We are often asked to outline the benefits of certain user research, engagement and testing techniques, not only from a project cost and schedule perspective but also because some people feel too much user involvement can derail plans, change specifications and lead to competing views or negative feedback. In an update to last year's talk, Justin will look at simple, cost-effective and enjoyable techniques used to engage users. He will show examples of tools and techniques Sigma has employed for our most recent projects ranging in size, complexity and budget and present new insights particularly with regard to analysing your findings. GET IN TOUCH WITH SIGMA This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/. Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications. If you think we can help you call us on 01625 427718 or email hello@wearesigma.com.

1. ONE SIZE DOES NOT FIT ALL
The latest user testing techniques for all budgets
Justin Darley
Head of Training and
Content Services
Sigma UK #campdigital
@just_ux

2. What is User Experience (UX)?
“a person’s perceptions and
responses that result from
the use or anticipated use of
a product, system or service”
— ISO definition

3. Why does UX matter?
People need to see value in a site/app if you want them to use it
A negative experience is lasting and hard to shake off
Sites/apps that are hard to use are ignored
You don’t know your users as well as you think you do
You can help to ensure a positive UX through:
Research
Engagement
Testing

4. Why is UX often avoided?
Expensive Time Complex
consuming
- eats into - delays - too many
budget development cooks
BUT there are a range of techniques you can use, not all of which
are costly or difficult and it pays off down the line…

5. Different approaches fit different projects…
UX techniques
– Online surveys
– Card sorting
– Tree testing
– Rapid prototyping and Joint Application Development (JAD)
– Remote, guerrilla and lab-based usability testing
3 very different customers
– Citizens Advice
– InterContinental Hotels
– University of Brighton

7. Citizens Advice service extranet
Card sorting
Prototyping
Guerrilla usability testing

8. AdviserNet

9. Citizens Advice AdviserNet
Tree testing

11. University of Brighton
Online survey
Telephone interviews
Card sorting
Tree testing
Rapid prototyping
Guerrilla usability testing
Remote usability testing
Lab-based usability testing

12. IHG Brand Central

15. IHG Brand Central site
Face-to-face workshops
Telephone interviews
Online survey
Lab-based and remote usability testing

16. Online surveys

17. Online surveys
Tools: Survey Monkey (free 10 questions, 100 responses / other plans)
Good for:
– Large datasets
– Quantitative feedback
Tips:
– Clear introductory email
– Maximum of 15 minutes to complete
– Aim for 80-100 responses (response rates vary)
– Progress bar
– Multiple choice questions
– Good tips on the blog (blog.surveymonkey.com)
– Use the data collected to feed into user profiles

18. Card sorting

19. Card sorting
Tools: Spread sheets (free from rosenfeldmedia.com – http://bit.ly/XSqfrP)
and XMind (free)
Good for:
– Insight into users’ mental categorisation of your site
– Anecdotal general insight into content and user journeys
Tips:
– Max 4-5 people per card sort group
– Fewer than 100 cards (if you can)
– Give users an example first – pickled onions in a supermarket
works well
– Take lots of envelopes, lots of rubber bands and spare cards
– Listen to what people say and ask questions

20. THE (TERRIFYING) SPREADSHEET:

21. Tree testing

22. Tree testing
Tools: Treejack ($109 per month or $990 per year) and XMind (free)
Good for:
– Testing navigational hierarchies
Tips:
– Be careful with task design
– At least 30 users
– Using representative, motivated users cuts down on “garbage”
– Max 12 tasks
– ALWAYS run a pilot
– Try to arrange one or two moderated sessions
– Prune “garbage” sessions
– Come to a Sigma course 

23. Tree testing – results

25. Tips for analysis – the spread sheet

26. Tips for analysis
“Visited first” statistics
Pruning "garbage" results
"Evil attractors"

27. Rapid prototyping and JAD

28. Rapid prototyping and JAD
Tools: Axure (free trial / $589)
Good for:
– User centred User Interface (UI) design
– Highly visual
– Rapid feedback
– Requirements gathering
– Provides a prototype for usability testing
Tips:
– Minimum of 2 people to run the session
– User, stakeholder and technical representatives
– Maximum of 10 participants
– Keep it as informal as possible
– Break people into small groups
– Make good use of post-its and whiteboards

29. Usability testing

30. Guerrilla usability testing

31. Guerrilla usability testing
Tools: Silverback (free trial / $70) and Freemind (free)
Good for:
– Low cost usability testing
– Quantitative feedback
Tips:
– Introductory email
– Any users are better than none but aim for two rounds: 10 per round
– Aim for a good cross-section
– Max 30-45 minutes to complete (around 5 tasks)
– Create meaningful tasks – word tasks as instructions
– Draft in a scribe
– Think aloud and retrospective think aloud
– Discussion guide – consistency is important

32. Moderated remote usability testing
Tools: Adobe Connect (free trial / $55 month)
Good for:
– Geographically distributed users
– Qualitative feedback
Tips:
– As for guerrilla, plus:
– Create a set up guide
– Try to keep sessions a bit shorter
– Have several dry runs!
– Use Adobe to record sound and visual

33. Unmoderated remote usability testing
Tools: Loop11
Good for:
– Task based testing on existing sites
– Collecting quantitative data from many
users (Email invite. No plugins for users)
– Identifying navigation paths across live
sites with multiple routes to information
– Desktop/Tablet/Mobile sites
Notes:
– Can work for testing prototypes,
but they will need to be highly developed
(Real content, only a few null links)
– Canned reports are good, but often
require manual analysis as well
– Tasks need to be clear concise and have
a defined end goal
(must be achievable without guidance)

34. Lab-based usability testing
Lab provisioned technology
– Tech quality can vary between labs
(always visit before selecting a suite)
Good for:
– Geographically centred users
• Users tend to prefer labs, a more
relaxed and friendly environment
(guerrilla testing is often in a small
corner office on client site)
– The lab staff do the hard work,
you can just observe and learn
– The observation room is extremely
good at engaging stakeholders and product
teams.
• Allows stakeholders to see how users
really use their site and improves their
awareness and empathy towards issues
• Much more effective than watching
videos

35. Text expander

36. Accessibility testing – an aside
Checklists
– http://www.iheni.com/mobile-accessibility-tests/
– http://www.w3.org/WAI/WCAG20/quickref/
Listen to your sites on screen readers - (try turning your monitor
off)
Automated testers like achecker.ca
Expert reviews
– RNIB – See it right
– Abilitynet
– Independent evaluators

37. Conclusions
Don’t underestimate the power of UX!
There are a range of methods you can use
Doesn’t have to be expensive, time consuming or
complex
Can be a great way to get user buy in
Satisfied users means a successful project

38. Resources
To recap… Also of interest…
SurveyMonkey (online surveys) AbilityNet (accessibility testing)
Axure (rapid prototyping) EpiServer (multivariate testing)
Silverback (guerrilla testing) Google Optimiser (conversion rates)
Freemind (mind-mapping)
Adobe Connect (remote testing)
Card sorting (shaping navigation)
Treejack (tree testing navigation)
Phrase Express (text expander)
Loop11 (unmoderated remote
testing)

39. THANK YOU!
ANY QUESTIONS?
@WeAreSigma
#campdigital

40. UX Training at Sigma
Sigma will be launching a range of new User Experience
training services over the next few months, including
courses in:
Rapid prototyping and solution design with Axure
Writing for the web
Intro to UX – principles, tools and techniques
Tree testing with Treejack