introduction to usability testing for digital marketeers
TRANSCRIPT
![Page 1: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/1.jpg)
An Introduction to Usability Testing.
Lennart Overkamp April 5th, 2017
Fontys Eindhoven.
![Page 2: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/2.jpg)
2010-2013: Bachelor Psychology @UT 2013-2014: Master Human Factors & Engineering Psychology @UT 2014-2016: Post-Master User System Interaction @TU/e 2016-now: Interaction Designer @Mirabeau
![Page 3: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/3.jpg)
![Page 4: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/4.jpg)
![Page 5: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/5.jpg)
Building a platform from the ground up
Fully responsive platform Mobile, iPad & desktop
Booking flow redesign Overview and options for customers
![Page 6: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/6.jpg)
Fully responsive platform Mobile, iPad & desktop
![Page 7: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/7.jpg)
Booking flow redesign Overview and options for customers
![Page 8: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/8.jpg)
Redesign Nuon.nl
Relevance & customisation Personal product selector
High-quality service Quick, accessible & contextual
Inspirational Telling a story through design
![Page 9: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/9.jpg)
Relevance & customisation Personal product selector
![Page 10: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/10.jpg)
High-quality service Quick, accessible & contextual
![Page 11: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/11.jpg)
Inspirational Telling a story through design
![Page 12: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/12.jpg)
Redesign Vrouw.nl
Human2Human strategy Content adapts to customer behaviour
Omni-channel approach Seamlessly from magazine to online
Online look&feel Connection to product portfolio
![Page 13: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/13.jpg)
Human2Human strategy Content adapts to customer behaviour
![Page 14: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/14.jpg)
Omni-channel approach Seamlessly from magazine to online
![Page 15: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/15.jpg)
Online look&feel Connection to product portfolio
![Page 16: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/16.jpg)
![Page 17: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/17.jpg)
Creative Consultants
Interaction Designers
Visual Designers
Front-end Developers
UX
![Page 18: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/18.jpg)
![Page 19: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/19.jpg)
The Red Thread?
![Page 20: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/20.jpg)
An Introduction to Usability Testing.
Lennart Overkamp April 5th, 2017
Fontys Eindhoven.
![Page 21: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/21.jpg)
Three Phases: 1. Preparation 2. Moderation 3. Analysis
![Page 22: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/22.jpg)
Phase #1: Preparation.
![Page 23: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/23.jpg)
“ ”
The primary goal of the usability test is to improve the usability
of the product that is being used.
Source: A Practical Guide to Usability Testing (Dumash & Redish, 1999)
Step #1.1: Define the goal.
![Page 24: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/24.jpg)
![Page 25: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/25.jpg)
Step #1.2: Define the users.
Users = ?
All (prospective) customers
![Page 26: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/26.jpg)
Step #1.2: Define the users.All (prospective) customers
Users = short-stay international students
![Page 27: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/27.jpg)
Step #1.2: Define the users.
Users = short-stay international students (the population)
All (prospective) customers
![Page 28: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/28.jpg)
Step #1.3: Recruit users.
Users = short-stay international students (the population)
Participants (the sample)
All (prospective) customers
![Page 29: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/29.jpg)
Step #1.4: Define the measures.
Performance measures (e.g. time-on-task,
errors)
Preference measures (e.g. desirability,
perceived usability)
![Page 30: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/30.jpg)
Step #1.5: Prepare the procedure.
Which materials?
How?
When?
Where?
How long?
With whom?
![Page 31: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/31.jpg)
![Page 32: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/32.jpg)
Step #1.6: Prepare the script.Scenario (example): For a three-months exchange program in the Netherlands, you are looking for a place to live from February 2017 until the end of April 2017. You have a maximum budget of 500 euros, and would like to have a space of at least 30 square meters.
Tasks (examples):
1. On the website, find a place that fits your needs. 2. Calculate the time it takes from Central Station to this place by public transport.
![Page 33: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/33.jpg)
Step #1.7: Prepare the prototype.(If you have one)
![Page 34: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/34.jpg)
Step #1.8: Prepare the consent form.
![Page 35: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/35.jpg)
Step #1.8: Prepare the consent form.Contents: • Goal • Procedure • Duration • Participant’s rights
EVALUATION VESTIDE.NL Goal The goal of this evaluation is to test the usability of vestide.nl, to improve this website in terms of user-friendliness. Procedure You will carry out tasks with the website, which will be provided by the facilitator. While carrying out the tasks, you are asked to think aloud. After completing the tasks, you will fill in a short questionnaire and the facilitator will ask you some questions. The evaluation will take around 45 minutes. You may stop, take a break, or ask questions at any moment. Recording To facilitate the analysis of the test results, we ask for your permission to record the evaluation. The recording will only be used by the design team to improve the prototype, and will not be shared with anyone outside the team. Participation does not have any risks or consequences for you. • Your answers and details will be processed anonymously. • We judge the quality of the prototype, not your performances. Informed consent By signing this form, you acknowledge to have read and understood the information in this document, and to agree with this information. Name: Date: Signature:
Do you agree with recording? ☐ Yes, video- and sound recording. ☐ Yes, only sound recording. ☐ No, rather not.
![Page 36: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/36.jpg)
EVALUATION VESTIDE.NL Goal The goal of this evaluation is to test the usability of vestide.nl, to improve this website in terms of user-friendliness. Procedure You will carry out tasks with the website, which will be provided by the facilitator. While carrying out the tasks, you are asked to think aloud. After completing the tasks, you will fill in a short questionnaire and the facilitator will ask you some questions. The evaluation will take around 45 minutes. You may stop, take a break, or ask questions at any moment. Recording To facilitate the analysis of the test results, we ask for your permission to record the evaluation. The recording will only be used by the design team to improve the prototype, and will not be shared with anyone outside the team. Participation does not have any risks or consequences for you. • Your answers and details will be processed anonymously. • We judge the quality of the prototype, not your performances. Informed consent By signing this form, you acknowledge to have read and understood the information in this document, and to agree with this information. Name: Date: Signature:
Do you agree with recording? ☐ Yes, video- and sound recording. ☐ Yes, only sound recording. ☐ No, rather not.
Step #1.8: Prepare the consent form.Contents: • Recording explanation • Consequences • Signature • Recording consent
![Page 37: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/37.jpg)
Step #1.9: Test your test.
![Page 38: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/38.jpg)
Phase #2: Moderation.
![Page 39: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/39.jpg)
Step #2.1: Welcome your participant.Coffee?
![Page 40: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/40.jpg)
Step #2.2: Introduce the test.Introduce yourself.
Explain your role.
Explain what is expected of the participant.
Mention the duration of the test.
Provide reassurance: you are not testing the participant.
Explain the purpose of the test.
![Page 41: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/41.jpg)
Step #2.3: Obtain informed consent.Sign two copies!
![Page 42: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/42.jpg)
Step #2.4: Explain the think-aloud protocol.
“ ”
In a thinking aloud test, you ask test participants to use the system while continuously thinking out loud — that is, simply verbalizing their thoughts
as they move through the user interface.
Source: Jakob Nielsen (www.nngroup.com)
![Page 43: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/43.jpg)
Step #2.4: Explain the think-aloud protocol.
Example: https://www.youtube.com/watch?v=g34tOmyKaMM
![Page 44: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/44.jpg)
Step #2.5: Start recording.
![Page 45: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/45.jpg)
![Page 46: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/46.jpg)
![Page 47: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/47.jpg)
![Page 48: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/48.jpg)
Step #2.6: Participant performs tasks.Explain the scenarios & tasks.
Let the participant do the talking!
Remind participant to think aloud, when necessary.
Keep questions and distractions to a minimum.
When a scenario/task is finished, explain the next one.
![Page 49: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/49.jpg)
Step #2.7: Post-questionnaire.(Optional, depending on goal/measures)
Example #2: Microsoft Reaction
Card Method
Measures product desirability.
Example #1: System Usability
Scale (SUS)
Measures perceived usability.
![Page 50: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/50.jpg)
Step #2.8: Post-interview.Ask for a general summary.
Elaborate on interesting observations/comments.
Ask any remaining questions you prepared beforehand.
![Page 51: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/51.jpg)
Step #2.9: Debriefing.Explain (again) the purpose of the test.
Answer any remaining questions from the participant.
Explain (again) what you will do with the results.
Give the participant a reward!
![Page 52: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/52.jpg)
Phase #3: Analysis.
![Page 53: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/53.jpg)
Quantitative data (SUS scores, errors, Reaction Cards, time-on-task)
Qualitative data (comments,
explanations, responses)
Step #3.1: Process your data.
![Page 54: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/54.jpg)
Step #3.2: Prioritise the usability problems.Problem #1
Problem #2
Problem #3
Problem #4
Problem #5
![Page 55: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/55.jpg)
Step #3.3: Communicate your results.
Type #2: Presentation slides
Summarised, easily shared or presented
Type #1: Full report
Detailed, useful as a reference.
Type #3: Infographic
Highly visual, useful as a persuasion tool
![Page 56: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/56.jpg)
![Page 57: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/57.jpg)
#Conclusion.Advantages:
Solid, well-researched Tests many aspects of product
Both qualitative & quantitative
Disadvantages: Costly in terms of time, money
and (human) resources
![Page 58: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/58.jpg)
Recommended resources - Books
![Page 59: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/59.jpg)
Recommended resources - Online
smashingmagazine.com
nngroup.com
![Page 60: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/60.jpg)
Recommended resources - Prototyping & Testing
InVisionSketch
![Page 61: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/61.jpg)
Recommended resources - Analysing
ExcelRStudio
![Page 62: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/62.jpg)
Recommended resources - Communicating results
SketchKeynoteWord
![Page 63: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/63.jpg)
Neuro Usability Test.Bonus:
![Page 64: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/64.jpg)
![Page 65: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/65.jpg)
Aspect #1: Eye Tracking
Reference of users’ focus. Input for heat maps.
Aspect #2: EEG
Captures brain activity to pinpoint affects.
Aspect #3: Neuro Feedback
Users comment on significant EEG findings.
Aspect #4: Questionnaire
Users are interviewed and fill in a questionnaire.
![Page 66: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/66.jpg)
Thank you.
![Page 67: Introduction to Usability Testing for Digital Marketeers](https://reader030.vdocument.in/reader030/viewer/2022020410/58f1f7851a28abcb258b45dd/html5/thumbnails/67.jpg)