How and why you should do UX Testing, Tech Meeting
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Transcript of How and why you should do UX Testing, Tech Meeting
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 1 Julien Roland, Managing Partner @ Uservalue
HOW and WHY you need to do UX Testing
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 2
Julien
Dorit
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 3
1000+ hours of user tests and interviews
100+ user interfaces optimized
29 international partners
15+ years of experience
3 languages
Key facts about us
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 4
4 key messages about UX Testing #1 : Good for Users … but also good for Businesses #2 : No UX without Users : Test … and more Tests #3 : It’s possible to measure UX … and you should do it #4 : Design is a social process, and Testing is a tool for change
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 5
ü Easy to use ü Efficient
ü Attractive ü Productive
ü Generate Clicks ü Convincing
UX, Usability, Software Ergonomics … ?
(according to us) Make digital user interfaces more efficient, for Users and for Businesses.
Website
Apps
Smart TV
Software
Credit Photo: AP
User Interfaces that Work ?
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 6
ROI of User Experience - Some Facts & Figures
Source : Flickr
Sou
rces
: U
X 1
01, N
iels
en N
orm
an G
roup
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Quittent le site à cause d'une mauvaise
expérience
Des acheteurs parlent de leur mauvaise
expérience
On dépense 10% en budget pour gagner 83%
en KPI
68%
44%
10%
83%
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 7
Rising awareness regarding the importance of User Experience
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 8 Sources : www.userexperience.co.nz
… even if it’s not always easy to convince clients to do good UX
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 9
Meet real users
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 10
WHATCH PEOPLE USE THE SOFTWARE
ü Interviews ü Actual use
ü Tasks oriented ü 5 – 20 people
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 11
Discover usability problems
Assess the « quality » of one or more interfaces
(incl. measures)
Formative Tests Summative Tests
Vs. ?
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 12
WHEN TO DO USER TESTS ?
Define what to improve
Test iteratively
Compare 2 designs
Assess the quality of UX
Old design
New design
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 13
Guerilla À distance, non modéré
À distance, modéré
En Lab
Desktop, Mobile / Responsive
Apps (Smartphone)
Intranet/App. Enterprise/App. Industrielle
Sélection des profils participants
Participants distribués géographiquement
Sessions dans plusieurs langues
Adapté à des tests fréquents, itératifs
Données qualitatives riches sur les comportements et attentes
Sessions Limitées
Pas de modérateur
Nombre de participants (typiquement) < 10 Non limité 8 – 16 8 - 16
Durée de chaque session < 20 minutes (3-5 tâches)
20 minutes (* 5 tâches)
45min – 1h15 (* 15 tâches)
45min – 1h15 (* 15 tâches)
Données quantitatives, échantillon réduit (8 - 12)
Données quantitatives, échantillon large
Rapport, Vidéos Minimal Pas de vidéos
Observer les sessions en temps réel
Debriefing en temps réel avec les clients pendant les sessions
Mode d’intervention - Wireframing - UX Coaching
- Combi. Lab - UX Coaching
Stand alone Stand alone
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 14
MYTH : YOU ARE LIKE YOUR USERS
Source : Flickr
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 15 Source : sandrinedet.wordpress.com
MYTH : IF YOU ARE AN EXPERT, YOU DON’T NEED TO TEST
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 16
PERFORMANCE
0
10
20
30
40
50
60
70
80
90
100
SUS Score
49
Non acceptable
Marginal
Acceptable
Pauvre
OK
Bien
Excellent
(score, avec marge d’erreur, 95% confiance)
SCORE
6 10 2 3 4 9 11 12 5 1 7 8 S N/A F S F N/A S F N/A N/A F N/A S S S S S S S S S S S S F F F F F F F F F S S S S F S S S F S S F S S S F F F F F F F S S S F S S S S S S S S S S S S S N/A N/A N/A N/A N/A N/A N/A N/A N/A S N/A N/A F F F F F F F S S S S S N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A S S S S S S S S S S S S N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A F F S F F F S S S S S F F S S S S F F F S F S S F S S S S S S S N/A S S S S F F F F S S F F S S S F F F F N/A N/A F F N/A F S S
# tâ
che
# participant
MEASURE THE USER EXPERIENCE
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 17
1.00
2.00
3.00
4.00
5.00
6.00
7.00 DIFFICULTY
-3
-2
-1
0
1
2
3
QH-I QH-S ATT QP
ATTRACTIVENESS
MEASURE THE USER EXPERIENCE
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 18 Source : Flickr
ü Meet real users ü Test and observe their behaviour ü Don’t just listen to what they say
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 19
Tests Utilisateurs
≠ Focus Groups
Source : A. Colville, « Cheval et Train »
WHY YOU NEED TO TEST, NOT JUST ASK WHAT THEY WANT
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 20
WHY YOU NEED TO OBSERVE, NOT JUST ASK WHAT THEY THINK
Source : « Strangers to ourselves » book cover, Th. Wilson
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 21
ü Make the users real
ü Show HCD in practice, don’t tell
ü Convince with facts, not opinions
ü Agree on what needs to be done
MAKE CHANGE HAPPEN THROUGH TESTING
© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 22
MERCI !
USERVALUE Y-Parc
Rue Galilée 7 1400 Yverdon
tel. +41 24 552 04 00 [email protected]