User Testing Tactics for Startups - the "how to" you usually have to learn the hard way. Cindy Alvarez - http://www.cindyalvarez.com

1. User Testing:
The Gory Tactical Details
Cindy Alvarez
The Experience is the Product -
http://www.cindyalvarez.com
Copyright 2009 Cindy Alvarez

2. What We’ll Cover
• Why In-Person User Testing?
• Methodology
• Setting Up
• Running the Test
• Followup
Copyright 2009 Cindy Alvarez

3. My Background
• 10 years running product design and
product management for startups of
various sizes
• Designed/managed products used by
millions on sites like Bank of America,
American Express, AOL, PCWorld, US
News, Sega.com
• Average yearly user testing budget:
$3,000
Copyright 2009 Cindy Alvarez

4. What You Can Learn For $700
• How do people complete this task?
• How well do they understand what
they’re doing?
• What issues are hidden by successful
completion rates?
• What would they not even dream of
asking for?
Copyright 2009 Cindy Alvarez

5. Why Not Online Testing?
Body Language
Tangents
Errors
Copyright 2009 Cindy Alvarez

6. When Should I Test? Now.
• Test as soon as you’ve identified your
2-3 core use cases
• Users don’t know your product isn’t
complete
• You only need the minimum pages to
get through workflow
- Paper, BalsamIQ, HTML
- Think static, minimal, not all links
need to work
Copyright 2009 Cindy Alvarez

7. 2 Core Use Cases + ...
New product concept Splash screen
Registration > 1 screen
Entire first user
Registration requires signup
personal/financial info experience
Distribution relies on
social/viral Invite/share
Validating minimum Navigation
viable feature set menus
Copyright 2009 Cindy Alvarez

8. Minimize Effort
• Existing market? Use a competitor site
• Borrow HTML forms from other sites
• Use screenshots for non-interactive
parts of page
Copyright 2009 Cindy Alvarez

9. Methodology
• 2-3 task-based use cases
• 7-8 users
• 45 minutes
• Moderator + note-taker (or video)
• $50-75 (Amazon GCs are easy)
Copyright 2009 Cindy Alvarez

10. Finding People
• Craig’s List “gigs” section
• 1-2 weekdays in advance
• Provide a non-anon email address and
voicemail
• Ask for qualifiers (profession and city
are good)
• Plan for 10-15% “flake rate”
• Allow extra time after 1st tester
Copyright 2009 Cindy Alvarez

11. Advance Prep
• “Standard” computer setup in private
room or isolated area
• Test any recording equipment/software
• Provide dummy “personal” info, credit
card #s
• Make templates for note-taking so it’s
easier to line up feedback later
Copyright 2009 Cindy Alvarez

12. Moderator Intro
• Act like a third party
• Encourage “thinking out loud”
• Explain upfront that this is NOT a
working product, some things may not
work
Copyright 2009 Cindy Alvarez

13. Example Test
Copyright 2009 Cindy Alvarez

14. QUESTIONS:
• What do you think
this product will do
for you?
• Would you be likely
to continue on?
• Why?
TIP: Include dummy footer
to pass basic “credibility
gut-check”
Copyright 2009 Cindy Alvarez

15. “I Just Wouldn’t Use This”
• Not understood or not useful?
• Substitute?
• Specific concern?
• Do they use any sites/products in this
category?
• “Well, let’s pretend that you
were curious about it and
finish the tasks.”
Copyright 2009 Cindy Alvarez

16. TIP: Don’t skip any steps,
even if they seem
obvious.
You don’t need to ask
questions if none seem
appropriate.
Copyright 2009 Cindy Alvarez

17. QUESTIONS:
• What do you think
“Connect Your
Networks” means?
• Have you seen
something like this
before?
• What would you do
next?
Copyright 2009 Cindy Alvarez

18. “I Have No Idea What to Do Next”
• Does anything stand out?
• What would you do in “real life”?
• Acknowledge frustration
• 3 Strikes, then “Actually,
you’d click here.” How could
that be clearer?
Copyright 2009 Cindy Alvarez

19. TIP: When there is hard-
coded “personal”
information, ask them to
pretend it is theirs.
QUESTIONS:
• Has anything so far
surprised you?
Copyright 2009 Cindy Alvarez

20. QUESTIONS:
• Is this the type of
information you
were expecting to
see?
• What would you do
next?
TIP: Don’t stop users from
clicking on “dead” links -
find out why they were
more interesting, then hit
the Back button.
Copyright 2009 Cindy Alvarez

21. QUESTIONS:
• What can you do on
this page?
• Why do you think the
blue box is asking
you to enter more
information?
• What do you expect
to happen if you
were to click one of
the links in “In the
News?”
Copyright 2009 Cindy Alvarez

22. “I Don’t Like this Color”
• Legible?
• Credible?
• “I don’t think these are the
final colors and graphics.
Let’s focus on the task you’re
trying to complete.”
Copyright 2009 Cindy Alvarez

23. QUESTIONS:
• What can you do on
this page?
• Why do you think the
blue box is asking
you to enter more
information?
• What do you expect
to happen if you
were to click one of
the links in “In the
News?”
Copyright 2009 Cindy Alvarez

24. TIP: It’s OK to hack things
like links to other sites,
applications, etc.
Copyright 2009 Cindy Alvarez

25. QUESTIONS:
• Would having this
information make it
easier for you to
write an email to
this contact?
Copyright 2009 Cindy Alvarez

26. QUESTIONS:
• Is this what you
expected to see
when you clicked
“Compose Email”?
• If you had been on
your own, how likely
would you have been
to go through this
whole process?
Copyright 2009 Cindy Alvarez

27. Moderator Wrap-up
• Ask for any additional feedback/
comments
• Thank the user for their time
• Ask for future participation
Copyright 2009 Cindy Alvarez

28. Followup
• Share results internally ASAP
• Prioritize issues that need fixing
• Look for patterns in freeform user
comments
• Share results with testers who agreed to
participate in future
Copyright 2009 Cindy Alvarez

29. Questions?
Send them to: cindy@cindyalvarez.com
Sample templates for Moderator Script,
Notetaking, and Craig’s List Ad available at
http://www.cindyalvarez.com/resources/
UserTestingTactics.zip
Copyright 2009 Cindy Alvarez