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UX Testing Igor Farafonow
the average failure rate in usability testing 22%
of ebusiness fail due to the lack of user acceptance 70%
of IT working time is a waste of time 50%
and that’s not only a startup issue…
How it was explained?
the reality…
the reality…
and it’s not only the history…
Check out navigation…
Check out navigation…
Check out navigation…
Check out navigation…
Check out navigation…
this is the user experience
this is the user experience
You’ve got to start with the customer experience and work back towards the technology – not the other way around.
Steve Jobs
What builds great UX that sells?
Behavior = Motivation * Ability * Trigger
Dr BJ Fogg Stanford University behaviormodel.org
Buying by beliefs
Buying decision is emotional decision
People buy our products because they believe the same values as us
Simon Sinek
So our goal is to create emotionally coherent experience at each touchpoint.
So our goal is to create emotionally coherent experience at each touchpoint.
So our goal is to create emotionally coherent experience at each touchpoint.
Ability grows with simplicity
The minimally satisfying solution at the lowest cost
Dr BJ Fogg Stanford University behaviormodel.org
The minimally satisfying solution at the lowest cost
≠ most elegant ≠ most ultimate
≠ most innovative
≠ most beautiful
Dr BJ Fogg Stanford University behaviormodel.org
Simplicity is the function of the scarcest resources at that moment.
physical effort
brain cycles
money time
social deviance
non routine
Dr BJ Fogg Stanford University behaviormodel.org
Simplicity depends on individual and context
Triggers
Dr BJ Fogg Stanford University behaviormodel.org
Benefit your context
So we know how to get people to use our products…
Motivate
Improve ability
Use triggers
The question is how?
How to get the right solution to the proper client?
The key to improving the user experience is understanding not only what our clients
do, but also why they do it.
needs aims
expectations
goals
motivation
attitude
habbits
feelings
approach
How are our clients interacting with our product or company?
How are our clients interacting with our product or company?
How to observe clients?
Ethnographic research Focus groups
IDIs Quantitative questionarries
Analytics methods
Normally starting from qualitative methods and finish at quantitative
What’s important when you make observations?
Find out what you want to find out
What’s important when you make observations?
Observe the real clients
What’s important when you make observations?
Ensure that your methods give you proper answers
What’s important when you make observations?
If something works with your competitor, doesn’t mean it will work with you.
There is a lot of variables that impact how
people interact with you or your competitors
What’s important when you make observations?
Don’t take it too personal. People don’t always
What’s important when you make observations?
Do it repeatidelly
UX Testing – let’s go lean!
UX Testing is
expensive
time consuming
100slides reports
UX Testing is
expensive
time consuming
100slides reports
≠ Lean
Principles in Lean UX Testing approach (rapid user testing)
Choose not the full complex tools, but those who answer your questions
Make it fast – don’t add variables to your study – less is more
….
Remember – the observation fact is not your aim. Observe until you really know your
client
