Sarah Boden Festival of NewMR 2017

UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty

Festival of #NewMR 2017

UXResearch

SarahBodenQantasLoyalty

28February2017

andtheposi?ves

andchallengesofgoingdigital



WhatisUXdesign?

•  Userexperience(UX)designistheprocessofenhancingtheuserexperienceofaproduct,website,orapplica1onbyimprovingtheusability,accessibility,andpleasureprovidedintheinterac1onwiththeproduct

•  UXdesignrelatestodesigningen1renewdigitalproductsorrefiningexis1ngproducts

•  UXdesignisnotnecessarilylimitedtodesigningdigitalexperiences-butthisismostcommon



HowisitdifferenttoMR?

•  UXresearchisbasedonobservingbehaviouraswellasac1vitybaseddiscussion

–  Observinghowausercompletesataskduringusabilitytes1ng

–  Observinghowanofficeworkergoesabouttheirwork

•  Workinanagileenvironment-workisarrangedinto2weeksprints

•  Prac1cealeanapproachtoUX–lessfocusondocumenta1onmorefocusoncrea1ngtherightdesign



UXprocess–newwebsitedesign

Design workshops

(per feature)

Detailed design &

prototyping

User research (round 2)

Update design

Backgroundresearch

Finalise,tweak&implement

designs

Measureexperience

Con1nuousimprovement

User research (round 1)

Refine design

Clarifyobjec1ves



4typesofUXresearch

•  Usabilitytes1ng(metricsbased)–tradi1onallymoderatedlabbasedtes1ng

•  Itera1vedesign-usertes1ng–tradi1onallyguerrillates1ng

•  Upfrontresearch–typicallydoneviauserworkshops,contextualenquiriesandsurveys

•  Concepttes1ng–typicallydonebycrea1ngaprototypethatbringstoconcepttolifeandgaugingusersreac1onstotheconcept



It’sallaboutdigital–butit’slessdigital

•  Tradi1onallyUXresearchhasbeenprimarilyqualita1veandconductedinalaborviaguerrillates1ng

•  Meanwhilemarketresearchsurveyshavebeenconducteddigitallyforyears

•  UXresearchhastoafarlesserextentu1liseddigitalmethodsforfieldwork–whichisquiteironicgiventhatitisallaboutdevelopingisdigitalproducts



UXresearchgoingdigital

•  Tosupportourleanwayofworking–UXresearchatQantasLoyaltyisalmost100%digital

•  Twoprimarymethods/tools:

–  Onlinemoderatedusertes1ng(qualita1ve)

–  Onlineunmoderatedusertes1ng(quan1ta1ve)



Onlinemoderatedusertes?ng

•  Qualita1ve

•  Involvesatwo-wayconversa1onsimilartoSkypebutwiththeusercomple1ngtasksviaaprototype

•  Providesvideorecordingoftheen1resession

•  Goodforitera1vedesigntes1ng

•  Primarilyreplacesguerrillates1ng(andinpersonscheduledusertes1ng)



Onlinemoderated-Posi?ves

•  More1meeffec1ve–quickertoorganizeandrun

•  Userandmoderatordon’tneedtotravel

•  Closertoreality–userisintheirownenvironmentontheirowndevice

•  Muchcheaper-noroomhire,incen1vescanbemuchlower,andlessmoderated1meneeded

•  Canaddressallrelevantusers–notjustthoseavailableinthelocalvicinity



Onlinemoderated-Challenges

•  Technologyrequiresdecentbroadbandconnec1on–leadstotechissues

•  Higherqualityprototypesneededtoadjusttotheusersdeviceandscreensize(althoughnotahighasforunmoderatedtes1ng)

•  Don’tquitegetthesamelevelofviewingtheusercomple1ngthetasksasin-persontes1ng-whileyoucanseetheusersface,screenandheartheirvoice–youcan’taseasilyobserveanyotherbodylanguage



Onlineunmoderatedusertes?ng

•  Quan1ta1ve

•  Involvesuserscomple1ngtaskbasedques1onsviaaprototype

•  Providesmetricsandvideorecordingoftheusercomple1ngtasks(screen,voice,andfacerecording)

•  Canbeusedtotestconcepts,conductmetricbasedusabilitytes1ng,andforitera1vedesigntes1ngespeciallywhendecidingbetweendifferentdesignsop1ons

•  Primarilydoneinsteadoflabbasedusabilityandconcepttes1ng



Onlineunmoderated-Posi?ves•  Fastturnaround-canturnaroundin24hours

•  Largersamplesizes–morerobustresults

•  Elimina1onofmoderatorbias

•  Abilitytogethardsta1s1cs

•  Abilitytogatherothermetrics–easeofuseandsa1sfac1onmeasures

•  S1llgetqualita1vefeedbacktodiagnosecauseofissues-viavideofootage

•  Userusersowndevice–thereforenotconstrainedbythetechnology

•  Itismorenatural–notinalab/contrivedenvironment

•  Less1mecommitmentbyeachuser–theydon’tneedtotravelanywhere

•  Canincludeusersfromacrossthecountry–notjustlocatedinthenearvicinity

YourPhoto



Onlineunmoderated-Challenges

•  Needtobuildhigherqualityprototypes

–  tocatertothewidevarietyofdevicesandscreensizesused

–  Andbecausethereisnomoderatedtogettheuserunstuck

•  Thismeansmore1meandmoneyisspentonbuildingandtes1ngtheprototypesaresuitableandworkacrossdevices/screensizes



ThankYou!

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Sarah Boden Festival of NewMR 2017

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