Guerrilla User Research - Confab Intensive 2016
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Guerilla research techniques for content minded professionals
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Guerrilla User Research - Confab Intensive 2016
- 2. I teach at the UW iSchool #guerrillaUX @meaningmeasure
- 3. Really, I help organizations make the right content for the right people on the right channels.
- 4. My Typical Content Strategy Workflow Research Touch points, task flow Brand, style, voice & tone guides Content mapping Core model Site map PDD Proto-content wireframe Brief Page tables Content pattern library (Interface) copywriting A/B and other testing Measurement Optimization Revision
- 6. Definitions
- 7. Techniques
- 8. Tools
- 9. Resources
- 10. Guerrilla
- 11. Guerrilla
- 12. Low Cost
- 13. Low on Time
- 14. Buy-in optional
- 16. Project Management User Research Content Strategy SEO / PPC Dev Visual Design Analytics Interaction Design Social Media So much for the T-model
- 17. User research vs User testing
- 18. https://userbrain.net/blog/7-step-guide-guerrilla-usability-testing-diy-usability-testing-method
- 19. Who does the research?
- 21. Message can inform structure and features
- 26. Data @natearcher
- 27. Why?
- 29. How much? Who cares? How long?
- 30. Techniques
- 31. Interview
- 32. Interview
- 33. Journalistic Open ended Use prompts Curiosity Delay judgment and opinion http://www.contentstrategyinc.com/get-what-you-need-learning-from-journalism-when-interviewing-stakeholders-and-audiences/
- 34. From the librarians: The 5 whys https://en.wikipedia.org/wiki/5_Whys
- 36. Take turns being Note-taker, Interviewer, and Interviewee Form groups of 3 (if 4, 2 notetakers) Ask questions from page 2 of handout 4 minutes per session *If 4 members, 1 skips interviewee role
- 37. Get your interview on http://azadux.com/spotshop/
- 41. Taking itto the streets Getyourgorilla suiton In store On campus On main street
- 42. Catherine Ho, REI http://www.slideshare.net/UXPA/employee-tools- dont-have-to-suck-how-rei-upleveled-their-retail-service-design- through-user-research
- 46. 0-1-2 No way. Meh. Yay!Likert Scales Meh.
- 47. Talk Listen
- 48. Interview all the ways In-person Online On the phone One on one In groups On the street In private In public Record Take notes Formal questionnaire A or B Conversation
- 49. Finding people Ask your client Friends Family Co-workers Professional Network Ask online Go to the location Go to likely locations Find online groups or forums Sales people Customer Service Colleagues who work with those users
- 50. Techniques Interviews Surveys/Questionnaires Card sort or test Opinion poll Task walk-through
- 51. Other techniques Danielle Cooley http://www.slideshare.net/dgcooley/field-research-for-user-experience-9698347
- 52. Build your research program Why What HowWho When Where
- 61. Google
- 63. Your analytics Unique Visitors Unique Visits Bounce rate Time on page Next steps/traffic sources
- 64. You down with OPD?
- 65. SEM Rush
- 66. BuzzSumo
- 70. User Journeys (a fast hack)
- 77. But understand real users don’t follow ideal paths. Cover all of their connections in your content mapping.
- 78. Map content to real but ideal user journeys
- 81. Tools http://optimalworkshop.com http://usertesting.com http://www.semrush.com http://buzzsumo.com
- 82. Thank you! I’ve been @meaningmeasure Misty Weaver
Editor's Notes
- My real job knowing audiences and their needs, wrangling content producers and technology. Herding cats. I help get the right content done on time, where it belongs.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- So, let’s talk about myths that are preventing our clients from getting the most from content and SEO and also keeping them from understanding what their teams need to make these tactics successful.
- Inform. I’m here. I’m useful. Visibility Answer. I’m relevant! I have the actual thing you’re looking for! You need a content strategy to do this
- People come from anywhere and everywhere and take their own paths, you just have to make sure you have enough coverage and connection.
- User research that answers these questions for your ideation, production, and promotion
- Eye chart