Giel de Nijs

October 22, 2008

First steps towards an online user experience testing community

October 22, 2008 2

Designed around you

Reforming our product concept creation to gain a competitive edge.

October 22, 2008 3

User-centered innovation

Involve the user of the products in all stages of development.

October 22, 2008 4

User-centered innovation cycle

User insight

Concept

Confrontation

Mock-up

Prototype

User testing

User testing

Iterative user testing in all stages of development.

October 22, 2008 5

Experience Labs

Traditional user testing in the HomeLab and ShopLab.

October 22, 2008 6

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Contextual inquiry

Different levels of knowledge about experience are accessed by different techniques. (Sleeswijk Visser, et al., 2003)

An interactive, creative way to stimulate users to share their thoughts.

October 22, 2008 8

Online concept confrontation

Presenting pictures, videos and user-interface mock-ups for feedback.

October 22, 2008 9

Online testing vs. laboratory testing

No significant differences were found in initial testing.

October 22, 2008 10

Combining implicit and explicit feedback

Questionnaires(explicit feedback)

More valuable information?

Usage logging(implicit feedback)

October 22, 2008 11

Benefits of online user testing

Provideuser insights

Validatenew concepts

Quick

Cost effective

Diverse demographic

No geographical boundaries

October 22, 2008 12

The Big Question

“What’s in it for me?”

October 22, 2008 13

Usage lifecycle

Source: Joshua Porter

October 22, 2008 14

Wisdom of the crowds

http://flickr.com/photos/jamescridland/613445810

October 22, 2008 15

Intrinsic motivation

People want to voice their opinion

People want to connect with people

People want to help other people

October 22, 2008 16

The third place

An online community is the online equivalent of a local bar.http://flickr.com/photos/gaetanlee/2788513635/

October 22, 2008 17

Community vicious circle

More content More members

More members More content

Match content and membersto member profiles

More members

More content

Easier transactions More members

October 22, 2008 18

Providing statistics motivates

Rankings make most people want to participate.

http://flickr.com/photos/richardwinchell/2863431314/

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Brainstorming community

Combining contextual inquiry with community interactivity.

October 22, 2008 23

Organizational ingredients

Internal leverage

Money

Good plan Good strategy Good people

October 22, 2008 24

Technical ingredients

Private testing

Public beta

Interesting content Target audience Interactivity

October 22, 2008 25

The mullet model

Business up front, party in the back.

http://flickr.com/photos/raveller/950197716/

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A good community (simplified)

Attract members

Keep members

Established business channels

Existing communities

Interesting ideaCorrect target

audience

Active maintenance

Frequent updates

Reputation measurements

Interactivity

October 22, 2008 29

Social framework vs. market framework

Be careful with incentives.http://flickr.com/photos/sis/432090557

October 22, 2008 30

Act on ideas

http://flickr.com/photos/skenmy/2343003769/

October 22, 2008 32

Drawbacks of traditional user testing

October 22, 2008 33

Internal use with closed user group

October 22, 2008 34

Motivations to contribute

Content

Comments

Statistics

Inspires own content

Provokes discussion

Motivates contribution

Providing rankings makes most people want to participate.