Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Table of Contents
Overview.......................................................................................................................................................................................................................................... 2 Test Objectives.............................................................................................................................................................................................................................. 3 Test Logistics.................................................................................................................................................................................................................................. 4 Testing Facilities and Schedule............................................................................................................................................................................................ 5 User Proles.................................................................................................................................................................................................................................. 6 Screener........................................................................................................................................................................................................................................... 7 Pre-Test Questions..................................................................................................................................................................................................................... 8 Post-Test Questions................................................................................................................................................................................................................... 9 Scenarios and Tasks for User Group 1............................................................................................................................................................................... 10 Script for User Group 1.............................................................................................................................................................................................................. 12 Scenarios and Tasks for User Group 2.............................................................................................................................................................................. 13 Script for User Group 2............................................................................................................................................................................................................
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Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Overview
The purpose of this document is to outline the strategic goals and actionable process to test the usability of the Jameson 1780 interactive experience. After launching the site in October and gathering analytics over the course of the last 3 months, several components of the site have been identi ed as areas where additional interface re nement would result in an improved user experience. In order to determine the most e ective ways in which the Jameson 1780 experience can increase Communication and user interactivity, a usability test will be implemented among a select sample of participants to gather insights and data around several perceived pressure points. These include but are not inherently limited to the onboarding experience, navigation and map layout, narrative messaging, and gameplay mechanics. At the end of the usability test the key learnings and observations will be compiled and re ned into an actionable report that will provide recommendations and next steps for how to best improve the site experience.

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Test Objectives
To understand how the site load time impacts a users decision to leave the experience before entering. To understand how the age gate impacts a users decision to leave the experience before entering. To determine how Facebook Connect a ects the onboarding process and overall site experience. To determine if the map interface and messaging provide an understanding of the purpose of the site. To determine if a user can successfully navigate between each interactive character experience. To determine how many clues a user would prefer. To understand when users feel lost in the system and the actions they take to reconnect. To determine whether a user prefers a more guided or free-form experience. To determine if any of the various site controls are problematic for user interaction. To determine whether users can understand the characters speaking without the use of subtitles. To determine if the mini-games are simple enough to understand and complete in their current state. To understand the e ect that the half-way message has on users in the experience. To determine whether a user wants to share content at the half-way point of the experience. To understand the desire that a user might have to skip to the end of the experience at any time. To determine the e ectiveness of the information given in helping users to guess the culprit. To determine how a user knows when it is time to guess the culprit.

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Test Logistics
The usability test will be conducted by a moderator familiar with the project and 15-20 total test subjects split into two user scenarios. Each session will test no less than 2 subjects and no more than 10. Participants will be recruited and screened based on their age, gender, education, experience with online gaming, whisky drinking habits, and a nity for the Jameson brand. The test will take place in an enclosed area and each participant will be provided with a seat at a workstation where they can comfortably navigate either a Windows or Apple laptop to the Jameson 1780 site, and a set of tasks to complete after the moderator has begun the test session. Each laptop will include a pre-installed software application to record the users actions on the screen, as well as audio and video captured from the webcam. This video documentation will be composited and included as a reference artifact in the usability report. In addition to video from each users computer, an overall recording of the test location itself will also be included as an output artifact. During the usability test the moderator will also be observation the participants and taking notes on any actions or reactions that might not be explicitly captured in the video recording output. These observations can include but are not limited to emotional responses like boredom or frustration, as well as points of confusion or tension in the overall experience. Each usability test session will be scheduled for one hour, during which time participants will be presented with a hypothetical scenario about the context behind why they are visiting the site and a series of tasks to complete related to their scenario. These tasks will be directly driven from the outlined objectives, and will utilize variant testing models among the two user groups to isolate and de ne user reactions to particular variables. In addition to a given set of tasks given, at the end of the testing experience participants will be asked a series of open ended questions meant to meet any test objectives that arent particularly easy to track in a task-oriented test environment. At the conclusion of the test all output artifacts will be compiled, analyzed, and edited into a usability report that provides actionable next steps for how to best improve the site experience given the timing and budget constraints inherent in the project lifecycle.

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Testing Facilities and Schedule

The usability tests will take place in a large conference room at Evolution Bureau that can comfortably seat up to 10 people. Participants will be provided with water, snacks, and other amenities that will help them to relax and focus on completing their usability tasks and questions quickly and completely. Participants will be recruited and screened from January 30th through February 10th. Usability testing will begin on February 13th and continue as needed through February 14th. Testing will be conducted throughout the work day and into the early evening based on schedule coordination of the participants. Participants will be provided with clear directions on how to get to the testing location and a parking voucher to park close by. Upon entering the conference room participants will nd a workstation consisting of a name placards, comprehensive task instructions, a set of pre-test questions, and a laptop computer. Participants will be aligned in a row to allow for easy recording of the entire room. The moderator will be staged in front of the participants in much the same way that the teacher stands at the head of a classroom to allow for easy transition between moderator-participant interaction and participant-computer interaction. Testing will begin with a brief introduction to the project, as well as a several pre-test questions that participants will answer on a physical questionnaire included at their workstation. At the conclusion of pre-test questions being answered, the moderator will introduce the scenario particular to a given user group, and ask the participants to begin completing their rst task. During this time the moderator will begin taking notes, and be largely inconspicuous outside of helping participants clarify a response or work through a given task. When each participant has successfully completed the task set in their scenario, they are instructed to begin answering the post-test questions. At the conclusion of the post-test questions, the moderator will gather the workstation materials, present the participants with their giftcard, and graciously thank them for their help. They will be given a takeaway tearsheet with agency contact information in the event that they have additional feedback to share.

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

User Proles
The Regular Whiskey Drinker enjoys drinking Whiskey on a monthly basis. But it doesnt have to be Jameson. He likes anything from Bushmills to Makers Mark. Hes been actively drinking whisky since his Frat days in the late 90s, and prefers it to other types of spirits. He had a stint playing Farmville quite a lot a few years back, but hasnt really played many other online games since. He has an XBox though, and is familiar with the things that make a great game. He is a regular poster to Facebook, and likes to keep up with his college buddies and accountant coworkers online. The Regular Jameson Drinker enjoys drinking Jameson Whiskey on a monthly basis. Hes familiar with what makes Jameson special, but also enjoys other whisky or spirits on occasion. Hes a college educated 20-something who actively plays online games, but isnt highly skilled or especially interested in becoming an expert at whatever Facebook game might launch next. Hell share something really incredible with his social network pro le if he sees it, but is not an overly active content creator. He doesnt work in the computer industry, but has plenty of experience online. The Jameson Fanatic is highly engaged with all things Jameson, and is extremely likely to share or post things about Jameson to their social network pro les. He bleeds green, and has since he nished college a few years back. Hes played at least a few casual social games in the last six months, and is always willing to try out a new game - especially if its for one of his favorite brands. Hes uent with computers and navigating the internet, but doesnt work in the online or digital media industry. Hes grown up with computers and video games though, and knows what he likes in entertainment.

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Screener
Do you have an active Facebook account? (If answer is no, abort) Do you work in the gaming or online media industry? (If answer is yes, abort) Have you graduated from a college or university? (If answer is no, abort) Are you a male between 25-34 years old? (If answer is no, abort) How long have you been using the internet? (If less than 3 years, abort) How often do you play games on Facebook, XBox, or other internet-enabled devices? (If less than once every 6 months, abort) Do you drink spirits at least once a month? (If answer is no, abort) Do you drink whisky at least once a month? (If answer is no abort) Which of the following brands would you never consider buying? JD, Crown Royal, Makers Mark, Patron, Jameson, Bushmills, Johnnie Walker, Absolut, Smirno , or Captain Morgan? (If answer is Jameson, abort) Do you drink Jameson at least once a month? (Need 50% to answer yes)

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Pre-Test Questions
What online games do you play, and what do you like most about them? How often do you post photos, videos, or status updates to Facebook? If Jameson created an online game, what are some features that you hope it would include? What makes you want to share something to Facebook? Have you ever used Connect with Facebook to log in to a website? If not, why? What kind of computer do you regularly access the internet on? How many Facebook friends do you have? When using the Internet or Facebook, do you normally have the sound turned on? Where and when do you regularly access Facebook? What device do you normally access the Internet or Facebook on?

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Post-Test Questions
What were your overall impressions of the game? you like most about them? online games do you play, and what do Rate is your favorite alcoholic drink, and how often do you is great Whatyour experience with Jameson 1780 on a scale of 1-10, where 10have it? and 1 is bad. What did you like most about the videos, or How often do you post photos,experience? status updates to Facebook? What would you like to a game that asks you to solve Would you like to playchange most about the experience? a mystery involving your Facebook friends? Did you think it was an online game, to nd the culprit? If Jameson created too hard or too easywhat are some features that you hope it would include? Did you have good understanding of the purpose of the site? What makes ayou want to share something to Facebook? Did you you where to go to Why do knowplay games? next at the end of each encounter with a character? Did you ever feel lost? If so, what did Facebook to log in to a website? Have you ever used Connect withyou do to nd your way back into the right part of the game? Do you like of computer do character to character, or internet prefer What kind being guided from you regularly access thewould youon? a more free-form route? Did you know where the controls were, and how to use each one? (Additional questions TBD) Did you understand the characters speaking? If not, would subtitles help? Was the arm-wrestling mini-game simple to understand and complete? What reaction did you have to learning you were half-way through the game? Would you like a skip to the end button? Is the darts game di cult to understand or complete? Did you know how to solve the quandary?

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Scenario and Tasks for User Group 1

Note: The order games do you play, best what do you like user would progress through the experience. During their rst What onlineof tasks outlined below is theand case scenario for how a most about them? attempt, they will be read an open-ended script that doesnt explicitly outline how to complete certain tasks and only provided with help on the user actions necessary to complete a task if they are unable to progress without it. During the second attempt, they will have an opportuWhatsee the task lists explicitly in order to better and how often do you havetheir actual actions and their expected actions. nity to is your favorite alcoholic drink, determine any disconnects between it?

Over the weekend, you log in to Facebook and notice that a friend has posted a link to their pro le indicating that How often do you post photos, videos, or status updates to Facebook? theyve taken part in an interactive Jameson game using their Facebook friends information. Since its Saturday and you have plenty of time to kill, you click the URL link from the post and arrive at the Jameson1780 website. Would you like to play a game that asks you to solve a mystery involving your Facebook friends?

Task 1: Sign in using Facebook connect User Actions: If Jameson created an online game, what are some features that you hope it would include?
1. From the landing page, click on Login with Facebook. 2. Enter your Facebook email and password on the Facebook? What makes you want to share something to popup window, and click Log In.

Follow-up Questions:

1. Was there enough information given about why its better to log in through Facebook? Why do you play games? 2. Would you have been more likely to use the site if it didnt require a Facebook log in? Have2: Visit the Harpist Task you ever used Connect with Facebook to log in to a website?

User Actions:

What kindthe close button on theregularly access the internet on? 1. Click on of computer do you legend popup window. 2. Visit the rst Dubliner by clicking on The Harpist button. (Additional questions TBD)return to the map. 3. Watch the video clue, and

Follow-up Questions:
1. Was it clear which map element should be clicked on in order to gather a clue? 2. What e ect did the To do in Dublin menu have in your ability to navigate through the clues? 3. What other information did you expect see on the map to help you navigate through the clues? 4. Did you notice that the video contained a clue about the who stole the Jameson barrel? 5. Did you realize that the clue you received was stored in the clues section of the site?

Task 3: Arm Wrestle with the Cook. User Actions:

1. From the map, click on The Cook button. 2. From the popup window, click Play and accept the cooks challenge. 3. Press the left arrow key rapidly to try and beat the cook.

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Scenario and Tasks for User Group 1, Continued

What online games do you play, and what do you like most about them? Follow-up Questions: 1. Was it clear how to complete the arm wrestling challenge from a navigation perspective? What is yourdi cult oralcoholic drink, and how often do you have it? 2. Was it too favorite too easy to complete the challenge? 3. Was the game too long, slow to play, or boring? How often do you post photos, while theor status updates to Facebook? 4. Would you prefer a skip button videos, cook is talking?

Task 4: Go to see the Servant Girl Would you like to play a game that asks you to solve a mystery involving your Facebook friends? User Actions:
1. From the popup window, click Close to return to the map. If Jameson created an online game, what are some features that you hope it would include?

Follow-up Questions:

1. Was it bene cial to learn that you had completed half of the game? What makes you want to share something to Facebook? 2. What were your expectations for the game experience, and were they met at the half-way point? 3. Would you have shared the game with your Facebook friends at this point? Why do you play games?

Task 5: Converse with the Librarian and visit the Clues trunk. User you ever Have Actions: used Connect with Facebook to log in to a website?
1. From the To do in Dublin menu, click Converse with the Librarian link. 2. Watch the video clue, and you regularly access the internet on? What kind of computer doreturn to the map. 3. Click on the Clues link at the bottom of the screen. 4. From the questions TBD) (AdditionalClues screen, click on one of the images inside of the trunk to view it. 5. Click on the Close button on the popup window to return to the Clues screen. 6. Click on the Close button on the trunk to return to the map.

Follow-up Questions:
1. Was it bene cial to revisit the clues that you had gathered in the game? 2. Were you ready to see a list of potential culprits at this point of the game? 3. Was it clear how you would guess who was the culprit?

Task 6: See a list of possible Culprits. User Actions:

1. From the map, click on the Solve the Quandary link at the bottom of the screen. 2. Scan the list of your Facebook friends, remembering the clues youve learned about them. 3. Click the circular map image at the bottom left part of the screen.

Follow-up Questions:
1. Was it easy to determine who the friends were in the book image?

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Scenario and Tasks for User Group 1, Continued

2. Did you know who do culprit was at this point you game? What online games the you play, and what doof thelike most about them? 3. Was it clear that the circular map image that you clicked on would return you to the map? 4. Would you favorite alcoholic obvious hints to often do you have it? What is your have preferred moredrink, and how the culprit?

Task 6: Call on the Chimney Sweep. How often do you post photos, videos, or status updates to Facebook? User Actions:
1. From the map, click on The Chimney Sweep button. Would you like to play a game that asks you to solve a mystery involving your Facebook friends? 2. Watch the video clue, and return to the map.

Follow-up Questions:

If Jameson created an online game, what are some features that you hope it would include? 1. Was it clear which element on the map was the link to the next clue? 2. What other information would make it easier to navigate between clues? What makes you want to share something to Facebook?

Task 7: Play a game of darts with the Bartender. User do you play games? Why Actions:
1. Click on the Play button on the popup window to begin the game. 2. Press theever used Connect with Facebookmarker is over the center of the dartboard. Have you spacebar key to re the dart when the to log in to a website? 3. Click on the Close button on the Return to the Distillery popup window.

Follow-up Questions: do you regularly access the internet on? What kind of computer
1. Were the instructions clear on how to play darts? 2. Was it tooquestions TBD) (Additional di cult or too easy to complete the challenge? 3. Was it clear on the next steps you would take to guess who was the culprit? 4. Do you think the darts game is too slow, long, boring, or irritating?

Task 8: Guess the Culprit. User Actions:

1. From the map, click on The Distiller button. 2. Click on the images of one of your Facebook friends to name them as the culprit. 3. If an incorrect guess was given, click on the Travel to the Fortune Tellers for a Hint button. 4. Click on the Facebook friend images until a correct guess is given.

Follow-up Questions:
1. Was it clear how to guess who was the culprit, and was it too di cult or easy to complete? 2. Were you motivated to share the confession letter on Facebook, and if not what would motivate you? 3. Was it clear on the next steps you would take to guess who was the culprit?

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Script for User Group 1

1. Over the weekend, do log play, and what notice like most about them? What online games you youin to Facebook anddo you that a friend has posted a link to their pro le indicating that theyve taken part in an interactive Jameson game using their Facebook friends information. Since its Saturday and you have plenty of time to kill, you click and how often do you have it? What is your favorite alcoholic drink,the URL link from the post and arrive at the Jameson1780 website. 2. You decide that youd photos, in to the site using Facebook in order to have How often do you postlike to log videos, or status updates to Facebook? a richer experience. You click Log In with Facebook and follow the instructions in the popup window. Would you like to play a game that asks you to solve a mystery involving your Facebook friends? 3. Watch the intro video and after scanning the legend, begin to question the Dubliners by visiting The Harpist. If Jameson created an online game, what are some features that you hope it would include? 4. Return to the map, and visit the next Dubliner on the list. Listen to the intro video from the cook, and accept his challenge to arm wrestle. What makes you want to share something to Facebook? 5. After you play games? Why doreturning to the map, go to see the servant girl. Go back to the map and continue to question Dubliners. 6. Gather third clue Connect with Facebook to log in to a website? Have youa ever usedfrom The Librarian, and revisit the clues youve seen so far. 7. After reviewing the clues youve gathered access the internet on? What kind of computer do you regularly and returning to the map, you decide you want to take a look at all of the possible culprits. (Additional questions TBD) 8. Look at a list of possible culprits, and return to the map to gather your nal two clues. 9. Visiting the bartender, and accept his challenge to play a dart game. 10. After gathering all of the clues, its now time to guess who the culprit is. 11. If you guess incorrectly, visit the Fortune Tellers for a hint. 12. After identifying the culprit, read the confession letter.

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Scenario and Tasks for User Group 2

Note: The order games do you play, best what do you like user would progress through the experience. During their rst What onlineof tasks outlined below is theand case scenario for how a most about them? attempt, they will be read an open-ended script that doesnt explicitly outline how to complete certain tasks and only provided with help on the user actions necessary to complete a task if they are unable to progress without it. During the second attempt, they will have an opportuWhatsee the task lists explicitly in order to better and how often do you havetheir actual actions and their expected actions. nity to is your favorite alcoholic drink, determine any disconnects between it?

During your lunch break, you log in to Facebook and notice that a friend has posted a link to their pro le indicating Howtheyve do you post photos, videos, or status updates to Facebook friends that often taken part in an interactive Jameson game using their Facebook? information. Since you have a few minutes to kill, you click the URL link from the post and arrive at the Would you like to play a game that asks you to solve a mystery involving your Facebook friends? Jameson1780 website.

Task 1: Sign in by entering your date of birth If Jameson created an online game, what are some features that you hope it would include? User Actions:
1. From the landing page, click on Enter your Date of Birth. What makes you want to share something to Facebook? 2. Select a country, enter your birthday, and click Enter to log in to the experience.

Follow-up Questions:

Why do you play games? 1. Was there enough information given to make you want to log in through Facebook? 2. Would you have been more likely to use the site if you were asked to log in through Facebook? Have you ever used Connect with Facebook to log in to a website?

Task 2: Visit the Harpist User kind of WhatActions: computer do you regularly access the internet on?
1. Click on the close button on the legend popup window. 2. Visit the rst Dubliner by (Additional questions TBD)clicking on The Harpist button. 3. Watch the video clue, and return to the map.

Follow-up Questions:
1. Was it clear which map element should be clicked on in order to gather a clue? 3. What other information did you expect see on the map to help you navigate through the clues? 4. Did you notice that the video contained a clue about the who stole the Jameson barrel? 5. Did you realize that the clue you received was stored in the clues section of the site?

Task 3: Arm Wrestle with the Cook User Actions:

1. From the map, click on The Cook button. 2. From the popup window, click Play and accept the cooks challenge. 3. Press the left arrow key rapidly to try and beat the cook.

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Scenario and Tasks for User Group 2, Continued

What online games do you play, and what do you like most about them? Follow-up Questions: 1. Was it clear how to complete the arm wrestling challenge from a navigation perspective? What is yourdi cult oralcoholic drink, and how often do you have it? 2. Was it too favorite too easy to complete the challenge?

Task 4: Go to see the Servant Girl How often do you post photos, videos, or status updates to Facebook? User Actions:
1. From the popup window, click Close to return to the map. Would you like to play a game that asks you to solve a mystery involving your Facebook friends?

Follow-up Questions:

1. Was it clear after visiting the servant girl what the next steps in the game were? If Jameson created an online game, what are some features that you hope it would include? 2. What were your expectations for the game experience, and have they been met thus far?

Task makes you with to share something to the Clues What4: Converse want the Librarian and visit Facebook?trunk User Actions:
1. From you play games? Why dothe To do in Dublin menu, click Converse with the Librarian link. 2. Watch the video clue, and return to the map. 3. Click on ever used Connect with Facebook to Have you the Clues link at the bottom of the screen.log in to a website?

Follow-up Questions: 1. Was it benecial to learn that you needed to the internet on? What kind of computer do you regularly access log in to Facebook to solve the quandary 2. Were you still motivated to continue the game knowing you couldnt complete it without Facebook?
(Additional questions TBD) User Group 2 now begins the Scenario set for User Group 1.

Jameson 1780 Usability Test Plan

Prepared By Chris Znerold

Script for User Group 2

1. During your lunch break, you log and what do you like that about has posted a link to their pro le indicating What online games do you play,in to Facebook and noticemost a friend them? that theyve taken part in an interactive Jameson game using their Facebook friends information. Since you alcoholic drink, and how often the URL link from What is your favoritehave a few minutes to kill, you clickdo you have it? the post and arrive at the Jameson1780 website. How often do you post photos, videos, or status updates to Facebook? 2. You decide that youd like to log in to the site without using Facebook since youll only be here for a few minutes and dont want to share a game that asks you to solve a You click Enter Your Date of Birth and follow Would you like to playyour activity with the social network.mystery involving your Facebook friends? the instructions to enter the site. If Jameson created an online game, what are some features that you hope it would include? 3. Watch the intro video and after scanning the legend, begin to question the Dubliners by visiting The Harpist. What makes you want to share something to Facebook? 4. Return to the map, and visit the next Dubliner on the list. Listen to the intro video from the cook, and accept his challenge to arm wrestle. Why do you play games? 5. After returning to the map, go with the servant girl. Go back to the map Have you ever used Connect to seeFacebook to log in to a website? and continue to question Dubliners. 6. Gather a of computer The Librarian, and navigate to the clues chest What kind third clue fromdo you regularly access the internet on? on the bottom of the screen. 7. After learning that you cannot solve the quandary without logging in with Facebook, log in with your Facebook (Additional questions TBD) credentials and begin the Group 1 User Scenario. 8. Look at a list of possible culprits, and return to the map to gather your nal two clues. 9. Visiting the bartender, and accept his challenge to play a dart game. 10. After gathering all of the clues, its now time to guess who the culprit is. 11. If you guess incorrectly, visit the Fortune Tellers for a hint. 12. After identifying the culprit, read the confession letter.