Guerrilla UX Methods     Russ Unger ¦ @russu ¦ #GRMethods                                             e                   ...
#GRMethods ¦ @russuWhy?
#GRMethods ¦ @russuTrue or False?
#GRMethods ¦ @russu“Traditional Research: Tens of Thousands of Dollars.
#GRMethods ¦ @russuTrue.
#GRMethods ¦ @russu“We don t have the time or budget for research.
#GRMethods ¦ @russuFalse.
#GRMethods ¦ @russu“We don t have access to users.      We are our users.           We know what our users want/need.
#GRMethods ¦ @russuFalse.
#GRMethods ¦ @russu“We don t have the talent/skill to perform research.
#GRMethods ¦ @russuFalse.
#GRMethods ¦ @russu...and a holy host of others...                             author          of Tom  er Sharon(courtesy ...
#GRMethods ¦ @russu“Market Research is what you do whenyour product isn t any good.Edwin H. Land, Polaroid(invented instan...
#GRMethods ¦ @russuWhat Makes Something Guerrilla?
“                                                   #GRMethods ¦ @russuIt is a body of unconventional ways of pursuingconv...
#GRMethods ¦ @russu“Guerrilla methods are faster, less rigorous, lessexpensive versions of their non-guerrilla cousins.The...
#GRMethods ¦ @russuFaster!
#GRMethods ¦ @russuLess Expensive!
#GRMethods ¦ @russuRigorous enough.
#GRMethods ¦ @russuThe Naysayers Say Nay!
“                                    #GRMethods ¦ @russuI can t make multi-million dollardecisions based on informationfro...
#GRMethods ¦ @russu“We look for what we callthe point of least astonishment.Jared Spool                           Photo: J...
#GRMethods ¦ @russu CHANGE THE ARGUMENT.This is About Points of Data.  NOT Number of People.
#GRMethods ¦ @russugetreframer.com
#GRMethods ¦ @russu“Paying for what you get, you are.Yoda                                    Photo: John Morrison
#GRMethods ¦ @russu                         “                         For me, this means testing in the                   ...
#GRMethods ¦ @russu“My boss is an anthropologist andshe won t let me come to thisworkshop.She says guerrilla methods aren ...
#GRMethods ¦ @russu“Many of our currentethnographic methodswere once consideredguerrilla.Ginny Redish
#GRMethods ¦ @russuReality Check
#GRMethods ¦ @russuResearch...•   Provides the ability to inform design•   Uncovers how users think and behave•   Validate...
#GRMethods ¦ @russuGuerrilla Research...•   Faster•   Lower-cost•   Less effort•   Providing sufficient insight to make infor...
#GRMethods ¦ @russuAnd ALSO...•   Have a time and a place•   Have a purpose•   Won t replace traditional/non-guerrilla met...
#GRMethods ¦ @russu“Some good research is better than none.                 Yes.                 This.      - Russ Unger &...
#GRMethods ¦ @russuExamples of Guerrilla Research         in the Wild
#GRMethods ¦ @russu•   6-8-5                        •   Unmoderated Testing•   Man on the Street            •   Remote Usa...
#GRMethods ¦ @russu6-8-5                                              -templates/               arfel.com/archi ves/sketch...
#GRMethods ¦ @russu6-8-5            5 MINUTES        1    2    3     4        5    6    7     8
#GRMethods ¦ @russu6-8-5Conversion Conference Party PlannerGOAL: Find a party to attend at #convcon3 Considerations:•   Wi...
#GRMethods ¦ @russu6-8-5        Source: Brynn Evans ¦ @brynn
#GRMethods ¦ @russu6-8-5What Next?Pitch & Critique•   Ask for feedback•   Give feedback•   Receive feedback•   Revise / Up...
#GRMethods ¦ @russuRules6-8-5 of Critique*•	  Do	  treat	  each	  other	  with	  respect	  –	  remember	  your	  idea	  is...
#GRMethods ¦ @russu
#GRMethods ¦ @russuMan on the Street
#GRMethods ¦ @russuMan on the Street                    http://www.flickr.com/photos/csaetre/4645769134/
#GRMethods ¦ @russuMan on the Street                    Source: Class Videos @ UX Lisbon 2011 ¦ Team Os Macacos
#GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)                                        Image Source Brad Nunnally...
#GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)                                        Image Source Brad Nunnally...
#GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)                                        Image Source Brad Nunnally...
#GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)                                        Image Source Brad Nunnally...
#GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)                                   Image Source Jonathan Knoll ¦ @...
#GRMethods ¦ @russuUser/Browser Role Playing / Body Storming                                            Video Source: Step...
#GRMethods ¦ @russuA:B Testing                                          gh er                                       h i   ...
#GRMethods ¦ @russuA:B Testing Tools•   Performable     •   Omniture•   Optimizely      •   Website Optimizer•   NinjaButt...
#GRMethods ¦ @russuMobile Testing                                            $3,000.00Bernard Tyers                 Belén ...
#GRMethods ¦ @russuMobile Testing   Nine Dollars.   Nine Minutes.                      Image Source: Me
#GRMethods ¦ @russuMobile Testing                 Image Sources: Lynda.com & Universal Mind
#GRMethods ¦ @russuDesign the Box
#GRMethods ¦ @russuDesign the Box
#GRMethods ¦ @russu•   6-8-5                        •   Unmoderated Testing•   Man on the Street            •   Remote Usa...
#GRMethods ¦ @russuSo What?
#GRMethods ¦ @russuGuerrilla Methods...•   Have a time and a place•   Have a purpose•   Won t replace traditional/non-guer...
#GRMethods ¦ @russuAlso...•   Faster•   Lower-cost•   Less effort•   Providing sufficient insight to make informed decisions•...
#GRMethods ¦ @russuDesign Studio•   Quantity over quality (6-8-5 by TZW)•   Pitching and critiquing / Validate against req...
Thank You!                   Russ Unger ¦ @russu ¦ #GRMethodsConversion Conference        #convcon
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Conversion Conference Chicago - Guerrilla UX Methods

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Conversion Conference Chicago - Guerrilla UX Methods

  1. 1. Guerrilla UX Methods Russ Unger ¦ @russu ¦ #GRMethods e nc re nfe Co on n vc io on rs #c e nv Co
  2. 2. #GRMethods ¦ @russuWhy?
  3. 3. #GRMethods ¦ @russuTrue or False?
  4. 4. #GRMethods ¦ @russu“Traditional Research: Tens of Thousands of Dollars.
  5. 5. #GRMethods ¦ @russuTrue.
  6. 6. #GRMethods ¦ @russu“We don t have the time or budget for research.
  7. 7. #GRMethods ¦ @russuFalse.
  8. 8. #GRMethods ¦ @russu“We don t have access to users. We are our users. We know what our users want/need.
  9. 9. #GRMethods ¦ @russuFalse.
  10. 10. #GRMethods ¦ @russu“We don t have the talent/skill to perform research.
  11. 11. #GRMethods ¦ @russuFalse.
  12. 12. #GRMethods ¦ @russu...and a holy host of others... author of Tom er Sharon(courtesy haron) Rese arch ¦ @ts of It s Our
  13. 13. #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/
  14. 14. #GRMethods ¦ @russuWhat Makes Something Guerrilla?
  15. 15. “ #GRMethods ¦ @russuIt 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/
  16. 16. #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
  17. 17. #GRMethods ¦ @russuFaster!
  18. 18. #GRMethods ¦ @russuLess Expensive!
  19. 19. #GRMethods ¦ @russuRigorous enough.
  20. 20. #GRMethods ¦ @russuThe Naysayers Say Nay!
  21. 21. “ #GRMethods ¦ @russuI can t make multi-million dollardecisions based on informationfrom 8-12 people.Todd s Client(a big telco & media company)
  22. 22. #GRMethods ¦ @russu“We look for what we callthe point of least astonishment.Jared Spool Photo: John Morrison
  23. 23. #GRMethods ¦ @russu CHANGE THE ARGUMENT.This is About Points of Data. NOT Number of People.
  24. 24. #GRMethods ¦ @russugetreframer.com
  25. 25. #GRMethods ¦ @russu“Paying for what you get, you are.Yoda Photo: John Morrison
  26. 26. #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/
  27. 27. #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
  28. 28. #GRMethods ¦ @russu“Many of our currentethnographic methodswere once consideredguerrilla.Ginny Redish
  29. 29. #GRMethods ¦ @russuReality Check
  30. 30. #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
  31. 31. #GRMethods ¦ @russuGuerrilla Research...• Faster• Lower-cost• Less effort• Providing sufficient insight to make informed decisions• Just enough rigor to determine that a problem exists
  32. 32. #GRMethods ¦ @russuAnd ALSO...• Have a time and a place• Have a purpose• Won t replace traditional/non-guerrilla methods
  33. 33. #GRMethods ¦ @russu“Some good research is better than none. Yes. This. - Russ Unger & Todd Zaki Warfel
  34. 34. #GRMethods ¦ @russuExamples of Guerrilla Research in the Wild
  35. 35. #GRMethods ¦ @russu• 6-8-5 • Unmoderated Testing• Man on the Street • Remote Usability Testing• Burrito Lunch • Mobile Testing• RIPS / RITE • Empathy Maps• User/ Browser Role Playing • Design the Box• Body Storming • Design Studio• A/B Testing
  36. 36. #GRMethods ¦ @russu6-8-5 -templates/ arfel.com/archi ves/sketchboard http://zakiw
  37. 37. #GRMethods ¦ @russu6-8-5 5 MINUTES 1 2 3 4 5 6 7 8
  38. 38. #GRMethods ¦ @russu6-8-5Conversion Conference Party PlannerGOAL: Find a party to attend at #convcon3 Considerations:• Will be a mobile app• Parties need to be marked open / private / full / empty• Display parties to the user
  39. 39. #GRMethods ¦ @russu6-8-5 Source: Brynn Evans ¦ @brynn
  40. 40. #GRMethods ¦ @russu6-8-5What Next?Pitch & Critique• Ask for feedback• Give feedback• Receive feedback• Revise / Update designs (1-ups)
  41. 41. #GRMethods ¦ @russuRules6-8-5 of Critique*•  Do  treat  each  other  with  respect  –  remember  your  idea  is  next  •  Do  encourage  and  embrace  the  craziness  •  Do  keep  on  track  –  9me  is  limited  •  Do  get  new  ideas  on  paper  –  write,  draw,  scribble  •  Do  build  on  the  ideas  of  others  •  Do  ques9on  the  design  •  Don’t  judge  or  shoot  down  ideas  based  on  your  preferences  •  Don’t  talk  over  each  other  –  everyone  has  a  voice  •  Don’t  be  a  jackass!  *applied  to  real-­‐life  engineers  -­‐  results  may  vary Courtesy of Bennett King @skunkwUrX
  42. 42. #GRMethods ¦ @russu
  43. 43. #GRMethods ¦ @russuMan on the Street
  44. 44. #GRMethods ¦ @russuMan on the Street http://www.flickr.com/photos/csaetre/4645769134/
  45. 45. #GRMethods ¦ @russuMan on the Street Source: Class Videos @ UX Lisbon 2011 ¦ Team Os Macacos
  46. 46. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  47. 47. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  48. 48. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  49. 49. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  50. 50. #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
  51. 51. #GRMethods ¦ @russuUser/Browser Role Playing / Body Storming Video Source: Stephen P. Anderson
  52. 52. #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
  53. 53. #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
  54. 54. #GRMethods ¦ @russuMobile Testing $3,000.00Bernard Tyers Belén Barros Penahttp://www.diymobileusabilitytesting.net/ Image Source: noldus.com
  55. 55. #GRMethods ¦ @russuMobile Testing Nine Dollars. Nine Minutes. Image Source: Me
  56. 56. #GRMethods ¦ @russuMobile Testing Image Sources: Lynda.com & Universal Mind
  57. 57. #GRMethods ¦ @russuDesign the Box
  58. 58. #GRMethods ¦ @russuDesign the Box
  59. 59. #GRMethods ¦ @russu• 6-8-5 • Unmoderated Testing• Man on the Street • Remote Usability Testing• Burrito Lunch • Mobile Testing• RIPS / RITE • Empathy Maps• User/ Browser Role Playing • Design the Box• Body Storming • Design Studio• A/B Testing • ...and so many more
  60. 60. #GRMethods ¦ @russuSo What?
  61. 61. #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
  62. 62. #GRMethods ¦ @russuAlso...• Faster• Lower-cost• Less effort• Providing sufficient insight to make informed decisions• Just enough rigor to determine that a problem exists
  63. 63. #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
  64. 64. Thank You! Russ Unger ¦ @russu ¦ #GRMethodsConversion Conference #convcon

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