Early stage user testing


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  • Liis\nUI/UX designer\nIn Startup Chile with Rikono\nRecent experience in user testing with our apps\n
  • This quote - why it’s an important subject\nFind core value\nUsers doesn’t know what they want, don’t need to ask\nLet them play and try your proto\nHear a lot of interesting and surprising\nFix many UI issues\n
  • What it will give to your company\nConfirm/disconfirm hypothesis\nFix stuff, find weak spots\nNew ideas, directions\nMaybe the idea don’t work at all?\nRecent favourites: Prototyping and AB testing\n\n
  • I think prototyping is great.\nClearing your own ideas\nLetting to show your them in understandable way\nDon’t always need a designer for that\n\n
  • Different styles:\nChoose appropriate fidelity\nVisual - proportional not pixel perfect\nFunctional - to feel how does it work\nContent - don’t use lorem ipsum\nLow - pen+paper\nMedium - no colors etc, shows behaviour of the app\nHigh - looks like a real website\n\n
  • Haven’t used many\nMostly use photoshop, paper+pencil, Invisionapp (love it)\nA lot of great resources on the web\nEvery tool is great for something specific\n+ many other cool stuff like eyetracking, clickmapping etc\n
  • 2 different versions of website\n1/2 of users directed to one\nFocusing on different aspects of the site\nSetting specific goals\nGetting results:\nDifference might be huge\nMight be very small or nothing\n\n
  • Which version makes the user complete the goal you set\nWhich changes have more effective results\nIs there any changes at all?\nAre the numbers relevant?\nE.g 6 users: no, 6000 users: yes\n\n\n
  • Lot of different things to test\nRecommend to test one at a time\nSet specific goals to each test\nE.g How many signups, etc\n“Cloud” in headline rised signups tremendously\n\n
  • A lot of different tools,\nHaven’t used any of these directly myself\nA lot of information in the web as usual\nVery interesting, want to dig in more\n
  • 3 examples of Visual Website Optimizer tests:\nChange in headline (gives the user idea what the product is)\n
  • Bringing out the discount more on label and in the name of the wine\n\n
  • Removing sign-up form\nChanging layout\nIncreased signups 60%\n\n
  • Where to start?\nBuild/mock your Minimum viable product?\n\n
  • Figure out:- who are your users and where to find them\n- what are your goals, what you need to find out\n\nShow what you have and listen and watch how they use it\nDon’t talk too much\nFrom device it’s designed for\nIn situation it’s designed for\nE.g showing mobile flows in the computer makes the user confused\nDemoing tool used while shopping for clothes in a store doesn’t make sense in the bank\n\n\n
  • Set goals what to find out about your product\nE.g: \n(list)\nE.g changing the signup button from green to red can increase conversion rate 60%\n\n
  • What would be useful to find out about the user while testing,\nSlip in these questions unnoticeably\nRight questions - they will talk more you asked\nOpen up personal notes, text messages, emails, everything\nVERY useful information, creates new paths\n
  • Guiding user through your product with right questions is very important.\nWhich questions not to use is also important.\nDon’t ask yes/no questions.\nDon’t tell them what they see and what they have to do.\nLet the user use what is there. Your future product doesn’t make sense in this moment.\n\n
  • Try using open end questions\nLet them describe what they see\nAsking what they expect and did it happen the way they expected.\nIf not, what they would have expected to happen. how it looks like.\n\n\n
  • Everything they say is not “true”\nMinorities can give important clues, but also might not.\nPrototype new ideas and test again.\nOr just fix the biggest bugs and launch it. Ignore everything.\n\n\n
  • Targets who to meet from useful people i know\nEach one of them: their expertise, what to learn from them, how they can help me\nWhere to find target audience\nHow to approach them\nSpecific things i want to know from them\n\n\n
  • Wanted to find out:How do they use the app? Quite correctly\nDo they understand the product? Yes\nEmotions? Very excited\nDid they saw value? Huge\nNot what we expected: problem statement\nNobody thinks they don’t know much\n\n
  • They get excited they really want to share all their ideas\nAfter that they’re not so interested in testing the product\nWant to show everything they have in phones and how they use it\nKey people love your product, they market it to networks\nMany funny facts: dog is like a house in the hamptons, 5000 USD etc\n
  • I’d like to wrap up with my most fav quote.\nI do always try to design for the vision, \nAnd sometimes hard to kill a lot of things\nFor minimum viable product\nBut very useful to test core value of product\nIf you know what will work you can always build more, but start with less\n
  • I hope my talk gave you some useful thoughts.\nI am SO excited about this subject and can’t wait to learn more about it.\n\n
  • Early stage user testing

    1. 1. Early Stage User Testing:Verifying youre building something people want Liis Peetermann lpeetermann@gmail.com
    2. 2. Figure out what matters and get rid of everything else. J. Knowles
    3. 3. Early stage user testing: Test your ideas / hypothesis. Fix bugs, important UI issues. Find new solutions. Create a new product?
    4. 4. Prototyping is: Simple and quick. Great for testing a concept or process.Should give you a better understanding about your ideas / hypothesis.
    5. 5. Different types: Wireframes Paper protoypes Visual protoypesInteractive prototypes
    6. 6. And different tools:Mockflow, Mockingbird, Balsamiq, Omnigraffle etc Paper, pencil, post-its Photoshop, Keynote, Powerpoint Invisionapp, Axure, iRise + For different devices (E.g Sensa touch) Etc.
    7. 7. A/B testing Traffic 50% 50% Version A Version B20% conversion rate 25% conversion rate
    8. 8. A/B testing is: Used to gain insight into visitor behavior. To increase conversion rate.Two version (A/B) + a metric to define success = results
    9. 9. What to test: Landing page headline Images on website Different layout versions Navigation Call-to-actionEtc. + One really good article
    10. 10. Tools:Google Website OptimizerVisual Website Optimizer Optimizely Etc.
    11. 11. Change in headline:25.3% Conversion rate 47.8% Conversion rate
    12. 12. Red marking the discount:12.5% Conversion rate 31.0% Conversion rate
    13. 13. Layout change, removing sign-up fields: Baseline 60% Conversion rate
    14. 14. Where to start?MVPMinimum Viable Product
    15. 15. Who are your users? How and where to reach them? What do I want to know/test? Show your product, mocks, sketches. Let the user talk and play. Notice everything they don’t say. Use the device that it’s designed for.If possible, use the situation it’s designed for.
    16. 16. What you might want to know about the product: Does my UI make sense. How will the users go through this step.What are their reactions to this specific part. Will they understand what my product is. Will they use it the way it is designed for. Which concept/layout works better.
    17. 17. What you might want to know about the user: Do they use any similar products. If yes, what. If no, why.How do they usually manage their stuff that your product is built for. What’s their lifestyle, which devices they use. How often.
    18. 18. Not so good way to guide users: “This button takes you to home page.”“See, here you can buy a product, click here to buy.” “This is only a small part of it, imagine it would do also 100 other things.” “Do you like it?” “Do you share things on Facebook?”
    19. 19. Much better way to guide users: “What do you see on this screen?”“What do you think will happen if you click on this icon you just mentioned.” “Is this what you expected to happen?” “How does it make you feel?” “How do you usually share?”
    20. 20. ... and the resultsDesigners etc. can give you relevant feedback about your UI, don’t expect it from a random user. Know who and what to listen. Make your choices and make them work. Mock and test. Mock and test again. Or don’t.
    21. 21. In New York:Who to meet from my existing network. What can I learn from them?Who to meet from our target audience. Goals. Places. Actionplan.
    22. 22. Our goals:Will they use our app the way we expected. Do they understand what the product is. What are their emotions. Will they see the value where we thought they would.
    23. 23. What we learned:If the users get excited they want to share all their ideas. They open up everything - notebooks, text messages, photos etc. Perfect way to get insights you won’t get anywhere else.Find key people, users with great networks.
    24. 24. You should always design for the vision. P. Espiritu
    25. 25. Thank you! Liis Peetermann lpeetermann@gmail.com