Leveraging design research - UserTesting 10%2F4%2F16
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Leveraging design research - UserTesting 10%2F4%2F16
- 1. Shifting from usability to desirability Increasing team your research team leverage with UserTesting With a high level view of Hotwire Labs, I’ll illustrate the system we’ve used to tune our research to the highest value to our customers and the business. UserTesting adds a huge amount of horsepower to Hotwire Labs, so I’ll be sharing some of our methods. I’ll wrap up by sharing some of the other tools we have found very useful at Hotwire Design.
- 3. Roadmaps Research Roadmap Lead / Secondary researcher on projects Stakeholders: Requester, Product, UX, External Prioritization Quarterly prioritization Bi-weekly prioritization Prioritization rubric Prioritization rubric compliments the rubric used for adding tests
- 4. Design support Office hours Research kickoff Liaison roles Research archive #asklabs Customer Vines
- 5. Research formats Intake Research program Field Test Survey/Qualtrics Prototype dev User Testing.com Moderated Study Special Investigation Stakeholder interviews Process refinement Diary study User flow analysis Competitive analysis Workshop RITE SPRINT
- 6. Increasing team leverage with UserTesting
- 7. Usability benchmarking 📊 Kris Marich
- 9. Card sort 📊 Calvin Ly
- 12. Diary studies 📊 Jordan Berry
- 13. User vines
- 14. Cool tools on top of UserTesting Invision - robust prototyping made simple Sketch - bespoke product design tool Sympli - design handoff to devs Principle - prototyping with animations Slack - team collaboration and communication Mailchimp - email platform Instapage - landing page optimizer Optimalsort - card sort tool
Editor's Notes
- Adapted from the Peter Merholz Double Diamond Changing org expectations is hard Originally research was considered a usability tool only Increased the complexity and scope of projects as teams needed Workload shifted but perception and timeline often lagged Double Diamond helped people visualize the system
- We have developed a research process that allows us to impact stakeholders across the entire organization
- Five core use cases, measuring: Time on task Task success Perceived success Perceived difficulty Net Promoter Score (NPS) System Usability Scale (SUS) How do these measurements vary between customers and non-customers? Verticals run thru quarterly: Desktop Web Mobile Web iOS Android
- Testing concepts for new features Optimization usability assessment We will run more than 250 optimization tests in 2016 This helps increase the success rate of tests
- Using UserTesting for card sort gives you the perspective you need from your customers as they model your data
- (1) Observe and survey how participants naturally plan an upcoming trip (2) Gauge how participants compare, track and share information with their travel partner (3) Evaluate any pain points or usefulness of competitor sites Airbnb and Trivago
- Collect videos from all user tests, both on usertesting and in other formats Create and tag snippets related to dominant themes and product variations Share these on a site or wiki Useful for Executive stakeholders Product partners Design team Marketing / Brand