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Team Synchronicity in an Iterative Design Process

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Slides from the TryMyUI #ourUXflow webinar on July 23, 2015, about how to reach team synchronicity in an iterative UX design process. Ritvij Gautam, CEO of TryMyUI, and Jennifer Romano Bergstrom, UX Researcher at Facebook, shared insights on iterative UX and how to create an efficient team workflow.

Every product team member needs (and sees) different things from the UX data. Together, UX Researchers, Stakeholders, UI/UX Designers, and Developers can collaborate in the research cycle to better inform the design process and expedite the analysis and implementation of findings.

Watch the full video recording of Rit and Jen's conversation on YouTube at: https://www.youtube.com/watch?v=syIhAYFIO8M

Read the follow-up Q&A session from the presentation on our blog at: http://blog.trymyui.com/2015/12/data-is-useless-webinar-qa/

"Everyone has seen a usability report before that's like, 'Half of the users liked this version, half of the users liked that version.' And that's where it stops. What we're really trying to tell you today is to think beyond that. What does it mean? What's the impact on the user? What's the impact on the business? How can we work around this pain point?"

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Team Synchronicity in an Iterative Design Process

  1. 1. Team Synchronicity in an Iterative Design Process July 23, 2015 | 11:00 am PDT TryMyUI webinar #ourUXflow @romanocog @trymyUI Jen Romano-Bergstrom UX Researcher | Facebook Marketing Director | UXPA jenrb@fb.com Ritvij Gautam CEO & Co-Founder | TryMyUI ritvij@trymyui.com
  2. 2. Iterative Usability Testing 2 Iterative Process Throughout Development #ourUXflow @romanocog @trymyUI
  3. 3. Iterative Usability Testing 3 Iterative Process Throughout Development Benchmark #ourUXflow @romanocog @trymyUI
  4. 4. Who is involved 4 SATQ Items Other materials Debriefing Reports . . . . . . . “Make it a spectator sport” @skrug Project Managers UX Designers Executives Engineers Researchers #ourUXflow @romanocog @trymyUI
  5. 5. Why people do not conduct iterative testing 5 • “There is no time.” • “We don’t have a budget.” • “That’s way too many people to coordinate.” • “I can’t recruit representative users quickly.” • “We don’t have a lab.” #ourUXflow @romanocog @trymyUI
  6. 6. Benefits of Unmoderated Remote Testing 6 • No moderator bias • No coaching1,2 • Participants in natural environment • Hard to reach participants • Lots of data quickly • Data from many cities, states, countries • No travel costs 1. Olmsted-Hawala, E. L. & Romano Bergstrom, J. C. (2012). Think-aloud protocols. Does age make a difference? Proceedings from the Society for Technical Communication Summit, May 2012, Chicago, IL. 2. Olmsted-Hawala, E. L., Murphy, E. D., Hawala, S., & Ashenfelter, K. T. (2010). Think-aloud protocols: A comparison of three think-aloud protocols for use in testing data-dissemination web sites for usability. Proceedings from CHI, April 2010, Atlanta, GA. Higher accuracy and satisfaction when moderators “coach.” #ourUXflow @romanocog @trymyUI
  7. 7. 7 Qualitative Quantitative Self-Report Satisfaction and knowledge questionnaires YES YES Verbal think aloud YES NO Moderator follow up NO NO Observational Time on page/task NO YES Selection/click behavior YES YES Success/fail rate NO YES Conversion rate YES YES Implicit Verbalization analysis YES YES Eye tracking YES YES #ourUXflow @romanocog @trymyUIUnmoderated Remote UX Data
  8. 8. Iterative Process – example timeline Product Overhaul 8 Task development Iteration 1 testing: 6 days N=7 Iteration 1 findings and recommendations presented to design team: 13 days later 9.8.08 10.23.08 11.10.08 Meeting with design team: 13 days later Iteration 2 testing: 1 month N=14 12.12.08 6.23.09 Iteration 2 findings and recommendations presented to design team: 8 days later 7.31.09 Meeting with design team: 2 weeks later 8.12.09 Iteration 3: Novice users testing: 8 days N=9 9.09.09 Iteration 3: Novice users findings and recommendations presented to design team: 8 days later Meeting with design team: 2 weeks later 10.08.09 9.25.09 Iteration 3: Expert users testing: 3 days N=4 10.14.09 #ourUXflow @romanocog @trymyUI Romano Bergstrom, J. C., Olmsted-Hawala, E. L., Chen, J. M., & Murphy, E. D. (2011). Conducting iterative usability testing on a Web site: Challenges and benefits. Journal of Usability Studies, 7, 9-30.
  9. 9. 9 Task development Iteration 1 testing: 6 days N=7 Iteration 1 findings and recommendations presented to design team: 13 days later 9.8.08 10.23.08 11.10.08 Meeting with design team: 13 days later Iteration 2 testing: 1 month N=14 12.12.08 6.23.09 Iteration 2 findings and recommendations presented to design team: 8 days later 7.31.09 Meeting with design team: 2 weeks later 8.12.09 Iteration 3: Novice users testing: 8 days N=9 9.09.09 Iteration 3: Novice users findings and recommendations presented to design team: 8 days later Meeting with design team: 2 weeks later 10.08.09 9.25.09 Iteration 3: Expert users testing: 3 days N=4 10.14.09 #ourUXflow @romanocog @trymyUI Romano Bergstrom, J. C., Olmsted-Hawala, E. L., Chen, J. M., & Murphy, E. D. (2011). Conducting iterative usability testing on a Web site: Challenges and benefits. Journal of Usability Studies, 7, 9-30. Iterative Process – example timeline Product Overhaul
  10. 10. 10 • One morning a month with 3 users (Krug) • 12 people in 2 days (Lebson & Romano Bergstrom) • 16 people in 3 days (Patel & Romano Bergstrom) #ourUXflow @romanocog @trymyUI Iterative Process – example timeline Product Overhaul
  11. 11. Iterative Process – example timeline Unmoderated Remote Testing 11 • Thousands of people in one day • From different cities • Test different designs • Team is free to work on different things and assess data as it comes in #ourUXflow @romanocog @trymyUI
  12. 12. A Typical UX Research Process 12 Data Collection: ● Create structured user flows for your website and have users navigate through them ● Get video/audio recordings and written responses to questions (PRIMARY RAW DATA) ● Additional data like SUS & SEQ, click streams, & heat-maps (AUXILIARY RAW DATA) Data Analytics ● User researchers watch the videos and create notes of pain points. ● Share notes with the team -- they too watch the videos and add notes of their own. ● Collate the data, present a list of actionables to the Stakeholder/Client, explain why the changes are necessary. ● Relay the changes and desired impact to the Dev team with relevant data. ITERATE... #ourUXflow @romanocog @trymyUI
  13. 13. Challenges 13 ● Data != Insights ● Covering the different takeaways from the results for the different team members. ● Getting people “in on the loop” & “on the same page”, so that they can “circle back around” to “re-interpret data” ● Getting all of this done in time for the next build! #ourUXflow @romanocog @trymyUI
  14. 14. Data Analytics 14 ● In doing UX research, we often get carried away with the data collection process. In fact there is a terrible pre-conceived notion that usability testing is purely a data collection activity. ● We can collect primary & auxiliary raw usability data, but if we do not establish an analytical methodology that drives the way we extract insights from them, we are simply wasting time. ● The auxiliary data should help you identify patterns and trends in the primary data, but what you need is a tool that will help you analyze and interpret it all. #ourUXflow @romanocog @trymyUI “Big data is not about the data.” -Gary King, Harvard University
  15. 15. Example Auxiliary Data 15 #ourUXflow @romanocog @trymyUI
  16. 16. Time Sensitivity 16 ● The more tools/vendors/platforms used to manage the data, the more unwieldy the analytical process. ● The more isolated the team members’ respective analysis, the more disjointed the analytical process. ● Analysis that could take a week often takes twice or thrice the amount of time because of gaps in communication and the time wasted in between meetings and follow ups. #ourUXflow @romanocog @trymyUI “The ultimate inspiration is the deadline.” - Nolan Bushnell, Founder of Atari
  17. 17. Team Synchronicity 17 ● Usability testing data is relevant to your team members in different ways. ● They all need something from it, they view it through different lenses, and they draw different insights from it. ● Aggregation of these insights will lead us to the treasure we seek! #ourUXflow @romanocog @trymyUI
  18. 18. Team Synchronicity: UX Researcher 18 #ourUXflow @romanocog @trymyUI It falls to the UX Researcher to watch all of the results and identify key findings, judge what is important and what isn’t, and then persuasively communicate these to decision makers. To achieve his or her goals, therefore, what the UX Researcher really needs is a way to easily pinpoint and reference critical, demonstrative moments in the results to back up their arguments and justify making changes to the design. UX Researcher Decision Maker UI/UX Designer Developer
  19. 19. Team Synchronicity: Decision Maker 19 #ourUXflow @romanocog @trymyUI The Decision Maker’s objective, on the other hand, is to make an informed decision about the direction of the product roadmap and which issues will be prioritized over others, based on the topline analysis of what the pain points are. What the Decision Maker needs to achieve their goals is an efficient means of knowing and understanding the issues, and seeing the evidence needed to green-light changes. UX Researcher Decision Maker UI/UX Designer Developer
  20. 20. 20 #ourUXflow @romanocog @trymyUI The goal of the Designer, for their part, is to see why particular design elements work or do not work, and then use that information to create new solutions based on real user behavior. For the Designer to achieve his or her goals, they need to be able to directly access the results and witness users interacting with the product at key junctures and hear their thoughts and reactions when they run into walls. Team Synchronicity: UI/UX Designer UX Researcher Decision Maker UI/UX Designer Developer
  21. 21. Team Synchronicity: Developer 21 #ourUXflow @romanocog @trymyUI The Developer’s role is to determine how & where in the usability test (and the production code) a functionality issue arises. They need to see the actions leading up to it so that they can replicate it, identify it and solve it. For the Developer to achieve his or her goals, they need to be able to see the user’s actions leading up to an error and also see which aspects of recurring user behaviour will dictate the way interactive elements are coded. UX Researcher Decision Maker UI/UX Designer Developer
  22. 22. Why do we need to collaborate? 22 It is all about bettering the UX of Usability Testing: ● Collaboration is inevitable. The data/data-derivatives will have to reach all members of the team at some point. So why not optimize our workflow for it? ● Valuable insights with less organziational inefficiency. ● Increase: o Relevance of data o How many insights each unit of data yields ● Decrease: o Time taken to deliver & implement the suggestions for change o Entropy and miscommunication within the team #ourUXflow @romanocog @trymyUI
  23. 23. Why do we need to collaborate? 23 It is all about bettering the UX of Usability Testing: ● Collaboration is inevitable. The data will have to reach all members of the team at some point. So why not optimize our workflow for it? ● Valuable insights with less back and forth ● Increase: o Relevance of data o How many insights each unit of data yields ● Decrease: o Time taken to deliver & implement the suggestions for change o Entropy and miscommunication within the team #ourUXflow @romanocog @trymyUI
  24. 24. Why do we need to collaborate? 24 #ourUXflow @romanocog @trymyUI
  25. 25. Why do we need to collaborate? 25 #ourUXflow @romanocog @trymyUI
  26. 26. Why do we need to collaborate? 26 #ourUXflow @romanocog @trymyUI
  27. 27. Why do we need to collaborate? 27 #ourUXflow @romanocog @trymyUI
  28. 28. Why do we need to collaborate? 28 #ourUXflow @romanocog @trymyUI
  29. 29. Team Synchronicity in an Iterative Design Process July 23, 2015 | 11:00 am PDT TryMyUI webinar #ourUXflow @romanocog @trymyUI Jen Romano-Bergstrom UX Researcher | Facebook Marketing Director | UXPA jenrb@fb.com romanocog.com Ritvij Gautam CEO & Co-Founder | TryMyUI ritvij@trymyui.com Blog.trymyui.com Trymyui.com/webinar

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