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  Guerrilla Design & Research Methods

                                    #GRMethods
                             Russ Unger ¦ @russu
#GRMethods ¦ @russu




Why?
#GRMethods ¦ @russu




True or False?
#GRMethods ¦ @russu




“
Traditional Research: Tens of Thousands of Dollars.
#GRMethods ¦ @russu




True.
#GRMethods ¦ @russu




“
We don t have the time or budget for research.
#GRMethods ¦ @russu




False.
#GRMethods ¦ @russu




“
We don t have access to users.

      We are our users.

           We know what our users want/need.
#GRMethods ¦ @russu




False.
#GRMethods ¦ @russu




“
We don t have the talent/skill to perform research.
#GRMethods ¦ @russu




False.
#GRMethods ¦ @russu




“
Market Research is what you do when

your product isn t any good.

Edwin H. Land, Polaroid
(invented instant photography)




                                 http://5election.com/2010/11/20/edwin-herbert-land-polaroid-company/
#GRMethods ¦ @russu




What Makes Something Guerrilla?
#GRMethods ¦ @russu




“
It is a body of unconventional ways of pursuing

conventional goals. It is a proven method of
 gaining insight
achieving profits with minimum money.

Jay Conrad Levinson




                                          Source: http://gmarketing.com/
#GRMethods ¦ @russu




“
Guerrilla methods are faster, less rigorous, less

expensive versions of their non-guerrilla cousins.

They offer an acceptable trade-off between rigor and

cost-effective techniques.


         - Russ Unger & Todd Zaki Warfel
#GRMethods ¦ @russu




Faster!
#GRMethods ¦ @russu




Less Expensive!
#GRMethods ¦ @russu




Rigorous enough.
#GRMethods ¦ @russu




The Naysayers Say Nay!
#GRMethods ¦ @russu




“
I can t make multi-million dollar

decisions based on information

from 8-12 people.

Todd s Client
(a big telco & media company)
#GRMethods ¦ @russu




“
We look for what we call

the point of least astonishment.

Jared Spool




                           Photo: John Morrison
#GRMethods ¦ @russu




  Change the Argument.

This is About Points of Data.

  NOT Number of People.
#GRMethods ¦ @russu




getreframer.com
#GRMethods ¦ @russu




“
Paying for what you get, you are.
Yoda




                                    Photo: John Morrison
#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
               Duckett
Photo by Tim


                         available to pretty much any client/

                         budget/timeframe.

                         Leisa Reichelt
                                          Source: http://www.disambiguity.com/guerrilla-research-recruitment/
#GRMethods ¦ @russu




“
My boss is an anthropologist and

she won t let me come to this

workshop.

She says guerrilla methods aren t

reliable.

UX Week Workshop Walk-by
#GRMethods ¦ @russu




“
Many of our current

ethnographic methods

were once considered

guerrilla.

Ginny Redish




      Source: http://www.disambiguity.com/guerrilla-research-recruitment/
#GRMethods ¦ @russu




Reality Check
#GRMethods ¦ @russu




Research...
•   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
#GRMethods ¦ @russu




Guerrilla Research...
•   Faster
•   Lower-cost
•   Less effort
•   Providing sufficient insight to make informed decisions
•   Just enough rigor to determine that a problem exists
#GRMethods ¦ @russu




And ALSO...
•   Have a time and a place
•   Have a purpose
•   Won t replace traditional/non-guerrilla methods
#GRMethods ¦ @russu




“
Some good research is better than none.



                 Yes.

                 This.


      - Russ Unger & Todd Zaki Warfel
#GRMethods ¦ @russu




Examples of Guerrilla Research
         in the Wild
#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
#GRMethods ¦ @russu




Man on the Street




                    http://www.flickr.com/photos/csaetre/4645769134/
#GRMethods ¦ @russu




Man on the Street




                    http://www.flickr.com/photos/csaetre/4645769134/
#GRMethods ¦ @russu




Burrito Lunch




                Image Source:http://awkwardfamilyphotos.com/
#GRMethods ¦ @russu




Rapid Iterative ProtoSketching (RIPS)




                                        Image Source Brad Nunnally ¦ @bnunnally
#GRMethods ¦ @russu




Rapid Iterative ProtoSketching (RIPS)




                                        Image Source Brad Nunnally ¦ @bnunnally
#GRMethods ¦ @russu




Rapid Iterative ProtoSketching (RIPS)




                                        Image Source Brad Nunnally ¦ @bnunnally
#GRMethods ¦ @russu




Rapid Iterative ProtoSketching (RIPS)




                                        Image Source Brad Nunnally ¦ @bnunnally
#GRMethods ¦ @russu




Rapid Iterative ProtoSketching (RIPS)




                                        Image Source Brad Nunnally ¦ @bnunnally
#GRMethods ¦ @russu




Rapid Iterative ProtoSketching (RIPS)




                                        Image Source Brad Nunnally ¦ @bnunnally
#GRMethods ¦ @russu




Rapid Iterative ProtoSketching (RIPS)




                                   Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
#GRMethods ¦ @russu




User/Browser Role Playing / Body Storming




                                            Video Source: Stephen P. Anderson
#GRMethods ¦ @russu




A:B Testing




                                          gh er
                                       h i
                                5 0%             on
                                             r si
                                     onve
                                   c
Big Takeaway
A female model more than doubled conversions for this
Norwegian landing page.
                                              Image Source ABTesting.com
#GRMethods ¦ @russu




A:B Testing Tools
•   Performable     •   Omniture
•   Optimizely      •   Website Optimizer
•   NinjaButton     •   A:B Theme Testing Plugin for
•   KISSmetrics         WordPress
•   Verster         •   Visual Website Optimizer
•   Modesty         •   Unbounce
#GRMethods ¦ @russu




Unmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf)




                                               Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
#GRMethods ¦ @russu




Unmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf)
#GRMethods ¦ @russu




Remote Testing
#GRMethods ¦ @russu




Remote Testing
#GRMethods ¦ @russu




Remote & 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
#GRMethods ¦ @russu




Mobile Testing

                                            $3,000.00




Bernard Tyers


                 Belén Barros Pena

http://www.diymobileusabilitytesting.net/




                                                    Image Source: noldus.com
#GRMethods ¦ @russu




Mobile Testing




   Nine Dollars.

   Nine Minutes.




                      Image Source: Me
#GRMethods ¦ @russu




Mobile Testing




                    Video Source: Me
#GRMethods ¦ @russu




Mobile Testing




                 Image Sources: Lynda.com & Universal Mind
#GRMethods ¦ @russu




Empathy Maps




               Learn more online at: http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
#GRMethods ¦ @russu




Design the Box
#GRMethods ¦ @russu




•   What Else?
•   Oh Yeah: Design Studio.

                       Let s Do One!
#GRMethods ¦ @russu




What We re Going To Do Today
#GRMethods ¦ @russu




Hotel 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
#GRMethods ¦ @russu




We 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
#GRMethods ¦ @russu




This 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
#GRMethods ¦ @russu




Create a Team Poster
#GRMethods ¦ @russu
#GRMethods ¦ @russu




Create an Empathy Map
#GRMethods ¦ @russu




Learn more online at: http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
#GRMethods ¦ @russu




Lunch!
#GRMethods ¦ @russu




Time Out: Housekeeping
#GRMethods ¦ @russu




Does Everyone Have a Phone That Can Record Video?



                     Good.
#GRMethods ¦ @russu




Posterous Email Address for Sending Content:

        BigD2012@posterous.com
#GRMethods ¦ @russu




Design Studio
#GRMethods ¦ @russu




Hotel 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
#GRMethods ¦ @russu




Break!
#GRMethods ¦ @russu




Create Test Tasks
#GRMethods ¦ @russu




Generate 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
#GRMethods ¦ @russu




Recruit & Test
#GRMethods ¦ @russu




Let s Do a Dry Run First




                Any Volunteers?
#GRMethods ¦ @russu




Let s Get Real




                 GO!
      Posterous Account: BigD2012@posterous.com




                                               Source: Russ Unger
#GRMethods ¦ @russu




Compile Your Findings
#GRMethods ¦ @russu




Show Your Work




  Posterous Website: http://BigD2012.posterous.com
#GRMethods ¦ @russu




Source: Class Videos @ UX Lisbon 2011 ¦ Team Os Macacos
#GRMethods ¦ @russu




Design the Box: Hotel System
#GRMethods ¦ @russu
#GRMethods ¦ @russu




What We ve Learned Today
#GRMethods ¦ @russu




Guerrilla Methods...
•   Have a time and a place
•   Have a purpose
•   Won t replace traditional/non-guerrilla methods
•   Some good research is better than none
#GRMethods ¦ @russu




Also...
•   Faster
•   Lower-cost
•   Less effort
•   Providing sufficient insight to make informed decisions
•   Just enough rigor to determine that a problem exists
#GRMethods ¦ @russu




Design Studio
•   Quantity over quality (6-8-5 by TZW)
•   Pitching and critiquing / Validate against requirements
•   Group/Team collaboration

Design 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
Thank You!
            #GRMethods
     Russ Unger ¦ @russu

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