Safety in numbers: A framework for benchmarking the user experience
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Transcript of Safety in numbers: A framework for benchmarking the user experience
Safety in Numbers: A framework for benchmarking the user experience
Jessica Cameron & Abi Reynolds
UX Scotland
Thursday, 8 June 2017
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I want others to see the value of what we are doing.
I want to see my results make a difference.
I want to see my results acted upon.
UX folk
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If you don’t know the value of what you are doing, there is no value.
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Gerry McGovernwww.customercarewords.com
More customer focused
A better user experience, easy and simple to use
Customer first
Put the customer at the core
Increase satisfaction
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1. Where we are now (benchmarking)
2. Where we want to get to (what does success look like in terms of UX)
3. How do we know if we got there (breaking success down into meaningful metrics related to UX)
4. Monitor changes and improvements
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Measurement plan
Measure
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UX Score
What works for us:• Goes beyond just usability and looks at other
useful attributes of the user experience • Can be compared and tracked over time
What doesn’t work as well for us:• Reduction to a single metric• One size fits all approach
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Google HEART Framework
What works for us:• Focus on using categories that suit goals• Process of mapping goals > signals > metrics
What doesn’t work as well for us:• Implicit reliance on large data sets• How can we improve?
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In our heads…
Specific requests
from clients
An objective, repeatable
process
Why aren’t more people booking
flights on mobile?
How can we make sure we’re offering a best-in-class retail
experience?
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Our method
A structured expert evaluation that assesses how well websites meet (or exceed) the norms and standards within an industry.
A snapshot of the state of UX amongst competitors.
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Identify key user journey
a. What is the user journey that is most relevant to meeting your goal?
b. What are the discrete steps in that journey?
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Select competitors
a. Consider the market (direct competitors)b. Consider the goal (aspirations)c. Research the state of user experience in the
industry (mobile, interfaces)
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Our method
A structured expert evaluation that assesses how well websites meet (or exceed) the norms and standards within an industry.
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Choosing metrics: step 1
Select UX factors These are the key steps in the user journey plus relevant UX elements and heuristics.
Good news: you have already identified the key steps in the user journey!
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Choose factors
a. Steps in the user journeyb. Relevant UX elements and heuristics
Which factors are most relevant to the site and to the goals?
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1. First impressions2. Find products (or information)3. Select products4. Configure products5. Get help and support6. Checkout 7. Post-order communications8. Delivery 9. Returns
Steps in the user journey
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1. Navigation / menus2. Search3. Clarity4. Readability5. Functionality 6. Visual appeal7. Confidence and trust8. Speed
UX elements
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Usability heuristics (Nielsen)
1. Visibility of system status2. Match between system and real world3. User control and freedom4. Consistency and standards5. Error prevention6. Recognition rather than recall7. Flexibility and efficiency of use8. Aesthetic and minimalist design9. Help users recognise, diagnose and recover from errors10. Help and documentation
www.nngroup.com/articles/ten-usability-heuristics/
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1. Aesthetics2. Anticipation3. Autonomy4. Colour5. Consistency6. Defaults7. Discoverability8. Efficiency of the User9. Explorable Interfaces10. Fitts' Law
11. Human-Interface Objects12. Latency Reduction13. Learnability14. Metaphors15. Protect Users' Work16. Readability17. Simplicity18. Track State19. Visible Interfaces
Principles of interaction design (Tognazzini)www.asktog.com/atc/principles-of-interaction-design/
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Choosing factors
Which UX factors are most relevant to achieving your goals?
What might you want to measure on• A government site, where the goal is to reduce the
number of incoming phone calls? • An airline app, where the goal is to increase mobile
bookings?
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Choosing factors
Government site:• Find information• Checkout*• Navigation and menus• Search• Readability• Match between system and real world• Aesthetic and minimalist design• Learnability
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Choosing factors
Airline app:• Select products (flights)• Checkout• Clarity• Visual appeal – aesthetics • Speed• Error prevention• Defaults• Learnability
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Choosing metrics: step 2
Select UX factors These are the key steps in the user journey plus relevant UX elements and heuristics.
Select metricsWe score each UX factor based on the presence or absence of our selected metrics
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UX Factor + Metrics
Checkout
Ease of passenger details
Range of payment options
Ease of payment Trust / security
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Our method
A structured expert evaluation that assesses how well websites meet (or exceed) the norms and standards within an industry.
Harmful -1
Absent 0
Present 1
Excellent 2
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CLIENT COMP 1 COMP 2 COMP 3 COMP 4 COMP 5
flight selection good poor good good fail good
navigation -1 0 -1 1 1 0
changes/error recovery 1 0 0 1 -1 1
comparing options - price 1 1 1 -1 1 1
comparing options - schedule 2 -1 1 0 -1 0
comparing options - sorting 0 -1 2 1 -1 1
clarity good good fail good poor poor
distinct steps 1 2 -1 -1 1 0
progress indicator 2 0 1 1 0 0
menus 1 1 -1 1 0 -1
clear icons -1 -1 -1 1 1 -1
size/readability 1 0 0 2 0 1
visual appeal good excellent good good poor excellent
design 1 2 1 1 0 1
branding 1 1 1 1 0 2
emotional appeal 0 2 2 1 0 2
consistency 2 0 1 -1 1 1
checkout poor fail* good poor good poor
ease of passenger details 0 1 1 0 1 0
range of payment options 2 2 -1 1 0 0
ease of payment 0 -1 1 1 1 1
trust/security 1 0 1 -1 1 -1
speed good good poor poor good good
number of steps 1 1 0 1 1 1
page load time 0 1 -1 -1 1 1
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Parting questions
What is the appropriate balance between 1/0 ratings and 2/-1 ratings? Objectivity vs. nuance…
What if you want to engage in repeated benchmarking?
What if the norms and standards change over time? What if the goals change?
How can you build this process into a measurement plan?