Loop11 Adds UX Videos


Loop11 Adds UX Videos to Its Many Features

toby biddle loop11 interview video UsefulUsabilityLoop11 has added qualitative UX videos to its many already existing quantitative data features. This provides UX researchers with new qualitative data to augment the already formidable quantitative data available through Loop11.

I interviewed Loop11 CEO Toby Biddle who explains in this brief video what this new feature is, how it works, and why it enables UX and Usability practitioners to gain even more data to help them optimize websites and apps.

Video Interview with Toby Biddle, CEO of Loop11

I recently sat down and video interviewed Toby Biddle, the Founder and CEO of Loop11 about the recent addition of qualitative user session videos to the existing set of quantitative features available with the Loop11 tool. Adding the qualitative UX videos is big news, and Toby graciously offered to sit down and record this brief video interview to share his thoughts regarding the what and why of this addition.

Loop11 Quantitative User Videos

Loop11 recently added qualitative user videos because in my opinion the Loop11 team practices what they preach, in this case gathering their own customer feedback and wishes, and acting on them. As anyone who has used Loop11 will tell you the powerful suite of UX behavioral quantitative tools and data is a rich source of information for usability testing and user feedback. Loop11 customers had requested adding the videos to augment their quantitative data with qualitative data, and Loop11 listened.

How UX Researchers Can Use the Loop11 Videos

The user session videos add a new spectrum to the analysis of usability and UX research already available through Loop11. The user videos enable researchers to see the actual user sessions associated with the quantitative data as users work to accomplish tasks on a website. This provides researchers with the ability to use Loop11’s quantitative data to find potential usability issues, and then to watch video sessions associated with those issues to help determine the qualitative Why of the behavior.

Setting Up User Videos on Your Website

Setting up the ability to record user videos on your website with Loop11 is relatively simple. Just insert a couple of lines of Javascript into your site. This can be made even easier if you are already using a tool like Google Tag Manager. After your code is set up on your site, you use Loop11 to create a new project and then viola! You now have the ability to see user video sessions on your site and analyze that information for usability testing and conversion optimization.

The Loop11 Videos

The Loop11 videos are recordings of each session on your site that you had enabled as a project. Using the task-based performance testing method means you’ll have quantitative data about task success or failure rate coupled with the ability to review videos to better understand the Why for that behavior. This provides UX researchers with the ability to find usability issues using qualitative information and analyze each unique usability issues via the videos to better define potential root causes.

Even better, the Loop11 videos can be filtered in the same way that the other Loop11 data elements can be. This provides researchers with the ability to segment, filter and deep-dive into very specific data points that further enhance the ability to analyze data.

An important note is that audio is not recorded as part of the Loop11 videos. That was a conscious decision made by the Loop11 team. The reason audio is not recorded is because using think-aloud can and often does cause reduced task-time and other issues typically tracked by Loop11’s other quantitative features. By not recording the audio, users are in a more ‘natural’ state and thus all the rest of the quantitative data being captured will still be true and accurate.

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This qualitative user session video data is a significant new and powerful addition to Loop11’s already robust quantitative data set which I believe most Loop11 fans will agree is very exciting and very good news.

Uses for Loop11 User Videos

There are multiple uses for Loop11’s user videos, with the most significant being the ability to deep-dive and uncover qualitative issues using the combination of quantitative and qualitative data. Combining the existing quantitative data with the new qualitative data greatly increases the effectiveness of the tool for UX research and evaluations.

Another use for the videos is identifying UX issues that may not be apparent from quantitative data alone.

As an example, consider people in an eCommerce checkout flow.

Let’s assume, as can often happen, that the quantitative data suggests a satisfactory task completion rate. But watching the videos of user sessions in the flow may reveal false starts, or periods of form inactivity while users try to clear up confusion, or even errors as people start typing information in a field, only to realize half-way through that they are entering the wrong information causing them to start again. This qualitative data is not always present in quantitative data and is therefore an excellent way to identify potential sticking points.

Here’s a few other uses for the Loop11 user videos:

Agile – Agile shops will find the new tool helpful for quickly being able to evaluate if a new or modified experience is actually an improvement. Just 5 to 10 videos can quickly help uncover any issues with a changed UX. Results can be ready in hours or a day at the most, meaning the team can keep on schedule with their sprints while gathering extremely valuable usability testing data.

Waterfall – Larger projects with a more traditional waterfall methodology of design and development can use Loop11’s videos across a broader segment of time. This means gathering data from dozens, hundreds or even thousands of sessions. The data can be filtered and segmented using Loop11’s reporting tools, which enables the team to focus on just the aspect of the UX that may need attention at that point in the development process.

Qualitative Trend Data – Another powerful use of this tool, and one that many researchers seem to forget, is trending qualitative data over time. Capturing video of user sessions over weeks or months enables qualitative data to be tracked over time, providing trend analysis. Since Loop11 already excels at providing massive amounts of quantitative data over long time periods, adding the qualitative data to trend data is a no-brainer.

Case Study of Loop11 Video

In the interview, Toby shares with us an interesting case study of how a Government institution used the Loop11 videos to help test a new prototype of their site. Loop11 quantitative metrics were showing that the existing site was performing better than the prototype site, which potentially is a problem.

Even more confusing, the SUS data from Loop11 was suggesting that the new prototype was actually better than the existing site.

As can sometimes happen the quantitative data was contradictory in nature.

To determine what was happening, the team evaluated the user videos from the sessions. The team quickly saw that there were form validation errors occurring on the prototype site that was causing usability issues. These form errors were not easily identified from the existing quantitative data. By using the user session videos to identify the issue, the team was able to fix the validation problem and re-test.

The result?

After the changes and re-testing the data indicated that in fact, yes, the prototype was performing better than the existing site.

Without the session videos, finding the root cause of the usability issue might not have happened, resulting in potentially bad UX decisions based on incomplete and conflicting data.

The Other Loop11 Features

It wouldn’t be a complete review if I didn’t spend a minute reviewing the other already existing quantitative Loop11 usability testing features. These features include:

Task Completion – Studies on Loop11 are relatively simple to set up. Just identify a task or set of tasks you want evaluated by identifying the task and the successful completion of that task. Next, have dozens or thousands of users try to accomplish those tasks. Results are available via task completion rate as well as answers to follow-up questions, all of which can help you identify usability issues. You can test existing websites or even prototypes or wireframes.

Heat Maps – Heat maps of click activity reveal where users click when they are trying to accomplish tasks. This is critical data for evaluating usability issues with websites or prototypes.

Clickstream Analysis – Another handy tool in the Loop11 feature set is the ability to conduct clickstream analysis for tasks that require navigation. The clickstream analysis visually demonstrates where users are staying on task, and where they may be straying due to navigation, labelling or related usability issues.

Adding the Loop11 UX videos to this above set of features means UX researchers now have even more ability to obtain realtime quantitative and now qualitative data, meaning Loop11 is well worth checking out for analysis and optimization of websites or prototypes.

Conclusion: Loop11 UX Videos

Loop11 UX Videos add new qualitative data onto an already very robust set of quantitative data. This provides usability testing and UX researchers with a new functionality that enables the Why of the existing quantitative data to be assessed. By combining the What information coming from the Loop11 task-based quantitative data with the Why information from the user session video qualitative data, researchers now have the ability to use Loop11 to more fully evaluate how websites can be improved.


Loop11 – For more information about Loop11 and their quantitative and now qualitative UX video features, visit www.loop11.com/usability-testing

Usability Testing Tools – For information about Loop11 and other usability testing tools available for UX research read 14 usability testing tools

Top 20 UX Blogs – Want to stay current with the latest thought-leadership in UX and usability testing? Then be sure to bookmark the Top 20 UX Blogs list

100 Must Read UX Books – To learn more about UX in general and usability testing, design, IA and related subjects in detail visit 100 Must Read UX Books

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