by Andrea Lewis at the Research Thing, March 2013

1. @dazework

2. UX Research
CyberPsychology
Psychology
Social Psychology
Digital Behaviour
Human Behaviour
Social Behaviour
Business &
Commercial
Products
Translate psychology research into user
research and then into actionable and
practical applications for digital projects
Approach
Structured ways of working…
Andrea Lewis, Managing Director - @dazework

3. • Doing effective usability
testing within the agile
development process.
• Adhering to thorough (UX)
research methodologies in
rapid process environments.
Guerilla Usability
Today’s talk…
Andrea Lewis, Managing Director - @dazework

4. Case Study
My recent experience…
+
Andrea Lewis, Managing Director - @dazework

5. agile and lean.guerilla user testing.
+
Constraints…
Andrea Lewis, Managing Director - @dazework

6. informally formal.
vs.
informal.
Method and approach…
Andrea Lewis, Managing Director - @dazework

7. Capturing the data…
an accomplice.
to…
• recruit participants.
• take notes.
• score/scale.
• observe/capture.
Andrea Lewis, Managing Director - @dazework

8. Capturing the data…
simple lures.
Andrea Lewis, Managing Director - @dazework

9. Capturing the data…
time sensitive (theirs/yours).
Andrea Lewis, Managing Director - @dazework

10. Capturing the data…
people sensitive.
Andrea Lewis, Managing Director - @dazework

11. Making sense of the data…
calibration (instruments)
Andrea Lewis, Managing Director - @dazework

12. Andrea Lewis, Managing Director - @dazework

13. Andrea Lewis, Managing Director - @dazework

14. Playing back the data…
Quotes
It’s critical to capture anecdotal evidence
and commentary in the form of verbatim
quotes when possible. Quotes set the
context, underscore authenticity of the
respondents, and add colour to the
feedback when presenting to the
brand/client/business/etc.
Andrea Lewis, Managing Director - @dazework

15. Playing back the data…
Themes
Formalise the findings into big-picture
issues that gather the information into
conceptual blocks and a clear order.
These specific themes might have sub-
themes and should drill down to formal
business recommendations.
Andrea Lewis, Managing Director - @dazework

16. Playing back the data…
Propensity
Based on the data collected, provide a
“likelihood” of an issue or behaviour to
occur. Given the sample size, guerilla
testing may not be statistically
significant. However, it is important to
provide a frequency of occurrence.
Andrea Lewis, Managing Director - @dazework

17. Thank you
Keeping in touch…
@dazework dazework@gmail.com
LinkedIn.com/in/andreamlewis
Learning more:
Suggested reading > Gorlenko & Englefield (2006). “Usability error
classification: qualitative data analysis for UX practitioners.”
Andrea Lewis, Managing Director - @dazework

18. Andrea Lewis, Managing Director - @dazework
Slide 1: Hello
http://www.sxc.hu/profile/hcmlopes (Electrick CMYK)
Slide 3: Today’s Talk
http://www.seton.co.uk/lab-coats-must-be-worn-in-this-area-signs-signs-md031ac.html (Lab coats must be worn)
Slide 4: My Recent Experience
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9840407/BandQ-owner-Kingfisher-puts-Irish-arm-into-rescue-
process.html (shot of building)
http://www.diy.com/diy/jsp/corporate/content/careers/our_roles/stores.jsp (customer service)
http://www.diy.com (screenshot of website)
Slide 5: Constraints
http://silverbackapp.com (Gorilla with clipboard logo)
http://www.hackerchick.com/2012/01/agile-vs-lean-yeah-yeah-whats-the-difference.html (Olive Oyl)
http://amberkenneson.blogspot.co.uk/2010/04/circus-contortionist-color.html (Contortionist by Amber Kenneson)
Slide 6: Method and Approach
http://the-birds-of-kent.blogspot.co.uk/2010/06/lowland-gorilla.html (gorilla)
http://joven-comunista.webnode.es/album/fotogaleria/a25463che-guevara-poster-comandante-hasta-la-victoria-siempre-by-kinki-gz-
galiza-ceive-jpg1/ (El Che)
Slide 7: Capturing the Data - An Accomplice
http://www.hollywood.com/news/movies/38447425/bonnie-and-clyde-on-netflix-how-desperation-colors-our-definition-of-
hero?page=all (Bonnie and Clyde, Warner Bros Pictures)
Slide 8: Capturing the Data - Simple Lures
http://www.worldfishingnetwork.com/users/wfn/blog/how-trying-new-lures-can-help-you-catch-more-fish-251584.aspx (lures)
Slide 9: Capturing the Data - Time Sensitive
http://thefuturebuzz.com/2013/02/20/everyone-finally-realizing-every-company-is-a-media-company (clocks - Shutterstock)
Slide 10: Capturing the Data – People Sensitive
http://insidetrekker.blogspot.co.uk/2009/07/spock-as-sex-symbol.html (Spock, CBS Studios, Inc.)
Slide 11: Making Sense of the Data – Calibration
http://www.retonthenet.co.uk/vintage-white-enamel-avery-england-sweet-shop-weighing-scales-with-brass-bell-weights-circa-1950s-
1962-p.asp (scales)
Image and photo credits…