In this fun, fast-paced workshop you'll learn the key guerrilla UX tools you need to get quick, actionable feedback from real customers. Participants will get fast, hands-on experience setting up, running and analysing usability tests with real products. If you have a product or functioning prototype you want to test, fill in this form. We will select a few products and run at least 2 full rounds of tests on them during the session. (NB: You don’t have to have a product to participate: this workshop is for anyone who wants to do UX research faster and cheaper). Workshop is led by senior UX specialist Sarah Rink. She will share tools, tips and tricks she’s gathered working for clients like News Corp, Orange, Vodafone, Visa, Samsung, Desigual and countless startups. Co-moderated by Ian Collingwood (COO, Startupbootcamp), Marta Ros (senior Lean Marketing at b.wom) and Silvia Calvet (senior UX specialist) https://4yfn.com/activityDetail?id=1075

1. Guerrilla UX Research
Live!
@saritarink
@johnnyforeigner
@martarosurrutia
@silviacalvet

2. Session structure
Welcome
Arrange groups - 5 mins
Intro to UX and Usability testing - 25 min
Usability Testing dancing chairs - 45 min
Discussion - 15 min
Wrap up - 5 m

3. Who’s who?

4. Testing…

5. [startups]
who put their product
forward for testing
during the session
(Thanks!)

6. Product ownersPO

7. ModeratorsM

8. UsersU

9. ObserversO

10. POM1 U1
O O O O O O
Product A
M2 M3 U2 U3

11. Lack of information is the
root of bad design decisions.

12. Usability tests = (repeatedly)
observe people using your
product so you can make
decisions about what to do
next

13. Usability Test
GOOD FOR
Understanding
if users can do
your task
Where the
interface fails
Users
Expectations
Length of
processes

14. Usability Test
NOT GOOD FOR
Understanding
who your
users are
Users opinion
about your
product
Understanding
likelihood of
buying
“I would
prefer if it
was pink”
“Yes, I
would
definitely
buy it”

15. What needs doing
Draw a test plan
Find and select
participants
Prepare test materials
Run the tests
Note taking
Analyse data and
observations
1
2
3
4
5
6

16. 1. Draw a test plan
What to test?
Core value of your product: Journey to Activation
Acquisition: Sign up
Activation: First use, onboarding,
Retention: core value, most frequent tasks
Referral: Sharing, inviting
Revenue: Check out, etc

17. 2. Scenario and a back story
A scenario is a person in action.
(If this is difficult… maybe you need to
revisit your personas?)

18. 2. Scenario and a back story
“Today I am going to show you an e-commerce
website for baby clothes.
Imagine you are a mum of a 3 month old baby,
he’s asleep. You are exhausted, but will take the
chance to buy him some baby grows online. You
saw this website on a friend’s page on Facebook
and now you are going to check it out. Ideally,
you would like to buy 5 baby grows. How would
you go about that?”

19. 3. Find and select participants
Try to test with your real audience
If that fails, try anyone
Usability test, not UX research

20. 4. Prepare test materials
Prototype, production app, live product
Reset app
Fake id for registration or log in, credit card details
Email verification
Fake content
Analog materials (packaging, instructions)
Objects or physical products

21. 5. Putting people at ease
Starting the test by putting people at ease
Explaining what will happen
How long it will take
What they will be asked about
Reassure them you are not testing them, you’re testing
the product
“There are no right or wrong answers”

22. 6. Running the test
TRY
Encourage users to think aloud
The power of silence
Push questions back onto them
Ask for clarification
Explore expectations
How to deal with complete failure

23. 6. Running the test
AVOID
Using the words that show up on the screen
Leading questions
“Was that task difficult?” x “How did you find that task”?
“Did you want that to be faster”? x “How would you like it to be?”
“Would you” questions

24. 7. Note taking

25. 7. Note taking

26. 7. Note taking
Participant 1!
Participant 2 !
Participant 3

27. 7. Note taking

28. 8. Rapid analysis
3 top things
•Frequency
•Impact
•Persistence

29. LET’S DO IT!

30. What needs doing
Draw a test plan
Find and select
participants
Prepare test materials
Run the tests
Note taking
Analyse data and
observations
1
2
3
4
5
6

31. PlanningJackDinubeMessagenesNewlery
POM1 U1M2 M3 U2 U3 O O O O
POU1M1 M2 M3 U2 U3 O O O O
POU1M1 M2 M3 U2 U3 O O O O
POU1M1 M2 M3 U2 U3 O O O O

32. Round 1
POM1
U1
M2 M3 U2 U3 O O O O
PO
U1
M1 M2 M3 U2 U3 O O O O
PO
U1
M1 M2 M3 U2 U3 O O O O
PO
U1
M1 M2 M3 U2 U3 O O O O
JackDinubeMessagenesNewlery

33. Round 2
POM1 U1M2 M3
U2
U3 O O O O
POU1M1 M2 M3
U2
U3 O O O O
POU1M1 M2 M3
U2
U3 O O O O
POU1M1 M2 M3
U2
U3 O O O O
JackDinubeMessagenesNewlery

34. Round 3
POM1 U1M2 M3 U2
U3
O O O O
POU1M1 M2 M3 U2
U3
O O O O
POU1M1 M2 M3 U2
U3
O O O O
POU1M1 M2 M3 U2
U3
O O O O
JackDinubeMessagenesNewlery

35. What you have learned
• Deciding what you need to test
• Choosing tasks to test
• Writing great test scripts
• Conducting UX/Usability tests
• Effective note taking
• Tips for effective interviews
• Tools and techniques for recording and sharing
• Rapid analysis and decision making

36. Resources

37. Thank you
@saritarink
@johnnyforeigner
@martarosurrutia
@silviacalvet
www.uxdna.co.uk
www.uxdna.es
www.tinktankdesign.com