remote usability testing & the ucd process webinar
DESCRIPTION
Learn how, when, & why to use Unmoderated Remote User Testing within the different stages of the User-Centered Design ProcessTRANSCRIPT
Webinar:
Remote Usability Testing & the UCD Process
Oct 7th, 2010
Overview
Introductions (10 min)
Why do research in the first place? (5 min)
The various types of user research – what is each good for? (10 min)
About Unmoderated Remote User Research (25 min)
Questions and Comments (10 min)
Introductions
Alfonso de la Nuez
Founder & Co-CEO
at UserZoom
George Papazian
Founder at
Naviscent
Douglas van Duyne
Founder at
Naviscent
About UserZoom
Leading online (remote) user experience research software company
9 years experience in UX research & consulting
Offices in Sunnyvale (CA), London (UK) and Barcelona (Spain)
Created because traditional UX research methods are great but not enough – go beyond the Lab
Our Solution: UZ Self-Serve Edition
100% on-demand, web-based software solution specializing in Online UX Research
UserZoom Products & Methodologies
Why should you care?
Large scale testing – high sample size
Statistical significance
Quick, actionable results
Geographic coverage & International testing
Cost-effective & time-saving methodology
Consolidated solution for all UX research
Short learning curve
What makes us very proud…
About Naviscent
• Mission-Critical Web, App, and Mobile Research & Design
• HQ: Silicon Valley• Focus on Global 2000
Clients, including:
Naviscent’s Publications & Awards
“As I read The Design of Sites, [I see] the insight from years ofprofessional advice has been put to paper.”
JOHN CILIOMarketing manager, IBM System x & z Storage Synergy
“Design bible”Reviewer“4.5 Stars”
Amazon Reviewers
Publications
Awards Our People Have Won
Naviscent’s Services
Naviscent’s Experience Revolution
Why do research in the first place?
Why not put the design up for a vote?
Why do research in the first place?
Why not make the best first guess and go with it?
Why do research in the first place?
Do you feel lucky?
Three Key Points
Senior management operates by numbers not opinions
Regular benchmarking measures your position
Capturing the whole experience requires special tools
What type of research?
The right tools… for each question
The right tools… for each goal
Qualitative: Lab vs. Remote
Facial expressions
Hand movement
Body language
Geographic representation
Natural environment
Schedule flexibility
Qualitative vs. Quantitative
Ad hoc questions
First-hand observations
Formative
Statistical sample
Combine market & usability research
Summative
Quantitative Unmoderated Methodology
• Hundreds of users agree to participate in a study
• In their natural context
• From geographically spread locations
• Users try to complete tasks (or goals) + answer questions
• No human moderation needed
• Browser bar connects users with secure servers
Quantitative Unmoderated Benefits
Usability and User Experience questions:
When trying to complete a task, how many are successful? If not, why do they abandon?
How many find the site’s information and navigation clearly organized?
Where do users go and where do they click when when trying to complete a task?
How many users have a satisfactory online experience?
Would they recommend your site to colleagues or friends?
What do they suggest for you to improve your site?
Quantitative Unmoderated Benefits
Large scale testing – high sample size
Statistical significance
Combination of usability + web analytics data
Geographic coverage & International testing
Cost-effective & Time-saving methodology
Short learning curve
Consolidated solution for all quantitative market and usability research
Quantitative Unmoderated Limitations
No facial expressions
No ad hoc questions
90% of usability studies, this is not an issue
Benchmark Research
Continuous feedback
Compare and contrast with past performance
Measure against competitors
What makes a website the best?
Benchmarking Goals
Voice of the Customer
Measure customer-centered design factors
Measure net promoter score
Encourage comments and suggestions
Task test key areas
Continuously gather customer feedback
Periodically analyze experience “temperature”
Intercept customers as they visit
Measure against corporate goals
Intercept Research
Who’s visiting your site?
What are they wanting to do?
Where do they go? What do they find?
When they leave, do they leave satisfied or not?
Types of Research
Persona Development
Exploratory
Benchmarking
Competitive Comparison
Competitive Comparison
Compare company to competitor
Run industry comparison
Analyze periodically
Types of Insights
Where your site is doing well
Where your site is doing poorly
Compare features
Distill into score
Identify areas of industry excellence
Card Sort
How do your customers organize your content?
What do your customers call your content categories?
Types of insights
Three Key Points
Senior management operates by numbers not opinions
Regular benchmarking measures your position
Capturing the whole experience requires special tools
Q&A
UserZoom (USA)
440 N. Wolfe Rd. Sunnyvale,CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la [email protected]
Naviscent LLC
85 Bayview DriveSan Carlos, CA 94040 USAPhone: +1 (650) 631-0500Contact: George [email protected]
Thanks so much for your time!
Check out our upcoming events at www.userzoom.com & www.naviscent.com