Multi-national user testing: Tools, tricks and pitfalls
International customer and user insights are becoming increasingly important in an online-enabled and ‘shrinking’ world for companies with global market aspirations. Evaluating product and service offerings with end users in multiple countries is now common-place and often compulsory.
Ilana’s presentation provides an overview the range of tools and methods UX teams, product developers and marketers can access to conduct multi-national user testing to evaluate and improve is offerings. Each methods has its pros and cons:
- Online un-moderated testing
- Remote moderated user testing
- In-person moderated user testing
These methods can be mapped along two axes to help choose the most appropriate approach:
- Cost (and ease of implementation)
- Depth of insight (and complexity of the product/service/concept that can be tested)
The presentation will cover interesting Optimal client and project case-studies at both the low-cost remote testing spectrum and complex international research (where in-person testing is the only valid option), including an ‘out of the box’ experience study of a medical device managed by Optimal Experience in 14 countries on behalf of the UXalliance.
Ilana will cover pro-tips and pitfalls learnt from many years conducting international user research and testing including briefing, recruitment, language, selecting international research partners…and costs.