Webinar FAQs

Use the Question function on GTW to ask questions.

Tweet #FullOfShift to get entered into a raffle to win a signed copy of Reframe: Shift the Way You Work, Innovate, and Think by Mona Patel.

Look out for the webinar follow up email with the video and transcript!

Data, Data, everywhere...

“water, water, everywhere,nor any drop to drink.”

- The Rime of The Ancient Mariner

Data Collection:

Create structured user flows for your website and have users navigate through them

Get video/audio recordings and written responses to questions (PRIMARY RAW DATA)

Additional data like SUS & SEQ, click streams, & heat-maps (AUXILIARY RAW DATA)

Data Analytics:

User researchers watch the videos and create notes of pain points.

Share notes with the team -- they too watch the videos and add notes of their own.

Data Representation:

Collate the data, present a list of actionables to the Stakeholder/Client, explain why the

changes are necessary.

Relay the changes and desired impact to the Dev team with relevant data. ITERATE...

A Typical UX Research Process

The biggest challenge with usability testing, hands down, is that it is a very time consuming activity.

The clunky nature of usability testing makes the raw data get very big, VERY FAST. We often need to order 100’s of minutes of user videos to get a decent sample size of testers.

This research is, however, crucial and inextricable from good, user-centric, design.

Data Collection

“Big data is not about the data”-Gary King, Harvard University

Data Analysis

We have different team members that have different takeaways from the usability data and this needs to be accessible to them. Hence we need to spend time categorizing our qualitative video findings so that the relevant team member can find them. (e.g. front end, QA, design flaw)

We are searching through the 100’s of minutes of video for a 2-4 minute aha! moment. Even after we find an aha! moment, we are bound to comb through the rest of the video to data to see if this finding was a larger trend or a one off case.

We do not have an infinite amount of time to collect

and analyze this clunky data. We are either

pushing up against our next sprint/client deadline.

Many stakeholders/team members want to perform

their own respective analysis. To draw insights

particular to them.

Analysis that could take a week often takes twice or

thrice the amount of time because of gaps in

communication and the time wasted in between

meetings and follow ups.

“the ultimate inspiration is the deadline” - Nolan Bushnell, Founder of Atari

Time Sensitivity

Is Usability Data Useless?

Revisiting the ancient mariner…..

It is very easy, especially with usability testing, to end up adrift in a sea of data.

To ensure your data doesn’t end up meaningless, you need to have a clear purpose for why you’re collecting this data.

Think back to the scientific method you learned in grade school…

Hence, without a clear purpose of why you’re collecting this data and what you hope to achieve……..this data is useless!

How do you make sure your data is meaningful?

How will you get people to listen to your findings?

Three Questions to Answer

WHAT? What did we see, hear, or observe from users?

SO WHAT? Why should this finding matter to me?Tip: Consider implications of this finding, then draw them back to business goals or metrics (e.g.,

conversions or sales, increased uptake of a new tool, ability to complete a flow)

NOW WHAT? Now that you’ve given me this information, what do I do next?

E-Commerce Case Study

E-Commerce Case Study

UXCrowd for Serengetee.

E-Commerce Case Study

SEQ for Serengetee

spike in difficulty for checkout task.

E-Commerce Case Study

SUS for Serengetee

E-Commerce Case Study

Serengetee horizontal drop-down menu.

E-Commerce Case StudyWHAT?

Data collected by TryMyUI reveals that users strongly disliked that there was no guest checkout option available. Some suggested the account creation process was not fast enough.

SO WHAT? Because they disliked being forced to create a separate account to make their purchase, a significant

number of users indicated they would like abandon the checkout process at this point, leading to a decrease in conversions/purchases from site visitors.

As an E-Commerce site, one of our key objectives is to drive conversions/purchases and the lack of a guest checkout seems to be a big barrier to entry and might result in churn of otherwise easily obtainable revenue.

NOW WHAT? We should implement a guest checkout feature and explore implementing easy logins via existing social

media accounts like Facebook.

More resources:blog.trymyui.com

trymyui.com/webinar

medium.com/@MotivateDesign

Ritvij GautamCEO & Co-founder

TryMyUI

ritvij@trymyui.com(415) 323-0377

@trymyui

Wendi ChiongSr. Design ResearcherMotivate Design

@wchiong