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.

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

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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 User Research @ Bitspiration2013 Presentation Transcript

  • User Research for startups@ bitspiration 2013, Krakow@bendressler
  • PsychologyMSc Maastricht UniversityGamesUsability AnalystShop Direct GroupUser ResearchUnited KingdomGermanySwedenThe Netherlands
  • UK‘sbiggesthomeshoppingcompanyvery.co.ukLittlewoods.comisme.comKandco.comfashionelectricalsjewelleryfurnituretoysbeautybillionrevenue£ 1.7$ 2.6€ 2.0 of which80%is generatedonline40%ofallsessionsmobile
  • 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 of mindProcessing speedRecognitionRecallSelf awarenessReflexesAiming CoordinationDecipheringProducing Interpretating
  • 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
  • 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
  • How big is your problem?
  • How unique is theproposition?Howtech-savyare users?RedditeBayFarmvilleLeague of LegendsSkypePhotoshopiPhonefacebookSPSSPoker trackerWorld of WarcraftTechcrunch.com9gag.comGoogleLinuxPebble WatchOuya
  • ViralityConversionMAUNPSBounceOpen wallet conversionRetentionCheckout dropoutAverage order valueFriends invitedAverage lifetime value
  • Not sure how?
  • Qualitative QuantitativeData levelResourcesrequiredClicktrackingLive surveyBiometricsControlled experimentsEyetrackingCard sort Web analyticsSurveyClicktestDiary studyTechcrunch.comUser testingGoogle Key task analysisSplit testingSession replayCognitive walkthrough
  • Qualitative QuantitativeData levelResourcesrequiredClicktrackingLive surveyBiometricsControlled experimentsEyetrackingCard sort Web analyticsSurveyClicktestDiary studyTechcrunch.comUser testingGoogleKey task analysisSplit testingSession replayCognitive walkthrough
  • Qualitative QuantitativeData levelResourcesrequiredClicktrackingLive surveyBiometricsControlled experimentsEyetrackingCard sortWeb analyticsSurveyClicktestDiary studyTechcrunch.comUser testingGoogleKey task analysisSplit testingSession replayCognitive walkthrough
  • „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