ui v/s ux, test the ui or the user? - sanae › wp-content › uploads › 2019 › 10 ›...

UI v/s UX, test the UI or the user?

2UI v/s UX, test the UI or the user?, 10.10.2019 2muse 2

Brand management

Advert preparation and finetuning

How to keep customers or utilise their

satisfaction

Whether or how to place new products and services

on the market

Employee motivation How to create a positive

user experience

What does a market research agency do?Our clients get advice on:


History of usability testing

1943 / WW2:Alphonse Chapanis: “pilot error” reduction through intuitive layout of airplane cockpits

1970: AT&T’s Bell Labsusability tests on new business information systems

1979: IBM usability testing lab – identifying issues/ summative

1981:Alphonse Chapanis and colleagues

publish Tutorials for the First-Time Computer User - usability more of a formative than summative

1982:Clayton Lewis publishes an IBM technical

report – „thinking aloud” method

The Birth of the Modern Usability Profession1988:Whiteside, Bennett (DEC), & Holtzblatt(IBM): early goal setting, prototyping, iterative evaluation1990:Jakob Nielsen, Rolf Molich –“Heuristic Evaluation of User Interfaces”2002 Usability Goes Remote2007 first iPhone

boom of mobile worldnow: neuromarketing


Why does UX matter?

term "UX" is relatively newbut the concept of user-friendly design has been

around for generations:“Good design is good business, good design can

materially help make a good product to reach its full potential.”-Thomas J. Watson, the second president of IBM; 1973

Apple – iPhoneFacebookGoogle

all improved UX that already existed

Amazon’s Jeff Bezos invested in usability design 100 times more than in marketing during the portal’s first year.

AirBnB’s Mike Gebbia: UX is the key to success

US Forester Research:every dollar invested in improving UX brings 10 - 100 dollars in returnROI up to 9,000%


UI vs. UX

visual design

layout

color

typography / font

interactive elements

UI+goal of usage successspeedintelligibility

Question of the form vs. functioninformational structure (how is information displayed)features (e.g., search)UX needs to be though before UI = What do people need what they want to achieve by using the product?

Designing UX = the process of creating products that provide a meaningful and relevant experience

UX design should be based on user experience= research and testing as part of the creation process

UI = user interface UX = user experience


USER TESTING VS. USABILITY TESTING

User testing:

Do users need this app?

Usability testing:

Can users use this app?


USER TESTING

User Testing:When?

right after you have got the idea (or instead of an idea)if expanding/ changingdo people actually need our solution?

Asking questions like:How do people currently do this?General or specific user behaviorWill people like to do this task ....?Will they pay money / share content?

Broad term for surveys conducted in product / application / web development

questionnaires, surveys (online / telephone, F2F)personal in-depth interviews F2Fgroup interviewsworkshops with stakeholders / usersethnographic researchdesk research - various data

competition analysis

Goal:understand user behaviormap the market situation

identify the potential for the web / appcompetition pain points


Competitor UX analysis

„inspiration“ normal, welcomedavoid mistakes the competition madedo not be overwhelmed

“what about this new feature?” or “what if we do what these guys have done?”

along with other quantitative and qualitative data, competitor analysis done right is another valuablesource of evidence to design with

studying competitor sites properly by being a usergives you the chance to see a few things

systemize your competitor analysispossible to use user or usability testing of

competition as well


Card sorting

card sorting is a method used

to help design or evaluate the

information architecture

participants organize topics

into categories that make sense

to them

they may also be asked to

label these groups


USABILITY TESTING

Tests whether the basic rules of the best user experience are met:

intelligibility = I understand that / easy to understand

comfortable = easy to use, I'll handle it myself

effortless = as little as possible difficult

speed = I know I can handle the task fast

reliability = I can count on it working

USABILITY IS ABOUT HOW PEOPLE UNDERSTAND AND USE IT, NOT ABOUT THE TECHNOLOGY ITSELF

It’s not working! I do not understand

that! I'll try something else.


What can we test with usability tests?

websites and their partse-shopscustomer zonesonline calculatorforms

applications (PC, mobile)

any other information and communicationchannels

flyers, brochures, posters, catalogspoints of salescustomer lines (IVR)print contact forms(electronic) invoices or self-care devices (e.g. queue management system)infotainment systems, ATMs, chatbots ...

What different approaches can we use in usability testing?


Usability testing typology

In-person vs Remote usability testing laboratory usability testing / on-site testingvideo/ phone testingsession recording & post hoc analysisguerilla testing

Moderated vs. unmoderatedobservationin-depth questions

ComparativeA/ B testingcompetition testing


In person / moderated testing method

Methods of conducting a test with a participant

The Silent Observer or Natural

Think Out Loud Methodmight be uncomfortable for users extremely insightful and usefulallows as an experimenter to have a clear vision about what’s going on inside the users’ mind

Retrospective Methodparticipants might have problems rememberingnot as spontaneous as think-out-loud, people might distort their reactions or behavior (e.g. when they failed to complete a task)


In person / moderated testing methodTask giving approaches

Open/ exploratory approachsuggested scenarios

broader, research-orientedparticipants provided with minimal amount of information on how to perform the task

Provide direct tasksclosed/ specific tasks

more focused and goal-orientedsuitable for verification / problem finding

having an end point, they limit the scope of interpretationproduce more accurate results, but more specific


Laboratory Usability TestingTakes place in a usability testing lab

test subjects complete tasks on computers or mobile devicesmoderator observes and asks questionstypically, stakeholders also watchrequires skilled moderator.

A major benefit - control it providesall sessions are run under the same standardizedconditions.

Slightly more expensive.Controlled environment not necessarily reflective of

actual real-life.

Can be combined with eye tracking,or face-tracking (emotional measurement)or other neuromarketing methods.


Guerrilla testing

Test subjects are chosen at random from a public place

usually a coffee shop, mallperforming a quick usability test

incentive given (gift cards, free coffee).

Quick to collect large amounts of qualitative datafor validation of design elements or functionality.

Difficulty of recruitmentpeople are usually reluctant or unable to give up more than 5-10 minutes of their time.

Without clear target group / demographics control usually random sample.


Remote testingRequires a specialized software solutionPros:

participants stay in their native environment (home)accessible to larger & more diverse pool of participantsrecruitment easier (fewer cancelations, no last minute replacements)time & cost saving, no traveleasier for observers to attend a sessionparticipants are using PC they are familiar with.

Cons:limited observation of participants (face, other behavior etc.)limited interaction with the moderatordependent on quality of internet accessmore superficial, difficult watch entirety of user behavior.


Unmoderated + remote

Relying mostly on computer programspassive testing methods insight how users interact with a website in their natural environment

Session recordingsmouse clicksmouse movementscrolling

session recordings - way to spot major problemsinspect page elements such as menus and calls-to-action or complete leaving


Unmoderated + in-person

Conducted in a controlled setting (lab)moderator does not influence participants

Observationresearchers watch but don't participateparticipants run through a set of instructionsmoderator may interject if a participant gets stuckobservation testing allows researchers to see the body language and facial expressions of participants without interference from a moderator

Eye-tracking:extremely useful for in-depth insightcan be combined with moderated tests (after the eye-tracking of performing a task)requires professional analysis


A/B TestingTesting of two concepts/ design, based on predefined metrics,

possible to compare concepts, also individual elements,useful in later stages of development, or when we have a clear designs to test.

A/B Google search engine testing :


Which metrics can we use for usability evaluation?

Likes, Dislikes and Recommendations

Subjective Measures:

ratings for satisfaction

ease of use

ease of finding information

Successful Task Completion

Critical Errors

Non-Critical Errors

Error-Free Rate

Time On Task

Example – development of a new product


Developing a new productIDEA

user testing, explorative surveysclassical surveysfocus group discussionstakeholder workshopsIn-depth interviewcompetitor analysisdesk research

Design/mock-ups ready

Create prototype

Send prototype for usability testing

Analyze, iterate testing, analyze

Send to developer


What is important before the testing?

Recruit suitable people for your test

• important to define the target group = who dowe want to talk to?

• verify people in a phone call + questionnairewith pre-determined questions

• to talk to people you don't know = unbiasedresearch.

Number of participants• minimal 5-6 people

• finds about 80 – 90% issues• typical sample 12-16 people.

Preparation of usability testing:• set a clear goal and choose a metric• prepare the scenario and tasks in advance.

Maximize forms of records during testing.

Examples of usability test outputs


Qualitative analysisČitateľov ako prvý zaujíma titulný článok. Upúta ich veľkým obrázkom a veľkým fontom nadpisu (väčším ako pri ostatných článkoch). Ak ich nadpis zaujme, článok si otvoria a prečítajú.

Tento článok čitatelia spravodajských portálov hodnotia ako aktuálny a zároveň dôležitý. Tvrdia, že je tu umiestnený, pretože redakcia/ editori/ novinári zhodnotili, že je to dôležitá a aktuálna udalosť. Aktuálnosť jej prisudzujú jednoducho preto, lebo je na tomto významnom mieste.

Reklama rýchlo upúta vďaka svojmu umiestneniu, no ľudia deklarujú, že jej nevenujú pozornosť, a že ich len otravuje.

Ďalšie kroky čitateľov sa už zväčša rozchádzajú a podliehajú individuálnym zvyklostiam:Časť ďalej stránku skroluje smerom dole, než sa vráti k prvkom hore (červená či sivá horná lišta, Najčítanejšie na Sme), alebo než stránku opustí.Časť ostáva pri prvom náhľade a zameriava sa na funkcionalitu, ktorá ich zaujíma – prezrú si Najčítanejšie na Sme, alebo sa prekliknú do rubriky na červenej či sivej lište (Najnovšie, Domov, Svet, Sýria...).


Eye tracking output

Heat map

Fixation dots


Emotions measurement for usability testing(Facereading - FA) tracks:

emotional engagementchanges in feelings (valence, excitement and frustration)

We evaluate which parts of the test material cause negative emotions and frustration.

10 Usability Heuristics for User Interface Design by Nielsen Norman Group


Visibility of system status

The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.


Match between system and the real world

The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order.


User control and freedom

Users often choose system functions by mistake and will need a clearly marked "emergency exit" to leave the unwanted state without having to go through an extended dialogue. Support undo and redo.


Consistency and standards

Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform conventions.


Error prevention (prevent users from accidently making errors)

How many times did your outlook remind you that you did not write in the subject of the email? That is error prevention.


Recognition rather than recall

Minimize the user's memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.


Flexibility and efficiency of use

Accelerators — unseen by the novice user — may often speed up the interaction for the expert user such that the system can cater to both inexperienced and experienced users. Allow users to tailor frequent actions.Another example could be an interface, that is flexible by transforming itself between a novice user and an advanced user. An advanced user chooses a custom installation to cut out the unnecessary services.


Aesthetic and minimalist design

Dialogues should not contain information which is irrelevant or rarely needed. Every extra unit of information in a dialogue competes with the relevant units of information and diminishes their relative visibility.


Help users recognize, diagnose, and recover from errors

Error messages should be expressed in plain language (no codes – e.g. „404“), precisely indicate the problem, and constructively suggest a solution.

Bad example:


Help and documentation

Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user's task, list concrete steps to be carried out, and not be too large.

What to remember


I. For a comprehensive understanding of UX, it is useful to combine

technology with an “understanding” approach

II. The choice of participants influences the quality of results - people are

at the center of user and usability testing

III. It is better to do more stages of testing (with fewer respondents) at

different stages of development than many respondents at the end of

development

Thank you

ui v/s ux, test the ui or the user? - sanae › wp-content › uploads › 2019 › 10 ›...

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