Transcripts In Action - UserTesting Webinar Presentation Slides
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Transcript of Transcripts In Action - UserTesting Webinar Presentation Slides
Transcripts in Action
#UTwebinar @UserTesting
Mike Mace
VP Product Marketing, UserTesting
Janelle Estes VP Solutions Consulting, UserTesting
UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences.
#UTwebinar
We Partner With Thousands Of Customers
#UTwebinar
Across All Platforms, At All Stages Of Development
Watchcustomersinteractwith:
DESKTOP SMARTPHONETABLET
WEBSITES APPS&PROGRAMS
PROTOTYPES&WIREFRAMES
SURVEYS PHYSICALPRODUCTS
Anywhere people interact with your brand:
ATHOME ATASTORE ONTHEGO
On any pla6orm or device:
#UTwebinar
8
Mike Mace VP Product Marketing, UserTesting
Mike Mace is VP of Product Marketing at UserTesting. A longtime veteran of Silicon Valley, he co-founded two software startups, worked as an executive at Apple and Palm, and consulted on strategy and product planning to many of the tech industry’s leading firms.
@michaelmace
#UTwebinar
Janelle Estes VP Solutions Consulting, UserTesting
Janelle Estes has over 10 years experience in using research to inform design decisions and create great experiences. As UserTesting's Vice President of Solutions Consulting, she helps enterprise companies strategize and develop research plans utilizing UserTesting's platform.
@janelle_estes
Transcripts in Action Shortening your path from videos to insights
Summary
• TranscriptsareapowerfultoolforextracMnginsightsandmakingclips• They’remoreaboutnavigaMngthanreading• Theresultsvarydependingonwhatyou’retryingtoaccomplish• SomeMmesthebestworkflowcombinesdifferenttools
Contents
• AboutTranscripts• AcMonstory#1• AcMonstory#2• Q&A
IntroducingTranscripts
• Thefastestwaytomakeclipsandnavigatevideos
• WriZentranscriptappearswitheachvideo
– Clickanddragtomakeacliporcopyaquote
– Searchforkeywords– Transcriptscrollswhilevideoplays
– Clicknexttothetranscripttojumptothatpointinthevideo
Howitworks
• Audiotrackfromvideoissenttoathird-partytranscripMonservice
– TakesaboutaminuteandisdoneautomaMcallyforeveryvideo
– Machine-transcribed;accuracyabout80%undernormalcondiMons
• Transcriptislinkedtothevideotrack– Theyscrolltogetherandyoucanclickinthetranscripttomakeclips
• Textissearchableusingthebrowser’sfindfuncMon
Availability
• FreetrialforallcustomersMarch13–April12
• Premiumfeatureaderthetrialperiod
Contents
• Abouttranscripts• TranscriptsinacMon#1• TranscriptsinacMon#2• Q&A
Howwe’veusedTranscriptsforgatheringinsights
Sephora“Howto”contentGoalUnderstandpeople’sreacMontoconceptandcontentDeliverableCreateafewcompellinghighlightreelsrelatedtofirstimpressions
Ourapproach
CreatetestplanbasedoffexisMngtemplates
Launchstudyandreviewdryrunaderfirstvideoready
Launchremainingsessions&accelerate
analysiswithtranscripts
Launchedastudy,sessionsfilledin2hoursorless
Usedfirstimpressionstemplate
Lookingforinsightw/assistancefromtranscripts
10parMcipants=3.5hoursofvideoBeforetranscripts:WatchvideosstarttoendlookingforcompellingquotesandbehaviorsTimerequired:~4hoursA:ertranscripts:ScantranscriptsforrelevantsenMmentandwatchthosemomentsTimerequired:~1hour
WeareNOTsuggesMngtoreadtranscriptsinsteadofwatchingvideos.
Transcriptsareanaidtogettoinsightsfaster.
Contents
• Abouttranscripts• TranscriptsinacMon#1• TranscriptsinacMon#2• Q&A
ThesituaMon
• PresentaMonforaretailconference• Evaluatetheonlinepurchasejourney• Standardtasks
– Findablouse,choosethesizeandcolor,putitintheshoppingcart,etc• (Thisisnotacustomer-confidenMaltest)
Thechallenge
• VeryliZleMme• HowcanIfindmeaningfulresultsquickly?• Twotechniques…
ReadtheAnswerstab,thensearchforkeywords
ReadtheAnswerstab,thensearchforkeywords
PutMetricsquesMonsadereachtask
PutMetricsquesMonsadereachtask
PutMetricsquesMonsadereachtask
Lessons
• TranscriptsarenotastandalonesubsMtuteforwatchingvideos– YouloseinflecMonandvisualcontext– Peopledon’tspeakinclearsentences– TherecogniMon’snot100%perfect– SomeMmesthebestinsightscomefromthingstheparMcipantsdon’tflag
• Transcriptsaccelerateyourworkflow– Youcanodengomuchfaster– VerypowerfulwhencombinedwithMetrics,Answers– Clip-makingisdramaMcallyeasier
Q&A