Usability, Customer Experience & Statistics

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The Essentials of a Contextual Inquiry

The Essentials of a Contextual Inquiry

Jeff Sauro • August 16, 2016

Contextual inquiries involve observation and semi-structured interviews to understand how participants use a product in a particular context. They are one of a number of methods used to help identify unmet user needs. They provide insight into: problems people are trying to solve, points of friction and how people go about completing tasks to accomplish goals. This article includes some background and 8 tips for making contextual inquires more successful.[Read More]


Does Improving Website Navigation Pay Off?

Does Improving Website Navigation Pay Off?

Jeff Sauro • August 8, 2016

If people encounter problems in the online checkout process there's a clear link to conversion rates and the bottom line. But if users can't even find what they are looking for, the best checkout process won't matter. The cost of poor findability is high but does improving it really pay off? Here are five points backed by research to emphasize the importance of measuring and improving website findability.[Read More]


13 Things to Consider When Offering Survey Incentives

13 Things to Consider When Offering Survey Incentives

Jeff Sauro • August 1, 2016

It's no fun planning a party no one comes to. The same can be said about surveys that hardly any one takes. In the never-ending quest to collect data from customers through branded or unbranded surveys, we inevitably encounter the question: should we offer some type of incentive for people to take the survey? Here are 13 things to consider when deciding whether an incentive is the way to go.[Read More]


Controlling for Brand Attitudes in UX Studies

Controlling for Brand Attitudes in UX Studies

Jeff Sauro • July 26, 2016

While it's realistic to have a mix of brand lovers and haters in a UX study, you'll often want to understand how much the experience differs despite these variations in participants' brand attitudes. Brand favorability has a strong and statistically significant impact on UX metrics. The correlation is strong enough that it often masks the differences between interfaces being compared. To control for the effects of brand favorability you can use an ANCOVA (preferred) or create a segment of low and high brand favorability participants to see whether the patterns in metrics hold.[Read More]


15 Mobile UX Facts and Insights for 2016

15 Mobile UX Facts and Insights for 2016

Jeff Sauro • July 19, 2016

The mobile user experience is no longer a niche industry. It's hard to talk about the user experience of websites and software and not consider the impact and experience of mobile devices. We've presented a number of facts and insights in 2013 and 2015. Here's an updated and expanded version culled from many sources on the internet and our own mobile usability studies.[Read More]

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About Jeff Sauro

About Jeff Sauro

Jeff Sauro is the founding principal of MeasuringU, a company providing statistics and usability consulting to Fortune 1000 companies.
He is the author of over 20 journal articles and 5 books on statistics and the user-experience.
More about Jeff...