Objective The objective for this project is to conduct an A/B test by evaluating
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Objective
The objective for this project is to conduct an A/B test by evaluating two prototyped versions of an interaction task flow using quantitative and qualitative techniques. The A/B testing may compare an existing application interface to a proposed design, or it may compare two new designs. The process, methods, and results will be clearly documented for display in a video presentation.
Scenario
Approach this project as if you were a UX designer and researcher working for a client or product manager in a company, and you are testing an important user task for a high profile product. You will be responsible for the design and user testing of an improved design, and you will provide final recommendations based on your work.
Instructions
Determine the task flow you will use to conduct an A/B evaluation. As in project 1, choose a single task for one stakeholder that is important to the application, but also complex, having multiple steps to complete the task. Here are a few approaches to choose from.You could continue with your work from Project 1, where design A is the existing application task flow design and design B will be a prototype of your new and improved concept.
You could choose a new application and task and create a prototype of an improved design (design B) to compare to the original (design A).
You could create two distinct, but new, versions of an interaction to compare. For example, maybe you are proposing a new product that does not yet exist.
Produce interactive prototypes of both versions (A and B) of the task flow.
The prototypes should have the following qualities: The prototypes can be carefully sketched or use digital tools to create a wireframe or higher resolution interface. The prototypes can be black and white, or you may use color if you choose.
The prototypes should provide enough detail in the layout and textual content for a participant to complete the task without help, and provide clear detail on the full set of interaction choices. Otherwise you would simply be leading the participant to your desired path, not providing you with valid data on the usability of the interface.
The prototypes should be of similar style and quality to provide a valid comparison between the versions for evaluation. This may require you to recreate a prototype version of a live application.
The prototypes must be interactive through a click or touch interface. You can use any prototyping tool you prefer. Here are a few to consider.
– Google slides (or Power Point): This is a sufficient and easy method to create a prototype, where each slide represents a screen view in the task flow and you create clickable “hot spots” on the slide to advance the user to another screen.
– Figma Links to an external site.: For anyone considering a career in UX design or research, I highly recommend learning this tool. It is very popular in industry.
– Marvel Links to an external site.: Another prototyping alternative that is pretty easy to use.
** Consider how you will appropriately handle any interactions that can’t be fully recreated in your prototype and how to handle the time-on-task measurements — for example, entering in text information before advancing.
Conduct a user test of your prototypes with at least 8 participants. If possible, use participants that are within the target audience for your particular product being studied.Prepare a simple script to guide your testing sessions. There are two required components of the user testing providing you with both quantitative and qualitative data. Prepare your script consistent with concepts in our course reading.
– Quantitative Testing – You will have the participants complete your chosen task using both prototypes as you time their “performance”.
– Qualitative Feedback – You will then follow up the test with a few questions to get feedback from participants on the experience.
Mix the order of the A and B testing between participants to account for a sequencing effect. Have half of your participants test the A version first and the other half test the B version first.
Analyze the task time. Use the same method as in our Task Analysis assignment, creating the same data and charts. ** Consider how the order of the testing influenced your results (A vs B).
Synthesize the qualitative feedback from the user testing. Again, process this information in a consistent manner with our reading and course content.
Summarize the final conclusions you can draw from your testing.Did the A or B version provide a clear advantage or not? How would you describe your confidence in the results?
Did the follow up feedback reinforce the performance data (time on task) or were there some contradictions?
Did the user testing reveal further improvements that could be made to either prototype?
Ultimately, what would your recommendation be to a product manager or client regarding this interaction design?
