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Qualitative Data and UX Design

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An introduction to a few common research methods used in UX design. Presented at Open Network Lab's Data Conference in Tokyo, Japan, June 22, 2012.
http://onlabdataconf.peatix.com

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Qualitative Data and UX Design

  1. 1. Onlab Data ConferenceQualitative Data and UX DesignChris Palmieri open network lab / tokyo / june 22, 2012
  2. 2. 3.7kg 130bpm 4kg 120bpm28.8cm 11 years 38ºC 10 years38.6ºC 5 offspring 30cm 7 offspring
  3. 3. Illustration: Marie Coons, from The Noun Project
  4. 4. 1 2 3 4 5 6 7 1 2 3 4 5 6 77 8 9 10 11 12 13 7 8 9 10 11 12 1314 15 16 17 18 19 20 14 15 16 17 18 19 2021 22 23 24 25 26 27 21 22 23 24 25 26 2728 29 30 31 28 29 30 31
  5. 5. π ?
  6. 6. ? ? ? ?? ??? ? ? ?
  7. 7. A quick introduction
  8. 8. AQ企業・文化・コミュニティのために、 主なサービス新たな展開につながる創造的なコミュ ウェブサイトやスマートフォン・ニケーション・ツールをつくるデザイ アプリの企画制作ンの会社です グラフィック・デザイン UXデザインのコンサルティング@aq_jpwww.aqworks.com
  9. 9. TokyoArtBeat.com Tokyo Art Map 1000 galleries & museums 100,00 copies, 6 times a yearMuPon Tokyo Art Beat App18,000 downloads at ¥500-1000 48,000 paid downloads
  10. 10. Definitions
  11. 11. What is User Experience (UX)?
  12. 12. UX is how someone feels whenthey use a product.
  13. 13. UX is what they rememberlater, and how they describe itto others.
  14. 14. UX is what a product means intheir life.
  15. 15. UX is more than howsomething looks,(much more)
  16. 16. How it Past Experience works Expectations Context Feeling of Safety Content Social relevanceSpeed How it looks Goals Words UX Word of Mouth Sense of Value Abandonment Loyalty Conversion
  17. 17. What do Where? they expect? When? Device How capabilities What What do should language do they know? it work? What do they use? they want How to know? should it look? What With makes themWhat qualities who? feel safe?do they value? What do they want to do? UX Design
  18. 18. UX can’t be fully controlled,but is effected by every productdecision you make.
  19. 19. Qualitative and quantitative
  20. 20. Quantitative data tells us Who? How often? Is A working better than B (or C, D, etc.)
  21. 21. Quantitative data measures Purchases Registrations Views User Paths
  22. 22. Numbers are powerful. Comes from real use of working software. Easy to communicate.
  23. 23. Numbers only tell youso much.
  24. 24. They’re hard to collectearly on.
  25. 25. User experience design can’t bedecided by numbers alone.
  26. 26. Qualitative captures the why.
  27. 27. It’s easier than you think.
  28. 28. A combination of qualitativeand quantitative will give youthe most complete picture ofhow people use your product.
  29. 29. Gathering data
  30. 30. Questionnaires
  31. 31. Questionnaires can revealanswers that are hard to derivefrom data analytics.
  32. 32. When You want to know where users see value in your product. You’re looking for gaps between what users need and what you have.
  33. 33. 走る目的は何ですか?
  34. 34. t or sp h er e ot ap sh in k ac tb ge i ty ar ch e ut ib tr in g a nn ru of ve p lo hi ns io anWhat is your motivation? mp co er tt be g in ok lo e m ti a c e an st its di a l im my dy g bo in nd sh ou pu ,s nd mi d un so e m ti c e& ra a c e ra a 300 225 150 75 0
  35. 35. Product focus e m ti a e m ti c e& ra a c e ra a
  36. 36. Card Sorting
  37. 37. Card sorting helps youunderstand users’ mentalmodel of your content.
  38. 38. Taste? Cut?Stock? Original? Real?
  39. 39. When Before choosing categories, navigation systems, etc. When it’s not possible to extract categories from real world use.
  40. 40. Usability Testing
  41. 41. Usability testing offers a high-resolution image of how peopleare using your product.
  42. 42. Test before and after.
  43. 43. Prepare Recruit Identify a few big questions. Write a script. Choose an environment.
  44. 44. Test Explain the purpose. Set the context for each task. Ask them to think aloud. Ask questions. Take lots of notes!
  45. 45. Discuss!
  46. 46. “That’s not whatI expected…” “Well, that’s cool!” × × Illustration: P.J. Onori, from The Noun Project
  47. 47. quickdirtyoften > controlled occasional
  48. 48. Usability Testing in the Product Cycle Choose user tasks Recruit users Spec build changes Write script Adjust Learnhypotheses Build Product Cycle Schedule tests Extract learnings Measure Consolidate results Conduct test
  49. 49. Getting started
  50. 50. Rapid UX Design Consulting for Apps & Web Services
  51. 51. e us noAlpha × Launch
  52. 52. Alpha te re st vi se hyp ot he sPaper isPrototype te sp st ec ne x tb ui Beta ld te tw st ea k Launch te st
  53. 53. UX is everyone’s responsibility.
  54. 54. UX Design is a profession,and a skill.
  55. 55. ありがとうございました! Thank You!chris@aqworks.com http://aqworks.comご質問、フィードバックなどを気軽 ケーススタディー、UX/UIデザインにどうぞ のエッセー等@aq_jpフォローを宜しくお願いします。

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