userneeds! @anous

user checks!

Presentation by Userneeds - Anouschka Scholten Rabobank CX day ‘Banking for Buttons’ - June 24, 2015

Get it RITE !

Snel naar een sterk verbeterd ontwerp

userneeds! @anous

userneeds! @anous

Getting to

empathy!A key function of usability testing

userneeds! @anous

Usability testing is about

observing behaviour Watch the user do what comes naturally,while performing a task (thinking aloud).

Don't help.Not asking about opinion.

userneeds! @anous

Emotionele klantbeleving

9+ organisatie

userneeds! @anous

Quantitative methods?

userneeds! @anous

Focus groups Surveys

Verify Remote

tracking

Usability testing

User driven

Marketdriven

userneeds! @anous

Usability ROI

•  Increased conversion rates – whatever the user goal is (purchase, download, troubleshooting etc), they can achieve it with ease

•  Increased productivity (for in-house apps and intranet sites)

•  Reduced need for help desk intervention

•  Reduced fall off rate at checkout (for eCommerce sites/apps)

userneeds! @anous

No usability testing

•  Customer dissatisfaction

•  Lose of potential income

•  Losing money on marketing

•  Higher development costs

•  Bad reputation

•  Staying behind the competition

userneeds! @anous

Usability Test traditional

1 round of testing"In a lab environment, eye tracking Moderator is a UX’er, designer indirectly involved""Process based

userneeds! @anous

Usablity test drawbacks

•  1 time, at end design process

•  An extensive report, little or no redesign

•  No retest

•  Not in user context

•  High costs: lab, eye tracking, special UX researcher

•  Schedule well in advance (at least 1 month)

userneeds! @anous

userneeds! @anous

Test and retest within 1 week In the users context, quick and easy set up Designer conducts the test Value based

User Checks Agile Usability Test

userneeds! @anous

2nd round 1st round

1 "Test

Objectives

2 "User goals

3 "Tasks

4 "User

checks

5 "Evaluate findings

6 "Redesign

7 "User

checks

8 "Evaluate findings

AgainorTo final design

User checks - Agile usability test cycle in 1 week

userneeds! @anous Rapid Iterative Testing Rabobank

userneeds! @anous

User Checks set up •  Test script with real tasks

•  Real target users as participants

•  Ideally conducted in context user on their own device

•  Record audio and screen capture

•  1 test moderator (UX designer preferably) 1 observer (captures the literal session; statements, answers to questions and behavior that occurs)btw. more observers are possible, but not too much and really on the background)

userneeds! @anous

Redesign Greenchoice.nl, project Angi Studio:"http://angistudio.com/cases/greenchoice.html

userneeds! @anous GGD Haaglanden project Angi Studio: http://angistudio.com/cases/ggd-haaglanden.html

userneeds! @anous Subsidie aanvraagsysteem Gemeente Den Haag, project Angi Studio: http://angistudio.com/cases/gemeentelijk-subsidie-loket.html

userneeds! @anous

Design new site ggdhaaglanden.nl User check with a doctor in his office

GGD Haaglanden project Angi Studio:" http://angistudio.com/cases/ggd-haaglanden.html

userneeds! @anous

“ Bij Meiden verwacht ik 14 tot 21...oh, ik denk dat ik toch wel in die doelgroep val als ik het zo lees ? “ “LINDA.Girls.. I expect this is for 14 till 21 year old… oh, reading this subscription I think it actually does fit me?”

Pop-up information about LINDA.meiden

Project Angi Studio: http://angistudio.com

Redesign LINDA subscription

userneeds! @anous

“Zo onder elkaar is duidelijk, je kunt er zo doorheen” “Very clear and easy to walk through this way, underneath each other”

Sub home Subscription with incentive - mobile

Lange lijst om te scrollen vormde geen enkel probleem Scrolling was no problem at all on mobile

2e round: de footer met menu, werd wel gebruikt Footer with next step was used

Navigeren met hoofdmenu gebeurde eerst ronde niet. Sticky menu bood ook geen oplossing Navigating via main menu on top wasn’t used, it was ignored, even with a sticky menu… dead end alert!

Project van Angi Studio: http://angistudio.com/

userneeds! @anous

User checks drawbacks

•  Too unexperienced, biased designer

•  Keeping in pace with development

•  With ‘high fidelity’ testing it demands velocity for retest with high multidisciplinary efforts: product owners, IxD, visual design and content

userneeds! @anous

Compared

Cost From 10.000 EUR From 5.000 EUR

Test participants 6-8 6

Who performs UX researcher/specialist + observer

Designer + observer

Where Lab In context user or meeting room

How often Once Twice or more

With 1 MVP/design 2 or more variations of MVP/design

Equipment Laptop/mobile, Eytracking, video

Laptop/mobile, audio- and screen capture

Plan At least 1 month upfront Recruit (target) users and conduct

You get Report, 1-2 weeks later Improvements in design and retest within 1 week

Tradit. usability tests User checks

userneeds! @anous

The findings, issues 5 Evaluate Findings

•  Collect Findings

•  Prioritize issues to be solved: prioritize from the business/user goals perspective, rate them

Do this with the whole team

userneeds! @anous

Design improvements 5 Evaluate

Findings

•  Improvements on every level, note down (labeling, content, categorization, visual assets, interaction, concept, flow, persuasion) > but keep the business/user goals perspective in mind (focus)!

•  Prioritize by Impact & Effort (matrix) or dot-voteChoose improvement(s) to be re-tested

Do this with the whole team

userneeds! @anous

Impact & Effort matrix Impact: creates high/low value for users effort: high/low effort in terms of time, knowledge, tools, people…

Source: http://www.innovationgames.com/impact-effort-matrix/

Do this with the whole team

incl. decision makers!

userneeds! @anous

Prepare to retest 6 "

Hypothesis and

improve

Improve the design

Set up the hypothesis (or more than one)

We believe that

[this statement is true (e.g adding social proof, better labeling, visual cues… will…)]

We will know we are right/wrong when we have the following result

[quantitative feedback; qualitative feedback; KPI;…}

userneeds! @anous

Nothing is more important than people. ...having that passion and drive and conviction that your product is genuinely going to make people’s lives better.

Ann Francke, CEO of the Chartered Management Institute

userneeds! @anous

powerful!agile usability testing with user checks

userneeds! @anous

What do you take along?!!

userneeds! @anous

Questions?!

userneeds! @anous

thank you!