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@lily_dart lilydart.com
Lily Dart
Freelance user experience design & research
No excuses
user research
@lily_dart lilydart.com
No excuses user research
Most of us are plagued by
opinion-driven design
@lily_dart lilydart.com
No excuses user research
Design and development
based on subjective
opinion, not objective data
@lily_dart lilydart.com
No excuses user research
When we can’t agree, it’s
the highest paid opinion
who gets to break the tie
@lily_dart lilydart.com
No excuses user research
Forced to prioritise features based on internal
wants and pressures
Make design and language decisions based
on project-leader preferences
Become focused on delivery speed and
uptime over usability and product fit
@lily_dart lilydart.com
No excuses user research
Forced to prioritise features based on internal
wants and pressures
Make design and language decisions based
on project-leader preferences
Become focused on delivery speed and
uptime over usability and product fit
@lily_dart lilydart.com
No excuses user research
Forced to prioritise features based on internal
wants and pressures
Make design and language decisions based
on project-leader preferences
Become focused on delivery speed and
uptime over usability and product fit
@lily_dart lilydart.com
No excuses user research
Forced to prioritise features based on internal
wants and pressures
Make design and language decisions based
on project-leader preferences
Become focused on delivery speed and
uptime over usability and product fit
@lily_dart lilydart.com
No excuses user research
For most of us,
this sucks
@lily_dart lilydart.com
No excuses user research
To counter to subjective
opinions, we need
objective data
@lily_dart lilydart.com
No excuses user research
We just don’t have the time,
money or people to do
research.”
“
Excuse
@lily_dart lilydart.com
No excuses user research
We already have a site that
people use. Why do I need to
know more about those people?”
“
Excuse
@lily_dart lilydart.com
No excuses user research
We already know what our
users want.”“
Excuse
@lily_dart lilydart.com
No excuses user research
We don’t know enough
about the behaviour or
needs of our users
@lily_dart lilydart.com
No excuses user research
User research doesn’t have
to be time consuming,
expensive or difficult
@lily_dart lilydart.com
No excuses user research
User research doesn’t have
to be time consuming,
expensive or difficult
@lily_dart lilydart.com
No excuses user research
Method
Usability feedback through
complaints and bug reports
Method
@lily_dart lilydart.com
No excuses user research
Bug reports, where no
functional bug can be
identified, are a potential
source of user feedback.
@lily_dart lilydart.com
No excuses user research
The problem does not
exist between chair and
keyboard.
@lily_dart lilydart.com
No excuses user research
If you’ve handled ‘PEBCAK’
reports, then you’ve been
handling usability feedback.
@lily_dart lilydart.com
No excuses user research
Complaints are feedback
borne of frustration and
dissatisfaction. They often
reveal the best insights.
@lily_dart lilydart.com
No excuses user research
Identify potential usability issues in our
interfaces
Identify mis-matches in product features and
user expectation
Reduce the amount of non-functional bug
reports and complaints we receive
@lily_dart lilydart.com
No excuses user research
Identify potential usability issues in our
interfaces
Identify mis-matches in product features and
user expectation
Reduce the amount of non-functional bug
reports and complaints we receive
@lily_dart lilydart.com
No excuses user research
Identify potential usability issues in our
interfaces
Identify mis-matches in product features and
user expectation
Reduce the amount of non-functional bug
reports and complaints we receive
@lily_dart lilydart.com
No excuses user research
Record reports in a system that allows
tagging
Tag reports with appropriate labels; e.g.
“usability” and “login”
Check back regularly until you have enough
for analysis
@lily_dart lilydart.com
No excuses user research
Record reports in a system that allows
tagging
Tag reports with appropriate labels; e.g.
“usability” and “login”
Check back regularly until you have enough
for analysis
@lily_dart lilydart.com
No excuses user research
Record reports in a system that allows
tagging
Tag reports with appropriate labels; e.g.
“usability” and “login”
Check back regularly until you have enough
for analysis
@lily_dart lilydart.com
No excuses user research
I’ve just tried to make
a payment on my
credit card but the
debt is still showing
the same amount.”
“
Two days ago I paid
£300 off my credit
card, and the
payment still hasn’t
shown up. Has the
payment bounced?”
I tried to pay off my
credit card, the
money has left my
account, but isn’t
showing up on my
statement.”
“ “
#usability #card-statement #usability #card-statement #usability #card-statement
@lily_dart lilydart.com
No excuses user research
I have just moved
house and am trying
to update my address,
but the button
won’t work.”
“
Recently I changed
my surname after
getting married, but
can’t seem to make
the change on your
system.”
I want to update
my profile photo,
but the page won’t
save it.”
“ “
#usability #profile #usability #profile #usability #profile
@lily_dart lilydart.com
No excuses user research
I have just moved
house and am trying
to update my address,
but the button
won’t work.”
“
Recently I changed
my surname after
getting married, but
can’t seem to make
the change on your
system.”
I want to update
my profile photo,
but the page won’t
save it.”
“ “
#usability #profile #usability #profile #usability #profile
@lily_dart lilydart.com
No excuses user research
An individual bug report or complaint isn’t
enough to give us certainty of an issue
Not everyone has the time or motivation to
provide feedback or log bugs
Consider the size of your user base, ease of
reporting and the severity of the issue
@lily_dart lilydart.com
No excuses user research
An individual bug report or complaint isn’t
enough to give us certainty of an issue
Not everyone has the time or motivation to
provide feedback or log bugs
Consider the size of your user base, ease of
reporting and the severity of the issue
@lily_dart lilydart.com
No excuses user research
An individual bug report or complaint isn’t
enough to give us certainty of an issue
Not everyone has the time or motivation to
provide feedback or log bugs
Consider the size of your user base, ease of
reporting and the severity of the issue
@lily_dart lilydart.com
No excuses user research
An individual bug report or complaint isn’t
enough to give us certainty of an issue
Not everyone has the time or motivation to
provide feedback or log bugs
Consider the size of your user base, ease of
reporting and the severity of the issue
@lily_dart lilydart.com
No excuses user research
Users who report issues in
anger are unintentionally
doing you a favour.
@lily_dart lilydart.com
No excuses user research
Identify usability issues
Identify product misunderstandings
Reduce complaints and bug reports
Complaint and bug report analysis can help you to:
@lily_dart lilydart.com
No excuses user research
Identify usability issues
Identify product misunderstandings
Reduce complaints and bug reports
Complaint and bug report analysis can help you to:
@lily_dart lilydart.com
No excuses user research
Identify usability issues
Identify product misunderstandings
Reduce complaints and bug reports
Complaint and bug report analysis can help you to:
@lily_dart lilydart.com
No excuses user research
Complaint and bug report analysis
Dev time
None
Analysis time
30 mins +
@lily_dart lilydart.com
No excuses user research
Method
User feedback through
transaction audits
Method
@lily_dart lilydart.com
No excuses user research
A transaction audit allows us
to capture feedback from
users at the point of success,
or failure.
@lily_dart lilydart.com
No excuses user research
Transaction audits are usually
single questions or short
forms that we ask users to fill
in at the end of their journey.
@lily_dart lilydart.com
No excuses user research
@lily_dart lilydart.com
No excuses user research
@lily_dart lilydart.com
No excuses user research
Transaction audits give us on the spot
feedback about user interactions
They can tell us why a user was unsatisfied,
and give insight into improving our sites
They give users a simple route to feedback
when they may not otherwise be motivated
@lily_dart lilydart.com
No excuses user research
Transaction audits give us on the spot
feedback about user interactions
They can tell us why a user was unsatisfied,
and give insight into improving our sites
They give users a simple route to feedback
when they may not otherwise be motivated
@lily_dart lilydart.com
No excuses user research
Transaction audits give us on the spot
feedback about user interactions
They can tell us why a user was unsatisfied,
and give insight into improving our sites
They give users a simple route to feedback
when they may not otherwise be motivated
@lily_dart lilydart.com
No excuses user research
testtransaction.com
Did you find what you were looking for?
Yes No
@lily_dart lilydart.com
No excuses user research
Thanks for your feedback.
testtransaction.com
Did you find what you were looking for?
Yes No
@lily_dart lilydart.com
No excuses user research
Thanks for your feedback.
testtransaction.com
Did you find what you were looking for?
Yes No
If the user
answers yes,
submit the form.
@lily_dart lilydart.com
No excuses user research
testtransaction.com
Did you find what you were looking for?
Yes No
@lily_dart lilydart.com
No excuses user research
Did you find what you were looking for?
Yes No
What were you looking for?
Send
testtransaction.com
@lily_dart lilydart.com
No excuses user research
Did you find what you were looking for?
Yes No
What were you looking for?
Send
testtransaction.com
If the user
answers no,
submit the
response
immediately.
The text field
should be
optional. If a
user fills it out,
update their
response.
@lily_dart lilydart.com
No excuses user research
Thanks for your feedback.
testtransaction.com
We use all of the feedback we receive to improve the site.
@lily_dart lilydart.com
No excuses user research
How was your shopping experience today?
We’re sorry. What could we have improved?
Send
testtransaction.com
@lily_dart lilydart.com
No excuses user research
Keep questions as simple and straightforward
as possible to maximise responses
If a user completes a transaction regularly,
don’t keep asking them
Reserve audits for key user journeys, or keep
them discrete for content feedback
@lily_dart lilydart.com
No excuses user research
Keep questions as simple and straightforward
as possible to maximise responses
If a user completes a transaction regularly,
don’t keep asking them
Reserve audits for key user journeys, or keep
them discrete for content feedback
@lily_dart lilydart.com
No excuses user research
Keep questions as simple and straightforward
as possible to maximise responses
If a user completes a transaction regularly,
don’t keep asking them
Reserve audits for key user journeys, or keep
them discrete for content feedback
@lily_dart lilydart.com
No excuses user research
Keep questions as simple and straightforward
as possible to maximise responses
If a user completes a transaction regularly,
don’t keep asking them
Reserve audits for key user journeys, or keep
them discrete for content feedback
@lily_dart lilydart.com
No excuses user research
Keep questions as simple and straightforward
as possible to maximise responses
If a user completes a transaction regularly,
don’t keep asking them
Reserve audits for key user journeys, or keep
them discrete for content feedback
@lily_dart lilydart.com
No excuses user research
Audits can be created from scratch, or can be
embedded using an external survey tool
If you’re using a survey tool, the only additional
feature you’ll need is ‘branching’
Some tools also allow you to add a hidden field
to pass the URL of the page the form is on
@lily_dart lilydart.com
No excuses user research
Audits can be created from scratch, or can be
embedded using an external survey tool
If you’re using a survey tool, the only additional
feature you’ll need is ‘branching’
Some tools also allow you to add a hidden field
to pass the URL of the page the form is on
@lily_dart lilydart.com
No excuses user research
Audits can be created from scratch, or can be
embedded using an external survey tool
If you’re using a survey tool, the only additional
feature you’ll need is ‘branching’
Some tools also allow you to add a hidden field
to pass the URL of the page the form is on
@lily_dart lilydart.com
No excuses user research
So that transactions audits do
not become intrusive to users,
they must be optional.
@lily_dart lilydart.com
No excuses user research
Transaction audits are
not surveys.
@lily_dart lilydart.com
No excuses user research
Transaction audits are
not surveys.
@lily_dart lilydart.com
No excuses user research
They are satisfaction gauges,
or red flags for
underperforming transactions.
@lily_dart lilydart.com
No excuses user research
Transaction audits can help you to:
Gather feedback at the point of success or failure
Identify unsatisfactory transactions
Receive continuous user feedback
@lily_dart lilydart.com
No excuses user research
Gather feedback at the point of success or failure
Identify unsatisfactory transactions
Receive continuous user feedback
Transaction audits can help you to:
@lily_dart lilydart.com
No excuses user research
Gather feedback at the point of success or failure
Identify unsatisfactory transactions
Receive continuous user feedback
Transaction audits can help you to:
@lily_dart lilydart.com
No excuses user research
Transaction audits
Dev time
30 mins +
Analysis time
1 hr +
@lily_dart lilydart.com
No excuses user research
Method
Content and language
analysis through search logs
Method
@lily_dart lilydart.com
No excuses user research
Internal search logs are a
rich, often untapped, source
of insights about user
behaviour and needs.
@lily_dart lilydart.com
No excuses user research
Search log analysis
reveals the value of
“search returned no results”
@lily_dart lilydart.com
No excuses user research
Search logs can help us to identify content
missing from our site that users want or expect
They can reveal when we’re using different
language or categorisation than our users
They can give us an indication of how easy our
popular content is to find
@lily_dart lilydart.com
No excuses user research
Search logs can help us to identify content
missing from our site that users want or expect
They can reveal when we’re using different
language or categorisation than our users
They can give us an indication of how easy our
popular content is to find
@lily_dart lilydart.com
No excuses user research
Search logs can help us to identify content
missing from our site that users want or expect
They can reveal when we’re using different
language or categorisation than our users
They can give us an indication of how easy our
popular content is to find
@lily_dart lilydart.com
No excuses user research
Top search queries Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
On aliens4eva.com; a site
about alien races in
Science Fiction.
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
1. User language and
categorisation doesn’t
align with site content
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
2. Content that users are
searching for does not
exist on the site
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
@lily_dart lilydart.com
No excuses user research
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Top search queries
which don’t return
results
3. Misspelling means
some users can’t find
pages they are looking for
@lily_dart lilydart.com
No excuses user research
Top search queries
in the top 20 most
visited pages
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
@lily_dart lilydart.com
No excuses user research
Top search queries
in the top 20 most
visited pages
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
@lily_dart lilydart.com
No excuses user research
Losing traffic for popular content to other sites
in natural search
Some popular pages are harder to discover
through the site navigation
User interface promotes some content,
increasing the amount of page views
@lily_dart lilydart.com
No excuses user research
Losing traffic for popular content to other sites
in natural search
Some popular pages are harder to discover
through the site navigation
User interface promotes some content,
increasing the amount of page views
@lily_dart lilydart.com
No excuses user research
Losing traffic for popular content to other sites
in natural search
Some popular pages are harder to discover
through the site navigation
User interface promotes some content,
increasing the amount of page views
@lily_dart lilydart.com
No excuses user research
Top search queries
in the top 20 most
visited pages
Klingons
Daleks
The Doctor
Vulcans
A.I.
Borg
Cardassian
Ferengi
Hirogen
Romulan
Delvian
Time Lords
Jedi
Wookie
Bajoran
Robots
Kardashian
Peacekeepers
Weeping Angels
Ood
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
4. Navigational routes to
some popular content
may be convoluted
@lily_dart lilydart.com
No excuses user research
Search query
analysis results
User language and categorisation
doesn’t align with site content

Content that users are searching for
does not exist on the site

Misspelling means some users can’t
find pages they are looking for

Navigational routes to some popular
content may be convoluted
1
2
3
4
@lily_dart lilydart.com
No excuses user research
Consider the timeframe for analysis; do external
factors affect your traffic and search terms?
Consider the size of your user base when
deciding on depth of analysis
Test out top search terms in your search engine;
where do they appear in the list of results?
@lily_dart lilydart.com
No excuses user research
Consider the timeframe for analysis; do external
factors affect your traffic and search terms?
Consider the size of your user base when
deciding on depth of analysis
Test out top search terms in your search engine;
where do they appear in the list of results?
@lily_dart lilydart.com
No excuses user research
Consider the timeframe for analysis; do external
factors affect your traffic and search terms?
Consider the size of your user base when
deciding on depth of analysis
Test out top search terms in your search engine;
where do they appear in the list of results?
@lily_dart lilydart.com
No excuses user research
Search log analysis can help you to:
Identify missing or difficult to find content
Identify non-user friendly language or categorisation
Reveal poor information architecture
@lily_dart lilydart.com
No excuses user research
Search log analysis can help you to:
Identify missing or difficult to find content
Identify non-user friendly language or categorisation
Reveal poor information architecture
@lily_dart lilydart.com
No excuses user research
Search log analysis can help you to:
Identify missing or difficult to find content
Identify non-user friendly language or categorisation
Reveal poor information architecture
@lily_dart lilydart.com
No excuses user research
Search log analysis
Dev time
10 mins +
Analysis time
1 hr +
@lily_dart lilydart.com
No excuses user research
Identify usability issues and reduce usability
related bug reports and complaints
Gather continuous feedback on transaction
success and user satisfaction
Improve poor information architecture by
aligning it to user language and categorisation
@lily_dart lilydart.com
No excuses user research
Identify usability issues and reduce usability
related bug reports and complaints
Gather continuous feedback on transaction
success and user satisfaction
Improve poor information architecture by
aligning it to user language and categorisation
@lily_dart lilydart.com
No excuses user research
Identify usability issues and reduce usability
related bug reports and complaints
Gather continuous feedback on transaction
success and user satisfaction
Improve poor information architecture by
aligning it to user language and categorisation
@lily_dart lilydart.com
No excuses user research
Identify usability issues and reduce usability
related bug reports and complaints
Gather continuous feedback on transaction
success and user satisfaction
Improve poor information architecture by
aligning it to user language and categorisation
@lily_dart lilydart.com
No excuses user research
Using all of these methods on
a project would likely take
less than 8 hours a month.
@lily_dart lilydart.com
No excuses user research
Reduced uncertainty
Better outcomes
Less conflict
@lily_dart lilydart.com
No excuses user research
Reduced uncertainty
Better outcomes
Less conflict
@lily_dart lilydart.com
No excuses user research
Reduced uncertainty
Better outcomes
Less conflict
@lily_dart lilydart.com
No excuses user research
Reduced uncertainty
Better outcomes
Less conflict
@lily_dart lilydart.com
No excuses user research
User research is the cure
for opinion-driven design.
@lily_dart lilydart.com
Lily Dart
Freelance user experience design
& user research
Any questions?

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No excuses user research

  • 1. @lily_dart lilydart.com Lily Dart Freelance user experience design & research No excuses user research
  • 2. @lily_dart lilydart.com No excuses user research Most of us are plagued by opinion-driven design
  • 3. @lily_dart lilydart.com No excuses user research Design and development based on subjective opinion, not objective data
  • 4. @lily_dart lilydart.com No excuses user research When we can’t agree, it’s the highest paid opinion who gets to break the tie
  • 5. @lily_dart lilydart.com No excuses user research Forced to prioritise features based on internal wants and pressures Make design and language decisions based on project-leader preferences Become focused on delivery speed and uptime over usability and product fit
  • 6. @lily_dart lilydart.com No excuses user research Forced to prioritise features based on internal wants and pressures Make design and language decisions based on project-leader preferences Become focused on delivery speed and uptime over usability and product fit
  • 7. @lily_dart lilydart.com No excuses user research Forced to prioritise features based on internal wants and pressures Make design and language decisions based on project-leader preferences Become focused on delivery speed and uptime over usability and product fit
  • 8. @lily_dart lilydart.com No excuses user research Forced to prioritise features based on internal wants and pressures Make design and language decisions based on project-leader preferences Become focused on delivery speed and uptime over usability and product fit
  • 9. @lily_dart lilydart.com No excuses user research For most of us, this sucks
  • 10. @lily_dart lilydart.com No excuses user research To counter to subjective opinions, we need objective data
  • 11. @lily_dart lilydart.com No excuses user research We just don’t have the time, money or people to do research.” “ Excuse
  • 12. @lily_dart lilydart.com No excuses user research We already have a site that people use. Why do I need to know more about those people?” “ Excuse
  • 13. @lily_dart lilydart.com No excuses user research We already know what our users want.”“ Excuse
  • 14. @lily_dart lilydart.com No excuses user research We don’t know enough about the behaviour or needs of our users
  • 15. @lily_dart lilydart.com No excuses user research User research doesn’t have to be time consuming, expensive or difficult
  • 16. @lily_dart lilydart.com No excuses user research User research doesn’t have to be time consuming, expensive or difficult
  • 17. @lily_dart lilydart.com No excuses user research Method Usability feedback through complaints and bug reports Method
  • 18. @lily_dart lilydart.com No excuses user research Bug reports, where no functional bug can be identified, are a potential source of user feedback.
  • 19. @lily_dart lilydart.com No excuses user research The problem does not exist between chair and keyboard.
  • 20. @lily_dart lilydart.com No excuses user research If you’ve handled ‘PEBCAK’ reports, then you’ve been handling usability feedback.
  • 21. @lily_dart lilydart.com No excuses user research Complaints are feedback borne of frustration and dissatisfaction. They often reveal the best insights.
  • 22. @lily_dart lilydart.com No excuses user research Identify potential usability issues in our interfaces Identify mis-matches in product features and user expectation Reduce the amount of non-functional bug reports and complaints we receive
  • 23. @lily_dart lilydart.com No excuses user research Identify potential usability issues in our interfaces Identify mis-matches in product features and user expectation Reduce the amount of non-functional bug reports and complaints we receive
  • 24. @lily_dart lilydart.com No excuses user research Identify potential usability issues in our interfaces Identify mis-matches in product features and user expectation Reduce the amount of non-functional bug reports and complaints we receive
  • 25. @lily_dart lilydart.com No excuses user research Record reports in a system that allows tagging Tag reports with appropriate labels; e.g. “usability” and “login” Check back regularly until you have enough for analysis
  • 26. @lily_dart lilydart.com No excuses user research Record reports in a system that allows tagging Tag reports with appropriate labels; e.g. “usability” and “login” Check back regularly until you have enough for analysis
  • 27. @lily_dart lilydart.com No excuses user research Record reports in a system that allows tagging Tag reports with appropriate labels; e.g. “usability” and “login” Check back regularly until you have enough for analysis
  • 28. @lily_dart lilydart.com No excuses user research I’ve just tried to make a payment on my credit card but the debt is still showing the same amount.” “ Two days ago I paid £300 off my credit card, and the payment still hasn’t shown up. Has the payment bounced?” I tried to pay off my credit card, the money has left my account, but isn’t showing up on my statement.” “ “ #usability #card-statement #usability #card-statement #usability #card-statement
  • 29. @lily_dart lilydart.com No excuses user research I have just moved house and am trying to update my address, but the button won’t work.” “ Recently I changed my surname after getting married, but can’t seem to make the change on your system.” I want to update my profile photo, but the page won’t save it.” “ “ #usability #profile #usability #profile #usability #profile
  • 30. @lily_dart lilydart.com No excuses user research I have just moved house and am trying to update my address, but the button won’t work.” “ Recently I changed my surname after getting married, but can’t seem to make the change on your system.” I want to update my profile photo, but the page won’t save it.” “ “ #usability #profile #usability #profile #usability #profile
  • 31. @lily_dart lilydart.com No excuses user research An individual bug report or complaint isn’t enough to give us certainty of an issue Not everyone has the time or motivation to provide feedback or log bugs Consider the size of your user base, ease of reporting and the severity of the issue
  • 32. @lily_dart lilydart.com No excuses user research An individual bug report or complaint isn’t enough to give us certainty of an issue Not everyone has the time or motivation to provide feedback or log bugs Consider the size of your user base, ease of reporting and the severity of the issue
  • 33. @lily_dart lilydart.com No excuses user research An individual bug report or complaint isn’t enough to give us certainty of an issue Not everyone has the time or motivation to provide feedback or log bugs Consider the size of your user base, ease of reporting and the severity of the issue
  • 34. @lily_dart lilydart.com No excuses user research An individual bug report or complaint isn’t enough to give us certainty of an issue Not everyone has the time or motivation to provide feedback or log bugs Consider the size of your user base, ease of reporting and the severity of the issue
  • 35. @lily_dart lilydart.com No excuses user research Users who report issues in anger are unintentionally doing you a favour.
  • 36. @lily_dart lilydart.com No excuses user research Identify usability issues Identify product misunderstandings Reduce complaints and bug reports Complaint and bug report analysis can help you to:
  • 37. @lily_dart lilydart.com No excuses user research Identify usability issues Identify product misunderstandings Reduce complaints and bug reports Complaint and bug report analysis can help you to:
  • 38. @lily_dart lilydart.com No excuses user research Identify usability issues Identify product misunderstandings Reduce complaints and bug reports Complaint and bug report analysis can help you to:
  • 39. @lily_dart lilydart.com No excuses user research Complaint and bug report analysis Dev time None Analysis time 30 mins +
  • 40. @lily_dart lilydart.com No excuses user research Method User feedback through transaction audits Method
  • 41. @lily_dart lilydart.com No excuses user research A transaction audit allows us to capture feedback from users at the point of success, or failure.
  • 42. @lily_dart lilydart.com No excuses user research Transaction audits are usually single questions or short forms that we ask users to fill in at the end of their journey.
  • 45. @lily_dart lilydart.com No excuses user research Transaction audits give us on the spot feedback about user interactions They can tell us why a user was unsatisfied, and give insight into improving our sites They give users a simple route to feedback when they may not otherwise be motivated
  • 46. @lily_dart lilydart.com No excuses user research Transaction audits give us on the spot feedback about user interactions They can tell us why a user was unsatisfied, and give insight into improving our sites They give users a simple route to feedback when they may not otherwise be motivated
  • 47. @lily_dart lilydart.com No excuses user research Transaction audits give us on the spot feedback about user interactions They can tell us why a user was unsatisfied, and give insight into improving our sites They give users a simple route to feedback when they may not otherwise be motivated
  • 48. @lily_dart lilydart.com No excuses user research testtransaction.com Did you find what you were looking for? Yes No
  • 49. @lily_dart lilydart.com No excuses user research Thanks for your feedback. testtransaction.com Did you find what you were looking for? Yes No
  • 50. @lily_dart lilydart.com No excuses user research Thanks for your feedback. testtransaction.com Did you find what you were looking for? Yes No If the user answers yes, submit the form.
  • 51. @lily_dart lilydart.com No excuses user research testtransaction.com Did you find what you were looking for? Yes No
  • 52. @lily_dart lilydart.com No excuses user research Did you find what you were looking for? Yes No What were you looking for? Send testtransaction.com
  • 53. @lily_dart lilydart.com No excuses user research Did you find what you were looking for? Yes No What were you looking for? Send testtransaction.com If the user answers no, submit the response immediately. The text field should be optional. If a user fills it out, update their response.
  • 54. @lily_dart lilydart.com No excuses user research Thanks for your feedback. testtransaction.com We use all of the feedback we receive to improve the site.
  • 55. @lily_dart lilydart.com No excuses user research How was your shopping experience today? We’re sorry. What could we have improved? Send testtransaction.com
  • 56. @lily_dart lilydart.com No excuses user research Keep questions as simple and straightforward as possible to maximise responses If a user completes a transaction regularly, don’t keep asking them Reserve audits for key user journeys, or keep them discrete for content feedback
  • 57. @lily_dart lilydart.com No excuses user research Keep questions as simple and straightforward as possible to maximise responses If a user completes a transaction regularly, don’t keep asking them Reserve audits for key user journeys, or keep them discrete for content feedback
  • 58. @lily_dart lilydart.com No excuses user research Keep questions as simple and straightforward as possible to maximise responses If a user completes a transaction regularly, don’t keep asking them Reserve audits for key user journeys, or keep them discrete for content feedback
  • 59. @lily_dart lilydart.com No excuses user research Keep questions as simple and straightforward as possible to maximise responses If a user completes a transaction regularly, don’t keep asking them Reserve audits for key user journeys, or keep them discrete for content feedback
  • 60. @lily_dart lilydart.com No excuses user research Keep questions as simple and straightforward as possible to maximise responses If a user completes a transaction regularly, don’t keep asking them Reserve audits for key user journeys, or keep them discrete for content feedback
  • 61. @lily_dart lilydart.com No excuses user research Audits can be created from scratch, or can be embedded using an external survey tool If you’re using a survey tool, the only additional feature you’ll need is ‘branching’ Some tools also allow you to add a hidden field to pass the URL of the page the form is on
  • 62. @lily_dart lilydart.com No excuses user research Audits can be created from scratch, or can be embedded using an external survey tool If you’re using a survey tool, the only additional feature you’ll need is ‘branching’ Some tools also allow you to add a hidden field to pass the URL of the page the form is on
  • 63. @lily_dart lilydart.com No excuses user research Audits can be created from scratch, or can be embedded using an external survey tool If you’re using a survey tool, the only additional feature you’ll need is ‘branching’ Some tools also allow you to add a hidden field to pass the URL of the page the form is on
  • 64. @lily_dart lilydart.com No excuses user research So that transactions audits do not become intrusive to users, they must be optional.
  • 65. @lily_dart lilydart.com No excuses user research Transaction audits are not surveys.
  • 66. @lily_dart lilydart.com No excuses user research Transaction audits are not surveys.
  • 67. @lily_dart lilydart.com No excuses user research They are satisfaction gauges, or red flags for underperforming transactions.
  • 68. @lily_dart lilydart.com No excuses user research Transaction audits can help you to: Gather feedback at the point of success or failure Identify unsatisfactory transactions Receive continuous user feedback
  • 69. @lily_dart lilydart.com No excuses user research Gather feedback at the point of success or failure Identify unsatisfactory transactions Receive continuous user feedback Transaction audits can help you to:
  • 70. @lily_dart lilydart.com No excuses user research Gather feedback at the point of success or failure Identify unsatisfactory transactions Receive continuous user feedback Transaction audits can help you to:
  • 71. @lily_dart lilydart.com No excuses user research Transaction audits Dev time 30 mins + Analysis time 1 hr +
  • 72. @lily_dart lilydart.com No excuses user research Method Content and language analysis through search logs Method
  • 73. @lily_dart lilydart.com No excuses user research Internal search logs are a rich, often untapped, source of insights about user behaviour and needs.
  • 74. @lily_dart lilydart.com No excuses user research Search log analysis reveals the value of “search returned no results”
  • 75. @lily_dart lilydart.com No excuses user research Search logs can help us to identify content missing from our site that users want or expect They can reveal when we’re using different language or categorisation than our users They can give us an indication of how easy our popular content is to find
  • 76. @lily_dart lilydart.com No excuses user research Search logs can help us to identify content missing from our site that users want or expect They can reveal when we’re using different language or categorisation than our users They can give us an indication of how easy our popular content is to find
  • 77. @lily_dart lilydart.com No excuses user research Search logs can help us to identify content missing from our site that users want or expect They can reveal when we’re using different language or categorisation than our users They can give us an indication of how easy our popular content is to find
  • 78. @lily_dart lilydart.com No excuses user research Top search queries Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 On aliens4eva.com; a site about alien races in Science Fiction.
  • 79. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results
  • 80. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results
  • 81. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results
  • 82. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results
  • 83. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results
  • 84. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results 1. User language and categorisation doesn’t align with site content
  • 85. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results
  • 86. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results 2. Content that users are searching for does not exist on the site
  • 87. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results
  • 88. @lily_dart lilydart.com No excuses user research Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Top search queries which don’t return results 3. Misspelling means some users can’t find pages they are looking for
  • 89. @lily_dart lilydart.com No excuses user research Top search queries in the top 20 most visited pages Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
  • 90. @lily_dart lilydart.com No excuses user research Top search queries in the top 20 most visited pages Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
  • 91. @lily_dart lilydart.com No excuses user research Losing traffic for popular content to other sites in natural search Some popular pages are harder to discover through the site navigation User interface promotes some content, increasing the amount of page views
  • 92. @lily_dart lilydart.com No excuses user research Losing traffic for popular content to other sites in natural search Some popular pages are harder to discover through the site navigation User interface promotes some content, increasing the amount of page views
  • 93. @lily_dart lilydart.com No excuses user research Losing traffic for popular content to other sites in natural search Some popular pages are harder to discover through the site navigation User interface promotes some content, increasing the amount of page views
  • 94. @lily_dart lilydart.com No excuses user research Top search queries in the top 20 most visited pages Klingons Daleks The Doctor Vulcans A.I. Borg Cardassian Ferengi Hirogen Romulan Delvian Time Lords Jedi Wookie Bajoran Robots Kardashian Peacekeepers Weeping Angels Ood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 4. Navigational routes to some popular content may be convoluted
  • 95. @lily_dart lilydart.com No excuses user research Search query analysis results User language and categorisation doesn’t align with site content
 Content that users are searching for does not exist on the site
 Misspelling means some users can’t find pages they are looking for
 Navigational routes to some popular content may be convoluted 1 2 3 4
  • 96. @lily_dart lilydart.com No excuses user research Consider the timeframe for analysis; do external factors affect your traffic and search terms? Consider the size of your user base when deciding on depth of analysis Test out top search terms in your search engine; where do they appear in the list of results?
  • 97. @lily_dart lilydart.com No excuses user research Consider the timeframe for analysis; do external factors affect your traffic and search terms? Consider the size of your user base when deciding on depth of analysis Test out top search terms in your search engine; where do they appear in the list of results?
  • 98. @lily_dart lilydart.com No excuses user research Consider the timeframe for analysis; do external factors affect your traffic and search terms? Consider the size of your user base when deciding on depth of analysis Test out top search terms in your search engine; where do they appear in the list of results?
  • 99. @lily_dart lilydart.com No excuses user research Search log analysis can help you to: Identify missing or difficult to find content Identify non-user friendly language or categorisation Reveal poor information architecture
  • 100. @lily_dart lilydart.com No excuses user research Search log analysis can help you to: Identify missing or difficult to find content Identify non-user friendly language or categorisation Reveal poor information architecture
  • 101. @lily_dart lilydart.com No excuses user research Search log analysis can help you to: Identify missing or difficult to find content Identify non-user friendly language or categorisation Reveal poor information architecture
  • 102. @lily_dart lilydart.com No excuses user research Search log analysis Dev time 10 mins + Analysis time 1 hr +
  • 103. @lily_dart lilydart.com No excuses user research Identify usability issues and reduce usability related bug reports and complaints Gather continuous feedback on transaction success and user satisfaction Improve poor information architecture by aligning it to user language and categorisation
  • 104. @lily_dart lilydart.com No excuses user research Identify usability issues and reduce usability related bug reports and complaints Gather continuous feedback on transaction success and user satisfaction Improve poor information architecture by aligning it to user language and categorisation
  • 105. @lily_dart lilydart.com No excuses user research Identify usability issues and reduce usability related bug reports and complaints Gather continuous feedback on transaction success and user satisfaction Improve poor information architecture by aligning it to user language and categorisation
  • 106. @lily_dart lilydart.com No excuses user research Identify usability issues and reduce usability related bug reports and complaints Gather continuous feedback on transaction success and user satisfaction Improve poor information architecture by aligning it to user language and categorisation
  • 107. @lily_dart lilydart.com No excuses user research Using all of these methods on a project would likely take less than 8 hours a month.
  • 108. @lily_dart lilydart.com No excuses user research Reduced uncertainty Better outcomes Less conflict
  • 109. @lily_dart lilydart.com No excuses user research Reduced uncertainty Better outcomes Less conflict
  • 110. @lily_dart lilydart.com No excuses user research Reduced uncertainty Better outcomes Less conflict
  • 111. @lily_dart lilydart.com No excuses user research Reduced uncertainty Better outcomes Less conflict
  • 112. @lily_dart lilydart.com No excuses user research User research is the cure for opinion-driven design.
  • 113. @lily_dart lilydart.com Lily Dart Freelance user experience design & user research Any questions?