Reality Bites, give your product a reality check
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REALITY BITES GIVE YOUR PRODUCT A REALITY CHECK Tali Rosen-Shoham
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Reality Bites – how to incorporate basic UX research & testing into your development processIn this session I will share real life examples of products and the gaps that were discovered once exposed to real users. We will learn what can be done to minimize the chances of such surprises and will examine the possible ways in which you may incorporate “reality checks” in your product development process.Nobody can predict your users’ experience. Sure, we have our professional knowledge on human behavior and perception, but really, there is no substitute to exposing your concept and product to reality. Lean approaches allow incorporation of small scale research and testing that may have a huge impact on your understanding users and their interaction with your product.
Transcript of Reality Bites, give your product a reality check
REALITY BITESGIVE YOUR PRODUCT A REALITY CHECK
Tali Rosen-Shoham
The lecture today
1 Build Vision
2 Perform reality checks
Real Test Cases
3 Map into the big picture
4 Analyze
1 Building a Vision
Be specificContextHow longValueEmotional responseUsage over timeDifferent usersWhat will they be saying
USER RESEARCH
REALITY CHECKS
USABILITY TESTING
2 Perform Reality Checks
2 Perform Reality Checks
! Other peoples experienceA conversationWatching peopleListening to peopleSocial media
! Testing mockupsTesting the productAnalyticsA/B testingSurvey
2 Perform Reality Checks
2 Perform Reality Checks
2 Perform Reality Checks
We tend to
Avoid SellSelective listeningReact, defensiveProjectIgnoreChange
Others tend toBe politeSituational factorsOther peopleMemoryIgnoreMisplaced focusStress out
Things that stand in the way of real feedback
2 Perform Reality ChecksBest practices - Things that can improve real feedback
PerformExplainActual behaviorListen & understandBe curiousWrite
PrepareAwareness of biasesList Neutral/mediatorNeutral peoplePay special attention toClues, impro’s, body languageWords & actions mismatch
3 Map into the big pictureHow different elements of the user experience might affect the prospects of adoption
Emotional Response
Usable
Fits in Flow
Real Value
Does it work
© This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached
what
Product Introduction
Initial usage
Commitment
when
3 Map into the big picture
Emotional Response
Usable
Fits in Flow
Real Value
Works
What you should be looking for
Product Introduction Initial usage Commitment
© This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached (inspired by Don Brunes)
What would prevent users from hearing
about it? What would prevent them from
getting to it?
What would decrease motivation to get it?
What would stop it from being introduced in
existing flows?
What in the UI would prevent immediate
access?
What would cause indifference?
What would not work properly
What would cause early abandonment?
What would stop it from being used in existing
flows?
What interferes with understanding how to use it? Using it easily?
What would cause a negative response?
What does not fit permanent use
What would prevent the value from remaining or
increasing over time
What would stop it from being permanently part
of existing flows?
What in the UI would stop the user from
choosing to complete & commit
What would deter of permanent
commitment? Of paying?
4 Analyze your map
• Critical cells
• Gap between reality & vision
• You do not need a perfect map
Real Test Cases
Emotional Response
Usable
Fits in Flow
Real Value
Works
Product Introduction
Initial usage Commitment
© This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached
Negative emotional experience >
negative response
Identified the problem at testing stage by watching children actually use their product, and fixed it in time by changing their whole scoring system
Real Test Cases
Emotional Response
Usable
Fits in Flow
Real Value
Works
Product Introduction
Initial usage Commitment
© This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached
Positive but less relevant >
Don’t keep using it
Gave it to users but in retrospect too many of them were designers. They failed to recognize in time the lack of relevant feedback.
Timing > Missed the buzz
Real Test Cases
Emotional Response
Usable
Fits in Flow
Real Value
Works
Product Introduction
Initial usage Commitment
© This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached
Too much effort; Required login or
registration > don’t follow through
Don’t want a relationship> willing to pay but not to register
Usability testing plus targeted analytics helped identify the issue. The fix included changing the button from “Register” to “Continue”. This was worth 300 million dollars
Real Test Cases
Emotional Response
Usable
Fits in Flow
Real Value
Works
Product Introduction
Initial usage Commitment
© This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached
Made usability improvements on a a successful product without subjecting them to reality checks. They had to throw away the new product and all the time and money invested in it
Eliminating existing value >
hurt a successful product
Real Test Cases
Emotional Response
Usable
Fits in Flow
Real Value
Works
Product Introduction
Initial usage Commitment
© This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached
Installation not unique>
content compromised
Misunderstanding how installation occurred in reality caused a major problem to the basic concept of how the data was being gathered
Real Test Cases
Emotional Response
Usable
Fits in Flow
Real Value
Works
Product Introduction
Initial usage Commitment
© This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached
Negative emotional experience >
negative response
Identified the problem at testing stage by watching users actually use their product, and fixed it in time, although it did cost them a few months of development
Real Test Cases
App. Store; Overload; Compatibility >
No access to product
Value message not clear; eliminating existing value > decrease
motivation
Timing > not introduced in
existing flows
Forms & required data before any action >
Avoid entering
Lukewarm or no response from role
models > indifference
Slow response > user loses patience,
abandons
Poor content, doesn’t live up to expectations> early abandonment
Requires attention or special conditions >Not used in existing
flows
Not intuitive; Complicated > Don’t
understand how to use
Poor Aesthetics; Negative feedback from the product > negative
response
Available without paying; Payment options
unsuitable > abandon
Not unique; Value not strong enough;
engagement not increased >
value deteriorates
Too much effort; Required login or
registration > Not adopted in regular
flow permanently
Path to completion not clear>
No suitable way to complete
Credibility & trust issues > don’t want to
commit/pay
Emotional Response
Usable
Fits in Flow
Real Value
Works
Product Introduction
Initial usage Commitment
© This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached (inspired by Don Brunes)
Stop guessing “what if…?” and go find out what is
Giles Colborne, Simple and Usable
Recommended resources (FREE + SHORT)1. User research handbook by Public Zone2. Demo usability test by Steve Krug3. Usability test moderation comic by User Focus4. Survey Monkey
Thank you’s – download their apps, they rock!Yuval Kaminka, JoytunesZiv Meltzer, Stop the VOMMichal Eisenstein, WazeOmer Hagai about SolutoDeborah Mrazek, HP
CreditsDilbertDon BrunsPublic ZoneUIE
Thank YouTali Rosen Shoham
