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No Design without Research

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  • 1. Image Attribution: Flickr User (nz)dave Frontend conference Zurich 2012 Memi Beltrame No Design without Research
  • 2. Trust me
  • 3. THis is you:
  • 4. Designer Ever All they want is PONies
  • 5. your Customer:
  • 6. The Price you payfor making Business Drinkable Rainbows! Want!!!
  • 7. «They‘re Never Gonna Pay for it» YOUR MISSIONMake the Customer want tohave the best for the users
  • 8. Research
  • 9. « In God We trust,The rest Bring Data » W. Edwards Deming
  • 10. Gut feeling takes you only so far.(So does research, btw)
  • 11. Benefits of Research★ Handles Assumptions★ Helps to understand★ Helps to focus
  • 12. Research confrontsexisting assumptions.
  • 13. Customers stick totheir assumptions. Relentlessly.
  • 14. Focus on what matters
  • 15. You Don‘t Sell Features,You Built Features.You Sell Benefit.Mike Monteiro
  • 16. You Don‘t Sell Features,You Built Features.You Sell Benefit.Mike Monteiro
  • 17. Barriers to Research★ Money (and time)★ Assumptions on Scope
  • 18. Money «They‘re NeverGonna Pay for it»
  • 19. Don‘t Low-Ball, Don‘t ForecloseLet the customer say no.
  • 20. Research: The Price you payfor making Business
  • 21. Scope«We know what we want, Here are the Specs »
  • 22. Say No.Implementing specs is notdesign, it‘s decoration
  • 23. «We Need a Redesign»
  • 24. «We Need a Redesign» «I Need A Bypass»
  • 25. Scope«We did Market Research»
  • 26. Market ResearchOFTEN FOCUSES ON THE PEOPLE who buy the Productand IGNORES THOSE Who use it
  • 27. Catfood
  • 28. Types of Research★ Other‘s Research★ Stakeholder Research★ User Research
  • 29. Other‘s Research it! ! ET AP G E ‘S CH IT
  • 30. 10% of menare color blind
  • 31. 1 in 10 men can‘t see a difference here:
  • 32. Smartphone Operating Systems in CH Android 23% iPhone 52% 5% Windows 6% 4% Symbian 10% Others I don‘t know
  • 33. Stakeholders
  • 34. Identifying Stakeholders ★ Decision Makers ★ Funders ★ Champions ★ Showstoppers ★ Affected People
  • 35. You should get to say who has a seat at the table.
  • 36. Stakeholder Research ★ Get to know the business ★ Find out about strategy & scope ★ Learn about perceived risks ★ Content Strategy: Find out about the creation, delivery and governace of content
  • 37. Stakeholder researchStrategy & scope ➔ Determine Target-groups: Who are we focussing on, who explicitly not.
  • 38. Stakeholder researchStrategy & scope ➔ Elevator pitch: Formulate a concise vison for the project
  • 39. Stakeholder researchStrategy & scope ➔ Business value poker: find out which parts of the project matter to the customer.
  • 40. Stakeholder researchRisk assessment ➔ „Pre Mortem“ activity to give the customer an early opportunity to express fears
  • 41. Stakeholder researchContent Strategy
  • 42. A Note of Warning
  • 43. Stakeholder researchContent Strategy★ Content Audit: assess all available content and define its state (Redundant, Outdated, Irrelevant)★ Define what is to happen with the content until when★ Help establish ownership & responsibility
  • 44. Content Audit
  • 45. Crucial AutomateLong-Lasting Short-lived Get Rid of Trivial
  • 46. ➔ The usage of real data for designs implies the existence of real data!
  • 47. Users
  • 48. User Research Methods Analysis Userstatistics What people did Observation Contextual User Diary Observation Inquiry What people do Focus Groups Structured Interviews Unstructured Surveys Inquiry interviews What people say Quantitative Quantitative Why and how? How many? How often?Source: Moser, Chistian „User Experience Design“. 2012, Springer Vieweg
  • 49. User Research★ Find out what users really need★ Find out how they react to your work★ Find out how they behave
  • 50. User researchFind out user needs ➔ User workshops ➔ Card sorts
  • 51. User researchFind out user needs★ User interviews★ User observation
  • 52. User researchFind out user reaction ➔ Test running site to find out shortcomings
  • 53. User researchFind out user reaction ➔ Test prototypes in user tests
  • 54. User researchFind out user reaction ➔ Test navigations in tree-tests
  • 55. User researchFind out user behaviour ➔ Analyse Server Logs and User Data
  • 56. User researchFind out user behaviour★ Site search Analysis★ Use Anlytics to create funnels and track user behaviour
  • 57. Resources
  • 58. BooksDave Gray Kim Goodwin Kristina HalvorsonSunni Brown Melissa RachJames Macanufo
  • 59. Tools http://silverbackapp.comhttp://www.optimalworkshop.com
  • 60. Recap
  • 61. Do research.It‘s good for you.
  • 62. Thanks!On Twitter: @bratwurstkomet I work at Liip, Zurich http://liip.ch

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