1. The UX Factor
Kelly Goto Anthony Franco
Principal President & Founder

2. Join us for our other events this week
Tomorrow
“Pitfalls to avoid in Anthony Franco
10:05, Room 2006
RIA development”
Wednesday
“Why you can’t talk Anthony Franco
about UX in 10 minutes” 12:40, Exhibit Hall
join us for a ux networking RSVP your spot at
event on Cinco De Mayo UXFiesta@effectiveui.com

3. now 9:50 10:35 10:45 11:30
Laws Panel Research
break Q&A
Of UX Discussion & Testing
agenda

4. The effective laws of
Good User Experience
Anthony Franco
President, EffectiveUI

5. question:
what do these 3 very successful products have in common?

6. answer:
they all found a
HUGE female audience

7. answer:
they all found a
HUGE female audience
accidentally

8. $
investing in user
experience gives
you the opportunity
to gain wide
adoption
deliberately!

9. INVEST IN
GOOD USER
EXPERIENCE

10. There is only one
true measure for
successful software

11. ROI

12. The ROI on
successful
products can be
RIDICULOUSlY
GOOD

13. what is main
ingredient for
software ROI?

14. User Adoption

15. user adoption = ROI
customer self service x user adoption = ROI
employee data entry x user adoption = ROI
content participation x user adoption = ROI
user generated content x user adoption = ROI
process automation x user adoption = ROI

16. investing in a
Good User
Experience
is simply hyper focusing on
User Adoption

17. how do we achieve
user adoption success?

18. Flash Vector Graphics
MXML
Client Processing Cover-flow
Java Service Oriented Architecture
Sliverlight
Animation Social Networking
Streaming Video Aqua Multi-Channel
Runtime Skip Intro
Web 2.0 Productivity iPhone Accessibility
Google Reflections Audio
AJAX Thin Client
Security Sandbox Multi-Touch APIs
Apple Open Source
Flex Rich Conversions Microsoft Adobe
XAML Web Services Objective C SUN
does this equal success?

19. On Time
On Budget
No Hard Conversations
does this equal success?

21. what if defined success by delighting users?

22. have you heard of this company?

23. • Founded 1999
• Roughly 200 employees
• Power 85% of online personal transactions
• Raised $116,000,000 in funding
• Focused on back-end services
for financial service companies

24. have you heard of this company?

25. • Founded 2007
• 35 employees
• 1,000,000 personal financial customers
• Focused on front-end user experience

27. Focus Back End Front End
Years in Business 10 2
Employees ~200 35
$116,000,000 $35,000,000
investment investment
Financials
$16,500,000 $170,000,000
est annual revenue acquired by intuit
who would you rather be?

28. And....
Yodlee lost Mint’s business when Intuit
purchased them

29. IBM “Cost-Justifying Ease of Use”
“Every $1 invested
in usability returns
between $10 and
$100”

31. HOW?
laws of effective ux practices

32. what was common about the successes?

33. guiding principle:
NEVER LOSE
FOCUS
ON THE END USER

34. Law #1:
COLLABORATE

35. Technology
Design Marketing

36. Design
Marketing Technology

37. Marketing
Technology Design

38. Technology Marketing Design

39. ✓
Define joint ownership
& embrace conflict

40. It is the entire project
team’s fault when a project
fails to meet its objectives

41. ✓
Never offshore your
interface design
or architecture

42. LAW #2:
DEFINE SUCCESS

43. the 8 criteria for good user experiences:
✓ provide valuable feedback
✓ behave with consistency
✓ behave in a familiar way
✓ be obvious and efficient
✓ be responsive and perform
✓ help people & businesses accomplish goals
✓ be brand consistent & elegant
✓ be progressive & trustworthy

44. ✓
Define success for
your business by
listing how you will
measure that
success

45. ✓
List what you believe
the success criteria
are for your users

46. LAW #3:
VALUE GOOD
DESIGN

47. Give me 5 features
that made you
upgrade your
operating system

49. “1990 called and they want their interface back”

50. - Raymond Loewy
“Ugliness does not sell.”

51. Law #4:
IT’S NOT ALL ABOUT
THE BIG IDEA

52. A big win in user
experience
is the sum of many smaller,
user-centric ideas

53. THE BIG
PITCH

54. ✓
Inject “EMPATHY”
and “HUMILITY”
into everyone’s job
description

55. Law #5:
YOU ARE PROBABLY
NOT YOUR USER

56. baduigallery.com
how did this happen?

57. “Software today is
designed for the people
who are building it”

58. this is our fault

59. ABC CORP SYSTEM
ARCHITECTURE
TRANSACTION
CUSTOMER DATA
SERVER
LEGACY
BPM AUTOMATION CMS
FRAMEWORK project teams to
minimize the user
3rd PARTY 3rd PARTY
WORKFLOW CONTENT in almost every
process
SOA
SEARCH ENGINE OPTIMIZATION
UI
this is our fault

60. this is our fault

61. these are your “users” - the people we must care about
...when these are more like your users

63. ✓
Budget at least 20%
of your resources
toward strategic
user research and
interaction design

64. the less you are like your user
the more user research you will need
user research
you = your user
wilson’s law of user research

65. ✓
Understand the
user’s environment

66. Law #6:
DO NOT TRY TO
BUILD FOR
EVERYONE

67. If you build for
everybody, you wind
up building for nobody

68. this is the result of building for everyone

69. ✓
Contextualize how
you think about your
users by defining a
small set of user types
(a maximum of 3 is best)

70. ✓
fewer features?

71. ✓The key to ease of
use is not less
features, it is fewer
decisions

72. from: Joel Spolsky’s topic, It’s Not That Hard”
an example of “feature” thinking

73. JOEL SPOLSKY, It’s Not That Hard”
an example of “end user” thinking

74. Law #7:
GATHER FEEDBACK
THROUGH
CONVERSATION

75. survey question #8
I found the system intuitive
and easy to use.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

76. ✓
Talk to users

77. Law #8:
USERS DON’T KNOW
HOW TO BUILD
REQUIREMENTS

78. You need to interpret
what your users ask for

79. - Henry Ford
If I had asked people what
they wanted, they would
have said ‘faster horses.”

80. “where’s the refresh button?”
joe user

81. ✓ Take the time to
understand the core
issues behind what
the user is telling you

82. Law #9:
RIGID PLANS ARE
PLANS TO FAIL

83. software projects are
predictably unpredictable

84. process diagrams are a dime a dozen

85. On Time
On Budget
No Difficult Conversations Upward

86. scheduling innovation

87. - Richard Monson-Haefel
“When you try to guess at
future requirements, 50%
of the time you’re wrong
and 49% of the time
you’re very, very wrong”

88. ✓
Be willing to throw
out half of what you
create

89. TriGeo Console Project Milestone v_0.1
Last Modi ed: October 30, 2008 9:12 AM
USER INTERVIEWS INTERVIEW #1 NOTES nds something then looks at details :( con gure/manage tools
Only person take action takes forever to load
technical support resolve address
other people on technical sta use it check attacks source Dashboard
monitor logs who is/traceroute CPU, memory
not as dedicated Others check logs/trouble shooting Dial, inspection log
not regular basis Would like to nd all for IP for week/ overall network security health
calls the TriGeo Console “the TriGeo” day/month (Green/Yellow/Red)
Runs it in the background Deep dive in IGS Version of software
set up alerts Block IP name of device
gets alert google.com for IP to see if we do attackers/source hold
always open on separate computer business with graph - top 10 attackers
wants sounds Filters Graph/pie chart
uses blinking 58 (all) some TriGeo/some created top devices generating IP events In/
Cisco IPS 37 in tabs (dynamic and changing) = 6 Out TriGeo Console Project Milestone v_0.1
rows of tabs Last Modi ed: October 30, 2008 9:12 AM
uses the management console line graph/real time
Monitors TriGeo and any alerts that Mentioned the usage of “ lter sets” attacks over time
come through IPS then uses that TriGeo #of alerts generated
console for that event. Custom top alerts
USER INTERVIEWS CONT. describes this as “synergy” INTERVIEW #2 NOTES
“Day in the Life”
what kind/how many
functioning 20 - 3 rows
logs IGS - servers, edge, rewall suspicious tra c create and delete a lot
monitors servers, workstations
consolidate logs Morning activity/events Wishlist 10-11 on dedicated
research
nd out what events are coming from checkdatabases
sql lters Top Tasks
scheduling reports
which thing check tools on team, some semi-trained
4 people (status=up?) remain in directory where you put the
Console runs 24/7 Windows
IGS console has better capabilities run/check person
primary reports last one *same location
view tabs jumps around from window to
let it run all day
not enough licenses for all comps, but ? -rule builder
favorite serving locations window
Top Activities
going that route tools lag time
tools create lter from alert Context Scenarios
run on desktop to get a sense of Windowing
120 workstations would like ad hoc reports/custom
reports for rules too ! Logs in to the console
what’s going on the network (tabs) most apps run like that there are already prebuilt ones likes drag and drop for rules and lters
go through tabs to see what’s going
! Monitors network feeds
Usage
not much thought analyzeLife on internet (IP, domain,
Day in info
on throughout the day (made on navigating through window when other alerts? no?
see accounts) Dashboard ! Sets advanced filters
general health monitoring
TriGeo most custom) looking into speci c task
security functions knowledge base
same day to day what each server is doing ! Establishes rules
login errors, hardware errors
program rules for health uses it when needed
driven by lters
! Receives an alert
*trying to nd info that was stored by lter to nd what’s going on or
TriGeo through reports 9
! Drills down to problem area
run reports make notes of Ext.Info Wishlist ! Discovers and attack
tool alias wants to be able to deal with
monitor console
unmanaged Device ! Quarantines affected area
IDS make rules in rule builder
Rule Builder make notes, then goes into rule Quick reports with button click
dedicated machine builder
alerts Alert
general server health like being able to click and create rule TriGeo Console Project Milestone v_0.1
! James Woo
disk usage or has to take info and plug info rule Last Modi ed: October 30, 2008 9:12 AM
Power User Primary Persona
virus alerts automatically
windows time sync search alerts in Rule Builder?
29 savers rules in alpha order
go through log les order is confusing
USER RESEARCH SUMMARY backups succeeded CONSIDERATIONS to deal with
would like to be able James is an IT administrator for an internal network of a 3000 employee corporation. He is
services stopping? General
unmanaged workstations**
on call 24-7 and is responsible for maintaining a very complex, multi-tiered environment, Context Scenarios
restart Tabs take up a lot of space.
take action
Tactics for gaining insight into an application through the eyes of ! Logs in to the console
on/o line agents
users can be achieved many ways. User interviews, observation,
Navigation should be area- and task-
lter tabs from high-profile servers to employee computers.
based ! Reviews Network Activity
round-table discussions. This research directly impacts the
direction of the design and execution.
Multiple windows should be brought ! Sets New Rules
into the “central” portion of the
10
Being able to put his finger to the “pulse of the network”, maintain fine-grain control of
application as much as possible
As part of the TriGeo project, user interviews were conducted
Primary tasks should be brought out traffic and maintain a high level of security is what James relies on. There are gigabits of
over the phone to gain a general insight to usage patterns,
pain points and usability. When progress is made incorporating
of “hidden” contextual menus to be activity happening every hour that he must be able to respond to at a moments notice.
more top-level
this feedback, more focussed research is done to further re ne
Eliminate redundancy in menus
aspects of the application.
There is a separation between menus When James logs in to the application he is able to maintain an overview of his network.
and information
Initial phone interviews were made, however E ectiveUI was
Addition of a Dashboard (Ops Center) He knows the network inside and out and has customized his “workspace” to cater to the
asked to halt further user analysis and focus on the direct
feedback provided by primary stakeholders.
Ability to customize in various ways most critical areas.
Add methods of “progressive
disclosure” allowing users to dive ! Marian Phillips
Altogether, six people were interviewed and written notes were
deeper.
obtained accordingly.
Based on the discussions with users and making an evaluation
Consistency in work ows and
interface elements Novice User Secondary Persona
of the console, a number of target areas were identi ed for
Ops Center
improvement and consideration. Feedback from TriGeo also
helped drive the focus on some of these areas.
Ability to customize view and content Marian is IT support for a 200 employee company. She monitors the network, but also
Ability to add pre-created “Portlets” or
create unique ones
helps with employee hardware and software.
“Work Areas”
Re ne results using a variety of criteria
The first order of business for Marian is checking email, voice messages and the current
In-context options for taking action on status of the network. She receives an email stating that employees are no longer allowed TriGeo Console Project Milestone v_0.1
areas of interest to browse YouTube.com. Last Modi ed: October 30, 2008 9:12 AM
In-line re nement of data
In addition to monitoring the network, Marian can perform a couple easy steps to creating
Context Scenarios
8 a rule to block employees from browsing to YouTube.com. Sure, Marian can view every
! Logs in to the console
EXPERIENCE MAP
network activity, but her primary concern is respondingGlancesimmediate demands of
! to the at Dashboard
enforcing company policies. ! Evaluates network “saves”
The Experience Map acts as a diagram of the “ ow” of an
application. It is important to hone in on this high-level
framework of the application so a clear direction may be
Context Scenarios
established. This map helps the direction of wireframes without
getting too far into the details. ! Demonstrates the application
! Drills into specific features
The content of the Experience Map is based on user research,
a current understanding of the application and methods of
! Clark McCarthy improving usability. As more information is gathered and
Experience Map evolves until a direction has been established.
Executive User Secondary Persona ! George Newstead
Creating the Experience Map was an ongoing process that ran
in tandem with wireframes and creating design compositions.
TriGeo Executive
Clark is CTO for a 3000 employee company and reports directly to board members. inconsistent overlap due to these areas
Although there was some
He likes to keep tabs on the companies networkproduct that being done in parallel, thinking around on the path to a to
George is looking for a response and effectiveness to see and headed wireframes helped
can be white labeled if
TriGeo Console Project Milestone v_0.1
spending all that money on new servers is really paying off. tightenwith required functionality. vice versa.
SaaS offering while delivered on time and areas of the Experience Map and
Last Modi ed: October 30, 2008 9:12 AM
Steve wants an easy-to-use dashboard that allows him to monitor just how great his of the TriGeo Console was generated
In the end, a solid overview
that acts as the foundation for additional development and user
network is running. It also doesn’t hurt that he has high level information he can use is still work to be done and directly
experience re nement. There Context Scenarios
to get get praise from the boss. correlates to the Wireframes. ! Gives a demo
WIREFRAMES : OPS CENTER
! Navigates through features
! Linda Deris
TriGeo Employee
Linda is focused on selling TriGeo offerings. She wants something easy to demo and
TriGeo Console Project Milestone v_0.1 sell while successfully conveying the value, ease and power of the application.
Last Modi ed: October 30, 2008 9:12 AM 20
WIREFRAMES : MONITOR
TriGeo Console Project Milestone v_0.1
Last Modi ed: October 30, 2008 9:12 AM
28
WIREFRAMES : OPS CENTER
34
31
planning only gets you 20% of the way there

90. ✓
value the
PRODUCT
over the
PROCESS

91. ✓
SCOPE = PRODUCT

92. Law #10:
EVERY PRODUCT
NEEDS A SINGLE
VISION

93. Product
CEO Designer Developer
Manager

94. Product
CEO Designer Developer
Manager

97. TriGeo Console Project Milestone v_0.1
Last Modi ed: October 30, 2008 9:12 AM
EXPERIENCE MAP
The Experience Map acts as a diagram of the “ ow” of an
application. It is important to hone in on this high-level
framework of the application so a clear direction may be
established. This map helps the direction of wireframes without
getting too far into the details.
The content of the Experience Map is based on user research,
a current understanding of the application and methods of
improving usability. As more information is gathered and
Experience Map evolves until a direction has been established.
Creating the Experience Map was an ongoing process that ran
in tandem with wireframes and creating design compositions.
Although there was some inconsistent overlap due to these areas
being done in parallel, thinking around wireframes helped to
tighten areas of the Experience Map and vice versa.
In the end, a solid overview of the TriGeo Console was generated
that acts as the foundation for additional development and user
experience re nement. There is still work to be done and directly
correlates to the Wireframes.
20

102. bad news:
GOOD UX IS HARD
good news:
THERE ARE REWARDS
FOR GETTING IT RIGHT

103. UX focused companies
outperform the market
by a 300% margin
The UX Fund, Teehan & Lax

104. what if defined success by delighting users?

105. sales conversion time
reduced by 35%
manufacturing costs
dropped by 42%
online revenue grew from:
$5 million
to
$85 million
...all in less than 9 months

106. Anthony Franco
President & Founder
EffectiveUI
anthonyfranco.wordpress.com
twitter: anthonyfranco
thank you

107. Panel Discussion
UX in your Business
Adam Burrell
Navy Federal Credit Union
Paul Levine
National Geographic
Christopher Bevel
FedEx
Kelly Goto
GotoMedia

108. What does user experience
mean to your organization?

109. How important is
user experience to
building your business?

110. How are you using
user experience to
improve service

111. How are you using
user experience to
increase trust

112. How are you using
user experience to
decrease costs

113. how “cross channel” are
you - where do you want to
be in a year?

114. How do you get “UX”
buy-in across your
organization?

115. Does “UX” = ROI?

116. The Apple Factor

117. BREAK (10 minutes)

118. the UX Factor
Designing for Lifestyle
Kelly Goto
Principal, gotomedia

122. voice
touch
words
Human-Human
expression
concept: tara lemmey

123. EDI
XML
UDDI
SOAP
Machine-Machine
binary
RDF
concept: tara lemmey

124. voice
gesture
Human-Machine
touch visual
concept: tara lemmey

125. voice
ajax
Machine-Human
imagery
GUI
communication
concept: tara lemmey

130. introduced Jan 1983
$9,995.00 (today ~$21,693.00)
first GUI (graphical user interface)
on a personal computer
resolution 720 x 364!

131. http://www.touchuserguide.com

134. UX Components
practical emotional
easy intuitive
clear personal
accessible unique
economical aesthetic
functional desirable
utilitarian compelling
reliable nostalgic

138. Designing for lifestyle
means understanding
context, desire & delight.

139. Contextual Personas

140. needs
desires
likes hates

141. Contextual Personas
Gathering Explicit and Implicit Data
Device Place Goal
Noise Time Limitations
State/Stage Result Feeling

142. Contextual Personas
Gathering Explicit and Implicit Data
what device a what are you
where are you?
are you using? doing?
what “noise” is what time of what limitations
distracting you? day is it? are there?
are you able to
what stage of the how does it
complete your
task are you in? make you feel?
task?

146. Research Methods

147. ... the most effective mechanisms for
making inferences from user research
are human intuition and empathy.
The empathetic and intuitive capacity
of the team is what allows research on
a limited sample of users to be used as
an intelligent, expansible, and flexible
part of the framework requirements.
- Effective UI, The Art of
Building Great User
Experience in Software

148. Usability Testing
What are we trying to test and when?
Formal Semi-Formal Informal
Formal facility Remote or in-office At participant’s location or
cafe
8-15 carefully 3-10 recruited participants 3-5 Friends, co-workers or
screened participants family members
Formal test plan Test Script Task/Goals list
Complex video monitoring Simple screen capturing,
(picture in picture) with voice, using programs No video taping, only notes
practices, including high- like Windows Media and observations
light videos Encoder or Morae
Observation through one
way screen/remote viewing
software

149. Usability Testing
One-on-One

150. Contextual Personas
Lifestyle Research - “Follow Me Home”

151. Needs Analysis
Brainstorming on Real Desires

152. Needs Analysis
Brainstorming on Real Desires

153. Card Sorting
Prioritizing and Clustering

154. Card Sorting
Prioritizing and Clustering

155. Sample Project

156. Sample Project
Client-provided flow

157. Sample Project
White Board Brainstorming

158. Sample Project
Sitemap / Site Flow
Veeker Launch Redesign High Level Path Flow
PATH
Legend
Veeker Home Login Dashboard Explore Public Feeds
Special Page
Veeker Profiles Login
Public Page
Learn Tour
- Send
Create New - Compose
Messages
Message - Reply
- Forward
Videos
Add New Video Add By Phone
Record From
Webcam
Contacts
Add Contact Add New
Result Found
(Search) Contact
Result Not Found Invite

159. Sample Project
Task Map / Experience Mapping
Veeker Task Map | Version 2 Unregistred User
TASK MAP LEGEND
Tour
(use case) Parent
Sample
Content/ How to
Channels
General Content
What is Veeker? Connecting Point
Reply
View Other Point of Entry
Forward Sender's
Profile
LEARN Recommended
about Veeker
Privacy
Get
Video Message
Embed
(Implicit Account)
URL
Company
News
Information
Partner
FROM Partner Tools
Landing REGISTRATION Veeker Home
Partner Site (Phase 2)
Page
Invitation
Landing
Page
Public Videos View
Feedback (vChannel) Profile
Login
FROM
Email Invitation
Support My Account Feedback
Update Profile
Invite Friends
(vCard)
Change
Settings
prepared by gotomedia | 04.27.07 1

160. Sample Project
Page-Level Wireframe
Veeker Wireframe | Public Site Homepage
WIREFRAME NOTES
Sign Up | About Us | Feedback | Login
VEEKER
Home Explore Learn
Big points explain what is veeker ipsum
dolor sit amet, consectetuer adipiscing elit,
smod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
Small points enim ad minim veniam, quis noim veniam, quis noim Interface Screenshot
veniam, quis nostrud exerc ullamcorper t aliquip ex ea commtrud (link to view screenshot tour)
exerc ullamcorper t aliquip ex ea commtrud exerc ullamcorper t
aliquip ex ea commtrud exerc ullamcorper t aliquip ex ea
commodo consequat.
View Screenshot Tour OR Sign Up For Free
What can I do? How can I use it?
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, smod consectetuer adipiscing elit, smod
tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna
Interface Screenshot Image to illustrate use case
aliquam erat volutpat. aliquam erat volutpat.
(link to screenshot tour page) (link to more details in Learn)
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, smod consectetuer adipiscing elit, smod
tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna
Interface Screenshot Image to illustrate use case
aliquam erat volutpat. aliquam erat volutpat.
(link to screenshot tour page) (link to more details in Learn)
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, smod consectetuer adipiscing elit, smod
tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna
Interface Screenshot Image to illustrate use case
aliquam erat volutpat. aliquam erat volutpat.
(link to screenshot tour page) (link to more details in Learn)
Copyright © 20007 Veeker Corp. Privacy | Terms & Conditions | Partners
prepared by gotomedia | 05.03.07 1

161. Sample Project
Usability Task List
Task List Usability Testing Veeker
Thanks for coming
Questions about agreement
Highly confidential
Technical setup
Not testing you
Testing paper prototype, use imagination, scenarios, use pen as a mouse
Live website:
Task 1: homepage exploration and label check:
Questions:
BEFORE looking at website: Label Test
Before we start I would like to get your feedback on the name of the service we will be
looking at today
How do you think you spell ‘Veeker’?
o What do think of the name ‘Veeker’? Is it memorable? Hip?
o “A Veek is a ‘video peek’” – does that make it more catchy? What do you
associate it with? (mobile? adult?)
First we will be looking at the live Website.
What is your first impression when looking at this website?
What do you think Veeker is all about?
What do you think of the name Veeker?
o What do you think you need and or need to do in order to be able to use Veeker?
o Where would you go in order to find out?
Looking at the main navigation: can you tell me, without clicking on anything yet what you
think you would see once you click on the tabs?

162. Sample Project
Finished Prototype

163. when your car
talks to you...

164. when your phone
talks to you...

165. when your computer
talks to you...

166. are you
listening?

167. the UX Factor
Rapid Research
Kelly Goto
Principal, gotomedia

169. “Optimism is an
occupational hazard of
programming, feedback
is the treatment.”
Kent Beck, author of Extreme Programming

170. from this to this

172. Rapid Prototyping
& Testing

173. ✓ 5 participants 1 backup per day.
✓ Team present or observes remotely
during testing.
✓ Real-time note taking; notes
delivered immediately.
✓ Team meeting following testing.
✓ Less documentation; more action.

174. “Do-it-yourself” usability tests
are definitely qualitative. The
purpose isn’t to prove
anything; it’s to get insights
that enable you to improve
what you’re building.
- Steve Krug, Rocket Surgery Made
Easy: The Do-It-Yourself Guide to
Finding and Fixing Usability Problems

175. Focus

176. Focus
High Level Goals & Objectives
Reality. You cannot test everything. Be
specific.
Stage. Are you prototyping? Are you
redesigning? This affects the test plan.
Goals vs. Tasks. The team thinks in tasks,
the user has goals. Remember the difference.
Informal does not mean disorganized.

177. Recruiting

178. Recruiting
Who to Recruit
http://firstplaygrounds.com

179. Recruiting
Who to Recruit
http://smugmug.com

180. Recruiting
EZ recruiting using Craig’s List (or online posting)

181. Recruiting
Intercept recruiting using Ethnio (boltpeters.com)

182. Prototyping

183. Paper Prototyping

184. http://graffletopia.com/stencils/413

185. http://graffletopia.com/stencils/413

186. mockapp.com

188. Testing

189. Test Timing
Remote - Start 10 minutes early to set up
viewing, download necessary software, and get
headset on prior to testing start time.
* Fill out and return participation and NDA forms prior to testing
5 min - Introduction & Initial Questions
45 min - Open Ended Tasks (pre-test to
ensure tasks are doable within timeframe)
5 min - Follow-Up Questions
Video - Allow for 30 minutes processing
between 1-hour sessions or use 2nd computer.

190. Pre & Post Survey
surveybob.com
wufoo.com

191. Conduct a Dry Run

192. What to say:
“We’re an independent
research group, we did not
“We’re testing this
design the system, say
system and not YOU so
whatever you want.”
there are no wrong
answers.”
“Think aloud during
the session so we can
understand what you “You may have
are thinking.” questions, and I may or
may not be able to
answer.
Do you any
questions before
we start?”

193. Testing Tips
Tasks: Don’t tell them what the tasks are in
advance. Keep to the script when possible, allow
users’ flow to guide through tasks naturally.
Expectations: Don’t say “This is so easy even a
6-year old can do it.”
Rescuing: Don’t help struggling participants until
frustration level rises ... know when to “give up”
and list as failed task.
Response: Don’t answer questions, respond
impartially, “Hm. I wonder...”

194. Testing Tips
Assess: What is this that we are looking at?
What do you think you can do here?
Explore: Allow participant some non-guided
exploration (within reason) before starting.
Probe: Was that what you expected to see?
Would you recommend this to a friend?
Elaborate: Can you show me what else you
use to complete the same task?

195. Testing Tips
Very important that the (client) team is
available to watch testing real time
remotely or at a testing facility.

196. Testing Tips
When Recording: Use two computer systems
or allow 50% time of session between sessions
for processing.
Small is Better: Use screen capture software
(like Snapz Pro X) to capture a portion of the
screen.
Breaking a Promise: If promised, have a
backup system in place. Maybe a Flip Mino.
You will use it.

197. Insights

198. Insights
Gathering Feedback
Rigorous Empathy: Engaged or disinterested;
delighted or frustrated?
Patterns: Were there repeated errors or insights that
formed patterns during the testing?
Aha Moments: Were there moments that were a
surprise to witness?
Low Hanging Fruit: What simple things can be
changed tomorrow to make the experience more
effective?

199. Insights
Aha Moments

200. Insights
Discuss Findings with Team
Debrief: Spend 5 - 10 minutes after each
session to note high-level findings, highlight
notes or mark timing on video.
Distribute: Send raw notes, screenshots and
videos immediately. Important to name and
save files and organize on the same day.
Discuss: Take 30 minutes to an hour at the end
of each day to discuss findings and
recommendations with the team.

201. Insights
Post / Distribute Notes & Video

202. Action

203. Action
Implementation
Key Findings: What are the main takeaways
from the testing?
Immediate: What can be changed immediately
on the application or site to improve the UX?
Longer-term: What findings were fixable or
needed to be addressed down the road?
Planning: When should we conduct our next
test and what are the areas we need to explore
at a deeper level?

204. Test. Just Test.

205. Recommended Reading

206. Effective UI provides a complete
roadmap to building groundbreaking
software centered on user experience
(UX) quality, how to get management
support, employing product
management strategies proven to
deliver greater success, and how to
manage the design, engineering,
staffing, and business considerations
that must be centered on the user's
needs and working effectively in
tandem all throughout the project.
http://www.effectiveui.com/book-resources/index.php --> download some sample chapters!

207. A classic overview of
the testing process –
surprisingly
straightforward and
now in a second
edition. Very basic,
and worthwhile.

209. The first guide to
linking business
strategy with the
art and science of
the online user
experience

211. Q&A
Adam Burrell
Navy Federal Credit Union
Paul Levine
National Geographic
Christopher Bevel
FedEx
Kelly Goto
GotoMedia
Anthony Franco
EffectiveUI

212. Join us for our other events this week
Tomorrow
“Pitfalls to avoid in Anthony Franco
10:05, Room 2006
RIA development”
Wednesday
“Why you can’t talk Anthony Franco
about UX in 10 minutes” 12:40, Exhibit Hall
join us for a ux networking RSVP your spot at
event on Cinco De Mayo UXFiesta@effectiveui.com