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How can ANYONE do UX Research?

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How can ANYONE do UX Research?

  1. 1. 1Medullan - Confidential 1Medullan - Confidential How can ANYONE do UX Research? Speakers: Vasundhara Sridharan, Jeanine LeDoux, Stephanie Bach Medullan
  2. 2. 2Medullan - Confidential Product Camp Stephanie Bach Director, UX Vasundhara Sridharan Sr UX Researcher Jeanine LeDoux Sr UX Researcher
  3. 3. 3Medullan - Confidential 1. Validate - what you already know - or think you know - about your customers and their needs, expectations and preferences Learn - areas of opportunity, potential barriers and pitfalls, market considerations Compare - your value proposition against user expectations and competition Iterate - to adapt to changing customer and market fluctuations Value of UX Research: Why do it?
  4. 4. 4Medullan - Confidential • Successful launch in London helped secure $100 million in funding to extend to US • Launched in US in major markets: New York, DC and Chicago in 2013 without prior market research in US markets • Failed in US by 2014 The HAILO Story: Taxi!
  5. 5. 5Medullan - Confidential Without it: • Seemingly great ideas can fail to take off when launched...to great cost. • A business model, product or design that works in one environment may not work well in others. • Adaptation is critical to product and design success. Never assume you know what your users want. Just ask them. Value of UX Research: What does this teach us?
  6. 6. 6Medullan - Confidential Important to ask: • Do you know who your audience is? • Did we ask users what they want? • How they want it? • Whether they could use it? • Do users understand the story of your product? • Does your product offer a solution to a problem they have (not a problem that you want to solve)? Value of UX Research To ensure product success, it is important to understand and represent the voice of the user in all stages of product development and post-deployment.
  7. 7. 7Medullan - Confidential • There are many ways a product can benefit from UXR: – Making insights through on-site observation – Validating business hypotheses through customer research – Discovering usability issues through user testing • Product experience is what creates value and establishes power in the marketplace. Forrester research found companies providing a superior user experience led to: Value of UX Research 4.4% more customers willing to buy the product 15.8 % fewer customers willing to go to purchase from competitor 16.6% more customers likely to recommend product
  8. 8. 8Medullan - Confidential Overarching process that anyone can apply Define your goals and decide on an approach Recruit participants Gather data Analyze Share with team Make decisions Iterate Define user base & screen
  9. 9. 9Medullan - Confidential General goals & methods Qualitative Methods Quantitative Methods Best for “Why” or “How” Questions Common methods include : focus groups, interviews, and usability tests Can be in person or remote (for instance, by telephone or video conference) Best for “How many” or “How much” Questions Common methods include surveys, A/B testing, web analytics, and summative (benchmark) studies These are almost always remote
  10. 10. 10Medullan - Confidential 10Medullan - Confidential Method 1 In Depth Interviews
  11. 11. 11Medullan - Confidential Purpose: When you want to sit down and talk in depth with users/potential customers to get a sense of “why” and “what’s going on” When do I use IDIs? • There are many ways to use it such as for discovery research and for getting deeper insights on existing products • Focus of this talk: Discovery IDIs – Output may be personas, journey maps or empathy maps Purpose: In-Depth Interviews (IDIs)
  12. 12. 12Medullan - Confidential 1. Get learning objectives for interviews 2. Write a discussion guide 3. Recruit people and set up interviews 4. Choose in person or conferencing software or platform 5. Conduct the interview How can anyone conduct interviews?
  13. 13. 13Medullan - Confidential How can anyone write a good discussion guide? Introduce yourself and set stage Explain what to expect from the session Consent/NDA Ask for permission to record Start with introductory questions Get into in-depth Qs
  14. 14. 14Medullan - Confidential How can anyone write a good discussion guide? Introduce yourself and set stage Explain what to expect from the session Consent/NDA Ask for permission to record Start with introductory questions Get into in-depth Qs
  15. 15. 15Medullan - Confidential Context: you are building a movie ticket booking app. You want to understand your user base better and get a sense of how they book tickets and what their experience is. Write 2 questions on a sticky note to open the conversation and set the stage for discussing online movie ticket booking. You have 5 mins Pass on your stickies to us when done. Activity: Write 2 Qs to get to know someone
  16. 16. 16Medullan - Confidential ● Questions should ask about only one thing: “What do you notice first?” NOT “What’s the first thing you notice on this page and where would you go next?” ● Questions should be open-ended—not easily answered with yes or no. ● Avoid leading questions: “Is this easy?” Instead, ask, “What do you think about this?” ● Ask questions you think you know the answer to. You might learn something new or realize your basic assumptions were wrong. ● Ask questions that seem obvious. Don’t assume you understand what the participants “mean” without them actually saying it. Tips for framing Qs
  17. 17. 17Medullan - Confidential ● Don’t provide an answer within a question: “Are you trying to find your order history?” Instead, ask, “What are you trying to do here?” ● Wait for an answer. This is harder than it sounds. If the participant doesn’t answer immediately, keep waiting. Do not offer an answer or ask another question. Remember, this is not a normal conversation; you do not need to avoid silence. Let them think and answer. ● Ask follow up questions: “Why?,” “Tell me more about that,” “Why do you say that?,” “Help me understand what you’re thinking.” ● Do not correct answers. If participants misunderstand your product, ask questions to figure out what is causing the confusion. Do not tell them they are wrong. Tips for framing Qs
  18. 18. 18Medullan - Confidential 18Medullan - Confidential Method 2 Usability tests
  19. 19. 19Medullan - Confidential Purpose: When a product exists in sufficient state of completion (active website, app, or functional design prototype) and needs testing for ease of use, wayfinding, etc. Purpose: Usability tests
  20. 20. 20Medullan - Confidential 1. Get learning objectives 2. Write tasks out a. Ask people to complete typical tasks using your product or prototype 3. Recruit people and set up How can anyone do usability tests?
  21. 21. 21Medullan - Confidential 1. Get learning objectives 2. Write tasks out a. Ask people to complete typical tasks using your product or prototype 3. Recruit people and set up a. Getting people through recruiting services or user testing platforms b. Through a recruitment company c. Scheduling constraints d. No shows & incentives e. Special populations (e.g. patients with specific diseases) How can anyone do usability tests?
  22. 22. 22Medullan - Confidential 1. Get learning objectives 2. Write tasks out a. Ask people to complete typical tasks using your product or prototype 3. Recruit people and set up 4. Choose in person or conferencing software or platform 5. Conduct the test 6. Analyze 7. Share learnings How can anyone do usability tests?
  23. 23. 23Medullan - Confidential Product Camp Creating usability tasks Include an introductory scenario that sets the stage. You can one scenario per task, or one for multiple tasks. Mention the motivation of the user. E.g. “You and your friends John and Jane have decided to go out this Saturday evening.” Write your tasks so that they are commands that represent real user goals. Write the task more broadly, don’t mention that the user should “click here” or “click there”. Ask your participants to “think aloud” as they complete tasks. Prepare a short set of probing or follow-up questions for each task to help you understand what needs to be improved. A typical question after a task is, “What do you think about how that worked?”
  24. 24. 24Medullan - Confidential Product Camp Creating usability tasks Include an introductory scenario that sets the stage. You can one scenario per task, or one for multiple tasks. Mention the motivation of the user. E.g. “You and your friends John and Jane have decided to go out this Saturday evening.” Write your tasks so that they are commands that represent real user goals. Write the task more broadly, don’t mention that the user should “click here” or “click there”. Ask your participants to “think aloud” as they complete tasks. Prepare a short set of probing or follow-up questions for each task to help you understand what needs to be improved. A typical question after a task is, “What do you think about how that worked?”
  25. 25. 25Medullan - Confidential Context: you are building a movie ticket booking app. You want to understand whether your users are able successfully book tickets on on your app. Grab a sticky note. Write a scenario and an associated task to give your users in a usability test. You have 5 mins Pass on your stickies to us when done. Activity: Create a task for testing usability
  26. 26. 26Medullan - Confidential • Ask more general questions – Overall feedback on the product/prototype or concept – Brainstorming about how things could be improved in the future – Final thoughts – Any comments for the developers of this product? – A good question to end sessions with is, “Is there anything I didn’t ask you that I should have?” Wrapping up a usability test
  27. 27. 27Medullan - Confidential 27Medullan - Confidential Method 3 Surveys
  28. 28. 28Medullan - Confidential Primary: Gather quantitative insights Secondary: Can also be used for qualitative insights. Surveys are typically presented as a form, which people answer on paper or online. These can genuinely feel anonymous, which is useful for some kinds of information gathering. Surveys can best be used when gathering data across a wide population, in great numbers and where cost and/or timing is a factor. Purpose: Surveys
  29. 29. 29Medullan - Confidential Unlike qualitative research, surveys are used to quantify information for comparison, marketing or validation purposes. For best practice, when conducting the same survey across multiple populations or across a time lapse, questions should remain consistent from one execution to another. Focus for today: User feedback on an existing completed product. Purpose: Surveys
  30. 30. 30Medullan - Confidential 1. Try to ask a neutral question, avoid leading questions Don’t: How much do you like purchasing tickets online? Do: Rate your preference for purchasing tickets online ( 1- 5 scale) 2. Keep it easy and simple 3. Ask meaningful Qs to your audience Don’t: How much did you like your last purchase experience? Do: Please rate your satisfaction with your most recent ticket purchase transaction. 4. Ask 1 question at a time Don’t: Are you interested in travel tips and discounts? Do: Choose your areas of interest (check all that apply) Writing Survey Questions: Tips
  31. 31. 31Medullan - Confidential 5. Use a balanced rating scale Don’t: Yes - Sometimes - No Do: Always - Often - Sometimes - Rarely - Never 6. Ask limited open questions Don’t: Give an example of your favorite pastimes Do: Choose the hobby in which you spend the most time 7. Give a “none of the above” or “other” option Writing Survey Questions: Tips
  32. 32. 32Medullan - Confidential 1. Multiple Choice - single answer - drop down menu or radio button list: Choose the hobby in which you spend the most time : Sports or exercise activities Crafting or building activities Cooking or food-related activities Raising or caring for animals Media or technology-based activities Gardening or working with plants Other None Writing Survey Questions: Methods 2. Multiple Answer - checkboxes: Indicate the hobbies in which you have interest (check all that apply): Sports or exercise activities Crafting or building activities Cooking or food-related activities Raising or caring for animals Media or technology-based activities Gardening or working with plants Other None
  33. 33. 33Medullan - Confidential 3. Liekert Scale (1-5, 1-10, word group): Rate the following statement : I engage in sports or exercise activities: Always Often Sometimes Rarely Never Writing Survey Questions: Methods 4. Rating Scale - number order: Rate the following activities by placing a number in front of each in the order - use number 1 for the activity you do the most. __ Sports or exercise activities __ Crafting or building activities __ Cooking or food-related activities __ Raising or caring for animals __ Media or technology-based activities __ Gardening or working with plants __ Other __ Does not apply Always Often Sometimes Rarely Never
  34. 34. 34Medullan - Confidential 5. Binary: Do you engage in a regular hobby?: Yes No Writing Survey Questions: Methods 6. Open Ended: Describe your favorite hobbies:
  35. 35. 35Medullan - Confidential 1. Write the survey questions 2. Prep the survey on a platform: Survey Monkey, Google Forms, Qualtrics etc. 3. Test it with pilot users to find mistakes or things that could be improved 4. Find an audience (platforms or through recruiting firms) 5. Launch survey 6. Collect responses 7. Analyze data How can anyone do surveys?
  36. 36. 36Medullan - Confidential Context: You are building a movie ticket booking app. You want to understand your user base better and get a sense of how they book tickets and what their experience is. Write 2 questions on a sticky note to include in a survey and the format/ method you might use. Note how these might differ from how you asked these same questions in an interview format You have 5 mins Pass on your stickies to us when done. Activity: Write 2 survey questions
  37. 37. 37Medullan - Confidential Wrap Up: Q and A Thank you!

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