UX Mobile - Testando com Usuários
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UX MOBILETESTANDO COM USUÁRIOS
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LEONARDO CAETANO HORÁCIO SOARESMobile Product OwnerMobile UX DesignerHotel UrbanoHotel Urbano@horaciosoares@leocaetano
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!
UX
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User eXperience
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ExU
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Experiências !
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São uma nova oferta econômica.
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Experiências que fazem esquecer o mundo a sua volta
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Experiências que surpreendem
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Como foi essa experiência?
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E essa? O Simples é poderoso...
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X
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Mas afinal, o que é eXperiência do Usuário (UX) ?
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eXperiência do Usuário (UX) é a qualidade da experiência que uma
pessoa tem ao interagir com algo projetado.
uxnet.org
“
”
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eXperiência do Usuário (UX) é a qualidade da experiência que uma
pessoa tem ao interagir com algo projetado.
uxnet.org
“
”
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http://semanticstudios.com/publications/semantics/000029.php
Colmeia da experiência do usuário? !
!
!
!
HoneyComb User Experience
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http://www.sedentario.org/wp-content/uploads/2008/06/cachorrosempata2.jpg
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X
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http://semanticstudios.com/publications/semantics/000029.php
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http://semanticstudios.com/publications/semantics/000029.php
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Mas como são nossas experiências
no mundo digital?
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Mas como os usuários são vistos?
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Resumo da ópera
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E o resultado não pode ser diferente:
experiência ruim
= resultado pior ainda
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Mas, na busca por soluções para os problemas, o que
maioria dos sites faz?
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Ctrl + C à Ctrl + V para quase tudo...
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Resultado: replicamos tudo sem questionamentos...
!
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Selfie
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Selfie
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Mas o que funciona para uma empresa, pode não funcionar
para outra.
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Por exemplo:
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CAPTCHA
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Ou ainda as mais recentes modinhas como paralax,
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http://erikrunyon.com/2013/01/carousel-stats/
Carousel Interaction Stats - ND.edu (3 meses - 2012/13)
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http://www.smashingmagazine.com/2015/02/09/carousel-usage-exploration-on-mobile-e-commerce-websites/
An Exploration Of Carousel Usage On Mobile E-Commerce Websites (2014)
(several mid-sized to large e-commerce websites over a period of 11 months ) !
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Hamburger or not?
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Hamburger or not? @lukew https://www.youtube.com/watch?v=Nl3OYHo2_b8
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22.4%
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+12.9%
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+5.7%
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-22,7%
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Affordance
http://www.peachpit.com/articles/article.aspx?p=2209309
Steve Krug on Things that Make Us Think
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The dangers of FLAT design - @Lukew
https://twitter.com/lukew/status/505461084182953984/photo/1
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The dangers of FLAT design - @Lukew
https://twitter.com/lukew/status/505461084182953984/photo/1
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The dangers of FLAT design - @Lukew
https://twitter.com/lukew/status/505461084182953984/photo/1
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http://blog.booking.com/hamburger-menu.html
Mas cuidado… O teste A/B do Booking.com Hamburger x Menu
não apresentou diferenças significativas.
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made with keynote by andrew haskin
Uma BREVE ANÁLISE de SITES de E-COMMERCE
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HAMBURGUER MOBILE
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Sem Hamburguer
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Hamburguer
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Hamburguer a direita
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made with keynote by andrew haskin
VERSÃO MOBILE
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Em março de 2015, das 49 lojas avaliadas, 14 lojas não possuíam
versão mobile
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Em maio/junho, apenas 6…
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HEADER FIXO
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made with keynote by andrew haskinHEADER FIXO
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HEADER FIXO MOBILE
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Header Fixo Mobile
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CARROSSEL
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Em março, sem CARROSSEL automático
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CARROSSEL MOBILE
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simplicidade
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Paradoxo da escolha
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PERFORMANCE
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milésimo de segundo
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Acelera Ayrton…
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http://www.slideshare.net/HubSpot/50-mobilefactsdeck62812 - slide 36
dos usuários Web dizem que esperam que um site mobile carregue em três segundos ou menos.60%
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made with keynote by andrew haskinPERFORMANCE
PageSpeed 35/100
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made with keynote by andrew haskinPERFORMANCE
PageSpeed 36/100
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made with keynote by andrew haskinPERFORMANCE
PageSpeed 44/100
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made with keynote by andrew haskinPERFORMANCE Mobile
PageSpeed 42/100
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made with keynote by andrew haskinPERFORMANCE Mobile
PageSpeed 45/100
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made with keynote by andrew haskinPERFORMANCE
PageSpeed 85/100
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made with keynote by andrew haskinPERFORMANCE
PageSpeed 81/100
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made with keynote by andrew haskinPERFORMANCE
PageSpeed 74/100
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made with keynote by andrew haskinPERFORMANCE Mobile
PageSpeed 74/100
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Mas por quê?
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Porque está na moda, todo mundo usa, porque não temos tempo e
somos reativos... !
REWORK: Business book from 37signals
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Uma regra de ouro para os usuários
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DESAFIO 1: Você está no meio de um site e quer ir
para a página inicial, o que você faz?
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DESAFIO 2: O botão de confirmar fica na esquerda ou é o botão
de cancelar que é posicionado à esquerda?
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Santander 2014
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Homebanking CAIXA 2014
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Pagamento pela CIELO 2014
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EntrarCancelarx
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Uma regra de ouro para quem cria
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CONTEXTO MOBILE
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made with keynote by andrew haskin
CONTEXTO MOBILE
TELA PEQUENA
LUZ DIRETA
LIMITE DE BANDA
MULTITAREFASOBRE PRESSÃO
(restrição de tempo)
CONFUSO e BARULHENTO
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made with keynote by andrew haskin
More Than 80% Of Facebook's Daily Users Are Mobile
http://www.businessinsider.com/facebook-daily-active-users-q4-2014-2015-1
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made with keynote by andrew haskin
http://www.webvenda.com/wp-content/uploads/2015/02/31_webshoppers.pdf
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made with keynote by andrew haskin
http://www.emarketer.com/Article/Brazil-Mobile-Continues-Expand-Share-of-Ecommerce-Transactions/1012487/6
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made with keynote by andrew haskin
http://www.webvenda.com/wp-content/uploads/2015/02/31_webshoppers.pdf
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made with keynote by andrew haskin
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CONTEXTO BRASIL
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23,9% da população brasileira possui pelo menos uma das deficiências investigadas
ACESSIBILIDADE
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Idosos: 19 milhões (10%) - IBGE 2010
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Analfabeto funcional
!
Um em cada cinco
brasileiros (38 milhões -
20,4%) é analfabeto
funcional, Pnad 2009 - IBGE.
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Como o Luli disse no Digitalks no Rio:
“Nesse mundo Mobile, somostodos daltónicos e sofremos do
Mal de Parkinson”
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Quer uma boa interface?
Teste com pessoas…
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TESTES
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POR QUETESTAR COM PESSOAS?
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OBJETIVO
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https://www.youtube.com/watch?v=uOHDkIxyu2A&list=PL45D56B9F8C601073&index=5
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PERSONAS
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FOCO NO USUÁRIO E NA TAREFA
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MENOS CONVERSÃO, MAIS MULTICANAL
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POR QUETESTAR COM PESSOAS?
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TESTE DE USABILIDADE
Processo de teste de UX iterativoeMarketing 5th edition, Rob Stokes and The Minds of Quirk
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IDENTIFICAR MELHORIAS
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CRIAR NOVA VERSÃO
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TESTAR COM USUÁRIO
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ANALISAR RESULTADOS
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TESTE DE USABILIDADE TRADICIONAL
Solicita-se que os usuários realizem tarefas no produto pensando em voz alta.
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EXEMPLO DE CENÁRIO
Imagine que sua bela e inocente sobrinha está prestes a se casar. Porém, a família descobre que o noivo é membro do submundo. Pior - ele é um matador de aluguel! E mais - sua vida inteira é uma fraude e ele já é casado! Você é o único que possui essas evidências e precisa comprar uma passagem para Bangalore para ela e também para a esposa do noivo. O tempo é essencial!
Frederick van Amstelhttp://usabilidoido.com.br
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EXEMPLO DE TAREFACompre duas passagens aéreas no próximo voo para a cidade de Bangalore.
Frederick van Amstelhttp://usabilidoido.com.br
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REALIZANDO TESTES
PASSO 0 Planejamento
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QUAL O PROPÓSITO?
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O QUE TESTAR?
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QUEM VAI PARTICIPAR?
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COMO SERÁ O TESTE?
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ONDE SERÁ O TESTE?
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TESTE EM LABORATÓRIO?
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TESTE DE CAMPO?
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TESTE REMOTO?
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PARTICIPANTES CHAVE
Facilitador
Ajudante
Participante(s)
Observador(es)
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QUANDO TESTAR
O mais cedo possível!
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PROTOTIPAÇÃO EM PAPEL
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É UMA VARIAÇÃO DO TESTE DE USABILIDADE
Permite avaliar soluções parciais.
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POSSIBILITA REFLEXÕES MAIS CONCEITUAIS
Usuários ficam mais à vontade para criticar, comentar e sugerir.
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US$ 1 Prototype
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Pesquisa de Guerrilha
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FERRAMENTAS
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PROTOTIPAÇÃO DIGITAL
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Product Owner Mobile [email protected] (21) 9 9925-5404 - @horaciosoaresSkype: horacio.soaresslideshare.net/horacio.soares
Horácio Soares
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Product Owner Mobile [email protected] (21) 9 9925-5404 - @horaciosoaresSkype: horacio.soaresslideshare.net/horacio.soares
Horácio SoaresMobile UX Designer
[email protected] (21) 98153-2023 - @leocaetano
Skype: leocaetanorj
Leonardo Caetano