UX Research for Startups Olga Smyslova
Me, Myself, and I   <ul><li>Moscow State University, Psych Department: all about hackers   </li></ul><ul><li>Usability, Us...
This Presentation: <ul><li>Why UX? </li></ul><ul><li>What UX - methods, tips and tricks </li></ul><ul><li>Cheat-cheats and...
What UX? Why UX?   <ul><li>Because this is what users want. </li></ul><ul><li>Because otherwise they close the window or a...
Most Usable Products?  <ul><li>The simpler, the better... </li></ul>
Example of a bad UX –  a recent story <ul><li>Imagine that you owe an HP EliteBook laptop and at some point you cannot get...
Why Test?   <ul><li>Because you cannot ship your brains   and eyes  to all of your users. </li></ul>
 
User Centered Design Process
UX Method Goal Qual/Quant Contextual inquiries/field studies  Users wants and needs, workflow, tasks Qualitative, observat...
Contextual inquiries <ul><li>When task flows and users’ needs are not clear </li></ul><ul><li>Interviews or observation  <...
Surveys <ul><li>Quickly get feedback from many users </li></ul><ul><li>Cheap and effective </li></ul><ul><li>Useful to set...
Focus groups <ul><li>Good when you have no clue what your users want </li></ul><ul><li>You will need 10-15 people </li></u...
Card sorts <ul><li>When you need to organize content on the site </li></ul><ul><li>Your own card sort can help…  </li></ul...
Usability studies <ul><li>Use prototypes: web, paper; wireframes </li></ul><ul><li>Test early </li></ul><ul><li>Test all c...
A/B  Testing  <ul><li>All major websites are doing it </li></ul><ul><li>You can do it too </li></ul><ul><li>Use Google Ana...
How to test?  <ul><li>Create a list of tasks first (relevant, easy to understand for the users) </li></ul><ul><li>Don't pu...
Crowdsoursing <ul><li>is a way for a startuper to create something, using nothing...  </li></ul><ul><li>or almost nothing....
There are many people out there <ul><li>…  who have nothing to do, but review our wireframes, workflows, and websites… </l...
They may not be our target audience… <ul><li>But they still can give us valuable feedback </li></ul>Photo by Samasource.org
…  and there are many services that are helping us meet these people or help us with tools for a meeting
Pricing <ul><li>Free in exchange for testing </li></ul><ul><li>First test is free/first N responses are free </li></ul><ul...
You test for me, I’ll test for you
 
Usabilla.com <ul><li>Lets you run 1 free test at a time </li></ul><ul><li>No options to customize your test </li></ul>
Service offers to show one page to the users and ask them a set of pre-defined questions.  There are ways to customize que...
Heatmaps: CrazyEgg
ClickDensity: a free 30-day trial (1 page, 5000 clicks)
Card-sorting tools: X-Sort and WebSort <ul><li>Free </li></ul><ul><li>Don’t offer you study participants </li></ul><ul><li...
X-sort – Mac only
X-sort
X-sort
X-sort: reports
Amazon Mechanical Turk <ul><li>A meeting place for “employers” and “employees” </li></ul><ul><li>“ Artificial” Artificial ...
HIT examples: <ul><li>Filtering images </li></ul><ul><li>Sorting items for online stores </li></ul><ul><li>Answering surve...
Advantages <ul><li>HITS are priced from 1 cent to a couple of dollars  </li></ul><ul><li>Number of users + shared work = s...
Disadvantages <ul><li>You will have to clean the data from bots and dishonest turkers </li></ul><ul><li>Not-user friendly ...
 
TheSheepMarket.com
Too many services to compare http://www.idea.org/blog/2011/10/24/usability-and-user-experience-testing-options/
Inspiration/Cheating tools <ul><li>www.scrnshots.com </li></ul><ul><li>www.palletelovers.com  </li></ul><ul><li>www.iconfi...
Game Mechanics and Flow Experience <ul><li>Mihaly Csikszentmihalyi  </li></ul><ul><li>  </li></ul><ul><li>&quot;Between Bo...
Flow Experience:  <ul><li>Match between challenges and skills </li></ul><ul><li>Clear goals  </li></ul><ul><li>Clear and i...
Dimensions/Components of Flow:  <ul><ul><li>Clear goals  </li></ul></ul><ul><ul><li>Concentration  </li></ul></ul><ul><ul>...
Flow Deprivation Experiment <ul><li>Study participants had to stop each time when they felt they experience flow.  </li></...
Experience Sampling Method <ul><li>- using pagers (now it can be cell-phones or Internet) </li></ul><ul><li>- interrupting...
Bolt|Peters: Spore Game Study <ul><li>Similar methodology, but: </li></ul><ul><li>  </li></ul><ul><li>Not ESM, because par...
Games and Usability - isn't it irrelevant?  <ul><li>Try to find a way in this maze:  </li></ul><ul><li>How much time do yo...
Create the right challenges
Keep in mind users abilities
How to track users' satisfaction? Net Promoter Score How likely are you to recommend company/brand/product X to a friend/c...
Net Promoter Score: what to do with it
 
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Ux research for_startups

  1. 1. UX Research for Startups Olga Smyslova
  2. 2. Me, Myself, and I <ul><li>Moscow State University, Psych Department: all about hackers  </li></ul><ul><li>Usability, User (Experience) Research, Quantitative Research, Interaction Design </li></ul><ul><li>  </li></ul><ul><li>UX Researcher @ Kaiser Permanente </li></ul><ul><li>  </li></ul><ul><li>Great UX, crowdsoursing, anything internal motivation </li></ul><ul><li>Data: qual and quant when tied together </li></ul>
  3. 3. This Presentation: <ul><li>Why UX? </li></ul><ul><li>What UX - methods, tips and tricks </li></ul><ul><li>Cheat-cheats and crowdsourcing </li></ul><ul><li>Game mechanics - flow  </li></ul><ul><li>Tracking user satisfaction in games (and not only games) </li></ul>
  4. 4. What UX? Why UX? <ul><li>Because this is what users want. </li></ul><ul><li>Because otherwise they close the window or app.  </li></ul><ul><li>Don't make users think  </li></ul><ul><li>Who on Earth wants to think &quot;what was your thinking when developing this?&quot; </li></ul>
  5. 5. Most Usable Products? <ul><li>The simpler, the better... </li></ul>
  6. 6. Example of a bad UX – a recent story <ul><li>Imagine that you owe an HP EliteBook laptop and at some point you cannot get Internet connection....  </li></ul><ul><li>Where is wireless switch? </li></ul>
  7. 7. Why Test? <ul><li>Because you cannot ship your brains and eyes to all of your users. </li></ul>
  8. 9. User Centered Design Process
  9. 10. UX Method Goal Qual/Quant Contextual inquiries/field studies Users wants and needs, workflow, tasks Qualitative, observation, several people Surveys Users wants and needs, competitors perception Quantitative, many users Focus groups Users wants and needs Qualitative Card sorts Organize information on the website/in the app Qualitative Usability study Find usability bloopers, test for user acceptance Qualitative A/B testing Find usability bloopers, choose between designs Quantitative, 1-10% of your users
  10. 11. Contextual inquiries <ul><li>When task flows and users’ needs are not clear </li></ul><ul><li>Interviews or observation </li></ul><ul><li>Non-intrusive </li></ul><ul><li>Gather all artifacts </li></ul><ul><li>Results: use case scenarios and task flows </li></ul>
  11. 12. Surveys <ul><li>Quickly get feedback from many users </li></ul><ul><li>Cheap and effective </li></ul><ul><li>Useful to set up priorities for further development </li></ul><ul><li>Answer to a question “What is wrong? What is important?” </li></ul>
  12. 13. Focus groups <ul><li>Good when you have no clue what your users want </li></ul><ul><li>You will need 10-15 people </li></ul><ul><li>And good moderating skills </li></ul><ul><li>But can get a gracious solutions in an hour </li></ul>
  13. 14. Card sorts <ul><li>When you need to organize content on the site </li></ul><ul><li>Your own card sort can help… </li></ul><ul><li>But it can be invalid too </li></ul><ul><li>So better get more people </li></ul>
  14. 15. Usability studies <ul><li>Use prototypes: web, paper; wireframes </li></ul><ul><li>Test early </li></ul><ul><li>Test all changes </li></ul><ul><li>Test over Skype </li></ul><ul><li>Test in a coffee shop </li></ul>
  15. 16. A/B Testing <ul><li>All major websites are doing it </li></ul><ul><li>You can do it too </li></ul><ul><li>Use Google Analytics </li></ul>
  16. 17. How to test? <ul><li>Create a list of tasks first (relevant, easy to understand for the users) </li></ul><ul><li>Don't push, don't critisize </li></ul><ul><li>Don't prime with your own questions </li></ul>
  17. 18. Crowdsoursing <ul><li>is a way for a startuper to create something, using nothing...  </li></ul><ul><li>or almost nothing... </li></ul>
  18. 19. There are many people out there <ul><li>… who have nothing to do, but review our wireframes, workflows, and websites… </li></ul>
  19. 20. They may not be our target audience… <ul><li>But they still can give us valuable feedback </li></ul>Photo by Samasource.org
  20. 21. … and there are many services that are helping us meet these people or help us with tools for a meeting
  21. 22. Pricing <ul><li>Free in exchange for testing </li></ul><ul><li>First test is free/first N responses are free </li></ul><ul><li>Paid services </li></ul>
  22. 23. You test for me, I’ll test for you
  23. 25. Usabilla.com <ul><li>Lets you run 1 free test at a time </li></ul><ul><li>No options to customize your test </li></ul>
  24. 26. Service offers to show one page to the users and ask them a set of pre-defined questions. There are ways to customize questions, but they are for paid users only
  25. 27. Heatmaps: CrazyEgg
  26. 28. ClickDensity: a free 30-day trial (1 page, 5000 clicks)
  27. 29. Card-sorting tools: X-Sort and WebSort <ul><li>Free </li></ul><ul><li>Don’t offer you study participants </li></ul><ul><li>Offer analysis and outcome of card sort </li></ul>
  28. 30. X-sort – Mac only
  29. 31. X-sort
  30. 32. X-sort
  31. 33. X-sort: reports
  32. 34. Amazon Mechanical Turk <ul><li>A meeting place for “employers” and “employees” </li></ul><ul><li>“ Artificial” Artificial Intelligence: turkers work on easy, simple tasks that cannot be done by a computer, but can be done by people </li></ul>
  33. 35. HIT examples: <ul><li>Filtering images </li></ul><ul><li>Sorting items for online stores </li></ul><ul><li>Answering surveys </li></ul><ul><li>Filling in forms </li></ul><ul><li>Usability studies </li></ul><ul><li>Making pictures </li></ul>
  34. 36. Advantages <ul><li>HITS are priced from 1 cent to a couple of dollars </li></ul><ul><li>Number of users + shared work = saved time </li></ul><ul><li>Ability to “prescreen” turkers before giving them HITs </li></ul>
  35. 37. Disadvantages <ul><li>You will have to clean the data from bots and dishonest turkers </li></ul><ul><li>Not-user friendly interface </li></ul>
  36. 39. TheSheepMarket.com
  37. 40. Too many services to compare http://www.idea.org/blog/2011/10/24/usability-and-user-experience-testing-options/
  38. 41. Inspiration/Cheating tools <ul><li>www.scrnshots.com </li></ul><ul><li>www.palletelovers.com  </li></ul><ul><li>www.iconfinder.com </li></ul><ul><li>Google </li></ul><ul><li>Google  </li></ul><ul><li>Google </li></ul>
  39. 42. Game Mechanics and Flow Experience <ul><li>Mihaly Csikszentmihalyi  </li></ul><ul><li>  </li></ul><ul><li>&quot;Between Boredom and Anxiety&quot; </li></ul>«Опыт потока – особое состояние поглощенности деятельностью, при котором действие следует за действием согласно своей внутренней логике, а результат отходит в сознании на второй план»
  40. 43. Flow Experience: <ul><li>Match between challenges and skills </li></ul><ul><li>Clear goals </li></ul><ul><li>Clear and immediate feedback </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  41. 44. Dimensions/Components of Flow: <ul><ul><li>Clear goals  </li></ul></ul><ul><ul><li>Concentration  </li></ul></ul><ul><ul><li>Merging of action and awareness  </li></ul></ul><ul><ul><li>Distorted sense of time </li></ul></ul><ul><ul><li>Sense of Control </li></ul></ul><ul><ul><li>A lack of awareness </li></ul></ul><ul><ul><li>Absorption  </li></ul></ul>
  42. 45. Flow Deprivation Experiment <ul><li>Study participants had to stop each time when they felt they experience flow.  </li></ul><ul><li>It doesn't feel good at all. </li></ul>
  43. 46. Experience Sampling Method <ul><li>- using pagers (now it can be cell-phones or Internet) </li></ul><ul><li>- interrupting participants' activities  </li></ul><ul><li>- asking for an immediate feedback  </li></ul><ul><li>- as non-retrospective as possible </li></ul>
  44. 47. Bolt|Peters: Spore Game Study <ul><li>Similar methodology, but: </li></ul><ul><li>  </li></ul><ul><li>Not ESM, because participants hated to be interrupted </li></ul><ul><li>Simple &quot;Emoticon's Feedback&quot; </li></ul><ul><li>Recreated &quot;home environment&quot;  </li></ul><ul><li>&quot;Remote study&quot; - talking to players through the network </li></ul><ul><li>http://www.boxesandarrows.com/view/researching-video </li></ul>
  45. 48. Games and Usability - isn't it irrelevant? <ul><li>Try to find a way in this maze:  </li></ul><ul><li>How much time do you need? </li></ul>
  46. 49. Create the right challenges
  47. 50. Keep in mind users abilities
  48. 51. How to track users' satisfaction? Net Promoter Score How likely are you to recommend company/brand/product X to a friend/colleague/relative?
  49. 52. Net Promoter Score: what to do with it

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