Introducing the Usability Test Plan7:12 with Anya Mezak
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.
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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