3 Methods to Master Agile UX Testing | UserZoom Webinar

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Webinar: 3 Methods to Master Agile UX Testing
Presented by: Ann Rochanayon,
Senior Director of UX/CX Research, UserZoom

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Rapidly Test Usability & Measure UX
UserZoom is the All-in-One UX Research Platform for the Data-Driven Enterprise

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•  Chat box is available if you have any questions!
•  Look out for a quick poll question!
•  There will be time for Q&A at the end!
•  We will be recording the webinar for future viewing!
•  All attendees will receive a copy of the slides/recording!
•  Continue the discussion using #UZWebinar!
Quick Housekeeping
3 Methods to Master Agile UX Testing!

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Ann Rochanayon  
Sr. Director UX/CX Research 
UserZoom
Meet Your Speaker
Continue the discussion using #UZWebinar

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Agenda
•  What is Agile?!
•  UX Research Challenges in Agile!
•  3 Methods to Master Agile UX Testing!
•  Tips for UX Testing in Agile Development!
•  Questions!

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What is Agile?
•  Lightweight, iterative approach to
software development that builds
software incrementally as opposed
to delivering it all at once at the end!
!
•  An alternative to Waterfall
development or traditional,
sequential development!

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Agile vs. Waterfall
Source: http://www.business-software.com/blog/waterfall-vs-agile-development-differ-matters/

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Beneﬁts of Agile Development
Allows for
change
Better risk
management
Improved
quality
Increased
collaboration
Better
visibility and
transparency

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UX Challenges in Agile Development
•  Agile is a framework for software development 
•  Does not necessarily take UX into account 
•  Speed, not enough time for ‘formal usability testing’ 
•  May not have minimum viable product to test 
•  Designers may focus on immediate needs within user stories, neglect bigger picture

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Addressing UX Challenges in Agile
•  Utilize remote testing techniques 
•  Run quick, iterative tests 
•  Copy prior studies, update and rerun 
•  Use real-time automated reporting 
•  Determine UX metrics to measure and
benchmark the user experience 
•  Observe how design changes impact
UX Agile metrics

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Quick Poll

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3 Methods for Agile UX Testing
Screenshot Click Test Tree Test Task-based Testing

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Method 1: Screenshot Click Testing

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UX Research Needs in Agile
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Top Agile UX Pain-Points Top UX Testing Methods
Design – Which design has the best conversion? A/B test with screenshot click testing or task-based
testing
Image / Ad testing – Which image / ad do users prefer? A/B test with screenshot click testing or task-based
testing
Attention – What grabs users’ attention? Screenshot click test
Navigation optimization – Can users efficiently find content? Screenshot click test, tree test, task-based testing,
card sorting
Usability – Can users complete key tasks on the site? Task-based testing
Nomenclature / Terminology: Do users understand the
terminology / naming used on the site?
Tree testing
Information architecture – How do users expect to find
information? How should content be organized on the site?
Tree test, card sorting
Brand impression – How do users feel about the brand? Timeout testing, screenshot click testing, task-
based testing

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•  Determine findability of content
•  Find out where users click first
•  Evaluate first impressions
•  Understand what grabs their attention
•  Uncover UI flaws
•  Conduct A/B testing with two or more designs

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Method 1: Screenshot Click Testing Metrics
•  Success Rates
•  First click testing – Difficulty
o  How difficult or easy was it to find where to click on the site to find
information about _________?
•  First click testing – Confidence
o  How confident were you that you clicked the correct area to find
_______?
•  First impression – Emotional response, overall impression
o  What 3 words would you use to describe the page to a friend?
o  What is your impression of the page?

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Method 1: Screenshot Click Testing Metrics
•  Attention
§  Which area of the page ﬁrst grabbed your attention?
•  A/B Testing – Comparison / Preference
§  Which homepage do you prefer?
§  Which version of the product details page best presented the product features?
§  Which version best presented clickable links?
•  Include images of the screenshots in the question to aid with recall
•  Give the versions neutral name; avoid old vs. new or names that imply order
•  Ask follow-up questions to understand why
•  Include a “No Preference” or “None of the above” option
Tips for Preference Questions

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Method 1: Screenshot Click Test Results
Click Effectiveness / Click Success Rates

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Heatmaps

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Areas Clicked

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Method 2: Tree Testing

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!
testing
testing
card sorting
Tree testing
based testing

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•  Test information architecture or navigation
without visual cues, distractions, and
search 
•  Measure the effectiveness of a site
structure 
•  Evaluate the ﬁndability of content 
•  Determine how to organize content

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Method 2: Tree Testing Metrics
•  Success rate - % of participants who successfully select the right item from
the navigation tree
•  Efficiency – Success after one attempt vs. multiple attempts
•  Time – Amount of time spent determining which item to select
•  Confidence
§  How confident were you that you selected the right item?
•  Ease of use
§  How difficult or easy was it to determine where you would click to find _____?

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Method 2: Tree Test Results
% Clicked
% Selected
User Clicks

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Click Effectiveness / Success Rates, Time

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Click Summary

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Method 3: Task-Based Testing

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!
testing
testing
card sorting
Tree testing
based testing

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•  Test navigation, design
•  Test wireframe w/ hotspots, low ﬁdelity prototypes
§  Enable links users are likely to click to track clickstreams
§  Must be hosted and web accessible
•  Test user stories or tasks

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Method 3: Task-Based Testing Metrics
•  Task completion / success – Defined by researcher
•  Task efficiency – Time on task, Unique page views, # of clicks
•  Task Difficulty / Ease of use
§  How difficult or easy was it to customize a _______?
•  Satisfaction
§  Based on your experience with the prototype, how satisfied were you with the process of
customizing _______?
•  Conversion
§  How likely are you to purchase from this site?

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Method 3: Task-Based Testing Results
Quantitative: Task Effectiveness (Task Success)

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Quantitative: Task Efficiency (Number of Clicks, unique page views, time on task

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Quantitative: Rating scales, Net Promoter Score (NPS)

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Qualitative: Open-ended Questions

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Qualitative: Videos of participants’ screens with video and/or audio

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Behavioral: Heatmaps

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Behavioral: Clickstreams

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•  Shop Direct – UK’s leading multi-brand digital
retailer with annual sales of £ 1.7 billion
•  Challenge: Lab-based research indicated that
customers were annoyed with the checkout process
•  Goal: Make checkout easier and improve
conversion
•  Solution: Conducted a series of remote task-based
studies A/B testing two different HTML prototype
designs
•  Results: Identiﬁed and resolved 54 usability issues
prior to release. Increased conversion by 5.7%.
Method 3: Case Study – Task-Based Testing

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Other Methods
•  Card Sorting
•  Understand users’ mental models for grouping content
•  Use to inform site’s information architecture
•  Timeout Testing / 5 Second Test
•  Learn how users feel about your webpage design
•  Gain insight into their emotional response
•  Determine if they understand the value proposition

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Tips for Agile UX Testing

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•  Include a UX professional as part of the agile team
•  Research should be conducted 1 or 2 sprints ahead of development
•  Consider setting up a parallel track for UX

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Source: http://uxmag.com/articles/the-rite-way-to-prototype
•  Consider using RITE  
(Rapid Iterative Testing and Evaluation) 
•  Don’t need high ﬁdelity prototype or
working code 
•  Use low ﬁdelity prototype, “paper
prototypes”, PowerPoint mockups,
Simple black and white wireframes with
HTML

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•  Have a recruitment plan
§  Consider utilizing customer list, customer council / online community, private
panel of users, or outside panel
•  Take advantage of online reporting / data visualization

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Additional Resources
!
•  Webinars
•  How to Integrate UX into an Agile Environment
http://info.userzoom.com/integrate-agile-ux.html?source=Website&llr=resources&medium=&olr=resources
Dean T. Barker, Sr. Director of User Experience at Optum
•  How to Master UX Testing in an Agile Design Process
http://info.userzoom.com/how-to-master-ux-testing-in-an-agile-design-process-webinar.html?
source=Website&olr=resources&llr=resources
Jon Innes, ‘The Agile UX GURU’ at UX Innovation LLC
Jeff Sauro, ‘The UX Measurement MASTER’ at Measuring Usability
•  Formative Usability Testing in Agile: Piloting New Techniques at Autodesk
http://info.userzoom.com/formative-usability-testing-webinar.html?
source=Website&olr=resources&llr=resources
Eunice Chang, Sr. Principal User Researcher at Autodesk
Olivia Williamson, Principal User Experience Designer at Autodesk

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Additional Resources
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•  Articles
•  Waterfall to Agile UX: How Autodesk Made the Switch
http://www.userzoom.com/agile-ux-research-and-testing/waterfall-to-agile-ux-how-autodesk-made-the-switch/
•  How Shop Direct Improved their Conversion Rates with UserZoom
•  http://www.userzoom.com/successstory/shop-direct/
•  Dispelling 4 Common Agile UX Myths
http://www.userzoom.com/agile-ux-research-and-testing/dispelling-4-common-agile-ux-myths/
Jen Kirschniok, Digital Experience Expert UserZoom
•  Agile & Remote Usability Testing: A Love Story
http://www.userzoom.com/agile-ux-research-and-testing/agile-remote-usability-testing-a-love-story/
•  12 Best Practices for UX in an Agile Environment, Part 1 and 2
http://www.uie.com/articles/best_practices/, https://www.uie.com/articles/best_practices_part2/
Jeff Patton, AgileProductDesign.com
•  eBook
•  The Essential Guide to Integrating User Experience and Usability Testing in Agile
http://info.userzoom.com/agile-user-experience-guide.html?source=website&olr=resources&llr=resources
Dean T. Barker, Sr. Director of User Experience at Optum
Jon Innes, ‘The Agile UX GURU’ at UX Innovation LLC
Jeff Sauro, ‘The UX Measurement MASTER’ at Measuring Usability
Eunice Chang, Sr. Principal User Researcher at Autodesk
Olivia Williamson, Principal User Experience Designer at Autodesk

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Questions
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