Fake Your Research - UX Masterclass

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This presentation goes through all phases of research - planning, data collection and analysis - and show examples of habits you really should avoid unless you want to fake your own research.

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Fake Your Research - UX Masterclass

  1. 1. Fake Your ResearchAdam Fendrych
  2. 2. Phase 1: Planning
  3. 3. Pick the Wrong Tool
  4. 4. Focus Groups
  5. 5. Card Sorting
  6. 6. Ask the Right People
  7. 7. Use Professional Participants
  8. 8. Overmotivate
  9. 9. Phase 2: Study Design
  10. 10. Framing
  11. 11. Would you like to live in a city?Ask your neighbor
  12. 12. Do you want to travel around theworld?Ask your neighbor
  13. 13. Ask about Future Behavior
  14. 14. Ask What If
  15. 15. Ask People What They Want
  16. 16. Ask People for Solutions
  17. 17. Stay Shallow
  18. 18. Make It Difficult
  19. 19. Make It Easy
  20. 20. Ask without Context
  21. 21. Ask without Context
  22. 22. Quantitative Resarch Stuff
  23. 23. Sort Questions WiselyWhich TV channel is on at the moment?
  24. 24. Sort Questions WiselyWhat does this remind you of?
  25. 25. Give Them the Options You Want to HearRate my companyAwesomeCoolFriendlyThe Best
  26. 26. Put you desired options to the front of the listTell me what type of person you areOutgoing and friendlySilent and reservedRelaxed and coolSmart and funny
  27. 27. Ask about Stuff You Can Verify from Other SourcesHow often do you come to our website?
  28. 28. Ask about Stuff You Can Verify from Other SourcesWhich parts of our website do you visit?
  29. 29. Ask about Stuff You Can Verify from Other SourcesWhy do you come to our website?
  30. 30. Ask about Stuff You Can Verify from Other SourcesWhy do you come to our website?
  31. 31. Ask about Stuff You Can Verify from Other SourcesWhich products are you interested in?
  32. 32. Ask Several Things at the Same TimeDo you want to be richand famous?
  33. 33. Ask Several Things at the Same TimeDo you think women and childrenshould board the safety boat first?
  34. 34. Use Highly Emotional WordsDo you beat your children?Do you punish your children physically?Have you ever slapped your child?
  35. 35. Use Social ProofMany people protect their familythanks to gun posession.Would you like to have a gun?
  36. 36. Phase 3: Data Collection
  37. 37. Show Who You Are
  38. 38. Qualitative Resarch Stuff
  39. 39. Scare the Participants
  40. 40. Scare the Participants
  41. 41. Scare the Participants
  42. 42. Welcome to the test. Let‘sstart with the first task.Scare the Participants
  43. 43. What will they wantfrom me?Scare the Participants
  44. 44. Scare the Participants
  45. 45. Vary the conditions
  46. 46. Vary the conditions
  47. 47. Vary the conditions
  48. 48. Vary the conditions
  49. 49. Vary the conditions
  50. 50. Vary the conditions
  51. 51. Vary the conditionsPro tip: ask each participanta different set of questions
  52. 52. Ask Closed QuestionsYes or no?
  53. 53. Give Them Options to Choose fromDo you think our productexcells in safety, or in greatvalue provided?
  54. 54. Do Not Let Them Finish
  55. 55. Advise ThemAnd what do you think thisbutton does?
  56. 56. Mention Interface Elements in WordingNow, try to add this item to cart
  57. 57. Phase 4: Reporting
  58. 58. Cherry-Pick the Right Data
  59. 59. Cherry-Pick the Right Data
  60. 60. Management Summary Is Your FriendUsers did not complain too much and did not suggestany major improvements. We can say that our websiteis really good!
  61. 61. Use Small TypeThe users actually really struggled with several important areas of gthe website. They could not find this andthat, but that just means they were not the right users. Because our users are smarter than that. The usersactually really struggled with several important areas of gthe website. They could not find this and that, but thatjust means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this andthat, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this andthat, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this andthat, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this andthat, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this andthat, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this andthat, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this andthat, but that just means they were not the right users. Because our users are smarter than that.
  62. 62. Use lots of complicated graphs
  63. 63. Do not reveal your study design
  64. 64. Make quantitative assumptions based on low sample sizeOur users wear glassesand striped t-shirts
  65. 65. Make quantitative assumptions based on low sample sizeNow would you mind fillingthis SUS form for me?
  66. 66. How many participants didwe have? Enough!Make quantitative assumptions based on low sample size
  67. 67. Final PRO tipNever Test Your Results!
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