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Four things you gotta know about UX Research
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Four things you gotta know about UX Research

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Used for a guest lecture delivered for students at the Art Institute College of Design in Pasadena, California.

Used for a guest lecture delivered for students at the Art Institute College of Design in Pasadena, California.

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  • 1. FOURTHINGS YOU GOTTA KNOW about UX Research in an hour @JohnAmirAbbassi UX Research Manager, StubHub
  • 2. MY PATH “You can't connect the dots looking forward you can only connect them looking backwards…you have to trust that the dots will somehow connect in your future.” - Steve Jobs Talking to 50 frustrated customers a night! Improving experiences and measuring them. Marrying what people are doing with why… Building a maturing UX Research practice
  • 3. ISO 9241-210[1] defines user experience as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service"
  • 4. UX = how users feel and respond to what you have created
  • 5. You are an awesome designer. ! Why should you care?
  • 6. “Successful invention is inventions that customers care about. It’s actually relatively easy to invent new things that customers don’t care about.”
  • 7. Great Success Not so much Source: http://blog.kissmetrics.com/lessons-from-jeff-bezos/
  • 8. How do you know your design or idea is great? ! You test it! (The right way).
  • 9. UX Research = provides insights about possible and actual users of your products and their abilities to the right people at the right time Adapted from Tomer Sharon’s from Google’s definition found here... Source: https://speakerdeck.com/tsharon/winning-that-elusive-buy-in-for-ux-research-webdagene-2013
  • 10. Adapted from source: http://media-cache-ak0.pinimg.com/736x/14/32/61/143261c496a06e51ed69c000d1cc2dfc.jpg TYPES OF RESEARCH Typically comes from market research Attitudes - what people tell us Behaviors - what people do “IS IT EASY TO USE?” aka Usability Testing
  • 11. USER RESEARCH BELIEVES IN ! OBSERVATION OF PEOPLE IN ACTION OR ASKINGTHEMTO RECALL WHAT THEY’VE DONE INTHE PAST ! WE DON’TTYPICALLY ASK “WOULDYOU WANTTHIS?” or “WOULDYOU DOTHIS?”
  • 12. George Brett
  • 13. Attitudes vs Behaviors
  • 14. 4TIPS FOR GREAT RESEARCH 1 - GET OUT OFYOUR BUBBLE TALK AND WATCH REAL PEOPLE
  • 15. THINGSTO REMEMBER You will always be surprised by how people you are designing for think.
  • 16. AVOIDTHE MYTH OFTHE GENERIC USER Who are you creating for? What are his/her needs? beliefs? Recruit a representative group of people and observe and/or interview them GOAL: EMPATHIZE
  • 17. 4TIPS FOR GREAT RESEARCH 1I - USETHE RIGHT METHODSTO GETTHE RIGHT ANSWERS
  • 18. 4TIPS FOR GREAT RESEARCH 1I - USETHE RIGHT METHODSTO GETTHE RIGHT ANSWERS Low Fidelity High Fidelity USERTESTING CONTEXTUAL INQUIRY EYETRACKING ETHNOGRAPHY RAPID ITERATIVETESTING AND EVALUATION (R.I.T.E.) 5 SECONDTEST A/BTESTING FOCUS GROUPS Conceptual FIRST CLICKTEST BENCHMARKING SURVEYS DIARY STUDIES GENERATIVE WHAT SHOULD WE MAKE? EVALUATIVE HOW SHOULD IT WORK? CARD SORTING TREETESTING
  • 19. 4TIPS FOR GREAT RESEARCH 1I - USETHE RIGHT METHOD WHATYOU NEED
  • 20. 4TIPS FOR GREAT RESEARCH 1I - USETHE RIGHT METHOD WHATYOU NEED WEBCAM FOCUSED ON THE PARTICIPANT LAPTOP W/GO TO MEETING OR CAMTASIA SLED W/WEBCAM OR APPLE TV PARTICIPANT MODERATOR
  • 21. 4TIPS FOR GREAT RESEARCH 3 - GARBAGE IN = GARBAGE OUT TEST WITH AN OUTPUT IN MIND Create a research plan: ! Objective - We are testing the usability of the login for our registration system. ! Hypothesis/Assumptions - The login for the registration system will streamline the class registration process by reducing the average number of steps it takes to register by 25%. ! The login will be intuitive, all users tested will be able to login without assistance. ! Recruitment Criteria - Recruiting students (current and prospective), teachers. 10 total. ! Tasks - what do we want them to do, so we can measure them doing it? (Log in, Register).
  • 22. 4TIPS FOR GREAT RESEARCH RECORD PEOPLE SOYOU CAN REVIEW WHATTHEY DID: ! ! DOWNLOAD THE RAINBOW SPREADSHEET HERE: http://bit.ly/1nIBW2T GOOGLE “GOTO MEETING” OR “CAMTASIA” FOR SCREEN CAP SOFTWARE
  • 23. 4TIPS FOR GREAT RESEARCH For the hardcore geeks... www.measuringusability.com SUS scores Probabilities
  • 24. 4TIPS FOR GREAT RESEARCH 4 -TIMING ANDTEAMWORK IS EVERYTHING Pay at the Pump New Mobile App Home Screen
  • 25. THINGSTO REMEMBER 4 -TIMING ANDTEAMWORK IS EVERYTHING 3 -TEST WITH AN OUTPUT IN MIND 2 - USETHE RIGHT METHODSTO GET THE RIGHT ANSWERS 1 - GET OUT OFYOUR BUBBLE, TALK AND WATCH REAL PEOPLE Peeps to follow on twitter: @jmspool @cydharrell @boltron @uie @usertesting @adaptivepath @measuringu Sites to bookmark www.nngroup.com - Great source for tons of info on testing and usability www.optimalworkshop.com - Card sort/tree test/first click testing tool www.usabilityhub.com - Almost free first click and 5 second testing (with designers) www.usertesting.com - Remote usability, build a prototype and post it.They will do the rest.
  • 26. Book suggestions Don’t make me think by Steve Krug Eye tracking the 
 user experience by Aga Bojko Measuring
 user experience byTomTullis/Bill Albert
  • 27. Thanks! ! linkedin.com/in/jabbassi @JohnAmirAbbassi