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 pay
for making Business
Drinkable
Rainbows!
Want!!!

7. «They‘re Never
Gonna Pay for it»
YOUR MISSION
Make the Customer want to
have 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 confronts
existing assumptions.

13. Customers stick to
their 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 Never
Gonna Pay for it»

19. Don‘t Low-Ball,
Don‘t Foreclose
Let the customer
say no.

20. Research:
The Price you pay
for making Business

21. Scope
«We know what we want,
Here are the Specs »

22. Say No.
Implementing specs is not
design, it‘s decoration

23. «We Need a Redesign»

24. «We Need a Redesign»
«I Need A Bypass»

26. Scope
«We did Market
Research»

27. Market Research
OFTEN FOCUSES ON THE PEOPLE
who buy the Product
and IGNORES THOSE Who use it

28. Catfood

29. Types of Research
★ Other‘s Research
★ Stakeholder Research
★ User Research

30. Other‘s Research
it! !
ET AP
G E
‘S CH
IT

31. 10% of men
are color blind

32. 1 in 10 men can‘t see
a difference here:

33. Smartphone Operating Systems in CH
Android
23%
iPhone 52% 5% Windows
6%
4% Symbian
10%
Others
I don‘t know

34. Stakeholders

35. Identifying Stakeholders
★ Decision Makers
★ Funders
★ Champions
★ Showstoppers
★ Affected People

36. You should get to say who
has a seat at the table.

37. 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

38. Stakeholder research
Strategy & scope
➔ Determine Target-groups:
Who are we focussing on, who
explicitly not.

41. Stakeholder research
Strategy & scope
➔ Elevator pitch:
Formulate a concise vison for the
project

42. Stakeholder research
Strategy & scope
➔ Business value poker: find out which
parts of the project matter to the
customer.

45. Stakeholder research
Risk assessment
➔ „Pre Mortem“ activity to give the
customer an early opportunity to
express fears

47. Stakeholder research
Content Strategy

48. A Note of Warning

50. Stakeholder research
Content 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

51. Content Audit

52. Crucial
Automate
Long-Lasting Short-lived
Get Rid of
Trivial

53. ➔ The usage of real data for designs
implies the existence of real data!

54. Users

55. 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

56. User Research
★ Find out what users really need
★ Find out how they react to your
work
★ Find out how they behave

57. User research
Find out user needs
➔ User workshops
➔ Card sorts

59. User research
Find out user needs
★ User interviews
★ User observation

61. User research
Find out user reaction
➔ Test running site to find out
shortcomings

62. User research
Find out user reaction
➔ Test prototypes in user tests

63. User research
Find out user reaction
➔ Test navigations in tree-tests

64. User research
Find out user behaviour
➔ Analyse Server Logs and User Data

65. User research
Find out user behaviour
★ Site search Analysis
★ Use Anlytics to create funnels and
track user behaviour

66. Resources

67. Books
Dave Gray Kim Goodwin Kristina Halvorson
Sunni Brown Melissa Rach
James Macanufo

68. Tools
http://silverbackapp.com
http://www.optimalworkshop.com

69. Recap

70. Do research.
It‘s good for you.

71. Thanks!
On Twitter: @bratwurstkomet
I work at Liip, Zurich
http://liip.ch