Snitker & Co.

Company Presentation andMethodology Overview

Prepared for NDS, January 2007

By senior usability specialist Thomas Visby Snitker thomas@snitker.com

+45 2347 4283www.snitker.com

Snitker & Co. offers independent research

The usability and user experience of;• websites (internet, intranet, extranet) and web

applications, • software, • devices, • hardware • and most other user interfaces

Focus;• Behavioral focus: CAN users use it? • Relevance and satisfaction focus: do users WANT

TO use it?• What does it take to make the most business

from the user interface?

Company Description

• Snitker & Co is based in Copenhagen, building on eight+ years of experience.

• Works with global clients such as;– Nokia, a key client with cross country research

projects, latest nokia.com/business and the NOLS extranet

– Maersk, Shell, Toyota, Masterfoods, GlaxoSmithCline, Carlsberg, Danske Bank, TDC, Royal Bank of Scotland, Lundbeck, Novo Nordisk, and Danisco.

• Networks to offer cross cultural usability research in;– Asia– South America– US– Europe

• Founder Thomas Visby Snitker is the author of ”Breaking Through to the Other Side – Using the user interface in web, interactive TV and mobile services”, published November 2004.

• Thomas Visby Snitker has a background in the Grey Global group as a senior usability consultant

Company Description

Methodology overview

General purpose: to give insight to optimise communication

Examples of work (in the following slides): 1. Concept testing of a website prototype2. Usability testing of a website3. Card sorting

Other services include:• Usability inspections and reviews.• Remote usability testing.• Cultural probes, personas, scenarios, diary studies,

focus groups, user workshops and field studies.• Usability classes and seminars.• Hosting of usability research in our usability labs in

Copenhagen.

Example One: Concept testing of a website prototype

Purpose:• To improve the website concept through discussing:• Will users from the target group use the website

prototype?• Do they understand and accept the concept?

Preferred methodology:• Group workshops.

Six to ten respondents in a group will talk about their preferences and past experiences in a usability lab. A moderator will conduct interviews and present prototypes or websites related to the prototype. Each workshop session does not exceed three hours and is video recorded.

Example Two: Usability testing of a website

Purpose:• To improve the website visual and functional design through

observing:• Can users use the website?• Are they able to solve their tasks – is it easy, fast, efficient?• Do they experience a coherent, appealing website, aligned

with other general and campaign specific marketing?

Preferred metodology:• One-on-one usability testing .

One respondent at a time will solve tasks on the website in a usability lab, thinking aloud about his experience as he goes along. A moderator will conduct pre- and post-test interviews and listen in. Each testing session does not exceed two hours and is video recorded.

Example Three: Card sorting

Purpose: • to improve the website information architecture through

better understanding of logical content groupings, nomenclature, etc

Preferred metodology:• Card sorting in small groups.

Two or three respondents at a time will sort paper cards that have been labeled with the names of significant documents or products from the website in a usability lab, discussing how the cards are grouped and how groups of cards should be named. A moderator will conduct pre- and post-test interviews and listen in on the discussions. Each sorting session does not exceed two and a half hours and is video recorded.

Methodology overview

Approach

• Snitker & Co will provide the full research related to the requests for proposal, including the management and execution of all the phases of the work, including;

• Design of research, coordination of objectives and question guide, selection of research venues and researchers, recruitment, incenting and management of respondents, execution and recording of sessions, evaluation and reporting.

Actual deliverablesPreparation of research:• Session plan drafts and interview guides drafts for client to

review.• Recruitment of the specified number of respondents and

extras as needed from the specified target groups.• Working materials such as questionnaires, screeners, etc

Actual research (e.g. Card sorting)• Execution of sessions each up to two and a half hours long.• Viewing of research for observers in desired regions.• Simultaneous translation into English of research in non-

English regions.

Results, Conclusions and Recommendations:• One final report covering the findings from all sessions

– Including key user quotations and recommendations through all venues.

– Report and transcripts be in English. • Voice conference presentation of results.• Video recordings are provided.

Key client: Nokia

Global user experience testing and research related to major online offerings and campaigns, such as; 

• Nokia Next (nokia.com/next)  • campaign websites, e.g. N7650, N7210, N3650 • Ngage.com presite and Ngage.com    • Nokia Game • NokiaforBusiness.com (see www.nokiaforbusiness.com)  • Nokia.com

– home page and services, e.g. Phone Finder Tool, product pages  • Nokia.com Government section (see www.nokia.com/government)  • Nokia.com Youth section (see www.nokia.com/entertainment)

All of which were comparative user research in at least two cultures.Most of the studies included research in multiple continents.