UX Smackdown


  • Focus groups are fine for the what they do, but you cannot figure out why the process is broken.
  • Best to get to the user – field research, talk to them one on one. What is your customer looking at. Immerse yourself in the customers world.
  • Construct a layout for your user’s space. The context of their working environment & the characteristic of their job. Information flow of an organization does not work with focus group. 1-1 field study is better.
  • Focus group
    • facilitator can totally suggest
    • social norms, and people are influenced.
    • The difference between what your users say they do vs. what they actually do.

First impression is important for field study. Be neutral, fly on the wall, just talk to them.


  • Persuade people who to make the change
  • Hire the right user & give them the right tasks
  • When you ask the user “did you do this” > they are not going to give you the right answer
  • moderated feedback – 3 lovely adjectives. Even if the user did not see it they will now see it.
  • Eye tracking is expensive – toby has a 10K probably the least expensive one.

Unmoderated remote usability testing

  • Check out keynote – participant is given a question.
  • Advantages – allows one to test multiple simultaneously, keeps the user in their own environment.
  • she mentioned usertesting.com
  • definitely ask qualitative & quantitative data – base your decisions on both.Quotes are so important.
  • Check Loop 11.

But don’t use panels for remote testing – instead use real customers.


  • Pros – full experience
  • Iterative testing – cannot get flow from the wireframes. Cannot get context. Users in general seem to rect better to the high fidelity prototype.
  • Participants are unable to provide honest feedback on high fidelity prototypes.
  • Users need to click, feel the product, experience the “swipe & swish”.
  • Change the prototype the moment there is a problem with it. But don’t make the decision based on one person!
  • Make the changes everyday.
  • The user needs to realize they are part of the design process.
  • For low fidelity – show them high fidelity website & then transition to the low fidelity and user will be able to engage a little bit better.
  • – Salesforce – designers prototype.
  • — high density of data, then the user is able to engage much better with high fidelity.
  • Steve Krug – no wrong answer. Do as much as possible throughout the process!
  • Dicks sporting good store, eyetracking excercise was funny. User totally ignored the entire left layout – and for every category thought there were only 4 Nikes 🙂
  • get the interesting moments in there to get a valid test – whatever the tool you use.

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