1. #users1st Get Going with Users 30 JUNE 2015 2. #users1st
Objectives By the end of this workshop you will be able to get
buy-in for remote testing design your own tests launch them analyse
them and present results internally. 3. #users1st Agenda Why do you
need to do remote UX Testing? [10] Test Design and Launch [30]
Other Test Types & Number of Users [20] Getting buy-in [20]
Live analysis [30] Presenting results [10] Q&A + UX Clinic []
4. #users1st 1. What is Remote UX Testing? 5. #users1st WhatUsersDo
Founded 6 years ago N. London office 20+ Full-time staff 20+ remote
analysts 11,000+ panelists 1,500+ clients 250,000+ user videos
WhatUsersDo.com 6. #users1st 7. #users1st 8. #users1st In essence
Capturing in the moment experiences With spoken thoughts From
profiled panel members 9. #users1st What are the Pros & Cons of
this approach? 10. #users1st 2. Lets design and launch a live test
Whats involved in designing a test? 7 tips for test design 2
example tests Each table writes one test We launch the test 11.
#users1st Whats involved in designing a test? Setting objectives
Deciding on what type of test to run Participants: Profile, Volume
and Devices Write tasks for users to follow Exit question 12.
#users1st 7 Tips for test design 1. Set a scenario 2. Focus on
tasks NOT opinions 3. Number each task 4. You dont need to start at
your Home Page 5. Aim for 20 minutes(ish) 6. Use fake personal
data, stop at the point of payment 7. Run a pilot to check your
tasks 13. #users1st Meta-tasks Start the screen recorder and click
on the displayed link. Please make sure you follow every
instruction and talk through your experience while you provide us
with your opinions. Remember, we are testing the site, not you. []
Thank you you can stop the screen recorder. 14. #users1st 1.
Pretend you are moving to Reading and for your new home will need
internet, TV and phone service. 2. Using as many websites as you
like find a plan (or plans) that genuinely suit your needs. 3. At
the end, please say which plan you would choose and why. 15.
#users1st 1. Pretend youre looking to re-mortgage and you land on
this website 2. Without thinking too much, say what three words
come to mind about [the brand]? 3. Would you give your personal
details if requested by this site? 4. Imagine that you were
searching for a mortgage to buy a new home. Where would you click
first on this page? 5. Explore the mortgage offers, as if you would
be genuinely interested in applying for a mortgage. 6. Apply for a
mortgage, and proceed as far as you can. You can use fake details,
if you want. 7. If you had a magic wand how would you improve our
website? 16. #users1st Your mission [20 m] 1. Decide on a website
to test: general consumer in the UK is best 2. What do you want to
find out? 3. Write a few tasks for users (desktop only) + one
person types them 4. Launch them on the platform! u: missing p:
missing 5 x UK users (keep the demographics broad) 17. #users1st
Top 9 Test Types 1. Live site key journey to identify points of
friction 2. Pre-live design assets e.g. Axure prototype to de-risk
change 3. Cross device RWD 4. How Users Search starting at Google
5. Specific pages/journeys to inform AB Testing* 6. Email campaign
-> online journey testing 7. Competitor benchmarking 8. Scaling
Lab insights 9. International local language Well send you 10 with
Tasks & a list by business question 18. #users1st How many
participants? Usually 10 per segment for key journeys 5 if its very
specific e.g. a specific area of a prototype Usually multiplied by
device types 20+ for Card Sorting/Tree Testing 50+ for user
research or marketing type tests 100+ full scale Abandonment Audit,
Digital Index 19. #users1st Choosing participants Online panel:
Demographics + screener or/and your customers: Private Panel or/and
Special Recruit: anywhere Well send you the Panel Book 20.
#users1st Activity (5 minutes) Share your burning UX issues or
projects How we would design a test 21. #users1st 4. Getting buy-in
Benefits and Objections 3 x Case Studies you can use Role play:
sell it to me! 22. #users1st Benefits & Objections Discuss
(well write these up) 23. #users1st Case Study 3 x Case Studies:
Fashion retailer = to show how UX testing makes sense of analytics
AO.com = to show how it can improve conversions Shearings = to show
how it can improve marketing 24. #users1st Fashion retailer Case
Study 25. #users1st 26. #users1st AO.com Case Study Like you they
had a development list/product roadmap Based upon hunches and
opinion Prioritised by HiPPOs 27. #users1st User eXposure Matthew
Lawson insisted everyone watch users buy white goods On their site,
on competitors sites, starting at Google Listed the top issues and
re-wrote the development list In a few months made changes that:
Increased online sales by 9.5% Reduced contact by 33% Increased
engagement (product reviews) 12% Read the full Case Study 28.
#users1st 29. #users1st 30. #users1st Pizza + User Videos = Buy-in
31. #users1st Shearings Case Study 2012 TV advert very successful
New 2013 TV advert performed poorly 32. #users1st Shearings Case
Study 25 users watching both versions Images changed too rapidly
"Using WUD to A/B test our TV campaigns has been an extremely quick
an efficient way to radically enhance the performance our campaign.
Chris Barker, Head of Marketing, Shearings 33. #users1st Getting
buy-in Rehearse the benefits and objections Use 3 x Case Studies:
Analytics, Conversions & Marketing Use your free WhatUsersDo
video Bonus: call it Digital Customer Experience Testing 34.
#users1st 5. Live Analysis Tag types Live Tagging 35. #users1st Tag
Types: issues High: conversion killers, that block users or can
prevent people from converting in real life. Medium: may become
conversion killers when they occur more than once. Low: small
niggles that slow down users and decrease trust in the site. 36.
#users1st Tag Types Positive: highlights in the experience, moments
where users go wow. We dont tag when the interface is just doing
what its supposed to do. Suggestions: when users suggest an
improvement. Other: everything else worth noting. 37. #users1st Now
lets give it a try Show your hand when you see something
interesting
http://app.whatusersdo.com/videoplayer/test/71b23dd3-90ca-
23bc?html5=1 38. #users1st 6. Compelling Presentations 6 Steps:
Extracting insight from the platform Creating a presentation 39.
#users1st 6 Steps to Build Presentations 1. Read the WUD platform
synopsis [MS clients] 2. Watch playlist + star clips 3. PPT: Replay
the test objectives, tasks & participants 4. PPT: Count of
issues by severity and type 5. PPT: Exec Summary of 5 main findings
6. PPT: Each issue: problem & recommendation With a screen shot
With a video clip (from those you starred) User quotes Written
verbosely so non-attendees can understand it 40. #users1st 1. Read
the WUD platform synopsis (Managed Service clients only) The
written synopsis includes: Overall user experience, including
trends Top 5 positives Top 5 issues Any user suggestions 41.
#users1st Use the synopsis as a springboard to explore the videos
in the WhatUsersDo platform. 42. #users1st 2. Watch playlist + star
clips Watch a playlist of all the video tags from your project,
prioritised by high, medium and low severity issues, positives and
user suggestions. Favourite the killer clips which support the main
issues you need to address. Download your favourites in a CSV file,
or download individual clips, to embed them into your
presentations. http://app.whatusersdo.com/client/tests/10668 43.
#users1st 3. PPT: Replay the test objectives, tasks &
participants Replaying the test objectives and scope of test is
great for reminding those on the project, as well as informing
stakeholders who might review many different supplier reports. It
helps set the scene. 44. #users1st 4. PPT: Count of issues by
severity and type Screengrab the coloured bars in the WUD platform,
and embed into your presentation, to illustrate number of issues
and issue weighting (high, medium and low severity issues, and
positives). Use icons to visually illustrate what type of issues
caused the most problems for users. 45. #users1st 5. PPT: Exec
Summary of 5 main findings Briefly summarise the top 4 or 5 issues
from the project which users experienced, and visually illustrate
them with icons. 46. #users1st 6. PPT: Each issue: problem &
recommendation Expand upon each issue in detail. Illustrate the
issue with: - Screengrabs - User quotes - Killer clips Follow up
with recommended Action to take, and what the expected outcome
would be if that action was taken. This will give you a really
compelling deck of slides, to overcome stakeholder objections, and
achieve buy-in for necessary change or further testing. 47.
#users1st 48. #users1st Well send you the template 49. #users1st
Sum-up Weve now covered get buy-in for remote testing know what you
can test design your own tests launch them analyse them and present
results internally. 50. #users1st You can do this Self Serve
[email protected] = DIY, occasional. Managed Service
[email protected] = Expert Team, BAU. or a blend. 51.
#users1st Q&A 52. #users1st What next? Well send accounts with
a free credit coming your way Tuesday & this Deck &
Handbook Results PPT template Panel Book 10 test types with tasks.
If you please complete the post event survey! 53. #users1st Shut up
& listen to users. -- Dr Jakob Nielsen
