Sorry, Your Mum Is Not a Valid Test Participant

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Your mum is not a valid test participant, or
*be* the naturalist…
•  Michael rawling
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with Michael Rawling
Your Mum!…
…not a valid test participant.
or: Be the Naturalist!

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reasonable interruptions
today
a) A Zombie Apocalypse
b) Monkeys
c) Nothing…
*please do silence your mobile phones too...thx! ☺

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today
"  Your Mum & Other Product Problems
"  Weird Science, also known as Applied Psychology
"  Take a leaf out of Biological Field Research…☺
"  Practical DIY

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Your host today…
Mike Rawling
Lead UX at Unruly.co
Team-of-One & UX Coach
UX research, user research, interaction designer, UI
engineer, UI designer, test participant recruiter,
usability tester, ethnographic researcher, micro-copy
writer, trainer, UX coach, UX mentor….
And so on…
UX activities dating back to ’98…pre-‘UX’!
Consulted, designed, engineered, leader of, coached, trained big & small teams and initiatives in:
Toyota & Lexus cars, Konami computer games, Tesco.com, Wiley Publishing, Camelot (UK’s national lottery),
ITV & Granada Television, LoveFilm(Amazon Prime) and Unruly…
…also posting on twitter about UX Coaching... @theuxcoach

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Warning - May exhibit Unruly
Culture…
...and of course, err, ‘creative’ cultural appropriation and mixing…;)

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“Some testing is better than none.”
?
?
?
?
?
?
?
?

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She likes…
Gardening - directing
History – learning
Politics - doing
Ballet – watching
Volvo - driving
Also
Freeze dried coffee…*sigh*

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This is one of my users*
*a ‘Design’ Persona

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And here’s is how Fran feels
about gardening

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I tested My Mum using one of
Unruly’s products...

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This is Mum using one of
Unruly’s products

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Any comments yet…
I tested My Mum attempting to
use one of Unruly’s products...
*sigh*

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What’s going on here?
Anybody…?

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They’re too close!

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Not your mum or….
Any others that would have the same
drawbacks?....

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Not your mum or….
The CEO – proud of product…or perhaps overly self-critical.
The company secretary – wants to make a good impression and
make team happy
Product team members – the creators of a product, pride
Did I miss any…?

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Daniel kahnemen
& Amos Tversky

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Actually a measurable
psychological phenomena

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Decision-making, belief, and behavioural bias
Many of these biases affect belief formation, business and economic decisions, and human behavior in general. They arise as a replicable result to a specific
condition: when confronted with a specific situation, the deviation from what is normally expected can be characterized by:
•  Ambiguity effect – the tendency to avoid options for which missing information makes the probability seem "unknown."[8]
•  Anchoring or focalism – the tendency to rely too heavily, or "anchor," on one trait or piece of information when making decisions.[9][10]
•  Attentional bias – the tendency to pay attention to emotionally dominant stimuli in one's environment and to neglect relevant data when making judgments
of a correlation or association.[11][12]
•  Availability heuristic – the tendency to overestimate the likelihood of events with greater "availability" in memory, which can be influenced by how recent
the memories are or how unusual or emotionally charged they may be.[13]
•  Availability cascade – a self-reinforcing process in which a collective belief gains more and more plausibility through its increasing repetition in public
discourse (or "repeat something long enough and it will become true").[14]
•  Backfire effect – when people react to disconfirming evidence by strengthening their beliefs.[15]
•  Bandwagon effect – the tendency to do (or believe) things because many other people do (or believe) the same. Related to groupthink and herd behavior.
[16]
•  Base rate fallacy or base rate neglect – the tendency to base judgments on specifics, ignoring general statistical information.[17][clarification needed]
•  Belief bias – an effect where someone's evaluation of the logical strength of an argument is biased by the believability of the conclusion.[18]
•  Bias blind spot – the tendency to see oneself as less biased than other people, or to be able to identify more cognitive biases in others than in oneself.[19]
•  Choice-supportive bias – the tendency to remember one's choices as better than they actually were.[20]
Types of cognitive bias…

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•  Hard-easy effect – Based on a specific level of task difficulty, the confidence in judgments is too conservative and not extreme enough[23][38][39][40]
•  Hindsight bias – sometimes called the "I-knew-it-all-along" effect, the tendency to see past events as being predictable[41] at the time those events
happened. Colloquially referred to as "Hindsight is 20/20".
•  Hostile media effect – the tendency to see a media report as being biased, owing to one's own strong partisan views.
•  Hot-hand fallacy – The "hot-hand fallacy" (also known as the "hot hand phenomenon" or "hot hand") is the fallacious belief that a person who has
experienced success has a greater chance of further success in additional attempts
•  Hyperbolic discounting – the tendency for people to have a stronger preference for more immediate payoffs relative to later payoffs, where the tendency
increases the closer to the present both payoffs are.[42] Also known as current moment bias, present-bias, and related to Dynamic inconsistency.
•  Illusion of control – the tendency to overestimate one's degree of influence over other external events.[43]
•  Illusion of validity – when consistent but predictively weak data leads to confident predictions
•  Illusory correlation – inaccurately perceiving a relationship between two unrelated events.[44][45]
•  Impact bias – the tendency to overestimate the length or the intensity of the impact of future feeling states.[46]
•  Information bias – the tendency to seek information even when it cannot affect action.[47]
•  Insensitivity to sample size – the tendency to under-expect variation in small samples
•  Irrational escalation – the phenomenon where people justify increased investment in a decision, based on the cumulative prior investment, despite new
evidence suggesting that the decision was probably wrong.
•  Just-world hypothesis – the tendency for people to want to believe that the world is fundamentally just, causing them to rationalize an otherwise inexplicable
injustice as deserved by the victim(s).
•  Less-is-better effect – a preference reversal where a dominated smaller set is preferred to a larger set
•  Loss aversion – "the disutility of giving up an object is greater than the utility associated with acquiring it".[48] (see also Sunk cost effects and endowment
effect).
•  Ludic fallacy – the misuse of games to model real-life situations.
•  Mere exposure effect – the tendency to express undue liking for things merely because of familiarity with them.[49]
•  Money illusion – the tendency to concentrate on the nominal (face value) of money rather than its value in terms of purchasing power.[50]

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•  Restraint bias – the tendency to overestimate one's ability to show restraint in the face of temptation.
•  Rhyme as reason effect – rhyming statements are perceived as more truthful. A famous example being used in the O.J Simpson trial with the
defense's use of the phrase "If the gloves don't fit, then you must acquit."
•  Risk compensation / Peltzman effect – the tendency to take greater risks when perceived safety increases.
•  Selective perception – the tendency for expectations to affect perception.
•  Semmelweis reflex – the tendency to reject new evidence that contradicts a paradigm.[27]
•  Selection bias – the distortion of a statistical analysis, resulting from the method of collecting samples. If the selection bias is not taken into account
then certain conclusions drawn may be wrong.
•  Social comparison bias – the tendency, when making hiring decisions, to favour potential candidates who don't compete with one's own particular
strengths.[59]
•  Social desirability bias – the tendency to over-report socially desirable characteristics or behaviours and under-report socially undesirable
characteristics or behaviours.[60]
•  Status quo bias – the tendency to like things to stay relatively the same (see also loss aversion, endowment effect, and system justification).[61][62]
•  Stereotyping – expecting a member of a group to have certain characteristics without having actual information about that individual.
•  Subadditivity effect – the tendency to estimate that the likelihood of an event is less than the sum of its (more than two) mutually exclusive
components.[63]
•  Subjective validation – perception that something is true if a subject's belief demands it to be true. Also assigns perceived connections between
coincidences.
•  Survivorship bias – concentrating on the people or things that "survived" some process and inadvertently overlooking those that didn't because of
their lack of visibility.
•  Texas sharpshooter fallacy – pieces of information that have no relationship to one another are called out for their similarities, and that similarity is
used for claiming the existence of a pattern.
•  Time-saving bias – underestimations of the time that could be saved (or lost) when increasing (or decreasing) from a relatively low speed and
overestimations of the time that could be saved (or lost) when increasing (or decreasing) from a relatively high speed.

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•  Illusion of transparency – people overestimate others' ability to know them, and they also overestimate their ability to know others.
•  Illusory superiority – overestimating one's desirable qualities, and underestimating undesirable qualities, relative to other people. (Also known as "Lake
Wobegon effect," "better-than-average effect," or "superiority bias").[72]
•  Ingroup bias – the tendency for people to give preferential treatment to others they perceive to be members of their own groups.
•  Just-world phenomenon – the tendency for people to believe that the world is just and therefore people "get what they deserve."
•  Moral luck – the tendency for people to ascribe greater or lesser moral standing based on the outcome of an event rather than the intention
•  Naive cynicism – expecting more egocentric bias in others than in oneself
•  Outgroup homogeneity bias – individuals see members of their own group as being relatively more varied than members of other groups.[73]
•  Projection bias – the tendency to unconsciously assume that others (or one's future selves) share one's current emotional states, thoughts and values.[74]
•  Self-serving bias – the tendency to claim more responsibility for successes than failures. It may also manifest itself as a tendency for people to evaluate
ambiguous information in a way beneficial to their interests (see also group-serving bias).[75]
•  System justification – the tendency to defend and bolster the status quo. Existing social, economic, and political arrangements tend to be preferred, and
alternatives disparaged sometimes even at the expense of individual and collective self-interest. (See also status quo bias.)
•  Trait ascription bias – the tendency for people to view themselves as relatively variable in terms of personality, behavior, and mood while viewing others
as much more predictable.
•  Ultimate attribution error – similar to the fundamental attribution error, in this error a person is likely to make an internal attribution to an entire group
instead of the individuals within the group.
•  Worse-than-average effect – a tendency to believe ourselves to be worse than others at tasks which are difficult[76]
Memory errors and biases[edit]
Main article: List of memory biases
In psychology and cognitive science, a memory bias is a cognitive bias that either enhances or impairs the recall of a memory (either the chances that the memory
will be recalled at all, or the amount of time it takes for it to be recalled, or both), or that alters the content of a reported memory. There are many types of
memory bias, including:

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•  Illusory correlation – inaccurately remembering a relationship between two events.[23][45]
•  Lag effect – see spacing effect
•  Leveling and Sharpening – memory distortions introduced by the loss of details in a recollection over time, often concurrent with sharpening or selective
recollection of certain details that take on exaggerated significance in relation to the details or aspects of the experience lost through leveling. Both biases
may be reinforced over time, and by repeated recollection or re-telling of a memory.[81]
•  Levels-of-processing effect – that different methods of encoding information into memory have different levels of effectiveness[82]
•  List-length effect – a smaller percentage of items are remembered in a longer list, but as the length of the list increases, the absolute number of items
remembered increases as well.[83]
•  Misinformation effect – that misinformation affects people's reports of their own memory.
•  Misattribution – when information is retained in memory but the source of the memory is forgotten. One of Schacter's (1999) Seven Sins of Memory,
Misattribution was divided into Source Confusion, Cryptomnesia and False Recall/False Recognition.[78]
•  Modality effect – that memory recall is higher for the last items of a list when the list items were received via speech than when they were received via
writing.
•  Mood-congruent memory bias – the improved recall of information congruent with one's current mood.
•  Next-in-line effect – that a person in a group has diminished recall for the words of others who spoke immediately before or after this person.
•  Osborn effect – that being intoxicated with a mind-altering substance makes it harder to retrieve motor patterns from the Basal Ganglion.[84]
•  Part-list cueing effect – that being shown some items from a list makes it harder to retrieve the other items[85]
•  Peak-end rule – that people seem to perceive not the sum of an experience but the average of how it was at its peak (e.g. pleasant or unpleasant) and
how it ended.
•  Persistence – the unwanted recurrence of memories of a traumatic event.
•  Picture superiority effect – that concepts are much more likely to be remembered experientially if they are presented in picture form than if they are
presented in word form.[86]
•  Placement bias – tendency of people to remember themselves as better than others at tasks at which they rate themselves above average (also
Illusory superiority or Better-than-average effect)[87] and tendency to remember themselves as worse than others at tasks at which they rate themselves

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The Bias Game!
…gotta name them all

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Bias cheatsheet…
A Visual Study Guide to
COGNITIVE
BETA!
BIASES
This document was prepared by Eric Fernandez.
Much of the text within is quoted from the cognitive
bias wikipedia pages (written in large part by Martin Poulter)
Warning!
The text for this
presentation is Beta!
Itʼs from a wiki page
that is still evolving.
Keep this in mind
while you read this
document. Some of
the cognitive biases
in here might be
incorrect wiki
entries. Hopefully this
document will inspire
more cognitive
professionals to chip
in to make the wiki
spotless! Eventually,
this document will be
rereleased in pristine
form. Until then many
of you have asked for
a beta release. Here it
is. Also, the images
have been updated for
better remixing and
sharing rights. Rather
than using permission
based images, now all
the images are public
domain or free non-
commercial use by
anyone.
Operation Fix The
Cognitive Bias
Wiki Has Begun!
version 2.0
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and
then open the ﬁle again. If the red x still appears, you may have to delete the image and then insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the
image may have been corrupted. Restart your computer, and then open the ﬁle again. If the red x still
appears, you may have to delete the image and then insert it again.

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COG BIAS EXERCISE! 10 MINS
1.  Identify 5+ types of bias observed in your (most recent) project / team
2.  Actions: Use the Wikipedia list of Cognitive Biases or the Handouts.
3.  Aim: Capture them down!

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Recognise skew & avoid

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So how are you testing at the
moment?

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Other things testing is NOT

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not just ‘getting Feedback’

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…not ‘Sign-off’

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…and no, not UAT either

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How do we know we’re doing it right?

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Rapid heuristic technique…

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Break through the wall…

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But…you need perfectly controlled
circumstances, right?

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Not always the way people often
think…

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But how many users? The great
debate

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Actually not expensive*
*As it used to be…

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People!! Recruiting is key
Jeff Sauro of measuringu.com and MeasuringU LLC:
‘…it is much more productive to test with a small
number of representative users than a 1000 users
of the wrong type…’*
*sorry Jeff - totally paraphrasing ☺

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If you can’t change
anything…don’t test!
If there’s no scope/time for changes
that you find need make after…
•  About to make loads of releases –
things will change too much!
•  May waste goodwill towards UX
•  May waste budget
*Unless you’re Before / After Benchmarking..

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Straight from the horses mouth…

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So hunt down those users

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If you want to know how a lion
hunts…

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Inspiration, legend…not dead...

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Field studies…Naturalists...

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Ok, what should we *Do*…

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Requires team-level empathy

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For all: It’s a team sport

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UX or product designers ideal aim is to marinate the team in your user
intelligence throughout and build this…where a coached UX approach
might help...
Developing a shared appreciation…

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+
+ +
+ +
+
Cross-disciplinary pairing FTW…

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Engaging all in user research…
Team members pairing on design and run experiments together…

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Team learn from testing together
You and team members design experiments..

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Test Participant Recruiting is key
Establish right people via user research:
•  Interviews,
•  Surveys…
•  Persona process
•  Data, traffic logs
…And analysis with cross referencing between sources…

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People!! Opportunities is key
Can be surprisingly time consuming!
Watch out for:
Opportunities for access
to users coming up
in future…
…and STRIKE*
* = test. not advocating shooting users

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People!! Recruiting is key
Recruiting Agencies are our friends:
-  Saro
-  People For Research
-  and many more…
…I’m sure I can put you in touch with some specialist research recruiting agencies wherever you’re
from.

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How should we test?

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What type of test?? So many

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Lots of amazing techniques

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Choose your weapon wisely

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Two examples in faster, more Continuous
environments…

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Tangent…Contact theory

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•  Premise under appropriate conditions
interpersonal contact is one of the most
effective ways to reduce prejudice between
majority and minority group members.

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If one has the opportunity to communicate
with others, they are able to understand and
appreciate different points of views involving
their way of life.

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their way of life. As a result of new
appreciation and understanding, prejudice
should diminish...

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•  Also known as Intergroup Contact Theory.
their way of life. As a result of new
appreciation and understanding, prejudice
should diminish...
•  More time together, the greater the effect…

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‘Agile Ethnography’
Exposure Hours
-  A regular, 1:1.5, user <-> team activity
-  A long, deep ‘dive’
– skipping the long deep report!!
-  High rate of user data > team transfer
Often gives opportunities to test ideas
and ask questions – the quickest test!!
Participants can join Beta Test Group…

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Agile ethnography: ‘exposure
hours’
But don’t invade…

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Other end of the scale….

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Guerilla testing
https://www.youtube.com/watch?v=0YL0xoSmyZI

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awaken those guerilla skills!
One – 2 - One exercise! 5 MINS
•  Stand up!
•  SEARCH Find someone in the room you haven’t spoken to one–to-
one to before
•  IDENTIFY and record one detailed thing they notice about your
appearance or clothing
•  Come back to your seats
•  …Review…

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User research board
Other sources:
•  User diaries
•  Customer service records
•  Tech Support issues, patterns
•  Feedback link on website
•  Remote…

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IPA
No, not India Pale Ale…even better!

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Interpretative Phenomenological Analysis!
No, not India Pale Ale…even better!
Interpretative Phenomenological Analysis!
…aims to offer insights into how a given person, in a given context, makes
sense, decodes a phenomenon specifically .

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Remote User research

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Next: What Thing are you testing??

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Making sense
Open questions can offer fresh insights and lot of data…
...this isn’t a fishing trip!

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Test artifacts
Only need to explicitly test only a few things – distinct hypotheses not the
whole thing…

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Test artifacts
Pick something easy, quick that is enough…
•  From a Sharpie sketch
•  Could be a series of sketches
•  Basic Photoshop mockups
•  Prototypes at any level
•  An actual digital product or website

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Make it real
Prototyping: where the wheels touch down on the tarmac…
...testing like the real thing with the cost!

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Super Low res prototyping

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Maybe we can do that?

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UX testing in practice:
….a pinch of rigor
1.  Hypothesis
2.  Method
3.  Apparatus
4.  Recruitment!!
5.  Experiment
6.  Results
7.  Analysis
8.  Conclusions

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The Challenge:
usability testing agileonthebeach.co.uk!
- Imagine yourself into the shoes of
the people making the AOTB 2018 site…
Get Agile On The Beach ready for next year!

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Choose a testing technique!
Team Choices!
•  Create an Impromptu Usability Lab
•  Each team needs to have!
•  A Test Participant: just be yourself! ☺
•  A Moderator: welcomes the test participant and directs the
test
•  Observers: the silent partner….takes a backseat and takes
notes

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Moderators be like…

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Handy boilerplate
For Moderators: *put candidate as ease*
1.  Welcome!
2.  Say scene setting boilerplate in natural language:
1.  “we do this for a living, you can’t hurt our feelings!”
2.  “we’re not testing you, we’re testing the system any answer you give is right”
3.  “We’re taking this video because our memories are not so good - we are but human -
so we don’t forget everything you said”
4.  “I’m going to show you a prototype - some things may appear odd or not
functioning: In this usability review, call this out when you see it and say what you
think should happen or what you expect to see or do - in fact if you could say aloud
what you are thinking and doing throughout”

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Need a focused task list
A list of tasks for user to complete

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Then set up your test lab tools
-  Either analog, pen and paper
, hand sketches to test with
-  Or if you have a laptop download and use
Silverback (
http://silverback.s3.amazonaws.com/
silverback2.zip - borrow a webcam…?)
-  Website printouts?

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Write your own test script
Design some question tasks that cause the user to…
•  Yield a measurable metric that measures the goal of the site
UX Measures - some examples
•  time on task
•  clicks taken to success/conversion
•  conversions
•  comparison of activity types: reading(what does this say) vs. way-finding (where am I?) vs.
(inter)acting (what am I meant to do here)
Techniques
•  Open questions – e.g. “what do you think? what do you see? what is your initial reaction?”
•  Set Tasks – e.g. “Starting at the homepage, can you find what one day at the conference costs?
Starting at the homepage, can you find what one day at the conference costs?”
Don’t Lead your test participants or suggest things
Aim To expose valuable insights into weak experiences of the website while watching out for skew

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UX Speed Dating Testing!!
…Each test: 2 mins/user
Actions
•  USERs: rotate between teams
•  MODERATORS: ensure test user is relaxed, takes them through the test,
ensures they keep on track
•  OBSERVERS don’t talk, observe. Record event and user behaviors
Aim to capture observations and insights…..ready for the next phase...
Don’t
•  Lead users. It can seem chaotic or tricky but make sure you keep on track but naturally
•  Try to stay away from drawing conclusions yet.

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Review: how’d we do?
Review
•  How far did we get? Round each group…
Did you answer your questions?
Did you learn anything new or unexpected?
Test design: How was your script? How was your technique?

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RCB: Rapid Coffee Break!
Workshop concludes after a break…meet back here in 5 minutes!

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In the break: do more!
Workshop concludes after the break…meet back here in 5/10 minutes!
IF you have time/inclination…..
Whilst you’re ‘in the Jungle‘
Perform tests on any conference attendees you come across!
Do watch out for skew/bias
Don’t ask leading questions!!
Aim Record more data/observations!

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Coffee time!
Workshop concludes after the break…meet back here in 5/10 minutes!

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Anyone new joined us??

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The story so far
Don’t!
•  listen to usability intelligence from my mum, your mum, your CEO,
your team member..
Do!
•  Open your mind - watch out for bias
•  Field studies: Get out of the office and be the naturalist!
•  Choose users carefully!
•  Include the whole team!
•  Observe carefully
•  Choose the right test method

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So. We’ve got results
What now??

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How to make this gathered
results useable and useful??
•  You can’t just do what users ask:
treat requests as symptoms
•  We start analysing data straight
away, naturally but…
•  Whuw there! Watch that bias!
•  And be prepared to change your conclusions as patterns are identified!

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How to make this gathered results
useable and useful
•  Typing up notes, transcribing audio, watching video back can be time consuming..
•  BUT offers the brain a useful time to analyse and take a step back…

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“Levrs!”
We’re searching for LEVERS… ...an action we can take to fix any problem…

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a little more weird science?

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Making sense: quantify!
Review questions for results: give a score out of 3…
Test Participant #1: Test Participant #2: Test Participant #3: Test Participant #4: Test Participant #5: Test Participant #6:
User Journey / Task / Question #1
AVERAGE / STATISTCAL TREATMENT
Handy Quantitative Converter Table

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Making sense
Review questions for results: next level give a score out of 10…
1
2
5
2
2

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Making sense
1
2
5
2
2
9
8
9
3
7

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Making sense
...maybe add tags (‘codes’) to
track common experiences
Tags / Codes
•  [e.g.]
•  [Enjoyed]
•  [Hated]
•  [Difficulty with
navigation]
•  [Uses keyboard]
•  [Uses mouse]
•  [etc]
•  [make your own]

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Making sense
Review questions for results: give a score out of 10…with codes/tags
7 – [enjoyed]
6 – [nav]
5 – [button]
2 – [had to
think]
2 – [nav]
9 – [enjoyed]
9 – [enjoyed]
8 – [enjoyed]
5 – [disliked
flow]
7 – [enjoyed]

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Now your turn: review data
Task very simply, re-read your results, score
Do watch out for skew/bias
Don’t base it on interpretation
Aim Score each task, perhaps [tag] them if you detect interesting
phenomena
Bonus! As you go, solutions/actions/levers naturally suggest themselves
5-10 minutes to analyse your results….

_
@hedshot
Review our review…
What have we discovered: what Levers has each team identified…

_
@hedshot
SO…. *DO*
Avoid skew and bias
•  Test with actual users - don’t test with your mum/CEO/company staff/etc
•  start out with clear aims
•  apply rigorous enough process
•  results in clear actions you can be confident in
Standardise your method so results – and the process - is repeatable
AND

_
@hedshot
- Agile On The Beach -
UX Research Workshop Awards!
1.  Category: Best 2016 Observation
2.  Category: Best 2016 Research Team

_
@hedshot
PROPs!
&
Thank
yous
My Mum
Orange bus
seniorgif.com
Team unicorn
Dark parodies
Umbrella corporation
Memegenerator.net
Carter reid
Bodies in the crawlspace
Hollywood
Meme Center
destroyer.tumbler.com
Someecards
SHIELD
Star Trek
Elvis.ro
Gliphy
Gifsoup.com
The department of homeland security
Lolcats everywhere
Random Kittens
Ghosthunters
The Muppets
icanhascheeseburger.com
soundbible.com
Marvel
Blink
++ anyone else I forgot!!
Disney
Sony Playstation
The NY transit auth.
The Wachowskis
Jeff Gothelf
Jon Innes
Thoughtworks
Manalo Blahnik
Jaguar
Disney
Bentley
Ryan Gosling
Clint Eastwood
You
Nyan cat
Indiana jones
The Queen
Etc…

_
@hedshot
Thanks for listening!
MemberVideo Council Whitelisted
mike@unrulygroup.com
@hedshot

Sorry, Your Mum Is Not a Valid Test Participant

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