Guerilla UX Research

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As designers, we know we should be doing research, testing and iteration as part of our design process, but those things are often what gets bypassed in favour of ‘getting it done’.

This talk will discuss the different types of research we can perform on digital projects, how to conduct effective research, and how to test our designs with real users to uncover important insights into our projects.

I’ll also discuss how to sell the added time and cost to bosses and clients, and how to do it on a shoestring budget.

I’ve performed UX research and testing for a number of our clients at Headspace and I’ve also applied it to our own software startup, so I have good case studies to show a practical application of the knowledge.

Published in: Design, Technology, Business
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Guerilla UX Research

  1. 1. GUERILLA UX RESEARCH by @kyleracki
  2. 2. The typical process
  3. 3. What is UX?
  4. 4. UX is objectively learning about your users’ collective needs, context and behaviour so that you can craft the best possible experience for them.
  5. 5. We know we should do it
  6. 6. What clients think: 1. I know my audience 2. Aren’t you the experts?
  7. 7. Agency Process Kick-off meeting Briefing Online research Design Presentation Feedback/Revisions Approval Launch Invoice/Drink Idea Validate Uncover solution Build MVP Launch MVP Beta Testing Surveys Iterate Launch
  8. 8. What startup founders say: 1. We already talk to our users 2. We already do unit/QA/beta testing
  9. 9. Startup Process Kick-off meeting Briefing Online research Design Presentation Feedback/Revisions Approval Launch Invoice/Drink Idea Validate Uncover solution Build MVP Launch MVP Beta Testing Surveys Iterate Launch
  10. 10. THERE’S NO TIME!
  11. 11. OK, but how do we go about it?
  12. 12. Research steps 1. Define the problem. 2. Select the approach. 3. Plan and prepare. 4. Collect the data. 5. Analyze the data. 6. Report the results.
  13. 13. User Persona
  14. 14. Affinity Diagram
  15. 15. A case study: proposify.biz SHAMELESS PLUG
  16. 16. FART
  17. 17. Old Interface
  18. 18. User Persona’s Jack Brown Job: Freelance copywriter Quote: “Make me look like a rock-star with the least amount of effort on my part” Demographics: 45 year old male. Behaviours: Tasks: Write a proposal after meeting with a potential client who was referred to him Wants: To spend less time on the proposal since as a freelancer, his time is his livelihood Needs: To get a persuasive proposal written the lands him the work Goals: Win the client with a minimal amount of time and effort Emotions: Winning the project makes him feel secure about having enough money for the next 2 months and he goes out to celebrate when he wins the new client. Losing the bid adds stress and anxiety, and now he has to hunt for a new client. Leah MacLeod Job: Account Manager Quote: “Make my job easier by taking hours off of my proposal writing process” Demographics: 28 year old female. Behaviours: Tasks: Respond to RFP, facilitate proposal, involve team for input and ideas Wants: To have more time for working with clients instead of writing a proposal Needs: To try out software that will save time and make the proposal process easier Goals: Win the contract Emotions: Winning the RFP she led will give her a sense of pride and increase the likelihood of promotion. Losing the RFP will cause stress and disappointment, perhaps losing an eventual promotion.
  19. 19. Problems: 1. Hard to get content in 2. Can’t find/reuse content 3. Hard to change/edit theme
  20. 20. New Interface
  21. 21. Recruitment
  22. 22. Qualify subjects
  23. 23. Prepare
  24. 24. Analyze the results
  25. 25. Better agency process USER TESTING Kick-off meeting Briefing Online research Design Presentation Feedback/Revisions Approval Launch Invoice/Drink Launch MVP Beta Testing Surveys Iterate Launch USER RESEARCH/ANALYSIS USER TESTING Idea Validate Uncover solution Build MVP
  26. 26. Better startup process USER TESTING Kick-off meeting Briefing Online research Design Presentation Feedback/Revisions Approval Launch Invoice/Drink Launch MVP Beta Testing Surveys Iterate Launch USER RESEARCH/ANALYSIS USER TESTING Idea Validate Uncover solution Build MVP
  27. 27. Overcoming excuses I know my users
  28. 28. Overcoming excuses Aren’t you the expert?
  29. 29. Overcoming excuses I already do QA/unit/beta testing.
  30. 30. Overcoming excuses There’s no time or money.
  31. 31. Further reading
  32. 32. Thank you. @kyleracki

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