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Usability Testing in China - Tips and Tricks (Chui Tan / Dan Szuc)


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Usability Testing in China - Tips and Tricks (Chui Tan / Dan Szuc)

  1. Usability Testing in China: Tips and Tricks Daniel Szuc Apogee @dszuc Chui Chui Tan cxpartners @ChuiSquared Tuesday, 15 June 2010
  2. China 101 Some facts and insights about China.... Tuesday, 15 June 2010
  3. Yummy Food Food plays an important role in Chinese culture. Several dishes in the middle of a table and everyone shares the meals. Business dinner is useful and it helps to bring everyone closer. Tuesday, 15 June 2010
  4. It’s big China is big: 34 provinces with wildly different lifestyle, culture, food, languages... Tuesday, 15 June 2010
  5. Diverse Tuesday, 15 June 2010
  6. Different Tuesday, 15 June 2010
  7. Change China community and their way of thinking is vastly changing. Tuesday, 15 June 2010
  8. They no longer copy, they also create and design. PS: Guess which is the original Copy > create design of iPhone and which is the copy version? Tuesday, 15 June 2010
  9. Old Old parts of China retains its beauty. Tuesday, 15 June 2010
  10. Whilst, modern China such as Shanghai is constantly changing. New Tuesday, 15 June 2010
  11. 27 countries e EU) (Member States of th 319million Why China? Internet population for 27 countries (Member State of the EU) by the end of 2009 is 319 million. Now... let’s compare with China, a single country... Tuesday, 15 June 2010
  12. C hina 384million It’s 65 million higher than the total of the Internet population of the 27 countries. Let’s put this figure into context... Tuesday, 15 June 2010
  13. s 1.3 b illion population 1/3 of China’ Tuesday, 15 June 2010
  14. China’s Internet population is steadily increasing each year. China soon to be the world’s largest online consumer 1 million people 384 market. 298 210 137 79 94 111 59 2002 2003 2004 2005 2006 2007 2008 2009 Tuesday, 15 June 2010
  15. Insights Tips & tricks Misconceptions What do you need to know or be aware of when preparing and performing user testing in China? Tuesday, 15 June 2010
  16. Where do you research? It’s a big country. Geographically, where should you test? Is it necessary to test across the country? Tuesday, 15 June 2010
  17. Focus on the top 10 provinces with highest number of Internet users, where most of your target users locate. 08. Liaoning 04. Shandong 03. Jiangsu 06. Hubei 09. Shanghai 10. Sichuan 02. Zhejiang 07. Hunan 05. Fujian 01. Guangdong Tuesday, 15 June 2010
  18. They are at the Southern and East Coast of China. 08. Liaoning 04. Shandong 03. Jiangsu 06. Hubei 09. Shanghai 10. Sichuan 02. Zhejiang 07. Hunan 05. Fujian Southern 01. Guangdong China Tuesday, 15 June 2010
  19. 4.2% Beijing Shanghai Guangdong Tianjin Zhejiang If you can only carry out user testing in one or two cities... Tuesday, 15 June 2010
  20. ? Tuesday, 15 June 2010 Who do you recruit?
  21. 85% 35.2% Your target users are more 31.5% likely to be the young generation. Note that these numbers might change in the coming years. We’ve more tips for you on 17.6% testing with older generation in China. 9.6% 4.2% 1.5% 0.4% <10 11-19 20-29 30-39 40-49 50-59 60-69 Age Range Tuesday, 15 June 2010
  22. In the recruitment screener, they might mention that they’ve used the Internet to do bookings. There’s higher possibility in China that they have never done it themselves, but via We do, but we don’t partners, children or secretary, especially for older generation (e.g. over 40s). TIPS: Pay more attention when recruiting in China. Discuss with your recruiters. Ask more specific questions during recruitment such as “tell me briefly about your last online booking”, rather that “have you previously booked a hotel online? Tuesday, 15 June 2010
  23. In China, recording is often being related to politic or media press. Tips: Avoid participants from refusing to take part only when they are already at the testing venue, well inform the participants if the session is going to be recorded and make sure they clearly understand the purpose of recording before you recruit them. Tuesday, 15 June 2010
  24. Unlike the West, Chinese need to be comfortable and trust you before they can open up and won’t be afraid to tell you what they think and feel. Tips: Start your testing with quick smalltalk (it could be anything: food, weather, holiday). Make them feel comfortable and gain their trust within the first 1-2 minutes. Be sincere, not robotic or aggressive. Empower the Small talk & trust participants and give them confidence to start. Tuesday, 15 June 2010
  25. Be flexible & active Be flexible, put the tasks into their context by relating the questions to their environment and culture. Show them that you are listening and interact with them. Tuesday, 15 June 2010
  26. Communications Younger generations are more opinionated and more open in giving explanations of what they are thinking. For many older generations, more effort might be needed to gather their honest opinions. Tips: Ask questions which require them to elaborate instead of ‘yes’ or ‘no’ Tuesday, 15 June 2010
  27. Dig deeper Tuesday, 15 June 2010
  28. Final thoughts … Tuesday, 15 June 2010
  29. jan_chipchase_l.html Tuesday, 15 June 2010
  30. Immerse The best way to understand China is to immerse yourself in their culture. Tuesday, 15 June 2010
  31. Want to learn more? Some relevant articles.... Tuesday, 15 June 2010
  32. friendly-2009-design-in-asia.php Tuesday, 15 June 2010
  33. china/ Tuesday, 15 June 2010
  34. Tuesday, 15 June 2010
  35. Tuesday, 15 June 2010
  36. Chui Chui Tan Thank you @ChuiSquared Daniel Szuc @dszuc Tuesday, 15 June 2010