What is Tree Testing in User Experience Research?

Summary

This video provides a practical guide to tree testing, a user research method aimed at improving the findability of items on a website. It explains how to structure tests by asking participants to locate specific items using high-level categories and submenus, tracking their navigation, backtracks, and decision-making. Using a sample task of finding women's multivitamins on Target's website, the video illustrates common participant behaviors and emphasizes analyzing results to refine site structure. It also covers moderated and unmoderated retesting methods, both in-person and virtual, to ensure a user-friendly experience. The tutorial offers actionable insights for enhancing website usability and UX design.

Takeaways

• 😀 Tree testing is a qualitative research method to assess the findability of items on a website.
• 😀 The process involves asking participants to find specific items through structured tasks.
• 😀 Participants should navigate through the site's high-level groups and submenus until they find the item or give up.
• 😀 A sample task could involve finding a product, such as women's multivitamins, on a site like Target.
• 😀 Ensure 5-10 participants complete the study for accurate results and insights.
• 😀 Analyze results by tracking whether participants successfully find the item, give up, or backtrack.
• 😀 Backtracking occurs when participants realize a mistake and navigate to the correct section, which should be tallied as one backtrack per user.
• 😀 If participants are struggling, consider refining the site's navigation to improve findability.
• 😀 There are two types of testing: moderated (live interaction) and unmoderated (self-recorded with screen and voice).
• 😀 Moderated testing involves real-time interviews where participants explain their thought process as they navigate.
• 😀 Unmoderated testing allows participants to record their screen and speak aloud as they complete tasks.
• 😀 After analyzing data, iterate and refine the website's structure and test again to improve user experience.
• 😀 The goal is to improve the site's usability by identifying areas where users get stuck or give up.

Q & A

What is tree testing, and why is it important?

Tree testing is a qualitative user research method used to evaluate and improve the findability of items on a website. It helps assess how easy it is for users to navigate a website and find specific content or products, improving the overall user experience.

What is the first step in preparing for a tree test?

The first step in preparing for a tree test is to structure the test by asking participants to find a specific item on the website. You should also define the high-level organization of the site and any submenus before starting the test.

How many participants are recommended for a tree testing study?

It is recommended to have between five to ten participants complete the study to ensure accurate and reliable results.

How do participants navigate the site during a tree test?

Participants will navigate the website's high-level groups and subgroups, clicking through menus to find the requested item. They continue until they either find the item or give up.

What happens if a participant makes an error during the test?

If a participant makes an error, they will likely backtrack, realizing their mistake and trying a different menu or category to find the correct item.

What is the significance of tracking backtracks during a tree test?

Tracking backtracks is important because it helps identify navigation issues. If participants make frequent backtracks, it may indicate that the website's structure is confusing or that the findability of items needs improvement.

How should the results from a tree test be analyzed?

Results should be analyzed by gathering data on whether participants were able to find the item successfully, how many participants failed, and how many gave up. The frequency of backtracks and the speed at which participants make decisions should also be considered.

What should you do if participants are struggling during the test?

If participants are struggling by backtracking, taking too long to make decisions, or giving up, you should iterate and refine the website's structure to improve the findability of the items and then retest the navigation.

What is the difference between moderated and unmoderated tree testing?

In moderated tree testing, a facilitator schedules an interview with the participant and guides them through the task while discussing their rationale. In unmoderated tree testing, the participant records their screen and speaks their thoughts out loud while completing the task independently.

What tools or methods can be used for tree testing retests?

Retests can be conducted using index cards for in-person testing or virtually using online software that records the participant's screen and voice during unmoderated tests.