Chris has developed Sigma’s services in user research, testing and user experience consulting and will be presenting some tips, tools and techniques used in iterative, guerrilla UX testing. As well as heading up Sigma’s UX practice in the UK, he is often the Lead Designer on many projects, helping to shape a project from the initial pitch, through user testing to the final release. Chris has helped to shape the user experience and online engagement strategy across a range of projects and services for Sigma customers including AstraZeneca, Citizens Advice, University of Brighton and InterContinental Hotels Group. Chris is a Human Factors International Certified Usability Analyst, an NUX Steering Group member and Invited Member of the International Liaison Group Web Standards Project (WaSP:ILG).

1. GUERRILLA UX TECHNIQUES
Chris Bush
UX Practice Lead - wearesigma.com
@wearesigma / @suthen

2. • What is User Experience (UX) and why does it matter?
• Why do a talk about Guerrilla UX?
• Getting the most from your research
(How, tools, tips and techniques)
TOPICS

3. WHAT IS USER EXPERIENCE (UX)?
“a person’s perceptions and
responses that result from the use
or anticipated use of a product,
system or service”
-ISO definition

4. WHY DOES IT MATTER?
• People need to see value in a site/app if you
want them to use it
• A negative experience is lasting and hard to
shake off
• Sites/apps that are hard to use are ignored
• You don’t know your users as well as you think
you do
You can help to ensure a positive UX through:
• Research
• Engagement
• Testing

5. WHY DO A TALK ABOUT
GUERRILLA UX?

6. NUX &
USER EXPERIENCE
SURVEY 2013
http://northern-user-experience.org/2013/09/05/
ux-challenge-choose-right-approach-guest-blog-ian-franklin-freelance-ux-consultant
http://econsultancy.com/uk/reports/
user-experience-survey-report

7. USER EXPERIENCE SURVEY 2013

8. USER EXPERIENCE SURVEY 2013
Expensive
- no budget
Time /
Resource
consuming
- delays
development
Not a primary
concern
- Focus on
traffic
acquisition

9. USER EXPERIENCE SURVEY 2013

10. COMPARING
GUERRILLA & LAB TESTING

11. LAB BASED TESTING
Pros:
• Users are often in a more informal environment
(comfortable and relaxed)
• Great for bringing in teams together to observe
users (and discuss)
• Help and support when defining tasks and
scenarios
• Less likely to introduce moderator bias
• Detailed external provider analysis and reports
• More likely to use advanced data collection
(Eye tracking)
Cons:
• Can be costly
• Less likely to want to invest in early stage testing
(Prototypes and early beta code)
• Less likely to perform iterative tests

12. Pros:
• Requires no specialist equipment - only low cost
software
• Very portable (on location, café, office, home)
• Great for early stage testing (Prototypes, etc.)
• Great for Rapid Iterative Testing and Evaluation
(RITE)
• Minimal overhead (Time, People, Cost)
Cons:
• Moderator or reviewer bias
• The team takes on responsibility for ensuring
everything is organised
(Users, Room, Tasks, Write up)
• Finding a good testing room is sometimes tricky
GUERRILLA TESTING

13. GETTING THE MOST FROM
YOUR RESEARCH

14. • Any users are better than none
but aim for two rounds: 5-10 per round
• Aim for a good cross-section of representative users
• Max 30-45 minutes to complete (around 5 tasks)
• Create meaningful tasks – word tasks as scenarios *
• Think aloud and retrospective think aloud
• Rotate tasks (ABC / BCA / CAB)
• Discussion guide – consistency is important
• Use a scribe *
WHERE DO I START?

15. • Don’t be to specific
“Find and fill in the customer returns
form.”
• Allow users the opportunity to decide what the most
suitable solution is to the same problem
“After receiving your new camera you
have noticed the lens is cracked. Using the
site can you request a replacement.“
DESIGNING YOUR TASKS

16. • A second set of eyes (Also helps counter bias effects)
• It can save you hours of review time
• Define a coding system to help identify themes when
taking notes
• N – Navigation
• S – Search
• C – Content / Information
• D – Design
• T – Trust and credibility
• Time code your notes
USE A SCRIBE

17. SOFTWARE

18. SOFTWARE: SILVERBACK

19. SOFTWARE: UX RECORDER

20. SOFTWARE: POP iOS

21. MAKE YOUR RESEARCH
GO FURTHER

22. BLENDED RESEARCH
Interviews
Surveys
User
testing
Remote
User
testing

23. BLENDED RESEARCH
Interviews
Surveys
User
testing
Remote
User
testing

24. CONCLUSIONS

25. • There are a range of methods you can use
• You can adapt the approach to suit your needs
• Doesn’t have to be expensive, time consuming
or complex
• Can be a great way to get user buy in
• Satisfied users means a successful project!
CONCLUSIONS

26. THANKS!
chris.bush@sigma.se
wearesigma.com
@wearesigma / @suthen