Big Design 2012 - Guerrilla Design & Research Methods Workshop

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Big Design 2012 - Guerrilla Design & Research Methods Workshop

  1. 12 20 n sig )e (D gBi Guerrilla Design & Research Methods #GRMethods Russ Unger ¦ @russu
  2. #GRMethods ¦ @russuWhy?
  3. #GRMethods ¦ @russuTrue or False?
  4. #GRMethods ¦ @russu“Traditional Research: Tens of Thousands of Dollars.
  5. #GRMethods ¦ @russuTrue.
  6. #GRMethods ¦ @russu“We don t have the time or budget for research.
  7. #GRMethods ¦ @russuFalse.
  8. #GRMethods ¦ @russu“We don t have access to users. We are our users. We know what our users want/need.
  9. #GRMethods ¦ @russuFalse.
  10. #GRMethods ¦ @russu“We don t have the talent/skill to perform research.
  11. #GRMethods ¦ @russuFalse.
  12. #GRMethods ¦ @russu“Market Research is what you do whenyour product isn t any good.Edwin H. Land, Polaroid(invented instant photography) http://5election.com/2010/11/20/edwin-herbert-land-polaroid-company/
  13. #GRMethods ¦ @russuWhat Makes Something Guerrilla?
  14. #GRMethods ¦ @russu“It is a body of unconventional ways of pursuingconventional goals. It is a proven method of gaining insightachieving profits with minimum money.Jay Conrad Levinson Source: http://gmarketing.com/
  15. #GRMethods ¦ @russu“Guerrilla methods are faster, less rigorous, lessexpensive versions of their non-guerrilla cousins.They offer an acceptable trade-off between rigor andcost-effective techniques. - Russ Unger & Todd Zaki Warfel
  16. #GRMethods ¦ @russuFaster!
  17. #GRMethods ¦ @russuLess Expensive!
  18. #GRMethods ¦ @russuRigorous enough.
  19. #GRMethods ¦ @russuThe Naysayers Say Nay!
  20. #GRMethods ¦ @russu“I can t make multi-million dollardecisions based on informationfrom 8-12 people.Todd s Client(a big telco & media company)
  21. #GRMethods ¦ @russu“We look for what we callthe point of least astonishment.Jared Spool Photo: John Morrison
  22. #GRMethods ¦ @russu Change the Argument.This is About Points of Data. NOT Number of People.
  23. #GRMethods ¦ @russugetreframer.com
  24. #GRMethods ¦ @russu“Paying for what you get, you are.Yoda Photo: John Morrison
  25. #GRMethods ¦ @russu “ For me, this means testing in the field with a minimum of time, budget and fuss so that this kind of activity and the insight it provides is DuckettPhoto by Tim available to pretty much any client/ budget/timeframe. Leisa Reichelt Source: http://www.disambiguity.com/guerrilla-research-recruitment/
  26. #GRMethods ¦ @russu“My boss is an anthropologist andshe won t let me come to thisworkshop.She says guerrilla methods aren treliable.UX Week Workshop Walk-by
  27. #GRMethods ¦ @russu“Many of our currentethnographic methodswere once consideredguerrilla.Ginny Redish Source: http://www.disambiguity.com/guerrilla-research-recruitment/
  28. #GRMethods ¦ @russuReality Check
  29. #GRMethods ¦ @russuResearch...• Provides the ability to inform design• Uncovers how users think and behave• Validates assumptions / removes bias• Shows the difference between intention and reality• Provides direction and data instead of opinion or speculation
  30. #GRMethods ¦ @russuGuerrilla Research...• Faster• Lower-cost• Less effort• Providing sufficient insight to make informed decisions• Just enough rigor to determine that a problem exists
  31. #GRMethods ¦ @russuAnd ALSO...• Have a time and a place• Have a purpose• Won t replace traditional/non-guerrilla methods
  32. #GRMethods ¦ @russu“Some good research is better than none. Yes. This. - Russ Unger & Todd Zaki Warfel
  33. #GRMethods ¦ @russuExamples of Guerrilla Research in the Wild
  34. #GRMethods ¦ @russu• Man on the Street • Unmoderated Testing• Burrito Lunch • Remote Usability Testing• RIPS / RITE • Mobile Testing• User/ Browser Role Playing • Empathy Maps• Body Storming • Design the Box• A/B Testing • Design Studio
  35. #GRMethods ¦ @russuMan on the Street http://www.flickr.com/photos/csaetre/4645769134/
  36. #GRMethods ¦ @russuMan on the Street http://www.flickr.com/photos/csaetre/4645769134/
  37. #GRMethods ¦ @russuBurrito Lunch Image Source:http://awkwardfamilyphotos.com/
  38. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  39. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  40. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  41. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  42. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  43. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  44. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
  45. #GRMethods ¦ @russuUser/Browser Role Playing / Body Storming Video Source: Stephen P. Anderson
  46. #GRMethods ¦ @russuA:B Testing gh er h i 5 0% on r si onve cBig TakeawayA female model more than doubled conversions for thisNorwegian landing page. Image Source ABTesting.com
  47. #GRMethods ¦ @russuA:B Testing Tools• Performable • Omniture• Optimizely • Website Optimizer• NinjaButton • A:B Theme Testing Plugin for• KISSmetrics WordPress• Verster • Visual Website Optimizer• Modesty • Unbounce
  48. #GRMethods ¦ @russuUnmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
  49. #GRMethods ¦ @russuUnmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf)
  50. #GRMethods ¦ @russuRemote Testing
  51. #GRMethods ¦ @russuRemote Testing
  52. #GRMethods ¦ @russuRemote & Unmoderated Testing Resources• Glance.net • Survs• WebEx • SurveyMonkey• Ethnio • Skype• ReFramer • ABTests.com• Loop11 • OptimalSort• OpenHallway • Userlytics• UserFocus • Google Website Optimizer• SilverBack • UserZoom• UsabilityTest.com • ...and Countless Others
  53. #GRMethods ¦ @russuMobile Testing $3,000.00Bernard Tyers Belén Barros Penahttp://www.diymobileusabilitytesting.net/ Image Source: noldus.com
  54. #GRMethods ¦ @russuMobile Testing Nine Dollars. Nine Minutes. Image Source: Me
  55. #GRMethods ¦ @russuMobile Testing Video Source: Me
  56. #GRMethods ¦ @russuMobile Testing Image Sources: Lynda.com & Universal Mind
  57. #GRMethods ¦ @russuEmpathy Maps Learn more online at: http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
  58. #GRMethods ¦ @russuDesign the Box
  59. #GRMethods ¦ @russu• What Else?• Oh Yeah: Design Studio. Let s Do One!
  60. #GRMethods ¦ @russuWhat We re Going To Do Today
  61. #GRMethods ¦ @russuHotel Check-in/Check-out System• People want to check-in & check-out of rooms• System should manage room-based expenses• System should function with or without a device• Concierge-like service options
  62. #GRMethods ¦ @russuWe re Getting a Little Kuniavsky Up In Here• Define Audience & Goals• Create Tasks to Address Goals• Recruit People• Watch Them Performing Tasks Source: Observing the User Experience ¦ Mike Kuniavsky
  63. #GRMethods ¦ @russuThis is How We ll Do It• Create a Team Poster• Create Empathy Map• 6-8-5• Generate Tasks• Recruiting and Testing• Present Findings Image Source: http://www.eurweb.com/wp-content/uploads/2010/11/MontellJordan-01-big.jpg
  64. #GRMethods ¦ @russuCreate a Team Poster
  65. #GRMethods ¦ @russu
  66. #GRMethods ¦ @russuCreate an Empathy Map
  67. #GRMethods ¦ @russuLearn more online at: http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
  68. #GRMethods ¦ @russuLunch!
  69. #GRMethods ¦ @russuTime Out: Housekeeping
  70. #GRMethods ¦ @russuDoes Everyone Have a Phone That Can Record Video? Good.
  71. #GRMethods ¦ @russuPosterous Email Address for Sending Content: BigD2012@posterous.com
  72. #GRMethods ¦ @russuDesign Studio
  73. #GRMethods ¦ @russuHotel Check-in/Check-out System• People want to check-in & check-out of rooms• System should manage room-based expenses• System should function with or without a device• Concierge-like service options
  74. #GRMethods ¦ @russuBreak!
  75. #GRMethods ¦ @russuCreate Test Tasks
  76. #GRMethods ¦ @russuGenerate 2-3 Tasks to Test with Participants• Tasks should focus on primary requirements• Tasks should NOT lead users to the right path• Tasks should allow for exploration by the user
  77. #GRMethods ¦ @russuRecruit & Test
  78. #GRMethods ¦ @russuLet s Do a Dry Run First Any Volunteers?
  79. #GRMethods ¦ @russuLet s Get Real GO! Posterous Account: BigD2012@posterous.com Source: Russ Unger
  80. #GRMethods ¦ @russuCompile Your Findings
  81. #GRMethods ¦ @russuShow Your Work Posterous Website: http://BigD2012.posterous.com
  82. #GRMethods ¦ @russuSource: Class Videos @ UX Lisbon 2011 ¦ Team Os Macacos
  83. #GRMethods ¦ @russuDesign the Box: Hotel System
  84. #GRMethods ¦ @russu
  85. #GRMethods ¦ @russuWhat We ve Learned Today
  86. #GRMethods ¦ @russuGuerrilla Methods...• Have a time and a place• Have a purpose• Won t replace traditional/non-guerrilla methods• Some good research is better than none
  87. #GRMethods ¦ @russuAlso...• Faster• Lower-cost• Less effort• Providing sufficient insight to make informed decisions• Just enough rigor to determine that a problem exists
  88. #GRMethods ¦ @russuDesign Studio• Quantity over quality (6-8-5 by TZW)• Pitching and critiquing / Validate against requirements• Group/Team collaborationDesign Testing• Can get results with a limited set of users• Doesn t (always) need to be done in a lab• People like candy and LOVE to be listened to
  89. Thank You! #GRMethods Russ Unger ¦ @russu

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