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In this exclusive webinar, Deborah Torres, Sr. User Experience Researcher at Paypal, and UserZoom’s co-CEO, Alfonso de la Nuez, will discuss how you can scale back the time and resources it takes to do user research, while still providing valuable results.
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Webinar:How to Scale your UX Research
September 27th, 2012
Intros
Alfonso de la Nuez
Co-Founder & Co-CEO at
UserZoom
Twitter Hashtag #uzwebinar
Deborah Torres
Sr. UX Researcher
& Ops Manager at
Overview
SOS! How can I get all this work done?
How Remote Testing helps scale your UX research
Survey results: Cost of running Usability Testing
How PayPal meets UX research & design challenges
Q&A
In-house UX/CX Professionals: A growing community(including UX Designers, UX Researchers, CX Mgrs, etc.)
Demand for UX: Like never before
Measuringusability.com: The median number of UX/CX Pros has increased between 20% and 30% over the last two years
SOS! How can I get all this work done? Current challenges for UX Researchers
UX: Now strategic, value recognized by C-level execs
Demand for UX: Like never before
But… UX Research & Usability Testing, tend to be costly, time consuming
UXers at Corporations often struggle to meet demand
Today we will look at how software is used in UX research to scale their work, be lean, get more work done with
less
Examples of challenges UXers face
Being agile & efficient
(conducting cost-effective research)
Examples of challenges UXers face
Finding participants
(from different locations and getting them in the Lab)
Examples of challenges UXers face
Defining PERSONAS
“There is no shortcut to creating personas; they are an investment.
Strategic, forward-thinking organizations can build personas as a subset of other research, but when conducted properly as a standalone project, the investment in persona development is somewhere between $80,000 to $120,000.”
Kevin O’Connor is the President of User Insight
Source: UX Magazine: Personas: The Foundation of a Great User Experience, User Insight.
Examples of challenges UXers face
Re-defining IA
Current challenges for UX Researchers
Prototype Testing
(once again, there’s a need to be AGILE)
Current challenges for UX Researchers
International (or country-wide) Research
Qual + quant
(triangulation of data)
Source: Measuringusability.com
Examples of challenges UXers face
UX Benchmarking
(Running before and after studies, measuring UX)
How Remote Unmoderated Testing helps scale your UX research
Potential issues/challenges How Remote Unmoderated Testing & Online Research helps
Being agile & efficient • Cost of participants reduced by 80%• No moderation needed• Much of the analysis is automated
Finding participants • Plenty of Panel companies using high quality recruiting (Research Now, Survey Sampling Int’l, Toluna, etc)
Defining PERSONAS • True Intent Surveys help to find out who comes to your site and why they visit
Re-defining IA • Online Card Sorting, Tree Testing and Click Testing
Prototype Testing • Any HTML interface can be tested remotely, allows you to collect feedback in hours
International (or country-wide) Research
• Set up the study in local language, launch in different countries, manage from your office
Qual + quant (triangulation of data) • Task-based surveys help you quantify usability
UX Benchmarking • Conducting cost-effective ‘before and after’ studies and competitive UX research
Types of Remote Unmoderated Testing tools & solutions
Task-based surveys
Types of Remote Unmoderated Testing tools & solutions
IA Tools
Card Sorting Tree Testing Click Testing
Types of Remote Unmoderated Testing tools & solutions
Video Tools
In-lab Unmoderated Remote
Total time to conduct a study 3-6 weeks 1-2 weeks
Total in-session time 60 min 15-30 min
Total number of participants 5 - 14 60%: >5030%: >200
Total cost to conduct a study $10,000 - $19,000 Less than $1,000
Survey Results: Total N=65Date: August 2012 – September 2012
Survey results: Cost of running Usability Testing
Comparison: In-person vs Remote Unmoderated Usability Testing
Case Study: How PayPal meets UX research & design goals
Deborah Torres
Sr. UX Researcher
& Ops Manager at
Challenge #1: Delivering quality insights
Q2 2012 Fast FactsSource: www.paypal-media.com
113.2 million active accounts
21 localized websites
25 currencies
$4,281 transacted every second: Q2’12
$118 billion processed in 2011
So, we have to be confident in our results
Self-Reported
Observed
Qualitative Quantitative
Surveys Online (NPS, Brand Tracking)
Surveys (Intercepts)(e.g. Opinion Lab)
Customer Support Data
Online Quantitative Usability Research
Mental Model Card Sorting
BioMetrics
Eye Tracking
Focus Groups / Voices
Phone Interviews
Diary Study - Longitudinal
In-depth Interviews
A/ B Live testing
Data mining/ Analysis
Usability Testing
Field Visits
Framework graciously borrowed from Christian Rohrer
Self-Reported
Observed
Qualitative Quantitative
Surveys Online (NPS, Brand Tracking)
Surveys (Intercepts)(e.g. Opinion Lab)
Online Quantitative Usability Research
Focus Groups / Voices
Phone Interviews
Diary Study - Longitudinal
In-depth Interviews
A/ B Live testing
Data mining/ Analysis
Usability Testing
Field Visits
Framework graciously borrowed from Christian Rohrer
Mental Model Card Sorting
BioMetrics
Eye Tracking
Customer Support Data
Triangulation tells a complete story and increases credibility
(fast and cheap!)
Challenge #2: Execute with maximum efficiency
Limited budget
Quick turnaround
Limited resources
Small research team
Small team of 6 UX Researchers
Consider tools to maximize your efficiency
Case Study #1
“We need a usability test.”
Reduce CS contacts for account servicing
issues
Make it easier for users to update
account info
1. Identify top tasks
2.Understand mental model
3. Gather qualitative
feedback on new designs
Card SortTracker survey + web traffic
Usability Test
1. Identify top tasks
2.Understand mental model
3. Gather qualitative
feedback on new designs
Card SortTracker survey + web traffic
Usability Test
Sample Card Sort In-Lab Remote Unmoderated
Best for: Qualitative feedback Quantitative feedback
Sample size per segment 6 – 8 participants >100
Potential time spent
Potential cost $$$ $
1. Identify top tasks
2.Understand mental model
3. Gather qualitative
feedback on new designs
Card SortTracker survey + web traffic
Usability Test
Case Study #2
“We need a usability test.”
Improve discoverability and
findability on PayPal.com
Website IA
1. Understand mental model
globally
2. Gather qualitative
feedback on proposed IA
3. Compare current IA vs. proposed IA
Usability + Tree Testing
Card Sort Tree Testing
1. Understand mental model
globally
2. Gather qualitative
feedback on proposed IA
3. Compare current IA vs. proposed IA
Usability + Tree Testing
Card Sort Tree Testing
Triangulation tells a complete story and increases credibility
Consider tools to maximize your efficiency
Challenges
Deliver quality insights
Triangulate using multiple research methods
Instill confidence in results
Execute with maximum efficiency
With limited resources (time, budget, small team)
Across the globe
Q&A
Thanks so much for your time!
Check out our upcoming news and events at www.userzoom.com
Sunnyvale (USA)
440 N. Wolfe Rd. Sunnyvale,CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la Nuez
Barcelona (Spain)
Av. Diagonal 419 3º 2ª 08008 Barcelona Phone: +34 93 414 7554 Fax: +34 93 209 8380 Contact: Xavier Mestres
Cheshire (UK)
Booths Park. Chelford Road, Knutsford, Cheshire WA16 8GSPhone: + 44 (0)1565 759890Cell: + 44 (0)7900 472 920Contact: Arthur Moan