Intro to Guerrilla Research Methods with Maia Ottenstein
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This talk gives a detailed overview of guerrilla research, including: what it is, how guerrilla methods compare with traditional methods, and how to strategize and conduct your own guerrilla research study. Maia will also showcase two distinct case studies to demonstrate the dissimilar forms guerrilla methods can take, and how different approaches fit the needs of different projects. The presentation will close with a fun research-inspired activity.
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Intro to Guerrilla Research Methods with Maia Ottenstein
- 1. Intro to Guerrilla UX Maia Ottenstein
- 2. Session Overview 1. What is Guerrilla UX? 2. How does it differ from “traditional” research? 3. How do you do it? 4. Pros and Cons of guerrilla research 5. Two case studies: YCenter and Insurance Designer 6. Activity
- 3. What is Guerrilla UX?
- 4. The DIY of the UX world
- 5. Low cost, fast paced, improvised methods for performing design research.
- 6. Can be participatory or observational
- 7. How is this different from “traditional” UX research?
- 8. User Research Guerrilla Method Small budget Less reliable number of participants Less access to accredited resources Frequently more informal Best possible locations Need to check with participants for timing Amount of time with users less reliable or consistent Potential for smaller scope Traditional Method Big budget Many participants Access to more accredited resources More formal and structured Specific locations Participant has carved out the time to participate More time with each participant Potential for larger scope
- 9. Recruiting Participants Traditional Method Recruiting service, client-supplied participants, and/or your agency helps find participants. Offer participants incentives for their time. Offer incentives when possible, usually for low cost. Guerrilla Method Find them on your own through your personal network, by staking out specific locations, or recruiting through a third party (e.g. Craigslist).
- 10. Usability Testing Traditional Method Use a testing facility, professional remote testing equipment, and/or meeting users at relevant locations (e.g. home, workplace, etc.) Typically have more time and more comfortable or focused environment Typically more formal Typically shorter time frames and less ideal environments Typically more informal Guerrilla Method Usually in person at the best/most relevant location possible. Remote testing through free/inexpensive software or using systems like Amazon Mechanical Turk or Usability Hub
- 11. Why/when do you go guerrilla? Budget cuts Fast paced projects Agile projects Trouble finding participants or very specific users Non-specific users Start ups Side hustles Personal projects
- 12. Pros of Guerrilla UX Fast Low Cost Lots of options Free form – make it your own Can be more comfortable Flexible schedules Fast Low Cost Lots of options Free form – make it your own Can be more comfortable Flexible schedules
- 13. Cons of Guerrilla UX Can be inherently biased Less participants Difficult to do well Can be intimidating Can be less organized/difficult to keep track Sessions may be shorter/rushed Scope may be smaller Focus may be more shallow Can be inherently biased Less participants Difficult to do well Can be intimidating Can be less organized/difficult to keep track Sessions may be shorter/rushed Scope may be smaller Focus may be more shallow
- 14. How to Go Guerrilla 1. Strategize: • Who? What? Where? When? Why? How? 2. Make a schedule. a. Check that you have all of your bases covered and have back up plans and back-up-back-up plans in mind. 3. Check for bias. 4. Get out there! 5. Go bananas!
- 15. Crucial Aspects of Planning 1. Pick your participants and locations carefully! 2. Beware of confirmation bias 3. Don’t lead participants (watch your language!)
- 16. Crucial Aspects of Conducting Research 1. Explain what’s going on 2. Be personable (not too casual, not too formal, and friendly) 3. Don’t lead participants (watch your body language) 4. Be observant! 5. Capture data 6. Be ethical 7. Be aware of time
- 18. Project Overview Project Goal: Determine what kind of programs would help improve educational outcomes in low income communities in Mumbai Research Methods -Ethnography (in context) -Expert Interviews -Group Interviews Challenge: Finding individuals, locations, and experts
- 19. Initial Planning
- 23. RESULTS
- 26. Project Overview Project Goal: Web application for creating and managing insurance forms that is intuitive for business analysts as well as developers Research Methods -Stakeholder interviews -Contextual inquiry -Usability studies Challenge: Finding participants through client + interpreting feedback
- 30. Questions?
- 31. Create Your Own Guerrilla Study A new start up company is launching a tool that helps people track and manage how much money they spend on non- essential goods in order to save extra money for travel. Investors want the beta for this product launched in six months. Devise a guerrilla research plan to help create this product.