11          20      D          Guerrilla Research Methods      N     TE N OFR                            #GRMethods       ...
#GRMethods ¦ @russuTrue or False?
#GRMethods ¦ @russu                                           KronerTraditional Research: Tens of Thousands of Dollars.
#GRMethods ¦ @russuTrue.
#GRMethods ¦ @russuWe don t have the time or budget for research.
#GRMethods ¦ @russuFalse.
#GRMethods ¦ @russuWe don t have access to users.      We are our users.           We know what our users want/need.
#GRMethods ¦ @russuFalse.
#GRMethods ¦ @russuWe don t have the talent/skill to perform research.
#GRMethods ¦ @russuFalse.
#GRMethods ¦ @russuWhat is Research?
What is Research?      #GRMethods ¦ @russu                    Image Source © Time Inc.
What is Research?      #GRMethods ¦ @russu                    Image Source © Time Inc.
What is Research?      #GRMethods ¦ @russu                    Image Source © Time Inc.
What is Research?      #GRMethods ¦ @russu                    Image Source © Time Inc.
What is Research?      #GRMethods ¦ @russu                    Image Source © Time Inc.
What is Research?                                       #GRMethods ¦ @russu•   Provides the ability to inform design•   Un...
#GRMethods ¦ @russuWhat is Guerrilla Research?
What is Guerrilla Research?                                #GRMethods ¦ @russu                   It is a body of unconvent...
What is Guerrilla Research?                         #GRMethods ¦ @russu    Guerrilla methods are typically faster, less ri...
What is Guerrilla Research?                             #GRMethods ¦ @russu•   Provides the ability to inform design•   Un...
What is Guerrilla Research?      #GRMethods ¦ @russu                              Image Source © Time Inc.
What is Guerrilla Research?      #GRMethods ¦ @russu                              Image Source © Time Inc.
What is Guerrilla Research?      #GRMethods ¦ @russu                              Image Source © Time Inc.
What is Guerrilla Research?      #GRMethods ¦ @russu                              Image Source © Time Inc.
What is Guerrilla Research?                                #GRMethods ¦ @russu                   We look for what we call ...
What is Guerrilla Research?      #GRMethods ¦ @russu                              Image Source © Time Inc.
What is Guerrilla Research?                         #GRMethods ¦ @russuIt s also...•   Faster•   Lower-cost•   Less effort•...
What is Guerrilla Research?                                                                         #GRMethods ¦ @russu   ...
#GRMethods ¦ @russu        SjekkReality Check
Reality Check                                         #GRMethods ¦ @russuGuerrilla Research Methods...•   Have a time and ...
Reality Check                                      #GRMethods ¦ @russu       Some good research is better than none.      ...
#GRMethods ¦ @russuExamples of Guerrilla Research         in the Wild
Examples of Guerrilla Research in the Wild                        #GRMethods ¦ @russu•   Man on the Street / Coffee Shop   ...
Examples of Guerrilla Research in the Wild                                                                        #GRMetho...
Examples of Guerrilla Research in the Wild                           #GRMethods ¦ @russuBurrito Lunch                     ...
Examples of Guerrilla Research in the Wild                     #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)   ...
Examples of Guerrilla Research in the Wild                     #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)   ...
Examples of Guerrilla Research in the Wild                     #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)   ...
Examples of Guerrilla Research in the Wild                     #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)   ...
Examples of Guerrilla Research in the Wild                     #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)   ...
Examples of Guerrilla Research in the Wild                     #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS)   ...
Examples of Guerrilla Research in the Wild                                              #GRMethods ¦ @russuRapid Iterative...
Examples of Guerrilla Research in the Wild               #GRMethods ¦ @russuUser/Browser Role Playing                     ...
Examples of Guerrilla Research in the Wild          #GRMethods ¦ @russuA:B TestingBig TakeawayA female model more than dou...
Examples of Guerrilla Research in the Wild                                   #GRMethods ¦ @russuA:B Testing Tools•   Perfo...
Examples of Guerrilla Research in the Wild                                                #GRMethods ¦ @russuUnmoderated T...
Examples of Guerrilla Research in the Wild                        #GRMethods ¦ @russuUnmoderated Testing (PDF Report: http...
Examples of Guerrilla Research in the Wild                           #GRMethods ¦ @russuRemote & Unmoderated Testing Resou...
Examples of Guerrilla Research in the Wild   #GRMethods ¦ @russuRemote Testing
Examples of Guerrilla Research in the Wild               #GRMethods ¦ @russuMobile Testing                                ...
Examples of Guerrilla Research in the Wild   #GRMethods ¦ @russuMobile Testing     Nine Dollars.     Nine Minutes.        ...
Examples of Guerrilla Research in the Wild   #GRMethods ¦ @russuMobile Testing                                            ...
Examples of Guerrilla Research in the Wild                       #GRMethods ¦ @russuMobile Testing                        ...
Examples of Guerrilla Research in the Wild                                                          #GRMethods ¦ @russuEmp...
Examples of Guerrilla Research in the Wild   #GRMethods ¦ @russuDesign the Box
Examples of Guerrilla Research in the Wild   #GRMethods ¦ @russu•   What Else?•   Oh Yeah: Design Studio.                 ...
#GRMethods ¦ @russuWhat We re Going To Do Today
What We re Going To Do Today                                           #GRMethods ¦ @russuWe re Getting a Little Kuniavsky...
What We re Going To Do Today                                                                      #GRMethods ¦ @russuThis ...
#GRMethods ¦ @russuCreate a Team Poster
Create a Team Poster   #GRMethods ¦ @russu
#GRMethods ¦ @russuTime Out: Housekeeping
Housekeeping                                 #GRMethods ¦ @russu  Does Everyone Have a Phone That Can Record Video?       ...
Housekeeping                                      #GRMethods ¦ @russu        Group Leaders: Email Your Email Address to:  ...
#GRMethods ¦ @russuBreak
#GRMethods ¦ @russuDesign Studio
#GRMethods ¦ @russu ...And We re Back.Design Studio (con t)
Design Studio                                         #GRMethods ¦ @russuHotel Check-in/Check-out System•   People want to...
#GRMethods ¦ @russuCreate Test Tasks
Create Test Tasks                                    #GRMethods ¦ @russuGenerate 2-3 Tasks to Test with Participants•   Ta...
#GRMethods ¦ @russuRecruit & Test
Recruit & Test                     #GRMethods ¦ @russuLet s Do a Dry Run First                 Any Volunteers?
Recruit & Test                                   #GRMethods ¦ @russuLet s Get Real                 GO!       Posterous Acc...
#GRMethods ¦ @russuCompile Your Findings
Compile Your Findings                        #GRMethods ¦ @russuShow Your WorkPosterous Website: http://FRONTEND2011.poste...
Compile Your Findings                                     #GRMethods ¦ @russu                        Source: Class Videos ...
#GRMethods ¦ @russuDesign the Box: Hotel System
Design the Box: Hotel System   #GRMethods ¦ @russu
#GRMethods ¦ @russuWhat We ve Learned Today
What We ve Learned Today                                #GRMethods ¦ @russu  Guerrilla Research Methods...  •   Have a tim...
What We ve Learned Today                             #GRMethods ¦ @russu  Also...  •   Faster  •   Lower-cost  •   Less eff...
What We ve Learned Today                              #GRMethods ¦ @russu  Design Studio  •   Quantity over quality (6-8-5...
Thank You!     #GRMethods     Russ Unger ¦ @russu
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FRONTEND 2011 - Guerrilla Research Methods Workshop

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FRONTEND 2011 - Guerrilla Research Methods Workshop

  1. 1. 11 20 D Guerrilla Research Methods N TE N OFR #GRMethods Russ Unger ¦ @russu
  2. 2. #GRMethods ¦ @russuTrue or False?
  3. 3. #GRMethods ¦ @russu KronerTraditional Research: Tens of Thousands of Dollars.
  4. 4. #GRMethods ¦ @russuTrue.
  5. 5. #GRMethods ¦ @russuWe don t have the time or budget for research.
  6. 6. #GRMethods ¦ @russuFalse.
  7. 7. #GRMethods ¦ @russuWe don t have access to users. We are our users. We know what our users want/need.
  8. 8. #GRMethods ¦ @russuFalse.
  9. 9. #GRMethods ¦ @russuWe don t have the talent/skill to perform research.
  10. 10. #GRMethods ¦ @russuFalse.
  11. 11. #GRMethods ¦ @russuWhat is Research?
  12. 12. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  13. 13. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  14. 14. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  15. 15. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  16. 16. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  17. 17. What is Research? #GRMethods ¦ @russu• 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
  18. 18. #GRMethods ¦ @russuWhat is Guerrilla Research?
  19. 19. What is Guerrilla Research? #GRMethods ¦ @russu It is a body of unconventional ways of pursuing conventional goals. It is a gaining insight proven method of achieving profits with minimum money. - Jay Conrad Levinson Source: http://gmarketing.com/
  20. 20. What is Guerrilla Research? #GRMethods ¦ @russu Guerrilla methods are typically faster, less rigorous and less expensive versions of their non-guerrilla cousins--you re choosing an acceptable trade-off between rigor and cost-effective techniques. - Russ Unger & Todd Zaki Warfel
  21. 21. What is Guerrilla Research? #GRMethods ¦ @russu• 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 Sound familiar?
  22. 22. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  23. 23. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  24. 24. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  25. 25. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  26. 26. What is Guerrilla Research? #GRMethods ¦ @russu We look for what we call the point of least astonishment. - Jared Spool Source: http://gmarketing.com/
  27. 27. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  28. 28. What is Guerrilla Research? #GRMethods ¦ @russuIt s also...• Faster• Lower-cost• Less effort• Providing sufficient insight to make informed decisions• Just enough rigor to determine that a problem exists
  29. 29. What is Guerrilla Research? #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 Duckett Photo by Tim provides is available to pretty much any client/budget/timeframe. - Leisa Reichelt Source: http://www.disambiguity.com/guerrilla-research-recruitment/
  30. 30. #GRMethods ¦ @russu SjekkReality Check
  31. 31. Reality Check #GRMethods ¦ @russuGuerrilla Research Methods...• Have a time and a place• Have a purpose• Won t replace traditional/non-guerrilla methods So what?
  32. 32. Reality Check #GRMethods ¦ @russu Some good research is better than none. Yes. This. - Russ Unger & Todd Zaki Warfel
  33. 33. #GRMethods ¦ @russuExamples of Guerrilla Research in the Wild
  34. 34. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu• Man on the Street / Coffee Shop • Unmoderated Testing• Burrito Lunch • Remote Usability Testing• Rapid Iterative ProtoSketching • Mobile Testing (RIPS) • Empathy Maps• User/ Browser Role Playing • Design the Box• A/B Testing • Design Studio
  35. 35. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuMan on the Street / Coffee Shop Image Source: http://urt.parsons.edu/urt/media/user/images/Artstor_USA_New_York_City_Upper_west_coffee_shop.jpg
  36. 36. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuBurrito Lunch Image Source:http://awkwardfamilyphotos.com/
  37. 37. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  38. 38. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  39. 39. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  40. 40. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  41. 41. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  42. 42. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  43. 43. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuRapid Iterative ProtoSketching (RIPS) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
  44. 44. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuUser/Browser Role Playing Video Source: Stephen P. Anderson
  45. 45. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuA:B TestingBig TakeawayA female model more than doubled conversions for thisNorwegian landing page. Image Source ABTesting.com
  46. 46. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuA:B Testing Tools• Performable (http://www.performable.com)• Optimizely (http://www.optimizely.com/)• NinjaButton (http://ninjabutton.com/)• KISSmetrics (http://kissmetrics.com/)• Verster (http://verster.com/)• Modesty (https://github.com/causes/modesty)• Omniture (http://www.omniture.com/en/)• Website Optimizer (http://www.google.com/websiteoptimizer)• A:B Theme Testing Plugin for WordPress (http://wpplugins.com/plugin/11/ab-theme- testing-plugin/)• Visual Website Optimizer (http://visualwebsiteoptimizer.com/)• Unbounce (http://unbounce.com/)• More at Which Test Won: http://whichtestwon.com/techguide
  47. 47. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuUnmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
  48. 48. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuUnmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf)
  49. 49. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuRemote & Unmoderated Testing Resources• Glance.net • OptimalSort• WebEx • Userlytics• Ethnio • Google Website Optimizer• ReFramer • UserZoom• Loop11 • ...and Countless Others• OpenHallway• UserFocus• SilverBack• UsabilityTest.com• Survs• SurveyMonkey• Skype• ABTests.com
  50. 50. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuRemote Testing
  51. 51. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuMobile Testing $3,000.00Bernard Tyers Belén Barros Penahttp://www.diymobileusabilitytesting.net/ Image Source: noldus.com
  52. 52. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuMobile Testing Nine Dollars. Nine Minutes. Image Source: Me
  53. 53. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuMobile Testing Video Source: Me
  54. 54. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuMobile Testing Image Sources: Lynda.com & Universal Mind
  55. 55. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuEmpathy Maps Learn more online at: http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
  56. 56. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russuDesign the Box
  57. 57. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu• What Else?• Oh Yeah: Design Studio. Let s Do One!
  58. 58. #GRMethods ¦ @russuWhat We re Going To Do Today
  59. 59. What We re Going To Do Today #GRMethods ¦ @russuWe re Getting a Little Kuniavsky Up In Here• Define Audience & Goals• Create Tasks to Address Goals• Recruit the Right People• Watch Them Performing Tasks Source: Observing the User Experience ¦ Mike Kuniavsky
  60. 60. What We re Going To Do Today #GRMethods ¦ @russuThis is How We ll Do It• Create a Team Poster• Design Studio• Generate Tasks• Recruiting and Testing• Present Findings Image Source: http://www.eurweb.com/wp-content/uploads/2010/11/MontellJordan-01-big.jpg
  61. 61. #GRMethods ¦ @russuCreate a Team Poster
  62. 62. Create a Team Poster #GRMethods ¦ @russu
  63. 63. #GRMethods ¦ @russuTime Out: Housekeeping
  64. 64. Housekeeping #GRMethods ¦ @russu Does Everyone Have a Phone That Can Record Video? Good.
  65. 65. Housekeeping #GRMethods ¦ @russu Group Leaders: Email Your Email Address to: russ@userglue.com Posterous Email Address for Sending Content: FRONTEND2011@posterous.com
  66. 66. #GRMethods ¦ @russuBreak
  67. 67. #GRMethods ¦ @russuDesign Studio
  68. 68. #GRMethods ¦ @russu ...And We re Back.Design Studio (con t)
  69. 69. Design Studio #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
  70. 70. #GRMethods ¦ @russuCreate Test Tasks
  71. 71. Create Test Tasks #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
  72. 72. #GRMethods ¦ @russuRecruit & Test
  73. 73. Recruit & Test #GRMethods ¦ @russuLet s Do a Dry Run First Any Volunteers?
  74. 74. Recruit & Test #GRMethods ¦ @russuLet s Get Real GO! Posterous Account: FRONTEND@posterous.com Russ Email: russ@userglue.com Source: Russ Unger
  75. 75. #GRMethods ¦ @russuCompile Your Findings
  76. 76. Compile Your Findings #GRMethods ¦ @russuShow Your WorkPosterous Website: http://FRONTEND2011.posterous.com
  77. 77. Compile Your Findings #GRMethods ¦ @russu Source: Class Videos @ UX Lisbon 2011 ¦ Team Os Macacos
  78. 78. #GRMethods ¦ @russuDesign the Box: Hotel System
  79. 79. Design the Box: Hotel System #GRMethods ¦ @russu
  80. 80. #GRMethods ¦ @russuWhat We ve Learned Today
  81. 81. What We ve Learned Today #GRMethods ¦ @russu Guerrilla Research Methods... • Have a time and a place • Have a purpose • Won t replace traditional/non-guerrilla methods • Some good research is better than none
  82. 82. What We ve Learned Today #GRMethods ¦ @russu Also... • Faster • Lower-cost • Less effort • Providing sufficient insight to make informed decisions • Just enough rigor to determine that a problem exists
  83. 83. What We ve Learned Today #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
  84. 84. Thank You! #GRMethods Russ Unger ¦ @russu

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