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Planning, Conducting, and Analyzing User Research


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In the last episode of Putting Users in UX, Steven and Terry dove into the mechanics of effective user research.

We began with tips for planning your research, including setting research objectives, choosing the right research methods, and recruiting participants.

Then we got into conducting research: the set-up, facilitating the sessions, and guiding participants appropriately to ensure you’re getting the insights you need.

Finally, we showed you how to capture and analyze your findings so that your research can be easily understood and used by the rest of the project team.

Published in: Design
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Planning, Conducting, and Analyzing User Research

  1. 1.     Putting Users in UX Episode 3 Planning, Executing and Analyzing User Research
  2. 2.     Putting Users in UX Episode 1 Research Methods for Strategy Now Available at Usability Matters Blog Episode 2 Research Methods for Design Now Available at Usability Matters Blog Episode 3 Planning, Executing and Analyzing User Research Today
  3. 3. Meet Usability Matters •  Passionate about making technology work for people •  Thrive in solving complex design problems •  Dedication to finding the right solution
  4. 4. Terry Costantino + Steven LeMay
  5. 5. What we’ll be talking about today Background •  UX Process •  Research Process User Research 1.  Planning. 2.  Recruiting 3.  Conducting 4.  Analyzing Wrap-up
  6. 6. UX Process Usability Testing A/B Testing Eye Tracking Heuristic Evaluation Contextual Inquiry Interviews Surveys Focus Groups World Café Usability Testing Card Sorting Usability Testing Collaborative Sketching Online Discussion
  8. 8. 1Planning Determining the what, why, and how
  9. 9. Planning Test Plan •  Clarify the objectives •  Select method(s) and outline approach •  Logistics: location, device(s), timeline, schedule, etc. •  Determine participant criteria and recruiting method
  10. 10. Research Objectives – Overall
  11. 11. Assess the site’s ability to inform and drive users to conversion: •  Do participants understand the offer? •  Does the content drive them to subscribe or convert? •  Is there enough of the right kinds of information for participants to make the decision to subscribe or convert? •  Is the site meeting their expectations? Is anything missing?    Assess the ease of use of the subscription flow? •  Are participants able to understand requirements for subscribing? •  Is anything confusing or unclear? Research Objectives - Examples
  12. 12. Planning Logistics •  Location – office, research facility, remote via web conference, online via web survey tool or social media •  Device(s) – desktop, mobile, other? •  Timeline and schedule •  Participant criteria and recruiting method
  13. 13. 2Recruiting Determining who will participate in the research and finding them
  14. 14. Image  bins  courtesy  of  slimmer_jimmer,  CC-­‐BY  2.0  
  15. 15. Recruit when you are … •  Trying to understand your audience •  Designing for specific: Recruiting Contexts Roles Demographics Abilities
  16. 16. Participant Criteria – Baseline Must-Have’s •  Example: all participants must •  Have access to a laptop or desktop computer with Internet access •  Be able to speak English fluently and confidently enough to be well understood •  Not work for a market research company, telco or broadcaster •  Be 18 years of age or older Recruiting
  17. 17. Participant Criteria – Project Specific Variables •  Example: the study must include •  Customers who work in a small business •  Members of our loyalty program •  Small business customer who have called the customer support line within the last 6 months Recruiting
  18. 18. Participant Criteria – Demographics and Technographics Recruiting •  Example: the study must include people who •  Are older than 65 years of age •  Who speak a language other than English at home •  Who use Facebook, Twitter, Pinterest or Instagram at least twice a week
  19. 19. Recruiting process •  Invite people to complete an online qualification survey •  Informal friends and family email •  Email to a customer or member list Recruiting
  20. 20. Example screener question Recruiting Have you used public transit with a wheelchair, walker, or other mobility assistive device? ☐ Within the past week RECRUIT MIN 1, MAX 2 ☐ Within the past month ☐ Within the past 6 months RECRUIT MIN 1, MAX 2 ☐ Longer ago than 6 months ☐ Never RECRUIT MAX 10
  21. 21. Incentives •  Usually cash (or gift card) •  Very specific criteria may require more $$$ •  Baked goods are great for guerrilla research! •  May not be necessary in some cases. •  May be prohibited in some cases. Recruiting
  22. 22. What you need •  Screener or survey •  Schedule •  Contact list •  Overview of what to expect •  Instructions for participants •  NDA and recording waiver •  Summary of participant answers Recruiting
  23. 23. 3Conducting Using your preparation to have a useful dialogue with participants
  24. 24. Write research guide, script or survey •  A few easy questions to get the participant warmed up •  Instructions that guide the tasks and activities •  Probe only as needed •  Do at least one pilot session or survey response Conducting
  25. 25. Set-up •  Choose tools for conducting, recording, and monitoring •  Clarify roles – facilitator, analyst, notetaker, observers •  Test your entire set-up Conducting
  26. 26. Facilitating •  Getting warmed up •  Guiding the tasks •  Getting the participant(s) to talk •  Listening to the participant(s) •  Using probes to get more information •  Letting the objectives guide you Conducting
  27. 27. Image  observa6on  room  courtesy  of  Dave,  CC-­‐BY  2.0  
  28. 28. Monitoring •  Watching responses •  Planned and unplanned interventions •  Probing for additional information Conducting
  29. 29. Recording •  Flipcharts •  Sticky notes •  Note taking – manual and/or electronic •  Audio •  Video Conducting
  30. 30. 4Analyzing Finding and communicating useful, actionable insights
  31. 31. Pear Note
  32. 32. Communication •  Keep the team involved •  Debrief immediately after the research is done •  Discuss and prioritize key findings together Analysis and Reporting
  33. 33. Reporting •  Framework •  Smashing Elements of Mobile User Experience •  Global issues / Page level issues •  Formal report •  Summary presentation Analysis and Reporting
  34. 34.     Questions?
  35. 35.     Thank You
  36. 36.     3 Easy Ways to Improve the Accessibility of Your Website
  37. 37.     Stay in touch Terry Costantino and Steven LeMay Usability Matters Follow us on Twitter: @umatters +1 416 598 7770