I've Done User Research - Now What? - Kyle Hearnshaw
•Download as PPTX, PDF•
1 like•406 views
This document discusses how to conduct smarter user research by building it into testing, doing research in context, and connecting different tools. It emphasizes establishing a hypothesis and research objectives upfront to guide testing and gain better insights. Specific tips include reordering features to test hypotheses, using heatmaps and surveys together with test results, and addressing common user questions through an automated response system. The overall message is that combining different research methods in testing provides more comprehensive insights into users and test outcomes.
Recommended
Recommended
More Related Content
Viewers also liked
Similar to I've Done User Research - Now What? - Kyle Hearnshaw
Similar to I've Done User Research - Now What? - Kyle Hearnshaw (20)
Recently uploaded
Recently uploaded (20)
I've Done User Research - Now What? - Kyle Hearnshaw
- 1. Created by Kyle Hearnshaw I’ve done user research. Now what?
- 2. Do more smarter user research
- 3. How to do smarter user research Build it into your testing Do research in context Connect your tools
- 4. Hypothesis (What we’re going to prove/disprove) + Research objectives (What more we’re trying to learn)
- 6. Hypothesis Re-ordering the features table will encourage more users to choose the pro plan. + Research objectives Why do users choose the pro plan over the basic plan? Which features of the product are the users unclear about?
- 7. Test results Test results Pro Control 26% Variation 29% Hypothesis only Hypothesis + Research objectives Pro Control 26% Variation 29% Heatmap results Survey results + +
- 8. Hypothesis (What we’re going to prove/disprove) + Research objectives (What more we’re trying to learn) = Better insight (Into our test results and our users)
- 9. How to do smarter user research Build it into your testing Do research in context Connect your tools
- 10. How to do smarter user research Build it into your testing Do it in context Connect your tools
- 15. Customers that chose the video course Customers that chose the text course
- 16. How to do smarter user research Build it into your testing Do it in context Connect your tools
- 17. rec
- 19. hi, i got error while trying to signup for trial period. http://www.inspectlet.com/dashboard /watchsession/1253610730/2301086867 ?pn=1 +
- 21. Qualaroo response “I get an error on the reg page” “The postcode finder isn’t working” “I can’t log in to my account” “Why is the pro plan more expensive?” “How much does it cost?” “Is this a legitimate site?” “I’m worried this site is a scam” Response category Usability issue Usability issue Usability issue Price Price Trust Trust Session Recording Watch Watch Watch Watch Watch Watch Watch
- 24. How to do smarter user research Build it into your testing Do it in context Connect your tools
Editor's Notes
- So Dave has shown you what you can achieve in user research if either you’re just getting started or if you’re especially time short After getting started with user research, and certainly after you’ve been doing it for a while - if you’re anything like us you’ll reach this point where you’re kind of thinking “now what?” Answer inevitably is “Do more user research” Always something more to learn about users More research doesn’t equal more actionable insight Reach a point where yield less actionable insight per time – or same conclusions
- Instead we need to be a bit smarter user research Not more and more –smarter – maybe a little less 3 ways you can be smarter about user research Mention experience + approach Mention approach applies to any tools – not just the ones I mention
- User research not something you do separately from optimisation CRO “Finding out what’s stopping people from converting and fixing it” – 70% user research Don’t just mean do all your research up front and then forget about it Integrate user research into every A/B test
- All good tests start with a hypothesis – prove/disprove Now we build in user research and set ourselves research objectives – more we want to learn These should normally be in the formulated in the form of questions we’d like to know the answer to
- Simple example test – selling software – 2 plans – want to get more people on pro plan Hypothesis is maybe in the current order people miss the storage capacity difference – so reorder Before that’s where we’d stop but now we add our research objectives We want to find out: Why are customers choosing our basic plan instead of our pro plan? –answered by running an on-site survey popup or a TY survey Which features of the pro plan are customers the most interested in? – ? Click for more info on each feature so heatmap those Set up and run these pieces of research during the test Being extra smart we can even segment them to separated by variation
- All good tests start with a hypothesis – prove/disprove Now we build in user research and set ourselves research objectives – more we want to learn These should normally be in the formulated in the form of questions we’d like to know the answer to
- Come to analysing our results – 1st case we just have quant data from A/B testing platform If it wins – what next? IF it loses – what next? With our research objectives – because we ran that user research – bigger body of relevant data to look at Better insight into why our test won/lost Better insight into what we should do next
- Return to our test planning By having hyp + research objectives when we complete the test we get better insight Insight we can then feed back into coming up with new hypotheses User research from one test inspires more – constantly building our knowledge
- Building user research into testing naturally leads to the importance of doing research in the right context Quality of data and insight directly linked to where, when and who asking If we want to be smarter about user research then need to get these three things right
- Illustrate this point with an example of something we did recently for a client GoToMeeting is a complicated product (unfortunately) and previous user research showed that people have A LOT of questions Could have sent out an email survey – hard to get truthful responses Could have used Qualaroo on the pages but not detailed enough
- Instead we went against CRO best practice and made them an FAQ tab Might not necessarily increase conversion – but it opened up a huge opportunity to conduct research in context Heatmapping shows us which questions are getting clicked – hence important In case we’d missed something - small text submission field at the bottom of the FAQ. We set this up using Google Forms (side note this is awesomely simple if you’re not already using it - straight to a spreadsheet) Collects any other questions people had during the test We learnt more about our users than just running the test on its own – lead to better tests in the future
- Second example – users need to make a choice Could use Qualaroo to pop up survey – not converted yet, artificially impacting their decision
- Instead more contextual place was post conversion Actually committed to the choice Not impacting the choice in any way Fresh in their minds compared to an email survey a week later
- Step further - more contextual by tweaking question It looks like we are asking them directly and know what they chose Used Optimizely here in order to target and implement this survey That use of Optimizely leads nicely onto my third key point
- And that’s to connect your user research tools together Like don’t think of UR as separate to A/B – Don’t think of tools are separate silos of information Better to explore this through an example
- Citrix suddenly noticed a drop in their conversion rate – bad Qualaroo survey live on reg page Also had Inspectlet live on the site recording user sessions
- Qualaroo responses telling us about error - new Next we’d probably try watching hours of Inspectlet session recordings Or hours spent recreating issue Fortunately used a combination of the Qualaroo and Inspectlet APIs to connect the two tools together
- Result Qualaroo reponse “tagged” with Inspectlet Pick someone reporting the error and with one click we’re watching their session
- Here’s a clip from that session recording clearly see the error happening We then had video proof of the error for the Citrix dev team and the demographic data from Inspectlet helped us identify how to recreate the issue This connection between Qualaroo and Inspectlet is about more than just spotting errors
- Process for Qualaroo analysis is to take set of responses and categorise Group together to read responses of a similar type Weighting of how important particularly issues are for that question Adding the Inspectlet integrations would also give us 1-click links to video URLs of the sessions Watch 10 videos of people reporting usability issues Hopefully you can see how powerful this can be
- Seen 2 integrations so far Can connect almost any tools together Only limited by imagination – maybe technical ability
- Web of interconnected tools Powerful integrations Probably some more out there that I haven’t even thought of yet
- Recap our three main points for smarter user research Build user research into your testing and optimisation so they are one and the same Think carefully about the best context to do your research in – get better data Connect your tools together for powerful new depth to your insights