User Research 101

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From the recent class "Fundamentals of User Experience" given 12/13/2013 in NYC

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  • Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
  • Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
  • Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
  • Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
  • don’t show this slide
  • Useful for gathering quantitative data
    For example, understanding how many people XYZ
    Don’t use for qualitative
  • Better understand user’s behavior
    Often create personas based on data gathered - one type of model
  • Interviewees are interviewed in their context, when doing their tasks, with as little interference from the interviewer as possible.
    Data should be gathered during interviews with little or no analysis, interview should result in raw data. 
  • Discovery
    Design
    Implementation
    Iteration
  • Important: knowing what method to use depends on the questions you have at any given point in a project, product, or business
    Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
  • Important: knowing what method to use depends on the questions you have at any given point in a project, product, or business
    Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
  • don’t show this slide
  • The thing about “lean” is it’s just another way of just saying “good” UX. UX is always about using the best tools and methods to produce the best outcome as efficiently as possible.
    But lean has gotten everyone to really hone in and focus on outcomes and desirability rather than just usability:
    What’s the bare minimum design we can test and measure?
    What is the bare minimum data we can gather to know we are or are not on the right track?
    Desirability and viability over just usability:
    “Would you pay for this?”
    “Would you sign up for this?”
  • Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
  • It’s not about what people WANT or LIKE, it’s about how they behave.
    If Ford was doing his due diligence, he would NEVER have asked people what they want – he’d observe how they behave and design a better solution. He did.
  • LISTEN
    Show empathy
    Don’t answer questions with direct answers
    -- Boomerang questions with more questions
  • LISTEN
  • No joke. Put people AT EASE.
  • Also, tell participants that you won’t offend them
  • Cannot emphasize this enough.
    Take good notes!
    -- Ideally work in pairs – no more than two people
    Save good quotes
  • Report on trends, not outliers
    Prioritize issues – you can't fix everything (more on that later in the semester when we talk about feature prioritization)
    Structure interviews for no more than 45min with breaks in between for debriefs and breathing
  • for ethnography, interviews, etc:
    - analysis, coding
    - personas, etc. (personas later in the semester?)
  • User Research 101

    1. 1. UXD IMMERSIVE USER RESEARCH Deck created by Hong Qi, Donna Lichaw; Adapted & taught by Christina Wodtke 11/13/13 1
    2. 2. USER RESEARCH WHY IS USER RESEARCH NECESSARY? 3
    3. 3. 5 FREE YOUR MIND “Iterative development of user interfaces involves steady refinement of the design based on user testing and other evaluation methods.” http://www.nngroup.com/articles/iterative-design/
    4. 4. 7 USER CENTERED DESIGN PROCESS UCD Lean
    5. 5. 8 USER CENTERED DESIGN, LEAN, IT’S ALL THE SAME GOOD DESIGN Early Stage Mature
    6. 6. USER RESEARCH RESEARCH METHODS 9
    7. 7. EMAIL & ONLINE SURVEYS https://qualaroo.com/ http://www.surveymonkey.com/
    8. 8. USER INTERVIEWS 12
    9. 9. CARD SORTING 13 http://www.flickr.com/photos/tult/
    10. 10. CONTEXTUAL INQUIRY, FIELD STUDIES, & ETHNOGRAPHY 14 http://www.flickr.com/photos/halversongroup
    11. 11. USABILITY TESTING 15 http://nform.com | http://uid.com
    12. 12. EYE TRACKING 16 http://interactivevideo.com | http://smashingmagazine.com
    13. 13. A/B AND MULTIVARIATE TESTING 17 http://janrain.com   http://visualwebsiteoptimizer.com
    14. 14. DATA ANALYSIS 18
    15. 15. 19 WHEN TO USE WHAT METHOD? What do we know? User Interviews Contextual Inquiry, Field Studies & Ethnography Diary & Journal Studies Benchmark Usability Tests Card Sorting Surveys How did we do? Usability & Concept Tests Eye Tracking A/B & Multivariate Tests Data Analysis How are we doing? Usability & Concept Tests Eye Tracking Diary & Journal Studies
    16. 16. 20 WHEN TO USE WHAT METHOD? Question Stage Method User Interviews Contextual Inquiry & Ethnography How do our users do [behavior or task]? Learn How should we organize our content so that people can find what they need? Learn Card Sorting What can we do better than our competitors? Learn Benchmark Usability Test Build Are users focusing on the part of the screen we want them to focus on? Meas Eye Tracking
    17. 17. 21 WHEN TO USE WHAT METHOD? Question Method Build Is our mobile app easy to use on the go? Stage Field Studies Meas Diary/Journa ure l Studies Build Can our users easily add items to their shopping cart? Meas ure Usability Test What’s the best way to get people to add something to their cart? Measure A/B or Multivariate Tests Learn
    18. 18. USER RESEARCH DIFFERENT APPROACHES 22
    19. 19. IN-LAB 24
    20. 20. TWITTER’S USABILITY LAB 25 https://secure.flickr.com/photos/kvans/5087072690/sizes/l/in/photostream/
    21. 21. REMOTE TESTING 26 http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
    22. 22. GUERRILLA TESTING 27
    23. 23. LEAN UX 28
    24. 24. 29 WHEN TO USE WHAT APPROACH? $ is Not an Issue In-Lab Remote No Time Lots of Time Guerrilla/Lean $ is an Issue
    25. 25. USER RESEARCH BEST PRACTICES 30
    26. 26. HOW MANY USERS TO TEST You Only Need to Test 5 Users 31
    27. 27. I WANT A FASTER HORSE! 33 http://www.flickr.com/photos/49024304@N00/4105700127
    28. 28. DON’T LEAD THE WITNESS 34
    29. 29. 35 ACT LIKE A THERAPIST WHAT DO YOU THINK THAT BUTTON DOES?
    30. 30. LISTEN 36
    31. 31. SMILE. WITH YOUR EYES. 37 http://www.flickr.com/photos/sean-b/245744537
    32. 32. FOLLOW A SCRIPT 38 Veer off-script, but stay on track. http://www.indiana.edu/~audioweb/T284/krug_questions.html
    33. 33. 39 RECORD EVERYTHING! http://www.livescribe.com/smartpen/ http://silverbackapp.com/
    34. 34. DEBRIEF AFTER EACH INTERVIEW OR TEST 40
    35. 35. ANALYZE: AFFINITY MAPPING 41
    36. 36. ACTIVITY: Dive in OBJECTIVES 1.Create a script 2.Pair GROUPS 30 MINUTES 3.Each person interviews the other. Switch 4. Report back to the group what you learned 5.Make a top ten
    37. 37. HEADER Q&A 43

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