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MATT TONAKCOMMUNITY MANAGER
THE NERDERYHOURS WORKED SINCE 2003        PROJECTS                         DOGS IN OUR OFFICE   BIKE COMMUTERS821,217 4334...
HOW TO PARTICIPATEUsing the questions panels in the GoToMeeting appOn Twitter @The_NerderySend us an email at primers@nerd...
INTRO TOUSER RESEARCH INTERACTIVE PRIMER SERIES
ZACKUSER EXPERIENCE DESIGNER
MIKEDIRECTOR OF USER EXPERIENCE
WHAT IS UX?User Goals                              Application             Business Goals
WHAT IS UX?         Aligning user behavior and    motivations with business objectives         through interaction designU...
WHAT IS UX?
WHAT IS UX?UX is not part of the process...
WHAT IS UX?UX is not part of the process...    ...it is the process.
A WORD ABOUT PROCESS
^  (OR SEVERAL)A WORD ABOUT PROCESS
DESIGN PHILOSOPHIES
DESIGN PHILOSOPHIESThere is no “one-size-fits-all”
DESIGN PHILOSOPHIESThere is no “one-size-fits-all”         Self Design
DESIGN PHILOSOPHIESThere is no “one-size-fits-all”         Self Design       Genius Design
DESIGN PHILOSOPHIESThere is no “one-size-fits-all”         Self Design       Genius Design   User-Centered Design
DESIGN SOLVES PROBLEMS
DESIGN SOLVES PROBLEMS     ...now let’s cook some dinner
SELF DESIGNSOLVING YOUR OWN PROBLEM
SELF DESIGNSOLVING YOUR OWN PROBLEM              I know what I want for dinner.         Self Design is cooking for yourself.
SELF DESIGNSOLVING YOUR OWN PROBLEM              I know what I want for dinner.         Self Design is cooking for yoursel...
GENIUS DESIGNSOLVING A PROBLEM YOU’VE SOLVED BEFORE
GENIUS DESIGNSOLVING A PROBLEM YOU’VE SOLVED BEFORE                       If I’ve made dinner for Mike                    ...
GENIUS DESIGNSOLVING A PROBLEM YOU’VE SOLVED BEFORE                        If I’ve made dinner for Mike                   ...
GENIUS DESIGN   THERE’S A CATCH
GENIUS DESIGN   THERE’S A CATCH            Genius Design presupposes that          you originally did your research to    ...
USER-CENTERED DESIGN       AKA: UX DESIGN
USER-CENTERED DESIGN         AKA: UX DESIGN  A UX PROCESS STARTS WITH UNDERSTANDING THE PROBLEM
USER-CENTERED DESIGNFOCUSES ON BEHAVIOR, USE & CONTEXT.
USER-CENTERED DESIGNFOCUSES ON BEHAVIOR, USE & CONTEXT.        BUILDING EMPATHY.
USER-CENTERED DESIGN    HOW DO WE DO THAT?
USER-CENTERED DESIGN    HOW DO WE DO THAT?      USER RESEARCH
USER RESEARCH      IS NOTMARKETING RESEARCH
USER RESEARCH         IS NOTMARKETING RESEARCH   ...but there is some overlap
USER RESEARCHWe do this                      IS NOT             MARKETING RESEARCH                ...but there is some ove...
USER RESEARCHWe do this                      IS NOT                                               We DON’T do this        ...
USER RESEARCH   MARKETING RESEARCH
USER RESEARCH   MARKETING RESEARCH                     Preferences                      Opinions                        Li...
USER RESEARCH               MARKETING RESEARCH        Behavior                 Preferences         Needs                  ...
RESEARCH SPECTRUM Indi Young - Mental Models: Rosenfeld Media   http://www.flickr.com/photos/rosenfeldmedia/2159500714/in/...
RESEARCH SPECTRUM Indi Young - Mental Models: Rosenfeld Media   http://www.flickr.com/photos/rosenfeldmedia/2159500714/in/...
RESEARCH SPECTRUM                                                                                      overlap Indi Young ...
WHY DO USER RESEARCH?    Remember when we said that      design solves problems?
WHY DO USER RESEARCH?       Remember when we said that         design solves problems?     Remember when we said that a UX...
WHY DO USER RESEARCH?   Research tells us what the problem is.
WHY DO USER RESEARCH?   Research tells us what the problem is.   Research tells us why it’s a problem.
WHY DO USER RESEARCH?   Research tells us what the problem is.   Research tells us why it’s a problem.     Research shows ...
BENEFITS OF USER RESEARCH
BENEFITS OF USER RESEARCHThroughly defines the problem.
BENEFITS OF USER RESEARCHThroughly defines the problem.Informs design decisions.
BENEFITS OF USER RESEARCHThroughly defines the problem.Informs design decisions.Provides direction & priority.
BENEFITS OF USER RESEARCHThroughly defines the problem.   SHOWS US THE “WHAT”Informs design decisions.Provides direction &...
BENEFITS OF USER RESEARCHThroughly defines the problem.   SHOWS US THE “WHAT”Informs design decisions.        TEACHES US T...
BENEFITS OF USER RESEARCHThroughly defines the problem.    SHOWS US THE “WHAT”Informs design decisions.        TEACHES US ...
EXAMPLE PROJECT NEEDS         Stated:   What Research Tells Us:“WHAT”“WHY”“HOW”
EXAMPLE PROJECT NEEDS                   Stated:              What Research Tells Us:“WHAT”   “We need a website redesign”“...
EXAMPLE PROJECT NEEDS                   Stated:              What Research Tells Us:                                      ...
EXAMPLE PROJECT NEEDS                   Stated:              What Research Tells Us:                                      ...
EXAMPLE PROJECT NEEDS                   Stated:              What Research Tells Us:                                      ...
EXAMPLE PROJECT NEEDS                   Stated:              What Research Tells Us:                                      ...
EXAMPLE PROJECT NEEDS                   Stated:              What Research Tells Us:                                      ...
EXAMPLE PROJECT NEEDS                   Stated:              What Research Tells Us:                                      ...
EXAMPLE PROJECT NEEDS                   Stated:              What Research Tells Us:                                      ...
EXAMPLE PROJECT NEEDS                        Stated:            What Research Tells Us:                                   ...
EXAMPLE PROJECT NEEDS                        Stated:            What Research Tells Us:                                   ...
EXAMPLE PROJECT NEEDS                        Stated:            What Research Tells Us:                                   ...
BEWARE OF THE DATA TYPE QUALITATIVE   vs.   QUANTITATIVE
BEWARE OF THE DATA TYPE QUALITATIVE   X               vs.   QUANTITATIVE
BEWARE OF THE DATA TYPE QUALITATIVE       X                   vs.         QUANTITATIVE               Just remember
BEWARE OF THE DATA TYPE QUALITATIVE       X                   vs.         QUANTITATIVE               Just remember        ...
BEWARE OF THE DATA TYPEQUANTITATIVE     Objective                   X                   vs.   QUALITATIVE                 ...
BEWARE OF THE DATA TYPEQUANTITATIVE   QUALITATIVE
BEWARE OF THE DATA TYPEQUANTITATIVE               QUALITATIVE
BEWARE OF THE DATA TYPEQUANTITATIVE   QUALITATIVE
BEWARE OF THE DATA TYPEQUANTITATIVE      QUALITATIVE   Page Views   Bounce Rate   Time On Site     Yes/No   True/False
BEWARE OF THE DATA TYPEQUANTITATIVE      QUALITATIVE   Page Views        Expectations   Bounce Rate        Reactions   Tim...
BEWARE OF THE DATA TYPEQUANTITATIVE   QUALITATIVE
BEWARE OF THE DATA TYPE               QUALITATIVEQUANTITATIVE
BEWARE OF THE DATA TYPEQUANTITATIVE   QUALITATIVE
BEWARE OF THE DATA TYPEQUANTITATIVE   informs   QUALITATIVE
BEWARE OF THE DATA TYPEQUANTITATIVE   informs   QUALITATIVE
BEWARE OF THE DATA TYPEQUANTITATIVE   informs   QUALITATIVE   “WHAT”
BEWARE OF THE DATA TYPEQUANTITATIVE   informs   QUALITATIVE   “WHAT”
BEWARE OF THE DATA TYPEQUANTITATIVE   informs   QUALITATIVE   “WHAT”                  “WHY”
BEWARE OF THE DATA TYPEQUANTITATIVE             QUALITATIVE   “WHAT”      informs     “WHY”
BEWARE OF THE DATA TYPE   QUANTITATIVE                                    QUALITATIVE           “WHAT”                    ...
BEWARE OF THE DATA TYPE   QUANTITATIVE                                       QUALITATIVE           “WHAT”                 ...
WHEN SHOULD YOU DO               USER RESEARCH? Timeframe     Beginning of the project            During Design Production...
BONUS ROUND
BONUS ROUNDONGOING RESEARCH
BONUS ROUND       ONGOING RESEARCHHow:
BONUS ROUND       ONGOING RESEARCHHow:   - Create a solid and sustainable research plan for a continuous         feedback ...
BONUS ROUND       ONGOING RESEARCHHow:   - Create a solid and sustainable research plan for a continuous         feedback ...
BONUS ROUND       ONGOING RESEARCHHow:   - Create a solid and sustainable research plan for a continuous         feedback ...
BONUS ROUND       ONGOING RESEARCHHow:   - Create a solid and sustainable research plan for a continuous         feedback ...
BONUS ROUND       ONGOING RESEARCHHow:   - Create a solid and sustainable research plan for a continuous         feedback ...
WHEN SHOULD YOU DO               USER RESEARCH? Timeframe      Beginning of the project            During Design Productio...
WHEN SHOULD YOU DO               USER RESEARCH? Timeframe      Beginning of the project            During Design Productio...
WHEN SHOULD YOU DO               USER RESEARCH? Timeframe      Beginning of the project            During Design Productio...
CONTEXTUAL INQUIRY
WHAT IS CONTEXTUAL INQUIRY?Fancy Definition:
WHAT IS CONTEXTUAL INQUIRY?Fancy Definition: a field data-gathering technique that studies a few carefully                ...
WHAT IS CONTEXTUAL INQUIRY?Fancy Definition: a field data-gathering technique that studies a few carefully                ...
WHAT IS CONTEXTUAL INQUIRY? Fancy Definition: a field data-gathering technique that studies a few carefully               ...
WHAT IS CONTEXTUAL INQUIRY? Fancy Definition: a field data-gathering technique that studies a few carefully               ...
WHAT IS CONTEXTUAL INQUIRY? Fancy Definition: a field data-gathering technique that studies a few carefully               ...
THE “HOW-TO” OF             CONTEXTUAL INQUIRY1. Recruiting      Contact & schedule the people you will observe. THIS IS T...
WHAT’S THE BENEFIT OF       CONTEXTUAL INQUIRY?               Are there current frustrations or problems with the existing...
WHAT’S THE BENEFIT OF        CONTEXTUAL INQUIRY?Work-Arounds     Are people creating ways to work around a poor design now...
RECOMMENDATIONS FOR       CONTEXTUAL INQUIRYRecruiting     Be sure to observe an appropriate, representative sample of you...
USABILITY TESTING
WHAT IS USABILITY TESTING?Definition:
WHAT IS USABILITY TESTING?Definition: a form of gathering feedback from actual users of a design by            having them...
THE “HOW-TO” OF                USABILITY TESTING                   Determine who you will conduct usability testing with, ...
WHAT’S THE BENEFIT OF             USABILITY TESTING?    Expectations      Is the solution designed meeting expectations of...
VARIATIONS OF           USABILITY TESTING In-Person, Moderated   Sessions are conducted at a physical location with a live...
VARIATIONS OF            USABILITY TESTING                                 Good  In-Person, Moderated   Sessions are condu...
VARIATIONS OF            USABILITY TESTING                               Better In-Person, Moderated    Sessions are condu...
VARIATIONS OF           USABILITY TESTING                                 Best In-Person, Moderated    Sessions are conduc...
RECOMMENDATIONS FOR           USABILITY TESTING               Do your own recruiting if possible. If this is not possible,...
PUTTING IT ALL TOGETHER
FICTIONAL PROJECT:WEB APP REDESIGN
FICTIONAL PROJECT:     WEB APP REDESIGN“We need to redesign our web application  to increase customer engagement”
FICTIONAL PROJECT:     WEB APP REDESIGN“We need to redesign our web application  to increase customer engagement”         ...
FICTIONAL PROJECT:WEB APP REDESIGN
FICTIONAL PROJECT:             WEB APP REDESIGNLet’s get started:
FICTIONAL PROJECT:             WEB APP REDESIGNLet’s get started:  THE “WHAT”
FICTIONAL PROJECT:             WEB APP REDESIGNLet’s get started:  THE “WHAT”         Targeted Surveys
FICTIONAL PROJECT:             WEB APP REDESIGNLet’s get started:  THE “WHAT”         Targeted Surveys   Web Analytics
FICTIONAL PROJECT:WEB APP REDESIGN
FICTIONAL PROJECT:    WEB APP REDESIGNTHE “WHY”
FICTIONAL PROJECT:    WEB APP REDESIGNTHE “WHY”   User Interviews
FICTIONAL PROJECT:    WEB APP REDESIGNTHE “WHY”   User Interviews   Contextual Inquiry
FICTIONAL PROJECT:WEB APP REDESIGN
FICTIONAL PROJECT:     WEB APP REDESIGNTHE “HOW”
FICTIONAL PROJECT:     WEB APP REDESIGNTHE “HOW”       Usability Testing
FICTIONAL PROJECT: WEB APP REDESIGNProject Overview:  “WHAT”                        “WHY”                   “HOW”         ...
WHAT ELSE?
NERDERY RESEARCH METHODS Usability Testing        Field Study/Ethnography Surveys                  Site Search Analytics C...
NERDERY RESEARCH METHODS                          “WHAT” Usability Testing            Field Study/Ethnography Surveys     ...
NERDERY RESEARCH METHODS                          “WHY” Usability Testing           Field Study/Ethnography Surveys       ...
NERDERY RESEARCH METHODS                          “HOW” Usability Testing           Field Study/Ethnography Surveys       ...
QUESTIONS?Using the questions panels in the GoToMeeting appOn Twitter @The_NerderySend us an email at primers@nerdery.comM...
Intro to user Research - A Nerdery Interactive Primer
Intro to user Research - A Nerdery Interactive Primer
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Transcript of "Intro to user Research - A Nerdery Interactive Primer"

  1. 1. MATT TONAKCOMMUNITY MANAGER
  2. 2. THE NERDERYHOURS WORKED SINCE 2003 PROJECTS DOGS IN OUR OFFICE BIKE COMMUTERS821,217 4334HOURS WORKED, LAST 12 MONTHS EIGHT 6 AVERAGE JANUARY TEMPERATURE º PEOPLE WHO WORK AT THE NERDERY TWO HUNDRED SIXTY-ONE FOUR WE HELP OUR PARTNERS GET BIG IDEAS OUT OF THEIR HEADS AND ONTO THEIR CLIENTS’ WEBSITES HTTP://WWW.NERDERY.COM TWITTER: @THE_NERDERY
  3. 3. HOW TO PARTICIPATEUsing the questions panels in the GoToMeeting appOn Twitter @The_NerderySend us an email at primers@nerdery.com
  4. 4. INTRO TOUSER RESEARCH INTERACTIVE PRIMER SERIES
  5. 5. ZACKUSER EXPERIENCE DESIGNER
  6. 6. MIKEDIRECTOR OF USER EXPERIENCE
  7. 7. WHAT IS UX?User Goals Application Business Goals
  8. 8. WHAT IS UX? Aligning user behavior and motivations with business objectives through interaction designUser Goals Business Goals Application
  9. 9. WHAT IS UX?
  10. 10. WHAT IS UX?UX is not part of the process...
  11. 11. WHAT IS UX?UX is not part of the process... ...it is the process.
  12. 12. A WORD ABOUT PROCESS
  13. 13. ^ (OR SEVERAL)A WORD ABOUT PROCESS
  14. 14. DESIGN PHILOSOPHIES
  15. 15. DESIGN PHILOSOPHIESThere is no “one-size-fits-all”
  16. 16. DESIGN PHILOSOPHIESThere is no “one-size-fits-all” Self Design
  17. 17. DESIGN PHILOSOPHIESThere is no “one-size-fits-all” Self Design Genius Design
  18. 18. DESIGN PHILOSOPHIESThere is no “one-size-fits-all” Self Design Genius Design User-Centered Design
  19. 19. DESIGN SOLVES PROBLEMS
  20. 20. DESIGN SOLVES PROBLEMS ...now let’s cook some dinner
  21. 21. SELF DESIGNSOLVING YOUR OWN PROBLEM
  22. 22. SELF DESIGNSOLVING YOUR OWN PROBLEM I know what I want for dinner. Self Design is cooking for yourself.
  23. 23. SELF DESIGNSOLVING YOUR OWN PROBLEM I know what I want for dinner. Self Design is cooking for yourself. Pretty simple.
  24. 24. GENIUS DESIGNSOLVING A PROBLEM YOU’VE SOLVED BEFORE
  25. 25. GENIUS DESIGNSOLVING A PROBLEM YOU’VE SOLVED BEFORE If I’ve made dinner for Mike (or people like him) many times before, I rely on my domain specific experience to cook dinner for Mike.
  26. 26. GENIUS DESIGNSOLVING A PROBLEM YOU’VE SOLVED BEFORE If I’ve made dinner for Mike (or people like him) many times before, I rely on my domain specific experience to cook dinner for Mike. I don’t actually cook for Mike. #justsayin’
  27. 27. GENIUS DESIGN THERE’S A CATCH
  28. 28. GENIUS DESIGN THERE’S A CATCH Genius Design presupposes that you originally did your research to define the problem.
  29. 29. USER-CENTERED DESIGN AKA: UX DESIGN
  30. 30. USER-CENTERED DESIGN AKA: UX DESIGN A UX PROCESS STARTS WITH UNDERSTANDING THE PROBLEM
  31. 31. USER-CENTERED DESIGNFOCUSES ON BEHAVIOR, USE & CONTEXT.
  32. 32. USER-CENTERED DESIGNFOCUSES ON BEHAVIOR, USE & CONTEXT. BUILDING EMPATHY.
  33. 33. USER-CENTERED DESIGN HOW DO WE DO THAT?
  34. 34. USER-CENTERED DESIGN HOW DO WE DO THAT? USER RESEARCH
  35. 35. USER RESEARCH IS NOTMARKETING RESEARCH
  36. 36. USER RESEARCH IS NOTMARKETING RESEARCH ...but there is some overlap
  37. 37. USER RESEARCHWe do this IS NOT MARKETING RESEARCH ...but there is some overlap
  38. 38. USER RESEARCHWe do this IS NOT We DON’T do this MARKETING RESEARCH ...but there is some overlap
  39. 39. USER RESEARCH MARKETING RESEARCH
  40. 40. USER RESEARCH MARKETING RESEARCH Preferences Opinions Likes Desires
  41. 41. USER RESEARCH MARKETING RESEARCH Behavior Preferences Needs Opinions Goals Likes Tasks DesiresMental & Physical Context
  42. 42. RESEARCH SPECTRUM Indi Young - Mental Models: Rosenfeld Media http://www.flickr.com/photos/rosenfeldmedia/2159500714/in/set-72157603511616271/
  43. 43. RESEARCH SPECTRUM Indi Young - Mental Models: Rosenfeld Media http://www.flickr.com/photos/rosenfeldmedia/2159500714/in/set-72157603511616271/
  44. 44. RESEARCH SPECTRUM overlap Indi Young - Mental Models: Rosenfeld Media http://www.flickr.com/photos/rosenfeldmedia/2159500714/in/set-72157603511616271/
  45. 45. WHY DO USER RESEARCH? Remember when we said that design solves problems?
  46. 46. WHY DO USER RESEARCH? Remember when we said that design solves problems? Remember when we said that a UX process starts with defining the problem?
  47. 47. WHY DO USER RESEARCH? Research tells us what the problem is.
  48. 48. WHY DO USER RESEARCH? Research tells us what the problem is. Research tells us why it’s a problem.
  49. 49. WHY DO USER RESEARCH? Research tells us what the problem is. Research tells us why it’s a problem. Research shows us how to fix it.
  50. 50. BENEFITS OF USER RESEARCH
  51. 51. BENEFITS OF USER RESEARCHThroughly defines the problem.
  52. 52. BENEFITS OF USER RESEARCHThroughly defines the problem.Informs design decisions.
  53. 53. BENEFITS OF USER RESEARCHThroughly defines the problem.Informs design decisions.Provides direction & priority.
  54. 54. BENEFITS OF USER RESEARCHThroughly defines the problem. SHOWS US THE “WHAT”Informs design decisions.Provides direction & priority.
  55. 55. BENEFITS OF USER RESEARCHThroughly defines the problem. SHOWS US THE “WHAT”Informs design decisions. TEACHES US THE “WHY”Provides direction & priority.
  56. 56. BENEFITS OF USER RESEARCHThroughly defines the problem. SHOWS US THE “WHAT”Informs design decisions. TEACHES US THE “WHY”Provides direction & priority. GUIDES US TO THE “HOW”
  57. 57. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us:“WHAT”“WHY”“HOW”
  58. 58. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us:“WHAT” “We need a website redesign”“WHY”“HOW”
  59. 59. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations“WHY”“HOW”
  60. 60. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations “The current site isn’t“WHY” working for us”“HOW”
  61. 61. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations “The current site isn’t There are usability“WHY” working for us” flaws in the design“HOW”
  62. 62. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations “The current site isn’t There are usability“WHY” working for us” flaws in the design “We should update“HOW” the look & feel”
  63. 63. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations “The current site isn’t There are usability“WHY” working for us” flaws in the design “We should update We need to design clearer“HOW” the look & feel” call to action buttons.
  64. 64. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations “The current site isn’t There are usability“WHY” working for us” flaws in the design “We should update We need to design clearer“HOW” the look & feel” call to action buttons.
  65. 65. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations “The current site isn’t There are usability“WHY” working for us” flaws in the design “We should update We need to design clearer“HOW” the look & feel” call to action buttons.
  66. 66. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations “The current site isn’t There are usability“WHY” working for us” flaws in the design “We should update We need to design clearer“HOW” the look & feel” call to action buttons. Vague & Undefined
  67. 67. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations “The current site isn’t There are usability“WHY” working for us” flaws in the design “We should update We need to design clearer“HOW” the look & feel” call to action buttons. Vague & Undefined
  68. 68. EXAMPLE PROJECT NEEDS Stated: What Research Tells Us: The website doesn’t meet“WHAT” “We need a website redesign” users’ expectations “The current site isn’t There are usability“WHY” working for us” flaws in the design “We should update We need to design clearer“HOW” the look & feel” call to action buttons. Vague & Undefined Clear & Actionable
  69. 69. BEWARE OF THE DATA TYPE QUALITATIVE vs. QUANTITATIVE
  70. 70. BEWARE OF THE DATA TYPE QUALITATIVE X vs. QUANTITATIVE
  71. 71. BEWARE OF THE DATA TYPE QUALITATIVE X vs. QUANTITATIVE Just remember
  72. 72. BEWARE OF THE DATA TYPE QUALITATIVE X vs. QUANTITATIVE Just remember We need both!
  73. 73. BEWARE OF THE DATA TYPEQUANTITATIVE Objective X vs. QUALITATIVE Subjective “Measurable” “Non-measurable” Numerical Data NOT Numerical Statistics Concepts
  74. 74. BEWARE OF THE DATA TYPEQUANTITATIVE QUALITATIVE
  75. 75. BEWARE OF THE DATA TYPEQUANTITATIVE QUALITATIVE
  76. 76. BEWARE OF THE DATA TYPEQUANTITATIVE QUALITATIVE
  77. 77. BEWARE OF THE DATA TYPEQUANTITATIVE QUALITATIVE Page Views Bounce Rate Time On Site Yes/No True/False
  78. 78. BEWARE OF THE DATA TYPEQUANTITATIVE QUALITATIVE Page Views Expectations Bounce Rate Reactions Time On Site Confusion Yes/No Comprehension True/False Behavior
  79. 79. BEWARE OF THE DATA TYPEQUANTITATIVE QUALITATIVE
  80. 80. BEWARE OF THE DATA TYPE QUALITATIVEQUANTITATIVE
  81. 81. BEWARE OF THE DATA TYPEQUANTITATIVE QUALITATIVE
  82. 82. BEWARE OF THE DATA TYPEQUANTITATIVE informs QUALITATIVE
  83. 83. BEWARE OF THE DATA TYPEQUANTITATIVE informs QUALITATIVE
  84. 84. BEWARE OF THE DATA TYPEQUANTITATIVE informs QUALITATIVE “WHAT”
  85. 85. BEWARE OF THE DATA TYPEQUANTITATIVE informs QUALITATIVE “WHAT”
  86. 86. BEWARE OF THE DATA TYPEQUANTITATIVE informs QUALITATIVE “WHAT” “WHY”
  87. 87. BEWARE OF THE DATA TYPEQUANTITATIVE QUALITATIVE “WHAT” informs “WHY”
  88. 88. BEWARE OF THE DATA TYPE QUANTITATIVE QUALITATIVE “WHAT” informs “WHY”i.e. Sign-up page bounce rate it high.
  89. 89. BEWARE OF THE DATA TYPE QUANTITATIVE QUALITATIVE “WHAT” informs “WHY”i.e. Sign-up page bounce rate it high. i.e. Call to action text is confusing.
  90. 90. WHEN SHOULD YOU DO USER RESEARCH? Timeframe Beginning of the project During Design Production Project Completion - re-enforce direction - inform direction & scope - gauge progress/success Benefit - validate design decisions - throughly defines the problem - guides product direction - acquire design feedback at - provides insights for next steps - discover areas for improvement significantly lower cost - Contextual Inquiry - Usability Testing - Usability Testing Example - Field Study/Ethnography - Card Sorting - Site Search AnalyticsMethod/Use - User Interviews - Personas - Web Analytics - Surveys - Mental Models - A/B Testing/Multivariate Testing
  91. 91. BONUS ROUND
  92. 92. BONUS ROUNDONGOING RESEARCH
  93. 93. BONUS ROUND ONGOING RESEARCHHow:
  94. 94. BONUS ROUND ONGOING RESEARCHHow: - Create a solid and sustainable research plan for a continuous feedback loop from your customers/users
  95. 95. BONUS ROUND ONGOING RESEARCHHow: - Create a solid and sustainable research plan for a continuous feedback loop from your customers/usersWhy:
  96. 96. BONUS ROUND ONGOING RESEARCHHow: - Create a solid and sustainable research plan for a continuous feedback loop from your customers/usersWhy: - Your audience changes and evolves over time
  97. 97. BONUS ROUND ONGOING RESEARCHHow: - Create a solid and sustainable research plan for a continuous feedback loop from your customers/usersWhy: - Your audience changes and evolves over time - Your product/service/website will attract new audience segments
  98. 98. BONUS ROUND ONGOING RESEARCHHow: - Create a solid and sustainable research plan for a continuous feedback loop from your customers/usersWhy: - Your audience changes and evolves over time - Your product/service/website will attract new audience segments -Other products/services/websites introduce new expectations for interacting with your information
  99. 99. WHEN SHOULD YOU DO USER RESEARCH? Timeframe Beginning of the project During Design Production Project Completion - re-enforce direction - inform direction & scope - gauge progress/success Benefit - validate design decisions - throughly defines the problem - guides product direction - acquire design feedback at - provides insights for next steps - discover areas for improvement significantly lower cost - Contextual Inquiry - Usability Testing - Usability Testing Example - Field Study/Ethnography - Card Sorting - Site Search AnalyticsMethod/Use - User Interviews - Personas - Web Analytics - Surveys - Mental Models - A/B Testing/Multivariate Testing
  100. 100. WHEN SHOULD YOU DO USER RESEARCH? Timeframe Beginning of the project During Design Production Project Completion - re-enforce direction - inform direction & scope - gauge progress/success Benefit - validate design decisions - throughly defines the problem - guides product direction - acquire design feedback at - provides insights for next steps - discover areas for improvement significantly lower cost - Contextual Inquiry - Usability Testing - Usability Testing Example - Field Study/Ethnography - Card Sorting - Site Search AnalyticsMethod/Use - User Interviews - Personas - Web Analytics - Surveys - Mental Models - A/B Testing/Multivariate Testing
  101. 101. WHEN SHOULD YOU DO USER RESEARCH? Timeframe Beginning of the project During Design Production Project Completion Let’s talk about a few in more detail - re-enforce direction - inform direction & scope - gauge progress/success Benefit - validate design decisions - throughly defines the problem - guides product direction - acquire design feedback at - provides insights for next steps - discover areas for improvement significantly lower cost - Contextual Inquiry - Usability Testing - Usability Testing Example - Field Study/Ethnography - Card Sorting - Site Search AnalyticsMethod/Use - User Interviews - Personas - Web Analytics - Surveys - Mental Models - A/B Testing/Multivariate Testing
  102. 102. CONTEXTUAL INQUIRY
  103. 103. WHAT IS CONTEXTUAL INQUIRY?Fancy Definition:
  104. 104. WHAT IS CONTEXTUAL INQUIRY?Fancy Definition: a field data-gathering technique that studies a few carefully selected individuals in depth to arrive at a fuller understanding of the work practice across all customers.
  105. 105. WHAT IS CONTEXTUAL INQUIRY?Fancy Definition: a field data-gathering technique that studies a few carefully selected individuals in depth to arrive at a fuller understanding of the work practice across all customers. - Hugh Beyer and Karen Holtzblatt - Contextual Design: Defining Customer-Centered Systems
  106. 106. WHAT IS CONTEXTUAL INQUIRY? Fancy Definition: a field data-gathering technique that studies a few carefully selected individuals in depth to arrive at a fuller understanding of the work practice across all customers. - Hugh Beyer and Karen Holtzblatt - Contextual Design: Defining Customer-Centered SystemsNon-Nerd Version:
  107. 107. WHAT IS CONTEXTUAL INQUIRY? Fancy Definition: a field data-gathering technique that studies a few carefully selected individuals in depth to arrive at a fuller understanding of the work practice across all customers. - Hugh Beyer and Karen Holtzblatt - Contextual Design: Defining Customer-Centered SystemsNon-Nerd Version: go watch people work in their own context.
  108. 108. WHAT IS CONTEXTUAL INQUIRY? Fancy Definition: a field data-gathering technique that studies a few carefully selected individuals in depth to arrive at a fuller understanding of the work practice across all customers. - Hugh Beyer and Karen Holtzblatt - Contextual Design: Defining Customer-Centered SystemsNon-Nerd Version: go watch people work in their own context. - Us
  109. 109. THE “HOW-TO” OF CONTEXTUAL INQUIRY1. Recruiting Contact & schedule the people you will observe. THIS IS THE MOST IMPORTANT STEP.2. Research Plan Establish a clear focus for what you expect to find & what you hope to learn.3. Observe Watch users completing relevant goals & tasks in their own context.4. Analyze Review what you learned. Did it match your hypothesis? What patterns emerged?5. Report Create appropriate documentation to communicate what you found to the team.
  110. 110. WHAT’S THE BENEFIT OF CONTEXTUAL INQUIRY? Are there current frustrations or problems with the existing design? What about with their Issues physical environment or other systems and processes? Can the new design support those? What are the high level priorities of the people using the current design? Goals What are they trying to accomplish? Tasks What are the steps people are taking to accomplish those goals?Environment What is their physical location like? How does it impact the design or how they use it? What other hardware or software are they using to do their work? Can (or should) they beApplications integrated? Can the new design eliminate the need of these factors?
  111. 111. WHAT’S THE BENEFIT OF CONTEXTUAL INQUIRY?Work-Arounds Are people creating ways to work around a poor design now? Triggers What causes someone to begin down a path of completing a goal? Are there several ways in which people are accomplishing the same goal or task? Should the Variation(s) design support one? Both? Partners Who does the person work with to accomplish a goal or task? “Crutches” Do people have “cheat-sheets” or other materials to help them accomplish goals and tasks?
  112. 112. RECOMMENDATIONS FOR CONTEXTUAL INQUIRYRecruiting Be sure to observe an appropriate, representative sample of your target audience. Aim for 3-5 participants separately.Timeline Allow 1-2 weeks for recruiting effort. (Varies depending on the project & participant availability) Allow 1-2 weeks for conducting the research. (Assuming 5 participants) Allow AT LEAST 1 week for analysis Allow 1 week to create a report. Approximately 4-8 weeks total
  113. 113. USABILITY TESTING
  114. 114. WHAT IS USABILITY TESTING?Definition:
  115. 115. WHAT IS USABILITY TESTING?Definition: a form of gathering feedback from actual users of a design by having them attempt to complete intended goals and tasks with said design.
  116. 116. THE “HOW-TO” OF USABILITY TESTING Determine who you will conduct usability testing with, write a screener to ensure you recruit1. Recruiting your target audience from the responses & schedule the participants. Again, a CRITICAL step. Where will the tests take place? What will the research cover?2. Research Plan As before, Establish a clear focus for what you expect to find & what you hope to learn.3. Conduct Tests Conduct the test (ideally with an experience moderator) & observe, while taking notes.4. Analyze Discuss test results with any participating team members & review recordings if available.5. Report Create appropriate documentation that conveys the findings from the research.
  117. 117. WHAT’S THE BENEFIT OF USABILITY TESTING? Expectations Is the solution designed meeting expectations of those intended to use it?Task Completion Can the users complete the available tasks of the design?Level of difficulty If so, how difficult was it for them to complete the task(s)? Why? Path Taken What were the steps involved in completing a given task? Impression Did the user(s) understand the overall message and intent that the design meant to convey?
  118. 118. VARIATIONS OF USABILITY TESTING In-Person, Moderated Sessions are conducted at a physical location with a live, in-person moderator leading the session(s) with participants. Research is conducted via “live recruiting” from an existing website. Remote, Moderated Participants are immediately connected with a moderator from a remote location. Sessions are conducted using an online service that allows users toRemote, Un-moderated participate at their convenience, without a moderator. Usability testing done with minimal recruiting effort and logistical Guerilla planning. Common locations are coffee shops, bars, offices, etc.
  119. 119. VARIATIONS OF USABILITY TESTING Good In-Person, Moderated Sessions are conducted at a physical location with a live, in-person moderator leading the session(s) with participants. Research is conducted via “live recruiting” from an existing website. Remote, Moderated Participants are immediately connected with a moderator from a remote location. Sessions are conducted using an online service that allows users toRemote, Un-moderated participate at their convenience, without a moderator. Usability testing done with minimal recruiting effort and logistical Guerilla planning. Common locations are coffee shops, bars, offices, etc.
  120. 120. VARIATIONS OF USABILITY TESTING Better In-Person, Moderated Sessions are conducted at a physical location with a live, in-person moderator leading the session(s) with participants. Research is conducted via “live recruiting” from an existing website. Remote, Moderated Participants are immediately connected with a moderator from a remote location. Sessions are conducted using an online service that allows users toRemote, Un-moderated participate at their convenience, without a moderator. Usability testing done with minimal recruiting effort and logistical Guerilla planning. Common locations are coffee shops, bars, offices, etc.
  121. 121. VARIATIONS OF USABILITY TESTING Best In-Person, Moderated Sessions are conducted at a physical location with a live, in-person moderator leading the session(s) with participants. Research is conducted via “live recruiting” from an existing website. Remote, Moderated Participants are immediately connected with a moderator from a remote location. Sessions are conducted using an online service that allows users toRemote, Un-moderated participate at their convenience, without a moderator. Usability testing done with minimal recruiting effort and logistical Guerilla planning. Common locations are coffee shops, bars, offices, etc.
  122. 122. RECOMMENDATIONS FOR USABILITY TESTING Do your own recruiting if possible. If this is not possible, work closely with a recruiting agencyRecruiting to ensure the participants being recruited match your target audience. (especially for the particular research you’re doing) Aim for 5-10 participants. (dependent on the study)Timeline Allow 1-2 weeks for recruiting effort. (Varies depending on the recruiting method) Allow 1 week for conducting the tests. (Assuming 5 participants) Allow 3 days to 1 week for analysis. Allow 3 days to 1 week to create a report. Approximately 3-6 weeks total
  123. 123. PUTTING IT ALL TOGETHER
  124. 124. FICTIONAL PROJECT:WEB APP REDESIGN
  125. 125. FICTIONAL PROJECT: WEB APP REDESIGN“We need to redesign our web application to increase customer engagement”
  126. 126. FICTIONAL PROJECT: WEB APP REDESIGN“We need to redesign our web application to increase customer engagement” GO!
  127. 127. FICTIONAL PROJECT:WEB APP REDESIGN
  128. 128. FICTIONAL PROJECT: WEB APP REDESIGNLet’s get started:
  129. 129. FICTIONAL PROJECT: WEB APP REDESIGNLet’s get started: THE “WHAT”
  130. 130. FICTIONAL PROJECT: WEB APP REDESIGNLet’s get started: THE “WHAT” Targeted Surveys
  131. 131. FICTIONAL PROJECT: WEB APP REDESIGNLet’s get started: THE “WHAT” Targeted Surveys Web Analytics
  132. 132. FICTIONAL PROJECT:WEB APP REDESIGN
  133. 133. FICTIONAL PROJECT: WEB APP REDESIGNTHE “WHY”
  134. 134. FICTIONAL PROJECT: WEB APP REDESIGNTHE “WHY” User Interviews
  135. 135. FICTIONAL PROJECT: WEB APP REDESIGNTHE “WHY” User Interviews Contextual Inquiry
  136. 136. FICTIONAL PROJECT:WEB APP REDESIGN
  137. 137. FICTIONAL PROJECT: WEB APP REDESIGNTHE “HOW”
  138. 138. FICTIONAL PROJECT: WEB APP REDESIGNTHE “HOW” Usability Testing
  139. 139. FICTIONAL PROJECT: WEB APP REDESIGNProject Overview: “WHAT” “WHY” “HOW” Prototype [design & development} iteration(s) Targeted Web User Contextual Usability Surveys Analytics Interviews Inquiry TestingTime
  140. 140. WHAT ELSE?
  141. 141. NERDERY RESEARCH METHODS Usability Testing Field Study/Ethnography Surveys Site Search Analytics Card Sorting Web Analytics Stakeholder Interviews A/B Testing : Multivariate Testing User Interviews Mental Models Contextual Inquiry Personas
  142. 142. NERDERY RESEARCH METHODS “WHAT” Usability Testing Field Study/Ethnography Surveys Site Search Analytics Card Sorting Web Analytics Stakeholder Interviews A/B Testing : Multivariate Testing User Interviews Mental Models Contextual Inquiry Personas
  143. 143. NERDERY RESEARCH METHODS “WHY” Usability Testing Field Study/Ethnography Surveys Site Search Analytics Card Sorting Web Analytics Stakeholder Interviews A/B Testing : Multivariate Testing User Interviews Mental Models Contextual Inquiry Personas
  144. 144. NERDERY RESEARCH METHODS “HOW” Usability Testing Field Study/Ethnography Surveys Site Search Analytics Card Sorting Web Analytics Stakeholder Interviews A/B Testing : Multivariate Testing User Interviews Mental Models Contextual Inquiry Personas
  145. 145. QUESTIONS?Using the questions panels in the GoToMeeting appOn Twitter @The_NerderySend us an email at primers@nerdery.comMore answers online at http://nerdery.com
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