follow us on Twitter: @wearesigma

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  • INTROS
  • Assume most in audience are familiar
  • Never underestimate the ability of users to simply refuse to use a site or app It can be VERY hard to win people back Or worse still, hated! If it’s an internal app/intranet, it can slow down productivity, attract widespread criticism or lead to error If its public-facing, designed to drive sales or deliver a service, your reputation is at stake if you don’t understand what people want from you. Getting it right however can lead to a rapid sharing of your site, content, products or service UX work ALWAYS throws up some surprises, quick fixes and the occasional howler UX is not one size fits all – what one audience loves another might hate Even as a UX house, we sometimes design things that real users don’t get
  • Perceptions aren’t always factual but it does need to be sold as a concept Focus on ROI – a little can go a long way, as well as the big intangible - people like to feel they’ve had their say! Always rewarding, often enjoyable for participants and can save real costs down the line
  • Chosen mechanisms that are relatively inexpensive and a little out of the norm Quite different customers, very different needs Both open minded about the value of user engagement and the need to test and refine
  • Briefly run thru the projects to explain which projects used which techniques Also mentioning some techniques we aren’t discussing in detail Citizens Advice extranet Essential to their work Establishes the link between the central organisation and the bureaux in the field
  • Guerilla usability testing of a prototype at bureaux and in head office Card sorting with a range of users
  • Main site for Citizens Advice potential donors, volunteers, partners and press
  • Users identified by Citizens Advice
  • Leah
  • IHG a global organisation
  • We use surveymonkey Simplest way to get a large number of responses Surveymonkey tracks responses and does some analysis – logistics are really very simple
  • Larger number Gives the results a more scientific basis If targeting members of the public consider recruiting thu a market research agency People need to know what’s coming and why – need to know it’s not spam People have other jobs to do Progress bar helps to avoid people dropping out Multi-choice Easier for them and you
  • Rapid prototyping and JAD Users, stakeholders and developers all together Discuss requirements and build prototype live in the session
  • Do this AFTER user research – otherwise 10 people might end up designing the app
  • Moving on from research to testing Don’t always need a lab Tools like Silverback and Morae allow you to capture usage patterns and user responses woth just a laptop and webcam Can easily carry this out at people’s offices if necessary
  • Guerilla testing across the web/phone
  • Monitor tracks what users are looking at Can be hired or bought – we use Acuity Fixations and saccades Larger blobs, longer time on focus
  • Internet world - Four approaches to User Experience and how they helped IHG and Citizens Advice

    1. One size does not fit all: four approaches to User Experience Leah Raper Programme Director Brand Development Justin Darley User Experience Consultant
    2. What is User Experience (UX)? <ul><li>“ a person’s perceptions and responses that result from the use or anticipated use of a product, system or service” </li></ul>— ISO definition
    3. Why does UX matter? <ul><li>People need to see value in a site/app if you want them to use it </li></ul><ul><li>A negative experience is lasting and hard to shake off </li></ul><ul><li>Sites/apps that are hard to use are ignored </li></ul><ul><li>You don’t know your users as well as you think you do </li></ul><ul><li>You can help to ensure a positive UX through: </li></ul><ul><li>Research </li></ul><ul><li>Testing </li></ul>
    4. Why UX is often avoided… <ul><li>BUT there are a range of techniques you can use, not all of which are costly or difficult </li></ul>expensive time consuming complex
    5. <ul><li>4 approaches to UX </li></ul><ul><ul><li>Online surveys </li></ul></ul><ul><ul><li>Rapid prototyping and Joint Application Development (JAD) </li></ul></ul><ul><ul><li>Remote and guerrilla usability testing </li></ul></ul><ul><ul><li>Eye tracking </li></ul></ul><ul><li>4 different projects </li></ul><ul><ul><li>Citizens Advice service extranet </li></ul></ul><ul><ul><li>Citizens Advice corporate site </li></ul></ul><ul><ul><li>InterContinental Hotels Group (IHG) Green Engage web app </li></ul></ul><ul><ul><li>IHG Brand Central site </li></ul></ul>4 approaches, 4 projects…
    6.  
    7. Citizens Advice service extranet <ul><li>Card sorting </li></ul><ul><li>Prototyping </li></ul><ul><li>Guerrilla usability testing </li></ul>
    8.  
    9. Citizens Advice corporate site <ul><li>Expert review </li></ul><ul><li>Eye tracking </li></ul>
    10.  
    11. IHG Green Engage web app <ul><li>Online survey </li></ul><ul><li>Telephone interviews and workshops </li></ul><ul><li>JAD session </li></ul><ul><li>Rapid prototype </li></ul><ul><li>Usability testing </li></ul>
    12. IHG Brand Central site
    13.  
    14.  
    15.  
    16. &quot;At last – everything a creative agency could possibly need for each IHG brand, in one place and always up to date – genius!!!&quot; &quot;Brand Central has provided a quicker than average route to market and excellent resource for our hotels…&quot; &quot;Brand Central houses everything you need to know…&quot;
    17. IHG Brand Central site <ul><li>Qualitative feedback from face-to-face workshops and telephone interviews </li></ul><ul><li>Quantitative feedback from online survey </li></ul><ul><li>User profiles for the main user types; corporate, hotel and third-party users </li></ul><ul><li>Lab based and remote usability testing </li></ul><ul><li>A huge success! </li></ul><ul><li>Used in 105 countries and territories </li></ul><ul><li>10,000 unique visitors </li></ul><ul><li>Over 205,800 page views </li></ul><ul><li>Average user spends over 6 minutes </li></ul>
    18. Online surveys
    19. Online surveys <ul><li>Tools: Survey Monkey (free 10 questions, 100 responses / other plans) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Larger datasets </li></ul></ul><ul><ul><li>Quantitative feedback </li></ul></ul><ul><li>Tips: </li></ul><ul><ul><li>Clear introductory email </li></ul></ul><ul><ul><li>Maximum of 15 minutes to complete </li></ul></ul><ul><ul><li>Aim for 80-100 responses (response rates vary) </li></ul></ul><ul><ul><li>Progress bar </li></ul></ul><ul><ul><li>Multiple choice questions </li></ul></ul><ul><ul><li>Good tips on the blog (blog.surveymonkey.com) </li></ul></ul><ul><ul><li>Use the data collected to feed into user profiles </li></ul></ul>
    20. Rapid prototyping and JAD
    21. Rapid prototyping and JAD <ul><li>Tools: Axure (free trial / $589) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>User centred User Interface (UI) design </li></ul></ul><ul><ul><li>Highly visual </li></ul></ul><ul><ul><li>Rapid feedback </li></ul></ul><ul><ul><li>Requirements gathering </li></ul></ul><ul><ul><li>Provides a prototype for usability testing </li></ul></ul><ul><li>Tips: </li></ul><ul><ul><li>Minimum of 2 people to run the session </li></ul></ul><ul><ul><li>User, stakeholder and technical representatives </li></ul></ul><ul><ul><li>Maximum of 10 participants </li></ul></ul><ul><ul><li>Keep it as informal as possible </li></ul></ul><ul><ul><li>Break people into small groups </li></ul></ul><ul><ul><li>Make good use of post-its and whiteboards </li></ul></ul>
    22. Guerrilla usability testing
    23. Guerrilla usability testing <ul><li>Tools: Silverback (free trial / $69) and Freemind (free) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Low cost usability testing </li></ul></ul><ul><ul><li>Quantitative feedback </li></ul></ul><ul><li>Tips: </li></ul><ul><ul><li>Introductory email </li></ul></ul><ul><ul><li>Any users are better than none but aim for two rounds: 10 per round </li></ul></ul><ul><ul><li>Aim for a good cross-section </li></ul></ul><ul><ul><li>Max 30-45 minutes to complete (around 5 tasks) </li></ul></ul><ul><ul><li>Create meaningful tasks – word tasks as instructions </li></ul></ul><ul><ul><li>Draft in a scribe </li></ul></ul><ul><ul><li>Think aloud and retrospective think aloud </li></ul></ul><ul><ul><li>Discussion guide – consistency is important </li></ul></ul>
    24. Remote usability testing
    25. Remote usability testing <ul><li>Tools: Adobe Connect (free trial / $55 month) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Geographically distributed users </li></ul></ul><ul><ul><li>Qualitative feedback </li></ul></ul><ul><li>Tips: </li></ul><ul><ul><li>As for guerrilla, plus: </li></ul></ul><ul><ul><li>Create a set up guide </li></ul></ul><ul><ul><li>Try to keep sessions a bit shorter </li></ul></ul><ul><ul><li>Have several dry runs! </li></ul></ul><ul><ul><li>Use Adobe to record sound and visual </li></ul></ul>
    26. Eye tracking
    27. Eye tracking <ul><li>Tools: Tobii [Acuity ETS] (purchase or affordable lease) </li></ul><ul><li>Good for: </li></ul><ul><ul><li>Detailed information on user behaviour </li></ul></ul><ul><li>Tips: </li></ul><ul><ul><li>Pay particular attention to set up </li></ul></ul><ul><ul><li>Use retrospective think aloud techniques </li></ul></ul><ul><ul><li>Take detailed notes </li></ul></ul><ul><ul><li>Create meaningful tasks </li></ul></ul><ul><ul><li>Recruit the right participants </li></ul></ul>
    28. Conclusions <ul><li>Don’t underestimate the power of UX! </li></ul><ul><li>There are a range of methods you can use </li></ul><ul><li>Doesn’t have to be expensive, time consuming or complex </li></ul><ul><li>Can be a great way to get user buy in </li></ul><ul><li>Satisfied users means a successful project </li></ul>
    29. Resources <ul><li>SurveyMonkey (online surveys) </li></ul><ul><li>Axure (rapid prototyping) </li></ul><ul><li>Silverback (guerrilla testing) </li></ul><ul><li>Freemind (mind-mapping) </li></ul><ul><li>Adobe Connect (remote testing) </li></ul><ul><li>Acuity (eye tracking) </li></ul>To recap… Also of interest… <ul><li>Card sorting (shaping navigation) </li></ul><ul><li>Treejack (tree testing navigation) </li></ul><ul><li>AbilityNet (accessibility testing) </li></ul><ul><li>EpiServer (multivariate testing) </li></ul><ul><li>Google Optimiser (conversion rates) </li></ul>Slides available at http://www.slideshare.net/wearesigma
    30. Contact us: <ul><li>www.wearesigma.com/ </li></ul><ul><li>@wearesigma </li></ul><ul><li>[email_address] </li></ul>
    31. <ul><li>@WeAreSigma </li></ul>Thank you! Any questions?

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