“it’s not the destination, it’s the journey.” yeah, but no
Post on 04-Oct-2021
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“It’s not the destination, it’s the
journey.” Yeah, but no, but…Why Content is as important as Navigation and what you
can do about it.
Lee Cooper
Vice President,
Professional Services
/ EMEA
Contents
Lee has over fifteen years industrial
experience in UX research and design. Roles
at Google, and Nokia have allowed Lee to
impact on products and services used by
millions of people, daily, across the globe. He
has a PhD in Interactive Systems Design from
Birmingham University and a BSc in
Psychology from Glasgow University. Lee is
currently Vice President of Professional
Services at UserZoom.
Mobile +44 7872 041 804
Email lcooper@userzoom.com
1. Journey versus Destination
2. Navigation versus Content
3. UserZoom
4. Comprehension Metrics
5. An Example – Sky Help Videos
6. Summary
Journey versus Destination
“The journey, Not the destination matters…”
“It’s the not the Destination, It's the journey.”
Ralph Waldo Emerson
T.S. Eliot
“Yeah, but no, but…”Vicky Pollard
Navigation versus Content
“It’s great when sites have good navigation. But too often we see the user experience fail at the content level: People can navigate to the content but don’t understand it.”Hoa Loranger (Nielsen Norman Group)
UserZoom enables UX agility for the modern enterprise
Get the complete story behind your users’ experiences
Capture video and screen recordings of users as
they walk you through their experience with your
website or app.
User Videos
Automate the collection of data across large,
statistically significant representative populations to
measure the user experience.
UX Metrics
Over half of the F100’s leverage UserZoom
Comprehension Metrics
Metrics
5.5/7Iberia
5/7Lufthansa
5/7British Airways
5/7Air France
Ease of Use
C D D C
Iberia Lufthansa British Airways Air France
Satisfaction Metrics: SUS Grades
27
24
25
27
42
27
32
41
31
49
43
32
Promoters Passives Detractors
Iberia Overall Score -4
Lufthansa Overall Score -25
British Airways Overall Score -18
Air France Overall Score -5
Net Promoter ScoreComprehension Rates (%)
UX Benchmarking Dashboard give you a bird’s eye view of your UX health relative to your competitors.
Iberia Lufthansa British Airways Air France
95 113 134 121
Efficiency Metrics (seconds)
76
38
82 83
0
20
40
60
80
100
Iberia Lufthansa BritishAirways
Air France
Effectiveness Metrics (%)
86
72
90 85
0
20
40
60
80
100
Iberia Lufthansa BritishAirways
Air France
The ability of a user to
correctly identify an item
among a set of alternatives.
Closed questions
The ability of a user to draw
the correct answer from
memory without any
prompting or cues.
Open questions
Recognition Recall Recounting
How a user summarizes
what they understand.
Open questions
The 3 R’s of Comprehension
An Example: Sky Help Videos
Sky Mobile bill not what you expected
Account changes or usage charges can make your bill higher or lower than you expected. This is often because of pro-rata billing.
Sky Pro-rata Billing
Initial
questionnaireDo participants understand the pro-rata billing?
How helpful is the video in explaining the pro-rata billing?
Participants completed either one of two routes in the study.
Sky Pro-rata Billing: Objectives & Study Design
Shown bills
Watch video
Comprehension &
Confidence
Final
questionnaire
Comprehension &
Confidence
Shown bills
Watch video
Comprehension &
Confidence
Sky Pro-rata Billing: Results
12x More likely to
Understand
22% Confidence
Uplift
People were 12 times
more likely to be correct
after watching the video
than before watching it.
People were more
confident in their answer
after they watched the
video.
More people understood
the pro-rata billing after
watching the video than
before watching the
video.
35% Comprehension
Uplift
Conclusions
Understanding the impact of both is necessary to optimise your KPIs.
Journey and Content both matter.
Large scale, statistically robust studies help to eliminate bias and produce conclusive answers.
Thank you.
lcooper@userzoom.com
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