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.

1. UNDERSTANDING YOUR
USERS’ NEEDS:
One Size Does Not Fit All
Mary Mahling

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4. EVERYONE WANTS
USER-FRIENDLY
PRODUCTS
What one thing can you do to create
more successful products?

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MARY MAHLING
UX Designer
Logi Analytics
Mary.mahling@logianalytics.com
I was a certified Pilates instructor.
ABOUT ME

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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

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FOMO
Fear Of Missing Out
(of a sales opportunity)

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IBM:
Source: https://www.interaction-design.org/literature/article/the-business-case-for-user-experience-investment
returns $100
$1 invested in
usability testing

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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?

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• If you’ve ever created a
game avatar, you’ve already
created a persona!
• Character sketches, roots in
advertising
WHAT ARE PERSONAS?

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NO SINGLE STYLE FOR PERSONAS
Disney: persona summary MailChimp: persona posters
Rich in detail Rich in emotion

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SOME COMMONLY USED ELEMENTS
PERSONALIZATION
DESIRES
STRENGTHS/
WEAKNESSES

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WHAT DO YOU WANT TO DISCOVER?
“What do you want?”
Don’t Ask: Better:
“What do you do every
day?”

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• 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

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• 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?

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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

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• 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

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DIFFERENT KINDS OF USER TESTS
• Card sorting
• Competitor testing
• A/B Testing
• Task-based: time
• Task based: accuracy
Planning Ideation Design

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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

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• Prototype to test
• The right, and the right amount of, testers
• The right test questions
• A reasonable regular testing schedule
USER TEST PLAN CHECKLIST:

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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)

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“Are you good at
Excel?”
FINDING THE RIGHT TESTERS: SCREENERS
Don’t Ask: Better:
“How comfortable are
you at creating graphs
using Excel?”

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TASK HERE: FILTER DATA BY GENDER

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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?”

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+
HOW MANY TESTERS?

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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 Source: http://uxmag.com/articles/calculating-the-roi-of-digital-prototyping
# of attempts
CHANCE OF SUCCESS
64% 92%5%

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• 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

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Intelligence Buyer’s Guide
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