The document discusses the importance of rapid user research in bridging gaps between developers and users throughout the product lifecycle. It details various methods such as interviewing, shadowing, and concept tests, and emphasizes the need for executive buy-in, efficient data collection, and actionable insights. Additionally, it highlights techniques for evaluating user satisfaction and understanding user needs and behaviors to enhance product development.

1. Rapid User Research
#rapidresearch
A part of the
HotHousing
product kickoff & exploration framework
Aviva Rosenstein, PhD
UX Consultant, Evolve Beyond
@avivaux
Gabrielle Benefield
CEO, Evolve Beyond
@gbenefield
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2. Why user research?
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3. Why user research?
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4. Customers don’t always share our knowledge,
values, assumptions or interests.
Tech workers
mostly here
User Research helps bridge the gaps
between developers and users
End users
mostly here
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5. You might need user research
if you hear or see these phrases:
“… I think they want to do this….”
“I’d want it to work like this…”
“"ey asked for this feature...”
“I assume they want…”
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6. HOW DO YOU DO
RAPID USER RESEARCH?
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7. Methods to use depends on where
you are in your product lifecycle
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What
do we
build?
How
do we
build
it?
How
did we
do?

8. And on what answers you need.
Understanding actual user behavior:
What are users doing? When? Where?
Understanding reasons for behavior
Why are users doing that?
Understanding user attitudes and opinions
How do your users feel about doing it?
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9. HotHousing.com
Different methods provide
different insights: mix ‘em up
Understand user’s
experience, values,
desires, environments
Measure or
model behavior,
predict outcomes
9

10. A few proven rapid methods
• Interviewing & Shadowing Users
• Concept Tests
What do we build?
• Card Sorts, Tree Tests & Click Tests
• RITE studies
How do we build it?
• Compare key metrics pre and post
• Product Experience Feedback
How did we do?
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11. Rapid research requirements
1. Executive and team buy-in
2. Feedback from the right people
3. Efficient data collection & analysis
4. Actionable, understandable insights
5. In-time reporting
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12. • What roles do they play in relation
to the product?User Roles
• How would you describe them?
• Any relevant skills & knowledge?
Characteristics
• What’s special about their
situations?Context
What
do we
build?
Understanding users
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13. • What are they trying to achieve?
• How do they feel about these
tasks?
Goals
• What do they need to accomplish
those goals?
• What needs aren’t being met?
Needs
• What are they doing now?
• What can you improve?Pain Points
What
do we
build?
Understanding users
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14. Empathizing with users’
pain and frustration
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Pain scale (adapted from Hyperbole and a Half)
1
2
3
4
5

15. Being heard
Cash or
goodies
Knowing
what’s coming
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Finding the right people:
push the right lever

16. Interviewing
Used to
– Explore needs,
feelings, opinions
– Obtain recollections
and rationales
– Gather feedback
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17. sweater and
asked you to
wear it.
• Image copyright Wil Wheaton CC BY-NC-SA 2.0
Hey, I
knitted
this
sweater for
you!
Gosh!
Thank you!
(Ugh, it’s
horrible.)
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18. Behavior: Observing vs. Asking
What people say,
what people do, and
what they say they do
are entirely different
things.”
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19. 19Photo
by
Eric
Allix
Rogers,
permission
granted,
and
available
under
a
Crea<ve
Commons
A=ribu<on-­‐Noncommercial
license.
Source
h=p://www.flickr.com/photos/reallyboring/6054538551/in/photostream
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20. Task Card: [task description]
Performed by Role: [role name]
Context of Use:
q Where and when is it performed?
q In what environment?
q What corporate culture?
q Where in development process?
q Direction of information flow?
q Device constraints/ media channels?
q Needs for
q Auditability
q Accuracy & Credibility
q Confidentiality
Task Characteristics:
q Frequency
q Regularity
q Continuity
q Intensity of use
q Timeframe to act
q Complexity
q Predictability
q Who controls the process?
q Legal/regulatory restrictions
q Operational/safety risks
q Other roles involved:
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21. Shadowing Users
21HotHousing.com

22. 22Photo
by
Jane
Mejdahl,
used
under
CC
BY-­‐SA
2.0.
Source
h=p://www.flickr.com/photos/gullig/5016829583/
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23. ROLE: Business Owner
TASK: Approve visual design direction
CONTEXT: Waterfall dev process. Supervises
multiple product managers. Frequently mobile; uses
iPhone.
CHARACTERISTICS: Short attention span.
Under significant time pressure.
Focuses on visuals and metrics.
CONTENT CRITERIA: Brief, clear presentation in
common formats consumable on mobile devices
ID
Dev
Mgr
VzD
PM
BO
TASK:Approve visual design direction
Communicating insights from a
shadowing session
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24. What
do we
build?
Validating product
and design ideas
How do they feel about our concept(s)?
Do they think our ideas make sense?
Will our concept work for them?
What features do users value?
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25. Concept Interviews
Stimulate discussion
with a narrative,
storyboard, UI concept,
prototype, demo, video
or walkthrough
Used to:
Explore needs, rationales,
and attitudes
Gather feedback on ideas
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26. Mackenzie
is
building
a
data-­‐driven
site
and
isn’t
sure
about
the
proposed
schema.
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27. Are these tables
the right ones?
Mackenzie
documents
the
schema
but
wants
to
get
approval
from
her
manager.
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28. Mackenzie
sends
her
product
manager
a
link
to
the
schema.
Designcomics.org by Martin Hardee / Sun
MicrosystemsHotHousing.com 28

29. Collecting responses
Ques+on P1 P2 P3
Role
or
relevant
characteris<c
Does
concept
work
for
them?
Features
valued:
Posi<ve
or
Nega<ve
Reac<on
Comments:
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30. How to organize the site architecture
What labels to use on the navigation
What kind of navigation do we use?
What visual design approach to use
Do users understand how to use the
site to accomplish their goals?
Does this product meet our quality
standards (prior to launch)?
How do we make
this usable?
How
do we
build
it?
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31. Tools for Rapid Remote Testing
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ZURB Apps
UX Punk
Optimal Workshop

32. Open online card sort interface
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33. Analysis:
Darker clusters, more associations
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34. 34
Data clustering results
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35. RITE Studies
Stands for Rapid Iterative
Testing and Evaluation.
USE IT TO:
• Identify and resolve
usability issues in an
interface, increasing
levels of fidelity through
the process.
• Improve and validate
ease of use.
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36. RITE Studies
36
1) Obvious Cause
& Solution With
Quick Fix
2) Obvious
Cause, But
Solution Needs
Time to Design
3) Problem With
No Obvious
Solution (Keep
Watching)
4) Issues Related To
Test Script Or
Study Protocol
Include participant #,
issue, fix
Include # of
participant, issue, fix
Include # of
participant and issue
Include # of
participant and issue
P#1 didn’t
scroll down to
see CTA-
move up?
P#2 expected to
download support
information –
create content
library
P#2 didn’t know
that link was
clickable – add
underline on
hove?
P#3 unable to
locate support
link
P#1 test
script set
expectation
for discounts,
revise
P
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37. RITE Studies
CONSIDERATIONS
• Participants must represent and/or share key characteristics with target users
• Conduct session in person or remotely using screen sharing applications.
• Decision-makers must attend all sessions because decisions are made after each one.
• Prototypes and task scripts may change during the study, so don’t collect success metrics
that depend on experimental rigor (i.e. time on task, error rate.)
• Use either concurrent or stimulated retrospective think aloud technique to understand users’
expectations for and understanding of design elements.
• Number of participants may vary depending on number of iterations needed.
• Leave some time between sessions to allow for debriefing and making design changes. Try
scheduling a day between every three or four sessions to allow for design changes that
require additional thought or time to implement.
ROLES
1 or 2 participants per session, 1 facilitator, stakeholder observers.
MORE PRACTICAL INFORMATION
Using the RITE Method to improve products: a definition and a case study. .Medlock, M. C., et al.
(2002). Usability Professionals Association, Orlando FL July 2002
37HotHousing.com

38. How
did we
do?
Evaluating success
after launch
Do users understand how to accomplish
their goals?
Are users satisfied with it?
Did we increase conversion/sales?
Are we keeping users engaged?...
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39. SPLIT TESTING
Page 39
Surface
Skeleton
Structure
Scope
Strategy
• Interchangeable design
elements
• Modules within a grid
• Complete features or
versions
• Self-contained feature
within an existing platform
• I am so, so sorry.
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40. Efficient Cumulative Consistent
Bias
Resistant
Sharable Retainable Contextual
Message
Boards
Ad Hoc
Surveys
Customer
Calls
Focus
Groups
PXF
Survey
Collecting subjective
product experience feedback
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41. Product Experience Feedback
Requirements:
q Provides actionable insights
q Easy to share information with team members
q Knowledge retained in the company
q Doesn’t pollute the user experience
q Easy to implement, uses resources efficiently
q Contextual to specific feature of interest
q Consistent across product lines
q Measurable, trackable progress
q Construct validity, resistance to bias
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42. Product Experience
Feedback Survey
Includes:
Open ended responses
ü Problem reports
ü Suggestions
ü Praise
ü Other comments
Product Usability Scale
measuring perceptions of
ü Efficiency
ü Utility
ü Performance
ü Learnability
ü Satisfaction
ü Integration
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43. Example template flow:
Problem filter
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44. Collect bugs first; then
group feedback by type
1.Have you experienced any problems or errors when using
[NAME OF FEATURE] in [PRODUCT NAME]?
(Yes/No-randomized)
2. Please describe any problems or errors you've noticed
while using [NAME OF FEATURE]
3. What, if anything, do you like most about [NAME OF
FEATURE]?
4. Do you have any ideas or suggestions for improving
[NAME OF FEATURE]?
5. If there is anything else you'd like us to know about the
[NAME OF FEATURE] in [PRODUCT NAME], tell us here.
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45. Product Experience Ratings:
subjective experience metrics
6. Please rate how strongly you agree or disagree with
each of the following statements:
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1) Strongly Disagree 2) Disagree 3) Neither agree nor disagree 4) Agree 5) Strongly Agree)
a. I
expect
to
use
[NAME
OF
FEATURE]
within
[PRODUCT
NAME]
frequently.
b. [PERFORMING
KEY
USER
STORY]
with
[NAME
OF
FEATURE]
is
easy
and
straighdorward.
c. I
am
sa<sfied
with
the
[NAME
OF
FEATURE]
in
[PRODUCT
NAME],
d. I
had
to
learn
a
lot
of
things
before
I
could
use
the
[NAME
OF
FEATURE]
effec<vely.
e. The
[NAME
OF
FEATURE]
works
seamlessly
with
the
rest
of
the
[PRODUCT
NAME]
applica<on.
f. When
I
use
the
[NAME
OF
FEATURE]
it
feels
quick
and
responsive.
Utility
Ease of Use
Satisfaction
Learnability
Integration
Performance

46. Rapid + Valuable = 6 steps
1. Engage stakeholders early and often
2. Keep plan focused
3. Get a representative sample
4. Ask questions and listen without bias
5. Collect data efficiently (but follow up
hunches and surprises)
6. Share actionable findings
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47. "anks, y’all.
Send your flames, ideas, and
comments to @avivaux or
aviva@hothousing.com.