Loop11 Partners with Qualitative Usability Tool

That’s right, now you can get the best of both worlds… quantitative and qualitative. There’s a plethora of information on quantitative versus qualitative research methods. Best practice guides suggest a mix of both to effectively capture a more holistic perspective. A challenge, however, is how to combine qualitative and quantitative testing in a productive way to obtain statistically significant usability data to drive user-centered design. That’s where Loop11‘s partnership with TryMyUI comes in. When Loop11 and TryMyUi are used in tandem, designers, researchers and marketers have a powerful set of metrics to optimize the user experience.

What’s the difference?

The difference between quantitative and qualitative research is often explained using contrasting terminology, like “hard vs. soft”, “numeric vs. non-numeric”, “statistics vs. insights”, “measure vs. explore”, “what vs. why”. The quick contrasts are useful to highlight both the strengths and limitations of each approach if used solely without consideration of the other.

Broadly speaking, quantitative research can provide path and performance analyses by capturing the “what” of user behavior.  Loop11 provides quantitative measures of real user behavior through clickstream analysis. It delivers quantitative metrics such as task completion rates, number of clicks, time on tasks, and detailed path analysis. Data generated from users’ clickstream are automatically presented in real-time reports.

The quantitative measures from Loop11 are especially useful if researchers want to:

–       Identify any usability problems

–       Measure task efficiency and success

–       Compare against competitor usability metrics

–       Run regular usability benchmarking studies

In contrast, a goal of qualitative research is to gain valuable insight into the thought processes behind user’s actions. TryMyUI is remote usability testing tools that capture the “voice of the customer” via a video recording and a written summary documented by the user. As users navigate a website, they “think aloud”, verbalizing their thoughts as they complete the tasks or questions posed by the researcher. For example, a user may express surprise to find the “register” button in a particular location on the site. Quantitative research tracks that the user clicked “register” and what the user clicked on before and after.  The additional insight that the user was “surprised” augments the analysis of the user’s behavior and the researcher observes this first-hand by viewing the narrated video.

What you can learn from the qualitative measures from TryMyUI:

–       How does the user experience match the user’s natural expectations about how things work

–       Why is the user experiencing this with in-context feedback

What’s the linkage?

Loop11 provides the quantitative measures through metrics and reports, and TryMyUI delivers the qualitative insights via narrated videos and written answers to survey questions. With this easy-to-use, on-demand testing tool, any researcher or marketer can simultaneously gain insight into both the “what” and the “why” of user behavior.

Although there is no single usability tool that provides this powerful combination, the combined functionality can be replicated by initiating a project in Loop11 and then augmenting the testing process in TryMyUI.

The process is straightforward:

1:    Open an account on TryMyUI.com and Loop11.com. Both sites offer a free trial for the first project

to help you get started and become familiar with the setup process and results.

2:    At Loop11, create the task scenarios you want the participants to complete.  When you launch

your project copy your unique project URL and head over to TryMyUI.

3:    Paste the Loop11 project URL in “Web Site Address”.  There’s no need to re-enter the task scenarios

as that information is already captured in the Loop11 project URL.

4:    Use the default “Survey Questions” or customize as needed.  Select the demographics.  Select number of testers.

5:    TryMyUI handles the rest and will deliver videos of each test user navigating the website with the “think aloud”

narration.  Users will also provide written answers to any “Survey Questions”.

Happy Testing!

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