This document provides an agenda and overview for extracting and sharing insights from user experience research. It discusses tagging relevant events in test videos, evaluating problem priorities, and collating insights across tests. Extracting insights focuses on what users say and do. Events are understood in terms of problems, positives, or other observations. Example insights are provided on included services and fees. Next steps discussed are demonstrating the WhatUsersDo platform for analysis, recommendations reports, and other advanced reports. The platform helps prioritize issues and provides insights to drive decision-making.

1. #users1st
Extracting
and sharing insights

2. • Introduction
• Getting started with UX research
• How to extract and share insights
• 3 things to remember
• UX clinic (optional)
Agenda

3. • Mark relevant events in the test videos
• Evaluate the problem priority
• Collate similar problems across tests to have an
overall view
Tagging

4. Relevant event
• Extract insights from what users say
• …and mostly from what they do

5. Understand what each event tell us:
• if it’s a problem,
• if it’s a positive thing,
• or something else.
Evaluate problem
priority

6. • High level issues or conversion killers
• Medium level issues
• Low level issues
Problems

7. How does it work?

8. • When users say they like something in the interface (ee
usually don’t log when interfaces are simply working well:
that’s what they should all do)
• We log when users spontaneously suggest improvements
for the interface or the content
• Also any quotes from users that could be interesting for
the client
Positives,
suggestions etc.

9. Positives

10. Let’s give it a try

11. Compare with analyst
http://app.whatusersdo.com/qIPj

12. • Mark relevant events in the test videos
• Evaluate the problem priority
• Collate similar problems across tests to have an
overall view
Next steps

13. • WhatUsersDo Platform demo
• Recommendations Reports
• Other Advanced Reports
Working with analysis

14. WUD Platform

18. • Simple but powerful tool for drilling down into the insight
• Helps decision-making
• Easily accessible by everyone in your organisation
WUD Platform

19. Recommendations
Reports

20. Recommendations Report
Ryanair - Italy
November 5th, 2014

21. Ryanair - Recommendation Report
Issues and positive feedback
High 25 Medium 15 Low 8 Positive feedback 14
Overall performance. Distribution of issues and positive feedback:
Information
Architecture
Contents,
copywriting
Interaction
Design
Brand and
TrustT
Distribution of the 4 main issues: Positive feedback:
Contents,
copywritingT
NPS:
100%
For more info go to the detailed UX report.

22. Ryanair - Recommendation Report
Executive summary
1. Included services Users need a clearer understanding of
services that are included and services that
are not.
2. Per-day fees It should be more clear which fees are per-
day and which are per-flight or per-journey.
3. Wrong currency Prices should be always be displayed in
the country relevant currency.
4. Return tickets In the homepage it must be clearer how to
select a return ticket.
T
T

23. Ryanair - Recommendation Report
Recommendation
It must be easy for users to differentiate at a glance services
included in the total price and those that are not.
Users need this to make a knowledgeable choice and feel
comfortable about the process.
1. Included services
Not knowing what services are included in the booking makes
users unsecure about the process. They are uncertain of the final
price, and this is a conversion killer for 2 out of 5 users.
Also, some users were frustrated about the repeated offer of extra
services. This means that users are likely to switch to a competitor
that offers similar prices with a quicker checkout process.
Issue

24. Ryanair - Recommendation Report
Issue
1. Included services
These are extra services,
that honestly I’m not
interested in […] Another
extra service […] I don’t
need that…
Marco, 47
“
”
List of offered
services
Watch a sample clip:

25. Ryanair - Recommendation Report
Action
Make it clearer in every step of the booking process what is
included.
Possibly include an overview (i.e. a table or a chart) of the services
and possible extra options as a step of the booking process.
1. Included services
This will most likely increase conversions and customer
satisfaction by making users more confident and fast in taking
decisions.
This should also decrease the number of contacts to the customer
care due to unwanted services.
Anticipated result

26. • ‘Next Level’ after insights
• Identify top areas for improvement
• Achieve senior stakeholder buy-in
WUD Platform +
Recommendations
Reports

27. WUD Platform +
Advanced Reports
• Drives decision-making and prioritisation
• Quantifies some of the qual
• Ideal for Product Managers, Development Teams, Visual
Design, Content Marketing etc.