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Presentation on 4 approaches to UX by [email protected]. Follow us on Twitter: @wearesigma
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One size does not fit all: four approaches to User Experience
Leah RaperProgramme DirectorBrand Development
Justin DarleyUser ExperienceConsultant
What is User Experience (UX)?
“a person’s perceptions and responses that result from
the use or anticipated use of a product, system or service”
— ISO definition
Why does UX matter?
People need to see value in a site/app if you want them to use itA negative experience is lasting and hard to shake offSites/apps that are hard to use are ignoredYou don’t know your users as well as you think you do
You can help to ensure a positive UX through:ResearchTesting
Why UX is often avoided…
BUT there are a range of techniques you can use, not all of which are costly or difficult
expensiveexpensive time consuming
time consuming
complexcomplex
4 approaches to UX– Online surveys– Rapid prototyping and Joint Application Development (JAD)– Remote and guerrilla usability testing– Eye tracking
4 different projects– Citizens Advice service extranet– Citizens Advice corporate site– InterContinental Hotels Group (IHG) Green Engage web app– IHG Brand Central site
4 approaches, 4 projects…
Citizens Advice service extranetCard sortingPrototypingGuerrilla usability testing
Citizens Advice corporate siteExpert reviewEye tracking
IHG Green Engage web appOnline surveyTelephone interviews and workshops JAD sessionRapid prototypeUsability testing
IHG Brand Central site
"At last – everything a creative agency
could possibly need for each IHG brand,
in one place and always up to date –
genius!!!"
"At last – everything a creative agency
could possibly need for each IHG brand,
in one place and always up to date –
genius!!!"
"Brand Central has provided a quicker than average route
to market and excellent resource for our hotels…"
"Brand Central has provided a quicker than average route
to market and excellent resource for our hotels…"
"Brand Central houses everything
you need to know…"
"Brand Central houses everything
you need to know…"
IHG Brand Central siteQualitative feedback from face-to-faceworkshops and telephone interviewsQuantitative feedback from online surveyUser profiles for the main user types;corporate, hotel and third-party usersLab based and remote usability testing
A huge success!
Used in 105 countries and territories10,000 unique visitorsOver 205,800 page viewsAverage user spends over 6 minutes
Online surveys
Online surveys
Tools: Survey Monkey (free 10 questions, 100 responses / other plans)Good for:
– Larger datasets– Quantitative feedback
Tips:– Clear introductory email– Maximum of 15 minutes to complete– Aim for 80-100 responses (response rates vary)– Progress bar – Multiple choice questions– Good tips on the blog (blog.surveymonkey.com)– Use the data collected to feed into user profiles
Rapid prototyping and JAD
Rapid prototyping and JADTools: Axure (free trial / $589)Good for:
– User centred User Interface (UI) design– Highly visual– Rapid feedback– Requirements gathering– Provides a prototype for usability testing
Tips:– Minimum of 2 people to run the session– User, stakeholder and technical representatives– Maximum of 10 participants– Keep it as informal as possible– Break people into small groups– Make good use of post-its and whiteboards
Guerrilla usability testing
Guerrilla usability testingTools: Silverback (free trial / $69) and Freemind (free)Good for:
– Low cost usability testing– Quantitative feedback
Tips:– Introductory email– Any users are better than none but aim for two rounds: 10 per round– Aim for a good cross-section– Max 30-45 minutes to complete (around 5 tasks)– Create meaningful tasks – word tasks as instructions– Draft in a scribe– Think aloud and retrospective think aloud– Discussion guide – consistency is important
Remote usability testing
Remote usability testing
Tools: Adobe Connect (free trial / $55 month)Good for:
– Geographically distributed users– Qualitative feedback
Tips:– As for guerrilla, plus:– Create a set up guide– Try to keep sessions a bit shorter– Have several dry runs!– Use Adobe to record sound and visual
Eye tracking
Eye tracking
Tools: Tobii [Acuity ETS] (purchase or affordable lease)Good for:
– Detailed information on user behaviour
Tips:– Pay particular attention to set up– Use retrospective think aloud techniques– Take detailed notes– Create meaningful tasks– Recruit the right participants
Conclusions
Don’t underestimate the power of UX!There are a range of methods you can useDoesn’t have to be expensive, time consuming orcomplexCan be a great way to get user buy inSatisfied users means a successful project
Resources
SurveyMonkey (online surveys)Axure (rapid prototyping)Silverback (guerrilla testing)Freemind (mind-mapping)Adobe Connect (remote testing)Acuity (eye tracking)
To recap… Also of interest…
Card sorting (shaping navigation)Treejack (tree testing navigation)AbilityNet (accessibility testing)EpiServer (multivariate testing)Google Optimiser (conversion rates)
Slides available at http://www.slideshare.net/wearesigma
@WeAreSigma
Thank you! Any questions?
