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Video and slides synchronized, mp3 and slide download available at http://bit.ly/10XzYfo. ...

Video and slides synchronized, mp3 and slide download available at http://bit.ly/10XzYfo.

Tomer Sharon discusses the psychology of attitude & behavior and shares tips for conducting a high-quality, impactful, and fast UX research. Filmed at qconsf.com.

Tomer Sharon is a User Experience Researcher at Google Search in New York City and author of the book, It's Our Research, that provides strategies and tactics for getting buy-in for UX research. He founded and led UXPA Israel and is the co-founder and organizer of leanUXmachine, a weekend of UX learning, collaboration, and mentorship for Israeli startups.

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High-quality, Impactful, Fast UX Research for Engineers High-quality, Impactful, Fast UX Research for Engineers Presentation Transcript

  • HIGH-QUALITY,IMPACTFUL, FASTUX RESEARCHFOR ENGINEERSTOMER SHARON, UX RESEARCHER, GOOGLE
  • Watch the video with slide synchronization on InfoQ.com! http://www.infoq.com/presentations /UX-Research InfoQ.com: News & Community Site• 750,000 unique visitors/month• Published in 4 languages (English, Chinese, Japanese and Brazilian Portuguese)• Post content from our QCon conferences• News 15-20 / week• Articles 3-4 / week• Presentations (videos) 12-15 / week• Interviews 2-3 / week• Books 1 / month
  • Presented at QCon San Francisco www.qconsf.comPurpose of QCon- to empower software development by facilitating the spread ofknowledge and innovationStrategy - practitioner-driven conference designed for YOU: influencers ofchange and innovation in your teams- speakers and topics driving the evolution and innovation- connecting and catalyzing the influencers and innovatorsHighlights- attended by more than 12,000 delegates since 2007- held in 9 cities worldwide View slide
  • @tsharon View slide
  • HIGH-QUALITY, IMPACTFUL, FAST UXRESEARCH FOR ENGINEERSPsychology of attitude & behavior1. High-quality noticeability test2. Impactful A/B usability study3. Fast, colorful collaboration tool
  • WHAT’S A HIGH-QUALITY, FAST, & IMPACTFUL UX RESEARCH?
  • FAST IGNORED CRAPPYHIGH-QUALITY IMPACTFUL SLOW
  • KEY
  • DON’T LISTEN TO USERS
  • OBSERVEBEHAVIOR
  • I DON’T LISTEN TOUSERS BECAUSE OFTHE PSYCHOLOGY OFATTITUDE & BEHAVIOR
  • STRONGRELATIONSHIPBETWEEN ATTITUDEAND BEHAVIOR
  • SOLDIER POSITIONS ON WAR PREDICTEDTHEIR QUALITY OF FIGHTING[STOUFFER, 1949]
  • PEOPLE’S ATTITUDE TOWARD A CERTAINCAR MODEL PREDICTED ITS SALES[BOGART, 1967]
  • STRONGRELATIONSHIPBETWEEN ATTITUDEAND BEHAVIOR
  • A CHINESE COUPLE VISITED 250 RESTAURANTS & HOTELSIN THE US AND GOT ONE REFUSAL TO BE SERVICED.A LETTER SENT TO THE SAME BUSINESSES ASKING IFTHEY WOULD SERVE CHINESE CUSTOMERS GOT AREFUSAL FROM 92%.[LAPIERRE, 1934]
  • STUDENTS WERE ASKED ABOUT THEIR ATTITUDE TOWARDCHEATING.A FEW WEEKS LATER, THEY WERE ASKED TO GRADE THEIROWN TESTS. THERE WAS CLOSE TO ZERO CORRELATIONBETWEEN ATTITUDE TOWARD CHEATING AND ACTUALCHEATING.[COREY, 1937]
  • TODAY  
  • MANY STUDIESFOUND NORELATIONSHIPBETWEEN ATTITUDEAND BEHAVIOR
  • SOCIAL PSYCHOLOGISTS STARTED ASKINGWHAT AFFECTS THERELATIONSHIPBETWEEN ATTITUDE& BEHAVIOR
  • 6
  • 1
  • ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OFMEASURMENT
  • 1ST PRINCIPLEA GENERAL ATTITUDEFORMS A GOOD BASISFOR PREDICTING A WIDESET OF BEHAVIORS
  • GENERAL ATTITUDETO WHAT EXTENT DOYOU CONSIDERYOURSELF A ‘SOCIALANIMAL’?
  • SPECIFIC BEHAVIORNUMBER OF FRINEDS,LIKES, COMMENTS,AND SHARES ONFACEBOOK
  • 2ND PRINCIPLEA SPECIFIC & UNIQUEATTITUDE MIGHTPREDICT A SPECIFIC &UNIQUE BEHAVIOR
  • GENERAL & SPECIFIC ATTITUDES OF MARRIEDWOMEN TOWARD USING THE PILL[DAVIDSON & JACCARD, 1979]
  • ATTITUDE CORRELATIONUSING BIRTH CONTROL 0.08THE PILL AS A BIRTH CONTROL 0.32USING THE PILL AS A BIRTH CONTROL 0.53USING THE PILL AS A BIRTH CONTROL IN THE 0.57NEXT 2 YEARS
  • 2
  • ATTITUDE-BEHAVIOR RELATIONSHIPTIME BETWEENMEASURMENTS
  • PRINCIPLEPOSITIVE CORRELATIONBETWEEN ATTITUDE &BEHAVIOR INCREASES IFMEASUREMENT TIME-DIFFERENCE IS SHORTER
  • REASONBECAUSE PEOPLE’SATTITUDES ARE NOTSTABLE AND CHANGEOVER TIME
  • HOW MANY TIMES DID A USER DRAW A SCREEN THEYWANT, ONLY TO REJECT IT 3 MONTHS AFTER IT?[AFTER YOU COMPLETED CODING THE DAMN THING]
  • 3
  • ATTITUDE-BEHAVIOR RELATIONSHIPWAY OF ACQUIRING ATTITUDE
  • JOEY, 10-YEARS-OLD, WANTS A VIDEO GAME HE PLAYED AT A FRIEND’SHOUSE; HIS FRIEND MARK HEARD ABOUT THIS GAME FROM JOEY; THEIRFRIEND ANDY SAW A COMMERCIAL FOR THAT GAME.WHO IS MORE LIKELY TO NAG THEIR PARENTS TO BUY THE GAME?
  • PRINCIPLEPAST EXPERIENCECLARIFIES ATTITUDEAND INCREASES ITSPOSITIVE CORRELATIONWITH BEHAVIOR
  • APPLICATION 1 TO UXIN USABILITY TESTING,ASK ABOUT OPINIONSONLY AFTER USERSACTUALLY EXPERIENCETHE PRODUCT
  • APPLICATION 2 TO UXASK ABOUT PASTEXPERIENCES RATHERTHAN PREDICTIONSOF THE FUTURE
  • 4
  • ATTITUDE-BEHAVIOR RELATIONSHIPCLARITY OF ATTITUDE
  • PRINCIPLEHIGH, POSITIVECORRELATION BETWEENATTITUDE & BEHAVIORINCREASES WHENATTITUDE IS CLEARER
  • STUDENTS PARTICIPATED IN ELECTION IF THEY HAD MOREINFORMATION ABOUT CANDIDATES COMPARED TO STUDENTSWHO WERE NOT VERY UP-TO-DATE WITH CANDIDATEINFORMATION.[DAVIDSON ET AL, 1985]
  • RESEARCHERS MEASURED PREGNANT WOMEN’S ATTITUDES TOWARDBREASTFEEDING, THEN MEASURED WHO OF THEM BREASTFED. ASTRONGER CORRELATION BETWEEN ATTITUDE & BEHAVIOR WAS FOUNDAMONG WOMEN WHO GAVE BIRTH BEFORE.[MANSTEAD, PROFFITT & SMART, 1983]
  • 5
  • ATTITUDE-BEHAVIOR RELATIONSHIPACCESSIBILITY OF ATTITUDE TO CONSCIENCE
  • PRINCIPLECONSCIENCE-ACCESSIBLEATTITUDE BETTERPREDICTS BEHAVIOR
  • COMPUTER GEEKS SPEND A LOT OF TIME THINKING ABOUT THEIR OWNCOMPUTER SOFTWARE PREFERENCES. PEOPLE’S ATTITUDES BETTERPREDICT BEHAVIOR WHEN THEY ARE ASKED OR HEAR ABOUT THEMREPEATEDLY.[POWELL & FAZIO, 1984, BORGIDA & CAMPBELL, 1982]
  • 6
  • ATTITUDE-BEHAVIOR RELATIONSHIPPERSONALITY
  • PRINCIPLEPEOPLE WITH HIGH SELFMONITORING DO NOTDEMONSTRATECONSISTENCY OFATTITUDE & BEHAVIOR
  • PEOPLE CONCERNED WITHTHEIR EXPRESSIVE SELF-PRESENTATION TEND TOCLOSELY MONITORTHEMSELVES TO ENSUREDESIRED PUBLICAPPEARANCES
  • IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OFPEOPLE WITH HIGH SELF-MONITORING SCORES.[SNYDER, 1974, 1979]
  • THIS IS WHY YOU SEESOME PEOPLE MISERABLYFAILING TO COMPLETETASKS IN A USABILITYTEST YET ARE ‘EXTREMELYSATISFIED’
  • WHAT DOESIT MEAN TOYOU?
  • DON’TASK WHATTHEY NEED
  • INSTEAD OBSERVEWHAT THEY DO
  • DON’T ASK WHAT ISTHEIR FEEDBACK
  • INSTEADWATCH THEM USE IT
  • HIGH-QUALITY
  • ONLY AN EYETRACKER CAN TELLIF USERS NOTICESTUFF
  • EYE TRACKERSARE NOT MINDREADERS
  • EYE TRACKERS ONLYTELL YOU WHEREPEOPLE LOOK,NOT WHAT THEYNOTICE
  • NOTICEABILITY TEST
  • NOTICEABILITY TESTA RESEARCH TECHNIQUEFOR LEARNINGWHETHER PEOPLENOTICE KEY ELEMENTSIN YOUR DESIGN
  • RESULTYOU GET ACRYSTAL-CLEARANSWER
  • HOW TOPRINT SCREENCUT ELEMENTS & NON-ELEMENTSMIXPREP BLANK PAPER & SCISSORS,SHARPIE AND TAPEONE KIT PER USER
  • HOW TOAFTER USERS COMPLETEA TASK ASK THEM TO RE-ASSEMBLE THE KEYSCREEN, SHUT UP, &WATCH WHAT HAPPENS
  • ANALYSISDID THEY PUT KEYELEMENTS IN PLACE?DID THEY LEAVE OUT WHATDOESN’T BELONG?DID THEY DRAW ELEMENTSTHAT WEREN’T THERE?
  • WHY IS IT HIGH-QUALITY?
  • IMPACTFUL
  • A/BUSABILITY STUDY*
  • LOOP11 (www.loop11.com/startups)
  • *THE BIG LIMITATION OF A STANDALONE A/B TEST IS THAT IT ONLY TELLS YOU WHAT, NOT WHY
  • A/B USABILITY TESTAN ONLINE RESEARCHTECHNIQUE DURING WHICHUSERS ARE ASKED TOCOMPLETE TASKS WHILE UXMETRICS ARE COLLECTEDBEHIND THE SCENES
  • RESULTSTHINGS TO KEEPOPPORTUNITIES FORIMPROVEMENTCOMPERATIVE DATA ABOUTSPEED, SUCCESS, &SATISFACTION
  • TASK EXAMPLEIMAGINE YOU ARE PLANNINGA VACATION IN BORA BORABETWEEN MAY 10 AND 20,2013, WITH YOUR SPOUSE.USE UNITED.COM TO BOOKYOUR FLIGHTS.
  • WHY IS ITIMPACTFUL?
  • FAST
  • COLORFULCOLLABORATION TOOL
  • THE RAINBOWSPREADSHEET
  • THE RAINBOW SPREADSHEETA SPREADSHEET WITHWHICH DATA COLLECTEDDURING A UX STUDY ISCENTRALLY DOCUMENTEDCOLLABORATIVELY BY ATEAM
  • THE SPREADSHEET SERVESAS THE CENTERPIECE FORLESSONS LEARNED FROMA STUDY AND LATER TURNSINTO THE FINAL REPORT
  • ADVANTAGESINVOLVES THE ENTIRE TEAMFAST TURNAROUND OF RESULTSCOMMITTMENT TO ACT ON RESULTSVISUAL INFO CLARIFIES WHAT’S IMPORTANTNO REPORT
  • goo.gl/w0zXw
  • WHY IS IT FAST?
  • RECAP
  • PSYCHOLOGY OF ATTITUDE & BEHAVIOR1.  Level of measurement2.  Time between measurements3.  Way of acquiring attitude4.  Clarity of attitude5.  Accessibility of attitude to conscience6.  Personality
  • HIGH-QUALITY, IMPACTFUL, FAST UXRESEARCH FOR ENGINEERS1. High-quality noticeability test2. Impactful A/B usability study3. Fast, colorful collaboration tool
  • FASTHIGH-QUALITY IMPACTFUL
  • DON’T LISTEN TO USERS
  • OBSERVEBEHAVIOR
  • THANK YOU @tsharon