User Interface Prototype Nr.1

First iteration of UI – graphical prototype made in Invision.

Tasks we focused on:

  • Overview of the usability (Dashboard with usability rate, main chart and critical usability issues)
  • Detailed view of Usability Indicator Data
  • List page of Usability Issues and Recommended Fixes
  • Knowledge Base with examples

During paper prototype tests few valuable insights were found. We addressed some of them:

  • Terminology used in UI (Like, renaming “Usability Tips” as “Issues and Fixes”)
  • Easier to find “Read more”, “View Details” buttons
  • Emphasis on explaining meaning of each Usability Indicator and data set
  • Avoiding usage of “placeholders” or irrelevant functionality in prototypes

See full list of paper prototype test notes here. Other comments might be included in next iterations of the prototype.

Testing the Paper Prototypes – Results

2015-03-13 14.49.33 2015-03-12 19.18.57 2015-03-13 15.22.57 2015-03-13 15.22.30 2015-03-13 15.21.18 2015-03-13 15.20.47 2015-03-13 15.19.07

In the prototype testing session we had four participants in our study, and one participant was related to e-commerce business. This is the list of “meta-issues” that appeared during the testing:

  • we didn’t have paper prototype elements for some sections, so when participants wanted to navigate to some “unplanned” section, we simply didn’t have any mock-ups for that
  • terminology of concepts in testing tasks differed from terminology/vocabulary in the paper prototype, which brought some misunderstanding and confusion during a testing
  • we included some abstract spreadsheets and other graphics/charts that didn’t have any particular data behind it, which we added for a ‘design concept’, but which proved to be confusing for participants for general understanding of the service

Continue reading

Problem Interview

First, we shortlisted three assumptions (see long list here):

Problem hypothesis: We believe people like UX designers, product managers and marketing specialists have a need for the service that can interpret usability metrics in easy way. We will know we have validated this when we see that  our user types will confirm that they recognize this problem.

Solution hypothesis: We believe that people like UX designers, product managers and marketing specialists will solve usability indication problems by getting  usability rate, dashboard and suggestions about how user can improve his/her website’s usability. We will know we have validated this when we see that at least 3 usability problems detected by our service will be recognized as realistic.

Implementation hypothesis: We believe can provide solution by using google analytics data and external data sources. We will know we have validated this when we see at least 5 usability indicators working well and at least one chart generated using GA data.

To test our assumptions related to problem space, we conducted 9 problem interviews. Find interview outline here.

Based on our business model canvas we chose to validate 3 problems that our early adopter user types could have :

1. Bad usability affects business KPIs
2. Hiring UX professionals is expensive
3. It is difficult to manage different data sources and interpret data to get information about usability

We interviewed participants with different backgrounds:  marketing, UI/UX design, development, customer service and project management. Continue reading

Scenario 3: Using UX metrics to improve marketing strategy of the company and boosting sales.

Gleb is responsible for marketing department of the recently set up company selling electronics. He and his subordinates planned marketing strategy thoroughly including social media marketing campaign, online advertising and introducing to their customers the system of discounts and bonuses. The goods are of high quality and the price is competitive but still the revenue of the company is not satisfying due to low level of consumers’ demand. Continue reading

Scenario 2: Analyzing usability problems – guiding a design process

Kristi is a product manager. She is responsible for managing a website, so her task is to compose a design brief and plan designers’ work.

Kristi has been using for one month already. She checks a total usability rating at this month – 61 points out of 100. One month ago the rating was 54 points, so the team has been successful at improving the score. Now, her goal is to identify current, most critical usability problems, to improve the score even further. Continue reading

Scenario 1: Adding usability metrics to e-commerce KPI dashboard

Problem scenario

Matthew is Chief Operating Officer at company that sells sound equipment online.
One of Matthews’ responsibilities is to overview ecommerce KPIs (metrics like order size, sales, conversion rates, shopping cart abandonment rate etc.) and deliver monthly reports to the board meetings. Particular metrics are collected from a number of resources like Google Analytics, Kiss Metrics (the person-based analytics platform), as well as from payment platform, company’s data base and help-desk services. Continue reading