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.
High Profile Escorts Nerul WhatsApp +91-9930687706, Best Service
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
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
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
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
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
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
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
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.
68. let’s wrap up
IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
70. 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
71. Appendix
IxDA 15 | Interaction_15 Workshop | Simona De Rosa, David Dearman, Marco de Sa
72. 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
73. 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