David Farkas gave a presentation on UX field research basics. He covered three main sections: planning and preparation, which included developing test plans, recruitment screeners, and interview guides; facilitating research, such as introductions, managing session flow, and body language; and analysis and reporting, like consolidating data, finding themes in the research, and determining what story to tell with the findings. The overall presentation provided guidance on how to properly plan for, conduct, and analyze UX field research.

1. UX Field Research Basics
David Farkas
UXCamp, February 2017

2. #PracticalResearch @dafark8
Who is this guy?
Philadelphia Based UX
EPAM
@dafark8
Co-Author of UX Research

3. #PracticalResearch @dafark8
Today’s Plan
Section 1
Planning & Preparation
Section 2
Out in the Field
Section 3
Finding the Patterns

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Section 1
Planning & Preparation
Once I have a well-defined question,
it’s simple to identify which information
resources will best answer it, and then
collect, merge, and analyze them to
answer the question.
- Matt Wakeman
“

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1. Validates initial assumptions and existing research
2. Ensures you cover all necessary topics
3. Helps session flow smoothly
Why Plan?

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Workproducts
Tools of the Trade
In reporting research results, the
two most important words are
“So what?”.
- Dan Brown
“

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Test Plan
• Project Background
• Overall purpose
• Determine Methodologies
• Communicate Outcomes
Template: http://www.usability.gov/how-to-and-
tools/resources/templates/ux-study-overview-
template.html

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Recruitment Screener
• Guided Survey
• User Profile Breakdown
• Demographics
• Behaviors
• Scheduling
Source: http://www.usability.gov/how-to-and-
tools/resources/templates/usability-test-
screener-website-example-1.html

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Interview Guide
• Opening script
• Contextual sections
• Goal Based questions
• Align with project goals
• Challenge assumptions

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Introduction Packet
• Pre-introduce yourself
• Provide your background
• Provide key contact
information
• Include your picture

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Travel Logistics
• Map out routes
• Estimate travel time
• On the Road
• Within Offices
• Plan breaks and meals
• Avoid over-scheduling

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Team Instructions
• Avoid asking questions
• Opportunity to ask question
• Control non-verbal reactions
• Stay focussed

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Notes Worksheet
• Key for multiple research
teams
• Aids in synthesis and analysis
• Eases on boarding of support/
additional team members

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Asking Good Questions
The hardest part of the job
The hard part is translating our
big research questions into good
interview questions.
- Colin MacArthur
“

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A good question seeks to explore the
unknown in a targeted and guided way,
while putting the participant at ease to
open up and provide feedback you might
not have expected or anticipated.
Good Questions, Defined

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Structure of a Question

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Trademarks of a Question
Good Questions Are:
• Open-ended
• Balance specificity
• Flow naturally
Bad Questions Are:
• Leading
• Shallow
• Personal or
unconscious bias

18. #PracticalResearch @dafark8
Recruitment
Finding the Right People
Without (recruiting) and the users
it brings, all other parts of
designing a product or service fall
back on the team’s assumptions.
- Jeremy Canfield
“

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Self-Recruiting
• Cold Calls
• Live Recruiting
• Email Blasts
• Screening
• Surveys
• Friends & Family

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Outsourcing Recruiting
• Market Research Firms
• Online User Groups
• Client Recruiting
• Online Testing Tools

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Logistics
Managing Your Day
“If you approach the problem
incorrectly or without mindful
thought, then your entire solution
may be false - or at best ineffective.
- Ron Strawbridge

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Logistics - An Overview
• Travel Time
• Office or Cities
• Building Access
• Dress Code
• Workspace
• Office or Coffee Shop
• Technology is not your friend

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Tech Checks
• Testing technology before
each session
• Checklists:
• Start of day
• Start of session
• End of session
• End of day

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Managing Documents
• Consent Forms
• Honorariums
• Discussion Guides
• Notes Forms
• Recordings
• Photos and Images
• Storage!

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Dry Runs
• Perfect Practice Prevents Piss
Poor Performance
• Practice
• Practice
• Practice
• then practice one more time
http://www.nasa.gov/multimedia/imagegallery/image_feature_1979.html

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Section 2
Facilitating Research
As a UX researcher, it’s
imperative to remain neutral
and unbiased.
- Kyle Soucy
“

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Introductions & Warming Up
“Hi, my name is…”
• Set a friendly tone
• Break down barriers
• Establish trust
• Humanize yourself & your
team
• The art of small talk

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Managing Flow
• Start easy
• Build to complexity
• Know when to back off
• Know when to push further

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Improvisation in Research
• Build off feedback
• Support your players
• The participant is the star
• Failure is OK
• Build off experiences and
have an open mind

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Body Language
• Verbal signs
• Non-verbal signs
• Facial expressions
• Body language is a two-way
street
• Mirroring
• How are you perceived?

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Energy Levels
• Treat every session as your
first
• Change roles
• Don’t over schedule
• Take breaks
• Coffee (all the coffee)

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Debrief Sessions
• Daily debrief sessions
• Team sessions
• Client sessions
• In person
• Remote

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Section 3
Analysis & Reporting
The real key to unlocking
game-changing opportunities
for growth is to deeply
understand the people you are
looking to serve.
- Ofer Deshe
“

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Consolidate Data
• Define your data points
• Gather all notes & transcripts
• Identify key data points

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Find Your Story
• Who is your audience?
• What do you want to achieve?
• What should you use to
communicate that goal?
https://www.flickr.com/photos/rosenfeldmedia/25672123376/in/album-
72157665621011091/

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What Story Do You Tell?
• Business strategy
• Product roadmap
• Discoveries & opportunities
• Identify additional research
• Identify knowledge gaps

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What We Covered
Section 1
Planning & Preparation
Section 2
Out in the Field
Section 3
Finding the Patterns

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Thank You!
Now Available!
David Farkas @dafark8
Brad Nunnally @bnunnally