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Guerrilla User Research - Confab Intensive 2016

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Guerilla research techniques for content minded professionals

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Guerrilla User Research - Confab Intensive 2016

  1. 1. Guerilla User Research @meaningmeasure Misty Weaver
  2. 2. I teach at the UW iSchool #guerrillaUX @meaningmeasure
  3. 3. Really, I help organizations make the right content for the right people on the right channels.
  4. 4. My Typical Content Strategy Workflow Research Touch points, task flow Brand, style, voice & tone guides Content mapping Core model Site map PDD Proto-content wireframe Brief Page tables Content pattern library (Interface) copywriting A/B and other testing Measurement Optimization Revision
  5. 5. Some Business
  6. 6. Definitions
  7. 7. Techniques
  8. 8. Tools
  9. 9. Resources
  10. 10. Guerrilla
  11. 11. Guerrilla
  12. 12. Low Cost
  13. 13. Low on Time
  14. 14. Buy-in optional
  15. 15. http://www.slideshare.net/RuthEllison/guerrilla-user-design-research-final/15-Inform_the_designDesign_build_on
  16. 16. Project Management User Research Content Strategy SEO / PPC Dev Visual Design Analytics Interaction Design Social Media So much for the T-model
  17. 17. User research vs User testing
  18. 18. https://userbrain.net/blog/7-step-guide-guerrilla-usability-testing-diy-usability-testing-method
  19. 19. Who does the research?
  20. 20. Features Structure Message
  21. 21. Message can inform structure and features
  22. 22. Gathering Testing Targeting
  23. 23. Primary Secondary
  24. 24. Qualitative Quantitative
  25. 25. Real time or Asynchronous
  26. 26. Data @natearcher
  27. 27. Why?
  28. 28. How much? Who cares? How long?
  29. 29. Techniques
  30. 30. Interview
  31. 31. Interview
  32. 32. Journalistic Open ended Use prompts Curiosity Delay judgment and opinion http://www.contentstrategyinc.com/get-what-you-need-learning-from-journalism-when-interviewing-stakeholders-and-audiences/
  33. 33. From the librarians: The 5 whys https://en.wikipedia.org/wiki/5_Whys
  34. 34. Take turns being Note-taker, Interviewer, and Interviewee Form groups of 3 (if 4, 2 notetakers) Ask questions from page 2 of handout 4 minutes per session *If 4 members, 1 skips interviewee role
  35. 35. Get your interview on http://azadux.com/spotshop/
  36. 36. Coffees Orteas… Informal Or personal…
  37. 37. Coffeeshops Goaheadandcallthecops… https://medium.com/bridge-collection/a-guerilla-usability-test-on-dropbox-photos-e6a1e37028b4#.ifhiuesl9
  38. 38. https://www.interaction-design.org/literature/article/the-pros-and-cons-of-guerrilla-research-for-your-ux-project
  39. 39. Taking itto the streets Getyourgorilla suiton In store On campus On main street
  40. 40. Catherine Ho, REI http://www.slideshare.net/UXPA/employee-tools- dont-have-to-suck-how-rei-upleveled-their-retail-service-design- through-user-research
  41. 41. https://uxmag.com/articles/tips-for-guerrilla-research-with-teenagers
  42. 42. http://www.mutedialogue.com/work/guerilla-research-and-rapid-prototyping/
  43. 43. Embedding SecretShopperStrategy There’s nothing like being there
  44. 44. 0-1-2 No way. Meh. Yay!Likert Scales Meh.
  45. 45. Talk Listen
  46. 46. Interview all the ways In-person Online On the phone One on one In groups On the street In private In public Record Take notes Formal questionnaire A or B Conversation
  47. 47. Finding people Ask your client Friends Family Co-workers Professional Network Ask online Go to the location Go to likely locations Find online groups or forums Sales people Customer Service Colleagues who work with those users
  48. 48. Techniques Interviews Surveys/Questionnaires Card sort or test Opinion poll Task walk-through
  49. 49. Other techniques Danielle Cooley http://www.slideshare.net/dgcooley/field-research-for-user-experience-9698347
  50. 50. Build your research program Why What HowWho When Where
  51. 51. Empathy vs Targeting
  52. 52. Empathy Map http://gamestorming.com/core-games/empathy-mapping/ https://uxmag.com/articles/how-to-use-persona-empathy-mapping
  53. 53. Empathy Map Activity
  54. 54. Tools for gathering
  55. 55. Structure & Labels
  56. 56. Optimal Workshophttps://www.optimalworkshop.com/
  57. 57. User Testing https://www.usertesting.com/faq
  58. 58. Google
  59. 59. Tools for targeting
  60. 60. Your analytics Unique Visitors Unique Visits Bounce rate Time on page Next steps/traffic sources
  61. 61. You down with OPD?
  62. 62. SEM Rush
  63. 63. BuzzSumo
  64. 64. Phew! There’s Pew
  65. 65. Best Practices https://www.nngroup.com/reports/
  66. 66. http://baymard.com/research
  67. 67. User Journeys (a fast hack)
  68. 68. http://review.content-science.com/2016/07/qa-with-donna-lichaw-author-of-the-users-journey-storymapping-products/
  69. 69. http://rosenfeldmedia.com/books/storymapping/
  70. 70. Inform Answer Educate Themes Evergreen Promotion
  71. 71. But understand real users don’t follow ideal paths. Cover all of their connections in your content mapping.
  72. 72. Map content to real but ideal user journeys
  73. 73. Readings http://rosenfeldmedia.com/books/ http://www.slideshare.net/RuthEllison/guerrilla-user-design-research-final/15-Inform_the_designDesign_build_on https://userbrain.net/blog/7-step-guide-guerrilla-usability-testing-diy-usability-testing-method http://www.uxbooth.com/articles/guerrilla-research-tactics-tools/ https://uxmag.com/articles/getting-guerrilla-with-it https://www.interaction-design.org/literature/article/the-pros-and-cons-of-guerrilla-research-for-your-ux-project https://uxmag.com/articles/tips-for-guerrilla-research-with-teenagers http://www.foolproof.co.uk/thinking/the-hidden-value-of-guerrilla-research/ http://civicmediaproject.org/works/civic-media-project/guerrillaresearchtacticsgrt https://www.gov.uk/service-manual/user-centred-design/user-research/guerrilla-testing.html https://www.uie.com/brainsparks/2016/08/12/the-right-way-to-train-the-wrong-way-research-ui-conference-podcast/ https://uxmag.com/articles/how-to-use-persona-empathy-mapping http://gamestorming.com/core-games/empathy-mapping/ https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/ http://uxmastery.com/how-to-create-a-customer-journey-map/ http://rosenfeldmedia.com/books/storymapping/ http://alistapart.com/article/the-users-journey http://review.content-science.com/2016/07/qa-with-donna-lichaw-author-of-the-users-journey-storymapping-products/
  74. 74. Tools http://optimalworkshop.com http://usertesting.com http://www.semrush.com http://buzzsumo.com
  75. 75. Thank you! I’ve been @meaningmeasure Misty Weaver

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