Day 2: Steve Krug Closing Keynote
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Transcript of Day 2: Steve Krug Closing Keynote
Closing Keynote: You're NOT doing usability
testing? Are you…nuts? Steve Krug, Author, Don't Make Me Think and Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems
Steve Krug
Conversion Conference East Oct. 20, 2011
You're NOT doing usability testing?
Are you…nuts?
#convcon @skrug © 2001 Steve Krug
Who is this guy, anyway?
Steve Krug (steev kroog) (noun) 1. Son, husband, father 2. Resident of Brookline, MA 3. Usability consultant
Advanced Common Sense Me and a few well-placed mirrors Corporate motto: �It�s not rocket surgery™�
#convcon @skrug
Welcome to the last session
A few opening thoughts Think: �These are not the droids you�re
looking for…�
© 2001 Steve Krug
© 2001 Steve Krug
You are feeling relaxed, alert, and comfortable
© 2001 Steve Krug
Your energy and attention levels are as high as they�ve ever been
© 2001 Steve Krug
You are not stressing about getting to the airport
© 2001 Steve Krug
Your head is not too full to accept any more input
#convcon @skrug
Obligatory social networking slide
#convcon @skrug I was going to pretweet for your
convenience Thanks to Lou Rosenfeld
But I�m not sure I can predict for you
© 2001 Steve Krug
#convcon @skrug
Show of hands
Help me calibrate Have read Don�t Make Me Think? Have read Rocket Surgery Made Easy?
© 2001 Steve Krug
#convcon @skrug © 2001 Steve Krug
Show of hands?
Have you ever done usability testing of your site?
How often and when? Never? Right before (or right after) product ships? Routine (several times during
development)?
#convcon @skrug © 2001 Steve Krug
What I�ve learned about conversion
#convcon @skrug
What I�ve learned about conversion
I hate to parachute into conferences I knew a thing or two already I read [most of] Tim�s book when it
came out I have a no-better-than-chance record at
Which Test Won I did some reading to brush up
© 2001 Steve Krug
© 2001 Steve Krug
#convcon @skrug
Cialdini!
�We will be more successful [convincing people to take an action] if we provide a reason.�
�To deal with [our extraordinarily complicated stimulus environment], we need shortcuts.�
�We expect discount coupons to save us money
AND the time and mental energy required to think about [how to save money].�
© 2001 Steve Krug
#convcon @skrug
Cialdini!
So much of it reminded me of things I�ve learned from usability testing
After eight pages, I was in insight overload
© 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug
#convcon @skrug
And some great sessions here
Empathy! Amy Africa!
© 2001 Steve Krug
#convcon @skrug
Takeaways
You have ton of methods and tips They all make perfect sense
...even if some contradict each other
Almost all produce 40%-650% increase in conversion Seriously. I believe it.
You�re not just about quantitative [anymore]
Apparently, you never sleep © 2001 Steve Krug
#convcon @skrug
What is a usability test?
Watching people try to use what you create while thinking out loud
NOT a focus group Focus groups are about opinions Usability tests are about watching people
use things
© 2001 Steve Krug
#convcon @skrug © 2001 Steve Krug
My intent for today
Convince you that you should be testing, or testing more
Show you how easy it can/should be
#convcon @skrug
Admittedly, I�m a guy with a hammer
Best thing I know of for improving anything people interact with Gets you away from designing by personal
biases Shared experience for team Aha moment: Our users are not like us Full of insights and surprises
It just works
© 2001 Steve Krug
#convcon @skrug
Here�s the thing…
All sites (including yours and mine) have serious usability problems
Tuning without fixing the problems is like painting over potholes
A/B tests don�t get you the same kinds of insights
© 2001 Steve Krug
#convcon @skrug
Something I learned at SxSW
© 2001 Steve Krug
Joshua Porter (blog: Bokardo) �Metrics Driven Design� Please ignore how much better his slides are
© 2001 Steve Krug
From: �Metrics Driven Design� by Joshua Porter, SxSW 2010
© 2001 Steve Krug
From: �Metrics Driven Design� by Joshua Porter, SxSW 2010
© 2001 Steve Krug
From: �Metrics Driven Design� by Joshua Porter, SxSW 2010
#convcon @skrug © 2001 Steve Krug
The plan
A live demo test So you can see how simple it should be Thanks to everyone who volunteered their
site
The whole book in 15 minutes Only a two-hour read
Questions
#convcon @skrug
I believe anyone can do it
...if they keep it simple enough
© 2001 Steve Krug
#convcon @skrug
Most sites don�t get tested
$$$ Time
No one has the time to do it It will slow the process down
© 2001 Steve Krug
#convcon @skrug
Traditional usability testing
Lab Experienced professional 8 users, minimum Big honkin� report Weeks of work, usually by an outsider $5k - $10k Happens rarely
© 2001 Steve Krug
#convcon @skrug © 2001 Steve Krug
Rocket Surgery usability testing
Three users per round Three should be plenty You�ll be doing it again next month You�ll find more problems than you can fix
No lab or mirrors Set up a monitor in another room so the
development team can watch
No elaborate recruiting �Recruit loosely and grade on a curve�
#convcon @skrug © 2001 Steve Krug
Do-it-yourself usability testing
Record with Camtasia or Morae (Techsmith.com) or CamStudio
No stats, no exit questions, no faux validity
No big report Debrief over lunch
#convcon @skrug
A demo test
© 2001 Steve Krug
#convcon @skrug
We need a volunteer
Qualifying criteria: Have used a Web browser English-speaking adult Doesn�t work for ____________ Not a low-talker Because we have a large pool, someone into
sustainability and things green It�s painless! You�ll get a big round of applause when
we�re done © 2001 Steve Krug
#convcon @skrug
RSME: The fifteen minute version
Six maxims
© 2001 Steve Krug
© 2001 Steve Krug
A morning a month, that�s all we ask.
© 2001 Steve Krug
© 2001 Steve Krug
#convcon @skrug
Start small, if necessary
Not monthly; one time Test competitors/comparables
© 2001 Steve Krug
© 2001 Steve Krug
Start earlier than you think makes sense.
#convcon @skrug
Incorrect thinking
© 2001 Steve Krug
#convcon @skrug
Correct thinking
© 2001 Steve Krug
© 2001 Steve Krug
Recruit loosely and grade on a curve.
© 2001 Steve Krug
Naturally,)we)need)to)test)people)who)are)just)like)our)target)
audience.)
…)people)who)are)a)lot)like)our)users.
…)people)who)actually)use)our)
site.
Representa:ve)users!
Real)users!
© 2001 Steve Krug
© 2001 Steve Krug
Make it a spectator sport.
© 2001 Steve Krug
© 2001 Steve Krug
Focus ruthlessly on a small number of the most important problems.
#convcon @skrug
Testing works too well
If you�ve done any testing, you know uncovers lots of problems quickly
But I finally realized this is part of the problem:
It takes far less resources to find problems than to fix them
You can find more in a day than you can fix in a month
© 2001 Steve Krug
© 2001 Steve Krug
Problems you can find with just a few test participants
Problems you have the resources to fix
© 2001 Steve Krug
© 2001 Steve Krug
When fixing problems, always do the least you can do™.
#convcon @skrug © 2001 Steve Krug
Your motto should be…
What�s the smallest change we can make that we think might solve the observed problem?
Tweak, don�t redesign
© 2001 Steve Krug
© 2001 Steve Krug
#convcon @skrug
Resources aplenty
© 2001 Steve Krug
#convcon @skrug
There�s a complete demo online
www.sensible.com Or Google �Steve Krug� on YouTube
© 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug
© 2001 Steve Krug
#convcon @skrug © 2001 Steve Krug
#convcon @skrug
…and all the documents in the book
Test script Checklists Handouts www.sensible.com
Got to the Rocket Surgery book page Turn left at �Downloads�
© 2001 Steve Krug
#convcon @skrug
Run, do not walk, to Amazon.com
© 2001 Steve Krug
#convcon @skrug
And the companion volume…
© 2001 Steve Krug
#convcon @skrug © 2001 Steve Krug
Thanks for all the fish
Send any questions, feedback, gripes to
[email protected] @skrug on the Twitter
And come visit
www.sensible.com
#convcon @skrug
Questions, anyone?
© 2001 Steve Krug
© 2011 Steve Krug