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Guerrilla UX: Practical and Affordable Research

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A talk about how to conduct usability research without a massive budget or it being a huge undertaking. Case Studies about past experiences in guerrilla UX as well as the "patent-pending" $1000 UX Lab.

Talk originally prepared for ProductTank Madison 2018-03-14.

See https://tinyurl.com/guerrilla-ux for slides, transitions, etc.

Published in: Design
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Guerrilla UX: Practical and Affordable Research

  1. 1. Guerrilla UX: Practical and Affordable Research ProductTank Madison 2018-03-14
  2. 2. Nielsen, J. “Usability Engineering at a Discount” (1989) Proceedings of the third international conference on human-computer interaction on Designing and using human-computer interfaces and knowledge based systems. https://dl.acm.org/citation.cfm?id=92499 Guerilla UX: Practical & Affordable Research @bradorego
  3. 3. Outline Guerilla UX: Practical & Affordable Research @bradorego ● About me ● What’s this talk isn’t about ● Why research? ○ Every counter-argument you’ve ever heard ○ “ROI” of good research ● Case Studies ○ Collaborative Social Planning Startup ○ Internet-of-Things Appliance Testing ○ Emergency Broadcast Research ● Brad Orego’s “Patent-Pending” <$1000 UX Lab ● A brief plug ● Questions
  4. 4. Guerilla UX: Practical & Affordable Research @bradorego About the speaker
  5. 5. ● B.S. Computer Science, B.A. Psychology, University of Rochester ‘11 ○ ROC HCI ● Freelance UX Researcher, Product Designer (7+ years) ○ Work includes: American Family Insurance, Spectrum Brands, MobileIgniter, Therma-Stor, SingleWire, FactoryFix, Bounce, JustProtect, FFRF, Candorem, PatentlyClear, Datica, Branch2, Nextt, Zebradog, Epic, etc. ● Also… ○ Dancer (@kanopydance & @sokolowtheaterdance), Homebrewer, Cyclist ○ Previously: competitive ultimate frisbee, semi-competitive curler, martial artist, MadUX organizer ○ Recent transplant to NYC! ○ Currently #4 top submitter on http://www.uxdrinkinggame.com/ Bradley Orego Guerilla UX: Practical & Affordable Research @bradorego
  6. 6. Guerilla UX: Practical & Affordable Research @bradorego What this talk isn’t about
  7. 7. ● Strategy ○ Empathy Research ○ Branding ● The Nitty Gritty (e.g. this 46-item checklist) ○ Study Design ○ Recruitment ○ Communicating Results ○ Analysis ● UX Design ○ Personas ○ User Stories ○ Information Architecture What we won’t cover (a brief list) Guerilla UX: Practical & Affordable Research @bradorego ● UI Design ○ Wireframes ○ Visual/Graphic Design ○ Typography ● Development ○ Angular vs. Vue vs. React ○ Server-side languages ● Meta ○ Should designers code? ○ Agile UX ○ ROI/How to get buy-in
  8. 8. Guerilla UX: Practical & Affordable Research @bradorego Why research?
  9. 9. Source Who needs research anyway? Guerilla UX: Practical & Affordable Research @bradorego
  10. 10. ● Something something ROI something ● You aren’t your customer ○ Your customers may not be your users ● Make sure everyone’s swimming the same direction ○ Stakeholder interviews count as research (though we won’t cover that much) ● Make sure you’re solving the right problem Source Who needs research anyway? Guerilla UX: Practical & Affordable Research @bradorego
  11. 11. Guerilla UX: Practical & Affordable Research @bradorego Case Studies
  12. 12. Guerilla UX: Practical & Affordable Research @bradorego Nextt
  13. 13. ● Collaborative social planning tool startup ○ Raised $1.1M, active Fall 2012 - Summer 2014 ● UX Lead ○ “Do UX-y stuff” ● Lessons Learned ○ MacGyver it ○ Overnight Surveys ○ Hallway UX Nextt (2013 - 2014) Guerilla UX: Practical & Affordable Research @bradorego
  14. 14. ● No budget for research? No problem. ● Proto-UX Lab ○ A room ○ Testing Device ○ Recording Device ● Testing Device? ○ Bring-your-own vs. a QA device ■ BYO Pros: user familiarity, auth providers ■ BYO Cons: prone to interruption, extra step of installing ■ QA Pros: cheap/free, everything pre-installed ■ QA Cons: cheap/older, may be unfamiliar OS MacGyver It Guerilla UX: Practical & Affordable Research @bradorego Source
  15. 15. ● Spending too much time arguing? Get data. ○ ANY data is better than you sitting in a room. ● Who’s the audience? ○ General Public? Specific targets? ● Google Forms is your friend. ○ Trivial to spin up ○ (Some) built in analysis/summary ○ Quick and dirty Overnight Surveys Guerilla UX: Practical & Affordable Research @bradorego Source ● 30 responses is probably more than enough. ● Remember: at the end of the day, it’s just data. ○ You still have to make a decision. ○ You (sadly) can choose to ignore it.
  16. 16. ● Nextt was located at 613 Williamson Street ○ Cresa, Trek, Isthmus Architecture, etc. ○ We were a team of 7. ● Pros ○ Cheap & fast; especially useful for minor things ○ Way better than keeping in-house. ● Cons ○ Sampling bias (especially with repeat use) ○ Burning social capital Hallway UX Guerilla UX: Practical & Affordable Research @bradorego Source
  17. 17. Guerilla UX: Practical & Affordable Research @bradorego Fortune 1000 Holdings Company
  18. 18. ● Product Lead, MobileIgniter ○ What happens if we hook up a coffeemaker to the internet? ● MI did early ideation, handed back to customer ○ Which they then outsourced ○ ...and brought us back in at the end to do QA ○ Thankfully, we convinced them to let us do Usability Research ● How to run a research study with no lab on a multimillion-dollar project? ● Lessons Learned ○ What IS a usability lab? ○ How to do research for IoT? ○ Recruitment is the worst. Fortune 1000 (2015) Guerilla UX: Practical & Affordable Research @bradorego
  19. 19. Guerilla UX: Practical & Affordable Research @bradorego Source Source Source
  20. 20. Spoiler Alert: Not this. What actually is a usability lab? Guerilla UX: Practical & Affordable Research @bradorego Source Source Source Or this. Or this.
  21. 21. ● Private Space, Recording Tools, Testing Devices ○ Privacy IS important ■ Minimize distractions, help combat self-consciousness, legitimize the experience. ■ Office, Meeting Room, Conference Room ■ Put up blinds if you have to ○ Recording tools ■ At least two ● One to capture the screen, one to capture the user . ● Or, in this case, the entire environment. Remember: IoT. ■ GoPros with a few mounting options What actually is a usability lab? Guerilla UX: Practical & Affordable Research @bradorego
  22. 22. ● Consent/Release Forms ○ Rely on the US Government (for once) ○ Release forms legitimize the experience ■ Also CYA legally ● Protocol is important ○ Don’t introduce any bias. ● Pre-session Screener, Post-session Debrief ○ Screeners allow you to filter in/out individuals if needed. ■ Also give you demographic info for reporting later. ○ Debrief gives you immediate feedback. ■ Both on the product and on the testing session. What actually is a usability lab? Guerilla UX: Practical & Affordable Research @bradorego
  23. 23. ● Not just an app/website ○ Make sure the physical device is in good shape, factory reset. ○ Make sure the WiFi is good/reliable/ready. ● Camera setup ○ Make sure you capture the screen as well as the user. ■ You want to see their visceral reactions. ○ I wish I had photos of this, so here’s a bad diagram: How to do research for IoT? Guerilla UX: Practical & Affordable Research @bradorego ● Measure things ○ Success/Fail rate of tasks; Average time per task; # of errors on a task, etc. ○ This helps support qualitative feedback
  24. 24. ● Where to find people? ○ Craigslist, Reddit, other local forums ○ Pay someone else to do it (seriously) ● How to schedule? ○ Calendly ○ Doodle ● How many to schedule? ○ At least twice as many as you want to run. ● How much to pay? ○ The more you pay, the fewer will no-show. Recruitment is the worst. Guerilla UX: Practical & Affordable Research @bradorego ● What to pay? ○ Gift cards are easier than cash. ● How to minimize no-shows? ○ Automated reminders (email) ○ Personal reminders (phone) ● What to do if no-show? ○ Offer to reschedule? ■ How needy are you? Read this (and weep)
  25. 25. Guerilla UX: Practical & Affordable Research @bradorego SingleWire Software
  26. 26. ● Emergency Broadcast Software ○ Usually push (from university to individuals); let’s build a pull (a “panic button” app) ● Who are all of the involved parties? What are their concerns? ○ Students, Faculty, Staff ○ Emergency Response Personnel ○ Outside Resources (Police, Fire, Medical) ● Lessons Learned ○ Qualitative & Quantitative ○ The role of interviews ○ The power of Reddit SingleWire Software (2016) Guerilla UX: Practical & Affordable Research @bradorego
  27. 27. ● Ultimately you need to do both ○ Qualitative is what people respond to. ○ Quantitative is where the money is. ■ The plural of anecdote is NOT data. ● Reddit survey + Phone interviews → 1-2 Punch ○ Tell the story with qualitative interviews. ○ Back the story up with quantitative data Qualitative & Quantitative Guerilla UX: Practical & Affordable Research @bradorego Source ● A bunch of links on qual vs. quant in the appendix
  28. 28. ● 12 interviews conducted; students, staff, administrators ○ Talk to everyone involved in the process, start to finish, front to back. ● Extremely useful for early-stage work ○ Helps set context, paint a picture. ○ Understand what current solutions are in place and what’s insufficient. ● Focus on the things you can’t learn from surveys ○ Get their stories, their experiences in these scenarios. ● Yes, interviews count as UX Research ○ Usually payment isn’t expected. ○ Phone/video to minimize inconvenience. ○ Keep it concise and to the point. ■ Unless you want to/can pay for their time. The role of interviews Guerilla UX: Practical & Affordable Research @bradorego
  29. 29. ● An unprecedented ability to reach niche populations ○ You need security guards? r/securityguards or r/protectandserve. ○ Podcasters? Gamers? Digital Nomads? Tons of options. ○ It’s like forums of yesteryear on steroids. ● Appeal to their interests, needs ○ “We’re trying to make your life easier” ● Good for survey participants ○ Especially if it’s a quick survey. People love giving their opinion. ○ You can also engage in conversation with the community. ○ Just reading other threads provides some context. ● I would seriously do this before trying to run Facebook ads. It’s that good. The power of Reddit Guerilla UX: Practical & Affordable Research @bradorego
  30. 30. Guerilla UX: Practical & Affordable Research @bradorego Brad’s “Patent-Pending” <$1000 UX Lab
  31. 31. ● An extra room (conference room, meeting room, empty office) ○ $45/hr @ 100state; $30-50/hr in NYC ● 2 used and/or knock-off GoPro cameras ○ $50-200 each on Amazon, Ebay ● 42-in-1 mounting kit: $27 ● Storage ○ 32GB microSD cards: $20/each on Amazon ● Snacks ($20?) ○ Water, Soda, maybe candy or something ● $400 (cameras) + $50 (storage) + $30 (mounting) + 10hrs = $930 UX Lab on the cheap Guerilla UX: Practical & Affordable Research @bradorego
  32. 32. Guerilla UX: Practical & Affordable Research @bradorego A brief plug
  33. 33. ● A la carte research facilities in NYC. ○ Starting at $25/hr all the way up to full service research design & analysis. ● Great for startups, small businesses, pet projects, and low-budget teams. ○ Tell your friends! ● Biweekly newsletter with research tips & tricks, articles, and industry news, etc. ○ Join it! MelioraLabs Guerilla UX: Practical & Affordable Research @bradorego https://melioralabs.com/
  34. 34. Guerilla UX: Practical & Affordable Research @bradorego Questions?
  35. 35. ● https://bradorego.com/ ● hello@bradorego.com ● @bradorego ○ Literally everywhere: Twitter, Instagram, Facebook, LinkedIn, Snapchat, Steam, StackOverflow, … https://tinyurl.com/guerrilla-ux Thanks! Guerilla UX: Practical & Affordable Research @bradorego
  36. 36. ● https://www.usability.gov/ ● http://www.uxbooth.com/articles/guerrilla-research-tactics-tools/ ● https://www.nngroup.com/articles/discount-usability-20-years/ ● https://www.nngroup.com/articles/which-ux-research-methods/ ● https://www.interaction-design.org/literature/article/the-pros-and-cons-of-guerrilla-research-for-your- ux-project ● http://www.usefulusability.com/ux-research-the-biggest-bang-for-the-buck/ ● https://medium.com/design-ibm/the-vital-role-of-user-research-8c2f51a9cead ● https://medium.com/ux-design-web-mobile-virtual-reality/12-ux-research-techniques-quantitative-and -qualitative-1a37bcb1914e Additional Reading Guerilla UX: Practical & Affordable Research @bradorego

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