10 remote testing tips
TRANSCRIPT
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NUX Newcastle
16 APRIL 2015
10 Remote Testing Tips
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Agenda
Introduction
What is Remote UX Testing?
3 x Case Studies
3 x test design tips
3 x analysis tips
10 Tips
Q & A
3s
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Introduction
Lee Duddell
Founder & Director of UX
@LDuddell
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Discuss: remote testing/insight
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You
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Discuss: Pros & Cons of Remote UX
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3 x Case Studies
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1. Use it to get “Why?” answers In 2014 ~ 25% incoming sales calls start with “We just applied
RWD and conversions are down…”
Mobile Usability Report:
15 leading UK retailers
75% had severe UX issues (despite all being responsive designs)
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Online Bill• 4 new bill variants
• About to Test (but knew they were guesses)
• UX Benchmarked bill variants
• Created Variant 5
• That won when AB Tested
• “We never would have come up with
the winning variant, but would have seen
uplift, thinking we’d got it right”
2. Test early
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3. Expose colleagues to users Like you they had a development list/product roadmap
Based upon hunches and opinion
Prioritised by HiPPOs
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User eXposure Matthew Lawson insisted everyone watch users buy white goods
On their site, on competitors’ sites, starting at Google Listed the top issues and re-wrote the development list
In a few months made changes that:
Increased online sales by 9.5%
Reduced contact by 33%
Increased engagement (product reviews) 12%
Read the full Case Study
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Pizza + User Videos every Friday
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3 x Test Design Task Writing Tips
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4. Focus users on tasks – it’s not a survey! BAD: What do you think of our Home Page
BETTER: Where would you click first?
BAD: Out of 10, how did you find the usability of the website?
BETTER: Just watch!
OPEN: Find two items you would genuinely consider and buy them
DIRECTED: Open this link to X product page, select a Size 12 dress
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5. Don’t start at your Home Page Landing page
Social Stream or advert
Competitor site (benchmarking)
Google or empty browser, improve PPC/SEO
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6. Run a pilot 2 users testing your tasks that you then refine
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Let’s write some tasks Please volunteer a site or journey
And then some tasks
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3 x Analysis Tips
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7. Ignore opinions (especially design ones) “That’s a lovely design, I love the blue”
Focus on what users do
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8. Log issues in each video (consistently)
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Tag consistency = Journey step + issue
“Home Page”, “Search”, “PLP,” “PDP”
Then apply a priority and a description that makes sense out of context (for when you share)
GOOD: “Application Form -country” “User could not find their country in the drop down”
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9. Share analysis with videos
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All 10 9 Tips1. Use it when you want answers why quickly
2. Test early
3. Expose colleagues (see Tip 9)
4. Set tasks
5. Don’t start on your Home Page
6. Run a pilot
7. Ignore opinion
8. Tag issues
9. Share videos
10.What’s yours?
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“Shut up & listen to users.”
-- Dr Jakob Nielsen
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Q&A