WhatUsersDo - How User Testing can work for agencies - Jason Bell / Havas
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24 February 2015 User Experience Testing and Havas
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Transcript of WhatUsersDo - How User Testing can work for agencies - Jason Bell / Havas
24 February 2015
User Experience Testing and Havas
Context
Vital part of a
wider UX
toolkit
Working with
whatusersdo
since 2013Over 30 hours
of footage
Over 100
usability testing
videos
c.10 clients
and prospects
across many
sectors
Where we use it in the agency cycle
Discovery & Onboarding
Strategy
Asset Development
Optimisation &
Improvement
New Business Planning
Pitch
Part of a wider UX toolkit
− Heat mapping
− Benchmarking
− Analytics behaviour
− Discount usability testing
− Lab-based usability testing
− Card sorting
− Social media analysis
− Desktop critique
− Predictive analysis
− Persona development
Where remote-based usability testing really works hard, wins clients and improves our offering …
Discovery & Onboarding
Strategy
Asset Development
Optimisation &
Improvement
New Business Planning
Pitch
Discovery & Onboarding
Strategy
Asset Development
Optimisation &
Improvement
New Business Planning
Here Pitch
Here
10 benefits to us as an agency…
Benefits
1. “Hunches” verified by the target audience
1. Helps ensure the experience helps people make the right decision
1. Quick
1. Unlocks sales opportunity (by implementing the recommendations)
1. Sets you apart at pitches and prospects love it
1. Allows you to gain primary insight on new devices
2. Priories and categorise IA based on what users want
1. Ensure you make key CTAs obvious by lessening required thought
1. Gives clarity on how the everyday person actually consumes and navigates content. Not how we think they do.
1. Reduces a lot of the heavy lifting associated with UX testing:
− Participant recruitment
− Auditing and prioritising issues
− Report writing
PRACTICAL LEARNINGS
Quite often it’s the little things that make the big difference and the improvements are quite surgical…
Surgical
Before After Inspiration
Surgical
?
?
Surgical
Strategic insight into human behaviour
Search
Share
SeeSolve
BelieveDiscover
Learn
Goal
Exposure Behaviour Experience Outcome
How do they first
encounter the
brand?
What behaviour
does it trigger?
How do we help
them convince
themselves?
What action do
they take?
Goal directed
Self Discovery
Exploratory
THX : )
Jason BellHead of Digital Strategy
Email: [email protected]
We inspire lasting brand relationships
