Usability Testing for Product Managers

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來自 University of Virginia 的課程

Digital Product Management: Modern Fundamentals

742 個評分

University of Virginia

Digital Product Management: Modern Fundamentals

742 個評分

Not so long ago, the job of product manager was about assessing market data, creating requirements, and managing the hand-off to sales/marketing. Maybe you’d talk to a customer somewhere in there and they’d tell you what features they wanted. But companies that manage product that way are dying. Being a product person today is a new game, and product managers are at the center of it. Today, particularly if your product is mostly digital, you might update it several times a day. Massive troves of data are available for making decisions and, at the same time, deep insights into customer motivation and experience are more important than ever. The job of the modern product manager is to charter a direction and create a successful working environment for all the actors involved in product success. It’s not a simple job or an easy job, but it is a meaningful job where you’ll be learning all the time. This course will help you along your learning journey and prepare you with the skills and perspective you need to: Create the actionable focus to successfully manage your product (week 1) Focus your work using modern product management methods (week 2) Manage new products and explore new product ideas (week 3) Manage and amplify existing products (week 4) This course is ideal for current product or general managers interested in today's modern product management methods. This course was developed with the generous support of the Batten Institute at UVA’s Darden School of Business. The Batten Institute’s mission is to improve the world through entrepreneurship and innovation: www.batteninstitute.org.

從本節課中

Using Today's Product Management Methods

You’ve probably heard that the days of ‘build it and they will come’ are over. But what exactly should you be doing instead? There’s no shortage of material out there on how to be innovative--but you only have so much time. This week we’ll step through the method’s today’s most successful product managers are using and give you tips to “sell” those methods to your stakeholders. We’ll also show you how to analyze growth, engagement and monetization using qualitative and quantitative methods. You’ll finish the week with an understanding of which methods to apply when and hear from practitioners who are using these methods to make breakthrough products.

User Story Mapping for Product Managers7:25

Prototyping for Product Managers5:11

Usability Testing for Product Managers4:26

與講師見面

Alex Cowan
Faculty & Batten Fellow
Darden School of Business

In this video, we're going to talk about

usability testing and we're going to talk about when to do it and how to do it.

We're also going to talk about how it relates to some of the items we've already

talked about because those are going to help you a lot with good usability testing.

This is important because this failure mode here,

results in not enough testing.

So, the product manager says, "Hey,

can we do more usability testing before we release?"

And the project manager,

engineering manager says, "You know the schedules too tight,

we're trying to cram in too much stuff and we wouldn't have

time to change the thing even if we did do it."

And this is a kind of a reality for the way that they perceive the situation.

But, it doesn't need to be the case.

The key is to sequence your testing like something like you see here.

When most people think of user testing,

they think of what I would call, "validation testing".

They're validating that the final product is really okay.

They're testing how long different things take the users.

The output is, is this ready for prime time and

how long do all these things take so that we compare

them with our field metrics and look at whether

our testing in our field results are similar and if not why not.

And this is important but you should start all the way back here and this is

very tightly tied to the prototyping that we discussed,

where you're looking at several different approaches

of what might be the interface metaphor that

our user would most expected or find most usable and then you actually try them out.

Your research objectives here are just your user stories themselves.

So, are we getting the user to this goal that we stated in the user story or not?

That's what a research item looks like here.

You test a few approaches in this phase and then pick,

maybe two that you flesh out,

into kind of the whole functional space and you test

them with a little more breadth-depth,

whatever kind of the nature of the interfaces is over here in assessment testing.

And then, you code it and then, you validate it.

This is a tutorial,

the customer discovered handbook and

a Google Docs template that I swear, anyone can do this.

If you have a designer or developer that has done this before, awesome.

That will make it a lot easier.

But you'll go through these things.

I swear, you'll find it really, really, really, doable.

The one thing that's a little bit tricky is you need to make sure you create

a very specific script to take the user through because these are interactive prototypes,

they change and they adapt but the user,

it's not real working software so you're kind of testing

a happy path or a very specific example.

So, you'll see examples of this and you'll learn how to do it with practice.

If you want to take a day or two to learn how to do this,

I promise you you're not going to have any problem,

it just takes some practice.

The best way to do this,

start from strong user stories,

think about what interface metaphors are most appropriate, prototype them,

before you make the prototypes interactive or spend too much time on them,

create the usability test plan because that's really your plan about

what you're going to test and the prototypes kind of need to support that,

not the other way around.

So, do that, don't go to deep here too soon and you'll be user testing in no time.

And not only will it help you drive to

more usable software quicker and reduce waste with your development team,

but it will help you write better stories because very

quickly you'll see how important this third clause is,

and you'll get in this habit of really thinking about,

let's take a specific example,

with the HR manager.

They want to add some custom quiz questions so they can

present additional topics that are important to their particular job.

So, how do we prototype this?

Well, we have the screen where they've got to finish quiz and we say,

"Show me how you would add this question that you hand to them",

and you see if they can figure it out.

And this is a good litmus test for yourself before you even start

prototyping to make sure that your stories have nice testable rewards.

We've talked about, when to prototype and how to take

those prototypes and form them into

usability tests that you can absolutely do all by yourself if you need to,

so you'll avoid this vicious cycle where you're not testing enough.

I hope you'll consider giving this a try,

and I promise you that it's going to help you drive to better software faster.

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