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User testing nello sviluppo di un'architettura dell'informazione: il Card Sorting

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Lo user test è uno strumento molto utile nel compito di creazione di un'interfaccia o di un sito web. Fra i vari tipi di user test, il Card Sorting rappresenta un metodo rapido ed economico per la raccolta di indicazioni nello sviluppo di un'architettura dell'informazione basata sulle necessità dell'utente, e quindi in ottica user-centered.

Nello speech sarà data una panoramica sull'importanza del concetto di user testing a favore del web design, con una particolare enfasi sullo strumento Card Sorting, nelle sue versioni principali, come supporto per lo sviluppo di una robusta architettura.

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User testing nello sviluppo di un'architettura dell'informazione: il Card Sorting

  1. USER TESTING NELLO SVILUPPO DIUN’ARCHITETTURA DELLINFORMAZIONE: IL CARD SORTING by Marco Buonvino for @marcobuonvino about.me/mrgoodwine
  2. DESIGN DI UNA IADove e come vanno messi i contenuti?
  3. DESIGN DI UNA IAUn errore comune: organizzare contenutisenza tenere conto degli utenti
  4. DESIGN DI UNA IAUno strumento importante: lo user test
  5. USER TEST - COSA SONOUser Test• Strumenti a supporto della fase di progettazione di un sito web• Permettono di raccogliere indicazioni da utenti reali, slegati dal progetto• Alta qualità di risultati per costi contenuti• Varie metodologie, adattabili al contesto d’indagine
  6. USER TEST - RUOLI Utente: utilizza l’interfaccia, svolge i task assegnati Facilitatore: illustra i task, assiste l’utente, sprona il metodo thinking aloud Osservatori: raccolgono indicazioni sui comportamenti e sui percorsi di interazione dell’utente
  7. USABILITY LAB con la partecipazione di: Utente e facilitatore Osservatori
  8. USER TEST - TIPOLOGIETest qualitativi • Svolgimento task attraverso:
  9. USER TEST - TIPOLOGIETest qualitativi • Svolgimento task attraverso: - desktop
  10. USER TEST - TIPOLOGIETest qualitativi • Svolgimento task attraverso: - desktop - mobile devices (tablet, smartphone)
  11. USER TEST - TIPOLOGIETest qualitativi • Svolgimento task attraverso: - desktop - mobile devices (tablet, smartphone) - paper prototypes
  12. USER TEST - TIPOLOGIETest qualitativi • Svolgimento task attraverso: - desktop - mobile devices (tablet, smartphone) - paper prototypes • Card sorting
  13. USER TEST - TIPOLOGIETest qualitativi • Svolgimento task attraverso: - desktop - mobile devices (tablet, smartphone) - paper prototypes • Card sortingTest quantitativi • Eye Tracking
  14. USER TEST - QUANTI UTENTI? x ~5 x ~15 • Qualitative desktop • Card sorting • Qualitative tablet • Qualitative smartphone • Paper prototyping‣ Nielsen, Why You Only Need to Test with 5 Users, Alertbox, 2000 ‣ Steve Krug, Rocket Surgery Made Easy, New Riders, 2010‣ Tullis and Wood, How Many Users Are Enough for a Card-Sorting Study?, 2004 ‣ Nielsen, How Many Test Users in a Usability Study?, Alertbox, 2014‣ Nielsen, Card Sorting: How Many Users to Test, Alertbox, 2004
  15. USER TEST - QUANTI UTENTI? Test qualitativo standard Card SortingProblemi di usabilità riscontrati Numero di utenti nel test Test qualitativo standard (es. desktop) Card Sorting ‣ Nielsen, Why You Only Need to Test with 5 Users, Alertbox, 2000 ‣ Nielsen, Card Sorting: How Many Users to Test, Alertbox, 2004
  16. LO USER TEST PER LA IA Lo user test può essere utile nella progettazione della IA? Sì, e in particolare il Card Sorting
  17. CARD SORTING Utente
  18. CARD SORTING Utente Cards
  19. CARD SORTING Utente Cards L’utente deve ordinare i foglietti in categorie, illustrando le motivazioni delle proprie scelte
  20. CARD SORTING Sorting Utente Cards L’utente deve ordinare i foglietti in categorie, illustrando le motivazioni delle proprie scelte
  21. CARD SORTING Foglietto: nome di un singolo elemento, prodotto o servizio, scritto su un pezzo di carta, a volte con una breve descrizione Il numero di foglietti da ordinare può anche raggiungere diverse decine
  22. CARD SORTING - VANTAGGI• Early testing → maggiore velocità di preparazione, anticipando la produzione di un prototipo funzionante• Low tech approach → maggiore concentrazione sulla rappresentazione mentale degli elementi analizzati• Thinking Aloud: l’utente esprime ad alta voce le motivazioni dei suoi ragionamenti → più profondo insight su aspetti soggettivi
  23. DUE TIPI DI CARD SORTING• Card sorting aperto: metodo generativo a supporto della creazione di una architettura dell’informazione• Card sorting chiuso: metodo valutativo a supporto di una verifica di un’architettura dell’informazione ‣ Nielsen, Card Sorting: How Many Users to Test, Alertbox, 2004
  24. CARD SORTING APERTO O GENERATIVO Utente
  25. CARD SORTING APERTO O GENERATIVO Utente Cards
  26. CARD SORTING APERTO O GENERATIVO Utente CardsL’utente è libero di ordinare i foglietti creando unapropria struttura, nel modo che ritiene più opportuno
  27. CARD SORTING APERTO O GENERATIVO Sorting Utente CardsL’utente è libero di ordinare i foglietti creando unapropria struttura, nel modo che ritiene più opportuno
  28. CARD SORTING APERTO O GENERATIVO (VARIANTE) Utente Cards
  29. CARD SORTING APERTO O GENERATIVO (VARIANTE) Utente CardsL’utente può indicare l’importanza delle vociattraverso uno schema preimpostato (es. piramide)
  30. CARD SORTING APERTO O GENERATIVO (VARIANTE) Fondamentale Utente Cards AccessorioL’utente può indicare l’importanza delle vociattraverso uno schema preimpostato (es. piramide)
  31. CARD SORTING APERTO O GENERATIVO (VARIANTE) Sorting Fondamentale Utente Cards AccessorioL’utente può indicare l’importanza delle vociattraverso uno schema preimpostato (es. piramide)
  32. CARD SORTING APERTO O GENERATIVORisultati: • Indicazioni generate dall’utente su comprensione e ordinamento dei contenuti • Individuazione di categorizzazioni ricorsive fra utenti • Insight su comportamenti / atteggiamenti per una migliore comprensione delle necessità dei target e possibilità di creare personas
  33. CARD SORTING APERTO O GENERATIVOQuindi, il card sorting aperto: può essere utile per la generazione e progettazione di un’architettura ancora da definire
  34. CARD SORTING CHIUSO O VALUTATIVOUtente
  35. CARD SORTING CHIUSO O VALUTATIVO CardsUtente
  36. CARD SORTING CHIUSO O VALUTATIVO CardsUtente Categoria Categoria Categoria Categoria 1 2 3 4 Categories
  37. CARD SORTING CHIUSO O VALUTATIVO CardsUtente Categoria Categoria Categoria Categoria 1 2 3 4 CategoriesL’utente deve ordinare i foglietti entro delle categoriepredeterminate, fornite nella fase iniziale dell’intervista
  38. CARD SORTING CHIUSO O VALUTATIVO Sorting CardsUtente Categoria Categoria Categoria Categoria 1 2 3 4 Categoria Categoria Categoria Categoria 1 2 3 4 CategoriesL’utente deve ordinare i foglietti entro delle categoriepredeterminate, fornite nella fase iniziale dell’intervista
  39. CARD SORTING CHIUSO O VALUTATIVORisultati: • Indicazioni, conferme o confutazioni riguardo l’efficacia della IA predeterminata • Insight su comportamenti / atteggiamenti degli utenti in relazione con categorie e contenuti
  40. CARD SORTING CHIUSO O VALUTATIVOQuindi il card sorting chiuso: può essere utile per valutare o testare un’architettura già definita
  41. CASE STUDYCard Sorting Test: con la partecipazione di: • Sito di settore Finance, area riservata • Architettura già definita → Card sorting chiuso • Obiettivi del test: - Verifica efficacia IA - Test di tre varianti di label per un nuovo servizio di cross-selling (“nomeA”, “nomeB”, “nomeC”)
  42. CASE STUDYMetodologia: con la partecipazione di: • Numero utenti intervistati: 15 • Luogo del test: Usability Lab • 40 Foglietti e 12 categorie Categoria Categoria Categoria Categoria 1 2 3 4
  43. CASE STUDYDisegno sperimentale: con la partecipazione di: • Il campione è stato suddiviso in 3 gruppi • Unica variabile fra i gruppi: il nome di una categoria, ovvero il nuovo servizio cross-selling (“nomeA”, “nomeB”, “nomeC”) Gruppo 1 Gruppo 2 Gruppo 3 IA con “NomeA” IA con “NomeB” IA con “NomeC”
  44. CASE STUDYRisultati: con la partecipazione di: • Indicazioni su efficacia IA (confutazioni, conferme, osservazioni) per redesign • Indicazioni su alcuni label poco comprensibili • La variante del nome più efficace è risultata quello che ha performato meglio all’interno della IA complessiva (ha vinto “nomeB”, che è stata adottata nella IA)
  45. CARD SORTING - APERTO + CHIUSO La soluzione ideale per uno sviluppo di una IA, in modo user-centered, sfruttando lo user testing: Definizione Prototipo Miglioramentodei contenuti IA IA Card Sorting Card Sorting Aperto Chiuso
  46. CARD SORTING - PROEarly testing • Non sono necessari prototipi o mockup • Low-Fi approachVersatile • È configurabile in diversi modi • Si ottengono insight qualitativi dagli utenti • Si possono ricavare mappe mentali o comportamentali e spunti per personas
  47. CARD SORTING - CONTROAlmeno 15 persone anziché 5 • Reperimento più impegnativo • Maggiori tempi pianificazione/conduzione del test • Maggiore tempo di analisi/reportingL’analisi è impegnativa • ... ma esistono tool! UsabiliTEST OptimalSort Analyzing Card Card sort Sort Results with analysis a Spreadsheet spreadsheet by Donna Spencer Template by Joe Lamantia and Joe Lamantia
  48. CONCLUSIONIPer testare una IA possono essere utilizzatianche gli altri tipi di test, oltre il card sortingSono tutti strumenti a disposizione del designer:bisogna scegliere in base a esigenze e contesto
  49. GRAZIE PER L’ATTENZIONE!Un grazie particolare a: Mind Agency http://mindagency.com Milan UX bookclub http://milanuxbookclub.wordpress.com @marcobuonvino about.me/mrgoodwine

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