Selling Usability Testing internally
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A basic framework for selling the value of user research and usability testing to your internal sales team
![OVERVIEW
Usability at [company]
Sample Test
Intro to Usability](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Selling Usability Testing internally
- 1. HOW TO SELL USABILITY A basic framework for selling the value of user research and usability testing to your internal sales team
- 2. OVERVIEW Usability at [company] Sample Test Intro to Usability
- 4. WHAT IS USABILITY TESTING Evaluating user paths, labeling, and interactions to make recommendations based on feasibility, prioritization, and objectives New Concept RetestBaseline
- 5. WHY DO USER RESEARCH • Customer centric companies • Empathy • Prepare for development
- 6. WHY DO USABILITY TESTING • Small price, big impact • Clarify misconceptions • Inform your design
- 7. HOW CAN USABILITY BE USED
- 9. UAT VS USABILITY TESTING UAT USABILITY
- 10. Case for UsabilityHesitation SUPPORT FOR USABILITY Stakeholders don’t always represent VOC which affects adoption and use Customers just want to stand up a solution and think they know requirements Trend is becoming a customer company and each audience is unique As consultants we should know best practices and be able to create solutions accordingly Usability can be lean and our focus on agile and iteration allows for speed Want slimmer budgets to sell easier Just Basics Best Practices Cost
- 12. “USABILITY TESTING PROVIDES BETTER DEFINITION AROUND THE NON-FUNCTIONAL REQUIREMENTS THAT ARE NOT ALWAYS CAPTURED IN USER STORIES”
- 13. USABILITY IN AGILE Results • Week following • Compile notes and synthesize findings • Two weeks, potentially in tandem with design • 10 tests, 60 minutes each Testing • Week prior • Create a Test Plan or Test Objectives Prep
- 14. ESTIMATE RESOURCE DESCRIPTION ALLOCATION Strategy and Research Script/Plan creation 8 -10 hours Strategy and Research 10 tests 60 minutes + prep and debrief Strategy and Research Pulling together findings review 12 hours Strategy and Research It often makes sense to include the usability tester in design working sessions and user story workshops 5-10/week after testing UX Designer Notetaker for tests 60 minutes/test Scrum Master Test scheduling with client 30 minutes/test Full team Internal debrief on usability findings 1 hour
- 16. RESOURCES • Amazon Mechanical Turk • UserTesting.com • UX Matters • UX Mag • Smashing Magazine – UX Design
Hinweis der Redaktion
- • Run through an intro of what usability testing and user research are Basics of what is usability testing Why do we do user research and usability testing Keywords/things that might tip you off that usability/user research is needed UAT vs Usability • Describe how usability testing or user research might be employed at your company If you’ve done any user research prior, highlight quotes or case studies from that Discuss how you do recruiting If your company employs unique project management techniques like Agile, describe how user research fits in Run through the roles • Demonstrate a sample usability test
- Baseline (understanding of current state) exploratory. Areas for improvement. New Concept (we create a low fidelity wireframe as a preview of the site. Just test functionality – not visual design) Retest (are the changes that we made working?)
- • So why do companies like Google, Facebook, Microsoft, Intel have huge user research teams? • For those focused on the number, customer centric companies make more money • The way to ensure adoption is through empathy and an understanding of our client’s audience’s needs (for an agency/consultancy setting) • Think about your favorite apps, portal, website. Your favorite one allows you to do what you need to do easily. Hard to know what your audience needs to do and how they do it without talking to them. • Prepares us for development by giving us the customer voice directly. Usability testing is like employing a representative democracy
- Usability testing can be done in a very lean fashion. What’ important is giving your customer a voice so that they will adopt what you create. Think of it as a representative democracy. Should clarify misconceptions or inspire new possibilities/ideas. Not for settling scores Usability testing finding should lead to recommendations. I gave my team the example of a Cheapoair email I received one day prior to my trip. As a customer, what I wanted to do is to check in easily. Instead, Cheapoair sent me an email that was meant to upsell and didn’t allow me to do the one task I wanted to do easily. As a result they will not only upsell me but lose my business in the future because their whole check in experience (beyond this email) was awful
- When your sales team is identifying the budget, timeline, decision makers they can use the metrics in the image above to decide what the client needs help with. I took this image from “The ROI of User Experience with Dr. Susan Weinschenk” What problems, needs, and motivations do people have? How do people evaluate and adopt products? Do people understand your product’s value prop? Which messages are most effective at explaining your product? Can people figure out how to use your product? Why do people stop using your product? Why don’t people stop using your product? Why don’t people adopt new features when you launch them?
- Words for your sales team to listen for when prospects are identifying issues and goals Wordle is a great word cloud tool
- UAT: (Requirements - client) determining if the requirements of a specification or contract are met (acceptance criteria met) QA. Acceptance testing with user representatives Usability: (design – customer) intuitiveness, ease of use, etc Essential for delivering a quality product
- Help walk your team through roadblocks they may run into with relevant arguments to support usability testing
- If possible, add in quotes from projects you’ve done where customers or the audience feedback was included in how your project was designed
- If your company or clients work in agile, it will be important to lay out how usability or user research will fit into a sprint cadence. Instead of running a huge expensive test, the agile process forces us to iterate on designs and test rapidly.
- Give your Sales team a way to ballpark the resources needed, what they are needed for, and how long they are needed
- Identify how you do recruiting. For example: We work with a local user research company to recruit participants that fit our demographics/needs OR we work with the client to identify participants