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Which research when


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Learn which type of rees

Learn which type of rees

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  • 1. You’re Doing The Wrong Research Laura Klein @lauraklein http://www.usersknow.comWednesday, December 5, 2012
  • 2. @lauraklein GET OUT OF THE BUILDING!Wednesday, December 5, 2012
  • 3. @lauraklein What You Expect 1. Get out of the building 2. Talk to “users” 3. ProfitWednesday, December 5, 2012
  • 4. @lauraklein What Really Happens 1. Get out of the building 2. [A lot of really hard work] 3. Profit????Wednesday, December 5, 2012
  • 5. @lauraklein Let’s figure out that middle bit...Wednesday, December 5, 2012
  • 6. @lauraklein How Many Ways Are You Listening To Users? Did you know that there are dozens of ways to do this?Wednesday, December 5, 2012
  • 7. @lauraklein Here Are A Few Of Them Landing Pages Product Stubs (Fake Doors) Guerilla User Tests Task Based Usability Wizard of Oz Brain Imaging (yes, really!) Analytics New User Interviews A/B Testing Customer Development Interviews Prototype Usability Observational Usability Sales Click Tests NPS Surveys Unmoderated Testing Focus Groups SurveysWednesday, December 5, 2012
  • 8. @lauraklein I’m not going to teach you how to do all of those today. (You’re welcome.)Wednesday, December 5, 2012
  • 9. @lauraklein What you want to learn determines the type of research you need to do!Wednesday, December 5, 2012
  • 10. @lauraklein You Only Need To Know About Two Types Of Research* Generative & Evaluative *for nowWednesday, December 5, 2012
  • 11. @lauraklein Generative Research You want to know what to do next.Wednesday, December 5, 2012
  • 12. @lauraklein You Don’t Have An Idea Find a great idea by learning about problems within specific markets. Best Methods: •Contextual Inquiry •Customer Development InterviewsWednesday, December 5, 2012
  • 13. @lauraklein Like ThisWednesday, December 5, 2012
  • 14. @lauraklein You Have A Great Idea (maybe) Learn more about your potential customers and figure out what’s necessary for an MVP. Best Methods: •Contextual Inquiry •Customer Development Interviews •Observational Studies of Competitive ProductsWednesday, December 5, 2012
  • 15. @lauraklein Like ThisWednesday, December 5, 2012
  • 16. @lauraklein You Have An MVP & Want To Know How People Use It Understand more about your users and what they’re really doing with your product. Best Methods: •Observational Studies •Diary Studies •AnalyticsWednesday, December 5, 2012
  • 17. @lauraklein Like ThisWednesday, December 5, 2012
  • 18. @lauraklein Or ThisWednesday, December 5, 2012
  • 19. @lauraklein See A Pattern? Generative research is about Generating Ideas.Wednesday, December 5, 2012
  • 20. @lauraklein Evaluative Research You want to know if what you did was right.Wednesday, December 5, 2012
  • 21. @lauraklein You’re Doing A Redesign & Want To Make Sure It’s Better See whether users can perform key tasks in your product easily and without confusion. Best Methods: •Task Based Usability Tests •Observation of Interactive PrototypesWednesday, December 5, 2012
  • 22. @lauraklein Like ThisWednesday, December 5, 2012
  • 23. @lauraklein You Created A New Landing Page & Want To Test Messaging Understand whether users really understand your new tag line, and whether your messaging conveys what you think it should. Best Methods: •Five Second Tests •Guerilla Usability •A/B TestsWednesday, December 5, 2012
  • 24. @lauraklein Like ThisWednesday, December 5, 2012
  • 25. @lauraklein You’re Thinking Of Adding A Feature Validate whether or not it’s a good idea before spending time designing and building it. Best Methods: •Feature Stubs (Fake Doors) •Wizard of Oz FeaturesWednesday, December 5, 2012
  • 26. @lauraklein Like This “This feature is coming soon!”Wednesday, December 5, 2012
  • 27. @lauraklein You Added A Feature & Want To Know The Impact Learn whether your changes improve both the user experience and your key business metrics. Best Methods: •Customer Interviews •Observation Studies •A/B Test Against Control •AnalyticsWednesday, December 5, 2012
  • 28. @lauraklein Like ThisWednesday, December 5, 2012
  • 29. @lauraklein See A Pattern? Evaluative research is about Validating Hypotheses.Wednesday, December 5, 2012
  • 30. @laurakleinDid you notice that some methods are quantitative? That’s because Qualitative Research sucks for some things.Wednesday, December 5, 2012
  • 31. @lauraklein Quantitative Research tells you what. Qualitative Research tells you why.Wednesday, December 5, 2012
  • 32. @lauraklein Some Common QuestionsWednesday, December 5, 2012
  • 33. @lauraklein What Are Some Good Research Methods That Don’t Involve People Outside The Company? (This page intentionally left blank)Wednesday, December 5, 2012
  • 34. @lauraklein But What If I’m Solving My Own Problem? That depends. How many of you are there?Wednesday, December 5, 2012
  • 35. @lauraklein What If I Don’t Have Any Users? Get some.Wednesday, December 5, 2012
  • 36. @lauraklein But What If I Can’t Get Enough Users For Quantitative Research? Rely more heavily on Qualitative Research.Wednesday, December 5, 2012
  • 37. Ok, Your TurnWednesday, December 5, 2012
  • 38. @lauraklein Exercise! Fill this in with real life examples of some research. Type Metric PlanWednesday, December 5, 2012
  • 39. @lauraklein Example! Type Metric Plan Generative Observe 4 people who have never used the product Observational Revenue before go through the payment flow to find pain Testing points that are causing drop off in the funnel. Generate ideas for fixing those usability bugs. Test whether potential users understand the new messaging on the home page by running 20 people Evaluative Sign Up who have never seen the site before through a 5 5 Second Test second test and asking the question, “What does this product do?”Wednesday, December 5, 2012
  • 40. More Questions? You know where to find me... @lauraklein pssst...this will all be in the book! To be published by O’Reilly in early 2013.Wednesday, December 5, 2012