SIIA Usability Maiorana

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Monday, April 13, 2009

tom maiorana

• who i am

• my experience

• what i’ve done


Early Contextual Research Concept Validation Usability Testing


Early Contextual Research Concept Validation Usability Testing

matchintuit

walmart

matchintuit

canesta


good fast cheap


match.com


contextual research



4.40

3.61

3.45

3.34

3.33

3.02

3.00

2.96

2.89

2.81

2.75

2.66

2.66

2.61

2.47

2.40

1.89

1.88

1.58

We met through friends.

We dated in high school, lost touch, then met on-line.

We met at work.

I had just given up on love. Then I met her/him (at work).

We were in the post-o!ce.

I’d always got in his/her line at the grocery store.

I had just given up on love. Then I met him/her (on-line).

Our parents knew each other.

We were friends, but were over being single.

We were pen pals.

We met on-line.

A matchmaker put us together.

We met in a bar.

He/she pulled me over. I still got the ticket.

I was stationed in his/her village.

His/her kid was in my class. I had to wait a year.

I like uniforms, so I went after him/her.

My church went to his/her country.

We were both married to other people at the time.

Imagine that you are part of one of these couples. You love your partner and you are still together after 5 years. You are explaining how you met.

Please rate these scenarios from 1-5, least preferable to most preferable.

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Survey Results, Ordered


what did we learn?


building to testsharing


concept validation


Results of testing



What worked What didn’t

Consistently mentioned as one of users’ top three

Most everyone liked the visual design

“It drew me in.”

“It could makes the profile more fun”

“I like having all those words to choose from.”

Many people were confused

Hard for people to describe themselves in three words

“It’s a little bit like a job interview”

“I like tennis, but I don’t know if I want that to describe me”

Even people that “got it” thought they needed to “game” the system.




Up Front Filtering

A different way to get at “deep information”

The simplicity

“It feels like it gives you more control. You don’t need to go through all those pages.”

For some felt like a survey

Interspersing Serious and Non-serious criteria




Consistently mentioned as a favorite

Everyone thought this was really sweet

Almost everyone could relate to it

Everyone knew how to use it

Most folks were skeptical about the accuracy of matches

Much more anxiety about picking a movie than anticipated

Many participants said they would choose a movie they thought someone they liked would like

Confusion about how this would work (how does it know if I’m a man or a woman?

Apprehension, “where will this take me?”




Consistently mentioned as a favorite

The participants that loved this LOVED it

Several participants thought this opened a little room for fate in on-line dating

This one had the strongest emotional response

“It seems real, it seems like that could really happen”

Several respondents saw Match as a key part of the story.

The animation was a little slow

Participants wanted to know how would actually work




Most often referred to as “fun”

Described as “simple, intuitive”, “a better way to search”

Everyone understood how it worked.

Very humanized.

“It feels like you are dealing with a person, even though it’s actually a server somewhere.”

Despite very positive responses at the time, not often mentioned as a top favorite in follow-up emails.

Not as popular in mentioning as would have expected.


Global Findings

High AnxietyUsers were much more anxious about entering information than anticipated.

Most participants wanted to know how information would be used. “I wouldn’t put that if I thought it’d feed me into a certain kind of person.”

Show me the Dude ParadeThe search results are the money shot.

All participants “checked out” the results, even if they knew it was fake.

Game On!Most of the participants had an awareness of being in the system. They often seemed “on” when responding to questions.

If a search mechanism wasn’t obvious, they wanted to know how it worked in order to know how to work it.


walmart





Documents

SIIA Usability Maiorana