High-quality, Impactful, Fast UX Research for Engineers

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Video and slides synchronized, mp3 and slide download available at http://bit.ly/10XzYfo.

Tomer Sharon discusses the psychology of attitude & behavior and shares tips for conducting a high-quality, impactful, and fast UX research. Filmed at qconsf.com.

Tomer Sharon is a User Experience Researcher at Google Search in New York City and author of the book, It's Our Research, that provides strategies and tactics for getting buy-in for UX research. He founded and led UXPA Israel and is the co-founder and organizer of leanUXmachine, a weekend of UX learning, collaboration, and mentorship for Israeli startups.

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High-quality, Impactful, Fast UX Research for Engineers

  1. 1. HIGH-QUALITY,IMPACTFUL, FASTUX RESEARCHFOR ENGINEERSTOMER SHARON, UX RESEARCHER, GOOGLE
  2. 2. Watch the video with slide synchronization on InfoQ.com! http://www.infoq.com/presentations /UX-Research InfoQ.com: News & Community Site• 750,000 unique visitors/month• Published in 4 languages (English, Chinese, Japanese and Brazilian Portuguese)• Post content from our QCon conferences• News 15-20 / week• Articles 3-4 / week• Presentations (videos) 12-15 / week• Interviews 2-3 / week• Books 1 / month
  3. 3. Presented at QCon San Francisco www.qconsf.comPurpose of QCon- to empower software development by facilitating the spread ofknowledge and innovationStrategy - practitioner-driven conference designed for YOU: influencers ofchange and innovation in your teams- speakers and topics driving the evolution and innovation- connecting and catalyzing the influencers and innovatorsHighlights- attended by more than 12,000 delegates since 2007- held in 9 cities worldwide
  4. 4. @tsharon
  5. 5. HIGH-QUALITY, IMPACTFUL, FAST UXRESEARCH FOR ENGINEERSPsychology of attitude & behavior1. High-quality noticeability test2. Impactful A/B usability study3. Fast, colorful collaboration tool
  6. 6. WHAT’S A HIGH-QUALITY, FAST, & IMPACTFUL UX RESEARCH?
  7. 7. FAST IGNORED CRAPPYHIGH-QUALITY IMPACTFUL SLOW
  8. 8. KEY
  9. 9. DON’T LISTEN TO USERS
  10. 10. OBSERVEBEHAVIOR
  11. 11. I DON’T LISTEN TOUSERS BECAUSE OFTHE PSYCHOLOGY OFATTITUDE & BEHAVIOR
  12. 12. STRONGRELATIONSHIPBETWEEN ATTITUDEAND BEHAVIOR
  13. 13. SOLDIER POSITIONS ON WAR PREDICTEDTHEIR QUALITY OF FIGHTING[STOUFFER, 1949]
  14. 14. PEOPLE’S ATTITUDE TOWARD A CERTAINCAR MODEL PREDICTED ITS SALES[BOGART, 1967]
  15. 15. STRONGRELATIONSHIPBETWEEN ATTITUDEAND BEHAVIOR
  16. 16. A CHINESE COUPLE VISITED 250 RESTAURANTS & HOTELSIN THE US AND GOT ONE REFUSAL TO BE SERVICED.A LETTER SENT TO THE SAME BUSINESSES ASKING IFTHEY WOULD SERVE CHINESE CUSTOMERS GOT AREFUSAL FROM 92%.[LAPIERRE, 1934]
  17. 17. STUDENTS WERE ASKED ABOUT THEIR ATTITUDE TOWARDCHEATING.A FEW WEEKS LATER, THEY WERE ASKED TO GRADE THEIROWN TESTS. THERE WAS CLOSE TO ZERO CORRELATIONBETWEEN ATTITUDE TOWARD CHEATING AND ACTUALCHEATING.[COREY, 1937]
  18. 18. TODAY  
  19. 19. MANY STUDIESFOUND NORELATIONSHIPBETWEEN ATTITUDEAND BEHAVIOR
  20. 20. SOCIAL PSYCHOLOGISTS STARTED ASKINGWHAT AFFECTS THERELATIONSHIPBETWEEN ATTITUDE& BEHAVIOR
  21. 21. 6
  22. 22. 1
  23. 23. ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OFMEASURMENT
  24. 24. 1ST PRINCIPLEA GENERAL ATTITUDEFORMS A GOOD BASISFOR PREDICTING A WIDESET OF BEHAVIORS
  25. 25. GENERAL ATTITUDETO WHAT EXTENT DOYOU CONSIDERYOURSELF A ‘SOCIALANIMAL’?
  26. 26. SPECIFIC BEHAVIORNUMBER OF FRINEDS,LIKES, COMMENTS,AND SHARES ONFACEBOOK
  27. 27. 2ND PRINCIPLEA SPECIFIC & UNIQUEATTITUDE MIGHTPREDICT A SPECIFIC &UNIQUE BEHAVIOR
  28. 28. GENERAL & SPECIFIC ATTITUDES OF MARRIEDWOMEN TOWARD USING THE PILL[DAVIDSON & JACCARD, 1979]
  29. 29. ATTITUDE CORRELATIONUSING BIRTH CONTROL 0.08THE PILL AS A BIRTH CONTROL 0.32USING THE PILL AS A BIRTH CONTROL 0.53USING THE PILL AS A BIRTH CONTROL IN THE 0.57NEXT 2 YEARS
  30. 30. 2
  31. 31. ATTITUDE-BEHAVIOR RELATIONSHIPTIME BETWEENMEASURMENTS
  32. 32. PRINCIPLEPOSITIVE CORRELATIONBETWEEN ATTITUDE &BEHAVIOR INCREASES IFMEASUREMENT TIME-DIFFERENCE IS SHORTER
  33. 33. REASONBECAUSE PEOPLE’SATTITUDES ARE NOTSTABLE AND CHANGEOVER TIME
  34. 34. HOW MANY TIMES DID A USER DRAW A SCREEN THEYWANT, ONLY TO REJECT IT 3 MONTHS AFTER IT?[AFTER YOU COMPLETED CODING THE DAMN THING]
  35. 35. 3
  36. 36. ATTITUDE-BEHAVIOR RELATIONSHIPWAY OF ACQUIRING ATTITUDE
  37. 37. JOEY, 10-YEARS-OLD, WANTS A VIDEO GAME HE PLAYED AT A FRIEND’SHOUSE; HIS FRIEND MARK HEARD ABOUT THIS GAME FROM JOEY; THEIRFRIEND ANDY SAW A COMMERCIAL FOR THAT GAME.WHO IS MORE LIKELY TO NAG THEIR PARENTS TO BUY THE GAME?
  38. 38. PRINCIPLEPAST EXPERIENCECLARIFIES ATTITUDEAND INCREASES ITSPOSITIVE CORRELATIONWITH BEHAVIOR
  39. 39. APPLICATION 1 TO UXIN USABILITY TESTING,ASK ABOUT OPINIONSONLY AFTER USERSACTUALLY EXPERIENCETHE PRODUCT
  40. 40. APPLICATION 2 TO UXASK ABOUT PASTEXPERIENCES RATHERTHAN PREDICTIONSOF THE FUTURE
  41. 41. 4
  42. 42. ATTITUDE-BEHAVIOR RELATIONSHIPCLARITY OF ATTITUDE
  43. 43. PRINCIPLEHIGH, POSITIVECORRELATION BETWEENATTITUDE & BEHAVIORINCREASES WHENATTITUDE IS CLEARER
  44. 44. STUDENTS PARTICIPATED IN ELECTION IF THEY HAD MOREINFORMATION ABOUT CANDIDATES COMPARED TO STUDENTSWHO WERE NOT VERY UP-TO-DATE WITH CANDIDATEINFORMATION.[DAVIDSON ET AL, 1985]
  45. 45. RESEARCHERS MEASURED PREGNANT WOMEN’S ATTITUDES TOWARDBREASTFEEDING, THEN MEASURED WHO OF THEM BREASTFED. ASTRONGER CORRELATION BETWEEN ATTITUDE & BEHAVIOR WAS FOUNDAMONG WOMEN WHO GAVE BIRTH BEFORE.[MANSTEAD, PROFFITT & SMART, 1983]
  46. 46. 5
  47. 47. ATTITUDE-BEHAVIOR RELATIONSHIPACCESSIBILITY OF ATTITUDE TO CONSCIENCE
  48. 48. PRINCIPLECONSCIENCE-ACCESSIBLEATTITUDE BETTERPREDICTS BEHAVIOR
  49. 49. COMPUTER GEEKS SPEND A LOT OF TIME THINKING ABOUT THEIR OWNCOMPUTER SOFTWARE PREFERENCES. PEOPLE’S ATTITUDES BETTERPREDICT BEHAVIOR WHEN THEY ARE ASKED OR HEAR ABOUT THEMREPEATEDLY.[POWELL & FAZIO, 1984, BORGIDA & CAMPBELL, 1982]
  50. 50. 6
  51. 51. ATTITUDE-BEHAVIOR RELATIONSHIPPERSONALITY
  52. 52. PRINCIPLEPEOPLE WITH HIGH SELFMONITORING DO NOTDEMONSTRATECONSISTENCY OFATTITUDE & BEHAVIOR
  53. 53. PEOPLE CONCERNED WITHTHEIR EXPRESSIVE SELF-PRESENTATION TEND TOCLOSELY MONITORTHEMSELVES TO ENSUREDESIRED PUBLICAPPEARANCES
  54. 54. IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OFPEOPLE WITH HIGH SELF-MONITORING SCORES.[SNYDER, 1974, 1979]
  55. 55. THIS IS WHY YOU SEESOME PEOPLE MISERABLYFAILING TO COMPLETETASKS IN A USABILITYTEST YET ARE ‘EXTREMELYSATISFIED’
  56. 56. WHAT DOESIT MEAN TOYOU?
  57. 57. DON’TASK WHATTHEY NEED
  58. 58. INSTEAD OBSERVEWHAT THEY DO
  59. 59. DON’T ASK WHAT ISTHEIR FEEDBACK
  60. 60. INSTEADWATCH THEM USE IT
  61. 61. HIGH-QUALITY
  62. 62. ONLY AN EYETRACKER CAN TELLIF USERS NOTICESTUFF
  63. 63. EYE TRACKERSARE NOT MINDREADERS
  64. 64. EYE TRACKERS ONLYTELL YOU WHEREPEOPLE LOOK,NOT WHAT THEYNOTICE
  65. 65. NOTICEABILITY TEST
  66. 66. NOTICEABILITY TESTA RESEARCH TECHNIQUEFOR LEARNINGWHETHER PEOPLENOTICE KEY ELEMENTSIN YOUR DESIGN
  67. 67. RESULTYOU GET ACRYSTAL-CLEARANSWER
  68. 68. HOW TOPRINT SCREENCUT ELEMENTS & NON-ELEMENTSMIXPREP BLANK PAPER & SCISSORS,SHARPIE AND TAPEONE KIT PER USER
  69. 69. HOW TOAFTER USERS COMPLETEA TASK ASK THEM TO RE-ASSEMBLE THE KEYSCREEN, SHUT UP, &WATCH WHAT HAPPENS
  70. 70. ANALYSISDID THEY PUT KEYELEMENTS IN PLACE?DID THEY LEAVE OUT WHATDOESN’T BELONG?DID THEY DRAW ELEMENTSTHAT WEREN’T THERE?
  71. 71. WHY IS IT HIGH-QUALITY?
  72. 72. IMPACTFUL
  73. 73. A/BUSABILITY STUDY*
  74. 74. LOOP11 (www.loop11.com/startups)
  75. 75. *THE BIG LIMITATION OF A STANDALONE A/B TEST IS THAT IT ONLY TELLS YOU WHAT, NOT WHY
  76. 76. A/B USABILITY TESTAN ONLINE RESEARCHTECHNIQUE DURING WHICHUSERS ARE ASKED TOCOMPLETE TASKS WHILE UXMETRICS ARE COLLECTEDBEHIND THE SCENES
  77. 77. RESULTSTHINGS TO KEEPOPPORTUNITIES FORIMPROVEMENTCOMPERATIVE DATA ABOUTSPEED, SUCCESS, &SATISFACTION
  78. 78. TASK EXAMPLEIMAGINE YOU ARE PLANNINGA VACATION IN BORA BORABETWEEN MAY 10 AND 20,2013, WITH YOUR SPOUSE.USE UNITED.COM TO BOOKYOUR FLIGHTS.
  79. 79. WHY IS ITIMPACTFUL?
  80. 80. FAST
  81. 81. COLORFULCOLLABORATION TOOL
  82. 82. THE RAINBOWSPREADSHEET
  83. 83. THE RAINBOW SPREADSHEETA SPREADSHEET WITHWHICH DATA COLLECTEDDURING A UX STUDY ISCENTRALLY DOCUMENTEDCOLLABORATIVELY BY ATEAM
  84. 84. THE SPREADSHEET SERVESAS THE CENTERPIECE FORLESSONS LEARNED FROMA STUDY AND LATER TURNSINTO THE FINAL REPORT
  85. 85. ADVANTAGESINVOLVES THE ENTIRE TEAMFAST TURNAROUND OF RESULTSCOMMITTMENT TO ACT ON RESULTSVISUAL INFO CLARIFIES WHAT’S IMPORTANTNO REPORT
  86. 86. goo.gl/w0zXw
  87. 87. WHY IS IT FAST?
  88. 88. RECAP
  89. 89. PSYCHOLOGY OF ATTITUDE & BEHAVIOR1.  Level of measurement2.  Time between measurements3.  Way of acquiring attitude4.  Clarity of attitude5.  Accessibility of attitude to conscience6.  Personality
  90. 90. HIGH-QUALITY, IMPACTFUL, FAST UXRESEARCH FOR ENGINEERS1. High-quality noticeability test2. Impactful A/B usability study3. Fast, colorful collaboration tool
  91. 91. FASTHIGH-QUALITY IMPACTFUL
  92. 92. DON’T LISTEN TO USERS
  93. 93. OBSERVEBEHAVIOR
  94. 94. THANK YOU @tsharon

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