Qualitative: rich, open-ended understanding of users / domain
Quantitative: recommendations grounded in data (help make case to management)
3-stage user research Stage 1: Explore Interviews, free-listing Stage 3: Verify / Refine Large-sample closed card-sorting 3 stages Stakeholders User thinking / categorization Preliminary IA Stage 2: Understand Open card-sorting Verify categorization Top-level categories Scope of content & functionality ebay.com Community Buy Sell Sub cat1 SubCat2 SubCat3 xx SubCat1 Subcat4 Subcat3 Subcat2 xx xx xxx SubCat3 SubCat5 SubCat4 SubCat6 SubCat4 xx xxx xx xxx xxx xxx SubCat4 SubCat5 SubCat1 SubCat2 xxx xx xx
Deliverable: site-map with structure for main parts of eBay.com.
map used as blueprint of IA redesign (took 2 years).
Generalized to international eBays.
Positive business implications (ROI)!
Users did not protest!
site.com Top Category 3 Top Category1 Top Category 2 Top Category 4 SubCat1 Sub cat1 SubCat2 xx SubCat3 xx xx SubCat2 SubCat3 SubCat5 xx xx xx xx SubCat1 Subcat4 Subcat3 Subcat2 xx xx xxx SubCat3 SubCat5 SubCat4 SubCat6 SubCat4 xxx xx xx xxx xx xxx xxx xxx SubCat7 SubCat4 SubCat5 SubCat6 SubCat1 SubCat2 xx xx xxx xx xxx xx xx SubCat4 xx Preliminary IA
Duct-tape research! There has to be a better way - fast, cheap (relatively) & online…
Inspiration from cognitive anthropology, psychology, market research
Quantitative aggregation & visualization
Categorizations Preferences Language
Who we built for: designer persona Needs convenient methods to do research Does not want to spend time learning statistics The busy designer / researcher who wants to look at patterns visually Want to directly interact with users, does not have time
Who we built for: participant persona “ This was the most fun I have had in a while!” “ It is very easy to complete the task. In fact, I had fun doing this.” The not-tech savvy person who occasionally takes surveys “ I think there are too many cards. But it was kind of fun.”