Get Deep Insights with Only 5 Users: UX Crash Course - Dr. Catherine Lada, Lada Consulting
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The document outlines a UX crash course taught by Dr. Catherine Lada, focusing on how to gain user insights through methods like the think-aloud protocol and usability interviews. It discusses the importance of understanding user needs to improve website engagement and reduce bounce rates, using a case study of a website revamp for the American Animal Hospital Association. Key insights include the necessity for clear information architecture, user-friendly design, and addressing unspoken user questions to enhance the overall user experience.
![What to record
20
Task User
Establish
ed or YP?
Comple
ted
Task?
Notes
Were issues
Minor or
Major?
Time to
Complet
ion
Task
Satisfactio
n
How [condition] affects water
workers
L.
Smith
Establish
ed Y
Hard to find stuff on the site. Start at
News. Look for [topic]. Nothing there.
Search button. Finds fact sheet –
[association] experts on [topic]. Trying
every link they find. 404 error. Not
unusual for association. Minor 2:36Satisfied
Price for [publication]
L.
Smith
Establish
ed Y
Publications & news. Checked quick links.
Go to Shop. Login. Search publication.
94.99. N/A 1:13Satisfied
Register for CE
L.
Smith
Establish
ed N
Couldn't find a webcast she wanted to
register for. Was on [association
microsite] couldn’t get back (didn't see
wasn't on the main site). Uses filter for
"last 90 days" even though we are in
March. She wanted to find a webcast but
didn't see any coming up. Checked a
conference but it still says pending CE,
she won't register for it unless it offers
CE. Major 5:34
Very
Unsatisfied](https://image.slidesharecdn.com/9-230722065033-b48783d8/85/Get-Deep-Insights-with-Only-5-Users-UX-Crash-Course-Dr-Catherine-Lada-Lada-Consulting-20-320.jpg)
Get Deep Insights with Only 5 Users: UX Crash Course - Dr. Catherine Lada, Lada Consulting
- 1. MASTER CLASS WASHINGTON D.C. ~ JULY 6 - 7, 2023 DIGIMARCONWASHINGTONDC.COM | #DigiMarConWashingtonDC Dr. Catherine Lada PRESIDENT LADA CONSULTING Get Deep Insights with Only 5 Users: UX Crash Course
- 2. Get Deep Insights with only 5 Users: A UX Crash Course Catherine A. Lada, D.Sc., CAE
- 3. Agenda I. Introduction II. Why do we need user insights? III. How do we get user insights? IV. What is the think-aloud protocol? V. How can you set up your own usability interviews? VI. Summary 3
- 4. Introduction Certified Association Executive Doctor of Science in Information Systems and Communications Marketer for nearly 20 years Adjunct professor for the graduate program in marketing at West Virginia University 4
- 5. Primary goal: annual revenue growth Your website is your brand – is it dry and unappealing? Or engaging and welcoming? Do people find what they’re looking for?
- 6. Think-aloud protocol In a thinking aloud test, you ask test participants to use the system while continuously thinking out loud — that is, simply verbalizing their thoughts as they move through the user interface.
- 8. We are goal-oriented beings AAHA interview.mp4
- 9. Insights
- 10. Insights 1. Brand promise is unclear – no idea if need to be accredited to join. 2. It’s too difficult to find answers about accreditation on the website. 3. Users have unspoken (usually) questions they are trying to answer – your site needs to literally speak their language. 4. The member benefits guide is not user-friendly. (scrolling, color) 5. It’s not clear what the member benefits are soon enough. 6. It’s not clear how many standards there are. 7. Users can’t even see a preview to know what the standards are. 8. You will have to continually prompt them to talk during the interview.
- 11. https://www.aaha.org/membership/about-membership/ Before Combined accreditation and membership section with no clear journey path, resulting in high bounce rates, a lack of conversions, and misperceptions about the differences between membership and accreditation. After After reviewing the data and conducting usability interviews with members, I drafted a new information architecture separating membership and accreditation and creating a clear path from an introduction to joining. Bounce rates have dropped, but the data is not in yet for conversions.
- 12. The new accreditation menu
- 13. New content page New page The old website didn’t have a page devoted to membership – only one devoted to accreditation (which is only one of three types of membership). The new pages have a member value proposition and make it clear that there are three types of membership, how much each costs, and what benefits are accessible. Most pages also have multi- media storytelling elements such as this video on why to join as an accredited practice. A plan is in place to create storytelling elements on every page.
- 14. Where to get the questions? Sales Team Common questions asked during sales process Marketing FAQs on the website Brand questions Analytics High bounce rates Top content Content that should be top but isn’t Focus Groups Small groups talk about using the website – why, when, how often, satisfaction Surveys Popup survey on the website – why are you here? Find what you’re looking for? How satisfied are you? 1 2 3 4 5
- 15. Recruiting participants “Regular” users No super-users No board members No staff or volunteers Representative sample Incentivize $25 company or Amazon gift card Keep the invitation simple Convenient times Early AM and evenings Keep it brief – 30 minutes
- 16. Welcome the participant Welcome the user and thank them. Introduce yourself and your role as it relates to the company/association. Ask if it is ok to record the session so that your colleagues can also view the sessions, for research purposes. Hit record (I’ve never had someone refuse). Show them a short video clip that demonstrates the think-aloud protocol: https://www.youtube.com/watch?v=YwcggHAbnNg
- 17. Orient the user to the exercise Tell them something like “You’re going to complete several tasks in the allotted 30 minutes and I am going to record, observe, and take notes about how you’re feeling and the types of thoughts you’re verbalizing. I’m not an expert on the site or its content so I cannot provide advice or guidance – but that’s ok. In the real world, you’d be on your own, too!”
- 18. No right or wrong Emphasize: “there is no right or wrong here – we’re NOT testing YOUR ability, we’re testing the ability of the WEBSITE to get users like you to where they need to go to answer their questions.”
- 19. Constantly prompt them to think aloud – you’ll likely have to give an example and likely have to repeat this – a lot!
- 20. What to record 20 Task User Establish ed or YP? Comple ted Task? Notes Were issues Minor or Major? Time to Complet ion Task Satisfactio n How [condition] affects water workers L. Smith Establish ed Y Hard to find stuff on the site. Start at News. Look for [topic]. Nothing there. Search button. Finds fact sheet – [association] experts on [topic]. Trying every link they find. 404 error. Not unusual for association. Minor 2:36Satisfied Price for [publication] L. Smith Establish ed Y Publications & news. Checked quick links. Go to Shop. Login. Search publication. 94.99. N/A 1:13Satisfied Register for CE L. Smith Establish ed N Couldn't find a webcast she wanted to register for. Was on [association microsite] couldn’t get back (didn't see wasn't on the main site). Uses filter for "last 90 days" even though we are in March. She wanted to find a webcast but didn't see any coming up. Checked a conference but it still says pending CE, she won't register for it unless it offers CE. Major 5:34 Very Unsatisfied
- 21. Data Analysis How satisfied were they? Is there a pattern across users on particular parts of the site? Did they complete the task? How long did it take? (1-3 minutes is the goal) Sentiment Task Completion Record significant thoughts “I thought this was odd” “I thought that button was the bottom of the page, I didn’t realize there was more.” “I thought the membership page would have the dues on it.” “I use the site search, not the menus.” Verbatims
- 22. Thank you Cathy Lada, D.Sc., CAE President, Lada Consulting cathy@cathylada.com www.CathyLada.com Download a free UX guide and these slides: https://cathylada.com/digimarcon-resources