In this exclusive webinar, Deborah Torres, Sr. User Experience Researcher at Paypal, and UserZoom’s co-CEO, Alfonso de la Nuez, will discuss how you can scale back the time and resources it takes to do user research, while still providing valuable results.
2. Intros
Alfonso de la Nuez Deborah Torres
Co-Founder & Co-CEO at Sr. UX Researcher
UserZoom & Ops Manager at
Twitter Hashtag #uzwebinar
3. Overview
SOS! How can I get all this work done?
How Remote Testing helps scale your UX research
Survey results: Cost of running Usability Testing
How PayPal meets UX research & design challenges
Q&A
4. Demand for UX: Like never before
In-house UX/CX Professionals: A growing community
(including UX Designers, UX Researchers, CX Mgrs, etc.)
Measuringusability.com: The median number of UX/CX Pros has increased between 20% and 30% over the last two years
5. SOS! How can I get all this work done?
Current challenges for UX Researchers
UX: Now strategic, value recognized
by C-level execs
Demand for UX: Like never before
But… UX Research & Usability
Testing, tend to be costly, time
consuming
UXers at Corporations often struggle
to meet demand
Today we will look at how software is used in UX research to
scale their work, be lean, get more work done with less
6. Examples of challenges UXers face
Being agile &
efficient
(conducting cost-
effective research)
7. Examples of challenges UXers face
Finding participants
(from different locations
and getting them in the
Lab)
8. Examples of challenges UXers face
Defining PERSONAS
“There is no shortcut to creating
personas; they are an investment.
Strategic, forward-thinking
organizations can build personas as a
subset of other research, but when
conducted properly as a standalone
project, the investment in persona
development is somewhere between
$80,000 to $120,000.”
Kevin O’Connor is the President of User
Insight
Source: UX Magazine: Personas: The Foundation of a
Great User Experience, User Insight.
12. Qual + quant
(triangulation of data)
Source: Measuringusability.com
13. Examples of challenges UXers face
UX Benchmarking
(Running before and after
studies, measuring UX)
14. How Remote Unmoderated Testing helps scale your UX
research
Potential issues/challenges How Remote Unmoderated Testing & Online Research helps
Being agile & efficient • Cost of participants reduced by 80%
• No moderation needed
• Much of the analysis is automated
Finding participants • Plenty of Panel companies using high quality recruiting
(Research Now, Survey Sampling Int’l, Toluna, etc)
Defining PERSONAS • True Intent Surveys help to find out who comes to your site
and why they visit
Re-defining IA • Online Card Sorting, Tree Testing and Click Testing
Prototype Testing • Any HTML interface can be tested remotely, allows you to
collect feedback in hours
International (or country-wide) • Set up the study in local language, launch in different
Research countries, manage from your office
Qual + quant (triangulation of data) • Task-based surveys help you quantify usability
UX Benchmarking • Conducting cost-effective ‘before and after’ studies and
competitive UX research
16. Types of Remote Unmoderated Testing tools & solutions
Card Sorting Tree Testing Click Testing
IA Tools
17. Types of Remote Unmoderated Testing tools & solutions
Video Tools
18. Survey results: Cost of running
Usability Testing
Comparison: In-person vs Remote Unmoderated Usability Testing
In-lab Unmoderated Remote
Total time to conduct a 3-6 weeks 1-2 weeks
study
Total in-session time 60 min 15-30 min
Total number of participants 5 - 14 60%: >50
30%: >200
Total cost to conduct a study $10,000 - Less than $1,000
$19,000
Survey Results: Total N=65
Date: August 2012 – September 2012
19. Case Study: How PayPal meets UX
research & design goals
Deborah Torres
Sr. UX Researcher
& Ops Manager at
21. Q2 2012 Fast Facts
Source: www.paypal-media.com
113.2 million active $4,281 transacted
accounts every second: Q2’12
25 currencies
$118 billion processed
in 2011
21 localized websites
So, we have to be
confident in our results
22. Self- Surveys Online
Reported Focus Groups / Voices (NPS, Brand Tracking)
Diary Study - Longitudinal Surveys (Intercepts)
Phone Interviews (e.g. Opinion Lab)
Mental Model
Card Sorting
In-depth Interviews
Customer
Support Data
Online Quantitative
Usability Research
Field Visits
Usability Testing
Eye Tracking Data mining/
Analysis
BioMetrics A/ B Live testing
Observed
Qualitative Quantitative
Framework graciously borrowed from Christian Rohrer
23. Self- Surveys Online
Reported Focus Groups / Voices (NPS, Brand Tracking)
Diary Study - Longitudinal Surveys (Intercepts)
Phone Interviews (e.g. Opinion Lab)
Mental Model
Card Sorting
In-depth Interviews
Customer
Support Data
Online Quantitative
Usability Research
Field Visits
Usability Testing
Eye Tracking Data mining/
Analysis
BioMetrics A/ B Live testing
Observed
Qualitative Quantitative
Framework graciously borrowed from Christian Rohrer
30. Reduce CS contacts
for account servicing
issues
“We need a Make it easier for
usability test.” users to update
account info
31.
32. 3. Gather
1. Identify top 2.Understand qualitative
tasks mental model feedback on
new designs
Tracker survey + Card Sort Usability Test
web traffic
33.
34. 3. Gather
1. Identify top 2.Understand qualitative
tasks mental model feedback on
new designs
Tracker survey + Card Sort Usability Test
web traffic
35. Sample Card Sort In-Lab Remote Unmoderated
Best for: Qualitative feedback Quantitative feedback
Sample size per segment 6 – 8 participants >100
Potential time spent
Potential cost $$$ $
36. 3. Gather
1. Identify top 2.Understand qualitative
tasks mental model feedback on
new designs
Tracker survey + Card Sort Usability Test
web traffic
40. 2. Gather
1. Understand 3. Compare
qualitative
mental model current IA vs.
feedback on
globally proposed IA
proposed IA
Card Sort Usability + Tree Testing
Tree Testing
41.
42. 2. Gather
1. Understand 3. Compare
qualitative
mental model current IA vs.
feedback on
globally proposed IA
proposed IA
Card Sort Usability + Tree Testing
Tree Testing
45. Challenges
Deliver quality insights
Triangulate using multiple research methods
Instill confidence in results
Execute with maximum efficiency
With limited resources (time, budget, small team)
Across the globe
47. Thanks so much for your time!
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Sunnyvale (USA) Barcelona (Spain) Cheshire (UK)
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CA 94085 Barcelona Phone: +34 93 414 Cheshire WA16 8GS
Phone: +1 (408) 524 7445 7554 Fax: +34 93 209 8380 Phone: + 44 (0)1565 759890
Contact: Alfonso de la Nuez Contact: Xavier Mestres Cell: + 44 (0)7900 472 920
Contact: Arthur Moan
Hinweis der Redaktion
Six person teamBased in San Jose, CAConduct research all over the world