What is Usability and User Experience?

I’ve fond memories of the session that my talk is about…

What is Usability and User Experience?

Thankfully this is my earlier tweet…

Remote versus ModeratedUsability Testing

by Paul RoukeHead of Usability at PRWD

4th October 2011 @ Internet Retailing Conference Novotel, Hammersmith, London

The UK’s Leading North WestBased Usability & Conversion Optimisation Consultancy

About PRWD

We provide services to help retailers improve their website conversion rate

•Usability testing (moderated & remote)•Expert evaluations•Usability training•In-house consultancy•Conversion rate optimisation

PRWD Clients IncludePRWD clients that we can talk about

How important is usability testing?

Comparison of moderated & remote testing

What business questions can usability testing answer?

A moderated test session with one of you!

Session agenda

How important is usability testing?

Comparison of moderated & remote testing

What business questions can usability testing answer?

A moderated test session with one of you!

Session agenda

We all know how important it is to be considerate of what people want…

especially when buying Christmas presents…

…look what can happen when we’re not!

What is Usability and User Experience?

From experience, usability testing is THE most enlightening and powerful activity that

retailers can carry out to answer a very extensive

range of questions which can be crucial to how their e-commerce

site performs

What is Usability and User Experience?

a short case study...

Matthew Lawson, Head of conversion at Appliances Online

“I introduced user-centered design, but I had to

get the business bought into it. So I did this by

buying 125 videos from WhatUsersDo, where

you set a task for a customer to go away onto

your site and try and make a purchase”

“This gave us 250 hours of footage which was too

much content to watch through. So I used crowd

sourcing... we gave five videos to each senior

manager including the CEO and this gave us insight

into what we needed to change from our

proposition, the size of the images to where we put

the buy button and it actually gave our customers a

voice which went directly to the managers”

What is Usability and User Experience?

Results?

9.5% increase in sales

37% more visitors viewed product videos

11% increase in customer reviews

33% reduction in calls about delivery

What is Usability and User Experience?

Full insights & videos available here

http://bit.ly/lovetesting

Have we ever watched people using our website?Do we actually know why so many people leave our website at a certain stage?Do we know why visitors are choosing to call customer services?Do we know why visitors aren’t clicking on what we want them to?

How much money do we spend getting people to our website versus making sure they do what we want them to do once they are there?

A few questions for you to consider

How important is usability testing?

Comparison of moderated & remote testing

What business questions can usability testing answer?

A moderated test session with one of you!

Session agenda

1

2

3

4

Planning

Testing

Expert Analysis & Reporting

In-house Strategy Presentation

1 Planning

Determining tasks & journey’s

Basic user recruitment

Advanced user recruitment

Recruit client’s customers

Location

Remote Moderated

Anywhere To where you can get to

1

2

3

4

Planning

Testing

Expert Analysis & Reporting

In-house Strategy Presentation

2 Test session - activities

Session is facilitated by a moderator

User’s provide think out-loud feedback

User’s take part on their own computer

User’s asked questions in real-time

Client can observe the sessions live

Client can ask questions live

Remote Moderated

2 Test session - outputs

Screen capture of user’s session

Audio recording of user’s comments

Webcam recording of users

Remote Moderated

2 Test session – turnaround times

Average turnaround times*

Remote Moderated

24 hours 2 weeks

* From finalising scenario to having videos of test session

1

2

3

4

Planning

Testing

Expert Analysis & Reporting

In-house Strategy Presentation

1

2

3

4

Planning

Testing

Expert Analysis & Reporting

In-house Strategy Presentation

4 In-house strategy presentation

What this typically involves

1.Observing video recordings

2.Knowledge sharing on key insights gained

3.Discussing the impact on the business strategy

4.Planning next steps

How important is usability testing?

Comparison of moderated & remote testing

What business questions can usability testing answer?

A moderated test session with one of you!

Session agenda

What is Usability and User Experience?

First of all, what types of insight can usability testing provide?

Online behaviourUser attitudesBrand perceptionCustomer research

Usability & user experience

Usability testing can provide insights on...

& last but by no means least…

What is Usability and User Experience?

What questions do people want to know the answers

to in order to commit to buy/click/proceed?

What is Usability and User Experience?

How do users respond to being forced to register or

create an account?

What is Usability and User Experience?

What are the main reasons you decide not to buy from

a retailer online?

What is Usability and User Experience?

How important are product videos to you and when would

you expect to see them?

What is Usability and User Experience?

67 business questions usability testing can answer

http://bit.ly/67questions

How important is usability testing?

Comparison of moderated & remote testing

What business questions can usability testing answer?

A moderated test session with one of you!

Session agenda

9 women x 9 hours

Some insights from usability testing with our client

XX

How quickly do we want to gain feedback

from users?

What depth of insight do we want

to gain from usability testing?

Connect with me

http://uk.linkedin.com/in/paulrouke

Office:0161 228 0585

Mobile:07739 745 126

Email:paulrouke @ prwd.co.uk

Web:http://www.prwd.co.uk

PRWD22 Lever StreetManchesterM1 1EA

http://twitter.com/paulrouke

Thankyou for listening to “Remote versus Moderated

Usability Testing” by Paul Rouke

Slides, usability testing resources & best practice available here:

http://bit.ly/CROresources