Which research when

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You are doing the wrong UX research!

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Which research when

  1. 1. You’re DoingThe Wrong Research Laura Klein @lauraklein laura@usersknow.com http://www.usersknow.com Wednesday, December 5, 2012
  2. 2. GET OUT OFTHE BUILDING! @lauraklein Wednesday, December 5, 2012
  3. 3. WhatYou Expect @lauraklein 1. Get out of the building 2.Talk to “users” 3. Profit Wednesday, December 5, 2012
  4. 4. What Really Happens @lauraklein 1. Get out of the building 2. [A lot of really hard work] 3. Profit???? Wednesday, December 5, 2012
  5. 5. @lauraklein Let’s figure out that middle bit... Wednesday, December 5, 2012
  6. 6. How Many Ways AreYou ListeningTo Users? @lauraklein Did you know that there are dozens of ways to do this? Wednesday, December 5, 2012
  7. 7. Here Are A Few OfThem @lauraklein Task Based Usability Analytics Observational Usability NPS Surveys New User Interviews A/BTesting Landing Pages Wizard of Oz Product Stubs (Fake Doors) Customer Development Interviews Prototype Usability Sales SurveysFocus Groups Brain Imaging (yes, really!) Guerilla UserTests UnmoderatedTesting ClickTests Wednesday, December 5, 2012
  8. 8. @lauraklein I’m not going to teach you how to do all of those today. (You’re welcome.) Wednesday, December 5, 2012
  9. 9. @lauraklein What you want to learn determines the type of research you need to do! Wednesday, December 5, 2012
  10. 10. You Only NeedTo Know About TwoTypes Of Research* @lauraklein Generative & Evaluative *for now Wednesday, December 5, 2012
  11. 11. Generative Research @lauraklein You want to know what to do next. Wednesday, December 5, 2012
  12. 12. You Don’t Have An Idea @lauraklein Find a great idea by learning about problems within specific markets. Best Methods: •Contextual Inquiry •Customer Development Interviews Wednesday, December 5, 2012
  13. 13. LikeThis @lauraklein Wednesday, December 5, 2012
  14. 14. You Have A Great Idea (maybe) @lauraklein Learn more about your potential customers and figure out what’s necessary for an MVP. Best Methods: •Contextual Inquiry •Customer Development Interviews •Observational Studies of Competitive Products Wednesday, December 5, 2012
  15. 15. LikeThis @lauraklein Wednesday, December 5, 2012
  16. 16. You Have An MVP & WantTo Know How People Use It @lauraklein Understand more about your users and what they’re really doing with your product. Best Methods: •Observational Studies •Diary Studies •Analytics Wednesday, December 5, 2012
  17. 17. LikeThis @lauraklein Wednesday, December 5, 2012
  18. 18. OrThis @lauraklein Wednesday, December 5, 2012
  19. 19. See A Pattern? @lauraklein Generative research is about Generating Ideas. Wednesday, December 5, 2012
  20. 20. Evaluative Research @lauraklein You want to know if what you did was right. Wednesday, December 5, 2012
  21. 21. You’re Doing A Redesign & Want To Make Sure It’s Better @lauraklein See whether users can perform key tasks in your product easily and without confusion. Best Methods: •Task Based UsabilityTests •Observation of Interactive Prototypes Wednesday, December 5, 2012
  22. 22. LikeThis @lauraklein Wednesday, December 5, 2012
  23. 23. You Created A New Landing Page & WantToTest Messaging @lauraklein Understand whether users really understand your new tag line, and whether your messaging conveys what you think it should. Best Methods: •Five SecondTests •Guerilla Usability •A/BTests Wednesday, December 5, 2012
  24. 24. LikeThis @lauraklein Wednesday, December 5, 2012
  25. 25. You’reThinking Of Adding A Feature @lauraklein Validate whether or not it’s a good idea before spending time designing and building it. Best Methods: •Feature Stubs (Fake Doors) •Wizard of Oz Features Wednesday, December 5, 2012
  26. 26. LikeThis @lauraklein “This feature is coming soon!” Wednesday, December 5, 2012
  27. 27. You Added A Feature & WantTo KnowThe Impact @lauraklein Learn whether your changes improve both the user experience and your key business metrics. Best Methods: •Customer Interviews •Observation Studies •A/BTest Against Control •Analytics Wednesday, December 5, 2012
  28. 28. LikeThis @lauraklein Wednesday, December 5, 2012
  29. 29. See A Pattern? @lauraklein Evaluative research is about Validating Hypotheses. Wednesday, December 5, 2012
  30. 30. @lauraklein Did you notice that some methods are quantitative? That’s because Qualitative Research sucks for some things. Wednesday, December 5, 2012
  31. 31. @lauraklein Quantitative Research tells you what. Qualitative Research tells you why. Wednesday, December 5, 2012
  32. 32. @lauraklein Some Common Questions Wednesday, December 5, 2012
  33. 33. What Are Some Good Research MethodsThat Don’t Involve People OutsideThe Company? @lauraklein (This page intentionally left blank) Wednesday, December 5, 2012
  34. 34. But What If I’m Solving My Own Problem? @lauraklein That depends. How many of you are there? Wednesday, December 5, 2012
  35. 35. What If I Don’t Have Any Users? @lauraklein Get some. Wednesday, December 5, 2012
  36. 36. But What If I Can’t Get Enough Users For Quantitative Research? @lauraklein Rely more heavily on Qualitative Research. Wednesday, December 5, 2012
  37. 37. Ok,YourTurn Wednesday, December 5, 2012
  38. 38. Exercise! @lauraklein Type Metric Plan Fill this in with real life examples of some research. Wednesday, December 5, 2012
  39. 39. Example! @lauraklein Type Metric Plan Generative Observational Testing Revenue Observe 4 people who have never used the product before go through the payment flow to find pain points that are causing drop off in the funnel. Generate ideas for fixing those usability bugs. Evaluative 5 SecondTest Sign Up Test whether potential users understand the new messaging on the home page by running 20 people who have never seen the site before through a 5 second test and asking the question,“What does this product do?” Wednesday, December 5, 2012
  40. 40. More Questions? You know where to find me... @lauraklein laura@usersknow.com http://www.usersknow.com pssst...this will all be in the book! To be published by O’Reilly in early 2013. Wednesday, December 5, 2012

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