Presentation on theme: "Usability Surveys: Practical Techniques Peter U. Leppik, CEO Vocal Laboratories Inc."— Presentation transcript:
Usability Surveys: Practical Techniques Peter U. Leppik, CEO Vocal Laboratories Inc.
Survey company focused on customer service, Founded 2001 Awards: 2007: Product of the Year (Call Center Magazine) 2006: Best in Show (ACCE) 2004: Innovator of the Year (Finance & Commerce) 2003: Best in Show (AVIOS) Projects Include: Nortel Networks Pacific Gas & Electric Nuance Communications Cellular South Verizon Wireless Delta Airlines AOL TiVo Gateway TV Guide Aetna
Why Survey Callers?
Overall performance measurement Finding particular usability problems Strategic decision making “Because the boss wants to see the numbers”
Usability Surveys Focused on a specific event Driven by a desire to measure/improve a particular system As compared to other types of surveys: Timeliness is very important (< 1 hour) External data is key to being actionable
Survey Design: What’s Important? ImportantUnimportant Number of Survey Questions Total Surveys Completed Response Rate
Survey Design: What’s Important? ImportantUnimportant Survey Medium (Interview, IVR, Web, etc.) When Customers Take the Survey Type and Size of Incentive Offered
Survey Design: What’s Important? ImportantUnimportant Question Wording Question Order Consistency Within the Survey Consistency With Other Surveys Opinion vs. Factual Question Number, Wording, and Order of Likert Scale Options
Quality is a Process, not a Project MeasureSet GoalsChangeValidateCommit
Common Trouble Spots Design ✓ Biased questions ✓ Ambiguous questions ✓ Too long/redundant ✓ Poorly defined goals Methodology ✓ Sample bias ✓ Systematic exclusion ✓ Too much delay ✓ No link to other data Analysis ✓ No context ✓ No error analysis ✓ Cherry picking to fit a narrative Follow-Through ✓ No action-items generated ✓ No process buy-in ✓ No plan or budget for application changes
Rules of Thumb: Methodology Avoid End-of-Call Surveys Balance Sample Size vs. Data Quality Use an Appropriate Medium
Rules of Thumb: Survey Design Everyone will want input (plan on it) Use factual questions whenever possible Don’t get hung up on irrelevant details
Rules of Thumb: Survey Analysis Comparative data is the most useful Experiments are more valuable than clever analysis