User research in F-Secure · during the design (validating ideas)- after the product is ready ... long term UX testing Usability testing UX review board UX Benchmark Heuristic evaluation

Protecting the irreplaceable | f-secure.com

Ville Nore

F-Secure User Experience

IHTE TUT| 18-Apr-2013

User research in F-Secure


User research is co-operative function where we needto Define ,Plan and Do the needed research actionstogether. We need to understand What , When andHow for getting results which helps company forcreating better products.

Key takeaway

13 May 20133

F-Secure is aboutProtecting the irreplaceable

Security Storage Cloud

F-Secure’s focus isabout supporting over200 operator partnersthat serve over 250million broadband &mobile customersaround the world.


Why we do research

Creating great products and experiences

Ideas for futureproducts and strategic

customer insightbenefits

.

tools to define andcommunicateproducts value

proposition

Find improvementideas in the existing

products.

deep insights into theexpectations and

behavior

Impact for F-Secure

• deep insights into the expectations andbehavior of people

• Find improvement ideas in the existingproducts.

• Tools to define and communicate theProducts value proposition both for ourbroadband operator partners and forconsumers

• ideas for future products and strategiccustomer insight benefits for company


• Find the needs in co-operation through thecompany and define the ways to find the answersto research questions.

• Proper research questions and goals is neededfor success

What we need to research?


• Basic rule as much as Early as possible even to understand towhom we are creating the products and solutions.

• Second rule constantly (before product creation (guidance)-during the design (validating ideas)- after the product is ready

• Typical for research is that it need to be iterative. (Design-Model-Test-Redesign-Model-Test again…)

When we do the research?


• Toolbox and understanding of methods usage.Find right way of doing research in right phaseof product development.

How to do that - What we need tohave?

Research Approach in product creation

Strategy + Vision

Quantitativemarket researchTrend research

Personas

Market feedback

Alpha & Betatesting

A&B testing

Feedback +Support data

Net PromoterScore

Product creation

Focus groupsField test

long term UXtesting

Usabilitytesting

UX reviewboard

UX Benchmark

Heuristicevaluation

Value analyses

Few selected examples of user research methodsused at F-Secure

© F-Secure ConfidentialMay 13, 201312

Strategy + Vision

Trendresearch

Quantitativemarket

research

Personas

Personas and market research

Example project:

F-Secure end customer definition and personas


Used methods:

Qualitative/quantitative surveys, Value analysis, Persona creation

Included countries

Global market research quantitative study

Methodology: Web interviews (CAWI).

Sample size: A total of 6,400 interviews.

Markets : 14 countries:France, UK, Germany,Sweden, Finland, Italy,Spain, Netherlands,Belgium, USA,Canada, Brazil, India andJapan.

Values-based personas in the making

From values to persona dimensions

• A principal component analysis was conducted tocombine individual values

• Six persona dimensions were found• Dimensions were named based on the values

included in them• Together the persona dimensions make up a

persona

From persona dimensions to persona patterns

• Finding patterns of persona dimension preferences byindividual respondents

• Clustering persona patterns with K means optimizationalgorithm into personas

From persona patterns to persona one-pagers

• Data driven approach for writing the one page personadescriptions

• Survey results as basis of the descriptions• Information about persona patterns + demographics +

context questions = persona description

Survey on customer values

• Online survey May 2011• 3000 consumers with broadband

connections from Italy, France, Germany,Sweden, Finland and Brazil

• Importance of 60 individual human values inthe context of online interaction

1. 2.

3. 4.

8 personas were identified basedon the preferences of values.


From values to personas

2500 consumers from 5 European countriesrated the importance of 60 values

in the context of online interaction.

16%23% 22%

15% 12%

4% 4% 4%

0%5%

10%15%20%25%

Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Persona 6 Persona 7 Persona 8


Lorenzo (example of persona type 1)

LORENZO’S LIFELorenzo lives in the nice flat near the metro station in Milano. Lorenzo’s life hasrecently changed a lot – he and his wife have a newborn baby boy. Lorenzoenjoys his creative work in an advertising agency. Career in itself is not the mainthing, but he enjoys novel viewpoints and is exploring new ways to fulfillcustomers’ concepts together with the work community. Photography is oneof his main hobbies and taking photos of his son is the favourite part of thishobby at the moment. On weekends Lorenzo and his family meet their friendsand relatives.

LORENZO ONLINEIn his work Lorenzo exploits a variety of image processing applications inadvertising matters. He has a huge database of photos stored in his computers.He is not too concerned of taking backups of his content, however sometimeshis wife reminds him of the risks of losing these precious memories. Lorenzokeeps in touch with his friends on weekdays by webmail and Facebook. Heregularly uses his smart phone for online communication. Lorenzo is quitecapable to self manage and control the applications and network services heuses.

LORENZO’S VALUESLorenzo is open to changes. His has a strong desire to explore and understandreality. He enjoys variety of experiences because those give him a chance tolearn something new. Although he may make an impression of a thrill-seeker,Lorenzo’s motivation is to satisfy his desire to feel that he is in control of hisown life and destiny. Learning to overcome challenges is more important thanmaking a career. He has good social skills but can be quite strong in hisopinions. He values relationships with his friends, especially with those whoshare his worldview.

Lorenzo is enthusiastic about his creative work in an advertising agency. Onhis free time he enjoys taking photos as well as spending time with his familyand close friends. He regularly updates his online social communities withhis smart phone. He seeks for new experiences and challenges.

Name: Lorenzo Russo (36)

Job: Advertising Media Manager

Education: University

Family: Wife Francesca (32) and a son, Benito (1 month)

Residence: Lives in a flat in Milano

Devices: A desktop computer and smart phone at home, laptop at work

“I love to learnnew things and Iam open to allkinds ofpossibilitiesin the future.”

Finland 25%Italy 22%

Sweden 17%France 17%

Lorenzo16 %

Usability Testing

Example Project:

Usability test for Content Anywhere with beta software , concept wireframesand with real SW releases


Used methods:

Prototyping, Thinking-out-loud, Eye tracking.

Product creation

Focusgroups

long termUX testing

Usabilitytesting

UX reviewboard

UXBenchmark

Heuristicevaluation

Valueanalyses

Usability Testing

• Usability tests is method where real users use our solutions in a test lab.

• Can be done for any UI prototype that is complete enough for users to follow themain task flow.

• Real, representative end users used to validate the design.

• One usability test contains 6-12 test sessions, one test session takes a maximum oftwo hours.

• Roles:

• 1-2 end users

• 1 moderator who leads the test

• 1-3 observers

• Results are written in a test report that describesproblems and improvement recommendations.

Long term UX study

Example project:

Long term UX study with VTT for Content Anywhere and Safe Vault products


Used methods:

Focus groups, Online Web Laboratory, Online Focus group, Value Analyses

Product creation

Focusgroups

long termUX testing

Usabilitytesting

UX reviewboard

UXBenchmark

Heuristicevaluation

Valueanalyses

Long-term User Research

• 60 users recruited to a 8 week long study

• People used the earlier Online Backup serviceand the new Content Anywhere with their owncomputers and smartphones for 6 weeks,,switching services in the middle

• An online focus group tool was used tocommunicate between research team and testusers

• Face-to-face focus group discussions werearranged in the middle and at the end of thestudy period

• 1000+ online discussioncomments

• 35 mini gallups with 1000+ votes• 71 narratives with 300+

comments, users describing thecurrent state with an ideal statewhen having a ‘magic wand’

• Usability issues to improve thecurrent design andimplementation

Value Analysis as part of long term research


Desired value Expected value Value-in-use

1 week 1 week 6 weeks

Narratives andonline discussion

related to“my content”;

Mini gallups

Narratives andonline discussionrelated to OLB &CAN descriptions

and videos;Mini gallups

Narratives andonline discussion related to

the usage of OLB & CAN;Mini gallups; Chat session

+Focus groups

Time

Method

• Users were divided in 2 groups• Group 1 starts with Content Anywhere - Group 2 with Online Back Up

Long term study 6 weeks research period

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Group 1: 4 weeks research for Content Anywhere

- Daily discussion and chat

- Weekly research themes

1st Focus group 2nd Focus group

2 weeks research for OLB



Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Group 2: OLB(2 weeks)



1st Focus group 2nd Focus group

4 weeks research for Content Anywhere



Desired value - Users’ stories on sharing


• People want sharing tobe easy and safe

• Especiallyservice independent sharingis seen highly beneficial

Idea: Emphasize link sharing featurein communication

One selected example of user research resultsusage at F-Secure

UCC Canvas


UCC Canvas

Example project:

Content Anywhere product release planning


Used methods:

Stakeholder workshop (planned and structured)

Using research results as base for product releases


User research is co-operative function where we needto Define ,Plan and Do the needed research actionstogether. We need to understand What , When andHow for getting results which helps company forcreating better products.

Key takeaway

Documents

User research in F-Secure · during the design (validating ideas)- after the product is ready ... long term UX testing Usability testing UX review board UX Benchmark Heuristic evaluation