Hands on Usability Testing (Jonathan Rubin)
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Given at the UXPA-DC (User Experience Professionals Association) Feb. 27, 2013 User Experience Intensive, Washington, DC.
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Hands on Usability Testing (Jonathan Rubin)
- 1. Hands-On Usability Testing Jonathan Rubin UXPA-DC User Experience Intensive Feb. 27, 2013 @jonathan_rubin
- 2. Before we begin… 1. What do you already know about usability testing? 2. What do you want to learn today?
- 6. Limitations of Opinion “The accuracy of subjective reports is so poor as to suggest that any introspective access that may exist is not sufficient to produce generally correct or reliable reports.” - R. E. Nisbett and T. D. Wilson, On telling more than we can know: Verbal reports on mental processes, Psychological Review, Vol 84. (1977)
- 7. To improve a product… 1. Reliable data is crucial
- 11. To improve a product… 1. Reliable data is crucial 2. Need to find out user expectations
- 12. Usability = The ease with which people can employ a particular tool or other human-made object in order to achieve a particular goal - Wikipedia
- 13. Usability = 5 E‟s Effective Efficient Engaging Error Tolerant Easy To Learn - Whitney Quesenbery (2004) „Balancing the 5Es: Usability‟
- 14. Your turn: What sites have these? Effective Efficient Engaging Error Tolerant Easy To Learn
- 15. Usability Testing = Setting a series of tasks for people to complete and noting any problems they encounter – Andy Budd
- 16. What‟s involved in a usability test • Participants performing meaningful tasks • Real users – not your BFF • Observers (you or design team) • Recording data for analysis
- 17. You can test ANYTHING • Hand-drawn sketch • Wireframe • Screenshot / JPG • HTML prototype • Live site • Competitor‟s site!
- 19. Why care about usability? • Simple errors can lead to big problems • If the customer isn‟t happy, nobody‟s happy. • If visitors can‟t easily access your info, why have a site at all? • Casual visitors have a different experience than those who work with a website every day.
- 20. Usability = Good Customer Service
- 21. What‟s the ROI? “Spending 10% of your development budget on usability should improve your conversion rate by 83%.” – Jakob Nielson
- 22. What‟s the ROI? • Reduced developer time
- 23. What‟s the ROI? • Reduced developer time • Reduced training time
- 24. What‟s the ROI? • Reduced developer time • Reduced training time • Reduced help desk calls / emails
- 25. What‟s the ROI? • Reduced developer time • Reduced training time • Reduced help desk calls / emails • Higher task completion rate
- 26. What‟s the ROI? • Reduced developer time • Reduced training time • Reduced help desk calls / emails • Higher task completion rate • Increased productivity
- 27. What‟s the ROI? • Reduced developer time • Reduced training time • Reduced help desk calls / emails • Higher task completion rate • Increased productivity • PR boost
- 28. Your turn: Any usability problems? • Break into groups • Three usability problems you‟ve seen • 5 min.
- 29. Common usability problems • Too many words • Excessive “insider speak” or jargon • Critical tasks hard to find • Poor navigation • Irrelevant search Results
- 30. Launc h!
- 31. Launc h! Here!
- 32. Launc h!
- 33. Resistanc e to change Time
- 34. Your boss says:
- 35. Remembe r: Know your users, for you are not them
- 36. Usability testing examines 4 things: • Navigation • Presentation • Content • Interaction
- 37. Formal Informal Recruiting, testing done for DIY you Trained Facilitators Facilitators-in-training (i.e. You) Smaller chance of bias Larger chance of bias Lengthy to set up + Fast setup, use implement immediately Gorgeous Reports Word Templates Expensive ($5k and up) Cheap / free
- 38. Informal Testing, AKA.. • Discount Testing • Quick Testing • Hallway Testing • Guerilla Testing • Rapid Iterative Testing
- 39. 39 Hallway test
- 40. Remuneration (cash and beyond) • Money • Gift Certificates • Food (think blood drive) • A heartfelt thanks (i.e. nada)
- 45. Top Tasks – Why they came here • Order a pizza • Find your contact information • Register for a class • Leave a comment • Get a rate quote • Learn about your services
- 48. Active Listening / Think-Aloud Protocol • Tester does 90% of talking • You = Therapist / Travel Agent • Open Ended Questions (if any) • Non-leading responses – “Thanks for the feedback!” • Take notes but give attention
- 49. Let‟s see it in action • Volunteers?
- 51. Team sport 51
- 52. Let‟s do it! • Break into groups • Create 5 tasks for your site • Test • Debrief about results • Share
Notas do Editor
- For my usabiltiy presentation to I Want to picture in your head hanging out with a hollywood celebrity. Famous, talented AND instantly recoginzable- two Screen Actors Guild Awards, a Golden Globe, and two nominations for an Emmy Award. Picture that person in your head, OK?
- We love our baby – it’s beautiful
- But what if it’s an ugly baby? No one ever tells you if you’ve got an ugly baby. Sam – ugliest dog in world
- Aha! We’ll get feedback. We’ll do focus groups, questionarries, surveys and we’ll get everything we need to know.
- Problem – subject information has limitations. Eye witnesses so unreliable as to often not hold up in court. Easily influence –”do you remember brokejn glass wen it hit you – biased onb the misfornaiton effect.
- GSA advantage – billions of dollars – tractors to notebooks to consulting services - “We are not Amazon”
- The leading sites create the user experience that the world expects. You either meet these expectations or people get angry.
- Meeting peoples needs and expectations is what user experience and usability are all about. Can be the largest factor in success – between a Zune and an ipod
- Market reseach is what people say, usabiltiy is what they do. Gain feedback from customers and improve system.
- Market reseach is what people say, usabiltiy is what they do. Gain feedback from customers and improve system.
- Market reseach is what people say, usabiltiy is what they do. Gain feedback from customers and improve system.
- Study them! Don’t rip off indiscrimnately, but look for good ideas
- Market research is what people say, usabilityis what they do. Gain feedback from customers and improve system.
- Behaviour is observed — what users do (rather than what users say they do).Participants perform real tasks — tasks that are meaningful to them and to the business.Involves real users — not just someone at the next desk.Observations and data are recorded and the data are analysed.
- Getting feedback from customers as they use your site
- Training – is failure. Everyone hates training. Trianing means your product is hard to use. Ever gotten training for your ATM? Or to turn on a car? You see it once, you can do it.
- Ok, maybe making a product usable isa good idea, but provide it.
- Study them! Don’t rip off indiscrimnately, but look for good ideas
- Study them! Don’t rip off indiscrimnately, but look for good ideas
- Here’s one story:Tested a site recently that get in the press it was so bad. When did they do usability testing?
- Testing – we do testing. We do Quality assurance testing. Here if not earlier
- My dad send this fax in the 1970s
- People skip because they think they know what their users are thinking and expect. But they don’t. you don’t. I don’t.
- guerilla - one who fights with few resoruces, quick and dirty, guided by principleguerilla UCD - not easy, not perfect, not for everyonegueriliaauCD - is CHEAP, fast, effective
- Hallway test – more users, informal, public space. Common room, coffee shop
- you don’t need a huge amount of people to identify a problem (use my slide about 70%)
- 95% of usability tests are discount – small sample sizes of 10 or fewer, maybe around 5.
- Qualitiative testing with small sample size – 3-5 per day is max
- From the oatmeal.com
- From the oatmeal.com
- makes other people feel important and smart, open ended questions. Mostly listening but managing conversation – restate what they are saying, non-leading questions. “Thank you for that feedback” rather than “Correct! You found it”
- Test with usability.gov – purpose, audience, what services they provide, contact them, any cost, free tools or materials,
- Always end each meeting with a debrief session, discuss finding of the day while still fresh in everyone’s minds
- Usability is now a team sport - observers are a part of the process, stakeholders are a part – more buy in
- Sites to test:
- Small changes can have big impact. Army – 30% decrease in calls. To get this impact, we need to make you successful, and to make you successful we give people a deadline of 30 days to make the changes we reocmmend