Location is Irrelevant for Usability Studies Jakob Nielsen's Alertbox, April 30, 2007

Product Testing Testing site doesn’t matter Testing site doesn’t matter It is a waist of money to perform Usability test in more than once city per country. It is a waist of money to perform Usability test in more than once city per country.

Behavior vs. Opinion Usability Study Usability Study –We test behavior with a defined artifact –People usually react to a set of interaction design options, people usually interpret the screen elements the same, no matter where they live. Market Study Market Study –They study Opinion on products

Why One Location is Enough Less cost then traveling from city to city Less cost then traveling from city to city Findings will be the same in each area Findings will be the same in each area Should test where you are based Should test where you are based –it's much easier for other members of the design and development team to observe the test

When to Test Elsewhere If you company residues in a company town. –A company town is when a single industry dominates an area. –Don’t test in your company town.

Who to Study You want to Study the average User You want to Study the average User You should screen out anybody working in usability, Internet marketing, interface design, graphic design, or programming. You should screen out anybody working in usability, Internet marketing, interface design, graphic design, or programming. –These People wont stray within the role of a normal user Don’t recruit people from an area that has a high interest in your subject. They might know too much Don’t recruit people from an area that has a high interest in your subject. They might know too much

Where to Test International Company should test a city in the major countries of target. International Company should test a city in the major countries of target. Intranet Intranet –Test at corporate Headquarters –Test in the field or a branch location Test based on product Test based on product –You wouldn’t test a site for snow plows in Florida –You wouldn’t test a site for tourism in the city it is promoting

Summary You get the same insights regardless of where you conduct user testing, so there's no reason to test in multiple cities. When a city is dominated by your own industry, however, you should definitely test elsewhere. You get the same insights regardless of where you conduct user testing, so there's no reason to test in multiple cities. When a city is dominated by your own industry, however, you should definitely test elsewhere.

Personal Implication Personal Web site Personal Web site –Testers Classmates Classmates Family and Friend Family and Friend –Where In there own Homes In there own Homes

Additional Info 3 Min. - Examples of Usability Testing and common Web Site Problems 3 Min. - Examples of Usability Testing and common Web Site Problems 3 Min. - Examples of Usability Testing and common Web Site Problems 3 Min. - Examples of Usability Testing and common Web Site Problems