Empowering Data-Driven Marketers: How UX Research & Usability Testing Can Positively Impact Your...
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Empowering Data-Driven Marketers: How UX Research & Usability Testing Can Positively
Impact Your Overall Brand ExperienceFeaturing Jeff Sauro
Quick Housekeeping
• Control panel on the side of your screen if you have any comments during the presentation
• Time at the end for Q&A
• Today’s webinar will be recorded for future viewing
• All attendees will receive a copy of the slides/recording
• Continue the discussion using #uzwebinar
2016 goals
1. Provide more UX resources to UX professionals.
2. Improve brand consistency.3. Improve “International” UXPA.
User Experience Professionals Association
(UXPA)
Annual Conference in Seattle, WAMay 31 – June 3uxpa2016.org
Monthly webinarsUser Experience Magazine
The Journal of Usability Studies
Visit www.uxpa.org for more info about the conference, webinars,
and other UX resources!
Measuring U 2016 4
UserZoom at a Glance
• All-in-one solution to rapidly test Usability & Measure UX
• Remote Unmoderated Usability Test (Qualitative or Think-out-loud)
• Usability Benchmarking • Card Sorting• Tree Testing• Screenshot Click Testing• Screenshot Timeout Testing• Online Surveys
• Test any digital UI at anytime during the product life cycle
The All-in-One UX Research Platform for the Data-Driven Enterprise
Measuring U 2016 5
Meet the Speaker
Jeff Sauro PhDFounding Principal | MeasuringU Measuringu.com @MeasuringU
BS Syracuse University
MA Stanford University
PhD University of Denver
IT & TV/Radio Film
Learning Design & Technology
Research Methods & Statistics
Measuring U 2016 6
That’s Not What UX does…That’s Not Marketing’s Job!
MarketingUX David RicardoLaw of Comparative
Advantage
Measuring U 2016 7
Division of Labor
Marketing UX
Quantitative Qualitative
Measures branding and satisfaction Measures behavior (if they measure anything)
Segmentation Personas
Considers what customers say Considers what customers do
Quantitative Qualitative
Measuring U 2016 8
Mixing Methods & Mindsets
• It’s OK to mix quantitative and qualitative
•Don’t be afraid to use surveys and observation
•Understand how the user experience affects brand attitudes and vice versa.
•Measure what people think and what they do, often in the same study.
Measuring U 2016 9
Budget Enterprise1
2
3
4
5
6
7
4.7 5.35.3 4.5
PrePost
Website Experiences Affect Brand Attitudes
Enterprise Brand favorability ratings dropped by 15% after users attempted to rent a car.
Very
Fav
orab
leVe
ry U
nfav
orab
le
12% 15%
Measuring U 2016 10
Mix Methods and Mindset
Steps1. Identify and collect Key Performance Indicator (KPIs)2. Uncover your customer segments and build personas
3. Collect a measure of UX Quality
4. Understand customers’ top tasks
5. Benchmark the Experience and link to KPIs
6. Mix quant and qual. methods to improve
7. Measure again
8. Link to changes in KPIs
Traditional “Owner”
Mar
ket
Rese
arch
UX
Rese
arch
Measuring U 2016 11
1. Identify & Collect the Key Performance Indicators (KPIs)
Branding Questions• Hotels.com is a Brand I can trust.• When thinking about renting a car, which company is your first choice?
Satisfaction (By Touchpoint)• How satisfied were you with installing the product?• How satisfied were you with recent call to customer support ?
Loyalty• How likely are you to recommend to a colleague or friend?
Future Intent• How likely are you to return and book a hotel on this website?
Look to leverage existing company KPIs
These are what you want to
IMPROVE
Measuring U 2016 12
2. Uncover customer segments and build personas
Key DifferentiatorsAge
Online Comfort
Income
Zillow Trust
Realtor Trust
Low
High
Low
High
Low
High
Low
High
Low
High “I don’t believe in it. I’d
rather make large monetary exchanges face-to-face.”
DemographicsAge: 57 years oldIncome: $50K-$100K Ethnicity: Caucasian Children: No children living in the homeMarital Status: DivorcedNext home purchase: 2+ yearsFirst home purchase: 20 years ago
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
23%
60%
18%
N = 1200Personas should come from large scale surveys and in depth interviews.
Measuring U 2016 13
3. Collect a measure of Website UX Quality : SUPR-Q
USABILITY CREDIBILITY (TRUST, VALUE & COMFORT)
LOYALTY APPEARANCE
• It is easy to navigate with this website
• This website is easy to use
• I will likely visit the website in the future
• How likely are you to recommend this website to a friend or colleague? [NPS]
• The information on this website is trustworthy.
• The information on this website is credible.
• The website has a clean and simple presentation
• I found the website to be attractive
Standardized User Experience Percentile Rank Questionnaire
More at suprq.com
Measuring U 2016 14
4. Find what customers want to do: Top Task Analysis
Separate the trivial many from the vi-tal few
TOP TASK ANALYSISVital few tasks
Trivial Tasks
Measuring U 2016 15
Measuring U 2016 16
Automotive Websites Top Tasks
Pick Only Five
Measuring U 2016 17
Automotive Website: 94 Tasks
-5%
0%
5%
10%
15%
20%
25%
30%
Trivial “Long Tail” Tasks
Long Neck
How many miles per gallon will a car get?
Measuring U 2016 18
Top Tasks: Health Insurance Website
0%
1%
2%
3%
4%
5%
6%
7%“Find someone close to my home/office”“See if my healthcare professional will accept my insurance”
“See if a particular doctor is in my plan”
Measuring U 2016 19
5. Benchmark The Experience: SUPRQ
Error bars represent 90% confidence intervals | N: 394
SUPR-Q Usability Trust, Value & Comfort Loyalty Appearance NPS (Raw %)0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
81% 76% 79% 75% 75% 35%
Measuring U 2016 20
Task Data
Error bars represent 90% confidence intervals | N: 394
Search Browse Checkout Fulfillment0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
70% 61% 62% 63%
These are your top-tasks per user segment.
Measuring U 2016 21
Link activities to KPIsHow likely are you to book a hotel on your next visit?
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
Percent of Maximum Score
Impo
rtanc
e (B
eta
Coeffi
cient
)
Brand Awareness
Trust in Price
Website Usability
Measuring U 2016 22
Link activities to KPIsHow likely are you to recommend this website to a friend? [Categorized Verbatim Responses]
NPS %Simplify/Ease/Nav
Specific Suggestions
Design Ads Conditions & Opinions
Search Speed Readability Comparisons Zip Codes Survey Comments
-19% 0% 45% 100% -25% -29% 80% 50% 25% 0% 0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
34% 18% 10% 7% 7% 6% 5% 4% 4% 3% 3%
Measuring U 2016 23
6. Mix Quant & Qual. Methods to Improve
CARD SORTING
HEURISTICEVALUATIONS
FIRST CLICKTESTING
KEYSTROKELEVEL MODELING
TREE TESTING
AnalyticEmpirical
USABILITY TESTING
Measuring U 2016 24
6. Compare After Changes: SUPR-Q Year-Over-Year
Error bars represent 90% confidence intervals | N: 394, 148
Statistical improvement in UX Quality Scores
SUPR-Q Usability Trust, Value & Comfort Loyalty Appearance NPS (Raw %)0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
81% 76% 79% 75% 75% 35%95% 91% 98% 87% 94% 62%
Desktop 12/13Desktop 15/16
DATA COLLECTION
Measuring U 2016 26
Data Collection Methods
WEBSITE INTERCEPTS
TARGETED SURVEYS
Leverage existing survey efforts where possible.
Measuring U 2016 27
Typical Combined Study Flow in UserZoom
Welcome Page Segmentation & Branding Questions
Task Description
Tasks Post Task Questions Post Study Questions
Measuring U 2016 28
Integrate Survey Data with Website Behaviors
UserZoom Google Analytics
Measuring U 2016 29
Mix Methods and Mindset
Steps1. Identify and collect Key Performance Indicator (KPIs)2. Uncover your customer segments and build personas
3. Collect a measure of UX Quality
4. Understand customers’ top tasks
5. Benchmark the Experience and link to KPIs
6. Mix quant and qual. methods to improve
7. Measure again
8. Link to changes in KPIs
Traditional “Owner”
Mar
ket
Rese
arch
UX
Rese
arch
Learn MoreLondon June 16th
Creating a Plan to Measure the User Experience Hosted By UserZoom @ Altitude 360 London
Rome June 20th-22ndUX Boot CampMeasuringu.com/italyux.php
Chicago July 15th Quantifying the User Experience (Half Day Workshop)Measuringu.com/chicago.php
Denver Aug 17th-19th UX Boot Campdenverux.com
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