1. 1Justyna Berzowska
UX Testing for Beginners:
Tools, tests and tricks for optimizing your site
WordCamp Vancouver / August 2016
2. 2Justyna Berzowska
User research vs. market research
Deliver: recommend changes based on results
UX Testing
Goals
Hypothesis
Questions
Plan
Run
Adapt?
Conduct
Trends
Issues
The unexpected
Analyze
Number
Type
Gift Cards
Recruit
3. 3Justyna Berzowska
1. Identifying goals
2. Identifying key user tasks
3. Asking questions
4. Where are you now?
5. How is your navigation
performing?
6. What will people think of your
new design?
7. How will a change perform?
What will
this talk cover?
5. 5Justyna Berzowska
To start, you need to know what your site is trying to
do.
A website has many different kinds of goals:
- Sales objectives
- Communication objectives
- Technical objectives
- Maintenance objectives
- User objectives
… how do we bring them together?
1 - Identifying goals / Intro
6. 6Justyna Berzowska
Using data from
- Analytics
- Client workshops
- Stakeholder interviews
- User interviews & tests
1 - Identifying goals / Gather data
7. 7Justyna Berzowska
Using data from
- Analytics
- Client workshops
- Stakeholder interviews
- User interviews & tests
You can map out
- Project goals & pillars
- Core strategy statement
- User goals, signals & metrics
1 - Identifying goals / Synthesize
8. 8Justyna Berzowska
1 - Identifying goals / HEART Framework
Category What It Measures
Happiness User attitudes as they use the website
Engagement Level of interaction with key features
Adoption Number of users who commit to a product offer
Retention Rate of sustained engagement with the website
over time
Task Success Users’ ability to complete the task they came for
9. 9Justyna Berzowska
Here’s an example from Higher Ed:
Engagement Goal:
Users feel welcome and part of the community
Signal:
Content subscriptions increase (news, etc)
Interest in studying at the school increase
Metric:
Increase in subscriptions to the main newsletter
20% increase in requests for a prospectus
Increase in online contact requests for the Study Team
1 - Identifying goals / Goals, Signals & Metrics
11. 11Justyna Berzowska
At a university, these might be...
● Prospective students
● Current students
● Faculty
● Staff, including staff who work remotely
● Donors & funders
● Research partners
2 - Identifying key user tasks / User Groups
12. 12Justyna Berzowska
1. Applying for a program
2. Finding out about funding and scholarships
3. Finding research opportunities and careers
4. Preparing to attend the school
5. Making a donation
2 - Identifying key user tasks / User Tasks
13. 13Justyna Berzowska
Task
Finding research opportunities and careers
Scenario #1
You have heard that the school is hiring in your field and
would like to see the job description. Where would you
expect to find a listing of job opportunities?
2 - Identifying key user tasks / User Scenarios
16. 16Justyna Berzowska
● Measuring the current state: where are you now?
● Setting benchmarks: e.g. how is your navigation performing?
● Validating changes to your designs:
○ What will people think?
○ How will a change perform?
3 - Asking questions / What do you want to know?
25. 25Justyna Berzowska
● Feedback
○ Front line staff
■ What questions is your front line staff getting?
● Sales
● Support
● Admissions
4 - Where are you now / Feedback
27. 27Justyna Berzowska
● Surveys -
○ SurveyMonkey, Google, etc.
○ Survey recruitment tools - ethn.io
4 - Where are you now / Feedback
28. 28Justyna Berzowska
● Studies
○ In person, with tasks
○ Over google hangouts/skype, with tasks
○ Using a testing tool, with tasks
4 - Where are you now / Studies
30. 30Justyna Berzowska
● Checking the top level:
○ First Click
● Checking your key tasks:
○ Tree studies
● Understanding how your users are grouping things:
○ Card Sorts
■ Open card sorts - group and name
■ Closed card sorts - sort into pre-set bins
5 - How is your navigation performing / Intro
31. 31Justyna Berzowska
● First Click (Usability Hub):
○ Upload a design
○ Ask a question: Where would you click to view job openings?
○ Results as a heatmap or clicks
5 - How is your navigation performing / First Click
40. 40Justyna Berzowska
● Validating changes to your designs:
○ What will people think?
■ First impressions
■ Preference
■ General questions
6 - What will people think / Intro
