Rabobank CX day - User Checks_24jun2015
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Getting to a better design fast. User Checks is an agile way of usability testing with the focus on creating value. With User Checks the design accelerates to a higher level within a short period and relatively low cost and little resources. User Checks maximize the key element of usability testing: getting to empathy. Presentation for Rabobank employees during the CX day on June 24, 2015.
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Rabobank CX day - User Checks_24jun2015
- 1. userneeds! @anous user checks! Presentation by Userneeds - Anouschka Scholten Rabobank CX day ‘Banking for Buttons’ - June 24, 2015 Get it RITE ! Snel naar een sterk verbeterd ontwerp
- 3. userneeds! @anous Gettingto empathy! A key function of usability testing
- 4. userneeds! @anous Usability testing is about observing behaviour Watch the user do what comes naturally, while performing a task (thinking aloud). Don't help. Not asking about opinion.
- 7. userneeds! @anous Focus groups Surveys Verify Remote tracking Usability testing User driven Market driven
- 8. userneeds! @anous Usability ROI • Increased conversion rates – whatever the user goal is (purchase, download, troubleshooting etc), they can achieve it with ease • Increased productivity (for in-house apps and intranet sites) • Reduced need for help desk intervention • Reduced fall off rate at checkout (for eCommerce sites/apps)
- 9. userneeds! @anous No usability testing • Customer dissatisfaction • Lose of potential income • Losing money on marketing • Higher development costs • Bad reputation • Staying behind the competition
- 10. userneeds! @anous Usability Test traditional 1 round of testing" In a lab environment, eye tracking Moderator is a UX’er, designer indirectly involved" " Process based
- 11. userneeds! @anous Usablity test drawbacks • 1 time, at end design process • An extensive report, little or no redesign • No retest • Not in user context • High costs: lab, eye tracking, special UX researcher • Schedule well in advance (at least 1 month)
- 13. userneeds! @anous Test and retest within 1 week In the users context, quick and easy set up Designer conducts the test Value based User Checks Agile Usability Test
- 14. userneeds! @anous 2nd round 1st round 1" Test Objectives 2 " User goals 3 " Tasks 4" User checks 5 " Evaluate findings 6" Redesign 7 " User checks 8 " Evaluate findings Again or To final design User checks - Agile usability test cycle in 1 week
- 15. userneeds! @anous Rapid Iterative Testing Rabobank
- 16. userneeds! @anous User Checks set up • Test script with real tasks • Real target users as participants • Ideally conducted in context user on their own device • Record audio and screen capture • 1 test moderator (UX designer preferably) 1 observer (captures the literal session; statements, answers to questions and behavior that occurs) btw. more observers are possible, but not too much and really on the background)
- 17. userneeds! @anous Redesign Greenchoice.nl, project Angi Studio:" http://angistudio.com/cases/greenchoice.html
- 18. userneeds! @anous GGD Haaglanden project Angi Studio: http://angistudio.com/cases/ggd-haaglanden.html
- 19. userneeds! @anous Subsidie aanvraagsysteem Gemeente Den Haag, project Angi Studio: http://angistudio.com/cases/gemeentelijk-subsidie-loket.html
- 20. userneeds! @anous Design new site ggdhaaglanden.nl User check with a doctor in his office GGD Haaglanden project Angi Studio:" http://angistudio.com/cases/ggd-haaglanden.html
- 21. userneeds! @anous “ Bij Meiden verwacht ik 14 tot 21...oh, ik denk dat ik toch wel in die doelgroep val als ik het zo lees ? “ “LINDA.Girls.. I expect this is for 14 till 21 year old… oh, reading this subscription I think it actually does fit me?” Pop-up information about LINDA.meiden Project Angi Studio: http://angistudio.com Redesign LINDA subscription
- 22. userneeds! @anous “Zo onder elkaar is duidelijk, je kunt er zo doorheen” “Very clear and easy to walk through this way, underneath each other” Sub home Subscription with incentive - mobile Lange lijst om te scrollen vormde geen enkel probleem Scrolling was no problem at all on mobile 2e round: de footer met menu, werd wel gebruikt Footer with next step was used Navigeren met hoofdmenu gebeurde eerst ronde niet. Sticky menu bood ook geen oplossing Navigating via main menu on top wasn’t used, it was ignored, even with a sticky menu… dead end alert! Project van Angi Studio: http://angistudio.com/
- 23. userneeds! @anous User checks drawbacks • Too unexperienced, biased designer • Keeping in pace with development • With ‘high fidelity’ testing it demands velocity for retest with high multidisciplinary efforts: product owners, IxD, visual design and content
- 24. userneeds! @anous Compared Cost From 10.000 EUR From 5.000 EUR Test participants 6-8 6 Who performs UX researcher/specialist + observer Designer + observer Where Lab In context user or meeting room How often Once Twice or more With 1 MVP/design 2 or more variations of MVP/ design Equipment Laptop/mobile, Eytracking, video Laptop/mobile, audio- and screen capture Plan At least 1 month upfront Recruit (target) users and conduct You get Report, 1-2 weeks later Improvements in design and retest within 1 week Tradit. usability tests User checks
- 25. userneeds! @anous The findings, issues 5 Evaluate Findings • Collect Findings • Prioritize issues to be solved: prioritize from the business/user goals perspective, rate them Do this with thewhole team
- 26. userneeds! @anous Design improvements 5 Evaluate Findings • Improvements on every level, note down (labeling, content, categorization, visual assets, interaction, concept, flow, persuasion) > but keep the business/user goals perspective in mind (focus)! • Prioritize by Impact & Effort (matrix) or dot-vote Choose improvement(s) to be re-tested Do this with thewhole team
- 27. userneeds! @anous Impact & Effort matrix Impact: creates high/low value for users effort: high/low effort in terms of time, knowledge, tools, people… Source: http://www.innovationgames.com/impact-effort-matrix/ Do this with the whole team incl. decision makers!
- 28. userneeds! @anous Prepare to retest 6" Hypothesis and improve Improve the design Set up the hypothesis (or more than one) We believe that [this statement is true (e.g adding social proof, better labeling, visual cues… will…)] We will know we are right/wrong when we have the following result [quantitative feedback; qualitative feedback; KPI;…}
- 29. userneeds! @anous Nothing is more important than people. ...having that passion and drive and conviction that your product is genuinely going to make people’s lives better. Ann Francke, CEO of the Chartered Management Institute
- 30. userneeds! @anous powerful! agile usability testing with user checks
- 31. userneeds! @anous What do you take along?! !
Notes de l'éditeur
- Blind spots Seeing is believing You can’t possibly predict/find/be aware of all the issues
- Getting to empathy, a key function of user testing Empathy=The ability to see an experience through another person’s eyes. Usability testing enables you to really see what moves your users Throughout my experience as an interaction designer I think there’s one step that makes a huge difference in creating a really relevant, effective and delightful user interface. Usability testing enables you to really see, hear and find out what moves your user. Empathy is a gateway to better and sometimes surprising insights that can help distinguish your idea or approach: to get to a better deign It gets your ego out of the way. Getting to empathy, a key function of user testing Definitie Voorbeeld, huilen
- Het is het testen van wat> er is een probleem, heel veel zelfs, maar waarom?! To Focused, dead end journey, not really knowing… je ziet de grotere context niet Humans are inpredictable… no matter how neuroscience is trying to pin it down Mensen zijn onvoorspelbaar… hoe neurowetenschappers dat ook proberen vast te pinnen Testing is a qualitative type of research which serves as a great compliment to quantitative research & testing tools like market survey, web traffic analytics, A/B testing & multivariate testing Bijv. ‘Bereken uw kosten’ –link > In een button, groter Terwijl de gebruikers er niet op klikken omdat ze het te snel vinden, ze verwachten er gelijk te moeten afrekenen, zijn daar nog niet aan toe. > Een wijziging van lable/tekst in bijv. ‘Lees wat het u oplevert’
- Remote tracking: Camtasia, usabilla, User zoom, Loop11 Userzoom, Usertesting.com, Userlytics, TryMyUI,,
- Lab is duur, heeft niet iedereen Eye tracking, ook duur Snelheid en vaker kunnen doen is key http://www.slideshare.net/johnwhalen/guerrilla-usability-testing Arjanne vertelt
- http://uxpajournal.org/wp-content/uploads/pdf/JUS_Romano_Bergstrom_November_2011.pdf In iterative testing, a usability test is conducted with a preliminary version of a product; changes are made based on findings from that study; another round of testing occurs, perhaps with a slightly higher-fidelity product; changes are again made based on results from testing, and another round of testing occurs, and so on, until the usability goals are achieved or until a critical development deadline is reached (Mandel, 1997). In actual experience, however, practitioners and project managers often find that limited resources, such as time and money, management and developer resistance, and meeting the logistical requirements of multiple tests do not permit iterative testing and that the best they can do is conduct one usability test. Our experience shows that conducting iterative testing is worthwhile, and the benefits of iterative testing can be realized, even when challenges arise.
- Agile usability testing, specifieker zoals ik het toepas; user checks, houd het dichtbij, op locatie van gebruiker idealiter, zonder dure apparatuur, in een lab of uitgebreide registraties Hertest: Test in minimal 2 rondes, kort op elkaar, met 1 of meerdere dagen er tussen. Voer de belangrijkste verbetering(en) door na ronde 1 (met 2 a 3 gebruikers), test in de 2e ronde met dezelfde testopzet en 2 a 3 andere eindgebruikers
- Dit gaan wij nu binnen een paar uur doen… uitdaging
- Groep in 3 –en 10 min groeperen findings + Groeperen improvements 10 min plenair
- Start with paper prototypes, before any hard coding has been made, so developers can get on-board with the design-test-refine process. Plan to include some tasks that can be repeated in all of the iterations so that the team has a measure of progress as they proceed.
- For me, nothing is more important than people. Is entrepreneurship just about making money, asked an audience member? Not necessarily, said Francke. “Obviously, if you want to build the sustainable value which a business needs to be profitable. But what I do think is undervalued is that businesses have a purpose beyond making money. It’s about creating jobs, enhancing communities. “risk-taking on behalf of the consumer” – having that passion and drive and conviction that your product is genuinely going to make people’s lives better.