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Usability Testing as Validation
Amy Rubino @Amy_Rubino
November 26, 2012
Lean Startup Baltimore
linkedin.com/pub/amy-rubino/13/837/31b
@amy_rubino
Amy Rubino User Experience Consultant, Systems Alliance • 15 years of design experience as a
print and web designer, information architect and user experience advocate.
• Worked with universities, corporations and non-profits.
• Master’s degree in Interaction Design and Information Architecture.
Usability Testing as Validation
About Me
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What We’ll Cover Usability
Users Learn About Users Learn From Users
Usability Testing How to Do It What You Can Test Why You Should Do It
Usability Testing and Lean Startup Demo Resources Photo credit: Amy Rubino
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Usability
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User Experience Honeycomb
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Creating products that are easy to use Require less mental effort to use Decrease frequency of mistakes and mistakes are less disastrous Can be used to do more or do it faster Can be figured out quicker
Usability
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Usability
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Based on human behavior Focus on people who will use
it or users
Usability
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Use your website or app Part of your target
audience Not directly affiliated with
your company
Users = Real people
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You Are NOT Like Your Users
You Know a lot about
your product and company
Are passionate about what you offer
Have ideas on how your
website or app will be used based on being an insider
Your Users Know little or nothing about your product or company Just want to get things done May use your website or app differently than was intended
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Surveys Focus groups Web analytics
Learn About Users
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Photo credit: http://www.flickr.com/photos/blesseurope
Talk to them Observe them in their own
environment Usability testing
Learn From Users
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Photo credit: http://www.openroad.ca
Usability Testing
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Steve Krug Author, “Don’t Make Me Think” and “Rocket Surgery Made Easy”
“ … If you want to know whether your software… is easy enough to use, watch some people while they try to use it and note where they run into trouble. Then fix it, and test it again.”
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Photo credit: http://www.flickr.com/photos/doos/3050195096
Develop a test plan Choose a testing environment Find and select participants Prepare test materials Conduct the sessions Debrief with participants and
observers Analyze data and observations Create findings and
recommendations
Traditional Process
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Photo credit: http://vator.tv/news/2011-05-23-guidelines-for-product-usability-testing
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Invite people to see a beta version and watch them complete tasks
Pros See and hear participants’ reactions Can record conversation and click path Your stakeholders and team can
participate
Cons You or participants have to travel to meet
up May not have access to participants who
live outside of this region
In-Person Usability Testing
Photo credit: http://www.flickr.com/photos/curiouslee/
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Use screen sharing software to watch participants complete tasks in another location
Pros Don’t have to travel to participants Have access to participants who live
outside of this region Can record conversation and click
path Your stakeholders and team can
participate
Cons Don’t see participants’ reactions
Remote Usability Testing
Photo credit: http://www.flickr.com/photos/rosenfeldmedia/
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Use a service that allows participants to complete the tasks on their one time without you moderating
Pros Participants can do it when it’s convenient for them Have access to participants who live outside of this region
Cons Can’t ask follow up questions Don’t hear participants think out loud Don’t see participants’ reactions
Unmoderated Usability Testing
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Photo credit: http://www.jamesjpierce.com/energy_challenge_08.html
Real products Digital prototypes Paper prototypes
What You Can Test
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Do test the site NOT the participants Do note participant’s success in
completing each task Do ask open-ended follow up
questions Do compensate participants
DO
“I would open
Goggle and search
for the website.” Quote from usability testing participant
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Don’t give participants tasks that can not be completed
Don’t guide participants Don’t answer questions until the
end Don’t take it personally
DON’T
“Do you really
think people will
use this?” Quote from usability testing participant
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Reduce costs Once a piece of software makes it into the field, the cost of fixing an error can be 100 times as high as it would have been during the development stage. Source: IEEE (Institute of Electrical and Electronics Engineers) http://spectrum.ieee.org/computing/software/why-software-fails/
Why You Should Do It
$0
$20
$40
$60
$80
$100
$120
During Development
After Completion
Fix Errors
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Increase revenue Increase sales, applications, memberships or donations Increase retention Remain competitive
Why You Should Do It
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Improve effectiveness Reduce user error Increase efficiency Increase user satisfaction
Why You Should Do It
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Photo credit: http://thebln.com
Usability Testing and Lean Startup
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Lean Startup
Photo credit: http://lean.st/
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Develop a test plan Choose a testing environment Find and select participants Prepare test materials Conduct the sessions Debrief with participants and
observers Analyze data and observations Create findings and
recommendations
Traditional Process
Photo credit: http://www.flickr.com/photos/doos/3050195096
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Photo credit: http://www.flickr.com/photos/adactio/
Develop a test plan Choose a testing environment Prepare test materials Find and select participants Conduct the sessions Debrief with participants and
observers Analyze data and observations Create findings and
recommendations
Lean Process
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Go to a public place and ask customers to complete tasks
Pros See and hear participants’ reactions See participants use product on different
devices
Cons Might need to get manager’s approval Customers may not be your target
audience Your stakeholders and team can’t
participate
Guerilla Usability Testing
Photo credit: http://www.flickr.com/photos/_dchri
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Jakob Nielsen principal, Nielsen Norman Group
“ … The best results come from testing no more than 5 users and running as many small tests as you can afford.”
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Demo
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Try it Yourself! Join Baltimore Lean Startup on Facebook:
https://www.facebook.com/groups/BaltimoreLeanStartup Do some guerrilla testing Post your results
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Resources
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Books “Don’t Make Me Think: A Common
Sense Approach to Web Usability” by Steve Krug
“Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests” by Jeffrey Rubin and Dana Chisnell
“Remote Research: Real Users,
Real Time, Real Research” by Nate Bolt and Tony Tulathimutte
Photo credit: amazon.com
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Websites sensible.com useit.com usability.gov alistapart.com uie.com
Photo credit: http://usability.gov/
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Morae Optimal Workshop UserTesting.com Loop11 GoToMeeting Skype
Testing Tools
Photo credit: http://beta.skype.com/en/
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Questions?
Photo credit: http://en.wikipedia.org/wiki/On_the_Internet,_nobody_knows_you%27re_a_dog
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Stay in touch: www.systemsalliance.com
@systemsalliance
Amy Rubino [email protected]
Contact
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