UX Lab no LISPOLIS

Spark2D e Tangível criam Laboratório de UX no LISPOLIS

O LISPOLIS tem sido, desde a sua génese, o espaço preferencial para Investigação e Desenvolvimento por parte das empresas instaladas. Em 2019, reforçamos essa aposta com a criação do primeiro Laboratório de UX (User eXperience) do Polo Tecnológico de Lisboa.

Por Cíntia Costa

 

A Transformação Digital é um tema cada vez mais central e com maior impacto real no dia a dia dos trabalhadores das empresas modernas. Uma das vertentes muito abordadas dentro deste tópico é o foco na experiência do utilizador, que se pretende intuitiva e positiva.

 

“Para desenhar experiencias positivas há um aspeto absolutamente essencial, que é: tudo o que nós fazemos é centrado no utilizador”, indica André Carvalho, Partner da Spark2D e da Tangível. Para isso, a sua equipa desenvolve testes de usabilidade para marcas como Santander, SIBS, Critical Software, Médis, Cetelem, ANACOM e Worten, com o objetivo de compreender o lado do utilizador e adaptar as ferramentas às suas expectativas.

 

Para atingir bons resultados, os testes de usabilidade devem ser conduzidos em ambiente controlado, e uma vez que existem poucos espaços adequados em Lisboa, a Spark2D, empresa focada em Transformação Digital, e a Tangível, empresa especializada em User Experience Design, decidiram criar no LISPOLIS o seu primeiro UX Lab em Lisboa.

 

 

Como funciona o Laboratório de UX?

Este Laboratório é composto por uma sala isolada, onde o utilizador vai testar o produto, seja uma app ou um site, acompanhado por um moderador, e por uma sala de observação, onde estão outros profissionais de UX e os próprios clientes, de modo a poderem compreender em tempo real como é a experiência dos seus utilizadores em cada fase do processo.

 

A sala de testes deve ser isolada e equipada com um computador, uma câmara em frente à cara do utilizador para analisar os traços faciais, uma câmara virada para baixo, para filmar os testes em telemóvel, e uma câmara virada para a sala, para visualizar a postura do utilizador.

 

“Estes equipamentos de teste, câmaras e outras tecnologias servem para registar tudo o que o utilizador faz. Por exemplo, se estivemos a trabalhar num browser, interessa-nos perceber o movimento do rato e os cliques, porque isso pode dar-nos pistas sobre hesitações, por exemplo. Interessa-nos gravar tudo o que o utilizador diz, para onde olha, linguagem corporal, expressões faciais, entre outras, porque a partir da observação, do diálogo, daquilo que o utilizador está a fazer e do seu comportamento gestual e corporal, podemos inferir muitas coisas”, clarifica André.

 

Por uma questão de isenção e de não influência, as boas práticas dos testes de usabilidade indicam que apenas deve estar na sala o utilizador e o moderador. Assim, o papel do moderador é aqui fundamental. Tem de ter um grande know how e estar ciente de um conjunto de técnicas para obter melhores resultados.

 

“O moderador tem de ser isento, tem de indicar as tarefas sem nunca influenciar o comportamento daquela pessoa. Utiliza técnicas de psicologia, como por exemplo: quando a pessoa está a pensar em voz alta e pergunta ‘e agora, o que é que acha que eu faço?’, o moderador responde ‘sim, exatamente, o que é que faria agora?’, em vez de dar a resposta. E tem que tentar entender, quando há momentos de silêncio, o que é que está a acontecer, porque a pessoa está a pensar nalguma coisa, só não está a verbalizar. Portanto, nós utilizamos uma técnica que na psicologia também é utilizada, conhecida como técnica do think aloud, onde se questiona em certos momentos ‘explique-me o que é que está a pensar’ ou ‘explique-me qual é a sua questão neste momento, qual é a sua hesitação’, o que nos permite tangibilizar sensações, reações, expectativas, frustrações e emoções”, esclarece André.

 

Claro que o moderador não pode fazer tudo ao mesmo tempo, pelo que se dedica fundamentalmente a conduzir a pessoa, e está em contacto com os outros profissionais de UX para receber instruções da sala de observação. “No passado, estes testes faziam-se em duas salas contíguas com um vidro espelhado, sem câmaras. Mas isso já não se usa, porque embora essa tecnologia esteja disponível e haja salas em Lisboa com essa disposição, tem algumas desvantagens: para já, a sala de observação tem de estar escura porque se não vê-se tudo o que se passa lá dentro; segundo, a pessoa percebe que está a ser observada e é um bocadinho mais intrusivo, a pessoa fica mais constrangida; terceiro, na sala de observação é muito normal os ânimos exaltarem-se e as pessoas falarem alto e, sendo as salas contíguas, interfere com o que está a acontecer na sala de testes”, explica André.

 

 

Uma Experiência Positiva para o utilizador

“O que é uma experiência positiva? É eu ter emoções positivas ao longo do caminho inteiro”, diz André. Se uma app parece ser intuitiva, mas apresenta passos extra para fazer o login, por exemplo, causa frustração aos utilizadores e provoca uma experiência negativa. São esses pequenos passos que diferenciam duas apps que têm a mesma funcionalidade mas distintas experiências de utilização.

 

“São esses momentos de frustração que nós tentamos resolver: tentamos identificar e resolver os pain points. E este tipo de testes permite não apenas entender quais são e onde estão os problemas, mas permite investigar as razões profundas desses problemas”, esclarece.

 

A Tangível é uma empresa de Coimbra que tem mais de 15 anos de experiência nesta área e que utiliza esta e outras metodologias para compreender os utilizadores. “A complementar este know how acumulado está uma permanente ‘ida’ aos utilizadores, ou seja, envolvemos sempre os utilizadores, tanto na parte mais de pesquisa das suas necessidades como nos testes de ideias que vamos tendo ao longo do caminho”, afirma André.

 

Para envolver os utilizadores podem ser conduzidos vários tipos de testes, dentro do UX Lab ou em contexto, no ambiente natural do utilizador (seja no trabalho ou em casa). Contudo, a preferência é pelo UX Lab, considerando que possui mais condições de observação em tempo real.

 

“Os consumidores têm novos hábitos, e a transformação digital não é apenas porque chegaram tecnologias novas, é também porque os consumidores mudaram a sua forma de escolha, e no passado a escolha de um produto ou serviço tinha muito a ver com preço e disponibilidade. O preço e a disponibilidade continuam a ser relevantes, mas hoje em dia está a ganhar cada vez mais importância a experiência, ou seja, as escolhas dos consumidores. Estes consumidores estão cada vez menos fiéis: tem muito a ver com preço, sim, disponibilidade, sim, mas cada vez mais com experiência”, refere André sobre o novo paradigma.

 

“Nós estamos a apostar no desenho de experiências que fazem com que os nossos clientes se diferenciem dos seus concorrentes, não apenas pelos argumentos normais de baixar preço ou ter uma marca mais forte, fazer mais publicidade ou estar presentes em mais centros comerciais, mas porque apresentam uma experiência melhor ao utilizador”, remata.

 

Sobre a Spark2D

A SPARK2D é uma nova empresa de consultoria especializada na Transformação Digital das organizações, que apoia os seus Clientes nas componentes de Digital Strategy, Customer Experience, Digital Operations e Digital Technology.

Disrupção ou Transformação Digital refere-se às profundas alterações produzidas pelo uso das tecnologias digitais em todos os aspetos do negócio, transformando de forma decisiva como as organizações trabalham e interagem com os seus clientes. As tecnologias chave desta mudança, e naturalmente o foco da empresa, são: Mobile, Redes Sociais, Big Data & Analytics, Cloud e Internet of Things.

 

 

Sobre a Tangível

A Tangível é pioneira em Portugal na área de UX (User Experience), contando com 14 anos de experiência. Com escritórios em Coimbra e Lisboa, a empresa desenha experiências de utilização que tornam os produtos e serviços mais fáceis de usar.

A Tangível conta com mais de 60 clientes, incluindo o Santander, Médis, MEO, Vodafone, Outsystems, Critical Software, feedzai, PC Diga, Deco Proteste, Thales, ANACOM e eSPap.

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