#users1st

Getting started

with UX research

• Introduction

• Getting started with UX research

• Extracting and sharing insights

• 3 things to remember

• UX clinic (optional)

Agenda

• Define goals

• Design a test

• Analysing it (with Laura)

During the

workshop you will:

• Turning Business Objectives into

Research Objectives

• Decrease the shopping cart abandonment rate ➔ Identify

the conversion killers during the end-to-end journeys,

focusing on the shopping cart as journey landmark.

From business to

users

The right number

of participants

• Panel segmentation

• Online Screener

• Private Panel

Do you have/use personas?

Who to test with

• They should set a scenario

• They should be completed by users within 20 minutes

Tasks

Tasks

“Start the screen recorder and click on the displayed link.

(Please make sure you follow every instruction and talk

through your experience while you provide us with your

opinions. Remember, we are testing the site, not you.)”

“This concludes our test, thank you for your participation.

You can now stop the screen recorder.”

Meta-tasks

Now I will show you task lists for 3 different test types:

• “How users search?” test

• Behavioural (open) end-to-end journey

• Directed test

Tasks

How users search?

1. Open a new browser window and search for at least two home

insurance quotes, as you normally would.

2. Compare them, and tell us, which one do you prefer, and why?

3. If they were exactly the same price, would that change your

preference?

Behavioural (Open) end-to-end journey

1. Without thinking too much, say what three words come to mind

about [airline name]?

2. What comes to your mind when you look at this page?

3. Would you give your credit card details if requested by this

page? (You will not have to during this test, but we are

interested if you would do so in real life.)

4. Where would you click first on this page?

5. Imagine that you have to fly to the United Kingdom in February

2015. Find a flight. (Spend no more then 5 minutes on this task.)

6. Book the flight. Proceed as far as you can, but stop before

entering payment details. (You can use fake data, if you are not

confortable with providing your personal details.)

7. Book a hotel room for the duration of your stay in the UK.

(Choose a city you would genuinely want to visit.)

8. If you had a magic wand how would you improve our website?

Directed test

1. Without thinking too much, say what three words come to mind

about

2. Have you had any problems with *** in the past? If yes, how did

you solved it? Have you contacted the support by phone or used

the website to find a solution?

3. Imagine that you have ordered "Flowers in 3 Hours" from *** and

they were not delivered. You ordered them more then 3 hours

ago, before 3PM. How would you solve this problem. Try to

solve this problem, do as much as you can on our website, as

you normally would. (Spend no more then 5 minutes on this

task. Please tell us, if/when would you give up using the site and

call support.)

5. Imagine that you have ordered two All Flower Bouquets and only

one of them arrived. Use http://***/contact-us to solve this

problem.

6. Open a new tab in your browser and enter http://***/contact-us

Imagine that now (totally unrelated to the previous orders) you

have ordered Pink Radiance Hand-tied Bouquet. They arrived,

but the pink Oriental lilies were in a terrible state, some petals

clearly missing or in a very rugged state. Try to solve this issue

using the contact form.

7. If you had a magic wand how would you improve our contact

form?

“Start the screen recorder and click on the displayed link.

(Please make sure you follow every instruction and talk

through your experience while you provide us with your

opinions. Remember, we are testing the site, not you.)”

“This concludes our test, thank you for your participation.

You can now stop the screen recorder.”

You are the new

conversion manager of

ao.com. Write a task list.

1. What do you expect to buy in an online pharmacy. Do you prefer

online or offline pharmacies? Why? Which online pharmacy site

you visit most often, if any?

2. Enter this URL into your browser: http://goo.gl/*** What comes to

your mind when you look at this page?

3. Find a gift you would genuinely buy for your partner or a family

member. Add it to the shopping cart.

4. Use the search bar to find another gift. Add it to the shopping

cart.

5. Without using the search bar find a toothbrush for yourself. Add

it to the shopping cart.

6. Proceed to buy the remaining items, but please stop before

entering credit card details. Please comment on the delivery

options. Tell us what do you think what "Click & Collect" is, and

what do you think of it?

7. Imagine that you went through the checkout, and the items have

arrived, but when you opened the toothbrush's packaging, you

have found out that it was broken. How would you return it? Do

as much as you can on our website. Please read our returns

policy and tell us how does that affect your confidence in

purchasing from the site.

8. Imagine that you went through the checkout, and the items have

arrived, but when you opened the toothbrush's packaging, you

have found out that it was broken. How would you return it? Do

as much as you can on our website. Please read our returns

policy and tell us how does that affect your confidence in

purchasing from the site.

9. If you had a magic wand how would you improve our website?

10 rounds of testing with UK consumers, half of whom had bought white

goods online and half who had not.

Users were tasked with buying a white good online and started their

journey at one of three places:

• ao.com (to identify points of friction)

• a competitor site (to identify their strengths and weaknesses)

• a Google search (to see how people naturally research and buy white

goods).

What did

ao.com do?

• Increased online sales by 9.5%

• reduced calls to the customer support team by 33%

• increased online engagement with 11% growth in

customer reviews.

Did it work for

ao.com?

Exit question

We have:

• Defined goals

• Learned about panel segmentation

• Created a task-list for the tests

Summary