@jonathan_rubin

Hands-On Usability Testing

Jonathan RubinUXPA-DC User Experience IntensiveFeb. 27, 2013

Before we begin…

1. What do you already know about usability testing?

2. What do you want to learn today?

Limitations of Opinion

“The accuracy of subjective reports is so poor as to suggest that any introspective access that may exist is not sufficient to produce generally correct or reliable reports.”- R. E. Nisbett and T. D. Wilson, On telling more than we can know: Verbal reports on mental processes, Psychological Review, Vol 84. (1977)

To improve a product…

1. Reliable data is crucial

To improve a product…

1. Reliable data is crucial2. Need to find out user

expectations

Usability =

The ease with which people can employ a particular tool or other human-made object in order to achieve a particular goal - Wikipedia

Usability = 5 E’s

EffectiveEfficientEngaging Error TolerantEasy To Learn- Whitney Quesenbery (2004) ‘Balancing the 5Es: Usability’

Your turn: What sites have these?EffectiveEfficientEngaging Error TolerantEasy To Learn

Usability Testing =

Setting a series of tasks for people to complete and noting any problems they encounter – Andy Budd

What’s involved in a usability test• Participants performing meaningful tasks• Real users – not your BFF• Observers (you or design team)• Recording data for analysis

You can test ANYTHING

• Hand-drawn sketch• Wireframe• Screenshot / JPG• HTML prototype• Live site• Competitor’s site!

Why care about usability?

• Simple errors can lead to big problems• If the customer isn’t happy, nobody’s

happy.• If visitors can’t easily access your info,

why have a site at all?• Casual visitors have a different experience

than those who work with a website every day.

Usability = Good Customer Service

What’s the ROI?

“Spending 10% of your development budget on usability should improve your conversion rate by 83%.”

– Jakob Nielson

What’s the ROI?

• Reduced developer time

What’s the ROI?

• Reduced developer time• Reduced training time

What’s the ROI?

• Reduced developer time• Reduced training time• Reduced help desk calls / emails

What’s the ROI?

• Reduced developer time• Reduced training time• Reduced help desk calls / emails• Higher task completion rate

What’s the ROI?

• Reduced developer time• Reduced training time• Reduced help desk calls / emails• Higher task completion rate• Increased productivity

What’s the ROI?

• Reduced developer time• Reduced training time• Reduced help desk calls / emails• Higher task completion rate• Increased productivity• PR boost

Your turn: Any usability problems?• Break into groups• Three usability problems you’ve seen• 5 min.

Common usability problems• Too many words• Excessive “insider speak” or jargon• Critical tasks hard to find• Poor navigation• Irrelevant search Results

Launch!

Launch!

Here!

Launch!

Resistance to change

Time

Your boss says:

Know your users, for you are not them

Remember:

Usability testing examines 4 things:• Navigation• Presentation• Content• Interaction

Formal Informal

Recruiting, testing done for you

DIY

Trained Facilitators Facilitators-in-training (i.e. You)

Smaller chance of bias Larger chance of bias

Lengthy to set up + implement

Fast setup, use immediately

Gorgeous Reports Word Templates

Expensive ($5k and up) Cheap / free

Informal Testing, AKA..

• Discount Testing• Quick Testing• Hallway Testing• Guerilla Testing• Rapid Iterative Testing

Hallway test

39

Remuneration (cash and beyond)

• Money • Gift Certificates • Food (think blood drive)• A heartfelt thanks (i.e. nada)

Diminishing returns

Diminishing returnsSweet Spot

Top Tasks – Why they came here

• Order a pizza• Find your contact information• Register for a class• Leave a comment• Get a rate quote• Learn about your services

Active Listening / Think-Aloud Protocol

• Tester does 90% of talking• You = Therapist / Travel Agent• Open Ended Questions (if any)• Non-leading responses – “Thanks for the

feedback!”• Take notes but give attention

Let’s see it in action

• Volunteers?

Team sport51

Let’s do it!

• Break into groups• Create 5 tasks for your site• Test• Debrief about results• Share

Thanks!

Jonathan RubinJdr613@gmail.comTwitter: Jonathan_rubin