12. #GRMethods ¦ @russu
...and a holy host of others...
author
of Tom er Sharon
(courtesy haron)
Rese arch ¦ @ts
of It s Our
13. #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/
15. “
#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/
16. #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
21. “
#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)
22. #GRMethods ¦ @russu
“
We look for what we call
the point of least astonishment.
Jared Spool
Photo: John Morrison
23. #GRMethods ¦ @russu
CHANGE THE ARGUMENT.
This is About Points of Data.
NOT Number of People.
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
Duckett
Photo by Tim
available to pretty much any client/
budget/timeframe.
Leisa Reichelt
Source: http://www.disambiguity.com/guerrilla-research-recruitment/
27. #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
28. #GRMethods ¦ @russu
“
Many of our current
ethnographic methods
were once considered
guerrilla.
Ginny Redish
30. #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
31. #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
32. #GRMethods ¦ @russu
And ALSO...
• Have a time and a place
• Have a purpose
• Won t replace traditional/non-guerrilla methods
33. #GRMethods ¦ @russu
“
Some good research is better than none.
Yes.
This.
- Russ Unger & Todd Zaki Warfel
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
38. #GRMethods ¦ @russu
6-8-5
Conversion Conference Party Planner
GOAL: Find a party to attend at #convcon
3 Considerations:
• Will be a mobile app
• Parties need to be marked open / private / full / empty
• Display parties to the user
40. #GRMethods ¦ @russu
6-8-5
What Next?
Pitch & Critique
• Ask for feedback
• Give feedback
• Receive feedback
• Revise / Update designs (1-ups)
41. #GRMethods ¦ @russu
Rules
6-8-5 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
52. #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
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
61. #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
62. #GRMethods ¦ @russu
Also...
• Faster
• Lower-cost
• Less effort
• Providing sufficient insight to make informed decisions
• Just enough rigor to determine that a problem exists
63. #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
