Learn how to quickly identify your site or app's biggest problems with the help of UserTesting's new Metrics Questions! Expert researchers, Ki Arnould and Toni Allen, will walk you through: 1) The different types of metrics questions, and when to use each one 2) How to write great metrics questions that will get you insights fast 3) The top things you can learn from these types of questions View the webinar On-Demand here: http://info.usertesting.com/OnDemandWebinarMakingtheMostofMetricsDecember2013.html

2. What are Metrics
!
How to write them
!
What to learn from the results

3. Metrics
What are they?

4. What are Metrics?
Multiple
Choice
Rating
Scale
Written
Answer

5. Popular Metrics in Remote Usability Studies
UserTesting
makes it easy
to incorporate
Metrics into
your usability
test

6. Metrics in a UserTesting test
What the
user sees

7. Benefits For UX professionals
• Better research
•
In-the-moment responses
•
!
•
Unlike traditional survey
responses, Metrics let users
explain the “why”
•
Benchmark progress of you and
your competitors over time
!
Saves you time
•
•
Easily incorporated into any UX
research methods
•
Collect simultaneous metrics-based
and qualitative data
•
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Jump to important qualitative
moments
Implementing trusted scales

8. Benefits For Your Team
• Help you communicate
•
Supplement the qualitative
findings we know and love
•
Easily review and share
results with “numbers people”
•
Demonstrates the value of UX
research tools and methods
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• Focus decision-making

9. What are Metrics:
Questions?

10. Metrics
How to write them

11. How to write them
Set objectives,
and keep them
close.
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12. Multiple Choice

13. Multiple Choice
Best for determining:
• Preference
• Expectations
• Browsing Paths
• Understanding
• Task Success
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14. Multiple Choice: Do’s and Don’ts
DO
Include “Other”, “None of the
above”, “I don’t know”
options.
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DON’T
Overlap possible responses.
Keep them unique.
!
Ask leading questions.

15. Multiple Choice: Bad Example
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16. Multiple Choice: Good Example
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17. Multiple Choice: Creative Example
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18. Rating Scales

19. Rating Scales
Best for determining:
• Ease of Use
• Confidence
• Enjoyment
• Satisfaction
• Trust
• Likelihood to Use/Purchase
• SUS scores
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20. Rating Scales: Do’s and Don’ts
DO
Avoid bias by including both
ends of the spectrum in your
question.
!
Clarify endpoint scores.
!
Encourage users to explain
their answers aloud.
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DON’T
Try to measure too much at once.

21. Rating Scales: Bad Example
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22. Rating Scales: Good Example
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23. Written Answer

24. Written Answer
Best for determining:
• Impressions
• Word Association
• Questions/Concerns
• Summarizing Long Answers
• Restating Concepts
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25. Written Answer: Do’s and Don’ts
DO
DON’T
Limit frequency.
!
Encourage shorter responses
when necessary.
Forget to have fun
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26. Written Answer: Good example
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27. Written Answer: Creative example
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28. Metrics – Best practices
NO JARGON
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CLEAR INSTRUCTIONS

29. Avoid Metrics Overload
1
BEWARE USER
FATIGUE
2
VARY YOUR
QUESTIONS
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3
CONSIDER
SUPPLEMENTAL
SURVEYS

30. How to write them:
Questions?

31. Metrics
What to Learn

32. Compile the Data
UT Dashboard
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Spreadsheet

33. Eyeball the Answers
Consistent answers?
On the high side - great!
On the low side - watch!
In the middle - watch, re-test
Variety of answers?
Start with the outliers
Re-test, re-focus
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34. Sample Study

35. Metrics - What to learn
Objectives
•
Determine how well the site educates potential
buyers about tablets
Determine if that education leads the user to consider
to purchase a tablet from the site
Determine any usability issues along the path of
researching/buying tablets – navigation, product
page, and learning center page
•
•
Method
•
Metrics-based, remote, unmoderated usability study
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36. Metrics – Multiple Choice
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37. Metrics – Multiple Choice
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38. Metrics – Rating Scale
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39. Metrics – Rating Scale
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40. Metrics - What to learn
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41. Metrics - Summary
They save you time
!
They improve the quality of the research
!
They make it easier to share results with others
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42. UserTesting Enterprise
Accelerated learning + Deeper insights + Your target audience
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