Giel de Nijs October 22, 2008 First steps towards an online user experience testing community.
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Transcript of Giel de Nijs October 22, 2008 First steps towards an online user experience testing community.
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Giel de Nijs
October 22, 2008
First steps towards an online user experience testing community
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October 22, 2008 2
Designed around you
Reforming our product concept creation to gain a competitive edge.
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October 22, 2008 3
User-centered innovation
Involve the user of the products in all stages of development.
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October 22, 2008 4
User-centered innovation cycle
User insight
Concept
Confrontation
Mock-up
Prototype
User testing
User testing
Iterative user testing in all stages of development.
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October 22, 2008 5
Experience Labs
Traditional user testing in the HomeLab and ShopLab.
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October 22, 2008 6
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October 22, 2008 7
Contextual inquiry
Different levels of knowledge about experience are accessed by different techniques. (Sleeswijk Visser, et al., 2003)
An interactive, creative way to stimulate users to share their thoughts.
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October 22, 2008 8
Online concept confrontation
Presenting pictures, videos and user-interface mock-ups for feedback.
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October 22, 2008 9
Online testing vs. laboratory testing
No significant differences were found in initial testing.
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October 22, 2008 10
Combining implicit and explicit feedback
Questionnaires(explicit feedback)
More valuable information?
Usage logging(implicit feedback)
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October 22, 2008 11
Benefits of online user testing
Provideuser insights
Validatenew concepts
Quick
Cost effective
Diverse demographic
No geographical boundaries
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October 22, 2008 12
The Big Question
“What’s in it for me?”
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October 22, 2008 13
Usage lifecycle
Source: Joshua Porter
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October 22, 2008 14
Wisdom of the crowds
http://flickr.com/photos/jamescridland/613445810
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October 22, 2008 15
Intrinsic motivation
People want to voice their opinion
People want to connect with people
People want to help other people
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October 22, 2008 16
The third place
An online community is the online equivalent of a local bar.http://flickr.com/photos/gaetanlee/2788513635/
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October 22, 2008 17
Community vicious circle
More content More members
More members More content
Match content and membersto member profiles
More members
More content
Easier transactions More members
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October 22, 2008 18
Providing statistics motivates
Rankings make most people want to participate.
http://flickr.com/photos/richardwinchell/2863431314/
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October 22, 2008 19
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October 22, 2008 20
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October 22, 2008 21
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October 22, 2008 22
Brainstorming community
Combining contextual inquiry with community interactivity.
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October 22, 2008 23
Organizational ingredients
Internal leverage
Money
Good plan Good strategy Good people
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October 22, 2008 24
Technical ingredients
Private testing
Public beta
Interesting content Target audience Interactivity
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October 22, 2008 25
The mullet model
Business up front, party in the back.
http://flickr.com/photos/raveller/950197716/
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October 22, 2008 26
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October 22, 2008 27
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October 22, 2008 28
A good community (simplified)
Attract members
Keep members
Established business channels
Existing communities
Interesting ideaCorrect target
audience
Active maintenance
Frequent updates
Reputation measurements
Interactivity
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October 22, 2008 29
Social framework vs. market framework
Be careful with incentives.http://flickr.com/photos/sis/432090557
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October 22, 2008 30
Act on ideas
http://flickr.com/photos/skenmy/2343003769/
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October 22, 2008 32
Drawbacks of traditional user testing
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October 22, 2008 33
Internal use with closed user group
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October 22, 2008 34
Motivations to contribute
Content
Comments
Statistics
Inspires own content
Provokes discussion
Motivates contribution
Providing rankings makes most people want to participate.