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How to find out about
the usability
of your website
using a
surveyUX Cambridge 2012 workshop led by Caroline Jarrett
I got asked this question recently.
What are your views?
“ Can a usability test just
use a questionnaire,
no observation? ...
“Can a usability test just use a questionnaire,
no observation?” << NO
• We agreed that a usability test must have observa...
I rejected the idea of using a questionnaire
alone. But let’s ponder this question.
“How to find out
about the usability
o...
UX people typically encounter surveys
in these three ways
1. Post-test / post-task
surveys e.g. SUS
2. Someone is going
to...
Let’s unpick the standard definition.
Which bits can we assess using a survey?
The extent to which a product
can be used b...
We picked out many details in the definition
that we could explore in surveys
Examples from the discussion:
• “Specified u...
Example: the product.
Is that the whole website, a section, a page?
The extent to which a product
can be used by specified...
Used properly, NPS® (Net Promoter Score)
takes “the product” up another level – to brand
“Would you
recommend us
to a frie...
But sometimes NPS® gets muddled up with
other things
10
Tip
Ask one question at a time
Image credit:
Shutterstock
11
My favourite bit to look at with surveys:
what is the user’s concept of the goal?
The extent to which a product
can be use...
Tip
Find out about users’ goals
13
There are other goals to consider
What the
organisation
wants to achieve
What the user
wants to do
Our aims in
doing a sur...
A set of questions starts to become a survey
when we know our goals for the survey
Goals
• Establish
your goals
for the
su...
Exploratory:
Don’t know what is out there. Send and hope.
Image credit:
Shutterstock
16
Comparative:
Explore trends, look at before-and-after, trackers
Image credit:
Shutterstock 17
Descriptive:
Do know what is out there. Go and count them.
Image credit:
Caroline Jarrett
18
Modelling:
Find factors that show cause and effect
Image credit:
Shutterstock
19
Example: The 1946 Cohort Study combines
comparative, descriptive, and modelling
Cumulative death rates by father's social ...
Exploratory, comparative, descriptive,
modelling? Let’s discuss (from a pop-up survey)
21
We found plenty to say about the details of the questions –
but this is a COMPARATIVE survey, so keeping questions
the sam...
The ideal: everything in balance
Comparisons
Good
questions
23
To get maximum insight from your survey,
follow all the steps.
• Final version
of questions
• Build the
questionnaire
Goal...
Tip
Interview before build
25
Bonus
Tip
Survey = Questionnaire
+ Process
Successful
That involves
lots of testing
26
Caroline Jarrett
Twitter @cjforms
http://www.slideshare.net/cjforms
carolinej@effortmark.co.uk
27
More resources on
http://www.slideshare.net/cjforms
28
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How to find out about the usability of your web site using a survey by @cjforms

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Workshop at UX Cambridge 2012 led by Caroline Jarrett. We agreed that you can't do a usability test using a questionnaire alone, but that you can find out things about usability using surveys.

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Publicada em: Design

How to find out about the usability of your web site using a survey by @cjforms

  1. How to find out about the usability of your website using a surveyUX Cambridge 2012 workshop led by Caroline Jarrett
  2. I got asked this question recently. What are your views? “ Can a usability test just use a questionnaire, no observation? ” 2
  3. “Can a usability test just use a questionnaire, no observation?” << NO • We agreed that a usability test must have observation, otherwise it’s not a usability test • Recommended reading Steve Krug “Rocket Surgery Made Easy” Carol M. Barnum “Usability Testing Essentials” Workshop results 3
  4. I rejected the idea of using a questionnaire alone. But let’s ponder this question. “How to find out about the usability of your website using a survey” 4
  5. UX people typically encounter surveys in these three ways 1. Post-test / post-task surveys e.g. SUS 2. Someone is going to do a survey anyway 3. Triangulating between survey data and data from elsewhere http://www.slideshare.net/cjforms/ better-ux-surveys-at-ucd2012-by-cjforms Today’s topic, this time focusing on usability 5
  6. Let’s unpick the standard definition. Which bits can we assess using a survey? The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use (ISO 9241:11 1998) 6
  7. We picked out many details in the definition that we could explore in surveys Examples from the discussion: • “Specified users” - demographics, attitudes, history • “Specified goals” – what do users want to achieve? • “Satisfaction” – What did they expect? – What is their assessment after the experience? Corbin, J. M. and Strauss, A.L. (2008) “Basics of qualitative research: techniques and procedures for developing grounded theory” Workshop results 7
  8. Example: the product. Is that the whole website, a section, a page? The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use (ISO 9241:11 1998) 8
  9. Used properly, NPS® (Net Promoter Score) takes “the product” up another level – to brand “Would you recommend us to a friend?” Image credit: Rodney Burton, geograph.org.uk Image credit: Richard Vince, geograph.org.uk Image credit: Cambridge County Council Reichheld, F. F. (2006) The ultimate question: driving good profits and true growth 9
  10. But sometimes NPS® gets muddled up with other things 10
  11. Tip Ask one question at a time Image credit: Shutterstock 11
  12. My favourite bit to look at with surveys: what is the user’s concept of the goal? The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use (ISO 9241:11 1998) What the user wants to do
  13. Tip Find out about users’ goals 13
  14. There are other goals to consider What the organisation wants to achieve What the user wants to do Our aims in doing a survey 14
  15. A set of questions starts to become a survey when we know our goals for the survey Goals • Establish your goals for the survey Questions you need answers to • Final version of questions • Build the questionnaire Users Build Deploy Analyse 15 • Interview users about the topics in your survey • Run the survey from approach to follow-up • Extract useful ideas • Share with others Questions users can answer Questionnaire Data Insight
  16. Exploratory: Don’t know what is out there. Send and hope. Image credit: Shutterstock 16
  17. Comparative: Explore trends, look at before-and-after, trackers Image credit: Shutterstock 17
  18. Descriptive: Do know what is out there. Go and count them. Image credit: Caroline Jarrett 18
  19. Modelling: Find factors that show cause and effect Image credit: Shutterstock 19
  20. Example: The 1946 Cohort Study combines comparative, descriptive, and modelling Cumulative death rates by father's social class at birth in the 1946 birth cohort study Adapted from Kuh, D., Hardy, R., Langenberg, C., Richards, M. and Wadsworth, M. E. J. (2002), Mortality in adults aged 26-54 years related to socioeconomic conditions in childhood and adulthood: post war birth cohort study. 20
  21. Exploratory, comparative, descriptive, modelling? Let’s discuss (from a pop-up survey) 21
  22. We found plenty to say about the details of the questions – but this is a COMPARATIVE survey, so keeping questions the same whenever it is used is crucial Workshop results 22
  23. The ideal: everything in balance Comparisons Good questions 23
  24. To get maximum insight from your survey, follow all the steps. • Final version of questions • Build the questionnaire Goals Users Build Deploy Analyse • Establish your goals for the survey • Interview users about the topics in your survey • Run the survey from approach to follow-up • Extract useful ideas • Share with others Questions you need answers to Questions users can answer Questionnaire Data Insight 24
  25. Tip Interview before build 25
  26. Bonus Tip Survey = Questionnaire + Process Successful That involves lots of testing 26
  27. Caroline Jarrett Twitter @cjforms http://www.slideshare.net/cjforms carolinej@effortmark.co.uk 27
  28. More resources on http://www.slideshare.net/cjforms 28

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