Delivering User Insights into Product Developoment

Delivering more User

Insights into the Product

Development Process

Abi Reynolds 26 June 2014

@Uservision @AbiJreynolds

Abi Reynolds

UX issues are in the top ten reasons for project to fail

Good UX will reduce customer care calls

Early changes with UX design will take just 10 percent cost when compared to later stages.

Good UX will reduce training (in-house app)

Good UX will increase the conversion rate.

Why we need user insights

From Prateheep on Stack Exchange

Creating Competitive Advantage through superior User Experiences

1. Methods Vs Methodologies

2. Research Questions

3. Mobile & Multi-channel

Methodology Vs Method

Methodology

The approach or principles that guide our research. Methodology explains why we’re using certain methods or tools

Methods Research methods are the techniques or processes that we use in our research.

the WHY

the HOW

Tools WHAT

WhatUsersDo

Methods HOW

Usability testing

Methodologies WHY

Qualitative Testing

#1 Tip

It’s the approach that is important;

the method (& Tools) are

secondary

From video Google - Agile UX Research Practice in Android

Which Approach? Research panels/communities

Discovery (explore)

Needs Analysis

(define)

Design (optimise)

Performance

(measure)

• Focus groups, • In-depth

interviews, • Diary studies • Stakeholder

Interviews

• Customer Journey • Mental Model map • Personas • Contextual Enquiry

• Usability Testing

• Hall Testing • Co-design

• A/B test • Competitive

Benchmark • Surveys

Which Approach?

Product Development

For an explanation on methods see www.usabilityfirst.com/usability-methods/

What do YOU

Think?

Research question number 1.

We want to know what to do to make our product better than the competition

Q1. We want to know what to do to make our product better than the competition

Mobile Diary Studies

Interviews & Focus Groups

Research question Number 2. We have lots of people visit our website (car

hire) every day but only 20% of visitors enter the booking process

Q2. We want to know why users are bouncing from our homepage

I’m a great App, if people would just get to know me

Stephen P Anderson

Seductive Interaction Design

Usability Testing

True Intent and success rate

Remote Usability Testing

Research question number 3.

We want to introduce a new menu button design but are unsure how best

to integrate it into current app

Q3. We want to test a new button design

First impressions & Guerrilla Testing

© Clearleft Ltd.

the art of pouncing on lone people in cafes and public spaces, [then] quickly filming them whilst they use a website for a couple of minutes. M Belham

5 seconds

#2 Tip

A Combination of approaches &

methods work best (Triangulation)

#3 Tip

Test Early, Test often and then Retest

Use Quant. to test assumptions and Qual. to find out what you

don’t know…

Really great products come from melding two points of view—the technology point of view and the customer point of view. You need both.

Steve Jobs

Mobile & Multi-channel

By end 2014 the number of internet mobile users will override desktop users when accessing the Internet (UX Scotland)

Mobile testing

In the UK, more than 60% of online adults use at least two devices every day and nearly 25% use three devices 40% of all online adults start an activity on one device and finish it on another

https://econsultancy.com/blog/64464-more-than-40-of-online-adults-are-multi-device-users-stats#i.18mlzsnhqjecou

1st Screen 2nd Screen

Sequential Simultaneous

What are customers using different device for?

How device usage behaviour differs

How consumers feel about their current devices in relationship to one another

The online/offline media split for the multi-screen shopper

How else are they engaging with your brand?

Multi-Channel

Designing for

the Experience

#4 Tip

Adopt methodologies to

understand the

Whole experience

A Recap

UX Research: It’s the approach that is important; the method (and tools) are secondary

A Combination of approaches & methods work best (Triangulation)

UX Research: Test Early, Test often and then Retest

Adopt methodologies to understand the Whole experience

About embedding a culture of User Insights into development

Deliver a superior User Experience

Even miracles

take a little Time -The Fairy Godmother

55 North Castle Street Edinburgh EH2 3QA Tel: 0131 225 0853

www.uservision.co.uk

Abi Reynolds Principal Consultant

http://uxfactor.wordpress.com

@abijreynolds