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UX Research:
Quantifying Experiences
at CoreMedia
What Customer Journey Maps can tell you about the usability
of your prod...
● About 150 employees, about 50 working on
the product
● Product: CoreMedia 8 DXP, everything about
web content
● 5 dev te...
Our Environment
● Enterprise: B2B (Buyer ≠ User)
● Editorial Backends
● Software is not monitored by analytics (on
premise)
Research Goals
Opportunities for
Product Increments
Customer
Visible
Product
Increment
Feasible?
Usable?
Viable?
Design &
...
Research Goals
Feasible?
Usable?
Viable? Usable?
Establishing UX Research
● Start small and learn (Hackathon, Guerilla
Research)
● Any research is better than no research
...
Recruiting
● Approaches
○ Social Networks
○ Customers
○ Private Contacts
○ Agencies
● Incentives
http://www.nngroup.com/re...
Method
Intro Training Break Test Questionnaire
Setting
Participant
Moderator
Examiners
Customer Journey Maps
https://aycl.uie.com/virtual_seminars/is_design_metrically_opposedAdapted from Jared Spool
User Sati...
Customer Journey Maps*
* Actually, most people understand the term Customer Journey Maps a little different… http://www.ux...
Customer Journey Maps
User Satisfaction
Drop-Off Rate
Graph adapted from Jared Spool https://aycl.uie.com/virtual_seminars...
Data Collection
● No interference with
think aloud
Customer Journey Maps
Customer Journey Maps
:-)
Number of Issues vs. Satisfaction
50
0 :-(
:-)
Customer Journey Map
Number of Issues
Number of Issues vs. Satisfaction
:-(
:-)
Customer Journey Map
Number of Issues
Correlation:
r = -0.94, p < 0,005
Using the Feedback
● Align stakeholders: Less discussions
● Spark important discussions
● Understand our software better: ...
Questions?
Hamburg
info@coremedia.com
tel +49.40.32 55 87.0
San Francisco
usa-info@coremedia.com
tel +1.415.371.0400
London
uk-info@c...
UX Research: Quantifiying Experiences presented at UX Camp HH 2015
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UX Research: Quantifiying Experiences presented at UX Camp HH 2015

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What Customer Journey Maps can tell you about the usability of your product. We at CoreMedia included the collection of data for a customer journey map in our research process to better communicate research results and found a high correlation with potential issues found in a thorough video analysis. We work in the area of enterprise, B2B, and in an agile environment with multiple development teams.

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UX Research: Quantifiying Experiences presented at UX Camp HH 2015

  1. 1. UX Research: Quantifying Experiences at CoreMedia What Customer Journey Maps can tell you about the usability of your product Johannes Nanninga @nusability Nils Morich Kris Lohmann @kris_lohmann
  2. 2. ● About 150 employees, about 50 working on the product ● Product: CoreMedia 8 DXP, everything about web content ● 5 dev teams ● UX team of 3 (+) Introduction: CoreMedia in a Nutshell
  3. 3. Our Environment ● Enterprise: B2B (Buyer ≠ User) ● Editorial Backends ● Software is not monitored by analytics (on premise)
  4. 4. Research Goals Opportunities for Product Increments Customer Visible Product Increment Feasible? Usable? Viable? Design & Development Usable?
  5. 5. Research Goals Feasible? Usable? Viable? Usable?
  6. 6. Establishing UX Research ● Start small and learn (Hackathon, Guerilla Research) ● Any research is better than no research ● Show and tell ● Improve ● Move to more frequent testing ○ Our story: 5 people discussing scope of a feature in a meeting for a long time ➔ we need data
  7. 7. Recruiting ● Approaches ○ Social Networks ○ Customers ○ Private Contacts ○ Agencies ● Incentives http://www.nngroup.com/reports/how-to-recruit-participants-usability-studies/
  8. 8. Method Intro Training Break Test Questionnaire
  9. 9. Setting Participant Moderator Examiners
  10. 10. Customer Journey Maps https://aycl.uie.com/virtual_seminars/is_design_metrically_opposedAdapted from Jared Spool User Satisfaction
  11. 11. Customer Journey Maps* * Actually, most people understand the term Customer Journey Maps a little different… http://www.uxmatters. com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php User Satisfaction Graph adapted from Jared Spool
  12. 12. Customer Journey Maps User Satisfaction Drop-Off Rate Graph adapted from Jared Spool https://aycl.uie.com/virtual_seminars/is_design_metrically_opposed
  13. 13. Data Collection
  14. 14. ● No interference with think aloud Customer Journey Maps
  15. 15. Customer Journey Maps :-)
  16. 16. Number of Issues vs. Satisfaction 50 0 :-( :-) Customer Journey Map Number of Issues
  17. 17. Number of Issues vs. Satisfaction :-( :-) Customer Journey Map Number of Issues Correlation: r = -0.94, p < 0,005
  18. 18. Using the Feedback ● Align stakeholders: Less discussions ● Spark important discussions ● Understand our software better: What works for users, what does not? ○ Allows for focused resource allocation
  19. 19. Questions?
  20. 20. Hamburg info@coremedia.com tel +49.40.32 55 87.0 San Francisco usa-info@coremedia.com tel +1.415.371.0400 London uk-info@coremedia.com tel +44.207.849.3317 Singapore asia-info@coremedia.com tel +65.6562.8866 Dr. Kris Lohmann, kris.lohmann@coremedia.com @kris_lohmann Nils Morich, nils.morich@coremedia.com Johannes Nanninga, johannes.nanninga@coremedia.com @nusability

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