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Pre-Conference Course: UX Fieldwork - Danielle Cooley

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Trying to get out of the building but don't know where to go, how to get there, or what to do once you are (and when you get back)? This course is for you.

We'll cover the who, what, when, where, why, and how of field research:

Why field research instead of (or in addition to) other methods
Some of the common techniques and how to perform them
Tips and tricks for your fieldwork
How to analyze all that great data when you get back to the office
The best ways to report your findings to best effect change
This course will include a couple of hours of actual field research!

Published in: Design
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Pre-Conference Course: UX Fieldwork - Danielle Cooley

  1. 1. UX Fieldwork 22 June 2015 #UXPA2015 @dgcooley 1 Photo via Flickr user Matthew Fern
  2. 2. Agenda • Introductions • Why Field Research? • An Introduction to Field Research Techniques • Field Research vs. Other Methods • Conducting Field Research • Reporting Field Research Findings • Some Examples from the Real World • LUNCH! • Activity: Poolside Field Research • Activity: Analyze & Present Field Research Findings • Review, Wrap-up, and Questions 22 June 2015 #UXPA2015 @dgcooley 2
  3. 3. Danielle Gobert Cooley 22 June 2015 #UXPA2015 @dgcooley 3 danielle@dgcooley.com @dgcooley 17 years doing UX work BE, Biomedical and Electrical Engineering – Vanderbilt University MS, Human Factors in Information Design – Bentley University http://linkedin.com/in/dgcooley Selected Work
  4. 4. Why Field Research? 22 June 2015 #UXPA2015 @dgcooley 4Photo via Flickr user N i c o l a
  5. 5. 22 June 2015 #UXPA2015 @dgcooley 5
  6. 6. http://www.mediabarnresearch.com/ 22 June 2015 #UXPA2015 @dgcooley 6
  7. 7. http://www.mediabarnresearch.com/ 22 June 2015 #UXPA2015 @dgcooley 7
  8. 8. Photo courtesy of Tom Tullis 22 June 2015 #UXPA2015 @dgcooley 8
  9. 9. Photo courtesy of Monica Ferraro 22 June 2015 #UXPA2015 @dgcooley 9 @dgcooley
  10. 10. http://www.mequoda.com/articles/subscription_websites/how-to-conduct-a-usability-lab/ 22 June 2015 #UXPA2015 @dgcooley 10 @dgcooley
  11. 11. Let’s get real for a moment. 22 June 2015 #UXPA2015 @dgcooley 11
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  18. 18. “I practice guitar while waiting for data to finish crunching.” 22 June 2015 #UXPA2015 @dgcooley 18
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  24. 24. And those aren’t even the craziest ones... 22 June 2015 #UXPA2015 @dgcooley 24
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  33. 33. Photo via Flickr user C.P.Storm It’s definitely time to get out of the building. 22 June 2015 #UXPA2015 @dgcooley 33 @dgcooley
  34. 34. Fieldwork is great for.. • Really understanding your end users. – Who are they? – What are their actual goals? – What keeps them awake at night? – What’s the best and worst part of their jobs? • Really understanding what environment your product needs to thrive in. – Is it noisy or quiet? – Very bright or dim? – Full of distractions, or with very few? 22 June 2015 #UXPA2015 @dgcooley 34 Good PERSONAS are the result of good fieldwork.
  35. 35. Types of Field Research 22 June 2015 #UXPA2015 @dgcooley 35 Formal Contextual Inquiry Remote Contextual Inquiry On-site usability testing Follow Me Home And many more!
  36. 36. Formal Contextual Inquiry • Part 1 – The conventional interview • Part 2 – The transition • Part 3 – The contextual interview proper • Part 4 – The wrap-up 22 June 2015 #UXPA2015 @dgcooley 36 1998 2005
  37. 37. Remote Contextual Inquiry 22 June 2015 #UXPA2015 @dgcooley 37 Photo via http://remoteresear.ch/gtm/
  38. 38. On-Site Usability Testing • Conducted at participant’s workstation • Provides some environmental context 22 June 2015 #UXPA2015 @dgcooley 38 Photo credit unknown
  39. 39. 22 June 2015 #UXPA2015 @dgcooley 39 Photo via Flickr user stevenharris How does fieldwork measure up?
  40. 40. Field Research vs. Focus Groups • Identify “hot buttons & sales points” • Gathers opinions and self-reported behaviors • Not contextual or observational 22 June 2015 #UXPA2015 @dgcooley 40 http://www.nngroup.com/articles/first-rule-of-usability-dont-listen-to-users/
  41. 41. Field Research vs. Surveys • Great for quick, quantitative feedback • Very inexpensive • Only get opinions and self-reported behaviors • Tough to focus on details; only effective for broad issues 22 June 2015 #UXPA2015 @dgcooley 41
  42. 42. Field Research vs. Formal Lab Testing • Useful for both quantitative and qualitative results • Controlled environment • Easy recording and data collection • Labs are expensive to build or rent • Traditionally conducted after-the-fact 22 June 2015 #UXPA2015 @dgcooley 42 http://www.hq.nasa.gov/pao/portal/usability/overview/overview_where.htm http://www.sea.siemens.com/software/product/uslab.html
  43. 43. Field Research vs. Journaling • Very inexpensive • Self-reported information, but without time delay • Considerable after-the-fact data parsing • Compliance can be difficult 22 June 2015 #UXPA2015 @dgcooley 43 http://www.sftherapy.com/journaling.html
  44. 44. Field Research vs. Other Methods Qualitative Quantitative Inexpensive Easy to Implement Observational Contextual Focus Groups     ?   Surveys       Lab Testing       Journaling     ?   Field Studies       22 June 2015 #UXPA2015 @dgcooley 44
  45. 45. Fieldwork can be helpful at any stage in the product lifecycle. Photo via Flickr user Christopher Sessums 45 22 June 2015 #UXPA2015 @dgcooley
  46. 46. 22 June 2015 #UXPA2015 @dgcooley 46 Begin to understand who your users are and what will make their lives better. Go observe more specific details about their workflows and environments. Do some or all of your testing in the field. (Still not a bad time to visit your users in their workspaces. You can always learn something.) (Yep. Still learning!)
  47. 47. How-to 1. Plan your study – What do you want to learn? 2. Identify representative end users. 3. GO TO WHERE THEY ARE. 4. Learn all the things. 47 @dgcooley Prepare, prepare, prepare! 22 June 2015 #UXPA2015 @dgcooley
  48. 48. 1. Plan Your Study • What do you want to learn? • Are you defining requirements? • Do you need to learn about a specific feature? • Just trying to understand your people? 22 June 2015 #UXPA2015 @dgcooley 48 Photo via Flickr user brand0con
  49. 49. 2. Identify representative end users. • Third-party recruiting firms or market research facilities. • Customer lists • Friends & family • Customer intercepts • Man-on-the street 22 June 2015 #UXPA2015 @dgcooley 49
  50. 50. Prepare, prepare, prepare! 22 June 2015 #UXPA2015 @dgcooley 50
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  53. 53. 53 22 June 2015 #UXPA2015 @dgcooley Photo via Etsy seller aaasupply
  54. 54. Find out what else you’ll need to do there • Photo ID? • License plate number? • Dress codes? – No shoes allowed? Steel-toed boots? Shoe covers provided? – Eye or ear protection? – Will people see your underwear? • Technical requirements or limitations? – Laptop virus scanning? – Phones allowed? – Can you count on WiFi? 22 June 2015 #UXPA2015 @dgcooley 54
  55. 55. Figure out where the place is • Does Google maps know? – Do they REALLY know? • How long will it take to get there? – Really? Even in traffic? • Where will you park? – How far is that from the venue? – Does that change how you pack all of your gear? • Ask for directions anyway. • Bring a PRINTED backup of your route, and WRITE DOWN the participant’s phone number so you can call if there are issues. 22 June 2015 #UXPA2015 @dgcooley 55
  56. 56. 3. Go to where they are. 22 June 2015 #UXPA2015 @dgcooley 56
  57. 57. The Usual Rules Apply • Get written consent for anything you do • Ask open-ended questions • Minimize bias • Provide reassurance to the participant 22 June 2015 #UXPA2015 @dgcooley 57
  58. 58. Artifacts! Take photos. Make copies. Record videos. 58 22 June 2015 #UXPA2015 @dgcooley
  59. 59. Practical Challenges • Scheduling issues • Productivity concerns from management • Site security • Rules about photos and videos • Getting there • Considerable additional pre-planning required 22 June 2015 #UXPA2015 @dgcooley 59
  60. 60. Real-World Artifacts 22 June 2015 #UXPA2015 @dgcooley 60
  61. 61. Homemade Sales Binders 22 June 2015 #UXPA2015 @dgcooley 61 Several FCs had homemade sales binders like this one.
  62. 62. Cheat Sheets 22 June 2015 #UXPA2015 @dgcooley 62 “cheat sheet” of BETA codes. The FAs “rarely use” BETA and need a reference when dealing with the home office. (B22) One FC kept an extensive list of home office personnel he had spoken to about various matters. Each folder includes people’s names, their extension, and comments about how helpful or unhelpful they were when the FC spoke with them. (B8)
  63. 63. Strategic Seating of Clients 22 June 2015 #UXPA2015 @dgcooley 63 The FCs care about projecting an image of absolute excellence. Clients visiting one office (B25) are seated in a specific location so they can see… …that, no matter what, the market goes up. … the FC’s many diplomas, certifications, and honors. … an organized set of files containing the necessary forms for various products. … any hustle and bustle in the office to convey that we’re busily working on earning people money.
  64. 64. Workflow Processes 22 June 2015 #UXPA2015 @dgcooley 64 (HO3)The follow-up process for problem accounts/issues is very cumbersome and paper-intensive. There isn't an efficient systematic process for reconciling issues. The current process relies on the <company> resource to "remember" to go through these folders with some frequency, send follow-up wires (which may or may not be acknowledged in a timely manner), and try to reconcile the issue. Note the names on the folders: •Pending OK to Trades (Accts in date read order, need them by Acct # order) •*IMPORTANT* Daily Immediate Follow Up •Need Sign-off from Money Manager (Accts in date read order, need them by Acct # order) •Problem Follow up Two items in the far background: •MGR Index - This hardcopy of about 50+ pages is held together by a binder clip and contains information/instructions from the corporate intranet, along with personal emails and other artifacts on how to handle certain situations. The emails and artifacts are peppered with hand-written notes. •Select Advisor Account Checklist
  65. 65. Checklists & Instructions 22 June 2015 #UXPA2015 @dgcooley 65 3 different teams showed us their homemade instructions or checklists for setting up fee-based accounts.
  66. 66. Surprises 22 June 2015 #UXPA2015 @dgcooley 66
  67. 67. Workflows 22 June 2015 #UXPA2015 @dgcooley 67 YAY! A book! Loved it!
  68. 68. 22 June 2015 #UXPA2015 @dgcooley 68 bit.ly/garconapp
  69. 69. Affinity Diagrams • Not just for brainstorming • Useful to organize your own thoughts or to aggregate findings from multiple interviewers 22 June 2015 #UXPA2015 @dgcooley 69 http://www.adamatorres.com/gallery-project/?page_id=106 Usabilitynet.org/tools/affinity.htm
  70. 70. Analyze Field Research Findings 22 June 2015 #UXPA2015 @dgcooley 70 Analysis Photo via Flickr user Jacob Bøtter
  71. 71. Other Tools 22 June 2015 #UXPA2015 @dgcooley 71 Microsoft OneNote mind mapping
  72. 72. Reporting Field Research Findings • The usual rules apply – Provide a concise executive summary – Explain what you did – Share both positive & negative findings – Provide visual explanations whenever possible – Protect your participants’ anonymity – Include your artifacts! 22 June 2015 #UXPA2015 @dgcooley 72
  73. 73. Reporting Field Research Findings • Sample Visual Explanations 22 June 2015 #UXPA2015 @dgcooley 73 http://www.xplane.com
  74. 74. Recap & Additional Resources • Field research is an important tool that provides advantages over other user research techniques. • Logistical challenges exist (but are worth it). • It’s FUN! 22 June 2015 #UXPA2015 @dgcooley 74 http://www.portigal.com/series/WarStories/

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