User Experience Mentoring (Ideabox Indonesia)

2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP
USER EXPERIENCE (UX)
IDEABOX/ 10 NOVEMBER 2014
BY SOMIA CUSTOMER EXPERIENCE
1

Hello! We would share with you today..
2
Risa
Bataknese
Lived in Denmark, now Jakarta
Bachelor in Economics and Anthro
Master in Product Design
Loves Food & Pattern
Aya
Javanese
Lived in Bali
Bachelor in Industrial Engineering
Loves Softball and Dog but doesn’t have
one.

Who’s SOMIA?
3
We are customer experience consultancy,
helping companies create experience that people
love.
RESEARCH STRATEGY DESIGN TESTING TRAINING
DIGITAL PRODUCT SPACE & SERVICE

How are you feeling today?
4

What we’ll share
Monday
• Introduction to UX
• UX Process
• Research
• Usability testing
• User Journey
• Homework
• Secret Word!
5
Wednesday
• Present finding
• Sketching and
Prototyping
• Iteration
Friday
• Reflection
(present)
• Q & A with Ketut
Sulistyawati

2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 6
What is User Experience (UX)?
Source: Flickr

What is User Experience (UX)
Every aspect of the user’s interaction with a
product, service, or company that make up the
user’s perceptions of the whole
Usability Professional Association
7

How a person feels when interacting
with…
8
Source: Flickr
DIGITA
L

Source: Flickr
Wikimedia
http://goo.gl/rJnUCP
PHYSICAL
PRODUCT
with…

Source: Flickr
http://goo.gl/ZaYjTq
FORMS
with…

Source: Flickr
http://melicacy.com/?p=7389
SERVICE
with…

Source: Pinterest
http://melicacy.com/?p=7389
Tip of iceberg..

WHY SHOULD WE CARE?
13

Good UX design = Saves Time &
Money

Good UX design = Good Business
The $300 million dollars button
15
What’s wrong?
“I’m not here to be in a relationship”
All they needed was to complete the
purchase.
First-time shoppers couldn’t remember if it was their first
time, becoming frustrated as their email / password
combination failed. Repeat customers weren’t happy either.
Most couldn’t remember email address / password they
used.
The solution?
They add a Continue button
Purchase up by 45%
For the first year, the site saw an
additional $300,000,000.

Good UX design = Reduce error rate
16Source: OCBC

Good UX design = Reduce
Frustration
17

What Makes Good UX?
18
Are our products useful?
Do they address the real user
needs?
Enjoyable
Usable
Useful
Are the products easy to use
without any confusion?
Are the products enjoyable and
evoke emotional desire?

What Influence UX?
19
USER
EXPERIENC
E
Content
Function
ality
Accessi-
bility
Usability
Visual
design
Find-
ability

Who is Responsible for UX?
User Experience (UX) is not the sole responsibility of the UX
Designer
• Project manager
• Creative / visual designer
• Interface developer
• Technical team
• Content owner
• Executives
• Customer service team
• ….?
20

UX DESIGN PROCESS
21

Holistic Approach to UX
22
Researc
h
Design
Behavior
Pain Point
UX
Process

PEOPLE
(desirability)
BUSINESS
(viability)
TECHNOLOGY
(feasibility)
EXPERIENCE
INNOVATION
23
Holistic Approach to UX

UX Design Process
DISCOVER DEFINE DESIGN DEVELOP
iterative

Empathy
Standing in your customer’s shoes
25
Source: Flickr

RESEARCH

True or False?

“Research : Expensive.”

False

“Research is a waste of time.”

False

“We are users. We know what our
users want/need”

False

“You need Phd degree to do
research.”

False

• Provides the ability to inform design
• Uncovers how users think and behave
• Validates assumptions and remove bias
• Shows the difference between intention and reality
• Provides direction and data instead of opinion and
speculation
• Build Empathy
Why Research?

• Man on the street
• Burrito Lunch
• Design the Box
• Crowd Sourcing
• Rapid Iterative ProtoSketching (RIPS)
• User / Browser Role Playing
• A:B Testing
• Unmoderated Testing
• Simple Usability Testing
• Empathy Maps
Guerrilla Research Method

Simple Usability Testing
38

“If you want to know whether your software.. is
easy enough to use, watch some people while
they try to use it and note where they run into
trouble. Then fix it, and test it again.”
Author, “Don’t Make Me Think” and “Rocket Surgery Made Easy”
39

Why Run A Usability Testing?
40
You ≠
User

41
You ≠
User• Know a lot about the
product/services
• Passionate about what you
offer
• Familiar or have knowledge
about the product
• Know little or nothing
about your product
• Just want to get things
done
• May use the product for
the 1t time and have no
ideas how the work

42
You ≠
User
A B
?
A B
Sometimes you believe you know how the user would tap and swipe but in reality
actual user may take unexpected path to find what are they looking for.

43
• Reduce Costs
• Improve Effectiveness
• Increase Revenue
*Source:
IEEE (Institute of Electrical and Electronics Engineers)
http://spectrum.ieee.org/computing/software/why-software-fails/
The cost of fixing
an error can be
100 times as high
as it would have
been during the
development
stage*

How we do it
44
scenario
Prepare
what you
want to
test
recruit Run the
test
analyze

A volunteer, please…

1. Create Scenario
• Identify key tasks that users might use the product / service for
and convert them into scenarios
• Avoid using direct names or interface related, as participants will
just scan the screen for the word
• Choosing tasks:
– appropriate scope – not tiny, but finite and manageable
– have a limited and predictable set of possible solutions, not too open-
ended
46

Example
• Scenario:
– “You have bought a flight ticket for tomorrow, but you now need to change
the flight date to next week. Please find how you would do this”
• Compare it with:
– “Please login and manage your flight booking”
47

2. Prepare what you want to test
48Source: Amberlight.
What can you test?
Paper
Prototype
Digital
Prototype
Launched
Product

What can you test?
• Low-fidelity – paper prototype
– Using sketches on paper
– Quick and inexpensive
– Allow you to iterate early and often
– But it may give you different results once visual design elements are
added
• High-fidelity
– Using clickable HTML prototype
– Close to the finished product / application
– Design changes are more expensive and takes longer to redo compared
to low-fidelity prototype
• End / finished product
49

3. Recruit
• Who to recruit?
– In general, you can use the same recruitment criteria used for user
interviews
• How many participants?
– Depend on the purpose of your study as well as your resources and
timeline
– 5 participants per target group will usually uncover most usability problems
– If you care about statistical confidence, you will need 20 participants or
more
50

“The best results come from testing no more
than 5 users and running as many small
tests as you can afford.”
Jakob Nielsen
Principal, Nielsen Norman Group
51

4. Run the test
• No longer than 2 hours
After 2 hours, your participants will feel tired and fatigue, and you will get poor
results
• Where?
– User’s natural environment
• But think how you are going to record the session
– Usability lab at neutral location
• If possible, avoid conducting at the company’s office as it may introduce bias
– Remote usability testing
• Using Skype / teleconference with screen sharing
• Recording: screen recording, facial expression
52

Usability Lab
One way mirror in a
typical usability lab

4. Run the test
Before the test
• Brief introduction of what the study is about
• Get their consent (important, especially if you are doing
recording)
• Remind them that we are not testing their performance. There is
no right or wrong.
• Ask introductory questions
54

Intro…
55

4. Run the test
During the test
• Give the task. Ask them to perform task and to think aloud.
Observe.
• At the end of the task, ask them to fill up subjective ratings and
ask their experience in performing the task
• Give the next task and repeat the process
After the test
• Ask follow up questions
• Thank the participants and give remuneration
56

Do
• Do test the site not the participants
• Do note participant’s success in completing each task
• Do ask open-ended follow up questions. Why and how?
• Do compensate participants
57
Don’t
• Don’t give participants tasks that can not be completed
• Don’t guide participants
• Don’t answer questions until the end
• Don’t take it personally

Things to Remember
• Encourage, but don’t tell them how to do
– Sometimes the participants will ask you for solutions. You maybe tempted
to give hint. Don’t!
• Probe when necessary
– When the participants stop to ‘think-aloud’, probe “what are you thinking
now?”, “What are you doing now?”
• Observe for non-verbal cues
– Facial expression, sigh, tapping fingers,…
58

5. Analyze
• List the usability issues that you observe
• Identify severity of issues
• Prioritize issues
• Come up with ideas to solve the issues
59

Determining Severity
• Depends on:
– Frequency – how often it occurs?
– Impact – will it be easy or difficult to overcome?
– Persistence – is it a one-time problem or will they be repeatedly bothered
by the problem?
• Severity level:
1 = Cosmetic problem only: need not be fixed unless extra time is available
2 = Minor usability problem: fixing this should be given low priority
3 = Major usability problem: important to fix, so should be given high priority
4 = Usability catastrophe: imperative to fix this before product can be released
60

EXERCISE
Use your prototype to conduct usability testing
1. Create scenario
2. Prepare the prototype to test
3. Recruit
4. Run the test
5. Analyze
15 MINUTES
61

User Journey

Remember
1. Empathy
2. Ask open ended question Why and
How?
3. Show, don’t tell
4. Get user feedback & iterate
63

HOMEWORK
64
Run usability testing on your product
and present the findings on Wednesday.
You can do more than one research
method.

• Man on the street
• Burrito Lunch
• Design the Box
• Mobile testing
• Rapid Iterative ProtoSketching (RIPS)
• Role Playing
• A:B Testing
• Unmoderated Testing
• Simple Usability Testing
• Empathy Maps
Guerrilla Research Method

Man on the
Street
Simply just going
out and asking
people, note trends.
Source: Flickr

Burrit
o
Lunch
/
Coffee
Shop
• Send out an email, if
you fit a profile,
come do this, and
we’ll give you lunch
• Chocolate snacks
are a helpful way to
get people to fill out
surveys
Source: Flickr

Design the Box
Get people together, some
Sharpies, paper, ask people to
design the box the product, tool,
service would come in. Source
http://www.slideshare.net/runger

Mobile Testing
Testing Iphone Apps
using DIY webcam
testing tools.

Rapid Iterative
Protosketching (RIPS)
Make 6 concepts/designs. Test with
user. Revise. Cut one out. Test
again. Down to one. Revise. Final
design.
Source: Flickr

Source: Flickr
Role Playing Testing
The acting out or performance of a
particular role. Take notes

A/B Testing
Form of statistical hypothesis testing
with two variants leading to the technical
term, Two-sample hypothesis testing,Source
Kissmetrics

Source
http://gettingbetterbydesign.com/
Empathy Maps
Empathy maps emerged out of the
web design user experience world in
its attempt to empathize with users.

Unmoderated
Testing
Usability testing
with app.

Next.
What is Secret Tips?

Just Do it!

RESOURCES

More Resources
• A Project Guide to UX Design: For user experience designers in the field or in the making - Russ
Unger & Carolyn Chandler
• Undercover User Experience Design - Cennydd Bowles and James Box
• About Face 3: The Essentials of Interaction Design - Alan Cooper
• Designing for the Digital Age: How to Create Human-Centered Products and Services - Kim
Goodwin
• Rocket Surgery Made Easy: The Do-it Yourself Guide to Finding and Fixing Usability Problems –
Steve Krug
• Observing the User Experience: A Practitioner’s Guide to User Research - Mike Kuniavsky
• Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests – Jeffrey Rubin,
Dana Chisnell & Jared Spool
• Sketching User Experiences: Getting the Design Right and the Right Design - Bill Buxton
• The Design of Everyday Things - Donald A. Norman
• Don’t Make Me Think: A Common Sense Approach to Web Usability - Steve Krug
• A Practical Guide to Information Architecture - Donna Spencer
• Information Architecture for the World Wide Web: Designing Large-Scale Web Sites - Peter
Morville & Louis Rosenfeld
78

More Resources
• Customer Experience cookbook (www.cxcookbook.com)
• Boxes and Arrows (www.boxesandarrows.com)
• Smashing Magazine (www.smashingmagazine.com)
• UX Booth (www.uxbooth.com)
• UX Mag (www.uxmag.com)
• UX Matters (www.uxmatters.com)
• UX Movement (www.uxmovement.com)
• A List Apart (www.alistapart.com)
• Konigi (www.konigi.com)
• Luke W (www.lukew.com)
• Useit by Jakob Nielson (www.useit.com)
• Pleasure & Pain by Whitney Hess (http://whitneyhess.com/blog/)
• Johnny Holland (http://johnnyholland.org/)
• Adaptive Path’s ideas (http://adaptivepath.com/ideas)
• Cooper’s journal (http://www.cooper.com/journal/)
• 52 weeks of UX by Joshua Porter (http://52weeksofux.com/)
• User Interface Engineering founded by Jared Spool (http://www.uie.com/articles/)
79

Thank you
Somia Customer Experience
www.somiacx.com
Twitter: @somiacx
Facebook: somiacx
80

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