Moderated Usability Testing - uncovering so much more than just usability insights

What is Usability and User Experience?

I’ve fond memories of the session that my talk is about…

What is Usability and User Experience?

Thankfully this is my earlier tweet…

Moderated Usability Testing – Uncovering So Much More Than

‘Just’ Usability Insights

by Paul RoukeHead of Usability at PRWD

8th September 2011 @ Content Creator Sessions by Manchester Digital at MMU

The UK’s Leading North WestBased Usability & Conversion Optimisation Consultancy

About PRWD

We provide services to help businesses improve their website conversion rate

•Usability testing (moderated & remote)•Expert evaluations•Usability training•In-house consultancy•Conversion rate optimisation

PRWD Clients IncludePRWD clients that we can talk about

PRWD Clients IncludeRecent usability testing clients

How important is usability testing?

PRWD’s approach to moderated usability testing

What business questions can usability testing answer?

Session agenda

How important is usability testing?

PRWD’s approach to moderated usability testing

What business questions can usability testing answer?

Session agenda

What is Usability and User Experience?

From experience, usability testing is THE most enlightening and powerful activity that

brands can carry out to answer a very extensive

range of questions which can be crucial to

how their website performs

Have we ever watched people using our website?Do we actually know why so many people leave our website at a certain stage?Do we know why visitors are choosing to call customer services?Do we know why visitors aren’t clicking on what we want them to?

How much money do we spend getting people to our website versus making sure they do what we want them to do once they are there?

A few questions for you to consider

How important is usability testing?

PRWD’s approach to moderated usability testing

What business questions can usability testing answer?

Session agenda

1

2

3

4

Planning

Testing

Expert Analysis & Reporting

In-house Strategy Presentation

1

2

3

4

Planning

Testing

Expert Analysis & Reporting

In-house Strategy Presentation

1 Planning

Recruit users who match the target audience & customer behaviour

1.Recruitment partners

2.Our own industry network

3.Existing customers of our clients

1 Planning

Develop scenarios & questions aimed at uncovering deep user insights

1.Accurate scenarios based on user behaviour

2.Questions specific to key parts of the user journey

1 Planning

Book the test laboratory

1.Ensure we have both a moderator (myself) and observer available

2.Ensure our client is available to observe

1

2

3

4

Planning

Testing

Expert Analysis & Reporting

In-house Strategy Presentation

2 Testing

Relax the participant

1.This isn’t user testing, its website testing

2.Stress the value of their input

3.Strike up a rapport to encourage openness

2 Testing

Gain pre-test insights from the user

1.User behaviour

2.User perception

3.User preferences

4.Brand awareness

2 Testing

The main event – live testing

1.Scenarios should be involved & accurate

2.Questions need to be asked at specific points

3.Encourage openness from the participant

4.Handholding only at clear dead-ends

2 Testing

What goes on during moderated testing?

1.PRWD team moderates & observes the session

2.Our clients observe the sessions live

3.Screen recording plus picture-in-picture webcamFacial expressions / hand movements / body language

1

2

3

4

Planning

Testing

Expert Analysis & Reporting

In-house Strategy Presentation

1

2

3

4

Planning

Testing

Expert Analysis & Reporting

In-house Strategy Presentation

4 In-house strategy presentation

What this typically involves

1.Observing video recordings

2.Knowledge sharing on key insights gained

3.Discussing the impact on the business strategy

4.Planning next steps

How important is usability testing?

PRWD’s approach to moderated usability testing

What business questions can usability testing answer?

Session agenda

What is Usability and User Experience?

First of all, what types of insight can usability testing provide?

Online behaviourUser attitudesBrand perceptionCustomer research

Usability & user experience

Insights usability testing can provide

& last but by no means least…

What is Usability and User Experience?

What questions do users want to know the answers

to in order to commit to buy/click/proceed?

What is Usability and User Experience?

Do we name things (features / navigation / promotions /

content) on our website based on our business terminology

rather than what users want/expect?

What is Usability and User Experience?

How do users respond to being forced to register or

create an account?

What is Usability and User Experience?

What are user’s attitudes when presented with

marketing preferences?

What is Usability and User Experience?

67 questions usability testing can answer

http://bit.ly/67questions

9 women x 9 hours

Some insights from usability testing with our client

XX

How many questions could usability testing answer for

your business (or your clients)?

Connect with me

http://uk.linkedin.com/in/paulrouke

Office:0161 228 0585

Mobile:07739 745 126

Email:paulrouke @ prwd.co.uk

Web:http://www.prwd.co.uk

PRWD22 Lever StreetManchesterM1 1EA

http://twitter.com/paulrouke

Thankyou for listening “Moderated Usability Testing –

Uncovering So Much More Than ‘Just’ Usability Insights”

by Paul Rouke

Slides, resources, tools & best practice available here:

http://bit.ly/CROresources