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GA_LeanResearch
This document provides an overview of lean user research. It defines lean user research as low-cost methods of research used to either discover new ideas or validate existing work. Some examples of lean research methods include guerrilla testing, remote usability tests, intercept interviews, and A/B tests. The document discusses when lean research should be used, such as during design sprints or when questions arise. It also provides tips for how to effectively conduct lean research, including developing a plan, choosing a method, deciding on a sample size, and looking for patterns in results. The overall goal of lean research is to keep projects moving forward with minimum investment.
GA_LeanResearch
- 1. LEAN USER RESEARCH LiyaJames Principal, Idean www.idean.com/academy CEO, The Next Lab www.thenextlab.co
- 2. AGENDA • What islean user research? • Who does it? • When to do it? • How to do it? • Exercises • Q&A • Wrap-up
- 3. I’M LIYA HELLO CEO, TheNext Lab www.thenextlab.com Principal, Idean www.idean.com/academy
- 4.
- 5. WHAT IS USERRESEARCH?
- 6. DISCOVER NEW IDEAS VALIDATE WORK WHAT ISUSER RESEARCH? Research you do with existing or potential customers to find new ideas or validate your work @Liya_James
- 7. COPYRIGHT © 20157 WhoHow What ...is the user of my product/service and why is s/he motivated? ...will s/he do they achieve their goals today? How will they ideally achieve this goal tomorrow? ...is the solution I provide them with? How is that better than the way they currently solve this problem? When ... and what circumstances would trigger them to use the app/site/this feature? Is this an unmet need or latent need? Do discovery research to look for new ideas WHAT IS USER RESEARCH? @Liya_James
- 8. COPYRIGHT © 20158 Douser research to check your work: 2 levels of detail WHAT IS USER RESEARCH? @Liya_James Conceptual UI level
- 9. WHAT IS LEANUSER RESEARCH?
- 10. WHAT IS LEANUSER RESEARCH? Not Lean
- 11. WHAT IS LEANUSER RESEARCH? Lean Search Execution
- 12. WHAT IS LEANUSER RESEARCH? What’s the minimum investment to keep your team moving forward building meaningful, useful, viable, feasible products or services. Lean @Liya_James
- 13. WHAT IS LEANUSER RESEARCH? Lean investment Cost of Decision mins hours days Guerrilla test - pull people off the street/at coffeeshops Remote usability test with usertesting.com Adword Test Remote observation Email Validation 5 second test squint test Photo Narratives Intercept interviews Mental Model Games Phone tours Co-creation sessions A/B Test Vote with your money Landing page validation
- 14. WHAT IS LEANUSER RESEARCH? DISCOVERY mins hours days Guerrilla test - pull people off the street/at coffeeshops Remote usability test with usertesting.com Adword Test Remote observation Email Validation 5 second test squint test Photo Narratives Intercept interviews Mental Model Games Phone tours Co-creation sessions A/B Test Vote with your money Landing page validation
- 15. WHAT IS LEANUSER RESEARCH? mins hours days Guerrilla test - pull people off the street/at coffeeshops Remote usability test with usertesting.com Adword Test Remote observation Email Validation 5 second test squint test Photo Narratives Intercept interviews Mental Model Games Phone tours Co-creation sessions A/B Test Vote with your money Landing page validation VALIDATION
- 16. COPYRIGHT © 201516 Photonarratives Phone Tours Validations Games (e.g. cash flow diagram) ObservationsInterviews Example: 4 weeks Lean research Lagos, Nigeria @Liya_James
- 17. COPYRIGHT © 201517 WHATIS LEAN RESEARCH @Liya_James PITFALL
- 18. COPYRIGHT © 201518 Lookfor patterns and don’t react to everything you hear. @Liya_James
- 19. WHO DOES USERRESEARCH?
- 20. WHO DOES USERRESEARCH? User Researcher Everyone Coaches Trains Plans Facilitates Manage database Runs Complex Experiments Learn Basics Shadow Participates Run Simple Experiments @Liya_James
- 21. WHO DOES USERRESEARCH? Customers Who has the problem we are solving? Would they buy product? How much? How? Friends & Family Can find “Forehead Slappers” Who do you talk to? Co-workers Experts @Liya_James
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- 23. WHEN TO DOLEAN USER RESEARCH? DESIGN SPRINT 0 DESIGN SPRINT 1 DESIGN SPRINT 2 DESIGN SPRINT 3 DEV SPRINT 0 DEV SPRINT 1 DEV SPRINT 2 In design sprints ? or… any time you have a question that’s blocking you? @Liya_James
- 24. COPYRIGHT © 201524@Liya_James or… when it feels like this
- 25. HOW TO DOLEAN RESEARCH
- 26. VALIDATE WORK DISCOVER NEW IDEAS HOW TODO LEAN USER RESEARCH @Liya_James
- 27. COPYRIGHT © 2015 OBSERVATION CO-CREATION DIARYSTUDIES INTERVIEW HOW TO DO LEAN USER RESEARCH 7 tips for doing discovery research
- 28. COPYRIGHT © 201528 1.Have a plan. The gems and inspirations that come from design research are often the unexpected discoveries you didn’t know to ask for. Have a plan for your interview that will move you towards the goal of research, but don’t restrict yourself with a rigid script. “Tell me about a typical day.” “What does an extremely bad day look like?” HOW TO DO LEAN USER RESEARCH @Liya_James
- 29. COPYRIGHT © 201529 2.Ask good questions. We can put aside assumptions about user needs by asking open questions. these questions can help us discover things that surprise us and can lead to product ideas that solve latent needs people have but can not articulate. “When do you go to the grocery store?” “Do you go to the grocery store?” HOW TO DO LEAN USER RESEARCH @Liya_James
- 30. COPYRIGHT © 201530 3.Ask for stories. Stories help us discover the “why.” “Tell me about the last time you went to the supermarket?” “Can you usually find what you’re looking for?” HOW TO DO LEAN USER RESEARCH @Liya_James
- 31. COPYRIGHT © 2015 “…Icalled her and she said CVS was the only store that carried her brand. How was I supposed to know that?” 31 4. Steer the conversation. Doing an interview with someone is a dialogue. Asking follow up questions that point the dialogue to a direction you want is key in conducting a natural yet informative session. “That would be hard to know. What other specialty stores does your family shop at?” “I’d have to ask my wife for a list, but as far as I know…” HOW TO DO LEAN USER RESEARCH @Liya_James
- 32. COPYRIGHT © 201532 5.Listen and summarize. Asking a direct questions will not get us the same result as asking for a story and summarizing our understanding. Summaries help the conversation transition to the next topic naturally. “It sounds like you go to the supermarket for special occasions and you use it as an opportunity to spend time with the kids.” “Why don’t you go grocery shopping?” HOW TO DO LEAN USER RESEARCH @Liya_James
- 33. COPYRIGHT © 201533 6.Take good notes. Good notes capture the “How” and “why” of specific observations. They should contain compelling quotes and insights into the thoughts and feelings of users. “She hasn’t been trained on X System, so she couldn’t remember how to correctly enter the information into the program. So, she just put it into Excel.” “She decided to just put the info into Excel.” HOW TO DO LEAN USER RESEARCH @Liya_James
- 34. COPYRIGHT © 201534 Hehas labeled company news alerts in Outlook because it’s impossible for him to find specific emails otherwise. — P3 @Liya_James 7. Look for patterns
- 35. COPYRIGHT © 201535@Liya_James
- 36. COPYRIGHT © 201536@Liya_James
- 37. COPYRIGHT © 201537@Liya_James
- 38. COPYRIGHT © 201538 Makeuser insights visible on a wall, blog, or mural.ly @Liya_James
- 39. COPYRIGHT © 201539@Liya_James PRACTICE: LEAN USER RESEARCH TO DISCOVER NEW IDEAS Go to PAGES 1-2 of your handout 15 mins
- 40. DISCOVER NEW IDEAS HOW TODO LEAN USER RESEARCH VALIDATE WORK
- 41. HOW TO DOLEAN USER RESEARCH Make a prototype @Liya_James
- 42. HOW TO DOLEAN USER RESEARCH Make a plan ASSUMPTIONS DECISIONS STRUCTURE DIVIDE & CONQUER @Liya_James
- 43. HOW TO DOLEAN USER RESEARCH Pick a Method @Liya_James mins hours days Guerrilla test - pull people off the street/at coffeeshops Remote usability test with usertesting.com Adword Test Remote observation Email Validation 5 second test squint test Photo Narratives Intercept interviews Mental Model Games Phone tours Co-creation sessions A/B Test Vote with your money Landing page validation
- 44. HOW TO DOLEAN USER RESEARCH Decide Who and How Many People ONE IS BETTER THAN NONE @Liya_James
- 45. COPYRIGHT © 201545 USABILITYPROBLEMSFOUND NUMBEROF PARTICIPANTS 0% 25% 50% 75% 100% 3 6 9 12 15 HOW TO DO LEAN USER RESEARCH @Liya_James
- 46. COPYRIGHT © 201546 HOWTO DO LEAN USER RESEARCH Recruit Craigslist Facebook Linkedin Emails Malls Airports Coffeeshops Co-working space Bars Street @Liya_James
- 47. COPYRIGHT © 201547 Example:The Next Lab, first round in person @Liya_James DISCOVERY VALIDATION HOW TO DO LEAN USER RESEARCH
- 48. COPYRIGHT © 201548 •Fourth round of test in 4 weeks. • Emailed questions and link to 10 students and parents • Took about 2 hours to reach out • We wanted to know: • Is the concept clearer? • Did the copy resonate with students? • Is the price still too high? • Is there enough information? Example: The Next Lab, Fourth Round, remote @Liya_James HOW TO DO LEAN USER RESEARCH
- 49. COPYRIGHT © 201549 Lookedfor patterns in responses. Took about 2 hours to find patterns. Then we came up with solutions for the high priority issues: • Changing details of concept (e.g. internships, pay cash) • Changed voice of the copy • Changed Price • More information about the classes • Less information about the “What” and the “Why” Example: The Next Lab, Fourth Round, remote @Liya_James HOW TO DO LEAN USER RESEARCH
- 50. COPYRIGHT © 201550@Liya_James Go to PAGE 3 of your handout 10 mins PRACTICE: LEAN USER RESEARCH TO VALIDATE YOUR WORK
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- 52. WE DO LEANRESEARCH BY BOTH LOOKING FOR NEW IDEAS AND CHECKING YOUR WORK. DISCOVER NEW IDEAS VALIDATE WORK From the perspective of an existing or potential customer or your product or service WRAP-UP
- 53. LIYA JAMES, PRINCIPAL,IDEAN Q&A WRAP-UP @Liya_James
- 54. LIYA JAMES, PRINCIPAL,IDEAN WHAT CAN YOU BRING BACK TO WORK? WRAP-UP @Liya_James
- 55. LIYA JAMES, PRINCIPAL,IDEAN RESOURCES Prototyping: • Invision for early concept • Pixate for higher fidelity mobile apps Recruiting & Remote: • usertesting.com • ethn.io @Liya_James
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