More Than Usability
7 User Research Methods to Cover
Every Corner.
HI, I’M RAZAN
UX RESEARCHER & DESIGNER –
@razsadeq
STYLIGHT
IN THIS TALK
The role of user research in product development
User Research methods and tools to improve
products and serv...
Why Research?
It’s important because you are not your user.
WHY RESEARCH
2.77 Billion
internet users
510 Million
active websites
USER VALUE
Does this website give me value?
Is it easy to use?
Is it pleasant to use?
WHEN SHOULD I RESEARCH
At the beginning? At the end?
w
UX is not a part of the process..
UX is the process.
WHEN SHOULD I RESEARCH
WHEN SHOULD I RESEARCH
PLANNING
Inspire, explore,
choose new directions
and opportunities
DEVELOPMENT
Inform and optimise
...
TERMINOLOGY
UX DESIGN is the discipline: what we do. Designing
a joyful, effective, efficient, services and products.
TERMINOLOGY
USER-CENTRED DESIGN is a process: how we do it.
It generally includes research, ideation, prototyping,
testing...
TERMINOLOGY
USER RESEARCH is a set of techniques implemented
to understand users needs, desires, and behaviours to
create ...
OUR FAVOURITE 7 METHODS OF USER RESEARCH
FIELD
STUDY
DESIRABILITY
STUDIES
SURVEYS
& POLLS
USABILITY
STUDIES
REMOTE
TESTING...
3 DIMENSIONS
Attitudinal vs. Behavioural
Natural use vs. Scripted use vs. No Use
Quantitative vs. Qualitative
BE WARE OF DATA TYPES
Expectations
Reactions
Confusion
Comprehension
Behavior
Page Views
Bounce Rate
Time On Site
Yes/No
T...
BE WARE OF DATA TYPES
QUANTITATIVE QUALITATIVE
Numbers can tell you
what people do
& when they do it
Research will tell yo...
Preparation 1: Plan your UX research
Title
Background
Goals
Research questions
Methodology
Participants
Schedule
Interview...
Preparation 2: GET THE MINDSET
Assume a beginner’s mindset
Be Proactive
Be Curious
Question Everything
Don’t judge
Communi...
FIELD
STUDY
FIELD STUDY (1)
WHAT IS IT?
• It’s going where your users are to understand first-
hand how they actually do things.
• It’...
FIELD STUDY (2)
WHEN TO USE?
• To develop innovative concepts that guide future
product development.
• To identify opportu...
FIELD STUDY (3)
HOW TO USE IT?
• Get representative audience
• Brainstorm 3-5 questions
• Ask plenty of whys and let them ...
FIELD STUDY (4)
TIPS & TOOLS
• On recruiting users
• Try to go as a team of 2~3
• Do not interrupt
• do not asked question...
SURVEYS
& POLLS
SURVEYS & POLLS (1)
WHAT IS IT?
• It’s typically a set of questions used to assess a
participant’s preferences, attitudes,...
WHEN TO USE?
• Learning about people’s general preferences in a certain
area.
• Gathering feedback on a live product or du...
HOW TO USE IT?
SURVEYS & POLLS (3)
• Prepare a survey
• Send out to users
• Sit back, relax, and see the data roll in.
• V...
TIPS & TOOLS
• Add a screener test to check who is representative.
• Google forms with easy visualisation tools
• SurveyMo...
DESIRABILITY
STUDIES
DESIRABILITY STUDIES (1)
WHAT IS IT?
• A mix of quantitative and qualitative methods that
allow you to assess users’ attit...
WHEN TO USE?
• You want to test the first impression of a design.
• You want to understand what emotions are triggered by
...
HOW TO USE IT?
• Get users feedback on the different design options.
• Ask them to choose what adjectives* they associate
...
HOW TO USE IT?
• Present results: Venn diagram or if using paired
opposites you can present it in a meter
DESIRABILITY STU...
TIPS & TOOLS
• Silverback
• Camtasia
• InvisionApp
• Solidifyapp
• Verifyapp
DESIRABILITY STUDIES (4)
USABILITY
STUDIES
USABILITY STUDIES (1)
WHAT IS IT?
• A technique used for evaluating a product by testing it
with representative users.
• I...
WHEN TO USE?
• You have an interactive site or mock up.
• You want to measure the efficiency, accuracy, emotional
response...
HOW TO USE IT?
• Based on specific scenarios, prepare a set of tasks.
• Introduce the tester to the process.
• Ask them to...
TIPS & TOOLS
• Steve Krug
• Silverback / Camtasia
• ipevo ziggi hd
• whatusersdo questions
• Echo. Boomerang. Columbo.
• D...
REMOTE
TESTING
REMOTE TESTING (1)
WHAT IS IT?
• Usability testing done remotely with a number of
users.
WHEN TO USE?
• In the same circumstances you use for an in-house or
in-lab usability test
• It’s hard to recruit
• You got...
HOW TO USE IT?
• Set tasks
• Select users
• Watch the results
REMOTE TESTING (3)
TIPS & TOOLS
• UserTesting.com
• trymyui.com
• whatusersdo.com
• cost: 25-50€
• Drawbacks: you can’t ask why.
REMOTE TESTI...
A/B
TESTING
A/B TESTING (1)
WHAT IS IT?
• Unleashing two different versions of a design on the
world and see which performs the best.
WHEN TO USE?
• When two options are developed, both with obvious
benefits, but with different focuses, but you are not
sur...
HOW TO USE IT?
• Develop two options, or add a feature.
• Give it to the techies.
• Let it run for a sufficient time, depe...
TIPS & TOOLS
• Know your site, dive into it’s analytics.
• Identify the areas to test.
• Always go for small variations. O...
RESEARCHING
WITHOUT USERS
WHEN TO USE?
• Decision Makers are unconvinced
• Difficult access to users
• lack of budget
• lack of time
• corporate pol...
HOW TO USE IT?
RESEARCHING WITHOUT USERS (2)
• Play Detective : Get the most out of your team. Talk to
the sales people an...
HOW TO USE IT?
RESEARCHING WITHOUT USERS (3)
• Web Diving : find forums where your users exist, social
media, visit compet...
OUR FAVOURITE 7 METHODS OF USER RESEARCH
FIELD
STUDY
DESIRABILITY
STUDIES
SURVEYS
& POLLS
USABILITY
STUDIES
REMOTE
TESTING...
BOTTOM LINE
Every design decision that we make is a
hypothesis; a proposal about how companies can
change people's behavio...
BOTTOM LINE
be agile
design in a modular manner
and pray things will go your way.
THANK YOU!
Upcoming SlideShare
Loading in...5
×

More Than Usability

1,910

Published on

7 User Research Methods to Cover Every Corner.

Published in: Design, Technology
3 Comments
15 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,910
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
89
Comments
3
Likes
15
Embeds 0
No embeds

No notes for slide

More Than Usability

  1. 1. More Than Usability 7 User Research Methods to Cover Every Corner.
  2. 2. HI, I’M RAZAN UX RESEARCHER & DESIGNER – @razsadeq STYLIGHT
  3. 3. IN THIS TALK The role of user research in product development User Research methods and tools to improve products and services
  4. 4. Why Research? It’s important because you are not your user.
  5. 5. WHY RESEARCH 2.77 Billion internet users 510 Million active websites
  6. 6. USER VALUE Does this website give me value? Is it easy to use? Is it pleasant to use?
  7. 7. WHEN SHOULD I RESEARCH At the beginning? At the end?
  8. 8. w UX is not a part of the process.. UX is the process. WHEN SHOULD I RESEARCH
  9. 9. WHEN SHOULD I RESEARCH PLANNING Inspire, explore, choose new directions and opportunities DEVELOPMENT Inform and optimise UX in order to reduce risk and improve usability ASSESS Measure product performance against itself or its competition
  10. 10. TERMINOLOGY UX DESIGN is the discipline: what we do. Designing a joyful, effective, efficient, services and products.
  11. 11. TERMINOLOGY USER-CENTRED DESIGN is a process: how we do it. It generally includes research, ideation, prototyping, testing, and iteration as required.
  12. 12. TERMINOLOGY USER RESEARCH is a set of techniques implemented to understand users needs, desires, and behaviours to create and improve the user experience.
  13. 13. OUR FAVOURITE 7 METHODS OF USER RESEARCH FIELD STUDY DESIRABILITY STUDIES SURVEYS & POLLS USABILITY STUDIES REMOTE TESTING A/B TESTING RESEARCHING WITHOUT USERS
  14. 14. 3 DIMENSIONS Attitudinal vs. Behavioural Natural use vs. Scripted use vs. No Use Quantitative vs. Qualitative
  15. 15. BE WARE OF DATA TYPES Expectations Reactions Confusion Comprehension Behavior Page Views Bounce Rate Time On Site Yes/No True/False QUANTITATIVE QUALITATIVE
  16. 16. BE WARE OF DATA TYPES QUANTITATIVE QUALITATIVE Numbers can tell you what people do & when they do it Research will tell you how they do it & why they do it
  17. 17. Preparation 1: Plan your UX research Title Background Goals Research questions Methodology Participants Schedule Interview Script
  18. 18. Preparation 2: GET THE MINDSET Assume a beginner’s mindset Be Proactive Be Curious Question Everything Don’t judge Communicate your research
  19. 19. FIELD STUDY
  20. 20. FIELD STUDY (1) WHAT IS IT? • It’s going where your users are to understand first- hand how they actually do things. • It’s a discovery process, it’s learning and not testing.
  21. 21. FIELD STUDY (2) WHEN TO USE? • To develop innovative concepts that guide future product development. • To identify opportunities for enhancing an existing product.
  22. 22. FIELD STUDY (3) HOW TO USE IT? • Get representative audience • Brainstorm 3-5 questions • Ask plenty of whys and let them show you how. • Observe what they don’t say, play detective. • Translate the research results into affinity diagrams and sequence models.
  23. 23. FIELD STUDY (4) TIPS & TOOLS • On recruiting users • Try to go as a team of 2~3 • Do not interrupt • do not asked questions that create any bias. • Silence is ok. • Don’t forget to reward.
  24. 24. SURVEYS & POLLS
  25. 25. SURVEYS & POLLS (1) WHAT IS IT? • It’s typically a set of questions used to assess a participant’s preferences, attitudes, characteristics and opinions on a given topic.
  26. 26. WHEN TO USE? • Learning about people’s general preferences in a certain area. • Gathering feedback on a live product or during a pilot. • Quantifying results from qualitative research activities such as contextual enquiry or interviews. SURVEYS & POLLS (2)
  27. 27. HOW TO USE IT? SURVEYS & POLLS (3) • Prepare a survey • Send out to users • Sit back, relax, and see the data roll in. • Visualise and communicate
  28. 28. TIPS & TOOLS • Add a screener test to check who is representative. • Google forms with easy visualisation tools • SurveyMonkey / SurveyGismo • Facebook / Twitter SURVEYS & POLLS (4)
  29. 29. DESIRABILITY STUDIES
  30. 30. DESIRABILITY STUDIES (1) WHAT IS IT? • A mix of quantitative and qualitative methods that allow you to assess users’ attitudes toward the functional and/or visual appeal of the website.
  31. 31. WHEN TO USE? • You want to test the first impression of a design. • You want to understand what emotions are triggered by different design options. • You want to measure visual design directions against specific adjectives to help make a final decision DESIRABILITY STUDIES (2)
  32. 32. HOW TO USE IT? • Get users feedback on the different design options. • Ask them to choose what adjectives* they associate with each design, and ask them why. • For a quantitative result, attach the design options in a survey to be sent out to a large number of people DESIRABILITY STUDIES (3) * Modern. Fun. Accessible. Organized. Stressful. Empowering. Busy. Easy to use. Sexy. Expensive. Confusing. Attractive. Hectic. Trustworthy… etc.
  33. 33. HOW TO USE IT? • Present results: Venn diagram or if using paired opposites you can present it in a meter DESIRABILITY STUDIES (3)
  34. 34. TIPS & TOOLS • Silverback • Camtasia • InvisionApp • Solidifyapp • Verifyapp DESIRABILITY STUDIES (4)
  35. 35. USABILITY STUDIES
  36. 36. USABILITY STUDIES (1) WHAT IS IT? • A technique used for evaluating a product by testing it with representative users. • It’s about testing the interactions, more than the impression.
  37. 37. WHEN TO USE? • You have an interactive site or mock up. • You want to measure the efficiency, accuracy, emotional response and recall. • The numbers are telling you something is wrong. • You have flaws in your website but not sure where to start. USABILITY STUDIES (2)
  38. 38. HOW TO USE IT? • Based on specific scenarios, prepare a set of tasks. • Introduce the tester to the process. • Ask them to think aloud. • Start Recording. • Ask them whys, but avoid bias. • Review the videos with your team. USABILITY STUDIES (3)
  39. 39. TIPS & TOOLS • Steve Krug • Silverback / Camtasia • ipevo ziggi hd • whatusersdo questions • Echo. Boomerang. Columbo. • Don’t forget to reward. USABILITY STUDIES (4)
  40. 40. REMOTE TESTING
  41. 41. REMOTE TESTING (1) WHAT IS IT? • Usability testing done remotely with a number of users.
  42. 42. WHEN TO USE? • In the same circumstances you use for an in-house or in-lab usability test • It’s hard to recruit • You got little time • You got few equipments • You want a totally fresh perspective REMOTE TESTING (2)
  43. 43. HOW TO USE IT? • Set tasks • Select users • Watch the results REMOTE TESTING (3)
  44. 44. TIPS & TOOLS • UserTesting.com • trymyui.com • whatusersdo.com • cost: 25-50€ • Drawbacks: you can’t ask why. REMOTE TESTING (4)
  45. 45. A/B TESTING
  46. 46. A/B TESTING (1) WHAT IS IT? • Unleashing two different versions of a design on the world and see which performs the best.
  47. 47. WHEN TO USE? • When two options are developed, both with obvious benefits, but with different focuses, but you are not sure which will be more effective. • You have metrics to test against (macro and micro conversions) A/B TESTING (2)
  48. 48. HOW TO USE IT? • Develop two options, or add a feature. • Give it to the techies. • Let it run for a sufficient time, depending on how many people visit your site daily. • Roll out the better version. A/B TESTING (3)
  49. 49. TIPS & TOOLS • Know your site, dive into it’s analytics. • Identify the areas to test. • Always go for small variations. One alteration at a time. A/B TESTING (4)
  50. 50. RESEARCHING WITHOUT USERS
  51. 51. WHEN TO USE? • Decision Makers are unconvinced • Difficult access to users • lack of budget • lack of time • corporate policies • bureaucracy RESEARCHING WITHOUT USERS (1)
  52. 52. HOW TO USE IT? RESEARCHING WITHOUT USERS (2) • Play Detective : Get the most out of your team. Talk to the sales people and customer support. • Buy existing research : nngroup, delloit, step two designs internet research, Baymard institute, DHL, Papers, Publications
  53. 53. HOW TO USE IT? RESEARCHING WITHOUT USERS (3) • Web Diving : find forums where your users exist, social media, visit competitors. • Follow the trend on market-leading sites are doing.
  54. 54. OUR FAVOURITE 7 METHODS OF USER RESEARCH FIELD STUDY DESIRABILITY STUDIES SURVEYS & POLLS USABILITY STUDIES REMOTE TESTING A/B TESTING RESEARCHING WITHOUT USERS
  55. 55. BOTTOM LINE Every design decision that we make is a hypothesis; a proposal about how companies can change people's behaviour.
  56. 56. BOTTOM LINE be agile design in a modular manner and pray things will go your way.
  57. 57. THANK YOU!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×