This document discusses the importance and benefits of user testing websites through diy methods. It begins by defining usability as how well users can achieve goals on a product and their satisfaction level. User testing helps remove obstacles between users and their goals, leading to more conversions and money. While we think we know our users, testing reveals how they actually use sites. Common mistakes are obvious, but some bad designs seem good initially. The document recommends testing at all stages of a project with inexpensive methods like remote and in-person testing. Only a few users and tasks are needed, and changes do not need to be big or expensive to make large impacts to metrics like conversions. The key is to test early and often.

1. DIY USABILITY TESTING
or
“The Legend of the Untested Website”
A tale of pain and lost conversions
S t eve!
wi th leverCu bed
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2. Web Usability:
WHAT?
What is website usability?

3. Usability:
How well we can use and learn a product
in order to achieve a particular goal, and
how satisfied we are with the process.
The “technical” definition… *yawn*

4. Let me explain:
On every website, there are obstacles between users and their goal.

5. The goal of good usability is to remove those obstacles.

6. + = $
Because Users + Goals = More Money…

7. + =
…and a happier world.

8. WHAT?
Some usability mistakes are obvious…

9. WHAT?
…some seem like a good idea at the time,
but in practice are just confusing.

10. WHAT?
Any guesses as to what business this company is in?
Check out their site: http://www.factorylabs.com/

11. WHAT?
Just TRY to navigate around this website:
http://www.thomasedison.org/

12. WHAT?
How long will it take you to find the listing of categories on this
website? Or, what Reddit even is? http://www.reddit.com/

13. This site is a travesty. There are so many problems, I don’t know
where to start http://www.gizmodo.com/

14. Web Usability:
WHY?
So, why bother with user testing at all?
“I built the site, it makes sense to me!!”

15. WHY?
We think we know our users, but we don’t.

16. WHY?
We think people use our sites like this…

17. WHY?
…when they really use them like this.

18. “ Know the user, and know
you are not the user
”
- Arnie Lund

19. WHY?
Modern retail has learned a lot from customer research.
We feel bad if we leave a grocery store WITHOUT buying something!

20. WHY?
Ecommerce Research:
58%
Cart Abandonment - Source: Inc. Magazine, 2009
But we still have a lot to learn on the web.

21. WHY?
Average 83% increase! - Source: The Nielsen Norman Group, 2008
Improved
Usability
Improving nothing but the usability of a website
can have MASSIVE implications.

22. WHY?
“ If they can't use it,
they won't.
- Me
”

23. WHY?
Our users aren’t stupid! It’s not their fault.

24. WHY?
To reach them and design for them, we need to understand them.

25. Web Usability:
HOW?

26. HOW?
Usability Labs
Most people think of big expensive usability labs.

27. HOW?
Eye Tracking
Some people love the idea of eye tracking.

28. HOW?
Heat Maps
Eye tracking produces Heat Maps
(not always as useful as you’d think)

29. HOW?
Gaze Maps
Gaze Maps show you in which order people looked at things.

30. HOW?
DIY = No-Excuse
Usability
Testing
But we’re going to talk about doing it yourself. On the cheap.
Because, if it’s worth putting on the web, it’s worth testing.

31. HOW?
In-Person Testing
THE book about DIY In-Person Usability Testing
“Rocket Surgery Made Easy” by Steve Krug

32. HOW?
In-Person Tools : Mac
www.silverbackapp.com
These applications video record the user, their screen, and where
they click for later review.

33. HOW?
In-Person Tools : Windows
www.camtasia.com
These applications video record the user, their screen, and where
they click for later review.

34. HOW?
In-Person Testing
THE book about DIY Remote Usability Testing
“Remote Research” by Nate Bolt and Tony Tulathimutte

35. HOW?
Remote Testing Tools : Automated
www.UserTesting.com
Automated tools find users for you based on demographics.

36. HOW?
Remote Testing Tools : Automated
www.userlytics.com
Automated tools find users for you based on demographics.

37. HOW?
Remote Testing Tools : BYOU
www.usabilla.com
You have to “BYOU” (Bring Your Own Users), but they run the test.

38. HOW?
Remote Testing Tools : BYOU
www.loop11.com
You have to “BYOU” (Bring Your Own Users), but they run the test.

39. HOW?
When do we test?
Answer: in every stage of the project.

40. HOW?
Before design/redesign
Test competitors’ sites
…to find best practices, what users love, what they hate.
Just looking for generalities.

41. HOW?
Before design/redesign
Test the current site
…to find what to keep and what to throw out.
You may find that you don’t need a full redesign, just a realignment!

42. HOW?
During design
Wireframes
The earlier you test, the easier and cheaper it is to make changes.

43. HOW?
During design
Paper Prototypes
Yes, pointing at a piece of paper WILL get you actionable results.

44. HOW?
During design
Working prototypes
If you have working prototypes, test them.

45. HOW?
Post design
Actual website
And, of course, ALWAYS test the final website BEFORE launching it.

46. HOW?
What you need:
• 3-5 people
• 3-5 task-based scenarios
• 30-50 min each
• Moderator and note-taker (or video)
• Gift: $50-$75 (Amazon gift card)

47. HOW?
Where to find people
• Ask the client for sources
• Friends and family
• Co-workers
• Craigslist “gigs” section

48. HOW?
Tell the user…
• “We’re testing the WEBSITE, not you”
• “Think out loud as much as possible”
• “Be brutally honest - we need your help!”

49. HOW?
You, the moderator…
• Don’t help them complete tasks
• Ask “Why” and “What are you thinking”
• Answer questions with questions

50. Web Usability:
WHAT NOW?
Okay, I’ve done all the testing, NOW what do I do?

51. WHAT NOW?
Post-Testing:
• Analyze the data
• Look for trends
• Change the big problems
• Rinse and repeat

52. WHAT NOW?
Do the changes HAVE to be…
BIG?

53. WHAT NOW?
NO
200% increase in signups
37 Signals famously changed their button from “Free Trial” to “See
Plans and Pricing” (based on testing) for a massive increase.

54. WHAT NOW?
Do the changes HAVE to be…
EXPEN$IVE?

55. WHAT NOW?
NO
Especially if you
TEST AT THE BEGINNING
I repeat: ESPECIALLY if you test at the BEGINNING!

56. WHAT NOW?
Microsoft’s Bing.com
vs.
$80 million
increased ad revenue - Source: Paul Ray, UX Manager, Bing.com
Bing changed their link results from light blue to dark blue (based on
testing) for a MASSIVE increase in revenue. That’s a 5 minute fix.

57. WHAT NOW?
You no longer have an excuse…
TEST IT!

58. Steve Martin
@CleverCubed
www.CleverCubed.com
steve@clevercubed.com
970-481-9682