[GUIDELINE] Conduct your guerrilla tests well

 

Have you ever done a project without meeting your users?

We don't always have the time, the budget or the equipment to organize tests. Discussing with potential customers, even for ten minutes, brings much more than multiplying the “river meetings” where solutions are discussed before even identifying the user's need. For this, nothing better than mastering guerrilla tests.
people at a coffee bar

What is guerrilla testing?

Guerilla testing is a practice of informally interviewing users. We go to parks, train stations or airports and interview a “potential” customer for 10-15 minutes. It is also possible to do this remotely by telephone or in strategic places such as “coffee breaks” or the person's office if your users are not part of the general public. It is a very easy practice and accessible to all, project manager, developers, PO...
It takes 2 days to organize, conduct and debrief guerrilla tests, compared to 10-20 days for classic user tests.

guerrilla test_checklist
Guerilla testing checklist
 

#1 Define the target and objectives of guerrilla testing

plan a day
To achieve good results, it is essential to focus on two people maximum. Rely on statistical data or rely on assumptions to answer the following questions: what is the main problem that my target shares? How could I meet his needs? With what features/services?

guerilla test_ex persona
Human
When we think of “meeting the user”, we often think of “testing the site or the interactive prototype”. It's simplistic because user feedback is essential at each stage of the project. Sylvie Daumal, in “User Experience Design: UX Principles and Methods”:

It is better to test 5 times with 5 users than once with 25 users.

Does my persona reflect my potential client? Will he be interested in buying my product? Does it actually use the features developed? Persona, value proposition, sketch, wireframe, prototype or developed solution: any document is a pretext to meet the user. The idea of ​​guerrilla tests is to set up hypotheses and validate them by meeting users. 
 

#2 Meet the user

Allow half a day for 5 to 10 tests
guerrilla testing 2
The hardest part of guerrilla testing is when you approach someone timidly. Here are some tips so that he doesn't run away.
First, place yourself in a place where your user has time to kill: a bus stop, a train station, an airport, a park... Go there preferably on a Thursday or Friday morning, people are more willing to be exchanged at the end of the week.
Next, identify a person with the profile of your persona. See if he responds to your smile. To be sure that he corresponds to your target, ask him the question “screening interview”. For example, for a study relating to a real estate credit simulator, I asked if the person had a real estate purchase project before asking them more in-depth questions.
Here's how you can approach it:
"Hello, I'm Marina (give her business card to offer more legitimacy). My job is to conduct user tests to better understand your expectations. I am studying the ease of making an online mortgage for LCL. Have you ever taken out a home loan? Perfect! I'd like to show you the site and ask you a few questions. It won't be long I promise. 10 min max!. Would you possibly be interested? This is a very easy exercise, with no wrong answers. And to thank you, I offer you a coffee at the end of the interview. "
 

#3 Observe the user in 10 min

This is the most critical phase if you are not used to user tests. To put the odds on your side and avoid directing the questions, do not hesitate to prepare your questions beforehand. We call these test plans. Write down a maximum of 5 questions. For each question, be as neutral as possible. To do this, contextualize your question. Rather than asking someone to upload a photo, you can say something like, “Yesterday you had a party with your friend. Today you would like to share a photo with him. How are you going to do it?"
To build trust, remind your user that it is not him who is being tested, it is the application. Also ask to “think aloud”. Aim to observe as much as possible. The less you talk, the more effective responses you will get.

guerrilla test_lookback
Screenshot from Lookback software
Do not hesitate to film the interviews via an application of the Lookback type. This will allow you to analyze a posteriori the emotions of the person. The feelings are sometimes very different from the words expressed by your user. If you are filming, do not forget to have an authorization signed beforehand.
 

#4 Thank the user in 5 min

Before giving away your packet of M&M's, hand your user a satisfaction questionnaire with a maximum of 5 questions, one of which is open for comments. You will be surprised to see that what your user thinks may differ from what he just told you orally. Ask short questions such as “What do you think of the features?”, “Would you be willing to invest 10€ per month for this service?”, “Do you have any suggestions for improvement?”.

guerilla test_satisfaction questionnaire
Satisfaction questionnaire
 

#5 Summarize in writing

Plan half a day
guerrilla testing 3
Congratulations, the hardest part is done. In order not to stop on this great momentum, take a little time to carry out a good analysis. From experience, this document is highly valued by top management. It quickly broadcasts the voice of the end user and cuts short any discussion. Verbatims and notes from 1 to 10 are particularly appreciated. The ideal for a successful synthesis is to summarize the date, the place and the interviewed panel. Then, display verbatims and notes that express user satisfaction. Finally, summarize on the test plan which questions worked and which were problematic.
But a summary of the interviews is not enough if it is not accompanied by an action plan. Make recommendations to improve your personas, value proposition, wireframes, mockups, etc. They are what will make all the difference.
 

Take away

Take risks and accept failure: don't hesitate to get started and ask around. When it works, the moment is so magical that it becomes addictive. And the more you do, the more comfortable you will become, I promise!
Target people well: never waste time on someone outside of your problem. It may skew your thinking.
Record interviews: Distribute 2 forms. Sign a form that indicates that you agree not to communicate the data to third parties and give it to your user. In exchange, ask him to sign an authorization to film it.
Good luck to you and if you have any questions or comments, please let us know!
UX-Republic