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Conversion Conference Chicago - Guerrilla UX Methods
 

Conversion Conference Chicago - Guerrilla UX Methods

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    Conversion Conference Chicago - Guerrilla UX Methods Conversion Conference Chicago - Guerrilla UX Methods Presentation Transcript

    • Guerrilla UX Methods Russ Unger ¦ @russu ¦ #GRMethods e nc re nfe Co on n vc io on rs #c e nv Co
    • #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 haron) Rese arch ¦ @ts of It s Our
    • #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/
    • #GRMethods ¦ @russuWhat Makes Something Guerrilla?
    • “ #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/
    • #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
    • #GRMethods ¦ @russuFaster!
    • #GRMethods ¦ @russuLess Expensive!
    • #GRMethods ¦ @russuRigorous enough.
    • #GRMethods ¦ @russuThe Naysayers Say Nay!
    • “ #GRMethods ¦ @russuI can t make multi-million dollardecisions based on informationfrom 8-12 people.Todd s Client(a big telco & media company)
    • #GRMethods ¦ @russu“We look for what we callthe 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 ¦ @russugetreframer.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 DuckettPhoto 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 andshe won t let me come to thisworkshop.She says guerrilla methods aren treliable.UX Week Workshop Walk-by
    • #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• Validates assumptions / removes bias• Shows the difference between intention and reality• Provides direction and data instead of opinion or speculation
    • #GRMethods ¦ @russuGuerrilla Research...• Faster• Lower-cost• Less effort• Providing sufficient insight to make informed decisions• Just enough rigor to determine that a problem exists
    • #GRMethods ¦ @russuAnd 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 ¦ @russuExamples of Guerrilla Research in the Wild
    • #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
    • #GRMethods ¦ @russu6-8-5 -templates/ arfel.com/archi ves/sketchboard http://zakiw
    • #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:• Will be a mobile app• Parties need to be marked open / private / full / empty• Display parties to the user
    • #GRMethods ¦ @russu6-8-5 Source: Brynn Evans ¦ @brynn
    • #GRMethods ¦ @russu6-8-5What Next?Pitch & Critique• Ask for feedback• Give feedback• Receive feedback• Revise / Update designs (1-ups)
    • #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
    • #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 ¦ @bnunnally
    • #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
    • #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
    • #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
    • #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
    • #GRMethods ¦ @russuUser/Browser Role Playing / Body Storming Video Source: Stephen P. Anderson
    • #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
    • #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
    • #GRMethods ¦ @russuMobile Testing $3,000.00Bernard Tyers Belén Barros Penahttp://www.diymobileusabilitytesting.net/ Image Source: noldus.com
    • #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 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
    • #GRMethods ¦ @russuSo What?
    • #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
    • #GRMethods ¦ @russuAlso...• Faster• Lower-cost• Less effort• Providing sufficient insight to make informed decisions• Just enough rigor to determine that a problem exists
    • #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
    • Thank You! Russ Unger ¦ @russu ¦ #GRMethodsConversion Conference #convcon