Why you're always wrong: User Research for Start Ups

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From bitspiration 2013 in Krakow: Why your assumptions about your customers are always wrong and what you can do to figure out where you are wrong and how wrong you are. Gives an overview of research methods that you can employ and some tips on using them.

User Research for startups@ bitspiration 2013, Krakow
@bendressler

PsychologyMSc Maastricht University
Games
Usability Analyst
Shop Direct Group
User Research
United Kingdom
Germany
SwedenThe Netherlands

UK‘s
biggesthome
shopping
company
very.co.uk
Littlewoods.comisme.com
Kandco.com
fashionelectricalsjewellery
furniture
toys
beauty
billionrevenue
£ 1.7
$ 2.6
€ 2.0 of which80%is generated
online
40%
of
all
sessions
mobile

by observing
what your users
can easilyuse

User research…
…is a methodology to figure out
how wrong your assumptions are

You are smarter
because…
You are not aware of that
Your observations are biased

What they expect
What they wantHow they want it
don‘t
What they can‘t
What they knowdon‘t
don‘t
What they
perceive
don‘t

Layer 1
Language
Intelligence
MemoryPerception
Motor skills
ContrastsColors
Movement Hearing
Spatial
Verbal
Procedural
Logic
Theory of mind
Processing speed
RecognitionRecall
Self awareness
Reflexes
Aiming Coordination
Deciphering
Producing Interpretating

Layer 2
This is a link
Every browser has a
„back“ button
Grayed out means
„inactive“
Tabs are independent
browser windows
The browser sits on the computer and displays websites
X usually means „close this“
T:thisisapath
Mouse cursor changes indicate
potential actions

How unique is the
proposition?
How
tech-savy
are users?
Reddit
eBay
Farmville
League of Legends
Skype
Photoshop
iPhone
facebook
SPSS
Poker tracker
World of Warcraft
Techcrunch.co
m
9gag.com
Google
Linux
Pebble Watch
Ouya

Virality
Conversion
MAU
NPS
Bounce
Open wallet conversion
Retention
Checkout dropout
Average order value
Friends invited
Average lifetime value

Qualitative Quantitative
Data level
Resources
required
Clicktracking
Live survey
Biometrics
Controlled experiments
Eyetracking
Card sort Web analytics
Survey
Clicktest
Diary study
Techcrunch.co
m
User testing
Google Key task analysis
Split testing
Session replay
Cognitive walkthrough

Top 5 tasks
Supports prioritisation
Representativeness of
users crucial
Key Task Analysis

No cost
User tasks required
Difficult to simulate lack of
knowledge or skill
Cognitive
Walkthrough

All about observing
Possibility to prompt or ask
Most major issues with
five users
User Testing

Check for false affordances
Pen & paper solutions
Quantify results
Clicktest

Open for ideation
Closed for validation
Gather verbal feedback
Card Sorting

Analytics required
Failing fast
Does not answer „why“
Bigger samples needed
Split Testing

1. You are wrong
2. Test your assumptions early
3. Choose the right method
4. Triangulate
5. Iterate
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Why you're always wrong: User Research for Start Ups

1. User Research for startups@ bitspiration 2013, Krakow @bendressler

2. PsychologyMSc Maastricht University Games Usability Analyst Shop Direct Group User Research United Kingdom Germany SwedenThe Netherlands

4. UK‘s biggesthome shopping company very.co.uk Littlewoods.comisme.com Kandco.com fashionelectricalsjewellery furniture toys beauty billionrevenue £ 1.7 $ 2.6 € 2.0 of which80%is generated online 40% of all sessions mobile

7. UX

8. Tempting ways to design

9. by committee

10. by inspiration

11. by user request

12. A better way to design

13. by observing what your users can easilyuse

14. User research… …is a methodology to figure out how wrong your assumptions are

15. You are smarter because… You are not aware of that Your observations are biased

16. What they expect What they wantHow they want it don‘t What they can‘t What they knowdon‘t don‘t What they perceive don‘t

17. How wrong are you? How severe is that?

18. amount of wrong

19.

20.

21. Layer 1 Language Intelligence MemoryPerception Motor skills ContrastsColors Movement Hearing Spatial Verbal Procedural Logic Theory of mind Processing speed RecognitionRecall Self awareness Reflexes Aiming Coordination Deciphering Producing Interpretating

22. Layer 2 This is a link Every browser has a „back“ button Grayed out means „inactive“ Tabs are independent browser windows The browser sits on the computer and displays websites X usually means „close this“ T:thisisapath Mouse cursor changes indicate potential actions

23. Layer 3 The contacts sit in the header Rows full of blocks are deleted All confirm buttons are orange You have to enable location services The circle button makes the avatar jump Swipe with all fingers is different Logout sits under settings You can turn off push notifications The cake is a lie

24.

25.

26.

27.

28.

29. How big is your problem?

30. How unique is the proposition? How tech-savy are users? Reddit eBay Farmville League of Legends Skype Photoshop iPhone facebook SPSS Poker tracker World of Warcraft Techcrunch.co m 9gag.com Google Linux Pebble Watch Ouya

31. Virality Conversion MAU NPS Bounce Open wallet conversion Retention Checkout dropout Average order value Friends invited Average lifetime value

32. Not sure how?

33. Qualitative Quantitative Data level Resources required Clicktracking Live survey Biometrics Controlled experiments Eyetracking Card sort Web analytics Survey Clicktest Diary study Techcrunch.co m User testing Google Key task analysis Split testing Session replay Cognitive walkthrough

34. Qualitative Quantitative Data level Resources required Clicktracking Live survey Biometrics Controlled experiments Eyetracking Card sort Web analytics Survey Clicktest Diary study Techcrunch.co m User testing Google Key task analysis Split testing Session replay Cognitive walkthrough

35. Qualitative Quantitative Data level Resources required Clicktracking Live survey Biometrics Controlled experiments Eyetracking Card sort Web analytics Survey Clicktest Diary study Techcrunch.co m User testing Google Key task analysis Split testing Session replay Cognitive walkthrough

36. „About that research budget...“

37. Top 5 tasks Supports prioritisation Representativeness of users crucial Key Task Analysis

38. No cost User tasks required Difficult to simulate lack of knowledge or skill Cognitive Walkthrough

39. All about observing Possibility to prompt or ask Most major issues with five users User Testing

40. Check for false affordances Pen & paper solutions Quantify results Clicktest

41. Open for ideation Closed for validation Gather verbal feedback Card Sorting

42. Analytics required Failing fast Does not answer „why“ Bigger samples needed Split Testing

43. How to make magic happen

44. Triangulate!

45. Iterate! Bad Better GoodWorse

46. Start early!

47. Be creative!

48. Challenge accepted!

49.

50.

51.

52.

53.

54. 1. You are wrong 2. Test your assumptions early 3. Choose the right method 4. Triangulate 5. Iterate @bendressler

Editor's Notes

Audience picture Start Ups? Investors? How many know what UX is How many practice UX How many put UX in their top 3 priorities Who had too much to drink and too little sleep?
Next: Example for concept stage website
Next: Example low add on sales uptake in checkout
Next: How to use these o make some magic happen
Analytics + User Research = Learn more about each
SDG examples: Returns and Pop up banner

Why you're always wrong: User Research for Start Ups

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