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Get out of the lab - Workshop at IxDA15

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Get out the lab, conducting user research in context by Simona De Rosa, David Dearman, Marco de Sà.
In this workshop, given at IxDA, we discussed various methods, tools and techniques to conduct research in the wild.

Published in: Design, Marketing
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Get out of the lab - Workshop at IxDA15

  1. Interaction_15, Workshop | Feb. 9th | San Francisco | Simona De Rosa, David Dearman, Marco de Sa Get out of the lab conducting user research in context #getoutofthelab
  2. @dearman@derosimona @marco_de_sa hello and welcome
  3. #getoutofthelab IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  4. what is user research? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  5. Mike Davidson - VP Design, Twitter "Designing for oneself is easy. Designing for the world, however, requires research, open-mindedness, and empathy. Research is the quickest road to empathy." IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  6. user research is the process of figuring out how people interpret and use products and services IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  7. it influences product and design decisions (what) by delivering insights into the needs, behaviors, and reactions of users (how) worldwide (where) throughout the design process (when) to achieve business goals (so what) IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  8. user research can be: formative, exploratory, evaluative, can be done at scale or with smaller groups IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  9. so, how does it fit into the creative process? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  10. who are the current and potential users? how do they perceive it in different markets? what are their needs, behaviors, and challenges? strategic planning inspiration ideation implementation IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  11. strategic planning inspiration ideation implementation what about our concept is most compelling? how well does it fulfill and actual user need? what is differentiated? what causes concern? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  12. strategic planning inspiration ideation implementation is it simple, intuitive and easy to use? where are the usability issues and friction points? is the experience fun and delightful? is the experience better than our competitors? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  13. strategic planning inspiration ideation design IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  14. things that really matter IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  15. you’re not the user IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  16. listening IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  17. empathy IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  18. perspective IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  19. context IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  20. used to be like this IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  21. but the behaviors are changing IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  22. the context is changing IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  23. the technology is changing IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  24. and its diversity and pervasiveness growing IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  25. and becoming more and more an intrinsic part of our lives IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  26. user context IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  27. user context IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  28. so, what does this mean to research? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  29. it needs to adapt IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  30. many ways…let’s do it by parts IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  31. scoping planning recruiting executing analyzing IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  32. scoping planning recruiting executing analyzing IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  33. scoping think about your questions think about target think international what is that you are trying to understand? who are the people that your product is for? what defines them? your users might be somewhere else… IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  34. scoping planning recruiting executing analyzing IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  35. planning what’s the best method the time cost logistics do you need scale? or in depth understanding of a specific issue? how long do you have for the findings to remain relevant and have impact? incentives travelling facilities, gear.. IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  36. scoping planning recruiting executing analyzing
  37. recruiting don’t be biased think outside the box select the right participants you need a good sample of users and perspectives don’t focus on the bubble many methods can be used to reach the right people guerrilla use screeners to help you parse out people you don’t want to talk to IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  38. recruiting email social networks live You know your users International Spam Opt-outs Twitter Facebook Craigslist Prompts/intercepts Ethnio UserZoom IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  39. scoping planning recruiting executing analyzing IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  40. executing be rigorous be creative too many methods to list IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  41. there are many ways to learn about your users IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  42. remote co-located IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  43. Remote mobile UX When: you need to run a mobile study with remote participants (i.e., you’re testing a new mobile concept prototype, or doing usability testing for your mobile website) IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  44. not this type of laptop hugging… IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  45. more like this IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  46. remote mobile laptop hugging reflector/Quicktime offer your participant a webcam IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  47. Over time and without being there When: you need to collect data over a period of time and understand how your product (or lack thereof) plays into your users’ lives. IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  48. you can even use paper!
  49. diary study d-scout twitter account or facebook group or basic old sms IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  50. On-the-go When: you need to test something in a more dynamic context (e.g., outside, while jogging, taking photos, at a show) IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  51. IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  52. mobile on-the-go device sled & mifi reflector/dual goggles webcam IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  53. analyzing & sharing be thorough be visual tell a story No feedback is irrelevant Anxieties, feelings, emotions Back it up with more data Quotes Clips Charts Actionable findings Key takeaways IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  54. let’s do it! IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  55. 5 teams 45 min 5 scenarios IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  56. Things to keep in mind • Do you have all the information you need to start? • What questions do you need answered before you kick-off? • Who would you recruit? Why? • How would you approach the research? Why? • Are there multiple ways? What would be the trade-offs? • How would you sequence and schedule the research? Why? • Do you need one piece to inform another? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  57. Interaction_15 Workshop | David Dearman, Simona De Rosa, Marco de Sa 01/20 Scenario 1 Movo's new fitness tracker IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  58. Movo’s new fitness tracker Move has new wrist worn fitness tracker has been specifically designed to work for multiple activities; including running, biking and crossfit. Before they finalize the hardware, the PM manager asks: • What are the challenges, if any, that users encounter when using the hardware that we need to be aware of? • How well well does it work from the users’ perspective? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  59. Scenario 2 Redesign of Tesla’s in-car navigation IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  60. Redesign of Tesla’s in-car navigation Tesla is designing a new car. To go with that new car, they want to step back and make sure they have the best in-car navigation system for the US market. The Navi PM and design lead ask: • What issues do users’ have with the current system that would be important for us to address in the redesign? • What are other use-cases, other than getting from A to B, that our navigation system should support? These can be key differentiators! IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  61. Interaction_15 Workshop | David Dearman, Simona De Rosa, Marco de Sa 01/20 Exercise 1 Scenario 3 Teen use of Snapchat at events IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  62. Teen use of Snapchat at events Snapchat’s analytics team has noticed a huge spike in the number of Snaps that have been sent over the last weekend in San Francisco. They eventually figure out that its directly linked with the huge concert series that happened. The VP of product asks: • What are teens using Snapchat for while they are at events? • Is there a new feature we could build that would allow them to better engage with each other at the event? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  63. Interaction_15 Workshop | David Dearman, Simona De Rosa, Marco de Sa 01/20 Scenario 4 Postmates' expansion into Indonesia IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  64. Postmates’ expansion into Indonesia Postmates wants to expand their business internationally. But, their service model and mobile application were build entirely with the US market in mind. The CEO and and VP of product ask: • What challenges will we encounter when we first enter this market? • Is the current app enough? We will translate it, but, do we need to add new features to support both the customer and Postmate? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  65. Scenario 5 Launch apps for a low-end smart watch IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  66. Launch app for a low-end smart watch Samsung is about to launch a new low-end smart watch. Woo! They know it’s a competitive space and they want their launch apps to help set them apart. The VP of product and the PM manager asks: • What daily challenges do people encounter that our smart watch may be able to help them with? Is it something we can build an app for? • How do they use the current apps? And, what challenges do they encounter when they are out-and-about with those apps? IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  67. let’s wrap up IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  68. @derosimona @dearman @marco_de_sa IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  69. Interaction_15, Workshop | Feb. 9th | San Francisco | Simona De Rosa, David Dearman, Marco de Sa Get out of the lab conducting user research in context #getoutofthelab
  70. Appendix IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  71. Some useful equipment • Mr. Tappy - Sled for mounting a camera to a mobile phone (www.mrtappy.com/) • IPevo/Ziggi cameras - Light weight portable cameras with articulated stands (www.ipevo.com/) • Recorders/phones - generic audio recorder or your phone • Wolfvision - HD document camera with autofocus and lighting (www.wolfvision.com) • GoPro - Highly portable high definition camera with remote control capabilities (www.gopro.com/cameras) IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
  72. And software • Reflector - software for mirroring a mobile phone’s screen (iOS & Android) on another device (www.airsquirrels.com/reflector/) • Adobe connect, Bluejeans, Gotomeeting - remote meeting software supporting multiple streams and screen sharing (www.adobe.com/products/adobeconnect.html, www.bluejeans.com, www.gotomeeting.com ) • Quicktime - video recording software that allows for direct iPhone input (www.apple.com/ quicktime) • Camtasia, Moorae, Silverback - screen/video recording software for usability testing (www.techsmith.com/, http://silverbackapp.com/ ) • Wirecast - multiple stream mixer (2 or more webcams) and streaming software (www.telestream.net/Wirecast) IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa

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