Location is Location is Irrelevant for Irrelevant for

Usability StudiesUsability Studies

Jakob Nielsen's Alertbox, Jakob Nielsen's Alertbox,

April 30, 2007April 30, 2007

Product TestingProduct Testing

• Testing site doesn’t matterTesting site doesn’t matter

• It is a waist of money to perform It is a waist of money to perform Usability test in more than once city Usability test in more than once city per country.per country.

Behavior vs. OpinionBehavior vs. Opinion

• Usability StudyUsability Study– We test behavior with a defined artifact We test behavior with a defined artifact – People usually react to a set of People usually react to a set of

interaction design options, people interaction design options, people usually interpret the screen elements usually interpret the screen elements the same, no matter where they live. the same, no matter where they live.

• Market StudyMarket Study– They study Opinion on productsThey study Opinion on products

Why One Location is Why One Location is EnoughEnough• Less cost then traveling from city to cityLess cost then traveling from city to city

• Findings will be the same in each areaFindings will be the same in each area

• Should test where you are basedShould test where you are based– it's much easier for other members of the it's much easier for other members of the

design and development team to observe design and development team to observe the test the test

When to Test ElsewhereWhen to Test Elsewhere

If you company residues in a company If you company residues in a company town.town.– A company town is when a single A company town is when a single

industry dominates an area. industry dominates an area. – Don’t test in your company town.Don’t test in your company town.

Who to StudyWho to Study

• You want to Study the average UserYou want to Study the average User

• You should screen out anybody working in You should screen out anybody working in usability, Internet marketing, interface usability, Internet marketing, interface design, graphic design, or programming. design, graphic design, or programming. – These People wont stray within the role of a These People wont stray within the role of a

normal usernormal user

• Don’t recruit people from an area that has Don’t recruit people from an area that has a high interest in your subject. They might a high interest in your subject. They might know too muchknow too much

Where to TestWhere to Test

• International Company should test a city in International Company should test a city in the major countries of target.the major countries of target.

• IntranetIntranet– Test at corporate Headquarters Test at corporate Headquarters – Test in the field or a branch locationTest in the field or a branch location

• Test based on productTest based on product– You wouldn’t test a site for snow plows in FloridaYou wouldn’t test a site for snow plows in Florida– You wouldn’t test a site for tourism in the city it You wouldn’t test a site for tourism in the city it

is promotingis promoting

SummarySummary

• You get the same insights regardless You get the same insights regardless of where you conduct user testing, so of where you conduct user testing, so there's no reason to test in multiple there's no reason to test in multiple cities. When a city is dominated by cities. When a city is dominated by your own industry, however, you your own industry, however, you should definitely test elsewhere. should definitely test elsewhere.

Personal ImplicationPersonal Implication

• Personal Web sitePersonal Web site– TestersTesters

•ClassmatesClassmates

•Family and FriendFamily and Friend

– WhereWhere• In there own HomesIn there own Homes

Additional InfoAdditional Info

• 3 Min. - Examples of Usability Testing3 Min. - Examples of Usability Testing and common Web Site Problems and common Web Site Problems