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Rapid UX Research Cycles

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Kelly Goto from gotoresearch takes you through the rigorous approach and process applied to Rapid UX Research Cycles to allow insights and mental models to emerge in 6-weeks instead of 6-months.

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Rapid UX Research Cycles

  1. VIRTUAL SEMINAR SERIES 01 Kelly Goto @go2girl RAPID UX 
 RESEARCH CYCLES Empower your UX research team
  2. ©gotoresearch 2016 all rights reservedtheintentionalmind.com
  3. ©gotoresearch 2016 all rights reserved “Much of consumer behavior involves everyday routines and practices that consumers do not actively think about.”
 Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander theintentionalmind.com
  4. ©gotoresearch 2016 all rights reservedtheintentionalmind.com “And when asked, they do not necessarily come to talk about — or do not even do not actively think about.— these routines or patterns.”
 Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
  5. ©gotoresearch 2016 all rights reserved Every aspect of the experience including competition for time and attention is in flux. Data is overwhelming and lengthy (and costly!) to process.
 
 CULTURAL FLUX | DATA OVERLOAD Atlas of Economic Prosperity: Atlas Research Foundation
  6. ©gotoresearch 2016 all rights reserved New perspectives and movement from traditional market research to product- focused UX research methods are needed to understand real needs and behaviors with real people. CULTURAL FLUX | DATA OVERLOAD Atlas of Economic Prosperity: Atlas Research Foundation
  7. ©gotoresearch 2016 all rights reserved Governance 
 Crisis Point COMPLEXITY Quantity & complexity of information Ability to deal with quantity & complexity 
 of information Zap Think LLC COMPLEXITY vs. COPING MARKET
  8. ©gotoresearch 2016 all rights reserved traditional market research can predict trends and anticipate change COMPLEXITY stable flux Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association simple complex staticdynamic COMPLEXITY vs. COPING MARKET
  9. ©gotoresearch 2016 all rights reserved MARKET COMPLEXITY Highly complex market & dynamic factors create a cultural flux because all areas are moving simultaneously. stable flux simple complex staticdynamic COMPLEXITY vs. COPING Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association
  10. ©gotoresearch 2016 all rights reserved COMPLEXITY Due to Cultural Flux, probing into ‘Areas of Interest’ reveals opportunities for Innovation. stable flux simple complex staticdynamic CULTURAL FLUX MARKET Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association
  11. - Tricia Wang, Ethnographer People are getting caught up on the quantity side of the equation rather than the quality of the business insights that analytics can unearth. More numbers do not necessarily produce more insights.”
  12. ©gotoresearch 2016 all rights reserved unaware|implicit|EMOTION a w a r e | e x p l i c i t | LOGIC FOCUS GROUPS FIELD STUDIES 1:1 INTERVIEWS ONLINE SURVEYS BIG DATA ETHNOGRAPHY how people live what people think
  13. ©gotoresearch 2016 all rights reserved FOCUS GROUPS FIELD STUDIES 1:1 INTERVIEWS ONLINE SURVEYS BIG DATA behavioral|attitude c u r r e n t s t a t e ETHNOGRAPHYreporting|assumptions f u t u r e s t a t e
  14. ©gotoresearch 2016 all rights reserved c u r r e n t s t a t e f u t u r e s t a t e ADD FEATURES TO CURRENT PRODUCT “INNOVATE”
  15. Hypothesis-driven cycles of research enable business decisions to be made in 6-weeks rather than 6-months.
  16. ©gotoresearch 2016 all rights reserved Cycles of hypothesis-driven research are 5-6 weeks in length and offer jobs- to-be-done results as well as mental models or behavioral segments where specific needs and opportunities emerge. ! Shorter cycles allow for exploration of needs-based concepts, and pivots as needed in a rapid and focused manner. RAPID UX RESEARCH CYCLES
  17. ©gotoresearch 2016 all rights reserved WE DON’T HAVE TIME FOR THIS”
 I believe if they had invested a handful of weeks in rapid ethnography, they would have saved themselves years of misdirected work. - Ellen Isaacs, PARC Ethnographer
  18. ©gotoresearch 2016 all rights reserved Hypothesis • Create Research Question • Create Semi-Structured Discussion Guide Plan Cycle 1 Targeted Recruiting (N=12) Determine Key Characteristics Recruiting Remote Interviews • Create Research Question • Create Semi-Structured Discussion Guide Inquiry week 1 week 2 week 3 week 4 week 5 week 6 week 8 Output Deliverables • Affinity Diagram • Whiteboard Sessions • Create Actionable Output Plan Cycle 2 Work Session • Determine Next Steps • Pivot or Dive Deeper RAPID UX RESEARCH APPROACH Rapid Analysis Open Coding • Deconstruct / Analysis • Interpretation • Reconstruct / Synthesis
  19. ©gotoresearch 2016 all rights reserved http://www.socialresearchmethods.net/kb/qualapp.php RAPID UX RESEARCH APPROACH https://en.wikipedia.org/wiki/Qualitative_research Grounded Theory was developed at a time when qualitative research was seen as unscientific or non-systematic Rapid Analysis Coding Data • Deconstruct / Analysis • Interpretation • Reconstruct / Synthesis Inquiry Output Foundation in Grounded Theory “Coding is a process for both categorizing qualitative data and for describing the implications and details of these categories. Initially one does open coding, considering the data in minute detail while developing some initial categories.”
  20. ©gotoresearch 2016 all rights reserved Although often phrased as if combined, analysis and synthesis are actually opposites. ! You can move straight into synthesis without doing rigorous analysis but you cannot do analysis without the synthesis piece. Analysis! (deconstruct / break down) Synthesis! (reconstruct / 
 put back together) RAPID UX RESEARCH APPROACH Analysis vs Synthesis
  21. ©gotoresearch 2016 all rights reserved Recruiting Inquiry Debrief* Analysis Synthesis Output N=1 N=12 EASY 2 hrs 1 hr 0.25 hr 0 hr 2 hrs 2 hrs 7.25 hrs 87 AVG 3 hrs 1 hr 0.5 hr 1 hr 2 hrs 4 hrs 11.5 hrs 138 HARD 4 hrs 1 hr 1 hr 3 hrs 3 hrs 8 hrs 20 hrs 240 N=12 | 1-hour Sessions SAMPLE HOURS FOR KEY TASKS Key tasks hours ‘per participant’ Note: This does not include time for project management, meetings, ! hypothesis statement, discussion guide or additional deliverables
  22. ©gotoresearch 2016 all rights reserved Recruiting Inquiry Debrief* Analysis Synthesis Output N=1 N=12 HARD 4 hrs 1 hr 1 hr 3 hrs 3 hrs 8 hrs 20 hrs 240 N=12 | 1-hour Sessions SAMPLE HOURS FOR KEY TASKS Key tasks hours ‘per participant’ Note: This does not include time for project management, meetings, ! hypothesis statement, discussion guide or additional deliverables *We call these debrief or “interpretation sessions” where two people (always needed) discuss what they heard and what it actually meant, what was most important, key insights or take aways, etc. ! This can replace the analysis portion and teams can move straight into open coding.
  23. ©gotoresearch 2016 all rights reserved ! ! ! Is there an opportunity for 
 new players with available power and resources to come to the market and address these unmet product and service user needs? RESEARCH QUESTION A good research question is based on market data, and assumptions around unmet needs created because of rapid market changes. ! It should ask HOW or WHY rather than WHAT.
  24. There are no rules for sample size in qualitative inquiry. Sample size depends on what you want to know, the purpose of the inquiry, what’s at stake, what will be useful, what will have credibility, and what can be done with available time and resources. [31] Patton, M. Q. Qualitative Research & Evaluation Methods, Sage,Thousand Oaks, CA, 2002 — quoted in http://iacis.org/jcis/articles/JCIS54-2.pdf
  25. ©gotoresearch 2016 all rights reserved Saturation is reached when the researcher gathers data to the point of diminishing returns, when nothing new is being added. SAMPLE SIZE | HOW MANY Sample 1 NUMBER OF INTERVIEWS Sample 2 New Codes Code Modifications Thematic Prevalence Poly. (New Codes) NUMBEROFCODES 0 10 20 30 40 50 60 70 80 90 1-6 7-12 13-18 19-24 25-30 31-36 37-42 43-48 49-54 55-60 Journal of Computer Information Systems (Marshall, Cardon, Poddar, Fontenot) CRONBACH’SALPHAFORTHEMATICPREVALENCE 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 0.7 0.79 0.85 0.88 0.88 0.89 0.9 0.91 0.93 Why N=12 Per Study?
  26. ©gotoresearch 2016 all rights reserved DATA ANALYSIS ! Open Coding: form initial categories of information about the phenomenon being studied from the data gathered. This is “the process of breaking down, examining, comparing, conceptualizing, and categorizing data” Coding procedures in Grounded Theory Strauss and Corbin (1990)
  27. ©gotoresearch 2016 all rights reserved DATA ANALYSIS Rigorous analysis and synthesis can be sped up with a team who knows the process, and is led by a knowledgable moderator (slave-driver) who pushes the coding process through. ! We call this the Effner Method.
  28. ©gotoresearch 2016 all rights reserved DATA ANALYSIS
  29. ©gotoresearch 2016 all rights reserved CODING DETAIL inconspicuousness The tracker is not intrusive which encourages me to wear and use it daily It allows me to wear it 24x7 without feeling like I'm forcing myself to do it. easy to sync/devices I love how easy it is to sync it to any mobile device through Bluetooth - I use it to sync to my iPhone and iPad a lot and it's very quick and simple I love the ability to dig into my stats/progress and see active Mounties, steps taken throughout the day - having the visibility to all of this encourages me to push on/improve easy to sync/devices/apps How my Fitbit syncs with many different apps and also iOS and android I can use it with many different programs and different Fitness incentives Consistantly motivating/activity data I love that it's a Bible to fitness it gives me the exact numbers I can go into weight loss and fitness with exact science and I can prevent weight gain its it's the most important part of my health and fitness routine there's no way that I The fact that it tells me what I can do what I can eat when I need to be more active is very important it's motivating and make sure that I don't slack off during the day and make sure that I do everything in my power each day to hit my goal if it didn't motivate me and remind me I think that I would easily Consistantly motivating/encouragements The silly graphics and :-) encouragements that I get from my fit bit when I do an extra burst of energy. It sounds stupid because they really are the crudest like early 1980s CompuServe style graphics that are just a :-) or a little you know, bouncing happy cloud or something and for some reason when I get that I'm like "oh look I did this extra effort and I got a smiley face!" it makes me very happy and it's so stupid and I'm embarrassed. versatility I love that it has multiple functions, and that it gets better over time. It isn't a one trick pony. The fact that it does multiple things keeps me wearing it. At one point I had a pedometer that I carried with me. It was good, but only a pedometer. Over time I got bored with it and decided to stop carrying it. The other features keep me carrying it, and it keeps me trying to do better with my fitness goals. UX (easy to use) This video is about how I liked the simplicity of my tracker. I think it made it easier for me to use. I don't like when things are over complicated so I feel like this is really nicely streamlined and it made me want to use it more when i worked out. Consistantly motivating/activity data My favorite thing about my Fitbit is that by tracking my steps it keeps me motivated to move throughout the day. I also like to know my active steps as well It moves me to move and adds a sense of competition with myself to the day Having some health problems ! ! Hard to be different Diet hard to handle Withdrawal from social contacts Take an active stand not to adhere Main problems with stomach pain before ! ! Hard to be different ! ! Hard with gluten-free food ! ! Quit eating ing School Avoid going out to eat ! ! Quit gluten-free food Feel mentally better Can live a normal life SUBCATEGORIES CATEGORIESCODESTEXT SOMETHING WAS WRONG AND THEN CHANGED TO THE BETTER TREATMENT NOT WORTH THE PRICE OTHER SUBCATEGORIESOTHER CODESOTHER TEXT SEGMENTS “It was both fun and boring to know that I had gluten intolerance because earlier I had so many problems with stomach pain, but it was also hard to be different. ! I thought it was hard with the gluten free food. It wasn’t good and there were so many questions from everywhere. Finally I quit eating in school and avoided going out to eat with friends. ! Today I have totally quit the gluten free food. My stomach problems have come back but I feel better mentally. I can live a normal life now, except I have a little stomach pain.” } } } } } } } Sample Approach Balancing health benefits and social sacrifices: a qualitative study of how screening-detected celiac disease impacts adolescents' quality of life. Rosén A, Ivarsson A, Nordyke K, Karlsson E, Carlsson A, Danielsson L, Högberg L, Emmelin M - BMC Pediatr (2011)
  30. ©gotoresearch 2016 all rights reserved CODING DETAIL inconspicuousness The tracker is not intrusive which encourages me to wear and use it daily It allows me to wear it 24x7 without feeling like I'm forcing myself to do it. easy to sync/devices I love how easy it is to sync it to any mobile device through Bluetooth - I use it to sync to my iPhone and iPad a lot and it's very quick and simple I love the ability to dig into my stats/progress and see active Mounties, steps taken throughout the day - having the visibility to all of this encourages me to push on/improve easy to sync/devices/apps How my Fitbit syncs with many different apps and also iOS and android I can use it with many different programs and different Fitness incentives Consistantly motivating/activity data I love that it's a Bible to fitness it gives me the exact numbers I can go into weight loss and fitness with exact science and I can prevent weight gain its it's the most important part of my health and fitness routine there's no way that I The fact that it tells me what I can do what I can eat when I need to be more active is very important it's motivating and make sure that I don't slack off during the day and make sure that I do everything in my power each day to hit my goal if it didn't motivate me and remind me I think that I would easily Consistantly motivating/encouragements The silly graphics and :-) encouragements that I get from my fit bit when I do an extra burst of energy. It sounds stupid because they really are the crudest like early 1980s CompuServe style graphics that are just a :-) or a little you know, bouncing happy cloud or something and for some reason when I get that I'm like "oh look I did this extra effort and I got a smiley face!" it makes me very happy and it's so stupid and I'm embarrassed. versatility I love that it has multiple functions, and that it gets better over time. It isn't a one trick pony. The fact that it does multiple things keeps me wearing it. At one point I had a pedometer that I carried with me. It was good, but only a pedometer. Over time I got bored with it and decided to stop carrying it. The other features keep me carrying it, and it keeps me trying to do better with my fitness goals. UX (easy to use) This video is about how I liked the simplicity of my tracker. I think it made it easier for me to use. I don't like when things are over complicated so I feel like this is really nicely streamlined and it made me want to use it more when i worked out. Consistantly motivating/activity data My favorite thing about my Fitbit is that by tracking my steps it keeps me motivated to move throughout the day. I also like to know my active steps as well It moves me to move and adds a sense of competition with myself to the day “The fact that it does multiple things keeps me wearing it. At one point I had a pedometer that I carried with me. It was good, but only a pedometer. Over time I got bored with it and decided to stop carrying it. The other features keep me carrying it, and it keeps me trying to do better with my fitness goals.” I love that it has multiple functions, and that it gets better over time. It isn't a one trick pony. versatility Text! (open ended) Probe ! (clarification) Code! (category) } } Specific Example: Fitness Tracker Research
  31. ©gotoresearch 2016 all rights reserved ! ! Concurrent 1-week or 2-week diary studies can be used to gather theme based data. Data snippets provide written responses to targeted questions around behavior and usage. Grounded Theory: ! Uses a variety of data sources, including quantitative data, review of records, interviews, observation and surveys. CODING DETAIL Specific Example: Fitness Tracker Research
  32. ©gotoresearch 2016 all rights reserved Compare attitudes, beliefs and behaviors between participants to build a spectrum (spectra) we use to develop behavioral personas and groupings of themes and attitudes. ! These lead to Mental Model and Journey Maps outlining pain points, needs and opportunities. CODING DETAIL Constant Comparison Methodology
  33. ©gotoresearch 2016 all rights reserved ACTIONABLE DELIVERABLES Sample Mental Model (generic data)
  34. ©gotoresearch 2016 all rights reserved ACTIONABLE DELIVERABLES
  35. ©gotoresearch 2016 all rights reserved
  36. ©gotoresearch 2016 all rights reserved Kelly Goto @go2girl kelly@gotoresearch.com Join our mailing list! ! Empower your UX research team Virtual Seminars Series UX Focus 2016 Targeted | Focused | Actionable EMPOWER YOUR UX RESEARCH TEAM Find out more: www.gotoresearch.com/education hello@gotoresearch.com a division of gotomedia LLC
  37. Appendix Grounded Theory Research Method http://www.socialresearchmethods.net/kb/qualapp.php ! Sample Study: Dental Practice in the AU https://bmcmedresmethodol.biomedcentral.com/articles/10.1186/1471-2288-11-128 ! Balancing health benefits and social sacrifices: a qualitative study of how screening-detected celiac disease impacts adolescents' quality of life. Rosén A, Ivarsson A, Nordyke K, Karlsson E, Carlsson A, Danielsson L, Högberg L, Emmelin M - BMC Pediatr (2011) https://openi.nlm.nih.gov/detailedresult.php?img=3120678_1471-2431-11-32-1&req=4 ! Glaser, B. & Strauss, A. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Chicago: Aldine. ! Strauss, A. & Corbin, J. (1994). "Grounded Theory Methodology." In NK Denzin & YS Lincoln (Eds.) Handbook of Qualitative Research (pp. 217-285). Thousand Oaks, Sage Publications. ! Small Sample Size http://iacis.org/jcis/articles/JCIS54-2.pdf 37

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