Conducting user research in the Discovery phase of a project to ensure you make informed design decisions that will meet user needs. Taken from a talk delivered in collaboration with the Department for Work and Pensions at Generator's UX Day 2018.

1. Holly Allison
@holly_allison
@orangebus
Discovery: Unders

2. Holly Allison
@holly_allison
@orangebus
Hello!
! UX Designer at Orange Bus
! Background in psychology and
client services
! Working with large clients in the
public and private sectors

3. Holly Allison
@holly_allison
@orangebus
User research…
What’s the point?
! Find the problems that need to be solved
! Make informed decisions that benefit the user
! Avoid wasting time on unused products / features
! Decrease cost and effort in the long term
! Build empathy and understanding in your team

4. Holly Allison
@holly_allison
@orangebusThe user experience is everyone’s responsibility

5. Holly Allison
@holly_allison
@orangebus
Discovery research methods

6. Holly Allison
@holly_allison
@orangebus
Analytics
and surveys

7. Holly Allison
@holly_allison
@orangebus
Analytics and surveys
! Gather a large amount of quantitative data
! Understand current user behaviour
! Affordable and quick methods
! A good starting point

8. Holly Allison
@holly_allison
@orangebus
Interviews

9. Holly Allison
@holly_allison
@orangebus
Interviews
! Rich, detailed responses
! Stories and anecdotal feedback
! Opportunity to delve deeper and ask WHY

10. Holly Allison
@holly_allison
@orangebus
Shadowing

11. Holly Allison
@holly_allison
@orangebus
Shadowing
! Understand context of use
! Observe natural behaviour
! Identify details you’d miss with self report
! Teacher - Apprentice dynamic

12. Holly Allison
@holly_allison
@orangebus
Diary
studies

13. Holly Allison
@holly_allison
@orangebus
Diary studies
! Real time feedback
! Data over a longer period
! Understand habits, triggers and attitudes
over time

14. Holly Allison
@holly_allison
@orangebus
Card sorting

15. Holly Allison
@holly_allison
@orangebus
Card sorting
! Understand mental models
! Ensure information is easy to find
! Identify users’ language choices

16. Holly Allison
@holly_allison
@orangebus
User
workshops

17. Holly Allison
@holly_allison
@orangebus
User workshops
! Gather feedback from a large number of
users at once
! Hands-on, creative environment
! Cover a range of areas / activities
! Users help shape the service

18. Holly Allison
@holly_allison
@orangebus
8 practical tips for
conducting user research

19. Holly Allison
@holly_allison
@orangebus
1.
Set out clear
objectives /
hypotheses

20. Holly Allison
@holly_allison
@orangebus
2.
Choose the
right method
Behavioural
Attitudinal
Qualitative
(Direct)
Quantitative
(Indirect)
Shadowing
Usability testing
Interviews
Surveys
Focus groups
Analytics
A/B testing
Card sort
Diary studies
Eye tracking
Tree test
Workshops

21. Holly Allison
@holly_allison
@orangebus
3.
Select a
representative
sample

22. Holly Allison
@holly_allison
@orangebus
4.
Provide
a good
incentive

23. Holly Allison
@holly_allison
@orangebus
5.
Ask
open-ended,
non-leading
questions
Why?
What?
Tell me about a time…
How do you…?
Show me…What do you
expect?

24. Holly Allison
@holly_allison
@orangebus
6.
Shut up
and listen

25. Holly Allison
@holly_allison
@orangebus
7.
Ask them to
elaborate

26. Holly Allison
@holly_allison
@orangebus
8.
Have a
colleague
take notes

27. Holly Allison
@holly_allison
@orangebus
You don’t just discover
in discovery...

28. Holly Allison
@holly_allison
@orangebus
Research is what I’m doing
when I don’t know what I’m
doing.
“ “
Werner von Braun
Aerospace Engineer

29. Holly Allison
@holly_allison
@orangebus
Thank you!