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UNDERSTANDING YOUR
USERS’ NEEDS:
One Size Does Not Fit All
Mary Mahling
#Logi1622
#Logi1633
EVERYONE WANTS
USER-FRIENDLY
PRODUCTS
What one thing can you do to create
more successful products?
#Logi165
MARY MAHLING
UX Designer
Logi Analytics
Mary.mahling@logianalytics.com
I was a certified Pilates instructor.
ABOU...
#Logi166
How to create personas as a proxy for users on your team.
How to use your personas as a treasure map for your use...
7
FOMO
Fear Of Missing Out
(of a sales opportunity)
8
IBM:
Source: https://www.interaction-design.org/literature/article/the-business-case-for-user-experience-investment
retu...
#Logi169
There is someone missing from your team:
your users.
Personas help bring your users in the room
and help you make...
#Logi1610
• If you’ve ever created a
game avatar, you’ve already
created a persona!
• Character sketches, roots in
adverti...
11
NO SINGLE STYLE FOR PERSONAS
Disney: persona summary MailChimp: persona posters
Rich in detail Rich in emotion
12
SOME COMMONLY USED ELEMENTS
PERSONALIZATION
DESIRES
STRENGTHS/
WEAKNESSES
#Logi1613
WHAT DO YOU WANT TO DISCOVER?
“What do you want?”
Don’t Ask: Better:
“What do you do every
day?”
#Logi1614
• Current customers or email
database - survey
• Start with wide net first,
then filter based on their
answers (...
#Logi1615
• In person 1-to-1 is always preferable
• Skype/Google Hangout works
• 1-1 highly preferable to small groups
• A...
16
HOW TO INTERPRET WHAT THEY TELL YOU?
• Hand-drawn spectrums can
help you spot trends
• Make subjective conclusions
• Lo...
#Logi1617
• Better focus on finding testers
• Can test same tests on different audiences
• If a feature is controversial, ...
#Logi1618
DIFFERENT KINDS OF USER TESTS
• Card sorting
• Competitor testing
• A/B Testing
• Task-based: time
• Task based:...
#Logi1619
CAN DO ON YOUR OWN OR WITH SERVICE
USE A SERVICE
• Initial cash outlay
• They handle tester
recruitment
• They p...
#Logi1620
• Prototype to test
• The right, and the right amount of, testers
• The right test questions
• A reasonable regu...
21
WHAT IS A PROTOTYPE?
Prototypes don’t need to be perfect, or real!
Prototype template example
(source: PSDmockups.com)
...
#Logi1622
“Are you good at
Excel?”
FINDING THE RIGHT TESTERS: SCREENERS
Don’t Ask: Better:
“How comfortable are
you at cre...
#Logi1623
TASK HERE: FILTER DATA BY GENDER
#Logi1624
BE MINDFUL OF LEADING, BIASED TESTS
“Go to the add new
button on the top…”
Don’t Ask: Better:
“To make a new fil...
25
+
HOW MANY TESTERS?
#Logi1626
Maximum
benefit with five
users: can catch
85% of usability
problems
WHY FIVE TESTERS?
Source: https://www.nngro...
27 Source: http://uxmag.com/articles/calculating-the-roi-of-digital-prototyping
# of attempts
CHANCE OF SUCCESS
64% 92%5%
#Logi1628
• Independent feedback is gold, not something to dread.
• User research costs less time and money than you think...
#Logi1629
Learn more with the Business
Intelligence Buyer’s Guide
LEARN MORE
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Understanding Your Users' Needs - One Size Does Not Fit All

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The best way to build a dashboard to meet your users' needs is to understand the ins and outs of your users. Learn best practices for creating user personas and user testing.

After you look a the slides, check out the sample prototype and testing process video from Apple: https://developer.apple.com/videos/play/wwdc2014/223/

Learn more with Business Intelligence Buyer’s Guide at https://goo.gl/PH69XO.

Published in: Data & Analytics
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Understanding Your Users' Needs - One Size Does Not Fit All

  1. 1. UNDERSTANDING YOUR USERS’ NEEDS: One Size Does Not Fit All Mary Mahling
  2. 2. #Logi1622
  3. 3. #Logi1633
  4. 4. EVERYONE WANTS USER-FRIENDLY PRODUCTS What one thing can you do to create more successful products?
  5. 5. #Logi165 MARY MAHLING UX Designer Logi Analytics Mary.mahling@logianalytics.com I was a certified Pilates instructor. ABOUT ME
  6. 6. #Logi166 How to create personas as a proxy for users on your team. How to use your personas as a treasure map for your user testing plans. WHAT WE ARE GOING TO LEARN TODAY
  7. 7. 7 FOMO Fear Of Missing Out (of a sales opportunity)
  8. 8. 8 IBM: Source: https://www.interaction-design.org/literature/article/the-business-case-for-user-experience-investment returns $100 $1 invested in usability testing
  9. 9. #Logi169 There is someone missing from your team: your users. Personas help bring your users in the room and help you make design decisions. User testing, using personas to find testers HOW TO REACH USERS?
  10. 10. #Logi1610 • If you’ve ever created a game avatar, you’ve already created a persona! • Character sketches, roots in advertising WHAT ARE PERSONAS?
  11. 11. 11 NO SINGLE STYLE FOR PERSONAS Disney: persona summary MailChimp: persona posters Rich in detail Rich in emotion
  12. 12. 12 SOME COMMONLY USED ELEMENTS PERSONALIZATION DESIRES STRENGTHS/ WEAKNESSES
  13. 13. #Logi1613 WHAT DO YOU WANT TO DISCOVER? “What do you want?” Don’t Ask: Better: “What do you do every day?”
  14. 14. #Logi1614 • Current customers or email database - survey • Start with wide net first, then filter based on their answers (include a written question) • Compensate for interview time! WHO TO ASK? Survey Analysis Interviews
  15. 15. #Logi1615 • In person 1-to-1 is always preferable • Skype/Google Hangout works • 1-1 highly preferable to small groups • Always ask them if they mind being recorded HOW TO ASK THEM?
  16. 16. 16 HOW TO INTERPRET WHAT THEY TELL YOU? • Hand-drawn spectrums can help you spot trends • Make subjective conclusions • Look for trends and patterns, or lack thereof
  17. 17. #Logi1617 • Better focus on finding testers • Can test same tests on different audiences • If a feature is controversial, testing can settle disputes PERSONAS HELP WITH USER TESTING
  18. 18. #Logi1618 DIFFERENT KINDS OF USER TESTS • Card sorting • Competitor testing • A/B Testing • Task-based: time • Task based: accuracy Planning Ideation Design
  19. 19. #Logi1619 CAN DO ON YOUR OWN OR WITH SERVICE USE A SERVICE • Initial cash outlay • They handle tester recruitment • They provide recordings • Need to give them a link to your tests ON YOUR OWN • Cheaper • More organizing needed • Need to find a way to record testers • Can use paper prototypes
  20. 20. #Logi1620 • Prototype to test • The right, and the right amount of, testers • The right test questions • A reasonable regular testing schedule USER TEST PLAN CHECKLIST:
  21. 21. 21 WHAT IS A PROTOTYPE? Prototypes don’t need to be perfect, or real! Prototype template example (source: PSDmockups.com) Can also use Keynote or Powerpoint (source: Apple)
  22. 22. #Logi1622 “Are you good at Excel?” FINDING THE RIGHT TESTERS: SCREENERS Don’t Ask: Better: “How comfortable are you at creating graphs using Excel?”
  23. 23. #Logi1623 TASK HERE: FILTER DATA BY GENDER
  24. 24. #Logi1624 BE MINDFUL OF LEADING, BIASED TESTS “Go to the add new button on the top…” Don’t Ask: Better: “To make a new file, where would you want to go first and why?”
  25. 25. 25 + HOW MANY TESTERS?
  26. 26. #Logi1626 Maximum benefit with five users: can catch 85% of usability problems WHY FIVE TESTERS? Source: https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
  27. 27. 27 Source: http://uxmag.com/articles/calculating-the-roi-of-digital-prototyping # of attempts CHANCE OF SUCCESS 64% 92%5%
  28. 28. #Logi1628 • Independent feedback is gold, not something to dread. • User research costs less time and money than you think, especially when factoring in time spent not building something that’s untested. • Thorough preparation and repetition to get the biggest benefit. CONCLUSION
  29. 29. #Logi1629 Learn more with the Business Intelligence Buyer’s Guide LEARN MORE

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