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1 Get it RITE! user checks! Snel naar een sterk verbeterd ontwerp Presentation by Userneeds - Anouschka Scholten Rabobank CX day Banking for Buttons - June 24, 2015

2

3 Getting to empathy! A key function of usability testing

4 Usability testing is about observing behaviour Watch the user do what comes naturally, while performing a task (thinking aloud). Don't help. Not asking about opinion.

5 9+ organisatie Emotionele klantbeleving

6 Quantitative methods?

7 Focus groups Surveys Verify Remote tracking Usability testing Market driven User driven

8 Usability ROI Increased conversion rates whatever the user goal is (purchase, download, troubleshooting etc), they can achieve it with ease Increased productivity (for in-house apps and intranet sites) Reduced need for help desk intervention Reduced fall off rate at checkout (for ecommerce sites/apps)

9 No usability testing Customer dissatisfaction Lose of potential income Losing money on marketing Higher development costs Bad reputation Staying behind the competition

10 Usability Test traditional 1 round of testing" In a lab environment, eye tracking Moderator is a UX er, designer indirectly involved" " Process based

11 Usablity test drawbacks 1 time, at end design process An extensive report, little or no redesign No retest Not in user context High costs: lab, eye tracking, special UX researcher Schedule well in advance (at least 1 month)

12

13 User Checks Agile Usability Test Test and retest within 1 week In the users context, quick and easy set up Designer conducts the test Value based

14 User checks - Agile usability test cycle in 1 week Again or To final design 1 " Test Objectives 6 " Redesign 5 " Evaluate findings 1st round 2 " User goals 8 " Evaluate findings 2nd round 7 " User checks 4 " User checks 3 " Tasks

15 Rapid Iterative Testing Rabobank

16 User Checks set up Test script with real tasks Real target users as participants Ideally conducted in context user on their own device Record audio and screen capture 1 test moderator (UX designer preferably) 1 observer (captures the literal session; statements, answers to questions and behavior that occurs) btw. more observers are possible, but not too much and really on the background)

17 Redesign Greenchoice.nl, project Angi Studio:"

18 GGD Haaglanden project Angi Studio:

19 Subsidie aanvraagsysteem Gemeente Den Haag, project Angi Studio:

20 Design new site ggdhaaglanden.nl User check with a doctor in his office GGD Haaglanden project Angi Studio:"

21 Redesign LINDA subscription Project Angi Studio: Bij Meiden verwacht ik 14 tot 21...oh, ik denk dat ik toch wel in die doelgroep val als ik het zo lees? LINDA.Girls.. I expect this is for 14 till 21 year old oh, reading this subscription I think it actually does fit me? Pop-up information about LINDA.meiden

22 Sub home Subscription with incentive - mobile Zo onder elkaar is duidelijk, je kunt er zo doorheen Very clear and easy to walk through this way, underneath each other Lange lijst om te scrollen vormde geen enkel probleem Scrolling was no problem at all on mobile Navigeren met hoofdmenu gebeurde eerst ronde niet. Sticky menu bood ook geen oplossing Navigating via main menu on top wasn t used, it was ignored, even with a sticky menu dead end alert! 2 e round: de footer met menu, werd wel gebruikt Footer with next step was used Project van Angi Studio:

23 User checks drawbacks Too unexperienced, biased designer Keeping in pace with development With high fidelity testing it demands velocity for retest with high multidisciplinary efforts: product owners, IxD, visual design and content

24 Compared Tradit. usability tests User checks Cost From EUR From EUR Test participants Who performs UX researcher/specialist + observer Designer + observer Where Lab In context user or meeting room How often Once Twice or more With 1 MVP/design 2 or more variations of MVP/ design Equipment Laptop/mobile, Eytracking, video Laptop/mobile, audio- and screen capture Plan At least 1 month upfront Recruit (target) users and conduct You get Report, 1-2 weeks later Improvements in design and retest within 1 week

25 5 Evaluate Findings The findings, issues Collect Findings Prioritize issues to be solved: prioritize from the business/user goals perspective, rate them Do this with the whole team

26 5 Evaluate Findings Design improvements Improvements on every level, note down (labeling, content, categorization, visual assets, interaction, concept, flow, persuasion) > but keep the business/user goals perspective in mind (focus)! Prioritize by Impact & Effort (matrix) or dot-vote Choose improvement(s) to be re-tested Do this with the whole team

27 Impact & Effort matrix Impact: creates high/low value for users effort: high/low effort in terms of time, knowledge, tools, people Do this with the whole team incl. decision makers! Source:

28 6 " Hypothesis and improve Prepare to retest Improve the design Set up the hypothesis (or more than one) We believe that [this statement is true (e.g adding social proof, better labeling, visual cues will )] We will know we are right/wrong when we have the following result [quantitative feedback; qualitative feedback; KPI; }

29 Nothing is more important than people....having that passion and drive and conviction that your product is genuinely going to make people s lives better. Ann Francke, CEO of the Chartered Management Institute

30 powerful! agile usability testing with user checks

31 What do you take along?!!

32 Questions?!

33 thank you!

user checks! improve your design significantly"

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