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UX Process Improved

Integrating User Insight


             Aviva Rosenstein
             Lead Usability Analyst, Salesforce.com
             @uxresearch
             arosenstein@salesforce.com




             Steve Portigal                             #UXsxsw
             Principal, Portigal Consulting
             @steveportigal
             www.portigal.com
             steve@portigal.com




SXSWi                           Portigal & Rosenstein             1
Why we’re here, what you’ll learn
We believe: insights about people help
 teams create great user experiences

We’ll talk about:
  – What sort of insights are valuable at different
     points in the product development process
  – Frameworks that may help you decide how to
     go about getting those insights
  – Basic skills to get better insights

SXSWi                 Portigal & Rosenstein           2
We Uncover Needs but Also
         Reveal New Opportunities




SXSWi             Portigal & Rosenstein   3
SXSWi   Portigal & Rosenstein   4
Moving Beyond “Testing”

• More to do than validating our hypothesized
  solutions
• Insight inspires the creation of new solutions
• Ask what someone wants, without expecting
  to simply go and implement that answer
• Seek to understand why!


 SXSWi               Portigal & Rosenstein         5
What type of insight?

RICH DESCRIPTION
• Gain understanding of user’s
  lived experience, values,
  desires, environments
• Research design is emergent,
  opportunistic
• Data: stories, recordings,
  images, artifacts
• Leading indicators

SXSWi               Portigal & Rosenstein   6
What type of insight?

                       QUANTITATIVE
                         • Model behavior, predict
                           outcomes
                         • Research design is
                           fixed, hypothesis driven
                         • Data: Numbers, counts,
                           percentages, statistics
                         • Trailing indicators


SXSWi           Portigal & Rosenstein             7
User research throughout the product lifecycle


Stage of product lifecycle   Prototype                 Alpha   Beta   General




Simplified
waterfall



Regardless of the development process used, different phases
of the product lifecycle benefit from different types of insight.


  SXSWi                        Portigal & Rosenstein                            8
The idealized product lifecycle
               (according to a user researcher)

  What do we          How do we                     How well did
    build?             build it?                    we build it?




Regardless of the development process used, different phases
of the product lifecycle benefit from different types of insight.


 SXSWi                      Portigal & Rosenstein                   9
How do the insights from
  user research fit into the UX process?




SXSWi             Portigal & Rosenstein    10
The Right Insight at the Right Time



        Ideate &   Refine ideas,              Launch
        Plan       prototype, build




                   Iterate and improve




SXSWi                 Portigal & Rosenstein            11
The Right Insight at the Right Time


        Take a fresh look
        at people

        What do we          Refine ideas,              Launch
        build?              prototype, build




                            Iterate and improve




SXSWi                          Portigal & Rosenstein            12
The Right Insight at the Right Time


                     Use existing ideas as
                     hypotheses

        What do we   Refine ideas,              Launch
        build?       prototype, build




                     Iterate and improve




SXSWi                   Portigal & Rosenstein            13
The Right Insight at the Right Time


                                                  Is it working
                                                  like we hoped?

        What do we   Refine ideas,              Launch
        build?       prototype, build




                     Iterate and improve




SXSWi                   Portigal & Rosenstein                      14
The Right Insight at the Right Time



        What do we    Refine ideas,              Launch
        build?        prototype, build

                     History provides
                     context to explore new
                     opportunities

                     Iterate and improve




SXSWi                    Portigal & Rosenstein            15
Get to the answers that matter, and
        match resources required with risk
                                              Resource
                                              intensive
Quick,                                        techniques:
low cost                                      Ethnographies,
techniques:                                   Diary Studies
Rapid iterative                               Segmentation
studies,                                      surveys,
Online card sorts,                            UX evaluations
Live testing                                  and benchmarks,
                                              Eyetracking

                     Being able to generalize
                      the results of a study
                      usually requires more
                        money and time.
SXSWi                 Portigal & Rosenstein                16
Method selection framework
                                                      When
                                                      risk is high,
                                                      consider
More                                                  more
Resources                                             resource
                                                      intensive
                                                      approaches



Fewer
Resources


            More                       More
 SXSWi
            Descriptive                Quantifiable
                          Portigal & Rosenstein                       17
Different Methods Work Together




  Start with descriptive research, then validate hypotheses
                              or
 Look at abstractions, patterns – then go look at individuals
    experiences to develop explanations, understanding

SXSWi                     Portigal & Rosenstein                 18
Different Methods Work Together
                                     Music Application Usage


                                                                                           55%
Windows Media Player                                                                       55%
                                                                                           55%

                                                                               38%
            RealPlayer                                               33%
                                                                       35%

                                          18%
               iTunes                                23%
                                                            28%

                                              18%
 MusicMatch Jukebox                      17%
                                               20%

                              7%
              Winamp          7%
                                        16%

                         0%    10%        20%                30%               40%   50%         60%




    SXSWi                                              Portigal & Rosenstein                           19
Different Methods Work Together
                                     Music Application Usage


                                                                                           55%
Windows Media Player                                                                       55%
                                                                                           55%

                                                                               38%
            RealPlayer                                               33%
                                                                       35%

                                          18%
               iTunes                                23%
                                                            28%

                                              18%
 MusicMatch Jukebox                      17%
                                               20%

                              7%
              Winamp          7%
                                        16%

                         0%    10%        20%                30%               40%   50%         60%




    SXSWi                                              Portigal & Rosenstein                           20
The UX Community Offers the
        Promise of Mastery




SXSWi         Portigal & Rosenstein   21
SXSWi
        Muscles vs. methods
              Portigal & Rosenstein   22
But we must go beyond rote
                 learning
• There are some human-scale skills that
  underpin most (all?) methods and that are
  essential if you want to build your abilities across
  current and future methods
        –   Listening
        –   Synthesis
        –   Noticing/Observation
        –   Empathy
        –   Storytelling
        –   Modeling

SXSWi                          Portigal & Rosenstein     23
Four (questioning) tactics for
                 listening


             Natural language
                                                        Questions without
                                                           Answers




               Silence 1                                    Silence 2
SXSWi                           Portigal & Rosenstein                       24
Tactic #1 – Natural Language


        Talk like your
        subject talks!




SXSWi              Portigal & Rosenstein   25
Tactic #2 – Questions without
               Answers
    Don’t give
    away the
    answers you
    are looking for



SXSWi             Portigal & Rosenstein   26
Tactic #3 – Silence 1

    After you ask
    your question,
    be silent




SXSWi            Portigal & Rosenstein   27
Tactic #4 – Silence 2

    After they’ve
    answered you,
    be silent




SXSWi           Portigal & Rosenstein   28
Listening Body Language




           Yes!                           Not so much.
SXSWi             Portigal & Rosenstein                  29
Synthesis is Successive
             Refinement
• First process the experience you have
  collecting data (“in your head”) and then the
  data itself (“heavy lifting”)
• You’ll go through and refine it
• Then go through that and refine it
• Repeat!




SXSWi                 Portigal & Rosenstein       30
Synthesis is Ongoing

• Throughout the data collection process
        • Storytelling and regular debriefs: What did you see?
          What does it mean?
        • Go talk about what you saw and write it up
        • Get all the detail, don’t worry about what it means
          until later




SXSWi                         Portigal & Rosenstein              31
Noticing

•   Things that make you go
    “Hmm”
•   Your attention is grabbed
•   Stop what you are doing
•   Laugh
•   Point
•   Cringe
•   Don’t understand


SXSWi                Portigal & Rosenstein   32
Noticing Is Important In UX Research
•    Gaps between self-reported
     and actual behavior
•    Not only what people say,
     but how they say it
•    Workarounds, hacks, and
     kludges
•    Process breakdowns
•    Artifacts or details to ask
     about
    SXSWi            Portigal & Rosenstein   33
Noticing helps you to notice later
SXSWi         Portigal & Rosenstein   34
Noticing helps you to notice later
SXSWi         Portigal & Rosenstein   35
Noticing helps you to notice later
SXSWi         Portigal & Rosenstein   36
Noticing helps you to notice later
SXSWi         Portigal & Rosenstein   37
Noticing helps you to notice later
SXSWi         Portigal & Rosenstein   38
Empathy
• Let go of your perspective
• Embrace their perspective

             Let go,
              Luke!




 SXSWi                 Portigal & Rosenstein   39
HOWTO Let Go
• Before you start a project, do a
  team-wide brain dump of all your
  assumptions and expectations

• Make user sessions about that
  user                                         Sometimes the
                                               unpredictable and “real”
                                               nature of interviews will
• Be comfortable asking questions              ensure that you do
                                               indeed let go
  even if you think you know the
  answers


 SXSWi                 Portigal & Rosenstein                           40
Wrap It Up




SXSWi            Portigal & Rosenstein   41
“Methodology should not be a
 fixed track to a fixed destination,
 but a conversation about
 everything that could be made
 to happen.”

        John Chris Jones,
        Design Methods (1992)
SXSWi                 Portigal & Rosenstein   42
I’ve got a tip
                       (that you
                    didn’t cover)
                      that works
                    well for me…
         One new                                   Yeah, I’ve
          thing I                                     got a
         learned                                   question
        today is…                                   for ya…




SXSWi                      Portigal & Rosenstein                43
Thank You!
Steve Portigal                                           Aviva Rosenstein
Principal, Portigal Consulting                           Lead Usability Analyst, Salesforce.com
@steveportigal                                           @uxresearch
www.portigal.com                                         arosenstein@salesforce.com
steve@portigal.com




    SXSWi                        Portigal & Rosenstein                                            44

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UX Process Improved: Integrating User Insight

  • 1. UX Process Improved Integrating User Insight Aviva Rosenstein Lead Usability Analyst, Salesforce.com @uxresearch arosenstein@salesforce.com Steve Portigal #UXsxsw Principal, Portigal Consulting @steveportigal www.portigal.com steve@portigal.com SXSWi Portigal & Rosenstein 1
  • 2. Why we’re here, what you’ll learn We believe: insights about people help teams create great user experiences We’ll talk about: – What sort of insights are valuable at different points in the product development process – Frameworks that may help you decide how to go about getting those insights – Basic skills to get better insights SXSWi Portigal & Rosenstein 2
  • 3. We Uncover Needs but Also Reveal New Opportunities SXSWi Portigal & Rosenstein 3
  • 4. SXSWi Portigal & Rosenstein 4
  • 5. Moving Beyond “Testing” • More to do than validating our hypothesized solutions • Insight inspires the creation of new solutions • Ask what someone wants, without expecting to simply go and implement that answer • Seek to understand why! SXSWi Portigal & Rosenstein 5
  • 6. What type of insight? RICH DESCRIPTION • Gain understanding of user’s lived experience, values, desires, environments • Research design is emergent, opportunistic • Data: stories, recordings, images, artifacts • Leading indicators SXSWi Portigal & Rosenstein 6
  • 7. What type of insight? QUANTITATIVE • Model behavior, predict outcomes • Research design is fixed, hypothesis driven • Data: Numbers, counts, percentages, statistics • Trailing indicators SXSWi Portigal & Rosenstein 7
  • 8. User research throughout the product lifecycle Stage of product lifecycle Prototype Alpha Beta General Simplified waterfall Regardless of the development process used, different phases of the product lifecycle benefit from different types of insight. SXSWi Portigal & Rosenstein 8
  • 9. The idealized product lifecycle (according to a user researcher) What do we How do we How well did build? build it? we build it? Regardless of the development process used, different phases of the product lifecycle benefit from different types of insight. SXSWi Portigal & Rosenstein 9
  • 10. How do the insights from user research fit into the UX process? SXSWi Portigal & Rosenstein 10
  • 11. The Right Insight at the Right Time Ideate & Refine ideas, Launch Plan prototype, build Iterate and improve SXSWi Portigal & Rosenstein 11
  • 12. The Right Insight at the Right Time Take a fresh look at people What do we Refine ideas, Launch build? prototype, build Iterate and improve SXSWi Portigal & Rosenstein 12
  • 13. The Right Insight at the Right Time Use existing ideas as hypotheses What do we Refine ideas, Launch build? prototype, build Iterate and improve SXSWi Portigal & Rosenstein 13
  • 14. The Right Insight at the Right Time Is it working like we hoped? What do we Refine ideas, Launch build? prototype, build Iterate and improve SXSWi Portigal & Rosenstein 14
  • 15. The Right Insight at the Right Time What do we Refine ideas, Launch build? prototype, build History provides context to explore new opportunities Iterate and improve SXSWi Portigal & Rosenstein 15
  • 16. Get to the answers that matter, and match resources required with risk Resource intensive Quick, techniques: low cost Ethnographies, techniques: Diary Studies Rapid iterative Segmentation studies, surveys, Online card sorts, UX evaluations Live testing and benchmarks, Eyetracking Being able to generalize the results of a study usually requires more money and time. SXSWi Portigal & Rosenstein 16
  • 17. Method selection framework When risk is high, consider More more Resources resource intensive approaches Fewer Resources More More SXSWi Descriptive Quantifiable Portigal & Rosenstein 17
  • 18. Different Methods Work Together Start with descriptive research, then validate hypotheses or Look at abstractions, patterns – then go look at individuals experiences to develop explanations, understanding SXSWi Portigal & Rosenstein 18
  • 19. Different Methods Work Together Music Application Usage 55% Windows Media Player 55% 55% 38% RealPlayer 33% 35% 18% iTunes 23% 28% 18% MusicMatch Jukebox 17% 20% 7% Winamp 7% 16% 0% 10% 20% 30% 40% 50% 60% SXSWi Portigal & Rosenstein 19
  • 20. Different Methods Work Together Music Application Usage 55% Windows Media Player 55% 55% 38% RealPlayer 33% 35% 18% iTunes 23% 28% 18% MusicMatch Jukebox 17% 20% 7% Winamp 7% 16% 0% 10% 20% 30% 40% 50% 60% SXSWi Portigal & Rosenstein 20
  • 21. The UX Community Offers the Promise of Mastery SXSWi Portigal & Rosenstein 21
  • 22. SXSWi Muscles vs. methods Portigal & Rosenstein 22
  • 23. But we must go beyond rote learning • There are some human-scale skills that underpin most (all?) methods and that are essential if you want to build your abilities across current and future methods – Listening – Synthesis – Noticing/Observation – Empathy – Storytelling – Modeling SXSWi Portigal & Rosenstein 23
  • 24. Four (questioning) tactics for listening Natural language Questions without Answers Silence 1 Silence 2 SXSWi Portigal & Rosenstein 24
  • 25. Tactic #1 – Natural Language Talk like your subject talks! SXSWi Portigal & Rosenstein 25
  • 26. Tactic #2 – Questions without Answers Don’t give away the answers you are looking for SXSWi Portigal & Rosenstein 26
  • 27. Tactic #3 – Silence 1 After you ask your question, be silent SXSWi Portigal & Rosenstein 27
  • 28. Tactic #4 – Silence 2 After they’ve answered you, be silent SXSWi Portigal & Rosenstein 28
  • 29. Listening Body Language Yes! Not so much. SXSWi Portigal & Rosenstein 29
  • 30. Synthesis is Successive Refinement • First process the experience you have collecting data (“in your head”) and then the data itself (“heavy lifting”) • You’ll go through and refine it • Then go through that and refine it • Repeat! SXSWi Portigal & Rosenstein 30
  • 31. Synthesis is Ongoing • Throughout the data collection process • Storytelling and regular debriefs: What did you see? What does it mean? • Go talk about what you saw and write it up • Get all the detail, don’t worry about what it means until later SXSWi Portigal & Rosenstein 31
  • 32. Noticing • Things that make you go “Hmm” • Your attention is grabbed • Stop what you are doing • Laugh • Point • Cringe • Don’t understand SXSWi Portigal & Rosenstein 32
  • 33. Noticing Is Important In UX Research • Gaps between self-reported and actual behavior • Not only what people say, but how they say it • Workarounds, hacks, and kludges • Process breakdowns • Artifacts or details to ask about SXSWi Portigal & Rosenstein 33
  • 34. Noticing helps you to notice later SXSWi Portigal & Rosenstein 34
  • 35. Noticing helps you to notice later SXSWi Portigal & Rosenstein 35
  • 36. Noticing helps you to notice later SXSWi Portigal & Rosenstein 36
  • 37. Noticing helps you to notice later SXSWi Portigal & Rosenstein 37
  • 38. Noticing helps you to notice later SXSWi Portigal & Rosenstein 38
  • 39. Empathy • Let go of your perspective • Embrace their perspective Let go, Luke! SXSWi Portigal & Rosenstein 39
  • 40. HOWTO Let Go • Before you start a project, do a team-wide brain dump of all your assumptions and expectations • Make user sessions about that user Sometimes the unpredictable and “real” nature of interviews will • Be comfortable asking questions ensure that you do indeed let go even if you think you know the answers SXSWi Portigal & Rosenstein 40
  • 41. Wrap It Up SXSWi Portigal & Rosenstein 41
  • 42. “Methodology should not be a fixed track to a fixed destination, but a conversation about everything that could be made to happen.” John Chris Jones, Design Methods (1992) SXSWi Portigal & Rosenstein 42
  • 43. I’ve got a tip (that you didn’t cover) that works well for me… One new Yeah, I’ve thing I got a learned question today is… for ya… SXSWi Portigal & Rosenstein 43
  • 44. Thank You! Steve Portigal Aviva Rosenstein Principal, Portigal Consulting Lead Usability Analyst, Salesforce.com @steveportigal @uxresearch www.portigal.com arosenstein@salesforce.com steve@portigal.com SXSWi Portigal & Rosenstein 44