Usability
Gavin ThorneHead of Customer and Market Insight
What does the Team do?
• Usability and User Research
• Customer Journey Mapping
• Local Office NPS
• Quarterly CSS• Customer KPI monitoring• Point of Use surveys• Focus Groups
• Market Insight & Intelligence
• Intakes Volume (5 year) forecast
• Marketplace monitoring• Macro Insight
• Primary and Secondary• Qual and Quant• Product Development
Insight• Personas• Ad hoc Bespoke
ResearchMarket Insight & Forecasting
Customer Experience
Insight
Customer Satisfaction and delivery monitoring
Usability Testing …..
How Easy
Sentiment
Real Users Products and Services
Experiences
Observe and Listen
Facial Expressions
Specific Tasks
Eye Tracking
Navigation
Iterative DesignUser Centred
Design
“The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use”
We Built Our Own Suite
Long Term Value
Midlands Location
Enhance Existing Offerings
Massive Change Programme
Skilled Staff
Flexibility of Planning
Sensible Option
Support Agile Development
Digital Agenda
Sense of Tangibility Mobile Solution
We built a 3 room suite …..
Testing Lab
Observation Suite
Workshop Area
Some Advantages
“I’ve been developing services for 15 years and this is the first time I’ve actually seen a Customer use one”
Need Less Research Respondents
Observation – in person or remote
Audio / Video Recording
Closer links with Developers and
Owners
A picture paints a thousand words
Can make mistakes early
Iterative Design
We can record …..
Outputs include …..
Individual and Merged Experiences
Less Formal Reporting
Immediate Focus Points
Empirical Evidence
Real Time InsightsPost-It Notes
Heat Maps
Gaze Maps
Lots of styles …..
Show and Tell Usability
Qualitative Quantitative
Tree Testing
Eye Tracking
Guerrilla Testing Web Analytics
A-B Testing Card Sorting
Think Aloud
Focus Groups
Content AuditSearch Term logs Survey
The usual process …..
Who conducts the research?
All Customer and Market Insight staff are MRS qualified and trained in a range of Insight and User Research techniques.
Debbie is Head of Usability Facilitation, her role encompasses:• Guiding the user through the research, asking probing questions
without “leading the witness” or introducing bias.• Relaxing users so that they are at ease in an unusual situation,
thus bringing out natural responses.• Debbie also ensures the overseeing of recruitment and
promotion of the suites facilities.
Jess is Head of Usability Technical, her role encompasses:
• Ensuring that the suite is fully equipped to utilise the latest tech.• Integrating suite technology with Land Registry and customer
systems.• Ensuring that the technical solution fits the bespoke research
need.• In-depth analysis of eye tracking and quantitative output.
A problem for our User is a problem for Us all
A Final Thought …..