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![Common Survey Example
How likely is it that you’d recommend [brand] to a friend?
Not at
all Likely
Neutral
Very
Likely
1 2 3 4 5 6 7 8 9 10](https://image.slidesharecdn.com/uiuxfoundations-research-151014133855-lva1-app6891/85/UI-UX-Foundations-Research-16-320.jpg)
![Field Study Example
[00:24:19.08] Boy says to the girl
on his right: "you cheating”
[00:24:21.19] Girl to the left:
"what? Its fun. ::mumble:: the
simulation. Look.”
[00:24:25.21] The boy looks to
the girl on his left, then back to
the girl on the right, then down to
his workbook in front of him. He
puts his head on the table.](https://image.slidesharecdn.com/uiuxfoundations-research-151014133855-lva1-app6891/85/UI-UX-Foundations-Research-50-320.jpg)
Uploaded byMeg Kurdziolek
UI/UX Foundations - Research
The document outlines a workshop on UI/UX foundations, focusing on research and analysis, with specific activities and agendas designed to build participants' confidence in engaging with UX research. Key topics include user-centered design principles, various UX research methods like surveys and interviews, and practical activities aimed at gathering user insights. The workshop also emphasizes critical understanding of research data and the application of findings in design processes.
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Similar to UI/UX Foundations - Research
UI/UX Foundations - Research
- 1. UI/UX Foundations: Research &Analysis Meg Kurdziolek and Karen Tang
- 2. Your Goals What wouldyou like to learn today?
- 3. Our Goals We wantyou to… talk confidently to UX researchers critically understand research presented to you conduct basic UX research on your own have a basis to continue learning about UX research
- 4. Activity (setup) Which ofthese problems do you feel strongly about? Pittsburgh public transportation Food delivery in Pittsburgh Finding family-friendly activities in Pittsburgh Pittsburgh public schools
- 5. Agenda 09:00 - 09:20Breakfast and Introductions 09:20 - 09:30 User-Centered Design 09:30 - 10:10 Surveys, Diary Studies, Interviews 10:10 - 10:55 Usability Studies, Field Studies 10:55 - 11:25 A/B Testing, Log Analysis 11:25 - 12:00 Adapting Your Methods 12:00 - 12:30 LUNCH 12:30 - 01:00 Interpreting Your Data 01:00 - 01:40 Special Topics: Dark UX Patterns 01:40 - 01:50 Case Studies 01:50 - 02:00 Group reflections & wrap-up Q&A
- 6. User-centered design (n.)- a framework of processes in which the needs, wants, and limitations of end users of a product are given extensive attention at each stage of the design process. https://en.wikipedia.org/wiki/User-centered_design
- 7.
- 8. UX Research &Design Refine Build Learn
- 9. UX Research &Design Refine Build Learn Data Collection, Validation, Evaluation
- 10. UX Research &Design Refine Build Learn Data Collection, Validation, Evaluation
- 11. UX Research &Design Refine Build Learn Data Collection, Validation, Evaluation A/B Testing Contextual Inquiry Diary Studies Ethnography Field Studies Focus Groups Hallway Testing Heuristic Evaluation Interviews Lab Testing Log Analysis Remote Testing Think-Aloud Surveys User Observation
- 12. Need Finding Refine BuildLearn Data Collection, Validation, Evaluation A/B Testing Contextual Inquiry Diary Studies Ethnography Field Studies Focus Groups Hallway Testing Heuristic Evaluation Interviews Lab Testing Log Analysis Remote Testing Think-Aloud Surveys User Observation
- 13. Need Finding Refine BuildLearn A/B Testing Contextual Inquiry Diary Studies Ethnography Field Studies Focus Groups Hallway Testing Heuristic Evaluation Interviews Lab Testing Log Analysis Remote Testing Think-Aloud Surveys User Observation Data Collection, Validation, Evaluation
- 14.
- 15. are good for learning: overallimpressions who your users are (demographics) outstanding opinions who’s might participate in further research Surveys
- 16. Common Survey Example Howlikely is it that you’d recommend [brand] to a friend? Not at all Likely Neutral Very Likely 1 2 3 4 5 6 7 8 9 10
- 17. Net Promoter Score NPS:“research has shown that your NPS® acts as a leading indicator of growth. If your organization’s NPS is higher than those of your competitors, you will likely outperform the market…” https://www.netpromoter.com/know/
- 18. Surveys: Pros andCons Benefits Cheap (in $ and time) Easy to recruit participants May receive high response rate Easy to analyze Limitations Limited in type & scope of data Question interpretation issues Response bias Easy to misinterpret or *over*- interpret results
- 19. Silly Survey Example Doyou like to eat lunch alone? Yes No
- 20.
- 21. are good for…. day-to-dayhabits & patterns when, how, and why they use your product reflections on real problems encountered and how they were solved Diary Studies
- 22. Diary Studies: Prosand Cons Benefits A longitudinal scope of data Get a look at the mundane, every-day interactions and behaviors Limitations Costly (in $ and time) Difficult to recruit participants (& high attrition) Relies on self-report
- 23. Example Diary Study Radar:Intellicast vs. Weather Underground
- 24.
- 25.
- 26. are good for…. user’sbackground their use of technology their goals and motivations their pain points what problems need to be addressed or solve Interviews
- 27. Interviews: Pros andCons Benefits Cheap (in $) Can target specific users or be opportunistic Can engage with users personally Can get the answer to lots of “why” questions Limitations Takes a moderately amount of time Results indicate what people *say* they do (rather than actual behavior)
- 28. Interview Tips Start broad,then narrow-in. example: “Overall, how do you think Pittsburgh public transit compares to other cities?” Ask clarifying questions, and use their words. example: “You said the bus system is hard to predict, could you explain that to me?” It’s okay to play-dumb. (But be honest.) example: “I’ve never used public transit here. Can you tell me how you would find out the schedules and figure it out how to get downtown from here?”
- 29. More Interview Tips Avoid“Yes/No” questions. Avoid asking about feelings. Ask about behaviors instead. Don’t number your questions. Organize by topics you want to cover. Be prepared to skip around. Always be prepared to go off-script. Ask the question, then pause. Don’t rush to fill silence.
- 30. Activity - Part1 Partner with someone who is interested in a different topic than you. You will interview them on their chosen topic. It’s your job to explore what the needs are and uncover the main issues, feelings, thoughts, and pain-points. Round 1: (5 minutes) Develop your Script Goal: Individually, develop a rough script that you will use to interview your partner. Start broad to gather overall impressions, then narrow in on specific topic areas. Remember, you are trying to understand overall impression and the biggest pain-points. Round 2: (20 minutes) Interview (10 minutes each) Goal: Take turns interviewing each other. Be sure to keep notes.
- 31. How do youknow when you are done conducting interviews? Saturation (n.) - when the same topics (or themes) keep emerging in your interviews, and conducting more interviews results in no new themes. Rule of thumb - 12 interviews for saturation
- 32. Example of onething you can do with interviews: build robust personas
- 33. Need Finding Refine BuildLearn Data Collection, Validation, Evaluation A/B Testing Contextual Inquiry Diary Studies Ethnography Field Studies Focus Groups Hallway Testing Heuristic Evaluation Interviews Lab Testing Log Analysis Remote Testing Think-Aloud Surveys User Observation
- 34. Validation & Evaluation BuildLearn A/B Testing Contextual Inquiry Diary Studies Ethnography Field Studies Focus Groups Hallway Testing Heuristic Evaluation Interviews Lab Studies Log Analysis Remote Testing Think-Aloud Surveys User Observation Data Collection, Validation, Evaluation
- 35. Types of UsabilityTesting Formative Summative A/B Testing ✔ Field Studies ✔ Hallway Testing ✔ ✔ Heuristic Evaluation ✔ ✔ Interviews ✔ ✔ Log Analysis ✔ Remote Testing ✔ Surveys ✔ ✔ Think-Aloud ✔ ✔ Wizard of Oz ✔
- 36. Lab Usability Studies FormativeSummative A/B Testing ✔ Field Studies ✔ Hallway Testing ✔ ✔ Heuristic Evaluation ✔ ✔ Hypothesis Testing ✔ Interviews ✔ ✔ Log Analysis ✔ Remote Testing ✔ Surveys ✔ ✔ Think-Aloud ✔ ✔ Wizard of Oz ✔
- 37.
- 38.
- 39.
- 40. are good for…. learninghow easy or difficult it is for users to learn and use your interface if language and iconography are intuitive how users encounter and recover from errors Usability Studies
- 41. Lab Usability Studies Benefits Cheap(in $) Observe user behavior as they encounter a design for the first time See the consequences of design decisions first-hand Limitations Usually takes a moderate amount of time and set-up Can sometimes feel staged, or unauthentic
- 42. Running a UsabilityStudy Planning: create test plan, recruit participants Pilot: practice with internal users, resolve any technical or logistical issues Test session: run test plan, be present (formative) or simply observe (summative) Debrief: short Q&A with participants, discuss observations with other study observers Analysis
- 43.
- 44. Contextual Usability Studies FormativeSummative A/B Testing ✔ Field Studies ✔ Hallway Testing ✔ ✔ Heuristic Evaluation ✔ ✔ Hypothesis Testing ✔ Interviews ✔ ✔ Log Analysis ✔ Remote Testing ✔ Surveys ✔ ✔ Think-Aloud ✔ ✔ Wizard of Oz ✔
- 45.
- 46. are good for…. learninghow customers actually use your product in day-to-day life Field Studies
- 47. Field Studies Benefits Allows youto observe authentic, contextual, user behavior Can observe the day-to-day experience users have with your product, across a longer period of time Limitations Significant cost ($) Takes more time to run
- 48.
- 49. Field Study Example Onelaptop + projector Computer Lab Laptop Carts
- 50. Field Study Example [00:24:19.08]Boy says to the girl on his right: "you cheating” [00:24:21.19] Girl to the left: "what? Its fun. ::mumble:: the simulation. Look.” [00:24:25.21] The boy looks to the girl on his left, then back to the girl on the right, then down to his workbook in front of him. He puts his head on the table.
- 51. Contextual Usability Studies FormativeSummative A/B Testing ✔ Field Studies ✔ Hallway Testing ✔ ✔ Heuristic Evaluation ✔ ✔ Hypothesis Testing ✔ Interviews ✔ ✔ Log Analysis ✔ Remote Testing ✔ Surveys ✔ ✔ Think-Aloud ✔ ✔ Wizard of Oz ✔
- 52.
- 53.
- 54. is good for…. asking“how much”, “how many”, “which one is better” sampling from actual users testing live apps/services A/B Testing
- 55. A/B Testing Benefits Low maintenance:release and wait for data Can measure very specific questions Live testing, measures actual vs. self-reported user behavior Limitations Missing context of why users take an action May have no results, not guaranteed to be conclusive Only measures certain user interactions
- 56. Running an A/BTest Make sure to: test conditions simultaneously (fewer confounding factors) be consistent, keep track of which users see which version deploy tests cautiously; user research can help inform Things to watch out for: don’t jump to conclusions, wait for statistical significance waiting too long could cost you potential conversions you might be interfering with user habit
- 57. Running an A/BTest Make sure to: test conditions simultaneously (fewer confounding factors) be consistent, keep track of which users see which version deploy tests cautiously; user research can help inform Things to watch out for: don’t jump to conclusions, wait for statistical significance waiting too long could cost you potential conversions you might be interfering with user habit
- 58.
- 59. A/B Testing Tools Optimizely VisualWebsite Optimizer Unbounce*
- 60.
- 61. is good for…. seeingpage views, entry/ exit, platforms, engagement sampling from actual users testing live apps/services Log Analysis
- 62. Log Analysis Benefits Low maintenance:release and wait for data Flexibility, can measure a wide range of data Live testing, measures actual vs. self-reported user behavior Limitations Missing context of why users take an action Often requires initial development overhead
- 63. Example: Google Analytics Question:how many mobile users does my app have? http://www.smallbox.com/blog/quick-and-dirty-ux-3-things-google-analytics-can-tell-you-about-your-users
- 64. Example: Google Analytics Question:how many mobile users does my app have? http://www.smallbox.com/blog/quick-and-dirty-ux-3-things-google-analytics-can-tell-you-about-your-users
- 65. Example: Google Analytics Question:what paths do users take on my site/app?
- 66. Example: Google Analytics Question:what paths do users take on my site/app?
- 67. Example: Google Analytics Question:what paths do users take on my site/app? http://www.smallbox.com/blog/quick-and-dirty-ux-3-things-google-analytics-can-tell-you-about-your-users
- 68. Example: Google Analytics Question:how long are users spending on my site? http://www.smallbox.com/blog/quick-and-dirty-ux-3-things-google-analytics-can-tell-you-about-your-users
- 69. Example: Google Analytics Question:how long are users spending on my site? http://www.smallbox.com/blog/quick-and-dirty-ux-3-things-google-analytics-can-tell-you-about-your-users
- 70. Example: Google Analytics Customlogging: track any event you want (links, performance, etc.) http://www.sitepoint.com/5-ways-use-google-analytics-ux-research/
- 71. Usability Studies Formative Summative A/BTesting ✔ Field Studies ✔ Hallway Testing ✔ ✔ Heuristic Evaluation ✔ ✔ Hypothesis Testing ✔ Interviews ✔ ✔ Log Analysis ✔ Remote Testing ✔ Surveys ✔ ✔ Think-Aloud ✔ ✔ Wizard of Oz ✔
- 72. How to Choosea Usability Study? Triangulation (n.) - using two or more methods to discover and validate a finding.
- 73. Blind Men andthe Elephant Parable
- 74. Consider Tradeoffs andSelect Methods that Meet Your Needs
- 75. Usability Studies Formative Summative A/BTesting ✔ Field Studies ✔ Hallway Testing ✔ ✔ Heuristic Evaluation ✔ ✔ Hypothesis Testing ✔ Interviews ✔ ✔ Log Analysis ✔ Remote Testing ✔ Surveys ✔ ✔ Think-Aloud ✔ ✔ Wizard of Oz ✔
- 76. Usability Studies Formative SummativeQuantitative Qualitative A/B Testing ✔ ✔ Field Studies ✔ ✔ Hallway Testing ✔ ✔ ✔ Heuristic Evaluation ✔ ✔ ✔ Hypothesis Testing ✔ ✔ Interviews ✔ ✔ ✔ Log Analysis ✔ ✔ Remote Testing ✔ ✔ ✔ Surveys ✔ ✔ ✔ Think-Aloud ✔ ✔ ✔ Wizard of Oz ✔ ✔ what are you testing? what kind of results do you want?
- 77. Usability Studies Formative SummativeQuantitative Qualitative A/B Testing ✔ ✔ Field Studies ✔ ✔ Hallway Testing ✔ ✔ ✔ Heuristic Evaluation ✔ ✔ ✔ Hypothesis Testing ✔ ✔ Interviews ✔ ✔ ✔ Log Analysis ✔ ✔ Remote Testing ✔ ✔ ✔ Surveys ✔ ✔ ✔ Think-Aloud ✔ ✔ ✔ Wizard of Oz ✔ ✔ what are you testing? what kind of results do you want?
- 78. Potential Pitfalls ofQuantitative Research Easy to make mistakes: phantom correlations finding may not generalize (participant selection) requires sound experimental design But it’s a great supplement to qualitative research
- 79.
- 80. Activity - Part2 Reflect on the one interview you conducted. How has your knowledge grown? What do you still need to learn about? What do you need to get there? (What do you need to do complete a full persona?) How would you build a research plan for your topic?
- 81. Usability Studies Formative SummativeQuantitative Qualitative A/B Testing ✔ ✔ Field Studies ✔ ✔ Hallway Testing ✔ ✔ ✔ Heuristic Evaluation ✔ ✔ ✔ Hypothesis Testing ✔ ✔ Interviews ✔ ✔ ✔ Log Analysis ✔ ✔ Remote Testing ✔ ✔ ✔ Surveys ✔ ✔ ✔ Think-Aloud ✔ ✔ ✔ Wizard of Oz ✔ ✔ what are you testing? what kind of results do you want?
- 83. Validation & Evaluation A/BTesting Contextual Inquiry Diary Studies Ethnography Field Studies Focus Groups Hallway Testing Heuristic Evaluation Interviews Lab Studies Log Analysis Remote Testing Think-Aloud Surveys User Observation Data Collection, Validation, Evaluation Learn
- 84.
- 85. So Why Doesn’tMy UI Work? Seven Stages of Action Mental Models Psychological Biases Dark UX Patterns
- 86. Seven Stages ofAction USER SYSTEM Establish goal Form intention Specify action sequence Execute action Perceive system state Interpret system state Evaluate system state EXECUTION EVALUATION Gulf of Execution How do I do it? Gulf of Evaluation What does it mean?
- 87. The Gulfs Gulf ofExecution Does your app have good mappings? Can they easily figure out how to execute on their desired goal? Gulf of Evaluation Does your app provide good feedback and visual cues? Can users easily interpret what the data the app is conveying to them?
- 88.
- 89. Experimental Biases Selection Bias ConfirmationBias Diagnosis Bias Regression Towards the Mean
- 90. confirmation bias (n)- the tendency to search for or interpret information in a way that confirms one’s preconceptions possible pitfalls: you focus your questioning on behaviors that you expected to see, that confirm or validate your design you discount negative comments about your design
- 91. diagnosis bias (n)- the tendency to label things based on initial impressions, and the difficulty or inability to change minds after the initial impression possible pitfalls: discounting a participant’s responses based on their initial responses to selected questions
- 92. regression towards themean (n) - when a non- random sample is selected, the average of that sample tends to regress towards the mean possible pitfalls: thought your intervention was the reason for an improvement, but it was simply due to sampling
- 93. Cognitive Biases Anchoring Framing Change Blindness Illusionof Control Loss Aversion
- 94. Anchoring Anchor (n) -something that serves as a reference point
- 95. Anchoring Frame (n) -the way we present a decision may highlight different attributes A pound of meat that is 90% lean or A pound of meat that is 10% fat
- 96. Framing Frame (n) -the way we present a decision may highlight different attributes This treatment has a 90% chance of saving your life or This treatment has a 10% chance of failure, resulting in death
- 97.
- 98. change blindness (n)- the tendency to overlook alterations, especially when they appear immediately after a visual interruption
- 99. change blindness (n)- the tendency to overlook alterations, especially when they appear immediately after a visual interruption
- 100. change blindness (n)- the tendency to overlook alterations, especially when they appear immediately after a visual interruption
- 101.
- 102. Loss Aversion the tendencythat loss is more acutely felt than gain
- 103.
- 107. Dark UX Patterns Privacy:Should it be opt-in or opt out?
- 108. UX is aholistic approach, driven by process & iterations
- 109. Case-Study: Anemia inCambodia Iron deficiency is a global problem In the US: affects 3.5 million Americans each year In Cambodia: affects 68% of children, 50% of adults
- 110.
- 111.
- 112.
- 113. Image borrowed from:http://www.bustle.com/articles/84173-the-lucky-iron-fish-helps-fix-iron- deficiencies-just-by-boiling-it-with-food-and-it
- 114. UX Research &Design Refine Build Learn A/B Testing Contextual Inquiry Diary Studies Ethnography Field Studies Focus Groups Hallway Testing Heuristic Evaluation Interviews Lab Studies Log Analysis Remote Testing Think-Aloud Surveys User Observation Data Collection, Validation, Evaluation
- 115. Feedback & QA Questions?Comments? Are there topics you wished we spent more time on? How do you see some of these topics applying to your current work?
- 116. Thank you! Meg Kurdziolek meg.kurdziolek@gmail.com www.megkurdziolek.com KarenTang karen@kptang.com www.kptang.com
- 117.
- 118. Resources Lucky iron fishTED Talk https://www.youtube.com/watch?v=0Lf6glgKt3Q
- 119. Great UX ResearchBooks Just Enough Research by Erika Hall Usability Testing Essentials by Carol M. Barnum Observing the User Experience by Elizabeth Goodman