How User Testing Can Inform Content - 03/19/12 Content Strategy - Minneapolis Meetup


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Ben Wallace of Link Positive presentation to the Content Strategy - Minneapolis Meetup at CoCo Minneapolis on March 20, 2012.

Slide #20 offers the summary take-away points on how user testing can inform content.

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How User Testing Can Inform Content - 03/19/12 Content Strategy - Minneapolis Meetup

  1. 1. User Testingand Content Strategy By Ben Wallace @BenWallace Tuesday, March 20, 2012 Prepared for Twin Cities Content Strategy Meetup
  2. 2. AgendaIntroHow I got into UsabilityWhat is UX, Usability and Usability Testing?How Usability Testing can inform Content StrategyCase StudiesUsability ResourcesDiscussion
  3. 3. ...that, and the handle@BenWallace (not) was already taken. "I dont Twitter," Wallace said at Quicken Loans Arena. "If you want to talk to me, you got to come see me. Thats why I dont need Twitter." - Detroit Free Press
  4. 4. Intro ** Not a licensed usability specialist
  5. 5. Many Local UX and Usability Experts  Eaton Golden (Emily Eaton, John Golden, Mahtab Rezai, +)  Evantage (Fred Beecher+)  Straight Line Theory  Fredrickson Communications (John Wooden+ )  Katie Ware (Campbell Mithun)  Kristi Olson (Deluxe)  Susan Dray & David Siegel  Lyle Kantrovich (Vivid Mojo)  Libby Cecci  “DeeDee” DeMulling (Oprum Insight)  Garrick Van Buren  Carlos Abler  Peter Barry  Jennifer Bombach  Dan Hill (Sensory Logic)  Corporate (e.g. US Bank, Target, Medtronic)  U of M Usability Services  HFI  Perficient  …..and many I’m sure I’ve overlooked (sorry)
  6. 6. How I got into Usability Testing  Market Sensing a constant in brand/mktg strategic planning   Org/Brand Strategy > Audit touchpoints > Interview stakeholders   Voice of the Customer (VOC)   at heart of strategy   then, used for contextual feedback and direction on designs  Brand Strategy mapped to Stakeholder Profiles and Experience across Touchpoints   User Personas; Demographic and Psychographic profiles; Styleboards   Interviews to identify impressions, position, differentiators,  Started doing Interactive Design in 1995   First interactive tools and Web design efforts   Helped build out internal interactive services   Evolving Web best practices   User Task Scenarios
  7. 7. How I got into Usability Testing  Project: Corporate Intranet   Content Strategy Easy   Information Architecture (Site Map)   User Interface (Wireframes)   Search Strategy   Business Process Facilitation (e.g. Benefits Enrollment)  Methods   Benchmarking   Site Analytics (including search log analysis)   Card Sorting   Wireframe Paper Prototype Testing Info   Survey  Sample Results: Lifted by 10%+ (n=11,778)   “Enrolling online was easy to do”   “I had all the information I needed to make my enrollment decisions”
  8. 8. How I got into Usability Testing  Professional Organization Involvement  UPA- MN   Events   Board of Directors  UPA-International   Project: UPA Brand Strategy   UPA Conference   Influencers   Lyle Kantrovich   Steve Krug (Don’t Make Me Think)   Susan Dray   Ginny Redish   Jared Spool
  9. 9. How I got into Usability Testing  Factored into Web site Consulting Projects  Hired to facilitate usability testing
  10. 10. What Is Usability?
  11. 11. What is Usability?  Usability is concerned with product digital or interface’s ability to support a users desired task vs. holistic experience  User Experience (UX)   CHI: “In summary, we recommend the term user experience to be scoped to products, systems, services, and objects that a person interacts with through a user interface.”   “…HCI researchers and practitioners have become well aware of the limitations of the traditional usability framework, which focuses primarily on user cognition and user performance in human-technology interactions. In contrast, UX highlights non-utilitarian aspects of such interactions, shifting the focus to user affect, sensation, and the meaning as well as value of such interactions in everyday life.   ISO 9241-11: Guidance on Usability (1998) Usability: the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.
  12. 12. What is Usability?Where brand intent and user intent meet, with minimal user effort.  User:   Task completion  Brand:   Objectives (often to support user task)   Action Targets (conversions)   Business Processes   Brand Experience
  13. 13. What is Usability Testing?   Evaluation Subset of Usability/ UX (Research, Evaluation, Design, Management )   Defined user validation of intuitive, effective function   Subjective feedback on interface and ability to complete   Heuristic Usability Evaluation vs. User Validation   Not QA testing, performance, stress, security, etc.“…only the process that employs participants who are representative of thetarget population to evaluate the degree to which a product meets specificusability criteria (Barnum, 2002). Other practitioners use the term moreglobally to refer to any technique used to evaluate how easy a product orsystem is to use.”- TEST AND DATA SERVICES PTY (LTD)
  14. 14. Methods and Tools  Observation   Side-by-side   Remote   1-way glass  Facilitated   Scenarios   Prompting  Software Tools   Screen Capture   Morae (from TechSmith)   Silverback   Eye Tracking
  15. 15. Testing Process  Develop testing plan   Goals/ objectives   User profiles and tasks   Method, scripts, tools, etc.  Recruit representative participants  Create test materials (prototypes)  Brief participants  Facilitate evaluation  User questionnaire  Review findings / implications with team  Refine test materials for next stage  Revisit once implemented
  16. 16. Sessions  Typical Formats   Paper Prototypes/ Wireframes   High Fidelity Prototypes   Live Sites/ Software/ Products  Observation and Facilitated Feedback around a Product/ interface   Talk out loud   Share open ended scenario (need, interest, search terms, where to look)   Initial Reactions   General Feel   Expectations   Where would you go? Why?   Anything Missing? Not important? Confusing?   Walk through task scenarios  Survey
  17. 17. When to do Usability Testing?  Early and Often (Agile, iterative)  Various Stages   Existing site   IA   Wireframes   Design paper   Design functional   Live
  18. 18. How Can User Testing InformContent?
  19. 19. How Can User Testing Inform Content?  Information + Functionality   Persona Insights   Relevance / Interest/ Appeal   Mindset, emotional triggers, passions,   Right information, missing information, affiliations, preferences, character additions, cuts   Context/ Task Insights   Overall presentation   Steps, thought processes  Terms   Stories   Topics   Frame of reference   Natural language   ~ Empathy   Navigation Labeling (UI)   Competitive Comparison   Keywords (SEO)   Web experience  Grouping / Logic/ Navigation/   Key differentiators Sorts   Validate as True to Brand   Information Architecture (IA) - macro view Expectations/ Reality and Web Site Maps   Confirmation of brand expectations   Logical groupings and nesting (plus lateral   Reinforces aspects of product/svc. UX links, nav/sort options)  Emphasis and Design   Priority, order, number   Format (size, color) ~Design (UI)   Accessibility*
  20. 20. Cases
  21. 21. Prototype Live Site
  22. 22. Prototype Live Site
  23. 23. Other User Insight Methods
  24. 24. Other User Insight Sources…  Web   Site Analytics   Search Analytics   Social Sensing   Eye Tracking/ Heat Maps (F pattern)   A/B and Multivariate Testing  Sales/ CSR/ Call Centers/ Channel Partners  Interviews  Surveys  Observation/ Ethnographic Research  Camera Studies
  25. 25. Usability Resources(a sampling)
  26. 26. Resources – People / Sites/ Books  Jacob Nielsen  + Alertbox  Jared Spool   Steve Krug   Ginny Redish   Susan Weinschenk 
  27. 27. Usability Resources – Groups and Orgs  UX Meetups  UPA-MN  UPA Inernational  HFES  IXDA  SIG-CHI (ACM)  STC
  28. 28. Discussion  Others’ experiences with usability testing?
  29. 29. Thank You!Ben Wallace, President - Brand & Marketing Strategist Link Positive, Inc. 612.747.3457 (mobile/txt) @BenWallace