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500 Startups UX Bootcamp - Talk to your Effin Users

How do I test my new prototype? Which methods should I use? The dirty secret is that they all suck (-; Know their strengths and weaknesses - and triangulate!

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500 Startups UX Bootcamp - Talk to your Effin Users

  1. 1. Testing Your Baby “How do I know if my baby is as beautiful as Christine’s?” Rick Boardman @uxrick
  2. 2. Cast Product/Biz UX User Eng Thanks to Braden Kowitz for smiley graphics
  3. 3. Think Usability? Intro to Intro to (Speaker/ How to Lean UX Task generative Personas Intersect What are methods? Analysis? Lecture) interviewing Distinguish & POVs Brainstorm you building btw needs w/ Biz & Analytics Distro in next week & insights Agile? & next 3 mo? User Customer/ Solution Needs Uses Features Prototype Story/ Test Empathy Problem Ideation Release How do we test our Definition Make hypotheses? Make persona (Method/ Practice with of target user(s) Framing Wireframes Mock Activity) partner Brainstorm dashboard POV madlib Practice Ecosystem & Storyboard Sketches synthesizing Distribution Flows empathy map map How to test conversion Refine survey Compare personas Prioritize How to events? questions created by diff based on tech/ test? Test with real team members biz/distro users & Check Product Design Guild What are How to (Method/ riskiest How to test? Activity) Show partner test? hypotheses? map Interview real users? Thurs Fri Sat
  4. 4. http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html
  5. 5. How do I do Unix? http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html
  6. 6. RTFM! How do I do Unix? Read The F****** Manual http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html
  7. 7. Pic: http://www.flickr.com/photos/victoriapeckham/164175205
  8. 8. How do we test our hypotheses? Pic: http://www.flickr.com/photos/victoriapeckham/164175205
  9. 9. How do we TTYFU! test our hypotheses? Talk To Your F****** Users Pic: http://www.flickr.com/photos/victoriapeckham/164175205
  10. 10. Head in sand Guess Ask Dave Ask Enrique Which method? Demo at “Launch and cognitive walkthrough SXSW see” Analytics expert review Usability testing Friends n’ Family A/B testing Dogfooding Funnel analysis remote testing Contextual interviews Beta click/5sec tests Focus groups Surveys Show to David Pogue
  11. 11. Head in sand Guess Ask Dave Ask Enrique Which method? Demo at SXSW H ere’s a dirty “Launch and cognitive walkthrough see” secUsability expert review ... ret .testing Friends n’ Family Analytics A/B testing s shhhh Funnel analysis sssDogfooding remote testing Contextual interviews Beta click/5sec tests Focus groups Surveys Show to David Pogue
  12. 12. Head in sand Guess Ask Dave Ask Enrique Which method? Demo at H ere’s a dirty “Launch and cognitive walkthrough TheeUsability.testingsFriends kFamily yeta.l.l. ucn’ * SXSW see” Analytics s cr expert review A/B testing s shhhh Funnel analysis sssDogfooding remote testing Contextual interviews Beta click/5sec tests Focus groups Surveys Show to David Pogue *More diplomatically: they have strengths and weaknesses
  13. 13. Head in sand Guess Ask Dave Ask Enrique Which method? Demo at H ere’s a dirty “Launch and cognitive walkthrough TheeUsability.testingsFriends kFamily yeta.l.l. ucn’ * SXSW see” Analytics s cr expert review A/B testing s shhhh Funnel analysis sssDogfooding remote testing Contextual interviews Beta Focus groups Surveys Especiallytests one click/5sec this Show to David Pogue *More diplomatically: they have strengths and weaknesses
  14. 14. WTF? ... thats not very helpful ...
  15. 15. Sol ution: Trian gulate Mult iple M ethods Analytics Usability Ask Enrique
  16. 16. A nalytic s suck *Analytics are useful but have strengths and weaknesses
  17. 17. Why Analytics Suck 1. Tell you <what> not <why> 2. Hard to isolate specific effects 3. Which numbers do I pay attention to?
  18. 18. Oooo AAARRRR, got a dashboard? Link: Metrics for Pirates
  19. 19. Example Conversion Dashboard (note: *not* actuals… your mileage may vary) Stage Conversion Status Conv. Est. Value % (*not* cost) Acquisition Visitors -> Site/Widget/Landing Page 60% $.05 (2+ pages, 10+ sec, 1+ clicks = don’t abandon) Activation “Happy” 1st Visit; Usage/Signup 15% $.25 (clicks/time/pages, email/profile reg, feature usage) Retention Users Come Back; Multiple Visits 5% $1 (1-3x visits/mo; email/feed open rate / CTR) Referral Users Refer Others 1% $5 (cust sat >=8; viral K factor > 1; ) Revenue Users Pay / Generate $$$ 2% $50 (first txn, break-even, target profitability) Link: Metrics for Pirates
  20. 20. Re mote ( autom ated) Usa bility S ucks* *Remote usability is useful but has strengths and weaknesses
  21. 21. Why Remote (Automated) Usability Sucks 1. Participant quality 2. Hard to dig deep 3. Need high-fidelity prototype 4. Don’t get to meet fun people (i.e. miss out on useful context)
  22. 22. Why Remote (Automated) Usability Sucks 1. Participant quality Useful tool but 2. Hard to dig deep dangerous too 3. Need high-fidelity prototype 4. Don’t get to meet fun people (i.e. miss out on useful context)
  23. 23. Live U sability S ucks* *Live usability is useful but has strengths and weaknesses
  24. 24. Why Live Usability Sucks 1. Pricey? ($$$ and time) 2. Hard to cover large sample 3. You have to talk to people
  25. 25. Usability testing • Watch your product in action with a target user • Follow some tricks to make as objective as possible terview bonu s: opportunity Live in for m ore generati ve research!
  26. 26. Usability Howto 1. Identify research goal -> Scenario 2. Recruit 3. Prepare interview outline, pilot test! 4. Test! - Intro (welcome/confidential/reassure/thinkaloud) - Record / take notes - Debrief 5. Review, GET CODING, and iterate
  27. 27. Golden Rule of Usability
  28. 28. Golden Rule of Usability Participant should do 90% of the talking Shut up
  29. 29. Things to look for • Obvious usability issues • Opportunities • Bugs • Delights!
  30. 30. Lean UX questions 1. What gear do I need? 2. How many users? 3.Which users?
  31. 31. observation test room room 1-way mirror eyetracking UI usb mic Eng Moderator User PM 31
  32. 32. Observer / notetaker / prototype debugger / Moderator User coffee maker (optional but nice) 32
  33. 33. Lean UX questions 1. What gear do I need? 2. How many users? 3.Which users?
  34. 34. Lean UX questions 1. What gear do I need? 2. How many users? >=0* 3.Which users? * 2: Ideally, small n and iterate. If no one available, do a walkthrough!
  35. 35. Lean UX questions 1. What gear do I need? 2. How many users? >=0* 3.Which users? Any* * 2: Ideally, small n and iterate. If no one available, do a walkthrough! Focus on core interaction flow. * 3: Start with your neighbour or Enrique, then focus.
  36. 36. Awesome 2 hour read http://www.sensible.com/rocketsurgery/index.html
  37. 37. Interview Practice
  38. 38. Interview Practice I’m super nervous ... am I being tested?
  39. 39. Interview Practice What do I do next? Should I sign up? Is this OK?
  40. 40. Interview Practice I HATE IT. THIS IS &^**(}ED UP, MAN.
  41. 41. Interview Practice I LOVE THIS. ITS THE BEST THING EVER
  42. 42. Interview Practice <click> <click> <done> <silence>
  43. 43. Interview Practice Well it looks like you can use this menu to browse and you can use that button to signup <i.e. here’s a guided tour>
  44. 44. Interview Practice Weather wafflewaffle waffle Superbowl waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle Superbowl ...
  45. 45. Focus G roups Suck (most of all)
  46. 46. GO FORTH & TTYFU! n? Talk to your Qu estio ly UX me ntor f riend
  • AdilShah3

    May. 7, 2013
  • DeeCater

    Apr. 30, 2013

How do I test my new prototype? Which methods should I use? The dirty secret is that they all suck (-; Know their strengths and weaknesses - and triangulate!

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