Why you're always wrong: User Research for Start Ups

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From bitspiration 2013 in Krakow: Why your assumptions about your customers are always wrong and what you can do to figure out where you are wrong and how wrong you are. Gives an overview of research methods that you can employ and some tips on using them.

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Why you're always wrong: User Research for Start Ups

  1. 1. User Research for startups@ bitspiration 2013, Krakow @bendressler
  2. 2. PsychologyMSc Maastricht University Games Usability Analyst Shop Direct Group User Research United Kingdom Germany SwedenThe Netherlands
  3. 3. UK‘s biggesthome shopping company very.co.uk Littlewoods.comisme.com Kandco.com fashionelectricalsjewellery furniture toys beauty billionrevenue £ 1.7 $ 2.6 € 2.0 of which80%is generated online 40% of all sessions mobile
  4. 4. UX
  5. 5. Tempting ways to design
  6. 6. by committee
  7. 7. by inspiration
  8. 8. by user request
  9. 9. A better way to design
  10. 10. by observing what your users can easilyuse
  11. 11. User research… …is a methodology to figure out how wrong your assumptions are
  12. 12. You are smarter because… You are not aware of that Your observations are biased
  13. 13. What they expect What they wantHow they want it don‘t What they can‘t What they knowdon‘t don‘t What they perceive don‘t
  14. 14. How wrong are you? How severe is that?
  15. 15. amount of wrong
  16. 16. Layer 1 Language Intelligence MemoryPerception Motor skills ContrastsColors Movement Hearing Spatial Verbal Procedural Logic Theory of mind Processing speed RecognitionRecall Self awareness Reflexes Aiming Coordination Deciphering Producing Interpretating
  17. 17. Layer 2 This is a link Every browser has a „back“ button Grayed out means „inactive“ Tabs are independent browser windows The browser sits on the computer and displays websites X usually means „close this“ T:thisisapath Mouse cursor changes indicate potential actions
  18. 18. Layer 3 The contacts sit in the header Rows full of blocks are deleted All confirm buttons are orange You have to enable location services The circle button makes the avatar jump Swipe with all fingers is different Logout sits under settings You can turn off push notifications The cake is a lie
  19. 19. How big is your problem?
  20. 20. How unique is the proposition? How tech-savy are users? Reddit eBay Farmville League of Legends Skype Photoshop iPhone facebook SPSS Poker tracker World of Warcraft Techcrunch.co m 9gag.com Google Linux Pebble Watch Ouya
  21. 21. Virality Conversion MAU NPS Bounce Open wallet conversion Retention Checkout dropout Average order value Friends invited Average lifetime value
  22. 22. Not sure how?
  23. 23. Qualitative Quantitative Data level Resources required Clicktracking Live survey Biometrics Controlled experiments Eyetracking Card sort Web analytics Survey Clicktest Diary study Techcrunch.co m User testing Google Key task analysis Split testing Session replay Cognitive walkthrough
  24. 24. Qualitative Quantitative Data level Resources required Clicktracking Live survey Biometrics Controlled experiments Eyetracking Card sort Web analytics Survey Clicktest Diary study Techcrunch.co m User testing Google Key task analysis Split testing Session replay Cognitive walkthrough
  25. 25. Qualitative Quantitative Data level Resources required Clicktracking Live survey Biometrics Controlled experiments Eyetracking Card sort Web analytics Survey Clicktest Diary study Techcrunch.co m User testing Google Key task analysis Split testing Session replay Cognitive walkthrough
  26. 26. „About that research budget...“
  27. 27. Top 5 tasks Supports prioritisation Representativeness of users crucial Key Task Analysis
  28. 28. No cost User tasks required Difficult to simulate lack of knowledge or skill Cognitive Walkthrough
  29. 29. All about observing Possibility to prompt or ask Most major issues with five users User Testing
  30. 30. Check for false affordances Pen & paper solutions Quantify results Clicktest
  31. 31. Open for ideation Closed for validation Gather verbal feedback Card Sorting
  32. 32. Analytics required Failing fast Does not answer „why“ Bigger samples needed Split Testing
  33. 33. How to make magic happen
  34. 34. Triangulate!
  35. 35. Iterate! Bad Better GoodWorse
  36. 36. Start early!
  37. 37. Be creative!
  38. 38. Challenge accepted!
  39. 39. 1. You are wrong 2. Test your assumptions early 3. Choose the right method 4. Triangulate 5. Iterate @bendressler

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