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Intro to Lean UX with UserTesting
/Productschool @ProdSchool /ProductmanagementSF
Alexandra Michaelides, Ph.D.
- User Experience Researcher at UserTesting
- Former UER at FlyWheel Software - User Experience background
www.productschool.com
Intro to Lean UX with UserTesting
Intro to Lean UX with UserTesting Alexandra Michaelides, Ph.D.
What is user experience?
“User experience encompasses all aspects of the end-user’s interaction with the company, itsservices, and its products.” –Don Norman
UX isn’t a new concept
“When the point of contact between the product and the people becomes a point of friction, then the industrial designer has failed. On the other hand, if people are made safer, more comfortable, more eager to purchase, more efficient—or just plain happier—by contact with the product, then the designer has succeeded.”–Henry Dreyfuss, Designing for People, 1955
Increased customer acceptance and engagement•70% of projects fail due to lack of user acceptance. (Source: Forrester Research)
Increased revenue•Every $1 invested in UX returns up to $100. (Source: IBM)
Decreased costs•Fixing a problem after launch is up to 100x more expensive than fixing it during design and development. (Source: NASA)
Rule #1 of UX: You are NOT your user
Test early, test often. Be open to feedback.
Quantitative Qualitative Focus on numbers Focus on narrative
How many, how much Why, how
Large sample sizes Smaller sample sizes
Done to “prove a point” Done to “understand, discover”
Expensive, time-consuming Cheaper, faster
Objective Subjective
https://www.interaction-design.org/literature/article/5-ideas-to-help-bring-lean-ux-into-your-research
What is UserTesting?
We provide insights based on videos of your customers interacting with any brand, regardless of device or location.
If you can imagine it, we can probably test it.
“If you can imagine it, we can probably test it.”Test anything with our desktop and breakthrough mobile recorders
✓ From sketches, prototypes, and websites✓ To mobile apps, mobile websites, and even unreleased apps✓ To real-world experiences in-store and in-home, unboxing, and more
On-demand panel of target
audience
Multi-channel screen recording
technology
Reporting & collaboration
Full support services
You can test a design at any stage in the process• Rough concepts and low-fidelity prototypes• Clickable prototypes• High fidelity prototypes & live sites
Remote Unmoderated Research
Pros:Quick turn around timeRecruitment of testersNo researcher present/ honest feedback
Cons:Inability to ask follow up questions, prod tester for moreInability to clarify any confusionsInability to see full context/ environment
Starting a new study
Screenshot
Usability testing: What can you gather insights on?
Visual Design: how it looks
Information Architecture (IA): how it’s organized
Interaction Design (IxD): how it works
Content: what it says & how it sounds
Functionality: what it does
What can you “test” with UserTesting?
• How do participants “use” or “interact” with an experience?– Do they understand it?– Can they access it?– Can they use it?– Is it easy to use?– Do they enjoy using it?
What you shouldn’t “test” with UserTesting?
• Will participants use or adopt the experience in the future?• Would they buy it?• Do they “like” it?• Which one do they “like” better?
Before you launch a study, define objectives
• What exactly are you hoping to learn?
• Do you have broad or specific objectives?
Writing objectives
• UserTesting sessions should run approximately 15 minutes
• Suggestion of 1-3 objectives
• User fatigue
A note about sample size
It depends on your objective, but for a standard usability test, 5 participants per target audience will identify 85% of usability problems.
You can always add more if you need to!
And you should always start with just 1 user in a “pilot” study.
https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
Getting the right participants• Define the most important
characteristics of your target audience– Age? Income? Hobbies?
Profession?
• For basic usability tests, minimal screening is required
• Keep screener simple and clear
Tip: Avoid leading questions and yes/no answers
Bad❑ Do you prefer organic cotton sheets?
❑ Yes [Accept]❑ No
Good❑ What kind of sheets do you prefer?
❑ Organic cotton [Accept]❑ Cotton
❑ Sateen
❑ Synthetic
❑ Polyester
❑ Silk
❑ Jersey
❑ Other
Tip: Use multiple, separate questions
Bad❑ How often do you exercise on a treadmill?
❑ Less than 1 time a week❑ 1-2 times a week❑ 3+ times a week [Accept]
Good❑ How often do you exercise?
❑ Less than 1 time a week❑ 1-2 times a week❑ 3+ times a week [Accept]
❑ What kind of exercise do you do most often?❑ Yoga❑ Elliptical❑ Treadmill [Accept]❑ Free Weights❑ Other
Tip: Give participants an “out”
Bad❑ What is your marital status?
❑ Married [Accept]❑ Not married
Good❑ What is your marital status?
❑ Married [Accept]❑ Not married
❑ Other
❑ I prefer not to say
URL (where users start the test) & Intro
Consider broad & specific tasks• Broad tasks are great for:
• Understanding how testers think or behave
• Familiarizing testers with site• Gathering impressions
• Specific tasks are great for:• Tracking browser paths/ patterns• Evaluating particular pages, processes,
features• Identifying pain points at a particular
part of the process
Clarity is key• The longer your task/question is, the easier
it will be for the user to miss something• Keep tasks simple• Avoid listing multiple steps at once• Use URLs or bit.ly links to ensure users
evaluate the correct pages • Use instructive, active language
Be concise and clear
• Confusing questions = confusing answers
• Avoid using jargon like “PDP” or “callout”
• Emphasize important points
• Avoid repetition in task language
Getting honest feedback
• Be aware of areas where bias, discomfort, or privilege come into play.
• Make your testers feel comfortable
• Use balanced language. This allows you to receive more accurate and honest feedback
Beware of leading and bias
• Leading questions are phrased in a way that steers users in a particular direction
• Examples: • “How much better is the new version
than the original home page?”• “Was it hard to find the Preferences
page?”• “What would you improve about this
page?”
Using metrics
Using metrics
• When to use: • Written questions• Ratings scale• Multiple choice
• Make sure they are aligned with your objectives
• Use sparingly—beware of user fatigue
• Be specific
Rating scale questions
• Define endpoints (1 and 5)• Include both endpoint labels
in the body of question• Label 1 as the “pain” point
and 5 as the “positive” point• Don’t make the participant
rate multiple items in one question.
How poorly (1) or well (5) does this site explain its refund process? Please explain your rating out loud.
1 – Very poorly2345 – Very well
Post-Test Questionnaire
Note: Participants type their answers to these questions AFTER the recording stops.
Consider asking participants to describe current or previous behaviors. This can help you predict future behavior.
They aren’t required. (A simple “Thanks!” typed in the first field is fine.)
Default post-test questions
Test the test! Always.
Do tasks and questions make sense?Does the test follow the right “flow”?Do tasks contain jargon that particpiants don’t undersatnd?Do links work?
Don’t judge the tester.
• Remember you are testing the site
• If you have poor results, don’t blame the tester, change the test
Before starting your analysis
• Refresh yourself on the research objectives
• Get organized. What do you want to capture for each participants?– Success rate?– Time on task?– Satisfaction?– Errors?– Quotes?
Notes & clips in the UserTesting dashboard
Metrics view
Excel export
• Session Details• Demographics• Screener answers• System information• Study protocol
• Metrics• Links to jump straight to each
participant doing each task or question
• Time-on-task*• Answers to questions
• Sortable Clips & Annotations
Learn from your mistakes. Get better. Have fun.
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