© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 1 Julien Roland, Managing Partner @ Uservalue

HOW and WHY you need to do UX Testing

© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 2

Julien

Dorit

© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 3

1000+ hours of user tests and interviews

100+ user interfaces optimized

29 international partners

15+ years of experience

3 languages

Key facts about us

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4 key messages about UX Testing #1 : Good for Users … but also good for Businesses #2 : No UX without Users : Test … and more Tests #3 : It’s possible to measure UX … and you should do it #4 : Design is a social process, and Testing is a tool for change

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ü  Easy to use ü  Efficient

ü  Attractive ü  Productive

ü  Generate Clicks ü  Convincing

UX, Usability, Software Ergonomics … ?

(according to us) Make digital user interfaces more efficient, for Users and for Businesses.

Website

Apps

Smart TV

Software

Credit Photo: AP

User Interfaces that Work ?

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ROI of User Experience - Some Facts & Figures

Source : Flickr

Sou

rces

: U

X 1

01, N

iels

en N

orm

an G

roup

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Quittent le site à cause d'une mauvaise

expérience

Des acheteurs parlent de leur mauvaise

expérience

On dépense 10% en budget pour gagner 83%

en KPI

68%

44%

10%

83%

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Rising awareness regarding the importance of User Experience

© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 8 Sources : www.userexperience.co.nz

… even if it’s not always easy to convince clients to do good UX

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Meet real users

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WHATCH PEOPLE USE THE SOFTWARE

ü  Interviews ü  Actual use

ü  Tasks oriented ü  5 – 20 people

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Discover usability problems

Assess the « quality » of one or more interfaces

(incl. measures)

Formative Tests Summative Tests

Vs. ?

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WHEN TO DO USER TESTS ?

Define what to improve

Test iteratively

Compare 2 designs

Assess the quality of UX

Old design

New design

© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 13

Guerilla À distance, non modéré

À distance, modéré

En Lab

Desktop, Mobile / Responsive

Apps (Smartphone)

Intranet/App. Enterprise/App. Industrielle

Sélection des profils participants

Participants distribués géographiquement

Sessions dans plusieurs langues

Adapté à des tests fréquents, itératifs

Données qualitatives riches sur les comportements et attentes

Sessions Limitées

Pas de modérateur

Nombre de participants (typiquement) < 10 Non limité 8 – 16 8 - 16

Durée de chaque session < 20 minutes (3-5 tâches)

20 minutes (* 5 tâches)

45min – 1h15 (* 15 tâches)

45min – 1h15 (* 15 tâches)

Données quantitatives, échantillon réduit (8 - 12)

Données quantitatives, échantillon large

Rapport, Vidéos Minimal Pas de vidéos

Observer les sessions en temps réel

Debriefing en temps réel avec les clients pendant les sessions

Mode d’intervention - Wireframing - UX Coaching

- Combi. Lab - UX Coaching

Stand alone Stand alone

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MYTH : YOU ARE LIKE YOUR USERS

Source : Flickr

© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 15 Source : sandrinedet.wordpress.com

MYTH : IF YOU ARE AN EXPERT, YOU DON’T NEED TO TEST

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PERFORMANCE

0

10

20

30

40

50

60

70

80

90

100

SUS Score

49

Non acceptable

Marginal

Acceptable

Pauvre

OK

Bien

Excellent

(score, avec marge d’erreur, 95% confiance)

SCORE

6   10   2   3   4   9   11   12   5   1   7   8  S   N/A   F   S   F   N/A   S   F   N/A   N/A   F   N/A  S   S   S   S   S   S   S   S   S   S   S   S  F   F   F   F   F   F   F   F   F   S   S   S  S   F   S   S   S   F   S   S   F   S   S   S  F   F   F   F   F   F   F   S   S   S   F   S  S   S   S   S   S   S   S   S   S   S   S   S  N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   S   N/A   N/A  F   F   F   F   F   F   F   S   S   S   S   S  N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A  S   S   S   S   S   S   S   S   S   S   S   S  N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A   N/A  F   F   S   F   F   F   S   S   S   S   S   F  F   S   S   S   S   F   F   F   S   F   S   S  F   S   S   S   S   S   S   S   N/A   S   S   S  S   F   F   F   F   S   S   F   F   S   S   S  F   F   F   F   N/A   N/A   F   F   N/A   F   S   S  

# tâ

che

# participant

MEASURE THE USER EXPERIENCE

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1.00

2.00

3.00

4.00

5.00

6.00

7.00 DIFFICULTY

-3

-2

-1

0

1

2

3

QH-I QH-S ATT QP

ATTRACTIVENESS

MEASURE THE USER EXPERIENCE

© 2015 USERVALUE | WE OPTIMIZE YOUR CUSTOMER EXPERIENCE I 18 Source : Flickr

ü Meet real users ü  Test and observe their behaviour ü Don’t just listen to what they say

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Tests Utilisateurs

≠ Focus Groups

Source : A. Colville, « Cheval et Train »

WHY YOU NEED TO TEST, NOT JUST ASK WHAT THEY WANT

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WHY YOU NEED TO OBSERVE, NOT JUST ASK WHAT THEY THINK

Source : « Strangers to ourselves » book cover, Th. Wilson

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ü Make the users real

ü  Show HCD in practice, don’t tell

ü  Convince with facts, not opinions

ü Agree on what needs to be done

MAKE CHANGE HAPPEN THROUGH TESTING

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MERCI !

USERVALUE Y-Parc

Rue Galilée 7 1400 Yverdon

tel. +41 24 552 04 00 julien.roland@uservalue.ch