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Research WorkshopThis work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License....
Agenda1.   Research Landscape2.   Focus: Interviews, Usability Research3.   Best Practices4.   Examples (good, bad, and so...
Workshop GoalsThis half-day workshop will cover:•key types of research•best practices•actual practiceBy the end of this wo...
Research Landscape           Confidential – do not copy or distribute
JJG’s Elements         text    text                 text                 text                 text                 text   ...
Research Methods by Data Source vs. Approach vs. Context of Product Use                          text               text  ...
Research Methods by Data Source vs. Approach vs. Context of Product Use                          text               text  ...
Workshop Focus           Confidential – do not copy or distribute
Research Methods by Data Source vs. Approach vs. Context of Product Use                           text              text  ...
st                                                             ra                                                         ...
stInterviews                                                                                  r   at                      ...
stInterviews                                                                             r   at                           ...
stInterviews                                                                  r   at                                      ...
stInterviews                                                                   r   at                                     ...
sk s                                        el tr                                          et uc                          ...
sk sUsability Research                                   el tr                                                       et uc...
sk sUsability Research                                         el t r                                                     ...
sk sUsability Research                                          el t r                                                    ...
Usability ResearchAfter the SessionPost-research synthesis focuses on specificchanges to a UI based on observed behavior,i...
Best Practices             Confidential – do not copy or distribute
Best PracticesModerating (first steps)1. listen, be quiet!2. be neutral and avoid value words  – use incomplete sentences ...
Best PracticesModerating (mastering that…)4. be calm5. observations ≠ recommendations6. note hypotheses up front — is succ...
Best PracticesModerating (bonus points)7. behavior first, then attitudes and motivation,   not the other way around   – BU...
sk sBest Practices                                              el tr                                                     ...
Examples           Confidential – do not copy or distribute
sk s                                         el tr                                           et ucRecording 1             ...
sk s                                                          el tr                                                       ...
sk s                                         el tr                                           et ucRecording 2             ...
sk s                                                        el tr                                                         ...
sk s                                         el tr                                           et ucRecording 3             ...
sk s                                                         el tr                                                        ...
Exercise           Confidential – do not copy or distribute
sk sUsability Research                                         el tr                                                      ...
sk sBest Practices                                              el tr                                                     ...
sk sBest Practices                                               el tr                                                    ...
Exercise Complete            Confidential – do not copy or distribute
Nota Bene• For all of these, garbage in,  garbage out.• Agreements must be  documented somewhere.• These are some tools, n...
More Reading1.    Don’t Make Me Think, Steve Krug2.    The User is Always Right, Steve Mulder and Ziv Yaar3.    The Elemen...
Good Luck!Please feel free to contact me ifyou have questions or need help:Audreyaudrey@designmap.com           This work ...
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User Research 102

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Last month, we ran a quick half-day workshop for one of our clients. They had a great internal research group, and were such big believers in the value of research (!) that there were more requests than the internal staff could support.


They wanted to provide some research guidelines, tools and support to their Product Managers, Designers and Developers who were interested in doing research themselves, or in understanding and leveraging it better. This was essentially a “Research 102” workshop, for people who were mostly familiar but not experienced doing research. We didn’t try to cover everything you’d need to know or all types of research – in fact, we only addressed early interviews and usability studies. We talked about conducting the research as the moderator, since many best practices applied to both types of research. We also talked about stuff around research; important things to get right besides moderating. (From http://www.designmap.com/practice/user-research-102/)

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User Research 102

  1. 1. Research WorkshopThis work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
  2. 2. Agenda1. Research Landscape2. Focus: Interviews, Usability Research3. Best Practices4. Examples (good, bad, and so-so)5.Exercises6. Wrap-Up Confidential – do not copy or distribute
  3. 3. Workshop GoalsThis half-day workshop will cover:•key types of research•best practices•actual practiceBy the end of this workshop, you’ll have anawareness of and experience with research andbest practices that will improve the quality anddependability of your findings. Confidential – do not copy or distribute
  4. 4. Research Landscape Confidential – do not copy or distribute
  5. 5. JJG’s Elements text text text text text text Confidential – do not copy or distribute
  6. 6. Research Methods by Data Source vs. Approach vs. Context of Product Use text text text text text text * updated from Christian Rohrer Confidential – do not copy or distribute
  7. 7. Research Methods by Data Source vs. Approach vs. Context of Product Use text text text text text text Confidential – do not copy or distribute
  8. 8. Workshop Focus Confidential – do not copy or distribute
  9. 9. Research Methods by Data Source vs. Approach vs. Context of Product Use text text Usability Studies text text Interviews text text Confidential – do not copy or distribute
  10. 10. st ra t eg yInterviews Confidential – do not copy or distribute
  11. 11. stInterviews r at eDescription gyGoal …to understand underlying motivations, attitudes, and behaviors (attitudinal).Location ... often in person, may also be via WebEx or phone.Context ... does not test a specific product.Protocol ... describes areas of inquiries and sample questions, but the session is often wide-ranging. Confidential – do not copy or distribute
  12. 12. stInterviews r at eDescription gyNeed ...insight into customers or potential customers to discover new ideas or find inspiration for new ways to help or delight them.Have ...a hypothesis about a customer or product opportunity, time to conduct and synthesize research, access to 10 or so customers, with ~60-90 minutes, preferably in their environment, and a budget for stipends.Can ...comfortably conduct a relaxed open-ended research session, and can video record the session. Confidential – do not copy or distribute
  13. 13. stInterviews r at eLimitations gy1. Predictions often don’t work.2. Details aren’t always insights.3. Biases and assumptions show and color our insights.4. Insights aren’t guaranteed.5. Synthesizing is critical!6. … Confidential – do not copy or distribute
  14. 14. stInterviews r at eAfter the Session gyPost-session synthesis focuses on identifyingopportunities based on attitudes / problems.These activities include things like:1.design thinking2.language analysis3.experience maps4.affinity diagrams Confidential – do not copy or distribute
  15. 15. sk s el tr et uc on tu / s re ur / fa ceUsability Research Confidential – do not copy or distribute
  16. 16. sk sUsability Research el tr et ucDescription on tu / s re ur / fa ceGoal …to understand how they might use a product, and to uncover problems and opportunities (behavioral).Location …may be in person, via WebEx or phone.Context …tests a specific product (yours or a competitors).Protocol ...may start with a few attitudinal questions, but usually is longer and more closely followed. Confidential – do not copy or distribute
  17. 17. sk sUsability Research el t r et ucDescription on tu / s re ur / fa ceNeed ...to get a sense of how potential customers will react to a specific product offering or feature, or fine-tune an interface.Have ...a prototype, competitor, or working code, a protocol, time do conduct research, access to 5 or so customers.Can ...comfortably conduct a relaxed usability research session. Confidential – do not copy or distribute
  18. 18. sk sUsability Research el t r et ucLimitations on tu / s re ur / fa ce1. Predictions often don’t work.2. Observer effect.3. Limitations of the artifact.4. False tasks give false results.5. … Confidential – do not copy or distribute
  19. 19. Usability ResearchAfter the SessionPost-research synthesis focuses on specificchanges to a UI based on observed behavior,including:1.affinity diagramming2.visual queues with screen shots and photosand stickies3.analysis of detailed notes Confidential – do not copy or distribute
  20. 20. Best Practices Confidential – do not copy or distribute
  21. 21. Best PracticesModerating (first steps)1. listen, be quiet!2. be neutral and avoid value words – use incomplete sentences – parrot to probe and avoid answering ?s – avoid asking for predictions – use their language – don’t assume their process Confidential – do not copy or distribute
  22. 22. Best PracticesModerating (mastering that…)4. be calm5. observations ≠ recommendations6. note hypotheses up front — is success proving them right or wrong? Confidential – do not copy or distribute
  23. 23. Best PracticesModerating (bonus points)7. behavior first, then attitudes and motivation, not the other way around – BUT if you’ve asked lots of questions about behavior and still don’t have a good sense of attitude, it’s ok to ask a general question Confidential – do not copy or distribute
  24. 24. sk sBest Practices el tr et ucNote Taking on tu / s re ur / fa ce1. In person, sit behind and slightly to one side of the moderator. Remotely, sit off screen or in another room.2. Be polite, attentive, and moderately interested. (Do not react too much.)3. Remember, observations before ideas.4. Save your questions for the end.5. Note your top ~5 takeaways immediately.6. Don’t take your own notes. Confidential – do not copy or distribute
  25. 25. Examples Confidential – do not copy or distribute
  26. 26. sk s el tr et ucRecording 1 on tu / s re ur / fa ce Confidential – do not copy or distribute
  27. 27. sk s el tr et ucRecording 1 Findings on tu / s re ur / fa ce1. He thinks my idea is great! Confidential – do not copy or distribute
  28. 28. sk s el tr et ucRecording 2 on tu / s re ur / fa ce Confidential – do not copy or distribute
  29. 29. sk s el tr et ucRecording 2 Findings on tu / s re ur / fa ce• Looking at Toyotas• Doing research online using OEM sites and Google• Uses web daily, not into Facebook Confidential – do not copy or distribute
  30. 30. sk s el tr et ucRecording 3 on tu / s re ur / fa ce Confidential – do not copy or distribute
  31. 31. sk s el tr et ucRecording 3 Findings on tu / s re ur / fa ce• Looking at Toyotas• Shows concerns about safety, privacy• Doing test drives, renting cars, and research online with OEM sites and Google• Uses web three times a week, uses Facebook (mainly Farmville) every time he logs in Confidential – do not copy or distribute
  32. 32. Exercise Confidential – do not copy or distribute
  33. 33. sk sUsability Research el tr et ucExercise on tu / s re ur / fa ce1. Groups of three2. One computer recording3. Using our protocol, rotate through: • participant • moderator • note-taker1. For each moderator: • 10 minutes conducting session • 5 minutes for feedback Confidential – do not copy or distribute
  34. 34. sk sBest Practices el tr et ucGiving Feedback on tu / s re ur / fa ce1. Try, “I like…” / “I wish…” / “What if…” (IL/IW/WI) or, “How might we…?”2. State the specific observation and explain the impact.3. Be direct, respectful, and sincere (don’t say, “You need to…”.)4. If you have something nice to say, please say it.5. Pause and wait for reactions. Confidential – do not copy or distribute
  35. 35. sk sBest Practices el tr et ucReceiving Feedback on tu / s re ur / fa ce1. Be introspective — what do you think? Note your own positive and constructive feedback. (Hint: if you can’t identify any, this might not be your thing.)2. It is personal, but even if you start doing this, it will be a small part of your craft. Don’t take it too heavily.3. This isn’t for everyone — being this neutral is hard. Confidential – do not copy or distribute
  36. 36. Exercise Complete Confidential – do not copy or distribute
  37. 37. Nota Bene• For all of these, garbage in, garbage out.• Agreements must be documented somewhere.• These are some tools, not THE tools. Confidential – do not copy or distribute
  38. 38. More Reading1. Don’t Make Me Think, Steve Krug2. The User is Always Right, Steve Mulder and Ziv Yaar3. The Elements of User Experience, Jesse James Garrett4. “From Use to User Interface”, Jeff Patton http://www.slideshare.net/abcd82/from-use-to- user-interface-presentation5. “Personas for Product Management”, Marty Cagan http://www.svpg.com/personas-for-product-management/6. “Summary of Usability Inspection Methods”, Jakob Nielsen http://www.useit.com/papers/heuristic/inspection_summary.html7. “When to Use Which User Experience Research Methods”, Christian Rohrer http://www.useit.com/alertbox/user-research-methods.html8. “Usability Demo Test” by Steve Krug http://www.peachpit.com/promotions/promotion.aspx?promo=1376029. User Interface Engineering - Articles about User Behavior http://www.uie.com/browse/user_behavior/10. “Three Questions You Shouldnt Ask During User Research” by Jared Spool http://www.uie.com/articles/three_questions_not_to_ask/11. Observing the User Experience by Mike Kuniavsky, pages 117-12712. “Meet the Respondents: Understanding User Personalities” (Part 1 & 2) by Mike Fisher - UX Consultant http://www.uxbooth.com/blog/meet-the-respondents-understanding-user-personalities-part-1/ http://www.uxbooth.com/blog/meet-the-respondents-understanding-user-personalities-part-2/13. “My Best Advice for Conducting User Interviews” by Whitney Hess - UX Consultant http://whitneyhess.com/blog/2010/07/07/my-best-advice-for-conducting-user-interviews/14. Understanding Your Users by Catherine Courage & Kathy Baxter, pages 275-29315. From Self-Prediction to Self-Defeat: Behavioral Forecasting, Self-Fulfilling Prophecies, and the Effect of Competitive Expectations, by Kristina A. Diekmann, Ann E. Tenbrunsel and Adam D. Galinsky Confidential – do not copy or distribute
  39. 39. Good Luck!Please feel free to contact me ifyou have questions or need help:Audreyaudrey@designmap.com This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/ not copy or distribute Confidential – do or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

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