User testing allows marketers to verify whether users are seeing, feeling and doing what we want them to. Leslie Mohn, Director of User Experience Architecture, and Chris Kujawski, Connection Strategist, join Mike Osswald for a conversation about the importance of, and key methods for, observing user behavior. www.hansoninc.com/summit

1. LISTEN
CONTINUOUSLY
USER TESTING
AND RESEARCH

2. LESLIE MOHN
CHRIS KUJAWSKI
DIRECTOR OF USER EXPERIENCE
ARCHITECTURE
CONNECTION
STRATEGIST

3. USER TESTING AND RESEARCH
METHODS OF INQUIRY
•
Advisory Boards
•
Focus Groups
•
In-Depth Stakeholder/User Interviews
•
Cognitive and Heuristic Evaluation
•
In-Field Research and Observation – User Behavior

4. USER TESTING AND RESEARCH
THE IMPORTANCE OF OBSERVATION
Are they seeing the things we want them to see?
Are they feeling how we want them to feel?
Are they doing the things we want them to do?

5. USER TESTING AND RESEARCH
OBSERVING USER BEHAVIOR
•
Task Analysis – individual tasks
•
Scenario-Based Testing – connected tasks (a project)

6. USER TESTING AND RESEARCH
WHAT AND WHEN TO TEST
•
Beginning of a project
– Current solutions
– Competitor’s solutions
– Concepts
•
Most Important: iteratively, throughout the build
– Concepts with Wireframes/comps/prototypes
•
Live testing site soon after phase one launch, and after updates

7. USER TESTING AND RESEARCH
SIMPLE TESTS – A/B/MULTI

8. USER TESTING AND RESEARCH
SIMPLE TESTS – A/B/MULTI

9. USER TESTING AND RESEARCH
SIMPLE TESTS – CLICK TESTING

10. USER TESTING AND RESEARCH
SIMPLE TESTS – USER TESTING

11. See more at
HANSONINC.COM/SUMMIT