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Building a Successful Product
  from a User Experience Researcher’s point of view



                   @dianeloviglio
                    April 2012
               #500strong #research
Architecture & Anthropology
            Startup Founder
             UX Researcher
Solving problems at...
Workshop
- Why do user research
- How to recruit the right people
	

 	

 - write a screener
	

 	

 - promote your screener
	

 	

 - select interview participants
- How to learn about those people
	

 	

 - write an interview script
	

 	

 - conduct an interview
	

 	

 - take notes and collect artifacts
What problem is your
  startup solving?
What do you want to know
 about your current or
     potential users?
Why User Research?


               gain empathy

Ethnography                       Usability

              their motivations
                their values
                 their needs
               their behaviors
“Understanding past and
current behaviors to use
those as a proxy for
future behaviors.”
                     -me
Screener               vs         Survey
- used to recruit the users    - used to make charts/graphs
for your research study        and draw conclusions

- no more than 10 questions    - gazillion questions

- doesn’t use any branching    - can use complicated logic

- a researcher’s tool          - a marketer’s tool
Tips on Writing Screeners
• Put incentive upfront in the description
• Don’t make any question required
• Start easy and broad eg: type of smartphone
• When enumerating always make other an option
• Add at least one open ended question
• Always ask for first name and email or phone as last questions
• Include the exact times and locations of the interviews
• Don’t use any branching logic
• Keep it to 10 questions
Write a screener
Promoting Your Screener
• place-specific people - touristy spot, farmer’s market
• current customers
• personal networks
    • email
    • twitter - #competitor’s company @specific people
    • facebook - ads, fan pages - no spamming :)
    • linkedin - status updates, group admins
• places where they hang out online - groups, forums
• have people you know post it on your behalf
• craigslist as a last resort
Selecting Interview Participants
• variety from each question
• interesting use cases eg: iphone and android tablet
• ones who pique your interest from the open ended q’s
• ones who completed the whole form and didn’t skip q’s
Tips on Writing Interview Scripts
• Re-ask 1 or 2 screener questions
• Include time estimates for each section
• Ask open ended questions
   Who, What, Where, When, Why, How
• Ask about specific times, NOT how often
• Ask about the past, not the future
• Get them to tell you stories, not just answer your questions
• Give them activities to do, so you have artifacts afterwards
Write an interview script
Tips on Conducting Interviews
• Let them do 90% of the talking
• Leave awkward moments of silence
• Follow up with “tell me more”
• Bring another person with you to be your notetaker
• Take notes - timestamped in Excel
• Record with Flip cameras, or screenflow, skype, etc if remote
• Call them out on inconsistencies and ask for clarification
• Break up the talking with little activities eg: drawing, timelines etc
Timeline
           12am




           2am




           4am




           6am




           8am




           10am




           Noon




           2pm




           4pm




           6pm




           8pm




           10pm
Me In the Middle
Interview the person sitting
        next to you
Building a Successful Product
  from a User Experience Researcher’s point of view



                   @dianeloviglio
                    April 2012
               #500strong #research

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Building a Product, from a User Researcher Point of View

  • 1. Building a Successful Product from a User Experience Researcher’s point of view @dianeloviglio April 2012 #500strong #research
  • 2. Architecture & Anthropology Startup Founder UX Researcher
  • 4. Workshop - Why do user research - How to recruit the right people - write a screener - promote your screener - select interview participants - How to learn about those people - write an interview script - conduct an interview - take notes and collect artifacts
  • 5. What problem is your startup solving?
  • 6. What do you want to know about your current or potential users?
  • 7. Why User Research? gain empathy Ethnography Usability their motivations their values their needs their behaviors
  • 8. “Understanding past and current behaviors to use those as a proxy for future behaviors.” -me
  • 9. Screener vs Survey - used to recruit the users - used to make charts/graphs for your research study and draw conclusions - no more than 10 questions - gazillion questions - doesn’t use any branching - can use complicated logic - a researcher’s tool - a marketer’s tool
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  • 13. Tips on Writing Screeners • Put incentive upfront in the description • Don’t make any question required • Start easy and broad eg: type of smartphone • When enumerating always make other an option • Add at least one open ended question • Always ask for first name and email or phone as last questions • Include the exact times and locations of the interviews • Don’t use any branching logic • Keep it to 10 questions
  • 15. Promoting Your Screener • place-specific people - touristy spot, farmer’s market • current customers • personal networks • email • twitter - #competitor’s company @specific people • facebook - ads, fan pages - no spamming :) • linkedin - status updates, group admins • places where they hang out online - groups, forums • have people you know post it on your behalf • craigslist as a last resort
  • 16. Selecting Interview Participants • variety from each question • interesting use cases eg: iphone and android tablet • ones who pique your interest from the open ended q’s • ones who completed the whole form and didn’t skip q’s
  • 17. Tips on Writing Interview Scripts • Re-ask 1 or 2 screener questions • Include time estimates for each section • Ask open ended questions Who, What, Where, When, Why, How • Ask about specific times, NOT how often • Ask about the past, not the future • Get them to tell you stories, not just answer your questions • Give them activities to do, so you have artifacts afterwards
  • 19. Tips on Conducting Interviews • Let them do 90% of the talking • Leave awkward moments of silence • Follow up with “tell me more” • Bring another person with you to be your notetaker • Take notes - timestamped in Excel • Record with Flip cameras, or screenflow, skype, etc if remote • Call them out on inconsistencies and ask for clarification • Break up the talking with little activities eg: drawing, timelines etc
  • 20. Timeline 12am 2am 4am 6am 8am 10am Noon 2pm 4pm 6pm 8pm 10pm
  • 21. Me In the Middle
  • 22. Interview the person sitting next to you
  • 23. Building a Successful Product from a User Experience Researcher’s point of view @dianeloviglio April 2012 #500strong #research