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1. It’s about the destination,
not just the journey.
Why Content is as important as
Navigation and what you can do about it.
#uzwebinar

2. Quick Housekeeping
• Control panel on the side of your screen if you
have any comments during the presentation
• Time at the end for Q&A
• Today’s webinar will be recorded for future viewing
• All attendees will receive a copy of the
slides/recording
• Continue the discussion using #uzwebinar
Let’s make sure you’re all set up for the webinar!

3. Lee Cooper, VP of
Professional
Services EMEA at
UserZoom
Contents
1. Journey versus Destination
2. Navigation versus Content
3. UserZoom
4. Comprehension Metrics
5. An Example – Sky Help Videos
6. A Content Testing Framework
7. Conclusions
#uzwebinar
Rachel Parker,
UX Research
Manager at Sky

4. Journey versus Destination

5. “The journey, Not the destination matters…”
“It’s the not the Destination, It's the journey.”
Ralph Waldo Emerson
T.S. Eliot

6. Navigation versus Content

7. “It’s great when sites have good navigation. But too
often we see the user experience fail at the content
level: People can navigate to the content but don’t
understand it.”
Hoa Loranger (Nielsen Norman Group)

8. UserZoom enables UX agility
for the modern enterprise

9. Get the complete story behind your users’ experiences
Capture video and screen recordings of users as
they walk you through their experience with your
website or app.
User Videos
Automate the collection of data across large,
statistically significant representative populations
to measure the user experience.
UX Metrics

10. Over half of the F100’s leverage UserZoom

11. Comprehension Metrics

12. Metrics
5.5/7
Iberia
5/7
Lu.hansa
5/7
Bri3sh Airways
5/7
Air France
Ease of Use
C D D C
Iberia Lu.hansa Bri3sh Airways Air France
Satisfaction Metrics: SUS Grades
27
24
25
27
42
27
32
41
31
49
43
32
Promoters Passives Detractors
Iberia Overall Score -4
Lu.hansa Overall Score -25
Bri3sh Airways Overall Score -18
Air France Overall Score -5
Net Promoter ScoreComprehension Rates (%)
UX Benchmarking Dashboard give you a bird’s eye view of your UX health relative to your competitors.
Iberia Lu.hansa Bri3sh Airways Air France
95 113 134 121
Efficiency Metrics (seconds)
76
38
82 83
0
20
40
60
80
100
Iberia Lu.hansa Bri3sh
Airways
Air France
Effectiveness Metrics (%)
86
72
90 85
0
20
40
60
80
100
Iberia Lu.hansa Bri3sh
Airways
Air France

13. Poll Question
Do you currently test
comprehension?
#uzwebinar

14. The ability of a user to
correctly identify an item
among a set of alternatives.
Closed questions
The ability of a user to draw
the correct answer from
memory without any
prompting or cues.
Open questions
Recognition Recall Recounting
How a user summarizes
what they understand.
Open questions
The 3 R’s of Comprehension

15. An Example: Sky Help Videos

16. Europe’s leading entertainment
company.
Provides television and
broadband internet services,
fixed line and mobile telephone
services to consumers and
businesses.
Sky
£12.9bn
revenue
£1.5bn
operating profit
£964m
Statutory operating profit
22.5m
customers
31,000+
employees
5 countries
UK, Ireland, Germany
Austria, Italy
£13.6bn
Sky’s contribution to European GDP
216,800
total number of European jobs
supported by Sky

17. Sky’s History

18. Sky’s History

19. Sky bill not what you expected…
Account changes or usage
charges can make customers’
bills higher or lower than
expected.
This is often because of pro-rata
billing.
Could video help?
Sky Pro-rata Billing: Background

20. 1. Identify how & where Sky’s
online channels were causing
confusion.
2. Understand if video could
help.
Sky Pro-rata Billing: Objectives

21. 12 moderated lab sessions.
Recruited participants within 10
months service.
Sessions included:
• Bill not ready yet
• Bill not as expected
• Reaction to example video &
position
Sky Pro-rata Billing: Phase 1 Labs

22. Sky Pro-rata Billing: Phase 1 Labs
Call Drivers

23. Sky Pro-rata Billing: Phase 1 Labs
Call Drivers

24. Sky Pro-rata Billing: Phase 1 Labs
Call Drivers
Usability
Issues

25. Sky Pro-rata Billing: Phase 1 Labs
Call Drivers
Usability
Issues
Video:
Key position

26. Question: Is video helpful in
explaining pro-rata billing?
Metric: Comprehension Rate (%).
Approach: Recounting – Open
ended questions.
Stimulus: High fidelity content
concepts.
Sky Pro-rata Billing: Phase 2 Remote Unmoderated
Initial
questionnaire
Shown bills
Watch video
Comprehension &
Confidence
Final
questionnaire
Comprehension &
Confidence

27. Sky Pro-rata Billing: Results
12x More likely to
Understand
22% Confidence
Uplift
People were 12 times
more likely to be correct
after watching the video
than before watching it.
People were more
confident in their answer
after they watched the
video.
More people understood
the pro-rata billing after
watching the video than
before watching the
video.
35% Comprehension
Uplift

28. Poll Question
How do you primarily generate
insights?
#uzwebinar

29. A Content Testing Framework

30. 1. Questions 2. Metrics/Approach 3. Stimulus
A Content Testing Framework
How understandable is the
content?
Comprehension Rate (%) /
Closed/Open questions.
Content only, Low- and High-
fidelity Content Concepts.

31. 1. Questions 2. Metrics/Approach 3. Stimulus
A Content Testing Framework
How understandable is the
content?
Comprehension Rate (%) /
Closed/Open questions.
Content only, Low- and High-
fidelity Content Concepts.
How useful is the content? Usefulness Rating (1-5 Scale) /
Rating scale.
Content only, Low- and High-
fidelity Content Concepts.

32. 1. Questions 2. Metrics/Approach 3. Stimulus
A Content Testing Framework
How understandable is the
content?
Comprehension Rate (%) /
Closed/Open questions.
Content only, Low- and High-
fidelity Content Concepts.
How useful is the content? Usefulness Rating (1-5 Scale) /
Rating scale.
Content only, Low- and High-
fidelity Content Concepts.
How much does the content
influence?
Likelihood to Buy Rating (1-7
Scale) / Rating scale.
High-fidelity Content Concepts.

33. Conclusions

34. Understanding the impact of both is necessary to
optimise your KPIs.
Navigation and Content both matter.
Large scale, statistically robust studies help to eliminate
bias and produce conclusive answers.
Testing Content is no different to testing Navigation.

36. Poll Question
Would you like any more
information, on UserZoom, or
content research?
#uzwebinar

37. THANK YOU
Discover our upcoming webinars: userzoom.com/webinar
Questions? Please reach out to our webinar coordinators
UserZoom – Lee Cooper Sky – Rachel Parker