Remote Usability Testing Benefits for Agencies
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Jason Bell from Havas looks at how agencies can use user testing to add value to clients.
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Remote Usability Testing Benefits for Agencies
- 1. 24 February 2015 User Experience Testing and Havas
- 2. Context Vital part of a wider UX toolkit Working with whatusersdo since 2013 Over 30 hours of footage Over 100 usability testing videos c.10 clients and prospects across many sectors
- 4. Where we use it in the agency cycle Discovery & Onboarding Strategy Asset Development Optimisation & Improvement New Business Planning Pitch
- 5. Part of a wider UX toolkit − Heat mapping − Benchmarking − Analytics behaviour − Discount usability testing − Lab-based usability testing − Card sorting − Social media analysis − Desktop critique − Predictive analysis − Persona development
- 6. Where remote-based usability testing really works hard, wins clients and improves our offering …
- 9. 10 benefits to us as an agency…
- 10. Benefits 1. “Hunches” verified by the target audience 1. Helps ensure the experience helps people make the right decision 1. Quick 1. Unlocks sales opportunity (by implementing the recommendations) 1. Sets you apart at pitches and prospects love it 1. Allows you to gain primary insight on new devices 2. Priories and categorise IAbased on what users want 1. Ensure you make key CTAs obvious by lessening required thought 1. Gives clarity on how the everyday person actually consumes and navigates content. Not how we think they do. 1. Reduces a lot of the heavy lifting associated with UX testing: − Participant recruitment − Auditing and prioritising issues − Report writing
- 12. Quite often it’s the little things that make the big difference and the improvements are quite surgical…
- 16. Surgical ? ?
- 17. Surgical
- 18. Strategic insight into human behaviour Search Share See Solve BelieveDiscover Learn Goal Exposure Behaviour Experience Outcome Howdotheyfirst encounterthe brand? Whatbehaviour doesittrigger? Howdowehelp themconvince themselves? Whatactiondo theytake? Goal directed Self Discovery Exploratory
- 19. THX : ) Jason Bell Head of Digital Strategy Email: jason.bell@havaspeople.com We inspire lasting brand relationships
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