Which research when


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Which research when

  1. 1. You’re Doing The Wrong Research Laura Klein @lauraklein laura@usersknow.com http://www.usersknow.comWednesday, December 5, 2012
  2. 2. @lauraklein GET OUT OF THE BUILDING!Wednesday, December 5, 2012
  3. 3. @lauraklein What You Expect 1. Get out of the building 2. Talk to “users” 3. ProfitWednesday, December 5, 2012
  4. 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. 5. @lauraklein Let’s figure out that middle bit...Wednesday, December 5, 2012
  6. 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. 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. 8. @lauraklein I’m not going to teach you how to do all of those today. (You’re welcome.)Wednesday, December 5, 2012
  9. 9. @lauraklein What you want to learn determines the type of research you need to do!Wednesday, December 5, 2012
  10. 10. @lauraklein You Only Need To Know About Two Types Of Research* Generative & Evaluative *for nowWednesday, December 5, 2012
  11. 11. @lauraklein Generative Research You want to know what to do next.Wednesday, December 5, 2012
  12. 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. 13. @lauraklein Like ThisWednesday, December 5, 2012
  14. 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. 15. @lauraklein Like ThisWednesday, December 5, 2012
  16. 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. 17. @lauraklein Like ThisWednesday, December 5, 2012
  18. 18. @lauraklein Or ThisWednesday, December 5, 2012
  19. 19. @lauraklein See A Pattern? Generative research is about Generating Ideas.Wednesday, December 5, 2012
  20. 20. @lauraklein Evaluative Research You want to know if what you did was right.Wednesday, December 5, 2012
  21. 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. 22. @lauraklein Like ThisWednesday, December 5, 2012
  23. 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. 24. @lauraklein Like ThisWednesday, December 5, 2012
  25. 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. 26. @lauraklein Like This “This feature is coming soon!”Wednesday, December 5, 2012
  27. 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. 28. @lauraklein Like ThisWednesday, December 5, 2012
  29. 29. @lauraklein See A Pattern? Evaluative research is about Validating Hypotheses.Wednesday, December 5, 2012
  30. 30. @laurakleinDid you notice that some methods are quantitative? That’s because Qualitative Research sucks for some things.Wednesday, December 5, 2012
  31. 31. @lauraklein Quantitative Research tells you what. Qualitative Research tells you why.Wednesday, December 5, 2012
  32. 32. @lauraklein Some Common QuestionsWednesday, December 5, 2012
  33. 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. 34. @lauraklein But What If I’m Solving My Own Problem? That depends. How many of you are there?Wednesday, December 5, 2012
  35. 35. @lauraklein What If I Don’t Have Any Users? Get some.Wednesday, December 5, 2012
  36. 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. 37. Ok, Your TurnWednesday, December 5, 2012
  38. 38. @lauraklein Exercise! Fill this in with real life examples of some research. Type Metric PlanWednesday, December 5, 2012
  39. 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. 40. More Questions? You know where to find me... @lauraklein laura@usersknow.com http://www.usersknow.com pssst...this will all be in the book! To be published by O’Reilly in early 2013.Wednesday, December 5, 2012
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