1. June 2016 Making Design Decisions Using Formative Research Lee Cooper, Stefano Serafinelli & Greg Steeves

2. UserZoom Seminar June 2016 2 We Know UX Professional Services Team We’re an experienced team focused on helping our customers turn their ideas into successful research projects. Lee has a PhD in Interactive Systems Design from Birmingham University. He has over 15 years of industrial experience including roles as Senior Design Manager at Nokia and Senior Researcher at Google. Lee Cooper Director of UX Research Solutions – EMEA Stefano Serafinelli UX Research Lead – Madrid Stefano specializes in User Research, with a strong background in Interaction Design. He is a member of the Google Developer UX/UI Expert community. Greg Steeves UX Research Lead – London Greg has been researching consumer products and services for over 13 years with companies like Nokia and Microsoft. At UserZoom he leads the UK research team.

3. UserZoom Seminar June 2016 3 Background

4. UserZoom Seminar June 2016 4 Summative Research Focused on more complete experiences and often involves judging the design against quantitative metrics or competitive products. Efficiency Metrics Effectiveness Metrics Demographic 400 Sample Size 59% Male 41% Female 47% 18-36 53% 36+ Company W Company X Company Y Company Z Ease of Use AVERAGE 6/7 Company W 5/7 Company X 3/7 Company Y 3/7 Company Z Net Promoter Score 90 98 76 22 Company W 22 4322 Detractors Neutrals Promoters 22 43 22 Detractors Neutrals Promoters 22 4322 Detractors Neutrals Promoters 22 4322 Detractors Neutrals Promoters Company X Company Y Company Z Company W Strengths & Weaknesses The design is very modern. The layout and colours are really nice. There’s lots of functions. Too complicated. Unnecessarily cluttered and complicated. It wasn’t very clear where to get the product I wanted. Not easy to use. Company W Brand Perception Satisfaction Metrics: SUS Grades Company WCompany XCompany YCompany Z Simple Fair Transparent Useful Expensive A-BCD 25% Company W 25% Company X 25% Company Y 25% Company Z

5. UserZoom Seminar June 2016 5 Formative Research Concerned with guiding the development of a user experience during early stages of the design process.

6. UserZoom Seminar June 2016 6 Misconception “At some point practitioners began associating quantitative metrics with summative evaluations and use these terms interchangeably.” Jeff Sauro *2010. Are The Terms Formative And Summative Helpful Or Harmful?. [ONLINE] Available at: http://www.measuringu.com/blog/formative-summative.php. [Accessed 14 June 2016].

7. UserZoom Seminar June 2016 7 Questions

8. UserZoom Seminar June 2016 8 Questions An analysis of the projects conducted in by the London-based Professional Services team reveals the most popular formative research questions… Do people understand where they need to go? Do people understand what things mean?

9. UserZoom Seminar June 2016 9 Studies

10. UserZoom Seminar June 2016 10 Do people understand where they need to go? Click Testing evaluates first clicks on your wireframes or website screenshots. Tree Testing evaluates the findability, labelling and organization of a site’s structure.

11. UserZoom Seminar June 2016 11 Click Testing & Tree Testing Data As does Tree Testing…. Click Testing also yields less visually captivating Success metrics.

12. UserZoom Seminar June 2016 12 Click Testing & Tree Testing Data And even less visually captivating Confidence/Perceived ease of use metrics…

13. UserZoom Seminar June 2016 13 Four-Block Diagram The diagram combines Success and Confidence/Perceived ease of use metrics. Deceptive DifficultDisaster Confidence Success 0% 100% 1 – Not at all confident 7 – Extremely confident Task 1 Task 3 Task 8 Task 7 Task 6 Task 2 Task 4 Task 5

14. UserZoom Seminar June 2016 14 Do people understand what things mean? Surveys allow you to better understand your customer’s attitudes, feelings, concerns, and understanding.

15. UserZoom Seminar June 2016 15 Survey Data Surveys yield even less visually captivating Comprehension metrics.

16. UserZoom Seminar June 2016 16 Conclusion

17. UserZoom Seminar June 2016 17 Conclusion We aim to complete a formative study within 5 working days. Interactive prototypes not necessary. Less expensive than typical lab- based studies. Concentrated studies that can be geographically dispersed. Despite being formative, there is an emphasis on cold hard quantitative metrics… Fast & Cost EffectiveIn The WildData Driven

18. UserZoom Seminar June 2016 18 Conclusion Agile Five by Five Testing Whether you’re replatforming or launching a new website iterative testing between sprints is essential to the agile process. This solution provides you with a cost effective quantitative and qualitative testing approach fully managed and working collaboratively within your timescales. 5 STUDIES 5 Lean Deliverables, 500 Participants, 5 billable days per study £25,000 + VAT (£5,000 per study)

19. UserZoom Seminar June 2016 19 Thank You If you have any questions regarding UserZoom’s services please contact: Lee Cooper Head of UX Research +44 (0) 20 3567 0721 lcooper@userzoom.com