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.

1. Webinar:
How to Scale your UX Research
September 27th, 2012

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.

9. Examples of challenges UXers face
 Re-defining IA

10. Current challenges for UX Researchers
 Prototype Testing
(once again, there’s a
need to be AGILE)

11. Current challenges for UX Researchers
 International (or
country-wide)
Research

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

15. Types of Remote Unmoderated Testing tools & solutions
 Task-based surveys

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

20. Challenge #1: Delivering quality insights

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

24. Triangulation tells a complete story and increases credibility

25. Challenge #2: Execute with maximum efficiency
(fast and cheap!)

26. Limited
Limited
budget
resources
Quick
turnaround
Small research
team

27. Small team of 6
UX Researchers

28. Consider tools to maximize your efficiency

29. Case Study #1

30. Reduce CS contacts
for account servicing
issues
“We need a Make it easier for
usability test.” users to update
account info

32. 3. Gather
1. Identify top 2.Understand qualitative
tasks mental model feedback on
new designs
Tracker survey + Card Sort Usability Test
web traffic

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

37. Case Study #2

38. Improve
discoverability and
findability on
PayPal.com
“We need a
usability test.”

39. Website IA

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

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

43. Triangulation tells a complete story and increases credibility

44. Consider tools to maximize your efficiency

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

46. Q&A

47. Thanks so much for your time!
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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