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Managing director of User Vision Chris Rourke presents at 2013 UX Scotland

Managing director of User Vision Chris Rourke presents at 2013 UX Scotland

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    UX Scotland presentation UX Scotland presentation Presentation Transcript

    • Cross  Cultural  UX  Research  –  Best   prac3ces  for  Interna3onal  Insights   June  2013   Chris  Rourke   User  Vision   @crourke          @uservision  
    • Outline   •  Why  do  interna-onal  UX  research       •  Types  of  interna-onal  research   •  A  Case  Study  :  Interna-onal  remote  research   •  How  to  make  your  interna-onal  research  projects  a   success    
    • Why do International UX research? •  We live in a big, varied world •  Language & translation •  Technology use varies •  Its fun
    • Ways to Research UX Internationally 1.  Do remote research 2.  Visit the foreign country 3.  Hire a local UX consultant 4.  Team from your local office runs research
    • Remote research •  Saves time and expense •  Moderated, unmoderated •  There are limits –  Context of use –  Technology to support
    • Bri3sh  Council  Schools  Online     •  Promotes  cross  cultural  sharing  of  educa-onal  resources   •  Link  schools  worldwide  for  fun,  friendship  and  shared  learning.     •  Resources  and  project  templates  to  use  in  partnership  
    • Edinburgh,   London   Mexico   Brazil   Nigeria   Egypt   Pakistan   Bangladesh   Indonesia  
    • Challenges   •  If  you  had  this  project,  what  challenges  you  would   expect?  
    • Factors  for  success  -­‐  Partners   •  Carefully  select  recruitment  partners   –  Previous  experience   –  Challenges  that  they  foresee   –  Procedures  and  back  ups  for  no-­‐shows   •  Consolidate  recruitment  partners     –  1  recruiter  for  3  different  countries   –  Recruiters  handled  the  incen-ves  
    • Factors  for  success  –  Be  organised   •  Be  aware  of  -me   zones,  weekends   •  Categorise  emails      
    • Factors  for  success   •  Minimise  the  technical  risks   –  Respondents    at  a  single  loca-on     –  Recruiter  and  laptop  goes  to  respondent     •  Beware  of  language  limita-ons     –  Simple,  clear  instruc-ons      
    • Interna3onal  Research  -­‐  Choose  your  methods     Rachel  Hinman’s  presenta-on  on  Mobile  UX  Essen-als   Balance  of  immersive   techniques  for  deep   insights  with  remote  ones   for  geographical  reach    
    • Performing  UX  Research  Abroad   •  Set  your  expecta-ons   –  Takes  more  -me   –  Is  more  expensive     –  Has  many  logis-cal  complica-ons   –  Can  be  exhaus-ng   •  Expect  to  get  less  done  in  a  research  session   –  More  chat  about  weather  etc  before  tes-ng   •  Par-cipants  may  not  have  a  tradi-on  of  punctuality   •  Be  aware  of  local  customs  and  culture      
    • Be  culturally  sensi3ve   •  In  Arab  countries   –  Ramadan   –  Prayer  -mes   –  Shaking  hands   –  Soles  showing  
    • Plan & document test preparations •  Especially  if  distributed  teams   •  Research  plan  &  objec-ves   •  Modera-on  guide   •  Research  materials  (s-muli)   •  Data  Recording  sheet   •  Template  report   •  Full  contact  sheet  for  consultants,   partners,  translators,  client   contact  other  suppliers  
    • Language  –  The  devil’s  in  the  detail   •  People  in  different  countries   and  loca-ons  can  perceive   the  same  words  differently     –  Translate  test  materials  both   ways     –  Moderate  in  local  language,   na-ve  speaker   –  Understand  any  local   varia-ons,  slang   –  Consider  simultaneous   transla-on    
    • Researching  abroad   •  Use  Cross-­‐cultural  research  team   •  Understand  context  of  where  you  are  researching   –  Arrive  early,  observe,  learn  local  news,  events   –  All  of  your  -me  in-­‐country  is  part  of  your  research   •  Recrui-ng     –  What  is  a  “local”?  What  is  their  language?   –  Recruitment  partner  –  choose  carefully   –  Adapt  sampling  strategies   –  UK  “Screening”  may  not  make  sense,  
    • Moderate your Moderation •  More   rapport    -me ,  be  pa-ent   •  Put  par-cipants  at  ease   –  Appropriate  dress   –  “Hello”  and  “Thank  you”  in  local  language   –  Show  interest  in  their  culture,  local  events   •  Note taking minimal •  Video recording - optional
    • Contextual  /  ethnographic  Research   •  Purely  observa-onal   •  Provide  cameras  to   par-cipants,  they  take  photos   of  their  environment     •  Artefact  walkthroughs   •  Demonstra-ons,  par-cipatory    
    • Interna3onal  Research  -­‐  logis3cs   •  Keep  an  eye  on  the  -me   –  www.-meanddate.com   •  Transpor-ng  equipment  &  data   –  Interna-onal  Customs   –  Use  the  cloud    for  backup   •  Pilot  test  at  home  first     –  Interna-onal  audience  in  the  UK   –  Use  bandwidth  shaper       –  Replicate  OS,  browser,  resolu-on     etc    
    • One  team  or  several  partners?   Same  team  does  all  visits   •  Perhaps  with  translator   •  More  consistent   •  More  -me   •  More  travel     Different  teams  work  in  parallel   •  Pre-­‐test  preps  cri-cal   •  Quicker  fieldwork     •  Beware  transla-on  issues   •  Careful  analysis  needed  
    • Who does International Research? •  Cross  disciplined  teams   •  Experienced  Researcher   •  The  right  abtude  -­‐  curious   •  Enjoy  cross-­‐cultural   experiences  
    • Learn more Thank  You!     Chris  Rourke      @crourke   User  Vision          @uservision