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How User Testing Can Inform Content - 03/19/12 Content Strategy - Minneapolis Meetup
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Transcript of How User Testing Can Inform Content - 03/19/12 Content Strategy - Minneapolis Meetup
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By Ben Wallace @BenWallace
Tuesday, March 20, 2012 Prepared for
Twin Cities Content Strategy Meetup
User Testing and Content Strategy
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Agenda Intro How I got into Usability What is UX, Usability and Usability Testing? How Usability Testing can inform Content Strategy Case Studies Usability Resources Discussion
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(not) @BenWallace ...that, and the handle was already taken.
"I don't Twitter," Wallace said at Quicken Loans Arena. "If you want to talk to me, you got to come see me. That's why I don't need Twitter." - Detroit Free Press
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Intro
*
* Not a licensed usability specialist
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Many Local UX and Usability Experts Eaton Golden
(Emily Eaton, John Golden, Mahtab Rezai, +)
Evantage (Fred Beecher+)
Straight Line Theory
Fredrickson Communications (John Wooden+ )
Katie Ware (Campbell Mithun)
Kristi Olson (Deluxe)
Susan Dray & David Siegel
Lyle Kantrovich (Vivid Mojo)
Libby Cecci
“DeeDee” DeMulling (Oprum Insight)
Garrick Van Buren
Carlos Abler
Peter Barry
Jennifer Bombach
Dan Hill (Sensory Logic)
Corporate (e.g. US Bank, Target, Medtronic)
U of M Usability Services
HFI
Perficient
…..and many I’m sure I’ve overlooked (sorry)
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How I got into Usability Testing Market Sensing a constant in brand/mktg strategic planning
Org/Brand Strategy > Audit touchpoints > Interview stakeholders Voice of the Customer (VOC)
at heart of strategy then, used for contextual feedback and direction on designs
Brand Strategy mapped to Stakeholder Profiles and Experience across Touchpoints User Personas; Demographic and Psychographic profiles; Styleboards Interviews to identify impressions, position, differentiators,
Started doing Interactive Design in 1995 First interactive tools and Web design efforts Helped build out internal interactive services Evolving Web best practices User Task Scenarios
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How I got into Usability Testing Project: Corporate Intranet
Content Strategy Information Architecture (Site Map) User Interface (Wireframes) Search Strategy Business Process Facilitation (e.g. Benefits Enrollment)
Methods Benchmarking Site Analytics (including search log analysis) Card Sorting Wireframe Paper Prototype Testing Survey
Sample Results: Lifted by 10%+ (n=11,778) “Enrolling online was easy to do” “I had all the information I needed to make my enrollment
decisions”
Easy
Info
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How I got into Usability Testing Professional Organization Involvement UPA- MN
Events Board of Directors
UPA-International Project: UPA Brand Strategy UPA Conference Influencers
Lyle Kantrovich Steve Krug (Don’t Make Me Think) Susan Dray Ginny Redish Jared Spool
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How I got into Usability Testing Factored into Web site Consulting Projects Hired to facilitate usability testing
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What Is Usability?
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What is Usability? Usability is concerned with product
digital or interface’s ability to support a users desired task vs. holistic experience
User Experience (UX) CHI: “In summary, we recommend the term
user experience to be scoped to products, systems, services, and objects that a person interacts with through a user interface.”
“…HCI researchers and practitioners have become well aware of the limitations of the traditional usability framework, which focuses primarily on user cognition and user performance in human-technology interactions. In contrast, UX highlights non-utilitarian aspects of such interactions, shifting the focus to user affect, sensation, and the meaning as well as value of such interactions in everyday life.
ISO 9241-11: Guidance on Usability (1998) Usability: the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.
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What is Usability? Where brand intent and user intent meet, with minimal
user effort.
User: Task completion
Brand: Objectives (often to support user task) Action Targets (conversions) Business Processes Brand Experience
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What is Usability Testing? Evaluation Subset of Usability/ UX
(Research, Evaluation, Design, Management ) Defined user validation of intuitive, effective function Subjective feedback on interface and ability to complete Heuristic Usability Evaluation vs. User Validation Not QA testing, performance, stress, security, etc.
“…only the process that employs participants who are representative of the target population to evaluate the degree to which a product meets specific usability criteria (Barnum, 2002). Other practitioners use the term more globally to refer to any technique used to evaluate how easy a product or system is to use.”- TEST AND DATA SERVICES PTY (LTD)
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Methods and Tools Observation
Side-by-side Remote 1-way glass
Facilitated Scenarios Prompting
Software Tools Screen Capture
Morae (from TechSmith) Silverback
Eye Tracking
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Testing Process Develop testing plan
Goals/ objectives User profiles and tasks Method, scripts, tools, etc.
Recruit representative participants Create test materials (prototypes) Brief participants Facilitate evaluation User questionnaire Review findings / implications with team Refine test materials for next stage Revisit once implemented
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Sessions Typical Formats
Paper Prototypes/ Wireframes High Fidelity Prototypes Live Sites/ Software/ Products
Observation and Facilitated Feedback around a Product/ interface Talk out loud Share open ended scenario
(need, interest, search terms, where to look) Initial Reactions General Feel Expectations Where would you go? Why? Anything Missing? Not important? Confusing? Walk through task scenarios
Survey
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When to do Usability Testing? Early and Often (Agile, iterative) Various Stages
Existing site IA Wireframes Design paper Design functional Live
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How Can User Testing Inform Content?
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How Can User Testing Inform Content? Information + Functionality
Relevance / Interest/ Appeal Right information, missing information,
additions, cuts Overall presentation
Terms Topics Natural language Navigation Labeling (UI) Keywords (SEO)
Grouping / Logic/ Navigation/ Sorts Information Architecture (IA) - macro view
and Web Site Maps Logical groupings and nesting (plus lateral
links, nav/sort options)
Emphasis and Design Priority, order, number Format (size, color) ~Design (UI) Accessibility*
Persona Insights Mindset, emotional triggers, passions,
affiliations, preferences, character Context/ Task Insights
Steps, thought processes Stories Frame of reference ~ Empathy
Competitive Comparison Web experience Key differentiators
Validate as True to Brand Expectations/ Reality Confirmation of brand expectations Reinforces aspects of product/svc. UX
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Cases
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Prototype Live Site
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Prototype Live Site
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Other User Insight Methods
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Other User Insight Sources… Web
Site Analytics Search Analytics Social Sensing Eye Tracking/ Heat Maps (F pattern) A/B and Multivariate Testing
Sales/ CSR/ Call Centers/ Channel Partners Interviews Surveys Observation/ Ethnographic Research Camera Studies
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Usability Resources (a sampling)
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Resources – People / Sites/ Books Jacob Nielsen
www.UseIt.com + Alertbox Jared Spool
www.uie.com Steve Krug
www.sensible.com Ginny Redish
www.redish.net Susan Weinschenk
www.whatmakesthemclick.net
www.boxesandarrows.com www.Uxmatters.com
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Usability Resources – Groups and Orgs UX Meetups UPA-MN UPA Inernational HFES IXDA SIG-CHI (ACM) STC
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Discussion Others’ experiences with usability testing?
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Ben Wallace, President - Brand & Marketing Strategist Link Positive, Inc. www.LinkPositive.com
612.747.3457 (mobile/txt) http://www.linkedin.com/in/linkpositive
@BenWallace
Thank You!