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You’re Doing The Wrong
                                Research


                                                         Laura Klein
                                                         @lauraklein
                                               laura@usersknow.com
                                          http://www.usersknow.com
Wednesday, December 5, 2012
@lauraklein




      GET OUT OF THE BUILDING!




Wednesday, December 5, 2012
@lauraklein




                               What You Expect

                              1. Get out of the building
                              2. Talk to “users”
                              3. Profit




Wednesday, December 5, 2012
@lauraklein




                              What Really Happens

                               1. Get out of the building
                               2. [A lot of really hard work]
                               3. Profit????




Wednesday, December 5, 2012
@lauraklein




                              Let’s figure out that middle bit...




Wednesday, December 5, 2012
@lauraklein




                    How Many Ways Are You
                      Listening To Users?
       Did you know that there are dozens of ways to do this?




Wednesday, December 5, 2012
@lauraklein



                   Here Are A Few Of Them
         Landing Pages                   Product Stubs (Fake Doors)
     Guerilla User Tests           Task Based Usability
                    Wizard of Oz           Brain Imaging (yes, really!)
                     Analytics
  New User Interviews                        A/B Testing
            Customer Development Interviews
      Prototype Usability       Observational Usability
                            Sales    Click Tests
   NPS Surveys
 Unmoderated Testing Focus Groups       Surveys
Wednesday, December 5, 2012
@lauraklein




   I’m not going to teach you how to do
             all of those today.
                              (You’re welcome.)




Wednesday, December 5, 2012
@lauraklein




                   What you want to learn determines
                 the type of research you need to do!




Wednesday, December 5, 2012
@lauraklein



      You Only Need To Know About
         Two Types Of Research*

                              Generative & Evaluative




                                      *for now

Wednesday, December 5, 2012
@lauraklein




                              Generative Research


                              You want to know what to do next.




Wednesday, December 5, 2012
@lauraklein




                       You Don’t Have An Idea
       Find a great idea by learning about problems within
       specific markets.

       Best Methods:
       •Contextual Inquiry
       •Customer Development Interviews




Wednesday, December 5, 2012
@lauraklein




                              Like This




Wednesday, December 5, 2012
@lauraklein



                          You Have A Great Idea
                                (maybe)
       Learn more about your potential customers and figure
       out what’s necessary for an MVP.

       Best Methods:
       •Contextual Inquiry
       •Customer Development Interviews
       •Observational Studies of Competitive Products


Wednesday, December 5, 2012
@lauraklein




                              Like This




Wednesday, December 5, 2012
@lauraklein



           You Have An MVP & Want To
             Know How People Use It
       Understand more about your users and what they’re
       really doing with your product.

       Best Methods:
       •Observational Studies
       •Diary Studies
       •Analytics


Wednesday, December 5, 2012
@lauraklein




                              Like This




Wednesday, December 5, 2012
@lauraklein




                              Or This




Wednesday, December 5, 2012
@lauraklein




                              See A Pattern?


            Generative research is about Generating Ideas.




Wednesday, December 5, 2012
@lauraklein




                              Evaluative Research


                      You want to know if what you did was right.




Wednesday, December 5, 2012
@lauraklein



    You’re Doing A Redesign & Want
         To Make Sure It’s Better
       See whether users can perform key tasks in your
       product easily and without confusion.

       Best Methods:
       •Task Based Usability Tests
       •Observation of Interactive Prototypes



Wednesday, December 5, 2012
@lauraklein




                              Like This




Wednesday, December 5, 2012
@lauraklein



          You Created A New Landing
         Page & Want To Test Messaging
       Understand whether users really understand your new
       tag line, and whether your messaging conveys what you
       think it should.

       Best Methods:
       •Five Second Tests
       •Guerilla Usability
       •A/B Tests

Wednesday, December 5, 2012
@lauraklein




                              Like This




Wednesday, December 5, 2012
@lauraklein



               You’re Thinking Of Adding A
                          Feature
       Validate whether or not it’s a good idea before
       spending time designing and building it.

       Best Methods:
       •Feature Stubs (Fake Doors)
       •Wizard of Oz Features



Wednesday, December 5, 2012
@lauraklein




                                   Like This



                              “This feature is coming soon!”




Wednesday, December 5, 2012
@lauraklein



    You Added A Feature & Want To
          Know The Impact
       Learn whether your changes improve both the user
       experience and your key business metrics.

       Best Methods:
       •Customer Interviews
       •Observation Studies
       •A/B Test Against Control
       •Analytics

Wednesday, December 5, 2012
@lauraklein




                              Like This




Wednesday, December 5, 2012
@lauraklein




                              See A Pattern?


    Evaluative research is about Validating Hypotheses.




Wednesday, December 5, 2012
@lauraklein




Did you notice that some methods are
          quantitative?

       That’s because Qualitative Research
             sucks for some things.


Wednesday, December 5, 2012
@lauraklein




 Quantitative Research tells you what.

       Qualitative Research tells you why.



Wednesday, December 5, 2012
@lauraklein




                        Some Common Questions




Wednesday, December 5, 2012
@lauraklein


    What Are Some Good Research
     Methods That Don’t Involve
    People Outside The Company?

                              (This page intentionally left blank)




Wednesday, December 5, 2012
@lauraklein



     But What If I’m Solving My Own
                Problem?

                       That depends. How many of you are there?




Wednesday, December 5, 2012
@lauraklein




    What If I Don’t Have Any Users?


                              Get some.




Wednesday, December 5, 2012
@lauraklein



    But What If I Can’t Get Enough
   Users For Quantitative Research?

                        Rely more heavily on Qualitative Research.




Wednesday, December 5, 2012
Ok, Your Turn




Wednesday, December 5, 2012
@lauraklein




                                       Exercise!
           Fill this in with real life examples of some research.

              Type            Metric   Plan




Wednesday, December 5, 2012
@lauraklein




                                        Example!
              Type            Metric     Plan

           Generative                   Observe 4 people who have never used the product
           Observational Revenue        before go through the payment flow to find pain
             Testing                    points that are causing drop off in the funnel.
                                        Generate ideas for fixing those usability bugs.


                                        Test whether potential users understand the new
                                        messaging on the home page by running 20 people
            Evaluative
                              Sign Up   who have never seen the site before through a 5
            5 Second Test
                                        second test and asking the question, “What does this
                                        product do?”



Wednesday, December 5, 2012
More Questions?
                                   You know where to find me...
                                              @lauraklein
                                         laura@usersknow.com
                                      http://www.usersknow.com



                                  pssst...this will all be in the book!
                              To be published by O’Reilly in early 2013.




Wednesday, December 5, 2012

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Which research when

  • 1. You’re Doing The Wrong Research Laura Klein @lauraklein laura@usersknow.com http://www.usersknow.com Wednesday, December 5, 2012
  • 2. @lauraklein GET OUT OF THE BUILDING! Wednesday, December 5, 2012
  • 3. @lauraklein What You Expect 1. Get out of the building 2. Talk to “users” 3. Profit Wednesday, December 5, 2012
  • 4. @lauraklein What Really Happens 1. Get out of the building 2. [A lot of really hard work] 3. Profit???? Wednesday, December 5, 2012
  • 5. @lauraklein Let’s figure out that middle bit... Wednesday, December 5, 2012
  • 6. @lauraklein How Many Ways Are You Listening To Users? Did you know that there are dozens of ways to do this? Wednesday, December 5, 2012
  • 7. @lauraklein Here Are A Few Of Them Landing Pages Product Stubs (Fake Doors) Guerilla User Tests Task Based Usability Wizard of Oz Brain Imaging (yes, really!) Analytics New User Interviews A/B Testing Customer Development Interviews Prototype Usability Observational Usability Sales Click Tests NPS Surveys Unmoderated Testing Focus Groups Surveys Wednesday, December 5, 2012
  • 8. @lauraklein I’m not going to teach you how to do all of those today. (You’re welcome.) Wednesday, December 5, 2012
  • 9. @lauraklein What you want to learn determines the type of research you need to do! Wednesday, December 5, 2012
  • 10. @lauraklein You Only Need To Know About Two Types Of Research* Generative & Evaluative *for now Wednesday, December 5, 2012
  • 11. @lauraklein Generative Research You want to know what to do next. Wednesday, December 5, 2012
  • 12. @lauraklein You Don’t Have An Idea Find a great idea by learning about problems within specific markets. Best Methods: •Contextual Inquiry •Customer Development Interviews Wednesday, December 5, 2012
  • 13. @lauraklein Like This Wednesday, December 5, 2012
  • 14. @lauraklein You Have A Great Idea (maybe) Learn more about your potential customers and figure out what’s necessary for an MVP. Best Methods: •Contextual Inquiry •Customer Development Interviews •Observational Studies of Competitive Products Wednesday, December 5, 2012
  • 15. @lauraklein Like This Wednesday, December 5, 2012
  • 16. @lauraklein You Have An MVP & Want To Know How People Use It Understand more about your users and what they’re really doing with your product. Best Methods: •Observational Studies •Diary Studies •Analytics Wednesday, December 5, 2012
  • 17. @lauraklein Like This Wednesday, December 5, 2012
  • 18. @lauraklein Or This Wednesday, December 5, 2012
  • 19. @lauraklein See A Pattern? Generative research is about Generating Ideas. Wednesday, December 5, 2012
  • 20. @lauraklein Evaluative Research You want to know if what you did was right. Wednesday, December 5, 2012
  • 21. @lauraklein You’re Doing A Redesign & Want To Make Sure It’s Better See whether users can perform key tasks in your product easily and without confusion. Best Methods: •Task Based Usability Tests •Observation of Interactive Prototypes Wednesday, December 5, 2012
  • 22. @lauraklein Like This Wednesday, December 5, 2012
  • 23. @lauraklein You Created A New Landing Page & Want To Test Messaging Understand whether users really understand your new tag line, and whether your messaging conveys what you think it should. Best Methods: •Five Second Tests •Guerilla Usability •A/B Tests Wednesday, December 5, 2012
  • 24. @lauraklein Like This Wednesday, December 5, 2012
  • 25. @lauraklein You’re Thinking Of Adding A Feature Validate whether or not it’s a good idea before spending time designing and building it. Best Methods: •Feature Stubs (Fake Doors) •Wizard of Oz Features Wednesday, December 5, 2012
  • 26. @lauraklein Like This “This feature is coming soon!” Wednesday, December 5, 2012
  • 27. @lauraklein You Added A Feature & Want To Know The Impact Learn whether your changes improve both the user experience and your key business metrics. Best Methods: •Customer Interviews •Observation Studies •A/B Test Against Control •Analytics Wednesday, December 5, 2012
  • 28. @lauraklein Like This Wednesday, December 5, 2012
  • 29. @lauraklein See A Pattern? Evaluative research is about Validating Hypotheses. Wednesday, December 5, 2012
  • 30. @lauraklein Did you notice that some methods are quantitative? That’s because Qualitative Research sucks for some things. Wednesday, December 5, 2012
  • 31. @lauraklein Quantitative Research tells you what. Qualitative Research tells you why. Wednesday, December 5, 2012
  • 32. @lauraklein Some Common Questions Wednesday, December 5, 2012
  • 33. @lauraklein What Are Some Good Research Methods That Don’t Involve People Outside The Company? (This page intentionally left blank) Wednesday, December 5, 2012
  • 34. @lauraklein But What If I’m Solving My Own Problem? That depends. How many of you are there? Wednesday, December 5, 2012
  • 35. @lauraklein What If I Don’t Have Any Users? Get some. Wednesday, December 5, 2012
  • 36. @lauraklein But What If I Can’t Get Enough Users For Quantitative Research? Rely more heavily on Qualitative Research. Wednesday, December 5, 2012
  • 37. Ok, Your Turn Wednesday, December 5, 2012
  • 38. @lauraklein Exercise! Fill this in with real life examples of some research. Type Metric Plan Wednesday, December 5, 2012
  • 39. @lauraklein Example! Type Metric Plan Generative Observe 4 people who have never used the product Observational Revenue before go through the payment flow to find pain Testing points that are causing drop off in the funnel. Generate ideas for fixing those usability bugs. Test whether potential users understand the new messaging on the home page by running 20 people Evaluative Sign Up who have never seen the site before through a 5 5 Second Test second test and asking the question, “What does this product do?” Wednesday, December 5, 2012
  • 40. More Questions? You know where to find me... @lauraklein laura@usersknow.com http://www.usersknow.com pssst...this will all be in the book! To be published by O’Reilly in early 2013. Wednesday, December 5, 2012