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Usability Surveys: Practical Techniques Peter U. Leppik, CEO Vocal Laboratories Inc.

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Presentation on theme: "Usability Surveys: Practical Techniques Peter U. Leppik, CEO Vocal Laboratories Inc."— Presentation transcript:

1 Usability Surveys: Practical Techniques Peter U. Leppik, CEO Vocal Laboratories Inc.

2 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

3 Why Survey Callers?

4 Overall performance measurement Finding particular usability problems Strategic decision making “Because the boss wants to see the numbers”

5 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

6 Survey Design: What’s Important? ImportantUnimportant Number of Survey Questions Total Surveys Completed Response Rate

7 Survey Design: What’s Important? ImportantUnimportant Survey Medium (Interview, IVR, Web, etc.) When Customers Take the Survey Type and Size of Incentive Offered

8 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

9 Quality is a Process, not a Project MeasureSet GoalsChangeValidateCommit

10 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

11 Rules of Thumb: Methodology Avoid End-of-Call Surveys Balance Sample Size vs. Data Quality Use an Appropriate Medium

12 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

13 Rules of Thumb: Survey Analysis Comparative data is the most useful Experiments are more valuable than clever analysis

14 Q&A


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