rabobank cx day - user checks_24jun2015
TRANSCRIPT
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
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
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
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
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