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UX Research
Practical Techniques for Designing Better Products
David Farkas
Digital Tech Summit, March 2020
#PracticalResearch @dafark8
Who is this guy?
EPAM
@dafark8
Co-Author of UX Research
Research, Strategy, Workshops,
Improvisation
CollaborativeImprov.com
#PracticalResearch
#PracticalResearch @dafark8
History of Research & Good Questions
Quantitative & Qualitative Methods
Method Selection
Choosing Methods
Mind Map Exploration
Break
Making Sense of the Mess
CandyLand Analysis & Spectrum Analysis
Communicating Insights
Samples Findings & Synthesis
Getting the Most Out of Research
Planning for the Future
Q&A
Today’s Plan
#PracticalResearch @dafark8
Section 1
History of Research & Good Questions
I don’t pretend we have all the
answers. But the questions are
certainly worth thinking about.
- Arthur C. Clark
“
#PracticalResearch @dafark8
Research Predates Computers
• Research in Manufacturing
• Research in Engineering
• Research in Automobiles
#PracticalResearch @dafark8
Enter Human Factors
• The Measure of Man
• Field Research
• Ergonomics
• KLM
#PracticalResearch @dafark8
Human Factors in Aerospace
#PracticalResearch @dafark8
Field Research is observational research
of a user’s tasks and behaviors, most
usually conducted on location or in
context where the behaviors usually take
place.
Field Research, Defined
#PracticalResearch @dafark8
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
#PracticalResearch @dafark8
Types of Questions
• Basic & Demographic
• Process Oriented
• Explanatory
• Descriptive
• Time-Based
• Frustrations
• Ideals
• Dreams
#PracticalResearch @dafark8
Structure of a Question
#PracticalResearch @dafark8
Trademarks of a Question
Good Questions Are:
• Open-ended
• Balance specificity
• Flow naturally
Bad Questions Are:
• Leading
• Shallow
• Personal or
unconscious bias
#PracticalResearch @dafark8
When to Break the Rules
• Leading - Elicit Emotional
Responses
• Shallow - Warming Up
• Personal Bias - Devil’s
Advocate
#PracticalResearch @dafark8
Section 2
Quantitative & Qualitative Methods
Objectivity requires taking
subjectivity into account.
- Lorraine Code
“
#PracticalResearch @dafark8
Quantitative Research focusses on
objective measurements through
statistics and analysis most often collect
through surveys, polls, and data analytics.
Quantitative, Defined
#PracticalResearch @dafark8
What Quantitative Is…
• Measured and quantified
• Automatically collected or
gathered
• Based on trends & historical
data
• Defines the “what” and “how”
• Cannot define the “why”
#PracticalResearch @dafark8
What Quantitative Is Not…
• Why something is working
• How something is broken
• Trends. Only represent past
behaviors, not future actions
• Generalized. Specific to the
question and doesn’t uncover
hidden trends
#PracticalResearch @dafark8
3-Phases of Research
#PracticalResearch @dafark8
Analytics
#PracticalResearch @dafark8
Surveys
#PracticalResearch @dafark8
Tree-Jack Studies
#PracticalResearch @dafark8
Heat Map (Eye Tracking)
#PracticalResearch @dafark8
Card Sorting
(Debatable as Quant)
#PracticalResearch @dafark8
Words of Quantitative Caution
• Lots of different methods
• Not all are always appropriate
• Understand when qualitative
produces more tangible
results
• Quant requires larger
population/sample sizes
#PracticalResearch @dafark8
Qualitative Research focusses on
behaviors and motivations through direct
observation interaction with participants.
Qualitative, Defined
#PracticalResearch @dafark8
What Qualitative Is…
• Subjective
• Emotionally Driven
• Based on Perceptions
• Explore the rationalization, or
“why” of behavior
#PracticalResearch @dafark8
What Qualitative Is Not…
• How many folks experience
the same issue?
• How to fix something
• Guarantee Truth
• Actionable without synthesis
#PracticalResearch @dafark8
3-Phases, Revisted
#PracticalResearch @dafark8
Landscape Analysis
#PracticalResearch @dafark8
Heuristic Reviews
#PracticalResearch @dafark8
Contextual Inquiry
#PracticalResearch @dafark8
Product Testing
(Concept Validation)
#PracticalResearch @dafark8
Words of Qualitative Caution
• Stakeholder (often) require
cold, hard facts
• Answers are not binary
• Responses are from smaller
data sets
#PracticalResearch @dafark8
Activity - Method Selection
Supplies
• Blank Paper
Steps
• Reflect on a research problem
• Identify questions
• Identify participants
• Method selection
#PracticalResearch @dafark8
Discuss - Method Selection
• Did you gravitate to some
methods over another?
• Why?
• What were some challenges in
choosing methods?
#PracticalResearch @dafark8
Section 3
Choosing Methods
But choose wisely, for while the
true Grail will bring you life, the
false Grail will take it from you.
- Grail Knight,
Indiana Jones and the Last Crusade, 1989
“
#PracticalResearch @dafark8
Define Your Questions
• What are your Goals
• Stakeholder Needs
• Sample Size
• Location
• Budget
• Timeline
#PracticalResearch @dafark8
Mixing & Matching Methods
• Use Quantitative to inform
Qualitative
• Examples
• Analytics inform Contextual
Inquiries
• Surveys support Customer
Feedback
#PracticalResearch @dafark8
Mixing & Matching Methods
• Map the method(s) to the
goals
• Workflow? Don’t use Card
Sorting
• Motivations? Don’t use
Analytics
#PracticalResearch @dafark8
Activity - Mind Map
Supplies
• Mind Map template
• Pen & pencil
Steps
• Reflect on previous activity
• Choose one question
• Identify & gauge methods &
opportunities
#PracticalResearch @dafark8
Discuss - Mind Map
• Did writing doesn’t the risks /
opportunities change your
perception of the methods?
• What is a risk you saw
throughout a number of your
methods?
Break
#PracticalResearch @dafark8
Section 4
Making Sense of the Mess
Data doesn’t exist. Information
exists and it’s ephemeral. When
we capture it, it’s data.
- TED Radio Hour, Big Data Revolution
“
#PracticalResearch @dafark8
Analysis is the process of transforming raw
data into actionable information and
insights.
Analysis, Defined
#PracticalResearch @dafark8
Value of Analysis
• Validates assumptions
(challenges hypothesis)
• Provides insights
• Informs requirements
• Based on data
#PracticalResearch @dafark8
Steps to Analysis
• Gather data points
• Choose approach
• Model data
• Rinse & repeat
#PracticalResearch @dafark8
Speadsheets
#PracticalResearch @dafark8
Affinity Diagrams
#PracticalResearch @dafark8
Digital Affinity Diagrams
(Trello)
#PracticalResearch @dafark8
Highlight Reel
#PracticalResearch @dafark8
Quadrant Mapping
#PracticalResearch @dafark8
Spectrum Analysis
#PracticalResearch @dafark8
Activity - Candyland Analysis
Supplies
• Candy!
Steps
• Organize the candy based on
some attribute or interest
• Pause
• Reflect
• Reorganize & repeat
#PracticalResearch @dafark8
Activity - Candyland Analysis
Supplies
• Candy!
• Paper
Steps
• Draw 5-6 horizontal lines on
the paper
• Label each line with two
extremes (e.g. salt/sweet)
• Place candies along the scales
#PracticalResearch @dafark8
Discuss - Candyland Analysis
• How did you first organize the
candies? Why?
• How did you organize the
candy the second time?
• What is one thing you saw
differently across your
organization methods?
#PracticalResearch @dafark8
Section 5
Communicating Insights
It takes as much energy to wish as
it does to plan.
- Eleanor Roosevelt
“
#PracticalResearch @dafark8
Define Your Audience
• Research & product team
• Business executives
• Business stakeholders
• Product owners
#PracticalResearch @dafark8
Define Your Goals
• Validate assumptions
• Promote & sell product
• Gain buy-in
• Promote more research
• Explore business needs
#PracticalResearch @dafark8
Define Your Format
• Powerpoint
• Executive summary
• Narrative exploration
• Detailed exposition
• Video
• Full Readout
#PracticalResearch @dafark8
Define Your Story
• What is your audience
interested in?
• What do you want to achieve?
• Business strategy
• Product roadmap
• Discoveries & opportunities
• Identify additional research
• Identify knowledge gaps
• What should you use to
communicate that goal?
https://www.flickr.com/photos/rosenfeldmedia/25672123376/in/album-
72157665621011091/
#PracticalResearch @dafark8
Executive Summary
#PracticalResearch @dafark8
Full Readout
#PracticalResearch @dafark8
Product Roadmap
#PracticalResearch @dafark8
1
3
7
8
SHARE FACEBOOK
ICON
TWITTER
ICON
Aug. 14, 2012 Highlights
for recycling. (more)
in energy assistance. (more)
te quia vit (more)
Strum voluptas dolut quat estint quos re-
hent. (more)
Evendit isintio nseque pro bla consect
enienihil ipicient. (more)
(235xScalable)
Ameren and...Highlights
Go Paperless!
Turn off your paper
bill and receive...
(more)
LOGO
SEARCH GO
1
DID YOU KNOW
CONTENT AREA
UserID
Password
LOGIN
Create Account
Other Logins
Refrigerator
Free pick up...
(more)
2
Expiring law could
(more)
It is essential to how
we do business...
(more)
Lorem Ipsum
It is essential to how
we do business...
(more)
3
5 6
Ameren employees
volunteer...
(more)
4
Power statement
About Ameren
Social Media
My Account
PAYBILL VIEW BILL
VIEW PAYMENT
HISTORY
REPORT
OUTAGE
TEMPLATE 1A-1
CORPORATE WITH HIGHLIGHTS AREA
MY ACCOUNT
Size is mindful of the Banner dimensions to add to
consistency
ROTATING BANNER
Increased banner size
2.1 Banner progress status, number of shapes will indicate
how many banners (3 should be minimum) and will have an
indicator to show which banner is active
ADDITIONAL CALLOUTS
3.1 About Ameren
3.2
3.3 Social Media icons are repeated and more accessible
MY ACCOUNT
Above fold, more accessible, and larger
4.1 Report an Outage within the My Account section and
equal size to other callouts in this area
HIGHLIGHTS
Highlights only appear in the Corporate homepage template
CHICLET AREA
Newly designed chiclets
DID YOU KNOW
Anchored to bottom of page layout column. Will contain call
to action
FOOTER
Contains copyright information and links
7.1 Share and social media links repeated in footer
1.
2.
3.
4.
5.
6.
7.
AMEREN
HOMEPAGE WIREFRAME TEMPLATE
(196xScalable)
2
4
5 6
2.1
3.1
3.2
3.3
7.1
4.1
Product Requirements
#PracticalResearch @dafark8
Activity - Synthesize Research
Supplies
• Research notes
• Post-it notes
Steps
• Review research notes
• Collect data points
• Group data points
• Label groupings
#PracticalResearch @dafark8
Discuss - Synthesize Research
• How can you look at the data
points through different points
of view?
• How do you determine which
groupings take priority?
#PracticalResearch @dafark8
Section 6
Getting the Most Out of Research
Study the past if you would define
the future.
- Confucius
“
#PracticalResearch @dafark8
Research is Ongoing
• Research to learn
• Research to define
• Research to make
• Research to do
#PracticalResearch @dafark8
Research Starts with Questions
• Questions at any stage of a
project lifecycle
• No bad time for questions
• No bad time for research
• Research can be small or
large
#PracticalResearch @dafark8
Research at every phase
#PracticalResearch @dafark8
Risks of Skipping Research
• Defining the wrong product
• Build the wrong features
• Feature creep
• Code debt
• Design debt
#PracticalResearch @dafark8
Activity - Plan for Tomorrow
Supplies
• Research findings
• Post-it notes
• Plan for Tomorrow worksheet
Steps
• Work through each column
• 5-minutes per column
• Discuss
The best time to plant a tree
do research was 20-years ago
last sprint.
The second best time is today.
-Chinese Proverb, Adapted
#PracticalResearch @dafark8
Thank You!
David_Farkas1@epam.com
David Farkas @dafark8
CollaborativeImprov.com
Key Resources:
Turnaround Podcast with Jesse Thorn
Discussing Design, Connor, Irizarry
Design the Conversation, Nunnally &
Unger

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UX Research Workshop, DTX 2020