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Better products faster: let's bring the user into the userstory // TAPOST_2016 Riga

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Why is it that everyone knows the importance of frequent user
testing, yet hardly anyone does it? Because user testing often is time
consuming, complex and expensive. It probably doesn’t fit in your
development process and thus feels like extra work.
To feel reassured you tell yourself to test with users once you have
something working, or at the very end of the process. This is strange,
because everybody knows that changing your product late in the
process will increase costs exponentially.
We created a way so that user testing saves time, improves the
quality and doesn’t cost a lot of money. Team driven, pragmatic and
no extra resources needed.
The talk will show how, with only 2 hours every sprint, we focused on
creating better products faster. We would love to share our learnings
and simple DIY tools that let you start user testing with your current teams tomorrow!

Published in: Mobile
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Better products faster: let's bring the user into the userstory // TAPOST_2016 Riga

  1. 1. UX Research Agile Better products faster: Bring the user into the userstory
  2. 2. Chapter title Anna Witteman Head of UX Lab IceMobile Hello :)
  3. 3. Plus The Netherlands Appie (AH) The Netherlands Azbuka Russia Carrefour France Big C Thailand Alfa Mart Indonesia IceMobile: worldwide experience with a strong focus on Loyalty & Retail
  4. 4. • Amsterdam based company (& office in Hong Kong, Toronto) • 130 employees • 35 nationalities • Either a foodie, code king, design nerd, beer brewer or unicorn IceMobile Amsterdam
  5. 5. Body text • Bullet Header text Why? How? Customer Insights Data Analysts & Data Scientist UX Lab UX Researchers / Data Storytellers Who? What? When? Where? How many? How often? … What next? RESEARCH TEAM
  6. 6. Context ChatPulse UX Testing Cultural relevant research Experience Mapping
  7. 7. THE MARSHMALLOW CHALLENGE
  8. 8. Orient Plan Build Ta-da! Business (wo)men Kindergarten students 0 18 Minutes Uh-oh!
  9. 9. Agile teams Product Backlog Sprint Backlog Potentially Shippable Product 2-3 weeks 24 hours Daily Scrum Meeting Design Development Q/A Testing
  10. 10. the problem
  11. 11. Ta-da! Previous Usability Testing Iterative Usability Testing 0 Time Uh-oh! Involve users
  12. 12. Product Backlog Sprint Backlog Potentially Shippable Product 2-3 weeks 24 hours Daily Scrum Meeting Design Development Q/A Testing Usability testing Agile teams
  13. 13. findings do not stick
  14. 14. mismatch
  15. 15. no visible value
  16. 16. Transfer information effective
 The team should learn most of the user test, not the UX researcher Fit the user into the process
 Do testing so that it is not ‘extra work’ Make results visible
 Value should be clear and measurable We wanted to find a way to:
  17. 17. HOW?
  18. 18. Which practice proved its value? Individuals and interactions Working software Customer collaboration Responding to change over over over over processes and tools comprehensive documentation contract negotiation following a plan Agile Manifesto
  19. 19. Source: Nielsen, Jakob, and Landauer, Thomas K.: "A mathematical model of the finding of usability problems," Proceedings of ACM INTERCHI'93 Conference (1993), pp. 206-213. Usability Testing is an iterative process!
  20. 20. Iteration is the heartbeat of agile & user testing use it!
  21. 21. Product = Prototype • Write a scenario • Create a prototype • Recruit users • Pilot test • Conduct Tests • Edit videos • Analyze video • Write report • Present results User test = Report
  22. 22. Our setup is a combination of simple tools
  23. 23. Our setup is a combination of simple tools
  24. 24. More evaluators = more issues identified Source: Herttzum, M., Jacobsen, N. (2001). The evaluator’s effect: A chilling fact about usability evaluation methods. International Journal of Human-Computer Interaction, vol. 13, pp.421-443.
  25. 25. Ratio benefits to costs of # evaluators 4 = ideal # evaluators Source: Herttzum, M., Jacobsen, N. (2001). The evaluator’s effect: A chilling fact about usability evaluation methods. International Journal of Human-Computer Interaction, vol. 13, pp.421-443.
  26. 26. Chapter title
  27. 27. Chapter title How to keep track of the findings? # user that did this task # user that had this problem time stamps of this issue on video description of issue
  28. 28. Chapter title How to keep track of the findings?
  29. 29. Pulse: iterative User Involvement •Prioritize: test important part(s) most extensive •Frequent: reliable results, also test improvements •Empathize: learn what matters to users •Optimize: learn to test Allow responding to change 'I have not failed. I've just found 10000 ways that won't work.’ Sir Thomas Edison
  30. 30. Pulse UX TestingTraditional UX testing Iterative UX testing: every 2 weeksUX testing (near) the end of a project Continuous testingSingle test Small sessionsBig session Performed by the teams: the team members learn most Performed by researchers: the researchers learn most Changes early in the process; thus less costly Changes late in the process; thus very costly Rise in ‘first time right’ of featuresFew ‘first time right’ of features 120% end-result in 80% of the timeDifficult to measure success
  31. 31. What we achieved: Transfer information effective
 The team should learn most of the user test, not the UX researcher Fit the user into the process
 Do testing so that it is not ‘extra work’ Make results visible
 Value should be clear and measurable
  32. 32. Thank you! anna@icemobile.com linkedin.com/in/annawitteman @Morise slideshare.net/icemobile
  33. 33. We are hiring. icemobile.com/jobs
  34. 34. IceMobileAmsterdam @icemobile@icemobile

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