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Getting Going with Users

11 Dec 2014

Haymarket Hotel,

London

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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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Why Remote UX?

#users1stWatch 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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Understand Why?

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Over to Peter for Getting Started

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• Define goals

• Design a test

• Analysing it

During the workshop you will:

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• Decrease the shopping cart abandonment rate

• Identify the conversion killers during the end-to-end journeys, focusing on the shopping cart as journey landmark.

Turning Business Objectives into

Research Objectives

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We think in credits

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The right number of participants

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• Panel segmentation, Pre Qualifying Question and Private Panel

• The pitfall of personas

Who to test with?

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• Should set a scenario

• Should be completed within 20 minutes

Tasks

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• 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.

Meta tasks

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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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• (And write a task list)

Enjoy your coffee

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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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• We have:

• Defined goals

• Learned about panel segmentation

• Created a task-list for the tests

• Learned what our UX Analysts do

Summary

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Over to Georgia for working with and

presenting Results

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+

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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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• 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

Leading Smartphone Brand

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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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• 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

Managing your agency

• Transformation Project – Web Futures

• Full service agency

• WUD ensures design is focussed on users, not designers

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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

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“Shut up & listen to users.”

-- Jakob Nielsen