Project
A guide to user insights
SKL’s web team ran usability tests, but often ad hoc, spending a lot of time working out how. They asked me for a simple manual or checklist to get started quickly. I created a guide to user insights, built as a website: a reference for choosing the right way to gather information for design decisions, hypotheses and evaluations, which could be shared with everyone running digital initiatives in the organization.
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- Methods sorted by the time you have: a day, a week, a month, more than a month – or ongoing.
- Organization: being prepared for testing, recruiting and compensating participants, planning, “test your test”, and a short section on GDPR.
- What to test – links and teasers, menus, content, forms, search – and why: satisfaction, understanding, risk assessment, conversion and the user’s own goals.
- Qualitative studies (remote, when the user comes to you, on site with the user) and quantitative ones (A/B tests, five-second tests, surveys).
- From information to insight: documenting, reporting, sharing and using the results – and saving them for the next round.
- Concrete examples and step-by-step descriptions, with advice for when time is short. A first presentation with feedback in December 2019 and a final presentation in January 2020.
- A website rather than a PDF, so the guide was easy to share and updates benefited everyone.
Skills
