You probably know that user testing is a must-have before launching any production product/app/website, but did you know that you could be sabotaging your own results? Learn a few common mistakes with user testing and how you can hack cognitive psychology to get more accurate results from your testers.

1. THE PSYCHOLOGY OF
USER TESTING Amanda Loftis
@amandalenz63

2. www.amandaloftis.io
@amandalenz63
Amanda
UX/UI designer and
digital content strategist
LenzLoftis

3. WHAT IS USER TESTING?
@amandalenz63
and usability!

4. ➤ Web Apps
➤ Mobile Apps
➤ Website layouts
@amandalenz63

5. TYPES OF TESTING
@amandalenz63
➤Moderated
➤Remote moderated
➤Remote un-moderated

6. @amandalenz63
https://uxdesign.cc/user-testing-without-users-cc42ad130b76
MODERATED

7. @amandalenz63
http://melewi.net/blog/2017/01/23/how-to-run-a-usability-testing-sprint-remotely/
REMOTE MODERATED

8. @amandalenz63
https://www.usertesting.com/blog/2015/11/30/what-is-remote-usability-testing/
REMOTE UNMODERATED

9. @amandalenz63
https://www.tatvic.com/data-analytics-solutions/heat-map-integration/
REMOTE UNMODERATED

10. WHAT DOES THIS HAVE
TO DO WITH
PSYCHOLOGY?
@amandalenz63

11. @amandalenz63
USER TESTING LOVES PSYCHOLOGY
No need to reinvent the wheel!
Tests are like experiments

12. @amandalenz63
EXPERIMENT VS USER TEST
Psychology
Experiment
User
Testing BothProcess
1. Form a hypothesis
2. Design a study
3. Collect data
4. Analyze results
5. Share findings
6. Iterate

13. WHAT IS A COGNITIVE BIAS?
@amandalenz63
An error in thinking that occurs when
people are processing and interpreting
information in the world around them.

14. @amandalenz63
INATTENTIONAL BLINDNESS

15. @amandalenz63

16. @amandalenz63

17. @amandalenz63
CONFIRMATION BIAS

18. ARE BIASES BAD?
@amandalenz63
http://byalicelee.com/

19. @amandalenz63
THREE COMMON BIASES
1. Hawthorne Effect
2. Ordering Effect
3. Social Desirability Effect

20. @amandalenz63
HAWTHORNE/OBSERVER EFFECT
https://www.geckoboard.com/learn/data-literacy/statistical-fallacies/hawthorne-effect/

21. @amandalenz63

22. @amandalenz63
HOW TO OVERCOME:
1. Create a judgement-free zone
2. Stay out of direct sight
3. Track behavior remotely

23. @amandalenz63
ORDERING EFFECT

25. @amandalenz63
1. Register
2. Log in
3. Find a recipe
4. Post a comment on the recipe
5. Edit your profile
6. Log out
Group 1:

26. @amandalenz63
1. Find a recipe
2. Edit your profile
3. Log in
4. Log out
5. Post a comment on the article
6. Register
Group 2:

27. @amandalenz63
HOW TO OVERCOME:
1. Change the order
2. A/B test

28. @amandalenz63
SOCIAL DESIRABILITY EFFECT
http://uxmas.com/2012/i-knew-you-were-going-to-say-that

29. @amandalenz63
➤ How easy was it to find that information?
➤ How difficult was it to find that information?
➤ What would you expect to happen if you clicked
this button?
Leading:
Better:
➤ Tell me more about that.

30. @amandalenz63
HOW TO OVERCOME:
1. Avoid leading questions
2. Prevent one-word responses
3. Be aware of non-verbal communication

31. @amandalenz63
OTHER WAYS TO MINIMIZE BIAS
Get a diverse sample of users

32. @amandalenz63
OTHER WAYS TO MINIMIZE BIAS
Use different moderators

33. @amandalenz63
OTHER WAYS TO MINIMIZE BIAS
Practice for consistency

34. @amandalenz63
THINK LIKE A PSYCHOLOGIST!
1. Apply the scientific method
2. Consider cognitive biases
3. Aim for (mostly) non-biased data

35. www.amandaloftis.io
@amandalenz63
Thank you!