WhatUsersDo Workshop: Extracting and Sharing Insights

#users1st

Extracting

and sharing insights

• Introduction

• Getting started with UX research

• How to extract and share insights

• 3 things to remember

• UX clinic (optional)

Agenda

• Mark relevant events in the test videos

• Evaluate the problem priority

• Collate similar problems across tests to have an

overall view

Tagging

Relevant event

• Extract insights from what users say

• …and mostly from what they do

Understand what each event tell us:

• if it’s a problem,

• if it’s a positive thing,

• or something else.

Evaluate problem

priority

• High level issues or conversion killers

• Medium level issues

• Low level issues

Problems

How does it work?

• When users say they like something in the interface (ee

usually don’t log when interfaces are simply working well:

that’s what they should all do)

• We log when users spontaneously suggest improvements

for the interface or the content

• Also any quotes from users that could be interesting for

the client

Positives,

suggestions etc.

Positives

Let’s give it a try

Compare with analyst

http://app.whatusersdo.com/qIPj

• Mark relevant events in the test videos

• Evaluate the problem priority

• Collate similar problems across tests to have an

overall view

Next steps

• WhatUsersDo Platform demo

• Recommendations Reports

• Other Advanced Reports

Working with analysis

WUD Platform

• Simple but powerful tool for drilling down into the insight

• Helps decision-making

• Easily accessible by everyone in your organisation

WUD Platform

Recommendations

Reports

Recommendations Report

Ryanair - Italy

November 5th, 2014

Ryanair - Recommendation Report

21

Issues and positive feedback

High 25 Medium 15 Low 8 Positive feedback 14

Overall performance. Distribution of issues and positive feedback:

Information

Architecture

Contents,

copywriting

Interaction

Design

Brand and

TrustT

Distribution of the 4 main issues: Positive feedback:

Contents,

copywritingTNPS:

100%

For more info go to the detailed UX report.

Ryanair - Recommendation Report

22

Executive summary

1. Included services Users need a clearer understanding of

services that are included and services that

are not.

2. Per-day fees It should be more clear which fees are per-

day and which are per-flight or per-journey.

3. Wrong currency Prices should be always be displayed in

the country relevant currency.

4. Return tickets In the homepage it must be clearer how to

select a return ticket.

T

T

Ryanair - Recommendation Report

23

Recommendation

It must be easy for users to differentiate at a glance services

included in the total price and those that are not.

Users need this to make a knowledgeable choice and feel

comfortable about the process.

1. Included services

Not knowing what services are included in the booking makes

users unsecure about the process. They are uncertain of the final

price, and this is a conversion killer for 2 out of 5 users.

Also, some users were frustrated about the repeated offer of extra

services. This means that users are likely to switch to a competitor

that offers similar prices with a quicker checkout process.

Issue

Ryanair - Recommendation Report

24

Issue1. Included services

These are extra services,

that honestly I’m not

interested in […] Another

extra service […] I don’t

need that…

Marco, 47

“”

List of offered

services

Watch a sample clip:

Ryanair - Recommendation Report

25

Action

Make it clearer in every step of the booking process what is

included.

Possibly include an overview (i.e. a table or a chart) of the services

and possible extra options as a step of the booking process.

1. Included services

This will most likely increase conversions and customer

satisfaction by making users more confident and fast in taking

decisions.

This should also decrease the number of contacts to the customer

care due to unwanted services.

Anticipated result

• ‘Next Level’ after insights

• Identify top areas for improvement

• Achieve senior stakeholder buy-in

WUD Platform +

Recommendations

Reports

WUD Platform +

Advanced Reports

• Drives decision-making and prioritisation

• Quantifies some of the qual

• Ideal for Product Managers, Development Teams, Visual

Design, Content Marketing etc.