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Data, Data, everywhere...
“water, water, everywhere,
nor any drop to drink.”
- The Rime of The
Ancient Mariner

Data Collection:
Create structured user flows for your website and have users navigate through them
Get video/audio recordings and written responses to questions (PRIMARY RAW DATA)
Additional data like SUS & SEQ, click streams, & heat-maps (AUXILIARY RAW DATA)
Data Analytics:
User researchers watch the videos and create notes of pain points.
Share notes with the team -- they too watch the videos and add notes of their own.
Data Representation:
Collate the data, present a list of actionables to the Stakeholder/Client, explain why the
changes are necessary.
Relay the changes and desired impact to the Dev team with relevant data. ITERATE...
A Typical UX Research Process

The biggest challenge with usability testing, hands down,
is that it is a very time consuming activity.
The clunky nature of usability testing makes the raw data
get very big, VERY FAST. We often need to order
100’s of minutes of user videos to get a decent sample
size of testers.
This research is, however, crucial and inextricable from
good, user-centric, design.
Data Collection
“Big data is not about the data”
-Gary King, Harvard University

Data Analysis
We have different team members that have different takeaways from the usability data
and this needs to be accessible to them. Hence we need to spend time categorizing
our qualitative video findings so that the relevant team member can find them. (e.g.
front end, QA, design flaw)
We are searching through the 100’s of minutes of video for a 2-4 minute aha! moment.
Even after we find an aha! moment, we are bound to comb through the rest of the
video to data to see if this finding was a larger trend or a one off case.

We do not have an infinite amount of time to collect
and analyze this clunky data. We are either
pushing up against our next sprint/client deadline.
Many stakeholders/team members want to perform
their own respective analysis. To draw insights
particular to them.
Analysis that could take a week often takes twice or
thrice the amount of time because of gaps in
communication and the time wasted in between
meetings and follow ups.
“the ultimate inspiration is the deadline”
- Nolan Bushnell, Founder of Atari
Time Sensitivity

Is Usability Data Useless?
Revisiting the ancient mariner…..
It is very easy, especially with usability testing, to end up adrift in a sea of data.
To ensure your data doesn’t end up meaningless, you need to have a clear purpose
for why you’re collecting this data.
Think back to the scientific method you learned in grade school…
Hence, without a clear purpose of why you’re collecting this data and what you hope to
achieve……..this data is useless!

How do you make sure your data is meaningful?
How will you get people to listen to your findings?

Three Questions to Answer
WHAT?
What did we see, hear, or observe from users?
SO WHAT?
Why should this finding matter to me?
Tip: Consider implications of this finding, then draw them back to business goals or metrics (e.g.,
conversions or sales, increased uptake of a new tool, ability to complete a flow)
NOW WHAT?
Now that you’ve given me this information, what do I do next?

E-Commerce Case Study

E-Commerce Case Study
UXCrowd for
Serengetee.

E-Commerce Case Study
SEQ for Serengetee
spike in
difficulty for
checkout task.

E-Commerce Case Study
SUS for
Serengetee

E-Commerce Case Study
Serengetee horizontal drop-down menu.

E-Commerce Case Study
WHAT?
Data collected by TryMyUI reveals that users strongly disliked that there was no guest checkout option
available. Some suggested the account creation process was not fast enough.
SO WHAT?
Because they disliked being forced to create a separate account to make their purchase, a significant
number of users indicated they would like abandon the checkout process at this point, leading to a
decrease in conversions/purchases from site visitors.
As an E-Commerce site, one of our key objectives is to drive conversions/purchases and the lack of a
guest checkout seems to be a big barrier to entry and might result in churn of otherwise easily
obtainable revenue.
NOW WHAT?
We should implement a guest checkout feature and explore implementing easy logins via existing social
media accounts like Facebook.

More resources:
blog.trymyui.com
trymyui.com/webinar
medium.com/@MotivateDesign
Ritvij Gautam
CEO & Co-founder
TryMyUI
ritvij@trymyui.com
(415) 323-0377
@trymyui
Wendi Chiong
Sr. Design Researcher
Motivate Design
@wchiong