Intro to Lean UX with UserTesting
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This document provides an introduction to Lean UX and UserTesting. It defines UX and Lean UX, discusses the benefits of user testing such as increased revenue and decreased costs, and outlines the UserTesting process including defining objectives, writing tasks, analyzing results, and using metrics and notes. UserTesting allows remote, unmoderated usability testing of digital products through video recordings of testers interacting with designs. The document provides tips for effective user testing through UserTesting.
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Intro to Lean UX with UserTesting
- 1. Intro to Lean UX with UserTesting /Productschool @ProdSchool /ProductmanagementSF
- 2. Alexandra Michaelides, Ph.D. - User Experience Researcher at UserTesting - Former UER at FlyWheel Software - User Experience background www.productschool.com Intro to Lean UX with UserTesting
- 3. Intro to Lean UX with UserTesting Alexandra Michaelides, Ph.D.
- 4. What is user experience? “User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.” –Don Norman
- 5. UX isn’t a new concept “When the point of contact between the product and the people becomes a point of friction, then the industrial designer has failed. On the other hand, if people are made safer, more comfortable, more eager to purchase, more efficient—or just plain happier—by contact with the product, then the designer has succeeded.” –Henry Dreyfuss, Designing for People, 1955
- 6. Increased customer acceptance and engagement •70% of projects fail due to lack of user acceptance. (Source: Forrester Research) Increased revenue •Every $1 invested in UX returns up to $100. (Source: IBM) Decreased costs •Fixing a problem after launch is up to 100x more expensive than fixing it during design and development. (Source: NASA)
- 7. Rule #1 of UX: You are NOT your user
- 8. Test early, test often. Be open to feedback.
- 9. Quantitative Qualitative Focus on numbers Focus on narrative How many, how much Why, how Large sample sizes Smaller sample sizes Done to “prove a point” Done to “understand, discover” Expensive, time-consuming Cheaper, faster Objective Subjective
- 11. What is UserTesting? We provide insights based on videos of your customers interacting with any brand, regardless of device or location. If you can imagine it, we can probably test it.
- 12. “If you can imagine it, we can probably test it.” Test anything with our desktop and breakthrough mobile recorders ✓ From sketches, prototypes, and websites ✓ To mobile apps, mobile websites, and even unreleased apps ✓ To real-world experiences in-store and in-home, unboxing, and more
- 13. On-demand panel of target audience Multi-channel screen recording technology Reporting & collaboration Full support services
- 14. You can test a design at any stage in the process • Rough concepts and low-fidelity prototypes • Clickable prototypes • High fidelity prototypes & live sites
- 15. Remote Unmoderated Research Pros: Quick turn around time Recruitment of testers No researcher present/ honest feedback Cons: Inability to ask follow up questions, prod tester for more Inability to clarify any confusions Inability to see full context/ environment
- 16. Starting a new study Screenshot
- 17. Usability testing: What can you gather insights on? Visual Design: how it looks Information Architecture (IA): how it’s organized Interaction Design (IxD): how it works Content: what it says & how it sounds Functionality: what it does
- 18. What can you “test” with UserTesting? • How do participants “use” or “interact” with an experience? – Do they understand it? – Can they access it? – Can they use it? – Is it easy to use? – Do they enjoy using it?
- 19. What you shouldn’t “test” with UserTesting? • Will participants use or adopt the experience in the future? • Would they buy it? • Do they “like” it? • Which one do they “like” better?
- 20. Before you launch a study, define objectives • What exactly are you hoping to learn? • Do you have broad or specific objectives?
- 21. Writing objectives • UserTesting sessions should run approximately 15 minutes • Suggestion of 1-3 objectives • User fatigue
- 22. A note about sample size It depends on your objective, but for a standard usability test, 5 participants per target audience will identify 85% of usability problems. You can always add more if you need to! And you should always start with just 1 user in a “pilot” study. https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
- 23. Getting the right participants • Define the most important characteristics of your target audience – Age? Income? Hobbies? Profession? • For basic usability tests, minimal screening is required • Keep screener simple and clear
- 24. Tip: Avoid leading questions and yes/no answers Bad ❑ Do you prefer organic cotton sheets? ❑ Yes [Accept] ❑ No Good ❑ What kind of sheets do you prefer? ❑ Organic cotton [Accept] ❑ Cotton ❑ Sateen ❑ Synthetic ❑ Polyester ❑ Silk ❑ Jersey ❑ Other
- 25. Tip: Use multiple, separate questions Bad ❑ How often do you exercise on a treadmill? ❑ Less than 1 time a week ❑ 1-2 times a week ❑ 3+ times a week [Accept] Good ❑ How often do you exercise? ❑ Less than 1 time a week ❑ 1-2 times a week ❑ 3+ times a week [Accept] ❑ What kind of exercise do you do most often? ❑ Yoga ❑ Elliptical ❑ Treadmill [Accept] ❑ Free Weights ❑ Other
- 26. Tip: Give participants an “out” Bad ❑ What is your marital status? ❑ Married [Accept] ❑ Not married Good ❑ What is your marital status? ❑ Married [Accept] ❑ Not married ❑ Other ❑ I prefer not to say
- 27. URL (where users start the test) & Intro
- 28. Consider broad & specific tasks • Broad tasks are great for: • Understanding how testers think or behave • Familiarizing testers with site • Gathering impressions • Specific tasks are great for: • Tracking browser paths/ patterns • Evaluating particular pages, processes, features • Identifying pain points at a particular part of the process
- 29. Clarity is key • The longer your task/question is, the easier it will be for the user to miss something • Keep tasks simple • Avoid listing multiple steps at once • Use URLs or bit.ly links to ensure users evaluate the correct pages • Use instructive, active language
- 30. Be concise and clear • Confusing questions = confusing answers • Avoid using jargon like “PDP” or “callout” • Emphasize important points • Avoid repetition in task language
- 31. Getting honest feedback • Be aware of areas where bias, discomfort, or privilege come into play. • Make your testers feel comfortable • Use balanced language. This allows you to receive more accurate and honest feedback
- 32. Beware of leading and bias • Leading questions are phrased in a way that steers users in a particular direction • Examples: • “How much better is the new version than the original home page?” • “Was it hard to find the Preferences page?” • “What would you improve about this page?”
- 33. Using metrics
- 34. Using metrics • When to use: • Written questions • Ratings scale • Multiple choice • Make sure they are aligned with your objectives • Use sparingly—beware of user fatigue • Be specific
- 35. Rating scale questions • Define endpoints (1 and 5) • Include both endpoint labels in the body of question • Label 1 as the “pain” point and 5 as the “positive” point • Don’t make the participant rate multiple items in one question. How poorly (1) or well (5) does this site explain its refund process? Please explain your rating out loud. 1 – Very poorly 2 3 4 5 – Very well
- 36. Post-Test Questionnaire Note: Participants type their answers to these questions AFTER the recording stops. Consider asking participants to describe current or previous behaviors. This can help you predict future behavior. They aren’t required. (A simple “Thanks!” typed in the first field is fine.) Default post-test questions
- 37. Test the test! Always. Do tasks and questions make sense? Does the test follow the right “flow”? Do tasks contain jargon that particpiants don’t undersatnd? Do links work?
- 38. Don’t judge the tester. • Remember you are testing the site • If you have poor results, don’t blame the tester, change the test
- 39. Before starting your analysis • Refresh yourself on the research objectives • Get organized. What do you want to capture for each participants? – Success rate? – Time on task? – Satisfaction? – Errors? – Quotes?
- 40. Notes & clips in the UserTesting dashboard
- 41. Metrics view
- 42. Excel export • Session Details • Demographics • Screener answers • System information • Study protocol • Metrics • Links to jump straight to each participant doing each task or question • Time-on-task* • Answers to questions • Sortable Clips & Annotations
- 43. Learn from your mistakes. Get better. Have fun.
- 44. Upcoming Courses www.productschool.com www.productschool.com jake@productschool.com APPLY AT SAN FRANCISCO Weekdays: May 3rd Weekends: May 7th MOUNTAIN VIEW Weekdays: June 14th Weekends: June 18th
- 45. Mixpanel presents -- Behavioral Analytics as a Driver of Product Strategy – March 16th UPCOMING WORKSHOP www.productschool.com RSVP ON EVENTBRITE