user research
fast & cheap
John Douglass
Photo: ahearnecyclespdx.blogspot.com
Google+
Agenda
METHODS
Measuring Success
Why User Research?
6 Fast & Cheap Methods
Applications
Questions
INTRO
IMPLEMENTATION
How do you measure the success
of your sites and apps?
How can user research help?
Images: 123RF.com | amadarose.co.uk
A process to study behavior
Why is it important?
Pain Squad: keeping sick kids focused
Image: aiga.com
90% compliance rate (unheard of!)
Higher quality reports
Scaling internationally
Image: aiga.com
Amazon’s $300 million button
# of customers went up by 45%
extra $15 million the first month
$300 million by end of year
Quantitative - how many or how much
Flickr: Anirudh Koul
Qualitative - why or how to fix a problem
All this sounds expensive
and time-consuming.
Hidden Gems
Stuart Chalmers, flickr
Hidden Gems
Dig up user insights floating around the organization.
Go hunting for
* Search logs / analytics
* Dept or agenc...
Hidden Gems
Benefits
* Little preparation needed
* Makes allies, gets you closer to stakeholders
Pro Tips
* Set time limits...
Heuristics Reviews
Flickr: Official U.S. Air Force
Heuristics Reviews
Ensure optimal usability by assessing against a
predefined set of guidelines.
Method
* Determine your sc...
Heuristics Reviews
Benefits
Can conduct quickly: from a few hours to 1-2 days tops.
Pro Tips
* Have a colleague conduct a s...
Cognitive Walkthroughs
Flickr: seantoyer
Cognitive Walkthroughs
Group inspection to discover how easy it is for new
users to accomplish tasks with the system
Metho...
Cognitive Walkthroughs
* Do participants know what to do at this step?
* If the participants do the right thing, do they k...
Cognitive Walkthroughs
Benefits
Can conduct at any stage of development: wireframes
or design mocks work well.
Pro Tips
* K...
Lightning Surveys
Flickr: Thomas Hawk
Lightning Surveys
Use Google Consumer Surveys to find preferences,
opinions, behavior and beliefs.
Method
(1) Scope questio...
Lightning Surveys
Benefits
* Can take as little as 10 minutes to deploy. Days to get
results.
* Awesome graphs and data man...
Remote Recruiting
Flickr: A.Davey
Remote Recruiting
Intercept users of your site or immediately respond to
mentions on social media. All in real time. Creat...
Remote Recruiting
Benefits
* MUCH cheaper than recruiting agencies. Can use
database for other methods: interviews, testing...
Unmoderated Testing
Flickr: Ed Yourdon
Unmoderated Testing
Have users complete tasks and answer questions on
your site or on competitors. Recommend Loop11.com.
M...
Unmoderated Testing - Loop11
Benefits
* Support available throughout the process.
* Available for iPad and iPhone.
* Can ru...
Hidden Gems - uncovering insights in own org
Heuristics Reviews - expert review using guidelines
Cognitive Walkthrough - g...
Be Inclusive
Dump Brains
Stay Childlike
Use Snack Sizes
Principles to get most from methods
It’s Our Research
(Sharon)
Going Deeper
Remote Research
(Bolt, Tulathimutte)
Observing the
User Experience
(Goodman et. al...
Questions?
Thank you! Get at me...
John Douglass
Google+ http://goo.gl/DwvXH
Twitter @JDouglass
User Research Fast & Cheap
User Research Fast & Cheap
User Research Fast & Cheap
User Research Fast & Cheap
User Research Fast & Cheap
User Research Fast & Cheap
User Research Fast & Cheap
User Research Fast & Cheap
User Research Fast & Cheap
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User Research Fast & Cheap

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You don’t need a big budget, weeks of time or special labs to get user insights quickly and inexpensively. We’ll discuss how you can meet your goals, improve your products and make informed decisions through user research. Usability testing (remote & in-person), interviews, surveys and analytics are a few methods we’ll review, particularly in the context of your own business challenges and user questions.

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User Research Fast & Cheap

  1. 1. user research fast & cheap John Douglass Photo: ahearnecyclespdx.blogspot.com
  2. 2. Google+
  3. 3. Agenda METHODS Measuring Success Why User Research? 6 Fast & Cheap Methods Applications Questions INTRO IMPLEMENTATION
  4. 4. How do you measure the success of your sites and apps?
  5. 5. How can user research help? Images: 123RF.com | amadarose.co.uk
  6. 6. A process to study behavior
  7. 7. Why is it important?
  8. 8. Pain Squad: keeping sick kids focused Image: aiga.com
  9. 9. 90% compliance rate (unheard of!) Higher quality reports Scaling internationally Image: aiga.com
  10. 10. Amazon’s $300 million button
  11. 11. # of customers went up by 45% extra $15 million the first month $300 million by end of year
  12. 12. Quantitative - how many or how much Flickr: Anirudh Koul
  13. 13. Qualitative - why or how to fix a problem
  14. 14. All this sounds expensive and time-consuming.
  15. 15. Hidden Gems Stuart Chalmers, flickr
  16. 16. Hidden Gems Dig up user insights floating around the organization. Go hunting for * Search logs / analytics * Dept or agency reports - marketing, PR, comms * CRM application data (Salesforce) * Logs from call center * Information surrogates - volunteers, fundraisers Ask others * What’s surprising to you? What do our users want?
  17. 17. Hidden Gems Benefits * Little preparation needed * Makes allies, gets you closer to stakeholders Pro Tips * Set time limits for each source, break up reviews * Put findings on stickies, organize into groups over time
  18. 18. Heuristics Reviews Flickr: Official U.S. Air Force
  19. 19. Heuristics Reviews Ensure optimal usability by assessing against a predefined set of guidelines. Method * Determine your scope: entire app, forms, content, etc. * Choose a set of guidelines. Ex: http://goo.gl/GmAUi * Document applicable guidelines and whether your product conforms * Use “yes/no” or scales of severity (1-5)
  20. 20. Heuristics Reviews Benefits Can conduct quickly: from a few hours to 1-2 days tops. Pro Tips * Have a colleague conduct a separate review. Compare and discuss. * Conduct the review (or a part of it) in front of key stakeholders. * Focus on “top 5” list and assign to responsible parties.
  21. 21. Cognitive Walkthroughs Flickr: seantoyer
  22. 22. Cognitive Walkthroughs Group inspection to discover how easy it is for new users to accomplish tasks with the system Method (1) Scope a task - donation flow, sign-up, searching, etc. (2) Write down the “happy path” (3) Recruit 2-4 colleagues not on the web team. New employees, volunteers, support staff work well. (4) Schedule 1-hour session w/ colleague participants and key stakeholders (designer, developer and/or PM) as observers . (5) Ask stakeholders to look out for 2 things...
  23. 23. Cognitive Walkthroughs * Do participants know what to do at this step? * If the participants do the right thing, do they know that they did the right thing, and are making progress towards their goal?
  24. 24. Cognitive Walkthroughs Benefits Can conduct at any stage of development: wireframes or design mocks work well. Pro Tips * Keep the scope manageable, no more than 1-2 tasks. * Hold pre-briefing for stakeholder observers to deflect design defensiveness, establish leadership of moderator. * Brief after the session on what people took away. * Focus on top 5 issues
  25. 25. Lightning Surveys Flickr: Thomas Hawk
  26. 26. Lightning Surveys Use Google Consumer Surveys to find preferences, opinions, behavior and beliefs. Method (1) Scope question(s): “which logo is better?”, “how many people have heard of our product?”, “which services are most important to our key demographic?” (2) Scope an audience: general US population, doctors only, people who are familiar with your product, etc. (3) Write questions following best practices, see goo.gl/ohPHY
  27. 27. Lightning Surveys Benefits * Can take as little as 10 minutes to deploy. Days to get results. * Awesome graphs and data manipulation. * Statistically accurate. Pro Tips * Field questions with key stakeholders before the test for buy-in. * Print graphs and put around the office to socialize findings.
  28. 28. Remote Recruiting Flickr: A.Davey
  29. 29. Remote Recruiting Intercept users of your site or immediately respond to mentions on social media. All in real time. Create a participant database. Method (1) Determine the type of user you’d like to target. Write questions to screen out broader audiences. (2) Use Ethn.io to add screener to your site or you can send out a link via email, social channels. (3) Use your database of users for whatever you want: live remote interviews, surveys, in-person testing, etc.
  30. 30. Remote Recruiting Benefits * MUCH cheaper than recruiting agencies. Can use database for other methods: interviews, testing, etc. * Recruit people who are real users of your sites/apps, not just those who say they are. Pro Tips * Check with your legal dept to clear compensation and non-disclosure documents, when you interview/test. * Read the book Remote Research (Bolt, Tulathimutte) goo.gl/uIvxe. Good guides/scripts and tech advice.
  31. 31. Unmoderated Testing Flickr: Ed Yourdon
  32. 32. Unmoderated Testing Have users complete tasks and answer questions on your site or on competitors. Recommend Loop11.com. Method (1) Determine which tasks / sections your team wants usability feedback on. (2) Write 5-10 task scenarios that have users attempting realistic tasks in which they interact with the parts of the application you want to test. (3) Send link to recruits (from Ethnio, other databases). (4) Launch project and analyze results.
  33. 33. Unmoderated Testing - Loop11 Benefits * Support available throughout the process. * Available for iPad and iPhone. * Can run a test on ANY website. No code to embed. * Pricing for non-profits ~$158 / month or 1-time use $350. Pro Tips * Setup monthly benchmarking to evaluate changes over time. Let it run on “auto-pilot”, analyze for a few hours each month.
  34. 34. Hidden Gems - uncovering insights in own org Heuristics Reviews - expert review using guidelines Cognitive Walkthrough - group review by task Lightening Surveys - consumer surveys in minutes Remote Recruiting - Ethnio to recruit a database Unmoderated Testing - Loop11 for testing tasks
  35. 35. Be Inclusive Dump Brains Stay Childlike Use Snack Sizes Principles to get most from methods
  36. 36. It’s Our Research (Sharon) Going Deeper Remote Research (Bolt, Tulathimutte) Observing the User Experience (Goodman et. al.) More remote research tools: http://remoteresear.ch/tools/
  37. 37. Questions? Thank you! Get at me... John Douglass Google+ http://goo.gl/DwvXH Twitter @JDouglass

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