Get Going with Users WhatUsersDo Workshop 11 Dec 2014

#users1st
Getting Going with Users
11 Dec 2014
Haymarket Hotel,
London

#users1st
Agenda
 10:00 Introductions & Rules
 Why are we’re here & why remote UX?
 Getting started [includes coffee break]
 12:00 Lunch
 Platform Demo & Presenting Results
 Explore different Types of Research
 Get going & the Silver Bullet KPI
 14:00 Home

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Rules
Please Tweet
Please abide by Chatham House rules
Interrupt – it’s a Workshop not a presentation
Pretty please complete the post event survey
Toilets

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Introductions
Lee Duddell
Founder & Director of UX
@LDuddell
Peter W Szabo
Head of UX
@WSZP
Georgia Rakusen
Senior Account Manager
@G_Rak

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Why are you here?
 Name
 Job title and company
 Why are you really here?

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What barriers do you face?

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Watch the example video clip on the next
slide to see how not supporting pinch and
zoom was the reason for the drop in
conversions after following best practice
(implementing a responsive design).

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Observation that’s in the moment with
spoken reactions in users’ natural
environment

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Why this (and not something else)?

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Understand Digital Experiences

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Over to Peter for Getting Started

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During the workshop you will:
• Define goals
• Design a test
• Analysing it

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Turning Business Objectives into
Research Objectives
• Decrease the shopping cart abandonment rate 
• Identify the conversion killers during the end-to-end
journeys, focusing on the shopping cart as journey
landmark.

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We think in credits

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The right number of participants

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Who to test with?
• Panel segmentation, Pre Qualifying Question and
Private Panel
• The pitfall of personas

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Tasks
• Should set a scenario
• Should be completed within 20 minutes

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Meta tasks
• Start the screen recorder and click on the displayed
link. (Please make sure you follow every instruction and
talk through your experience while you provide us with
your opinions. Remember, we are testing the site, not
you.)
• This concludes our test, thank you for your participation.
You can now stop the screen recorder.

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1. Open a new browser window and search for at least two home insurance quotes, as you
normally would.
2. Compare them, and tell us, which one do you prefer, and why?
3. If they were exactly the same price, would that change your preference?

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1. Without thinking too much, say what three words come to mind about [airline name]?
2. What comes to your mind when you look at this page?
3. Would you give your credit card details if requested by this page? (You will not have to
during this test, but we are interested if you would do so in real life.)
4. Where would you click first on this page?
5. Imagine that you have to fly to the United Kingdom in February 2015. Find a flight. (Spend
no more then 5 minutes on this task.)
6. Book the flight. Proceed as far as you can, but stop before entering payment details. (You
can use fake data, if you are not confortable with providing your personal details.)
7. Book a hotel room for the duration of your stay in the UK. (Choose a city you would
genuinely want to visit.)
8. If you had a magic wand how would you improve our website? Thank you – you can
stop the screen recorder.

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1. Without thinking too much, say what three words come to mind about
2. Have you had any problems with *** in the past? If yes, how did you solved it? Have you
contacted the support by phone or used the website to find a solution?
3. Imagine that you have ordered "Flowers in 3 Hours" from *** and they were not delivered.
You ordered them more then 3 hours ago, before 3PM. How would you solve this problem.
Try to solve this problem, do as much as you can on our website, as you normally would.
(Spend no more then 5 minutes on this task. Please tell us, if/when would you give up
using the site and call support.)
4. Imagine that you have ordered two All Flower Bouquets and only one of them arrived. Use
http://***/contact-us to solve this problem.
5. Open a new tab in your browser and enter http://***/contact-us Imagine that now (totally
unrelated to the previous orders) you have ordered Pink Radiance Hand-tied Bouquet.
They arrived, but the pink Oriental lilies were in a terrible state, some petals clearly missing
or in a very rugged state. Try to solve this issue using the contact form.
6. If you had a magic wand how would you improve our contact form?

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Enjoy your coffee
• (And write a task list)

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1. What do you expect to buy in an online pharmacy. Do you prefer online or offline
pharmacies? Why? Which online pharmacy site you visit most often, if any?
2. Enter this URL into your browser: http://goo.gl/*** What comes to your mind when you look
at this page?
3. Where would you click first on this page?
4. Find a gift you would genuinely buy for your partner or a family member. Add it to the
shopping cart.
5. Use the search bar to find another gift. Add it to the shopping cart.
6. Without using the search bar find a toothbrush for yourself. Add it to the shopping cart.
7. View your cart, then remove one of the gift items from it. (You should leave the toothbrush
in the cart.)
8. Proceed to buy the remaining items, but please stop before entering credit card details.
Please comment on the delivery options. Tell us what do you think what "Click & Collect"
is, and what do you think of it?

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9. Imagine that you went through the checkout, and the items have arrived, but when you
opened the toothbrush's packaging, you have found out that it was broken. How would you
return it? Do as much as you can on our website. Please read our returns policy and tell us
how does that affect your confidence in purchasing from the site.
10. If you had a magic wand how would you improve our website?

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Exit question

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whatUXanalystsdo?

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Summary
• We have:
• Defined goals
• Learned about panel segmentation
• Created a task-list for the tests
• Learned what our UX Analysts do

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Over to Georgia for working with and
presenting Results

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Different Types of Research
 Improving Menus
 Competitor Benchmarking
 How Users Search
 Manage your Design Agency
 Prototype Benchmarking
 Any others you’d like to discuss!

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Menus – use Card Sorting (see video
clip on next slide)

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Competitor benchmarking
 Your site and some others
 Same task on each
 Change the order to prevent bias
 It’s not about an overall winner, but what works best on each one

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How Users Search
 Start with an empty browser
 Broad task – visiting any and many sites
 Insight to improve:
 SEO
 PPC
 Landing pages
 Third party site content e.g. comparison sites, Trip Advisor

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Leading Smartphone Brand
• Need evidence to challenge KPIs for brand’s site
• User research – 50 users across UK, FR, IT
• Explored how a user researches their next smartphone
• Identified common user behaviour
• Able to challenge senior management assumptions

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Test parameters
Use of review sites
User-generated reviews
 50 users
 3 countries (native language)

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• USER RESEARCH into the way UK citizens access government
digital services
• 150 users, 3 key scenarios

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12% visit Non-Gov sites because:
• PPC adverts
• Use of .org in URLs
• No Gov search results in organic search
• Reference to official bodies, e.g. DSA
• Possible the user did not relate booking a driving test as
Government-related
• Ease of use of 3rd party sites

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Managing your agency
• Transformation Project – Web Futures
• Full service agency
• WUD ensures design is focussed on users, not designers
• Ongoing analysis of the Web Futures project
• Reviewing agency output on pre-live & staging
• Profiling of recent fliers and VA bookers
• Increased confidence in SIGNING OFF AGENCY WORK
• UX testing now embedded in project cycle

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Prototype benchmarking
• 4 new bill variants (the 5th won)
• New bill variants benchmarked with old
• 40 profiled participants tested
• All participants gave task based feedback
• Verbalised scoring metrics
• Each specifies a preference
• Qualitative feedback added the layer
that data did not

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Let’s Go!
 ROI: AO.com Case Study
 Use a video to show it’s common sense
 Run a trial project to handle objections and prove value

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1. ROI = AO.com
 9.5% Sales increase
 33% decrease in customer support calls
 11% growth in customer reviews
 Spending less than £19k p/a

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2. Use a video clip (of your site)

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3. Run a trial project to handle
objections and to start small

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For competitive advantage and true
customer engagement a combination
of analytics, best practice and good
old fashioned guesswork is no longer
enough.

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Today’s successful digital
professionals use insight from their
direct and unfiltered exposure to
customers’ real-time experiences to
drive decisions.

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User Exposure is the most important
KPI*
*and a silver bullet!

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I hope we’ve
 Shared the barriers we face
 Understood the power of observing users
 De-mystified designing, running and analysing tests
 Learned about presenting results
 Identified what can be tested
 How to get going

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What next?
 Survey (please)
 Resources email:
 Access to the slide decks
 Handouts
 Links to more Case Studies
 An offer

#users1st
“Shut up & listen to users.”
-- Jakob Nielsen

Get Going with Users WhatUsersDo Workshop 11 Dec 2014

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Get Going with Users WhatUsersDo Workshop 11 Dec 2014

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