Ten Keys to Success - Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics - page 280

into the lab to observe as many sessions as possible. If you don't have a lab,
arrange to use a conference room for the day. A screen-sharing application and a
conference call can make for a very effective makeshift observation gallery. Send
a reminder message to those you have invited the day before the first session.
Nothing speaks louder than observing the user experience firsthand.

Once key decision makers start to see a consistent pattern of results, you
won't need to spend much effort convincing them of the need for a design
change. But be careful when someone only observes a single usability session.
Watching one participant struggle can be dismissed easily as an edge case (e.g.,
“Our users will be much smarter than that person! ” ). Conversely, seeing some-
one fly easily through the tasks can lead to a false sense of security that there
are no usability issues with the design. The power of observation is in consistent
patterns of results. When key decision makers attend a session, invite them to
“come to at least one more session” to get a fuller picture of the results.

Another excellent way to sell UX research is with short video clips. Embedding
short video clips into a presentation can make a big difference. The most effec-
tive way to illustrate a usability issue is by showing short clips of two or three dif-
ferent participants encountering the same problem. Showing reliable patterns is
essential. In our experience, participants who are more animated usually make
for better clips. But avoid the temptation to show a dramatic or humorous clip
that is not backed by solid data. Make sure each clip is short—ideally less than
a minute, and perhaps just 30 seconds. The last thing you want is to lose the
power of a clip by dragging it out too long. Before showing a clip, provide appro-
priate context about the participant (without revealing any private information)
and what he or she is trying to do.

If bringing observers into the lab or putting video clips in front of them
doesn't work, try presenting a few key UX metrics. Basic metrics around task suc-
cess, efficiency, and satisfaction generally work well. Ideally, you'll be able to tie
these metrics to return on investment (ROI). For example, if you can show how a
redesign will increase ROI or how abandonment rates are higher on your product
compared to your competition, you'll get the attention of senior management.

TIPS FOR GETTING PEOPLE TO OBSERVE USER SESSIONS

• Provide a place for observing. Even if it's a remote session, provide a room with

projection or a large screen for observers to watch the session as a group. An
important part of observing a usability session is interaction among the observers.

• Provide food. For some odd reason, more observers show up when test sessions are

scheduled during the lunch hour and food is provided for everyone!

• Get the sessions on their calendars. Many people live by their online calendars. If it's not

on the calendar, it doesn't happen (for them). Send meeting invitations using your
company's scheduling system. Send out a reminder the day before the first session.