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After reviewing the proposed Usability Test Plan in the previous step, did you find anything off? In this video, we'll discuss how we can improve our existing plan.
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I hope you've now had the chance to
review the proposed usability test plan.
0:00
Did you find anything off?
0:04
I really hope so.
0:06
Let's look together and discuss what
works and what should be improved.
0:08
Here is our usability test plan for
amazon.com.
0:13
Let's scroll down and
begin a review with the objective section.
0:16
This sections leads with initial discovery
that led to the need for more research,
0:20
and then clearly states
the fundamental why question.
0:25
This works.
0:28
No major changes needed.
0:29
Now, onto the scope.
0:31
Do you see anything wrong here?
0:34
I definitely do.
0:35
It's much too broad.
0:37
Since the objective clearly states needing
to understand the AC purchase flow,
0:39
the scope should be kept to AC units.
0:43
Unless there's a particular reason
to include other products, but
0:45
there really isn't one here.
0:49
So let's give this section another try.
0:51
First I'm gonna delete what's here.
0:53
And I'm gonna copy paste
an alternative version from
0:57
offscreen just to save
us a little bit of time.
1:01
Okay, let's review what we have here.
1:05
The study will cover the air-conditioner
purchase flow starting from
1:08
browsing options on amazon.com
to making the final purchase.
1:12
The purchase will be considered complete
once the participant is ready to
1:15
click the Place your order button.
1:19
That way no charges
are incurred on their account.
1:21
Participants may bring up
other sites in the process,
1:23
if that is something that
they would normally do.
1:26
That last sentence there?
1:29
That allows us to see what is
pulling potential Amazon.com
1:31
customers to other places.
1:36
Now let's add one more thing.
1:38
Okay, they may log into
their Amazon's accounts, but
1:53
creating an account will not
be covered in this study.
1:56
It is important to clearly state what is
excluded from a study if it is not already
2:00
obvious, and that is what we've done here.
2:05
We've now reviewed the foundation
to our research plan.
2:07
On to the specific research questions.
2:10
The first few questions start strong,
2:13
however number four Is
a little misleading.
2:16
Knowing the intent of those
coming to Amazon.com and
2:19
looking at AC units is important and
relevant.
2:22
The thing is, anyone taking part in
this study would be looking at ac units,
2:25
because we invited them and
asked them to do this.
2:29
So their intent here is simply
to follow our instructions.
2:32
To answer the question on intent
of visiting AC pages on Amazon,
2:36
I would recommend that a separate survey
is used on the live website with those who
2:39
have visited Amazon naturally and
of their own will.
2:44
So let's delete number
four from this list.
2:47
If we were reviewing these questions
with our teammates at Amazon,
2:51
it's quite possible this list would grow
to include some probing questions about
2:55
specific features that are intended
to help shoppers complete a purchase.
3:00
I should mention now that it's critical
that you involve your cross-functional
3:04
peers in reviewing and
growing your list of research questions.
3:09
It will improve the quality usefulness
of a usability study to include
3:13
the questions of others deeply
familiar with this area.
3:17
Your colleagues will also be much
more invested in the study and
3:21
its outcome if they feel they were
part of the study's creation.
3:25
Okay, I'll now add a few
questions about specific
3:29
features that may determine if
someone will complete the AC purchase.
3:33
Again, I'll copy these from offscreen
just to save us a little bit of time.
3:37
Okay, here they are.
3:45
It would also be helpful to include a
general question about the perceived ease
3:47
of the flow itself.
3:52
So I'll type that in.
3:53
>> What is the participant's impression
of how easy it is to purchase an AC from
4:08
Amazon.com?
4:13
And finally, let's see if we can get
some information about the competition.
4:14
I'll add that question now.
4:18
What are examples of other websites
that customers think are better for
4:33
AC purchases?
4:37
And why are they better?
4:37
Now, let's discuss scenarios.
4:40
These are the hypothetical stories that
we'll create for our participants so that
4:43
they're able to focus on the task in a way
that is closer to the natural behavior.
4:48
Each of these is created with
the study goals in mind.
4:53
The first scenario here is realistic.
4:57
I can definitely imagine someone shopping
for their home needs in amazon.com.
5:00
Perhaps towels or dish rack or
even maybe a barbecue grill.
5:05
The problem with this scenario
is that it can lead anywhere and
5:09
not even begin to touch in our stated
objective of focusing on AC purchases.
5:13
So let's narrow this down a little.
5:18
Here we go.
5:22
Use amazon.com to find an AC unit that you
5:24
would be interested in purchasing.
5:30
Great, that's much better.
5:35
Now the participant has some direction and
5:38
will be able to focus on
what's relevant to the study.
5:40
The next couple of scenarios explore
other approaches to AC units and
5:43
can provide interesting perspectives
on our research questions.
5:47
Let's move on to success metrics.
5:50
Deciding these in advance with
your teammates will set you up for
5:53
a productive conversation about what
areas of the flow are doing well and
5:57
what areas need attention.
6:01
Doing this now will reduce subjectivity
in the final analysis of the study.
6:03
The metrics listed here are mapped
directly to the scenarios created, and
6:10
could be answered objectively.
6:13
Great.
6:15
I would also clarify one point to make
sure we're all 100% on the same page.
6:16
Where it says, participants do not ask for
additional information to be provided.
6:21
We will also add, if they ask for
6:26
something that is already on the page,
6:30
that is not considered a success.
6:35
Now we're all clear.
6:39
It seems there are a couple of more
metrics missing that would result directly
6:41
from the scenarios we've
talked about above.
6:45
I'll copy and
paste those here for you to see.
6:47
Okay, I think we're doing really well so
far.
6:56
If you haven't already, read the next
sections in the usability test plan,
6:59
starting with the participant section
to see what needs work there.
7:04
The next step will walk you through
the remainder of the script.
7:08
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