User Research for startups@ bitspiration 2013, Krakow@bendressler
PsychologyMSc Maastricht UniversityGamesUsability AnalystShop Direct GroupUser ResearchUnited KingdomGermanySwedenThe Neth...
UK‘sbiggesthomeshoppingcompanyvery.co.ukLittlewoods.comisme.comKandco.comfashionelectricalsjewelleryfurnituretoysbeautybil...
UX
Tempting ways to design
by committee
by inspiration
by user request
A better way to design
by observingwhat your userscan easilyuse
User research……is a methodology to figure outhow wrong your assumptions are
You are smarterbecause…You are not aware of thatYour observations are biased
What they expectWhat they wantHow they want itdon‘tWhat they can‘tWhat they knowdon‘tdon‘tWhat theyperceivedon‘t
How wrong are you?How severe is that?
amount of wrong
Layer 1LanguageIntelligenceMemoryPerceptionMotor skillsContrastsColorsMovement HearingSpatialVerbalProceduralLogicTheory o...
Layer 2This is a linkEvery browser has a„back“ buttonGrayed out means„inactive“Tabs are independentbrowser windowsThe brow...
Layer 3The contacts sit in the headerRows full of blocks are deletedAll confirm buttons are orangeYou have to enable locat...
How big is your problem?
How unique is theproposition?Howtech-savyare users?RedditeBayFarmvilleLeague of LegendsSkypePhotoshopiPhonefacebookSPSSPok...
ViralityConversionMAUNPSBounceOpen wallet conversionRetentionCheckout dropoutAverage order valueFriends invitedAverage lif...
Not sure how?
Qualitative QuantitativeData levelResourcesrequiredClicktrackingLive surveyBiometricsControlled experimentsEyetrackingCard...
Qualitative QuantitativeData levelResourcesrequiredClicktrackingLive surveyBiometricsControlled experimentsEyetrackingCard...
Qualitative QuantitativeData levelResourcesrequiredClicktrackingLive surveyBiometricsControlled experimentsEyetrackingCard...
„About that research budget...“
Top 5 tasksSupports prioritisationRepresentativeness ofusers crucialKey Task Analysis
No costUser tasks requiredDifficult to simulate lack ofknowledge or skillCognitiveWalkthrough
All about observingPossibility to prompt or askMost major issues withfive usersUser Testing
Check for false affordancesPen & paper solutionsQuantify resultsClicktest
Open for ideationClosed for validationGather verbal feedbackCard Sorting
Analytics requiredFailing fastDoes not answer „why“Bigger samples neededSplit Testing
How to make magic happen
Triangulate!
Iterate!BadBetterGoodWorse
Start early!
Be creative!
Challenge accepted!
1. You are wrong2. Test your assumptions early3. Choose the right method4. Triangulate5. Iterate@bendressler
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
User Research @ Bitspiration2013
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User Research @ Bitspiration2013

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Why startups should be doing user research and how they can go about that. General overview and some tactical suggestions.

Published in: Design, Technology, Business
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  • Audience picture Start Ups? Investors? How many know what UX is How many practice UX How many put UX in their top 3 priorities Who had too much to drink and too little sleep?
  • Next: Example for concept stage website
  • Next: Example low add on sales uptake in checkout
  • Next: How to use these o make some magic happen
  • Analytics + User Research = Learn more about each
  • SDG examples: Returns and Pop up banner
  • User Research @ Bitspiration2013

    1. 1. User Research for startups@ bitspiration 2013, Krakow@bendressler
    2. 2. PsychologyMSc Maastricht UniversityGamesUsability AnalystShop Direct GroupUser ResearchUnited KingdomGermanySwedenThe Netherlands
    3. 3. UK‘sbiggesthomeshoppingcompanyvery.co.ukLittlewoods.comisme.comKandco.comfashionelectricalsjewelleryfurnituretoysbeautybillionrevenue£ 1.7$ 2.6€ 2.0 of which80%is generatedonline40%ofallsessionsmobile
    4. 4. UX
    5. 5. Tempting ways to design
    6. 6. by committee
    7. 7. by inspiration
    8. 8. by user request
    9. 9. A better way to design
    10. 10. by observingwhat your userscan easilyuse
    11. 11. User research……is a methodology to figure outhow wrong your assumptions are
    12. 12. You are smarterbecause…You are not aware of thatYour observations are biased
    13. 13. What they expectWhat they wantHow they want itdon‘tWhat they can‘tWhat they knowdon‘tdon‘tWhat theyperceivedon‘t
    14. 14. How wrong are you?How severe is that?
    15. 15. amount of wrong
    16. 16. Layer 1LanguageIntelligenceMemoryPerceptionMotor skillsContrastsColorsMovement HearingSpatialVerbalProceduralLogicTheory of mindProcessing speedRecognitionRecallSelf awarenessReflexesAiming CoordinationDecipheringProducing Interpretating
    17. 17. Layer 2This is a linkEvery browser has a„back“ buttonGrayed out means„inactive“Tabs are independentbrowser windowsThe browser sits on the computer and displays websitesX usually means „close this“T:thisisapathMouse cursor changes indicatepotential actions
    18. 18. Layer 3The contacts sit in the headerRows full of blocks are deletedAll confirm buttons are orangeYou have to enable location servicesThe circle button makes the avatar jumpSwipe with all fingers is differentLogout sits under settingsYou can turn off push notificationsThe cake is a lie
    19. 19. How big is your problem?
    20. 20. How unique is theproposition?Howtech-savyare users?RedditeBayFarmvilleLeague of LegendsSkypePhotoshopiPhonefacebookSPSSPoker trackerWorld of WarcraftTechcrunch.com9gag.comGoogleLinuxPebble WatchOuya
    21. 21. ViralityConversionMAUNPSBounceOpen wallet conversionRetentionCheckout dropoutAverage order valueFriends invitedAverage lifetime value
    22. 22. Not sure how?
    23. 23. Qualitative QuantitativeData levelResourcesrequiredClicktrackingLive surveyBiometricsControlled experimentsEyetrackingCard sort Web analyticsSurveyClicktestDiary studyTechcrunch.comUser testingGoogle Key task analysisSplit testingSession replayCognitive walkthrough
    24. 24. Qualitative QuantitativeData levelResourcesrequiredClicktrackingLive surveyBiometricsControlled experimentsEyetrackingCard sort Web analyticsSurveyClicktestDiary studyTechcrunch.comUser testingGoogleKey task analysisSplit testingSession replayCognitive walkthrough
    25. 25. Qualitative QuantitativeData levelResourcesrequiredClicktrackingLive surveyBiometricsControlled experimentsEyetrackingCard sortWeb analyticsSurveyClicktestDiary studyTechcrunch.comUser testingGoogleKey task analysisSplit testingSession replayCognitive walkthrough
    26. 26. „About that research budget...“
    27. 27. Top 5 tasksSupports prioritisationRepresentativeness ofusers crucialKey Task Analysis
    28. 28. No costUser tasks requiredDifficult to simulate lack ofknowledge or skillCognitiveWalkthrough
    29. 29. All about observingPossibility to prompt or askMost major issues withfive usersUser Testing
    30. 30. Check for false affordancesPen & paper solutionsQuantify resultsClicktest
    31. 31. Open for ideationClosed for validationGather verbal feedbackCard Sorting
    32. 32. Analytics requiredFailing fastDoes not answer „why“Bigger samples neededSplit Testing
    33. 33. How to make magic happen
    34. 34. Triangulate!
    35. 35. Iterate!BadBetterGoodWorse
    36. 36. Start early!
    37. 37. Be creative!
    38. 38. Challenge accepted!
    39. 39. 1. You are wrong2. Test your assumptions early3. Choose the right method4. Triangulate5. Iterate@bendressler
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