10 tips for a better survey at UX Bristol
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10 tips for a better survey at UX Bristol

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Ten tips for creating a better survey - questions, process, and testing. Presented at UX Bristol, 15th July 2011. ...

Ten tips for creating a better survey - questions, process, and testing. Presented at UX Bristol, 15th July 2011.

This is an updated version of '10 tips for a better survey' presented at STC2011.

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    10 tips for a better survey at UX Bristol 10 tips for a better survey at UX Bristol Presentation Transcript

    • SURVEYS
      FORMS
      slightly different
      10 tips for a better survey
      Caroline Jarrett
      UX Bristol 2011
    • Caroline Jarretttwitter @cjforms caroline.jarrett@effortmark.co.uk
      2
    • 3
      Successful
      Survey = Questionnaire + Process
      That involveslots of testing
    • Outline
      Tips about questions
      Tips about process
      Tips about testing
      4
    • 5
      120 characters
      48 characters
    • 6
    • Tip 1
      One introduction is enough
      (and think 140 characters)
      7
    • Try answering this question, then tell me how you worked out your answer
      8
    • The approximate curve of forgetting
      9
      High
      Major life event
      Qualityof data
      Unremarkable,repetitive
      Low
      Occasional, salient
      Long ago
      Recent
      Time since event
    • Tip 2
      Do not ask questions about unremarkable repetitive behaviours
      10
    • What’s missing from this question?
      11
    • Tip 3
      Always include ‘other’ in category questions
      Don’t know
      Prefer not to answer
      All of the above
      12
    • Watch the order of these two questions
      13
    • 14
    • Tip 4
      Think of your questions as a conversation with your respondent
      15
      Jarrett, C. and Gaffney, G (2008) “Forms that work: Designing web forms for usability”
      Janice (Ginny) Redish (2007) “Letting go of the words:Writing web content that works”
    • Outline
      Tips about questions
      Tips about process
      Tips about testing
      16
    • Response relies on effort, reward, and trust
      17
      Perceivedeffort
      Perceivedreward
      Trust
      Diagram from Jarrett, C, and Gaffney, G (2008) “Forms that work: Designing web forms for usability” inspired by Dillman, D.A. (2000) “Internet, Mail and Mixed Mode Surveys: The Tailored Design Method”
    • How are response, effort and trust working here?
      18
    • In mail surveys, a token incentive works better than no incentive or a prize draw
      19
    • Tip 5
      Try to find an incentive that gives an immediate reward
      20
    • 21
    • 22
    • 23
    • 24
    • Tip 6
      One good incentive:allowing the respondents to express their views
      25
    • Write down your answers to this questionnaire
      1. How many user surveys have you run?
      NONE 1 to 5 6 to 10 more than 10
      2. What is your top tip for a better user survey, based on experience of writing or answering?
      __________________________________
      __________________________________
      26
    • Now try it as an interview.In pairs: use this is a script for an interview
      1. How many user surveys have you run?
      NONE 1 to 5 6 to 10 more than 10
      2. What is your top tip for a better user survey, based on experience of writing or answering?
      __________________________________
      __________________________________
      27
    • Now tell each other a story about your experience relevant to these questions
      1. How many user surveys have you run?
      NONE 1 to 5 6 to 10 more than 10
      2. What is your top tip for a better user survey, based on experience of writing or answering?
      __________________________________
      __________________________________
      28
    • Now let’s share data and stories
      What numbers have we collected?
      What open answers?
      What stories?
      29
    • Tip 7
      Ask users for stories to explore their concerns
      30
      Quesenbery, W and Brooks, K (2010) “Storytelling in User Experience Design”
    • Did you answer the same questionthat I asked?
      31
      1. How many user surveys have you run?
    • Does your household have access to running water?
      32
      Picture credits: James Mooney, Caroline Jarrett
    • “Shared reference”: both sides interpret in the same way
      33
      Service area?
      Reiss, E. (2000) “Practical Information Architecture: A Hands-On Approach to Structuring Successful Web Sites”
      Photo: chaptstickaddict
    • Tip 8
      Interview users to find out if questions mean the same to them as to you
      34
    • 35
      © Caroline Jarrett and Effortmark Ltd
      If you use this cartoon in another context, please credit Caroline Jarrett and Effortmark Ltd.
    • What recommendation will you make based on your results?
      What decision will you make?
      What happens if …
      The users all agree with your gut feel?
      The users all disagree with your gut feel?
      The users don’t care either way?
      36
    • Tip 9
      Try writing your presentation first
      (before the questions)
      37
      Natalie Webb, conversation at UPA2010
    • Outline
      Tips about questions
      Tips about process
      Tips about testing
      38
    • “If you don’t have time to do the pilot,you don’t have time to do the study”
      Oppenheim, A. P. (1992) “Questionnaire Design, Interviewing and Attitude Measurement “
      And in each subsequent edition
      Dillman, D.A. (2000) “Internet, Mail and Mixed Mode Surveys: The Tailored Design Method”
      And in each subsequent edition
      Gillham, B (2000) “Developing a Questionnaire”
      And in the second edition
      39
      I wish I’d run a pilot
      Jarrett, C. (2010)
    • Tip 10
      Run a pilot
      40
    • Caroline Jarrett
      Twitter: @cjforms
      Slideshare: cjformscaroline.jarrett@effortmark.co.uk
      I’m a consultant, hire me:
      Consultancy: www.effortmark.co.uk
      Training: www.usabilitythatworks.com
      Free stuff:
      Forms advice: www.formsthatwork.com
      Editing: www.editingthatworks.com
      Columns: www.uxmatters.com “Good Questions”
      41