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Who Do I Talk To Now?
Who to talk to, what to ask, and what tools to use for DIY user research




                                                                      Laura Klein
                                                                      @lauraklein
                                                            laura@usersknow.com
                                                       http://www.usersknow.com
This talk is not for Experts
     (well, not UX experts, anyway)
Fine, Who’s It For Then?

• Founders

• Engineers

• Product   Managers

• Marketing   Managers

• Peoplewho want to listen to their users,
 but don’t know where to start
What’s It About, Anyway?


   Who to listen to


When to listen to them


  What to ask them
It’s Also About Tools To Make Your Life Easier




                    LiveView
Damn!
That’s a lot of tools
Is This A Little Better?
   Remote           Unmoderated      Written Feedback     Finding      Micro Usability
Moderated Testing   Tests w/ Video      & Surveys       Participants       Tests




LiveView
    (mobile)
Wait, What Are Unmoderated Tests With Video?




Watch and Listen to Real People Using Your Application!
Wait, What Are Unmoderated Tests With Video?




Watch and Listen to Real People Using Your Application!
Micro-Usabili-What Now?
Get People’s First Impressions of Your Landing Pages
Get People’s First Impressions of Your Landing Pages
What You Get
See Where People Click on Mockups
See Where People Click on Mockups
What You Get
What’s So Great About Remote Testing?


  • Talk   to more people, faster

  • Recruit   from a larger pool of users

  • Find   people all over the world

  • Reduce    no-shows and recruiting costs
What About MY Needs?




Think about your scenarios now!
 (You may be called on at the end of the presentation)
Great, What Sort Of Research Should I Do?




The type of research you do depends on what you have
      to show users and what you want to learn.
You Have An Idea
You Want To Know...


• Is   my idea any good?

• Will   anybody actually buy this?

• Does    this solve a problem for anybody?
You Should Talk To...


• Competitors’ Customers

• Potential   Customers (best guess)

• Personas
You Should Ask...
                                 What made you decide
What do you like about
                                     to do it this way?
   your solution?
                       What’s missing?

What are you currently doing?
What else have you              What do you hate about
      tried?                        your solution?
       What’s your problem?      If you could change
                              something, what would it be?
  Will you show me?
You Can Use...
Competitor   Landing Page       Remote
Use Videos      Tests         Conversations
You Have A Sketch (or Maybe A Few Sketches)
You Want To Know...


•   Do people get what this is?

•   How do people react to different
    implementations of this idea?

•   Does this solve any of the problems we
    identified earlier?
You Should Talk To...


• Competitors’ Customers

• Customers     (acquired from landing page tests)

• Potential   Customers (best guess)

• Personas
You Should Ask...
                                   What do you think is
What would you do if you              going on here?
      saw this?          What’s missing?

        What do you think this is?
                               Which of these sketches do
       What do you think you         you like best?
         could do with this?
                                If you could change
How does this compare to     something, what would it be?
 what you currently use?
You Can Use...
   Micro             Remote
Usability Tests    Usability Tests
You Have An Interactive Prototype
You Want To Know...



• Can   people use this?

• Where    do people get lost?

• What   aren’t people understanding?
You Should Talk To...

• Customers     (acquired from landing page tests)

• Competitors’ Customers

• Potential   Customers (best guess)

• Personas

• People   with Right Level of Tech Savvy (for usability)
You Should Ask...
                                     What do you think is
What would you do if you                going on here?
      saw this?      Anything you like about this?

How would you perform a task?
Anything you hate about this?        Anything particularly
                                     confusing about this?
         What’s missing?

                                   If you could change
How does this compare to        something, what would it be?
 what you currently use?
You Can Use...
Unmoderated         Remote
 Test Videos      Usability Tests
You Have A Product (yay!)
You Want To Know...


• How   are people actually using this?

• Why   do the metrics look like that?

• What are the problems people are
 having in the real world?
You Should Talk To...

• New   Customers

• Retained    Customers (in all categories)

• Competitors’ Customers

• Potential   Customers (best guess)

• Potential   Customers (in different groups)
You Should Ask...
                                Is there anything that doesn’t
 What do you think is                 work as expected?
   going on here?
                        Anything you like about this?

           How do you use this?
Anything you hate about this?         Anything particularly
 Will you show me?                    confusing about this?
               What’s missing?
                                    If you could change
How does this compare to         something, what would it be?
other things you’ve used?
You Can Use...
Unmoderated Micro Usability   Remote           Written
 Test Videos    Tests       Usability Tests   Feedback
You Have A New Feature Idea For Your Product
You Should...




Go Back to the Beginning!
WARNING!




These steps are not as linear as this presentation
                 might imply...
You Should Never Ever Ask (in Any Stage)...
   Don’t you hate this?           Don’t you love this?
                    WHAT IS WRONG WITH
                           YOU???

          Isn’t this a cool product?
  Would you use this feature
I’m about to explain to you in Would you use this product to
     excruciating detail?       solve this problem I’ve just
                                    explained to you in
                                    excruciating detail?
Those Tools Again...
   Remote           Unmoderated      Written Feedback     Finding      Micro Usability
Moderated Testing   Tests w/ Video      & Surveys       Participants       Tests




LiveView
    (mobile)
Your Turn!




Q&A
Free Stuff And Stuff To Read



• First
      25 People to sign up for UserTesting.com get a free test
 with the code: web20expo - use by 4/16

• When     to Use Which User Experience Research Methods

• User    Research Tips

• 24   Usability Test Tools

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Who Do I Talk To Now? DIY User Research for Startups

  • 1. Who Do I Talk To Now? Who to talk to, what to ask, and what tools to use for DIY user research Laura Klein @lauraklein laura@usersknow.com http://www.usersknow.com
  • 2. This talk is not for Experts (well, not UX experts, anyway)
  • 3. Fine, Who’s It For Then? • Founders • Engineers • Product Managers • Marketing Managers • Peoplewho want to listen to their users, but don’t know where to start
  • 4. What’s It About, Anyway? Who to listen to When to listen to them What to ask them
  • 5. It’s Also About Tools To Make Your Life Easier LiveView
  • 7. Is This A Little Better? Remote Unmoderated Written Feedback Finding Micro Usability Moderated Testing Tests w/ Video & Surveys Participants Tests LiveView (mobile)
  • 8. Wait, What Are Unmoderated Tests With Video? Watch and Listen to Real People Using Your Application!
  • 9. Wait, What Are Unmoderated Tests With Video? Watch and Listen to Real People Using Your Application!
  • 11. Get People’s First Impressions of Your Landing Pages
  • 12. Get People’s First Impressions of Your Landing Pages
  • 14. See Where People Click on Mockups
  • 15. See Where People Click on Mockups
  • 17. What’s So Great About Remote Testing? • Talk to more people, faster • Recruit from a larger pool of users • Find people all over the world • Reduce no-shows and recruiting costs
  • 18. What About MY Needs? Think about your scenarios now! (You may be called on at the end of the presentation)
  • 19. Great, What Sort Of Research Should I Do? The type of research you do depends on what you have to show users and what you want to learn.
  • 20. You Have An Idea
  • 21. You Want To Know... • Is my idea any good? • Will anybody actually buy this? • Does this solve a problem for anybody?
  • 22. You Should Talk To... • Competitors’ Customers • Potential Customers (best guess) • Personas
  • 23. You Should Ask... What made you decide What do you like about to do it this way? your solution? What’s missing? What are you currently doing? What else have you What do you hate about tried? your solution? What’s your problem? If you could change something, what would it be? Will you show me?
  • 24. You Can Use... Competitor Landing Page Remote Use Videos Tests Conversations
  • 25. You Have A Sketch (or Maybe A Few Sketches)
  • 26. You Want To Know... • Do people get what this is? • How do people react to different implementations of this idea? • Does this solve any of the problems we identified earlier?
  • 27. You Should Talk To... • Competitors’ Customers • Customers (acquired from landing page tests) • Potential Customers (best guess) • Personas
  • 28. You Should Ask... What do you think is What would you do if you going on here? saw this? What’s missing? What do you think this is? Which of these sketches do What do you think you you like best? could do with this? If you could change How does this compare to something, what would it be? what you currently use?
  • 29. You Can Use... Micro Remote Usability Tests Usability Tests
  • 30. You Have An Interactive Prototype
  • 31. You Want To Know... • Can people use this? • Where do people get lost? • What aren’t people understanding?
  • 32. You Should Talk To... • Customers (acquired from landing page tests) • Competitors’ Customers • Potential Customers (best guess) • Personas • People with Right Level of Tech Savvy (for usability)
  • 33. You Should Ask... What do you think is What would you do if you going on here? saw this? Anything you like about this? How would you perform a task? Anything you hate about this? Anything particularly confusing about this? What’s missing? If you could change How does this compare to something, what would it be? what you currently use?
  • 34. You Can Use... Unmoderated Remote Test Videos Usability Tests
  • 35. You Have A Product (yay!)
  • 36. You Want To Know... • How are people actually using this? • Why do the metrics look like that? • What are the problems people are having in the real world?
  • 37. You Should Talk To... • New Customers • Retained Customers (in all categories) • Competitors’ Customers • Potential Customers (best guess) • Potential Customers (in different groups)
  • 38. You Should Ask... Is there anything that doesn’t What do you think is work as expected? going on here? Anything you like about this? How do you use this? Anything you hate about this? Anything particularly Will you show me? confusing about this? What’s missing? If you could change How does this compare to something, what would it be? other things you’ve used?
  • 39. You Can Use... Unmoderated Micro Usability Remote Written Test Videos Tests Usability Tests Feedback
  • 40. You Have A New Feature Idea For Your Product
  • 41. You Should... Go Back to the Beginning!
  • 42. WARNING! These steps are not as linear as this presentation might imply...
  • 43. You Should Never Ever Ask (in Any Stage)... Don’t you hate this? Don’t you love this? WHAT IS WRONG WITH YOU??? Isn’t this a cool product? Would you use this feature I’m about to explain to you in Would you use this product to excruciating detail? solve this problem I’ve just explained to you in excruciating detail?
  • 44. Those Tools Again... Remote Unmoderated Written Feedback Finding Micro Usability Moderated Testing Tests w/ Video & Surveys Participants Tests LiveView (mobile)
  • 46. Free Stuff And Stuff To Read • First 25 People to sign up for UserTesting.com get a free test with the code: web20expo - use by 4/16 • When to Use Which User Experience Research Methods • User Research Tips • 24 Usability Test Tools

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