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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  • Audience picture Start Ups? Investors? How many know what UX is How many practice UX How many put UX in their top 3 priorities Who had too much to drink and too little sleep?
  • Next: Example for concept stage website
  • Next: Example low add on sales uptake in checkout
  • Next: How to use these o make some magic happen
  • Analytics + User Research = Learn more about each
  • SDG examples: Returns and Pop up banner
  • 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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