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Stakeholder Persuasion - How to quantify your gut feeling
This document discusses how to quantify user experience research findings to persuade stakeholders. It provides two case studies: 1) Validating a new website navigation structure using tree testing which found the new structure was 40% better. 2) Measuring expected success of a new concept for Philips' website by testing tasks, satisfaction and goals on prototypes which provided convincing results to support investment. The key takeaways are to use quantitative analyses in design to facilitate objective communication with stakeholders and identify issues before development.
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Stakeholder Persuasion - How to quantify your gut feeling
- 1. Stakeholder Persuasion How toquantify your gut feeling! Jacco Nieuwland & Martijn van Loon March 2013
- 2. Why change something that already works? http://upload.wikimedia.org/wikipedia/commons/a/ac/United_States_Federal_Reserve_Board%2C_1917.jpg
- 3.
- 4. Are we really surethis design is better?
- 5. researcher user research reports user tests requirements requirements user Product business design presentations designer
- 6. user flow efficiency mental researcher model ROI business talk; # and $ KPI UX talk / designer talk conversion looks better business user experience intuitive designer
- 7. researcher reports ?!? UX talk / designer talk business presentations designer
- 8. UX & business- different languages Need numbers to persuade stakeholders insights Collect data during design process
- 9. Martijn van Loon @martijn_vanloon Researcher Jacco Nieuwland @jnieuwland Designer
- 10. We are UserIntelligence an international User Experience consultancy, specialized in Research, Design & Strategy
- 11. researcher reports Business talk; # and $ UX talk / designer talk business presentations designer
- 12. Why change something that already works?
- 13. Existing website: WebTraffic Map
- 15. understand conceive design implement optimize web web analytics analytics Collect (new) data
- 16.
- 17.
- 18. Case 1 Validate newnavigation structure
- 19. The problem I can’t find the content user product
- 20. Is the new structure better? Can customers find products more easily?
- 21.
- 22. Current structure New structure
- 23. Tool: Treejack Task: e.g.Find mobile broad band (demo)
- 24. Results: Scores pertask Tool: Treejack
- 25. Is the new structure better? Can customers find products more easily?
- 26.
- 27. 40% higher success percentage Main results
- 28. Deeper analysis ofthe results Tool: Treejack
- 29. Quick comparison ofnavigation structures Redesign easily communicated with stakeholders Results Commitment to the new redesign during design and development.
- 30. Case study 2– Philips Measure expected success of new concept
- 31. Problem To which site do I have to go? user product(s)
- 32. Changes have high impacton back-end Is it worth the investment?
- 33.
- 34. Input: prototype ofthe website
- 35. Test setup Current site Proposed solution Prototype 115 pages 60 pages Journeys 5 journeys, 5 journeys, 80 tasks 56 tasks Respondents 800 respondents 600 respondents Completed tasks 2400 completed tasks 1800 completed tasks
- 36. Please buy aSensotouch 3D RQ1285/22. Please take note where you can buy this product (online via Philips.com, online via a third party, or in a physical shop via a retailer). Start task Tool: Userzoom Task: e.g. Buy a Sensotouch 3D Tool: Userzoom
- 37. Task: e.g. Buya Sensotouch 3D (demo) Tool: Userzoom
- 38. Questions (satisfaction, easeof use) Tool: Userzoom
- 39. Results per task Tool: Userzoom
- 40.
- 41. Changes have high impacton back-end Is it worth the investment?
- 42.
- 43. +nn% -nn% +nn% Goal completion Time to complete nn% increase nn% increase nn% decrease in satisfaction Main results
- 44.
- 45. Screenflows Tool: Userzoom
- 46. Screenflows Tool: Userzoom
- 47. Heatmaps Tool: Userzoom
- 48. Realistic comparison Convincing results to support an important business decision Results First improvements on the concept before development
- 49.
- 50. understand conceive design implement optimize web web analytics analytics Collect (new) data
- 51. Use quantitative analysesin the design phase Objective data facilitates communication with stakeholders takeaways Benchmark your design It also helps identify issues before development starts
- 52. Go and dothis for yourselves! takeaways
- 53. thank you! www.userintelligence.com @jnieuwland @martijn_vanloon #stakeholderpersuasion