User Experience Mentoring (Ideabox Indonesia)

2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP

USER EXPERIENCE (UX)

IDEABOX/ 10 NOVEMBER 2014

BY SOMIA CUSTOMER EXPERIENCE

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Hello! We would share with you today..

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Risa

Bataknese

Lived in Denmark, now Jakarta

Bachelor in Economics and Anthro

Master in Product Design

Loves Food & Pattern

Aya

Javanese

Lived in Bali

Bachelor in Industrial Engineering

Loves Softball and Dog but doesn’t have

one.


Who’s SOMIA?

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We are customer experience consultancy,

helping companies create experience that people

love.

RESEARCH STRATEGY DESIGN TESTING TRAINING

DIGITAL PRODUCT SPACE & SERVICE


How are you feeling today?

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What we’ll share

Monday

• Introduction to UX

• UX Process

• Research

• Usability testing

• User Journey

• Homework

• Secret Word!

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Wednesday

• Present finding

• Sketching and

Prototyping

• Iteration

Friday

• Reflection

(present)

• Q & A with Ketut

Sulistyawati

2014 SOMIA CUSTOMER EXPERIENCE | UX WORKSHOP 6

What is User Experience (UX)?

Source: Flickr


What is User Experience (UX)

Every aspect of the user’s interaction with a

product, service, or company that make up the

user’s perceptions of the whole

Usability Professional Association

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How a person feels when interacting

with…

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Source: Flickr

DIGITA

L


Source: Flickr

Wikimedia

http://goo.gl/rJnUCP

PHYSICAL

PRODUCT


with…


Source: Flickr

http://goo.gl/ZaYjTq

FORMS


with…


Source: Flickr

http://melicacy.com/?p=7389

SERVICE


with…


Source: Pinterest

http://melicacy.com/?p=7389

Tip of iceberg..


WHY SHOULD WE CARE?

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Good UX design = Saves Time &

Money


Good UX design = Good Business

The $300 million dollars button

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What’s wrong?

“I’m not here to be in a relationship”

All they needed was to complete the

purchase.

First-time shoppers couldn’t remember if it was their first

time, becoming frustrated as their email / password

combination failed. Repeat customers weren’t happy either.

Most couldn’t remember email address / password they

used.

The solution?

They add a Continue button

Purchase up by 45%

For the first year, the site saw an

additional $300,000,000.


Good UX design = Reduce error rate

16Source: OCBC

presentation


Good UX design = Reduce

Frustration

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What Makes Good UX?

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Are our products useful?

Do they address the real user

needs?

Enjoyable

Usable

Useful

Are the products easy to use

without any confusion?

Are the products enjoyable and

evoke emotional desire?


What Influence UX?

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USER EXPERIENC

E

Content

Functionality

Accessi-bility

Usability

Visual design

Find-ability


Who is Responsible for UX?

User Experience (UX) is not the sole responsibility of the UX

Designer

• Project manager

• Creative / visual designer

• Interface developer

• Technical team

• Content owner

• Executives

• Customer service team

• ….?

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UX DESIGN PROCESS

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Holistic Approach to UX

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Researc

hDesign

Behavior

Pain Point

UX

Process


PEOPLE

(desirability)

BUSINESS

(viability)

TECHNOLOGY

(feasibility)

EXPERIENCE

INNOVATION

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Holistic Approach to UX


UX Design Process

DISCOVER DEFINE DESIGN DEVELOP

iterative


Empathy

Standing in your customer’s shoes

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Source: Flickr


RESEARCH


True or False?


“Research : Expensive.”


False


“Research is a waste of time.”


False


“We are users. We know what our

users want/need”


False


“You need Phd degree to do

research.”


False


• Provides the ability to inform design

• Uncovers how users think and behave

• Validates assumptions and remove bias

• Shows the difference between intention and reality

• Provides direction and data instead of opinion and

speculation

• Build Empathy

Why Research?


• Man on the street

• Burrito Lunch

• Design the Box

• Crowd Sourcing

• Rapid Iterative ProtoSketching (RIPS)

• User / Browser Role Playing

• A:B Testing

• Unmoderated Testing

• Simple Usability Testing

• Empathy Maps

Guerrilla Research Method


Simple Usability Testing

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“If you want to know whether your software.. is

easy enough to use, watch some people while

they try to use it and note where they run into

trouble. Then fix it, and test it again.”

Author, “Don’t Make Me Think” and “Rocket Surgery Made Easy”

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Why Run A Usability Testing?

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You ≠

User



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You ≠

User• Know a lot about the

product/services

• Passionate about what you

offer

• Familiar or have knowledge

about the product

• Know little or nothing

about your product

• Just want to get things

done

• May use the product for

the 1t time and have no

ideas how the work



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You ≠

User

A B

?

A B

Sometimes you believe you know how the user would tap and swipe but in reality

actual user may take unexpected path to find what are they looking for.



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• Reduce Costs

• Improve Effectiveness

• Increase Revenue

*Source:

IEEE (Institute of Electrical and Electronics Engineers)

http://spectrum.ieee.org/computing/software/why-software-fails/

The cost of fixing

an error can be

100 times as high

as it would have

been during the

development

stage*

http://spectrum.ieee.org/computing/software/why-software-fails/


How we do it

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scenario

Prepare

what you

want to

test

recruit Run the

testanalyze


A volunteer, please…


1. Create Scenario

• Identify key tasks that users might use the product / service for

and convert them into scenarios

• Avoid using direct names or interface related, as participants will

just scan the screen for the word

• Choosing tasks:

– appropriate scope – not tiny, but finite and manageable

– have a limited and predictable set of possible solutions, not too open-

ended

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Example

• Scenario:

– “You have bought a flight ticket for tomorrow, but you now need to change

the flight date to next week. Please find how you would do this”

• Compare it with:

– “Please login and manage your flight booking”

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2. Prepare what you want to test

48Source: Amberlight.

What can you test?

Paper

Prototype

Digital

Prototype

Launched

Product


What can you test?

• Low-fidelity – paper prototype– Using sketches on paper

– Quick and inexpensive

– Allow you to iterate early and often

– But it may give you different results once visual design elements are added

• High-fidelity – Using clickable HTML prototype

– Close to the finished product / application

– Design changes are more expensive and takes longer to redo compared to low-fidelity prototype

• End / finished product

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3. Recruit

• Who to recruit?

– In general, you can use the same recruitment criteria used for user

interviews

• How many participants?

– Depend on the purpose of your study as well as your resources and

timeline

– 5 participants per target group will usually uncover most usability problems

– If you care about statistical confidence, you will need 20 participants or

more

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“The best results come from testing no more

than 5 users and running as many small

tests as you can afford.”

Jakob Nielsen

Principal, Nielsen Norman Group

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4. Run the test

• No longer than 2 hours

After 2 hours, your participants will feel tired and fatigue, and you will get poor results

• Where?– User’s natural environment

• But think how you are going to record the session

– Usability lab at neutral location

• If possible, avoid conducting at the company’s office as it may introduce bias

– Remote usability testing

• Using Skype / teleconference with screen sharing

• Recording: screen recording, facial expression

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Usability Lab

One way mirror in a

typical usability lab


4. Run the test

Before the test

• Brief introduction of what the study is about

• Get their consent (important, especially if you are doing

recording)

• Remind them that we are not testing their performance. There is

no right or wrong.

• Ask introductory questions

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Intro…

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4. Run the test

During the test

• Give the task. Ask them to perform task and to think aloud.

Observe.

• At the end of the task, ask them to fill up subjective ratings and

ask their experience in performing the task

• Give the next task and repeat the process

After the test

• Ask follow up questions

• Thank the participants and give remuneration

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Do

• Do test the site not the participants

• Do note participant’s success in completing each task

• Do ask open-ended follow up questions. Why and how?

• Do compensate participants

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Don’t• Don’t give participants tasks that can not be completed

• Don’t guide participants

• Don’t answer questions until the end

• Don’t take it personally


Things to Remember

• Encourage, but don’t tell them how to do

– Sometimes the participants will ask you for solutions. You maybe tempted

to give hint. Don’t!

• Probe when necessary

– When the participants stop to ‘think-aloud’, probe “what are you thinking

now?”, “What are you doing now?”

• Observe for non-verbal cues

– Facial expression, sigh, tapping fingers,…

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5. Analyze

• List the usability issues that you observe

• Identify severity of issues

• Prioritize issues

• Come up with ideas to solve the issues

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Determining Severity

• Depends on:

– Frequency – how often it occurs?

– Impact – will it be easy or difficult to overcome?

– Persistence – is it a one-time problem or will they be repeatedly bothered

by the problem?

• Severity level:

1 = Cosmetic problem only: need not be fixed unless extra time is available

2 = Minor usability problem: fixing this should be given low priority

3 = Major usability problem: important to fix, so should be given high priority

4 = Usability catastrophe: imperative to fix this before product can be released

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EXERCISE

Use your prototype to conduct usability testing

1. Create scenario

2. Prepare the prototype to test

3. Recruit

4. Run the test

5. Analyze

15 MINUTES

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User Journey


Remember

1. Empathy

2. Ask open ended question Why and

How?

3. Show, don’t tell

4. Get user feedback & iterate

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HOMEWORK

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Run usability testing on your product

and present the findings on Wednesday.

You can do more than one research

method.


• Man on the street

• Burrito Lunch

• Design the Box

• Mobile testing

• Rapid Iterative ProtoSketching (RIPS)

• Role Playing

• A:B Testing

• Unmoderated Testing

• Simple Usability Testing

• Empathy Maps

Guerrilla Research Method


Man on the

Street

Simply just going

out and asking

people, note trends.

Source: Flickr


Burrit

o

Lunch

/

Coffee

Shop

• Send out an email, if

you fit a profile,

come do this, and

we’ll give you lunch

• Chocolate snacks

are a helpful way to

get people to fill out

surveys

Source: Flickr


Design the Box

Get people together, some

Sharpies, paper, ask people to

design the box the product, tool,

service would come in. Sourcehttp://www.slideshare.net/runger


Mobile Testing

Testing Iphone Apps

using DIY webcam

testing tools.


Rapid Iterative

Protosketching (RIPS)

Make 6 concepts/designs. Test with

user. Revise. Cut one out. Test

again. Down to one. Revise. Final

design. Source: Flickr


Source: Flickr

Role Playing Testing

The acting out or performance of a

particular role. Take notes


A/B Testing

Form of statistical hypothesis testing

with two variants leading to the technical

term, Two-sample hypothesis testing,SourceKissmetrics


Sourcehttp://gettingbetterbydesign.com/

Empathy Maps

Empathy maps emerged out of the

web design user experience world in

its attempt to empathize with users.


Unmoderated

TestingUsability testing

with app.


Next.

What is Secret Tips?


Just Do it!


RESOURCES


More Resources

• A Project Guide to UX Design: For user experience designers in the field or in the making - Russ

Unger & Carolyn Chandler

• Undercover User Experience Design - Cennydd Bowles and James Box

• About Face 3: The Essentials of Interaction Design - Alan Cooper

• Designing for the Digital Age: How to Create Human-Centered Products and Services - Kim

Goodwin

• Rocket Surgery Made Easy: The Do-it Yourself Guide to Finding and Fixing Usability Problems –

Steve Krug

• Observing the User Experience: A Practitioner’s Guide to User Research - Mike Kuniavsky

• Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests – Jeffrey Rubin,

Dana Chisnell & Jared Spool

• Sketching User Experiences: Getting the Design Right and the Right Design - Bill Buxton

• The Design of Everyday Things - Donald A. Norman

• Don’t Make Me Think: A Common Sense Approach to Web Usability - Steve Krug

• A Practical Guide to Information Architecture - Donna Spencer

• Information Architecture for the World Wide Web: Designing Large-Scale Web Sites - Peter

Morville & Louis Rosenfeld 78


More Resources

• Customer Experience cookbook (www.cxcookbook.com)

• Boxes and Arrows (www.boxesandarrows.com)

• Smashing Magazine (www.smashingmagazine.com)

• UX Booth (www.uxbooth.com)

• UX Mag (www.uxmag.com)

• UX Matters (www.uxmatters.com)

• UX Movement (www.uxmovement.com)

• A List Apart (www.alistapart.com)

• Konigi (www.konigi.com)

• Luke W (www.lukew.com)

• Useit by Jakob Nielson (www.useit.com)

• Pleasure & Pain by Whitney Hess (http://whitneyhess.com/blog/)

• Johnny Holland (http://johnnyholland.org/)

• Adaptive Path’s ideas (http://adaptivepath.com/ideas)

• Cooper’s journal (http://www.cooper.com/journal/)

• 52 weeks of UX by Joshua Porter (http://52weeksofux.com/)

• User Interface Engineering founded by Jared Spool (http://www.uie.com/articles/)

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http://www.cxcookbook.com

http://www.boxesandarrows.com

http://www.smashingmagazine.com

http://www.uxbooth.com

http://www.uxmag.com

http://www.uxmatters.com

http://www.uxmovement.com

http://www.alistapart.com

http://www.konigi.com

http://www.lukew.com

http://www.useit.com/

http://whitneyhess.com/blog/

http://johnnyholland.org/

http://adaptivepath.com/ideas

http://www.cooper.com/journal/

http://52weeksofux.com/

http://www.uie.com/articles/


Thank you

Somia Customer Experience

www.somiacx.com

Twitter: @somiacx

Facebook: somiacx

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User Experience Mentoring (Ideabox Indonesia)

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