Reality Bites, give your product a reality check
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Reality Bites – how to incorporate basic UX research & testing into your development process In this session I will share real life examples of products and the gaps that were discovered once exposed to real users. We will learn what can be done to minimize the chances of such surprises and will examine the possible ways in which you may incorporate “reality checks” in your product development process. Nobody can predict your users’ experience. Sure, we have our professional knowledge on human behavior and perception, but really, there is no substitute to exposing your concept and product to reality. Lean approaches allow incorporation of small scale research and testing that may have a huge impact on your understanding users and their interaction with your product.
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Reality Bites, give your product a reality check
- 1. REALITY BITES GIVE YOUR PRODUCT A REALITY CHECK Tali Rosen-Shoham
- 3. The lecture today 1 Build Vision 2 Perform reality checks 3 Map into the big picture 4 Analyze Real Test Cases
- 4. 1 Building a Vision Be specific Context How long Value Emotional response Usage over time Different users What will they be saying
- 5. 2 Perform Reality Checks USER RESEARCH USABILITY TESTING REALITY CHECKS
- 6. 2 Perform Reality Checks ! Other peoples experience A conversation Watching people Listening to people Social media ! Testing mockups Testing the product Analytics A/B testing Survey
- 7. 2 Perform Reality Checks
- 8. 2 Perform Reality Checks
- 9. 2 Perform Reality Checks Things that stand in the way of real feedback We tend to Avoid Sell Selective listening React, defensive Project Ignore Change Others tend to Be polite Situational factors Other people Memory Ignore Misplaced focus Stress out
- 10. 2 Perform Reality Checks Best practices - Things that can improve real feedback Prepare Perform Awareness of Explain biases Actual behavior List Listen & understand Neutral/mediator Be curious Neutral people Write Pay special attention to Clues, impro’s, body language Words & actions mismatch
- 11. 3 Map into the big picture How different elements of the user experience might affect the prospects of adoption Emotional Response Product Introduction Usable Initial usage Fits in Flow Commitment Real Value Does it work what when © This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached
- 12. 3 Map into the big picture What you should be looking for What would cause indifference? What would cause a negative response? What would deter of permanent commitment? Of paying? Usable What in the UI would prevent immediate access? What interferes with understanding how to use it? Using it easily? What in the UI would stop the user from choosing to complete & commit Fits in Flow What would stop it from being introduced in existing flows? What would stop it from being used in existing flows? What would stop it from being permanently part of existing flows? What would decrease motivation to get it? What would cause early abandonment? What would prevent the value from remaining or increasing over time What would prevent users from hearing about it? What would prevent them from getting to it? What would not work properly What does not fit permanent use Product Introduction Initial usage Commitment Emotional Response Real Value Works © This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached (inspired by Don Brunes)
- 13. 4 Analyze your map • Critical cells • Gap between reality & vision • You do not need a perfect map
- 15. Real Test Cases Negative emotional experience > negative response Emotional Response Usable Fits in Flow Identified the problem at testing stage by watching children actually use their product, and fixed it in time by changing their whole scoring system Real Value Works Product Introduction Initial usage © This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached Commitment
- 17. Real Test Cases Positive but less relevant > Don’t keep using it Emotional Response Usable Fits in Flow Timing > Missed the buzz Gave it to users but in retrospect too many of them were designers. They failed to recognize in time the lack of relevant feedback. Real Value Works Product Introduction Initial usage © This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached Commitment
- 19. Real Test Cases Don’t want a relationship> willing to pay but not to register Emotional Response Usable Fits in Flow Usability testing plus targeted analytics helped identify the issue. The fix included changing the button from “Register” to “Continue”. This was worth 300 million dollars Too much effort; Required login or registration > don’t follow through Real Value Works Product Introduction Initial usage © This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached Commitment
- 21. Real Test Cases Emotional Response Usable Made usability improvements on a a successful product without subjecting them to reality checks. They had to throw away the new product and all the time and money invested in it Fits in Flow Real Value Eliminating existing value > hurt a successful product Works Product Introduction Initial usage © This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached Commitment
- 23. Real Test Cases Emotional Response Usable Fits in Flow Real Value Misunderstanding how installation occurred in reality caused a major problem to the basic concept of how the data was being gathered Installation not unique> content compromised Works Product Introduction Initial usage © This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached Commitment
- 25. Real Test Cases Negative emotional experience > negative response Emotional Response Usable Fits in Flow Identified the problem at testing stage by watching users actually use their product, and fixed it in time, although it did cost them a few months of development Real Value Works Product Introduction Initial usage © This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached Commitment
- 26. Real Test Cases Usable Fits in Flow Real Value Works Lukewarm or no response from role models > indifference Poor Aesthetics; Negative feedback from the product > negative response Credibility & trust issues > don’t want to commit/pay Forms & required data before any action > Avoid entering Not intuitive; Complicated > Don’t understand how to use Path to completion not clear> No suitable way to complete Timing > not introduced in existing flows Requires attention or special conditions > Not used in existing flows Too much effort; Required login or registration > Not adopted in regular flow permanently Value message not clear; eliminating existing value > decrease motivation Poor content, doesn’t live up to expectations > early abandonment Not unique; Value not strong enough; engagement not increased > value deteriorates App. Store; Overload; Compatibility > No access to product Slow response > user loses patience, abandons Available without paying; Payment options unsuitable > abandon Product Introduction Emotional Response Initial usage Commitment © This map was created by Tali Rosen-Shoham and may be used freely only with this credit attached (inspired by Don Brunes)
- 27. Stop guessing “what if…?” and go find out what is Giles Colborne, Simple and Usable
- 28. Recommended resources (FREE + SHORT) 1. User research handbook by Public Zone 2. Demo usability test by Steve Krug 3. Usability test moderation comic by User Focus 4. Survey Monkey Thank you’s – download their apps, they rock! Yuval Kaminka, Joytunes Ziv Meltzer, Stop the VOM Michal Eisenstein, Waze Omer Hagai about Soluto Deborah Mrazek, HP Credits Dilbert Don Bruns Public Zone UIE Thank You Tali Rosen Shoham
Hinweis der Redaktion
- My thesis was about tweezers. Really. I designed a pair that was ergonomically better. I proved that they were also better productivity wise.But once I got some participants to actually try them out I couldn't believe what happened.Each participant held it in a different way: upside down, diagonally, in all weird angles and thus turning the newly designed tweezers into an inferior tool to the original one.The lesson is: you have no idea how reality might bite your product. There was no way I could think of this in advance and the only way I could find this out was by (1) giving it to real users (2) watch them use it.
- Checking your assumptions
- התוכנית כולה בצורתה היסודית היא פשוטה עד מאד, ועליה להיות כן, למען תהיה מובנת לכל אדם.אין אנו רשאים לצייר לנו את יציאת היהודים לפתע פתאום. לאט לאט יצאו ובמשך עשרות שנים. בראשונה ילכו העניים שבעניים והם ישכירו את האדמה לישוב.לפי תוכנית מתוכננת מראש יסללו שם כבישים, יבנו גשריםומסילות-ברזל, יקימו עמודי טלגרף, יטו נהרות ויבנו בידיהם את משכנותיהם. עבודתם תגדיל את המשא-והמתן. המשא-והמתן יפתח את השווקים, והשווקים ימכו מתיישבים חדשים, כי כל איש יבוא מרצונו, על חשבונו ועל אחריותו. העבודה אשר נשקיע באדמה, תעלה את מחיר הקרקעות היהודים יכירו עד מהרה, כי נפתח שדה חדש וקיים לרוח-קבולתם, אשר עד עתה הייתה שנואה ובזויה בעיני העמים".על החזון לפרט מה מניע את האנשים להשתמש במוצר, כיצד ישמעו עליו, מה הערך שלו עבורם, כיצד השימוש שלהם ישתנה על פני זמן, מתי בדיוק ישתמשו בו. זה יאפשר לכם גם לרדת אל קרקע המציאות. החזון הוא המטרה שלכם והוא משקף את ההנחות שלכם לגבי המוצר שלכם. ככל שתבצעו reality checks תוכלו להשוות את הממצאים שלכם אל מול אותן הנחות.Take a moment to think about your product. What is your vision for it. What would define it a success?Start by imagining the people using it. In what context would you like them to use it? What is direct value they are gaining from using it?What is the emotional response they have to it. Keep it real.How will usage change over time? How will the value remain over time?Tell a story. Think of a story arc, a hero and a challenge to overcome
- No need for intimidating terms. User research and usability testing are something you pay someone else to do. Reality checks is something you should be doing every day.
- Create an experience early as possibleAnytime, AnywhereSocial media, forums, facebook
- Feedbacks come in all formsRemember the best practicesWe tend to: Avoid talking and asking people Sell the product to ourselves and others Hear what we want to hear React and influence the other person Project our own thoughts onto others Ignore important clues The elastic userOthers tend to: Avoid hurting our feelings, be polite, focus on the positive Be Affected by situational factors Be Affected by other peoples reactions Memory affected by feelings Ignore or miss important feedback refer to the tool: focus on the wrong thing
- Awareness of biasesConcentrate on listening, make sure you understandInvestigate actual behavior, then ask why they behaved that wayBe curious Look for cluesTry to be neutral or get a mediatorFind neutral people to talk toPrepare a list of behaviors that interestExplain that you will not be hurtWrite stuff downAnalyze what hasn’t been said or done
- What hasn’t been said or donehttp://uxmag.com/articles/overcoming-halfhearted-user-adoptionOvercoming Halfhearted User Adoptionby Don Bruns
- 26% of all apps downloaded are opened only once and then never used again. 14% of downloaded apps are used 11 times or more. Which leaves the remainder of apps only used 2-10 times over their entirety of life on someone’s phone!
- You can adjust your vision or make changes in the product to improve pain points
- http://articles.businessinsider.com/2011-12-01/tech/30462095_1_tablet-market-apps-smartphone-market
- Test case by UIEResenting to register, forgetting passwords and complex processes. Fix: change register into continue.
- UIE http://www.uie.com/articles/three_hund_million_button/
- Cadbury Curly Wurly case study presented by Public Zone
- The test case as described by Public Zone:A few years back, Cadbury changed the recipe of the Curly Wurly. The new recipe meant that the chocolate on the bar didn’t flake off as easily and didn’t melt as quickly. A desirable improvement and sensible you’d think? Yet it went down badly. In fact it prompted a backlash so strong that Cadbury had to return to the original recipe having wasted months of R&D and packaging budget. Why? It rendered the Curly Wurlyun-stretchable, thwarting a practice which people, young and old alike, had used for fun since the bar was launched in the 1970s. In fact the practice of Curly Wurly stretching is the subject of more than one Guinness World record!
- What hasn’t been said or donehttp://uxmag.com/articles/overcoming-halfhearted-user-adoptionOvercoming Halfhearted User Adoptionby Don Bruns