So, you decided to do some user research in order to find out where you can make improvements. After a few hours of user interviews, you ended up with a notebook full of scribbled information that all seemed really critical. How in the world do you figure out what to do with all that information?
If your answer is “talk about it all abstractly with everybody in the company or write a huge paper that nobody will read and then go on with business as usual,” you're in good (bad?) company.
But you have to DO something with all that data. You have to analyze it and turn it into actionable items that your engineering department can use to fix your product. It's not always easy, but I'm going to give you an approach that should make it a little easier. This isn't the only way to do your test analysis, but it's one of the quickest and easiest that I've found when you are concerned with key metrics.
When to use this method:
- You have an existing product with a way to measure key metrics, and you’re interested in improving in particular areas related to your bottom line
- You have a limited research and development budget and want to target your changes specifically to move key metrics
- You are looking for the “low hanging fruit” that is getting in the way of your users performing important tasks with your product
- You are working in an agile development environment that is constantly tweaking and improving your product and then testing the changes
- You have an existing product that you are planning to completely overhaul, and you want to understand all of the major problems before you do your redesign
- You are trying to create an overall awesome, irresistible user experience that is not related to a specific metric
- You are designing a new product or feature and are observing people using other products to identify opportunities for innovation
The Five Basic Steps:
- Identify key metrics you'd like to improve
- Identify the tasks on your site that correlate with improvement in those metrics
- Observe people performing the appropriate tasks
- Identify the barriers preventing people from completing or repeating the tasks
- Develop recommendations that address each specific barrier to task completion