Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1Justyna Berzowska
UX Testing for Beginners:
Tools, tests and tricks for optimizing your site
WordCamp Vancouver / August ...
2Justyna Berzowska
User research vs. market research
Deliver: recommend changes based on results
UX Testing
Goals
Hypothes...
3Justyna Berzowska
1. Identifying goals
2. Identifying key user tasks
3. Asking questions
4. Where are you now?
5. How is ...
Justyna Berzowska 4
1
Identifying goals
5Justyna Berzowska
To start, you need to know what your site is trying to
do.
A website has many different kinds of goals:...
6Justyna Berzowska
Using data from
- Analytics
- Client workshops
- Stakeholder interviews
- User interviews & tests
1 - I...
7Justyna Berzowska
Using data from
- Analytics
- Client workshops
- Stakeholder interviews
- User interviews & tests
You c...
8Justyna Berzowska
1 - Identifying goals / HEART Framework
Category What It Measures
Happiness User attitudes as they use ...
9Justyna Berzowska
Here’s an example from Higher Ed:
Engagement Goal:
Users feel welcome and part of the community
Signal:...
Justyna Berzowska 10
2
Identifying
key user tasks
11Justyna Berzowska
At a university, these might be...
● Prospective students
● Current students
● Faculty
● Staff, includ...
12Justyna Berzowska
1. Applying for a program
2. Finding out about funding and scholarships
3. Finding research opportunit...
13Justyna Berzowska
Task
Finding research opportunities and careers
Scenario #1
You have heard that the school is hiring i...
14Justyna Berzowska
2 - Identifying key user tasks / User Scenarios
Justyna Berzowska 15
3
Asking questions
16Justyna Berzowska
● Measuring the current state: where are you now?
● Setting benchmarks: e.g. how is your navigation pe...
Justyna Berzowska 17
4
Where are you now?
18Justyna Berzowska
● Measuring the current state: where are you now?
○ Observation
○ Feedback
○ Studies
4 - Where are you...
19Justyna Berzowska
● Measuring the current state: where are you now?
○ Observation
○ Feedback
○ Studies
4 - Where are you...
20Justyna Berzowska
● Observation
○ Analytics
○ Heatmaps
○ Recordings
○ In-person observation
4 - Where are you now / Obse...
21Justyna Berzowska
● Analytics - Google, Scrutiny, Content Insight
4 - Where are you now / Observation
22Justyna Berzowska
● Heatmaps - Hotjar, Google?
4 - Where are you now / Observation
23Justyna Berzowska
● Recordings
vs.
● In-person observation
4 - Where are you now / Observation
24Justyna Berzowska
● Feedback
○ Front line staff
○ Polls
○ Surveys
4 - Where are you now / Feedback
25Justyna Berzowska
● Feedback
○ Front line staff
■ What questions is your front line staff getting?
● Sales
● Support
● A...
26Justyna Berzowska
● Polls - Hotjar
4 - Where are you now / Feedback
27Justyna Berzowska
● Surveys -
○ SurveyMonkey, Google, etc.
○ Survey recruitment tools - ethn.io
4 - Where are you now / ...
28Justyna Berzowska
● Studies
○ In person, with tasks
○ Over google hangouts/skype, with tasks
○ Using a testing tool, wit...
Justyna Berzowska 29
5
How is your navigation
performing?
30Justyna Berzowska
● Checking the top level:
○ First Click
● Checking your key tasks:
○ Tree studies
● Understanding how ...
31Justyna Berzowska
● First Click (Usability Hub):
○ Upload a design
○ Ask a question: Where would you click to view job o...
32Justyna Berzowska
● Optimal Sort - Treejack
5 - How is your navigation performing / Tree Test
33Justyna Berzowska
● Treejack results
5 - How is your navigation performing / Tree Test
34Justyna Berzowska
● Treejack results: First click
5 - How is your navigation performing / Tree Test
35Justyna Berzowska
●
5 - How is your navigation performing / Open Card Sort
36Justyna Berzowska
●
5 - How is your navigation performing / Open Card Sort
37Justyna Berzowska
● Closed card sorts - similarity matrix
5 - How is your navigation performing / Closed Card Sort
38Justyna Berzowska
● Closed card sorts - dendograms
5 - How is your navigation performing / Closed Card Sort
Justyna Berzowska 39
6
What will people think of
your new design?
40Justyna Berzowska
● Validating changes to your designs:
○ What will people think?
■ First impressions
■ Preference
■ Gen...
41Justyna Berzowska
● Also known as: 5 second tests
6 - What will people think / First Impressions
42Justyna Berzowska
● Preference
6 - What will people think / Preference
43Justyna Berzowska
● General questions
6 - What will people think / Question tests
Justyna Berzowska 44
7
How will a change
perform?
45Justyna Berzowska
● How will a change perform?
○ Task-based approach
○ A/B test
○ Analytics
7 - How will a change perfor...
Justyna Berzowska 46
Thanks!
Questions & Comments?
Justyna Berzowska
@jberzowska
Upcoming SlideShare
Loading in …5
×

UX Testing for Beginners

381 views

Published on

Slides from my WordCampYVR 2016 talk.

Published in: Internet
  • Be the first to comment

UX Testing for Beginners

  1. 1. 1Justyna Berzowska UX Testing for Beginners: Tools, tests and tricks for optimizing your site WordCamp Vancouver / August 2016
  2. 2. 2Justyna Berzowska User research vs. market research Deliver: recommend changes based on results UX Testing Goals Hypothesis Questions Plan Run Adapt? Conduct Trends Issues The unexpected Analyze Number Type Gift Cards Recruit
  3. 3. 3Justyna Berzowska 1. Identifying goals 2. Identifying key user tasks 3. Asking questions 4. Where are you now? 5. How is your navigation performing? 6. What will people think of your new design? 7. How will a change perform? What will this talk cover?
  4. 4. Justyna Berzowska 4 1 Identifying goals
  5. 5. 5Justyna Berzowska To start, you need to know what your site is trying to do. A website has many different kinds of goals: - Sales objectives - Communication objectives - Technical objectives - Maintenance objectives - User objectives … how do we bring them together? 1 - Identifying goals / Intro
  6. 6. 6Justyna Berzowska Using data from - Analytics - Client workshops - Stakeholder interviews - User interviews & tests 1 - Identifying goals / Gather data
  7. 7. 7Justyna Berzowska Using data from - Analytics - Client workshops - Stakeholder interviews - User interviews & tests You can map out - Project goals & pillars - Core strategy statement - User goals, signals & metrics 1 - Identifying goals / Synthesize
  8. 8. 8Justyna Berzowska 1 - Identifying goals / HEART Framework Category What It Measures Happiness User attitudes as they use the website Engagement Level of interaction with key features Adoption Number of users who commit to a product offer Retention Rate of sustained engagement with the website over time Task Success Users’ ability to complete the task they came for
  9. 9. 9Justyna Berzowska Here’s an example from Higher Ed: Engagement Goal: Users feel welcome and part of the community Signal: Content subscriptions increase (news, etc) Interest in studying at the school increase Metric: Increase in subscriptions to the main newsletter 20% increase in requests for a prospectus Increase in online contact requests for the Study Team 1 - Identifying goals / Goals, Signals & Metrics
  10. 10. Justyna Berzowska 10 2 Identifying key user tasks
  11. 11. 11Justyna Berzowska At a university, these might be... ● Prospective students ● Current students ● Faculty ● Staff, including staff who work remotely ● Donors & funders ● Research partners 2 - Identifying key user tasks / User Groups
  12. 12. 12Justyna Berzowska 1. Applying for a program 2. Finding out about funding and scholarships 3. Finding research opportunities and careers 4. Preparing to attend the school 5. Making a donation 2 - Identifying key user tasks / User Tasks
  13. 13. 13Justyna Berzowska Task Finding research opportunities and careers Scenario #1 You have heard that the school is hiring in your field and would like to see the job description. Where would you expect to find a listing of job opportunities? 2 - Identifying key user tasks / User Scenarios
  14. 14. 14Justyna Berzowska 2 - Identifying key user tasks / User Scenarios
  15. 15. Justyna Berzowska 15 3 Asking questions
  16. 16. 16Justyna Berzowska ● Measuring the current state: where are you now? ● Setting benchmarks: e.g. how is your navigation performing? ● Validating changes to your designs: ○ What will people think? ○ How will a change perform? 3 - Asking questions / What do you want to know?
  17. 17. Justyna Berzowska 17 4 Where are you now?
  18. 18. 18Justyna Berzowska ● Measuring the current state: where are you now? ○ Observation ○ Feedback ○ Studies 4 - Where are you now / Intro
  19. 19. 19Justyna Berzowska ● Measuring the current state: where are you now? ○ Observation ○ Feedback ○ Studies 4 - Where are you now / Intro
  20. 20. 20Justyna Berzowska ● Observation ○ Analytics ○ Heatmaps ○ Recordings ○ In-person observation 4 - Where are you now / Observation
  21. 21. 21Justyna Berzowska ● Analytics - Google, Scrutiny, Content Insight 4 - Where are you now / Observation
  22. 22. 22Justyna Berzowska ● Heatmaps - Hotjar, Google? 4 - Where are you now / Observation
  23. 23. 23Justyna Berzowska ● Recordings vs. ● In-person observation 4 - Where are you now / Observation
  24. 24. 24Justyna Berzowska ● Feedback ○ Front line staff ○ Polls ○ Surveys 4 - Where are you now / Feedback
  25. 25. 25Justyna Berzowska ● Feedback ○ Front line staff ■ What questions is your front line staff getting? ● Sales ● Support ● Admissions 4 - Where are you now / Feedback
  26. 26. 26Justyna Berzowska ● Polls - Hotjar 4 - Where are you now / Feedback
  27. 27. 27Justyna Berzowska ● Surveys - ○ SurveyMonkey, Google, etc. ○ Survey recruitment tools - ethn.io 4 - Where are you now / Feedback
  28. 28. 28Justyna Berzowska ● Studies ○ In person, with tasks ○ Over google hangouts/skype, with tasks ○ Using a testing tool, with tasks 4 - Where are you now / Studies
  29. 29. Justyna Berzowska 29 5 How is your navigation performing?
  30. 30. 30Justyna Berzowska ● Checking the top level: ○ First Click ● Checking your key tasks: ○ Tree studies ● Understanding how your users are grouping things: ○ Card Sorts ■ Open card sorts - group and name ■ Closed card sorts - sort into pre-set bins 5 - How is your navigation performing / Intro
  31. 31. 31Justyna Berzowska ● First Click (Usability Hub): ○ Upload a design ○ Ask a question: Where would you click to view job openings? ○ Results as a heatmap or clicks 5 - How is your navigation performing / First Click
  32. 32. 32Justyna Berzowska ● Optimal Sort - Treejack 5 - How is your navigation performing / Tree Test
  33. 33. 33Justyna Berzowska ● Treejack results 5 - How is your navigation performing / Tree Test
  34. 34. 34Justyna Berzowska ● Treejack results: First click 5 - How is your navigation performing / Tree Test
  35. 35. 35Justyna Berzowska ● 5 - How is your navigation performing / Open Card Sort
  36. 36. 36Justyna Berzowska ● 5 - How is your navigation performing / Open Card Sort
  37. 37. 37Justyna Berzowska ● Closed card sorts - similarity matrix 5 - How is your navigation performing / Closed Card Sort
  38. 38. 38Justyna Berzowska ● Closed card sorts - dendograms 5 - How is your navigation performing / Closed Card Sort
  39. 39. Justyna Berzowska 39 6 What will people think of your new design?
  40. 40. 40Justyna Berzowska ● Validating changes to your designs: ○ What will people think? ■ First impressions ■ Preference ■ General questions 6 - What will people think / Intro
  41. 41. 41Justyna Berzowska ● Also known as: 5 second tests 6 - What will people think / First Impressions
  42. 42. 42Justyna Berzowska ● Preference 6 - What will people think / Preference
  43. 43. 43Justyna Berzowska ● General questions 6 - What will people think / Question tests
  44. 44. Justyna Berzowska 44 7 How will a change perform?
  45. 45. 45Justyna Berzowska ● How will a change perform? ○ Task-based approach ○ A/B test ○ Analytics 7 - How will a change perform / Intro
  46. 46. Justyna Berzowska 46 Thanks! Questions & Comments? Justyna Berzowska @jberzowska

×