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No Design without Research


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Published in: Business, Technology
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No Design without Research

  1. 1. Image Attribution: Flickr User (nz)dave Frontend conference Zurich 2012 Memi Beltrame No Design without Research
  2. 2. Trust me
  3. 3. THis is you:
  4. 4. Designer Ever All they want is PONies
  5. 5. your Customer:
  6. 6. The Price you payfor making Business Drinkable Rainbows! Want!!!
  7. 7. «They‘re Never Gonna Pay for it» YOUR MISSIONMake the Customer want tohave the best for the users
  8. 8. Research
  9. 9. « In God We trust,The rest Bring Data » W. Edwards Deming
  10. 10. Gut feeling takes you only so far.(So does research, btw)
  11. 11. Benefits of Research★ Handles Assumptions★ Helps to understand★ Helps to focus
  12. 12. Research confrontsexisting assumptions.
  13. 13. Customers stick totheir assumptions. Relentlessly.
  14. 14. Focus on what matters
  15. 15. You Don‘t Sell Features,You Built Features.You Sell Benefit.Mike Monteiro
  16. 16. You Don‘t Sell Features,You Built Features.You Sell Benefit.Mike Monteiro
  17. 17. Barriers to Research★ Money (and time)★ Assumptions on Scope
  18. 18. Money «They‘re NeverGonna Pay for it»
  19. 19. Don‘t Low-Ball, Don‘t ForecloseLet the customer say no.
  20. 20. Research: The Price you payfor making Business
  21. 21. Scope«We know what we want, Here are the Specs »
  22. 22. Say No.Implementing specs is notdesign, it‘s decoration
  23. 23. «We Need a Redesign»
  24. 24. «We Need a Redesign» «I Need A Bypass»
  25. 25. Scope«We did Market Research»
  26. 26. Market ResearchOFTEN FOCUSES ON THE PEOPLE who buy the Productand IGNORES THOSE Who use it
  27. 27. Catfood
  28. 28. Types of Research★ Other‘s Research★ Stakeholder Research★ User Research
  29. 29. Other‘s Research it! ! ET AP G E ‘S CH IT
  30. 30. 10% of menare color blind
  31. 31. 1 in 10 men can‘t see a difference here:
  32. 32. Smartphone Operating Systems in CH Android 23% iPhone 52% 5% Windows 6% 4% Symbian 10% Others I don‘t know
  33. 33. Stakeholders
  34. 34. Identifying Stakeholders ★ Decision Makers ★ Funders ★ Champions ★ Showstoppers ★ Affected People
  35. 35. You should get to say who has a seat at the table.
  36. 36. Stakeholder Research ★ Get to know the business ★ Find out about strategy & scope ★ Learn about perceived risks ★ Content Strategy: Find out about the creation, delivery and governace of content
  37. 37. Stakeholder researchStrategy & scope ➔ Determine Target-groups: Who are we focussing on, who explicitly not.
  38. 38. Stakeholder researchStrategy & scope ➔ Elevator pitch: Formulate a concise vison for the project
  39. 39. Stakeholder researchStrategy & scope ➔ Business value poker: find out which parts of the project matter to the customer.
  40. 40. Stakeholder researchRisk assessment ➔ „Pre Mortem“ activity to give the customer an early opportunity to express fears
  41. 41. Stakeholder researchContent Strategy
  42. 42. A Note of Warning
  43. 43. Stakeholder researchContent Strategy★ Content Audit: assess all available content and define its state (Redundant, Outdated, Irrelevant)★ Define what is to happen with the content until when★ Help establish ownership & responsibility
  44. 44. Content Audit
  45. 45. Crucial AutomateLong-Lasting Short-lived Get Rid of Trivial
  46. 46. ➔ The usage of real data for designs implies the existence of real data!
  47. 47. Users
  48. 48. User Research Methods Analysis Userstatistics What people did Observation Contextual User Diary Observation Inquiry What people do Focus Groups Structured Interviews Unstructured Surveys Inquiry interviews What people say Quantitative Quantitative Why and how? How many? How often?Source: Moser, Chistian „User Experience Design“. 2012, Springer Vieweg
  49. 49. User Research★ Find out what users really need★ Find out how they react to your work★ Find out how they behave
  50. 50. User researchFind out user needs ➔ User workshops ➔ Card sorts
  51. 51. User researchFind out user needs★ User interviews★ User observation
  52. 52. User researchFind out user reaction ➔ Test running site to find out shortcomings
  53. 53. User researchFind out user reaction ➔ Test prototypes in user tests
  54. 54. User researchFind out user reaction ➔ Test navigations in tree-tests
  55. 55. User researchFind out user behaviour ➔ Analyse Server Logs and User Data
  56. 56. User researchFind out user behaviour★ Site search Analysis★ Use Anlytics to create funnels and track user behaviour
  57. 57. Resources
  58. 58. BooksDave Gray Kim Goodwin Kristina HalvorsonSunni Brown Melissa RachJames Macanufo
  59. 59. Tools http://silverbackapp.com
  60. 60. Recap
  61. 61. Do research.It‘s good for you.
  62. 62. Thanks!On Twitter: @bratwurstkomet I work at Liip, Zurich