Giel de Nijs
October 22, 2008
First steps towards an online user experience testing community
October 22, 2008 2
Designed around you
Reforming our product concept creation to gain a competitive edge.
October 22, 2008 3
User-centered innovation
Involve the user of the products in all stages of development.
October 22, 2008 4
User-centered innovation cycle
User insight
Concept
Confrontation
Mock-up
Prototype
User testing
User testing
Iterative user testing in all stages of development.
October 22, 2008 5
Experience Labs
Traditional user testing in the HomeLab and ShopLab.
October 22, 2008 6
October 22, 2008 7
Contextual inquiry
Different levels of knowledge about experience are accessed by different techniques. (Sleeswijk Visser, et al., 2003)
An interactive, creative way to stimulate users to share their thoughts.
October 22, 2008 8
Online concept confrontation
Presenting pictures, videos and user-interface mock-ups for feedback.
October 22, 2008 9
Online testing vs. laboratory testing
No significant differences were found in initial testing.
October 22, 2008 10
Combining implicit and explicit feedback
Questionnaires(explicit feedback)
More valuable information?
Usage logging(implicit feedback)
October 22, 2008 11
Benefits of online user testing
Provideuser insights
Validatenew concepts
Quick
Cost effective
Diverse demographic
No geographical boundaries
October 22, 2008 12
The Big Question
“What’s in it for me?”
October 22, 2008 13
Usage lifecycle
Source: Joshua Porter
October 22, 2008 14
Wisdom of the crowds
http://flickr.com/photos/jamescridland/613445810
October 22, 2008 15
Intrinsic motivation
People want to voice their opinion
People want to connect with people
People want to help other people
October 22, 2008 16
The third place
An online community is the online equivalent of a local bar.http://flickr.com/photos/gaetanlee/2788513635/
October 22, 2008 17
Community vicious circle
More content More members
More members More content
Match content and membersto member profiles
More members
More content
Easier transactions More members
October 22, 2008 18
Providing statistics motivates
Rankings make most people want to participate.
http://flickr.com/photos/richardwinchell/2863431314/
October 22, 2008 19
October 22, 2008 20
October 22, 2008 21
October 22, 2008 22
Brainstorming community
Combining contextual inquiry with community interactivity.
October 22, 2008 23
Organizational ingredients
Internal leverage
Money
Good plan Good strategy Good people
October 22, 2008 24
Technical ingredients
Private testing
Public beta
Interesting content Target audience Interactivity
October 22, 2008 25
The mullet model
Business up front, party in the back.
http://flickr.com/photos/raveller/950197716/
October 22, 2008 26
October 22, 2008 27
October 22, 2008 28
A good community (simplified)
Attract members
Keep members
Established business channels
Existing communities
Interesting ideaCorrect target
audience
Active maintenance
Frequent updates
Reputation measurements
Interactivity
October 22, 2008 29
Social framework vs. market framework
Be careful with incentives.http://flickr.com/photos/sis/432090557
October 22, 2008 30
Act on ideas
http://flickr.com/photos/skenmy/2343003769/
October 22, 2008 32
Drawbacks of traditional user testing
October 22, 2008 33
Internal use with closed user group
October 22, 2008 34
Motivations to contribute
Content
Comments
Statistics
Inspires own content
Provokes discussion
Motivates contribution
Providing rankings makes most people want to participate.