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users are people, too
using user research to remember
your users are actually people.
rachel price
who am I?
user researcher
information architect
partner at factor
UW iSchool alum
bandleader
user research is
observation
what people are doing
how they are doing it
why they are doing it
relieve your users of blame
add understanding to data
This is exactly what I
needed to know.Why is she looking at
me?
I don’t understand what
he means.
add understanding to data
make evidence-based
design decisions
generative evaluative
generative
generates understanding
of behaviors and needs,
agnostic of your thing.
ethnographic field studies
diary/camera ...
generative
generates understanding
of behaviors and needs,
agnostic of your thing.
ethnographic field studies
diary/camera ...
deep dive:
user interviews!
1.why interview?
2.design a user research program
3.conduct the interviews
4.analyze your findings
5.translate your findings...
when you talk to users, you realize
that they are actually human beings.
when you talk to users, you find out some
pretty surprising things. they challenge
your assumptions.
1.why interview?
2.design a user research program
3.conduct the interviews
4.analyze your findings
5.translate your findings...
STAMPede!
“hobbyist customers are dumb and
don’t know how to order. this costs
us a lot of money.” -the client
“hobbyist customers are dumb and
don’t know how to order. this costs
us a lot of money.” -the client
“hobbyist customers a...
“we want hobbyists to buy things
from us. how can we make them
buy things from us?” -the client
“we want hobbyists to buy things
from us. how can we make them
buy things from us?” -the client
“let’s do some research an...
identify
research goals
what do we know?
what do we want to
know?
identify
research goals
what do we know?
what do we want to
know?
how do novice users figure out
which stamp to order?
identify
research goals
what do we know?
what do we want to
know?
how do novice users figure out
which stamp to order?
how ...
identify
research goals
what do we know?
what do we want to
know?
how do novice users figure out
which stamp to order?
how ...
identify
research goals
what do we know?
what do we want to
know?
how do novice users figure out
which stamp to order?
how ...
how do novice users figure out
which stamp to order?
how do hobbyists describe
stamps? what language do they
use?
what proj...
who should we talk to?
1.why interview?
2.design a user research program
3.conduct the interviews
4.analyze your findings
5.translate your findings...
go where your
participants take you.
don’t lead your
participants.
commit to
awkward silences.
notetaking
take all the notes.
they are the foundation for
everything else.
1.why interview?
2.design a user research program
3.conduct the interviews
4.analyze your findings
5.translate your findings...
affinity diagramming
go cluster!
1.why interview?
2.design a user research program
3.conduct the interviews
4.analyze your findings
5.translate your findings...
let’s make a journey map!
Am I supposed to be using a ‘stamp plate’? A
‘stamp machine’? Which one am I supposed to
buy? I couldn’t figure it out. I ...
Hobbyists think
about specific
projects. So, use that
subject matter on
your site!
Better have good
SEO!
Could test out usi...
Hobbyists are
project-oriented, so
they want to
accomplish
something quickly.
Hobbyists look
at images to
make decisions.
...
Hobbyists are having
trouble
understanding what
they’re buying.
you ruined
Christmas!
Wrong orders cost
money &
misunderst...
user research is challenging.
user research is rewarding.
user research is challenging.
…when you do it right.
user research is rewarding.
user research is challenging.
thank you!
further resources
Dan Szuc & Josephine Wong’s take on facilitating great user interviews:
http://www.uxmatters.com/mt/arch...
A Brief Introduction to User Research
A Brief Introduction to User Research
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A Brief Introduction to User Research

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Created for a content strategy course in the UW Informatics program, this presentation is an introductory outline to user research and how it can power content strategy.

Published in: Design
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A Brief Introduction to User Research

  1. 1. users are people, too using user research to remember your users are actually people. rachel price
  2. 2. who am I? user researcher information architect partner at factor UW iSchool alum bandleader
  3. 3. user research is observation
  4. 4. what people are doing how they are doing it why they are doing it
  5. 5. relieve your users of blame
  6. 6. add understanding to data
  7. 7. This is exactly what I needed to know.Why is she looking at me? I don’t understand what he means. add understanding to data
  8. 8. make evidence-based design decisions
  9. 9. generative evaluative
  10. 10. generative generates understanding of behaviors and needs, agnostic of your thing. ethnographic field studies diary/camera studies surveys user interviews …and more! evaluative
  11. 11. generative generates understanding of behaviors and needs, agnostic of your thing. ethnographic field studies diary/camera studies surveys user interviews …and more! evaluative evaluate, against a determined set of metrics, how well your thing serves user needs. card sorts (open or closed) A/B tests usability testing eye tracking studies …and more!
  12. 12. deep dive: user interviews!
  13. 13. 1.why interview? 2.design a user research program 3.conduct the interviews 4.analyze your findings 5.translate your findings to design decisions
  14. 14. when you talk to users, you realize that they are actually human beings.
  15. 15. when you talk to users, you find out some pretty surprising things. they challenge your assumptions.
  16. 16. 1.why interview? 2.design a user research program 3.conduct the interviews 4.analyze your findings 5.translate your findings to design decisions
  17. 17. STAMPede!
  18. 18. “hobbyist customers are dumb and don’t know how to order. this costs us a lot of money.” -the client
  19. 19. “hobbyist customers are dumb and don’t know how to order. this costs us a lot of money.” -the client “hobbyist customers are unfamiliar with the custom stamp ordering world, and don’t know what questions to ask, or what is expected of them in order to purchase.” -the user researcher
  20. 20. “we want hobbyists to buy things from us. how can we make them buy things from us?” -the client
  21. 21. “we want hobbyists to buy things from us. how can we make them buy things from us?” -the client “let’s do some research and turn it into a journey map so you can see where things are going awry…and hopefully, fix them.” - the user researcher
  22. 22. identify research goals what do we know? what do we want to know?
  23. 23. identify research goals what do we know? what do we want to know? how do novice users figure out which stamp to order?
  24. 24. identify research goals what do we know? what do we want to know? how do novice users figure out which stamp to order? how do hobbyists describe stamps? what language do they use?
  25. 25. identify research goals what do we know? what do we want to know? how do novice users figure out which stamp to order? how do hobbyists describe stamps? what language do they use? what projects are hobbyists trying to complete with stamps?
  26. 26. identify research goals what do we know? what do we want to know? how do novice users figure out which stamp to order? how do hobbyists describe stamps? what language do they use? what projects are hobbyists trying to complete with stamps? how do hobbyists figure out which stamp they need?
  27. 27. how do novice users figure out which stamp to order? how do hobbyists describe stamps? what language do they use? what projects are hobbyists trying to complete with stamps? how do hobbyists figure out which stamp they need? what inspires hobbyists to start new projects? identify research goals what do we know? what do we want to know?
  28. 28. who should we talk to?
  29. 29. 1.why interview? 2.design a user research program 3.conduct the interviews 4.analyze your findings 5.translate your findings to design decisions
  30. 30. go where your participants take you.
  31. 31. don’t lead your participants.
  32. 32. commit to awkward silences.
  33. 33. notetaking take all the notes. they are the foundation for everything else.
  34. 34. 1.why interview? 2.design a user research program 3.conduct the interviews 4.analyze your findings 5.translate your findings to design decisions
  35. 35. affinity diagramming go cluster!
  36. 36. 1.why interview? 2.design a user research program 3.conduct the interviews 4.analyze your findings 5.translate your findings to design decisions
  37. 37. let’s make a journey map!
  38. 38. Am I supposed to be using a ‘stamp plate’? A ‘stamp machine’? Which one am I supposed to buy? I couldn’t figure it out. I ended up buying a stamp plate, when what I really needed was a stamp plate WITH a stamp machine. How was I supposed to know that? “ ”
  39. 39. Hobbyists think about specific projects. So, use that subject matter on your site! Better have good SEO! Could test out using holiday themed stamp collections as an organizational method.
  40. 40. Hobbyists are project-oriented, so they want to accomplish something quickly. Hobbyists look at images to make decisions. Hobbyists don’t understand the language you’re using on your product pages.
  41. 41. Hobbyists are having trouble understanding what they’re buying. you ruined Christmas! Wrong orders cost money & misunderstandings make their experience negative.
  42. 42. user research is challenging.
  43. 43. user research is rewarding. user research is challenging.
  44. 44. …when you do it right. user research is rewarding. user research is challenging.
  45. 45. thank you!
  46. 46. further resources Dan Szuc & Josephine Wong’s take on facilitating great user interviews: http://www.uxmatters.com/mt/archives/2014/05/deeper-understanding- stories-observations-and-insights.php Explaining UX Research to Clients (A List Apart) http://alistapart.com/article/can-you-say-that-in-english- explaining-ux-research-to-clients When to Use Which UX Research Methods https://www.nngroup.com/articles/which-ux-research- methods/ Interviewing Users (Steve Portigal) http://rosenfeldmedia.com/books/interviewing-users/

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