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#uxmnl@wszp
#uxmnlGathering actionable insights
from UX tests
The UX Banking Tour workshop by
Peter W. Szabo
#uxmnl@wszp
Agenda
 Intro, Quiz, Define UXTesting, set the context
 Designing UXTests
 Extracting and sharing insight
...
#uxmnl@wszp
Quiz: UX Myth or UX Fact?
#uxmnl@wszp
1. Implementing RWD is the answer to
mobile/screen sizes
 UX Myth: 25% of all incoming sales calls toWhatUser...
#uxmnl@wszp
2. We should copy Amazon
 UX Fact:Yes, you should copy their obsession with testing and
experimenting
 UX Fa...
#uxmnl@wszp
3.There is a silver bullet to great UX
 UX Fact:There is a silver bullet
 Exposure to Users is a silver bull...
#uxmnl@wszp
Who wants to share a UX Myth or Fact?
#uxmnl@wszp
For competitive advantage and true
customer engagement a combination of
analytics, best practice and good old
...
#uxmnl@wszp
Answering the WHY of the HOW MANY
#uxmnl@wszp
TODO:
a. Understand what types of UXTest you can run
b. How to design them
c. Know how to analyze UX videos
d....
#uxmnl@wszp
From business to users
Turning Business Objectives into
Research Objectives
Decrease the shopping cart abandon...
#uxmnl@wszp
The right number of participants
#uxmnl@wszp
#uxmnl@wszp
Going multiplatform
#uxmnl@wszp
Personas
#uxmnl@wszp
Tasks
They should set a scenario
They should be completed by users within 20
minutes
#uxmnl@wszp
Tasks
#uxmnl@wszp
How users search?
1. Open a new browser window and search for at least two home
insurance quotes, as you norma...
#uxmnl@wszp
Behavioural (Open) end-to-end journey
1. Without thinking too much, say what three words come to mind about [a...
#uxmnl@wszp
Directed test
1. Without thinking too much, say what three words come to mind about
2. Have you had any proble...
#uxmnl@wszp
Directed test (continued)
4. Imagine that you have ordered two All Flower Bouquets and only one of them
arrive...
#uxmnl@wszp
Tasks for BPI (Bank of the Philippine Islands)
Start the screen recorder and click on the displayed link. (Ple...
#uxmnl@wszp
Tasks for BPI (continued)
5. Explore the loan offers, as if you would be genuinely interested in applying for ...
#uxmnl@wszp
Now create a test design
1. You have 10 minutes
2. Anything related to banks or financial services (not mortga...
#uxmnl@wszp
Issue severity: High, Medium and Low?
#uxmnl@wszp
Recap: you’re ready!
You know what’s involved in designing UXTests
You know how to analyse UX videos
You kn...
#uxmnl@wszp
Today’s successful digital professionals use
insight from their direct and unfiltered
exposure to customers’ r...
#uxmnl@wszp
I hopeWE have
 Shared the barriers we face
 Understood the power of observing users
 De-mystified designing...
#uxmnl@wszp
Final quote: “Shut up & listen to users.”
Jakob Nielsen
Open discussion and UX clinic
Let’s hear your question...
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UXMNL Workshop: Gathering actionable insights from UX Tests

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Peter W. Szabo's workshop slides from UXMNL 2015 - covering remote UX test design, launch and analysis.

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UXMNL Workshop: Gathering actionable insights from UX Tests

  1. 1. #uxmnl@wszp #uxmnlGathering actionable insights from UX tests The UX Banking Tour workshop by Peter W. Szabo
  2. 2. #uxmnl@wszp Agenda  Intro, Quiz, Define UXTesting, set the context  Designing UXTests  Extracting and sharing insight  Take-outs
  3. 3. #uxmnl@wszp Quiz: UX Myth or UX Fact?
  4. 4. #uxmnl@wszp 1. Implementing RWD is the answer to mobile/screen sizes  UX Myth: 25% of all incoming sales calls toWhatUsersDo in 2014 were from companies experiencing a down-turn in conversion post RWD RWD is a start, but not a panacea
  5. 5. #uxmnl@wszp 2. We should copy Amazon  UX Fact:Yes, you should copy their obsession with testing and experimenting  UX Fact:You should copy their reluctance to redesign and focus instead on incremental improvements
  6. 6. #uxmnl@wszp 3.There is a silver bullet to great UX  UX Fact:There is a silver bullet  Exposure to Users is a silver bullet The best teams set a monthly target
  7. 7. #uxmnl@wszp Who wants to share a UX Myth or Fact?
  8. 8. #uxmnl@wszp For competitive advantage and true customer engagement a combination of analytics, best practice and good old fashioned guesswork is no longer enough.
  9. 9. #uxmnl@wszp Answering the WHY of the HOW MANY
  10. 10. #uxmnl@wszp TODO: a. Understand what types of UXTest you can run b. How to design them c. Know how to analyze UX videos d. Share results in the right way e. Improve & repeat
  11. 11. #uxmnl@wszp From business to users Turning Business Objectives into Research Objectives Decrease the shopping cart abandonment rate ➔ Identify the conversion killers during the end-to-end journeys, focusing on the shopping cart as journey landmark.
  12. 12. #uxmnl@wszp The right number of participants
  13. 13. #uxmnl@wszp
  14. 14. #uxmnl@wszp Going multiplatform
  15. 15. #uxmnl@wszp Personas
  16. 16. #uxmnl@wszp Tasks They should set a scenario They should be completed by users within 20 minutes
  17. 17. #uxmnl@wszp Tasks
  18. 18. #uxmnl@wszp How users search? 1. Open a new browser window and search for at least two home insurance quotes, as you normally would. 2. Compare them, and tell us, which one do you prefer, and why? 3. If they were exactly the same price, would that change your preference?
  19. 19. #uxmnl@wszp Behavioural (Open) end-to-end journey 1. Without thinking too much, say what three words come to mind about [airline name]? 2. What comes to your mind when you look at this page? 3. Would you give your credit card details if requested by this page? (You will not have to during this test, but we are interested if you would do so in real life.) 4. Where would you click first on this page? 5. Imagine that you have to fly to the United Kingdom in February 2015. Find a flight. (Spend no more then 5 minutes on this task.) 6. Book the flight. Proceed as far as you can, but stop before entering payment details. (You can use fake data, if you are not confortable with providing your personal details.)
  20. 20. #uxmnl@wszp Directed test 1. Without thinking too much, say what three words come to mind about 2. Have you had any problems with *** in the past? If yes, how did you solved it? Have you contacted the support by phone or used the website to find a solution? 3. Imagine that you have ordered "Flowers in 3 Hours" from *** and they were not delivered.You ordered them more then 3 hours ago, before 3PM. How would you solve this problem.Try to solve this problem, do as much as you can on our website, as you normally would. (Spend no more then 5 minutes on this task. Please tell us, if/when would you give up using the site and call support.)
  21. 21. #uxmnl@wszp Directed test (continued) 4. Imagine that you have ordered two All Flower Bouquets and only one of them arrived. Use http://***/contact-us to solve this problem. 5. Open a new tab in your browser and enter http://***/contact-us Imagine that now (totally unrelated to the previous orders) you have ordered Pink Radiance Hand- tied Bouquet.They arrived, but the pink Oriental lilies were in a terrible state, some petals clearly missing or in a very rugged state.Try to solve this issue using the contact form. 6. If you had a magic wand how would you improve our contact form?
  22. 22. #uxmnl@wszp Tasks for BPI (Bank of the Philippine Islands) Start the screen recorder and click on the displayed link. (Please make sure you follow every instruction and speak your thoughts as you do so. Remember, we are testing the site, not you.) 1. Without thinking too much, say what three words come to mind about Bank of the Philippine Islands? 2. What comes to your mind when you look at this page? 3. Would you give your personal details if requested by this page? (You will not have to during this test, but we are interested if you would do so in real life.) 4. Imagine that you wanted to apply for loan to buy a car.The car you have chosen costs Php750,000.Where would you click first on this page?
  23. 23. #uxmnl@wszp Tasks for BPI (continued) 5. Explore the loan offers, as if you would be genuinely interested in applying for loan to buy the car costing Php750,000. (Spend no more then 5 minutes on this task.) 6. Apply for a loan, and proceed as far as you can. (You can use fake data, if you are not comfortable with providing your personal details.) 7. Imagine that a few hours after the loan application a very good friend of yours called you and told you he is selling his car. It is your dream-car, you want to buy it and he asks only Php450,000. How would you proceed in this situation? 8. If you had a magic wand how would you improve our website? This concludes our test, thank you for your participation.You can now stop the screen recorder.
  24. 24. #uxmnl@wszp Now create a test design 1. You have 10 minutes 2. Anything related to banks or financial services (not mortgage or loan application please) 3. You don’t need to write meta-tasks + Work in silence, please!
  25. 25. #uxmnl@wszp Issue severity: High, Medium and Low?
  26. 26. #uxmnl@wszp Recap: you’re ready! You know what’s involved in designing UXTests You know how to analyse UX videos You know how to share results that lead to action To improve your metrics with Insight (not instinct)
  27. 27. #uxmnl@wszp Today’s successful digital professionals use insight from their direct and unfiltered exposure to customers’ real-time experiences to drive decisions.
  28. 28. #uxmnl@wszp I hopeWE have  Shared the barriers we face  Understood the power of observing users  De-mystified designing, running and analysing tests  Learned about presenting results  Had fun
  29. 29. #uxmnl@wszp Final quote: “Shut up & listen to users.” Jakob Nielsen Open discussion and UX clinic Let’s hear your questions OR: @wszp OR: peter@kaizen-ux.com

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