Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
MindCanvas: Reimagining online          research         Rashmi Sinha           Uzanto            www.uzanto.com         w...
Duct-tape research!(in the trenches - Information Architecture           Redesign of eBay.com)                            ...
Background to IA redesign • eBay.com has grown in organic fashion –   inconsistent, fractured user experience   – Separate...
Challenges • New IA would need to   – Serve diverse user group      • varying goals / mental models   – Be future-oriented...
Goals of research • Research has multiple goals    – Need successful design, not just good design       • Serves user     ...
3-stage user research                                                                    Preliminary IA                   ...
Stage 1: Explore domain with Freelisting •   Goals      – Explore domain in open-ended fashion, map scope.      – Generate...
Stage 2: Explore user categorizations • Goals:    – Gain insight into user thinking about eBay    – Identify top-level cat...
Identify top levels of hierarchy • Hierarchical Cluster analysis to   generate aggregate user   categorizations.          ...
Stage 3: Verify & refine scheme • Goals:    – Verify 5-category scheme covers all of eBay.        • What tasks/concepts do...
Sell - Before                11
Sell Hub - After                   12
eBay redesigned successfully!• Three-stage methodology                           Preliminary IA   – Understand business co...
Duct-tape research!There has to be a better way - fast, cheap         (relatively) & online…                              ...
Why we built MindCanvas • Qualitative research is great, takes a lot of time • Online tools suck, get used anyway (users n...
Inspiration • Luis Von Ahn’s ESP Game   – Rely on games to label the web • PopCap Games   – Quick, short, engaging games •...
17
MindCanvas interpretation back to the future!                            18
What is MindCanvas? Remote research                                   Interactive methods                                 ...
Game-like elicitation methods • Surveys do not engage people. Games are fun!    – People engage in complex tasks willingly...
Rich interactive visualizations • Large datasets need statistical analysis & data mining • Visualizations-to-go       • Se...
MindCanvas research focuses on the mind• Inspiration from  cognitive anthropology,                   Preferences          ...
Who we built for: designer persona  The busy designer / researcher who wants to  look at patterns visually                ...
Who we built for: participant persona   The not-tech savvy person who occasionally   takes surveys                        ...
Where MindCanvas could help • Product Development: Finding the right   feature-set for the right users (or personas) • Inf...
MindCanvas in product development • Initial understanding of domain   – What’s important to people? What words do they    ...
MindCanvas in Information Architecture • How do people think about a domain?    – Method: OpenSort    – Deliverable       ...
28
Questions?                rashmi@uzanto.com             MindCanvas team is…                      Delhi                    ...
Methods & Deliverables • Current Methods   – OpenSort: Dendogram, VocabBrowser, SimilarityBrowser   – TreeSort: ClusterBro...
Collaborative ResearchProcess • High quality research needs expertise   – research design + statistics • Service should en...
What is MindCanvas • An innovative research platform for high   quality research   – Game-like elicitation methods   – Int...
Upcoming SlideShare
Loading in …5
×

Rashmi xerox parc

257 views

Published on

  • Be the first to comment

  • Be the first to like this

Rashmi xerox parc

  1. 1. MindCanvas: Reimagining online research Rashmi Sinha Uzanto www.uzanto.com www.themindcanvas.com 1
  2. 2. Duct-tape research!(in the trenches - Information Architecture Redesign of eBay.com) 2
  3. 3. Background to IA redesign • eBay.com has grown in organic fashion – inconsistent, fractured user experience – Separate design / usability efforts for parts of eBay • first effort to focus on user experience for entire site • Basic eBay facts – World’s largest online marketplace (79 million in US) – Types of users • Buyers & sellers • New & experienced • Individuals & corporations • Different countries & cultures 3
  4. 4. Challenges • New IA would need to – Serve diverse user group • varying goals / mental models – Be future-oriented, allow for change & growth – Changes needed to be evolutionary not revolutionary • accommodate users familiar with current site • Senior management at eBay needed proof – Is there need for such drastic restructuring? • Research to be completed in 6 weeks! 4
  5. 5. Goals of research • Research has multiple goals – Need successful design, not just good design • Serves user • Satisfies business goals • Is accepted by management • 3-stage research method • Stages: Exploration  Understanding  Verification • Stages complement & build upon each other • Mix of qualitative & quantitative methods • Qualitative: rich, open-ended understanding of users / domain • Quantitative: recommendations grounded in data (help make case to management) 5
  6. 6. 3-stage user research Preliminary IA 3 stages Scope of content & ebay.com functionality Stage 1: ExploreStakeholders Interviews, free-listing Buy Sub cat1 Sell SubCat1 Community SubCat1 xx SubCat2 SubCat2 el xx SubCat3 SubCat3 ev es SubCat4 xx -l op gori SubCat4 Stage 2: Understand SubCat4 xx T e SubCat5 t Subcat2 Open card-sorting ca SubCat6 SubCat5 Subcat3 xx Subcat4 xxx xxx xxx xxx Stage 3: Verify / xxx Refine Verify xxUser thinking / categorization xx Large-sample closedcategorization card-sorting xxx 6
  7. 7. Stage 1: Explore domain with Freelisting • Goals – Explore domain in open-ended fashion, map scope. – Generate list of current & “Horizon Tasks” (planned for future) • Method – Interviews & Freelisting – With eBay users, stakeholders & designers • Freelisting tasks (eBay is about tasks!) – What are all the tasks users can do on eBay.com • List an item, Pay for it – What else will users be able to do on eBay.com 2-5 years that they can’t do today? • Results: List of 100 representative tasks (25 Horizon) 7
  8. 8. Stage 2: Explore user categorizations • Goals: – Gain insight into user thinking about eBay – Identify top-level categories for ALL site content and functionality • Method: Interviews & Open card sorting – List of 100 tasks (including 20 Horizon Tasks). – 35 participants (including sellers & buyers; new and advanced users). 8
  9. 9. Identify top levels of hierarchy • Hierarchical Cluster analysis to generate aggregate user categorizations. Dendrogram- User group ! Task N Task Z Task B • Separate analysis for 4 user groups Task X Task P Task Ge Task K – Identify inconsistencies in Task A Task M categorizations Task L Task D Task S – Reconcile to create one scheme. Task R Task F Task O Task U Task Y Save items • Result: Preliminary IA Fn eBay internatLrn Translate listing View item desc. Dendogram Fn proFn services – 5 top-level categories accounting for all Browse items Fn types of items site content and functionality. Fn specific item Fn items nearby Fn BIN items Search & browse Fn items by seller Fn accessories Contact buyer Contact seller Get buying tools EsTrk car payment 9 Offer for unsold item Negotiate price Reverse auction
  10. 10. Stage 3: Verify & refine scheme • Goals: – Verify 5-category scheme covers all of eBay. • What tasks/concepts don’t fit? Where do users expect this info? – Input from larger, more diverse set of users. – Establish method for future verification of IA. • and to generalize scheme to international eBays. • Method: closed card sorting – Large sample (~ 1,000) representing all eBay user types. – Study conducted using online survey. • Participants categorized tasks into one of categories (or selected Other if it didn’t belong) • Result – Site-map showing the structure for all main parts of the eBay.com 10
  11. 11. Sell - Before 11
  12. 12. Sell Hub - After 12
  13. 13. eBay redesigned successfully!• Three-stage methodology Preliminary IA – Understand business context site.com – Delineate user categorizations Top Top Top Top Category1 Category 2 Category 3 Category 4 – Create IA blueprint Sub cat1 xx SubCat1 SubCat2 SubCat1 SubCat1 SubCat2 SubCat2 xx SubCat3 SubCat3 SubCat3 xx SubCat4 SubCat4 xx SubCat4• Deliverable: site-map with structure xx SubCat5 xx Subcat2 SubCat5 xx SubCat6 Subcat3 xxx for main parts of eBay.com. xx Subcat4 xx xxx xxx xx xxx xxx – map used as blueprint of IA redesign xx xxx xx (took 2 years). SubCat4 xx SubCat5 xxx – Generalized to international eBays. SubCat6 xxx xx xx xx – Positive business implications (ROI)! xx xx SubCat7 – Users did not protest! 13
  14. 14. Duct-tape research!There has to be a better way - fast, cheap (relatively) & online… 14
  15. 15. Why we built MindCanvas • Qualitative research is great, takes a lot of time • Online tools suck, get used anyway (users not engaged) • Business stakeholders respond to quantitative analysis & large sample sizes • Deliverables do not cater to designers • Research findings remain locked up with analyst 15
  16. 16. Inspiration • Luis Von Ahn’s ESP Game – Rely on games to label the web • PopCap Games – Quick, short, engaging games • Visualization research – bringing statistics to designers 16
  17. 17. 17
  18. 18. MindCanvas interpretation back to the future! 18
  19. 19. What is MindCanvas? Remote research Interactive methods Visualizations Statistical Analysis & Data Mining loosely coupled, use as qualitative or quantitative 19
  20. 20. Game-like elicitation methods • Surveys do not engage people. Games are fun! – People engage in complex tasks willingly • Do game-like methods work better? – MindCanvas has game-like elements (its not a game) • Interactive, visual, screen build up, fun • For both qualitative & quantitative – Remote moderated for qualitative – Remote unmoderated for quantitative 20
  21. 21. Rich interactive visualizations • Large datasets need statistical analysis & data mining • Visualizations-to-go • Self-contained files - embedded into PowerPoint, emailed, shared • Interactive visualizations with slides & knobs! • Easy to share with team • Visualization posters – Designers want printouts to hang on walls, and scribble on 21
  22. 22. MindCanvas research focuses on the mind• Inspiration from cognitive anthropology, Preferences Language psychology, market research Categori• Semi-structured zations methods• Quantitative aggregation & visualization 22
  23. 23. Who we built for: designer persona The busy designer / researcher who wants to look at patterns visually Does not want to spend time learning statistics Needs convenient methods to do research Want to directly interact with users, does not have time 23
  24. 24. Who we built for: participant persona The not-tech savvy person who occasionally takes surveys “It is very easy to complete the task. “This was the In fact, I had fun most fun I have doing this.” had in a while!” “I think there are too many cards. But it was kind of fun.” 24
  25. 25. Where MindCanvas could help • Product Development: Finding the right feature-set for the right users (or personas) • Information Architecture: Understanding how people think for information design. • Early visual design validation: Understanding what people think & feel about a design when its just an image. 25
  26. 26. MindCanvas in product development • Initial understanding of domain – What’s important to people? What words do they use? • Method: Freelisting • Deliverable: ListMap • Prioritizing features / outcomes users care about – Method: Divide-the-dollar – Deliverable: • WeightMap • ClusterBrowser 26
  27. 27. MindCanvas in Information Architecture • How do people think about a domain? – Method: OpenSort – Deliverable • Dendogram • SimilarityBrowser • VocabularyBrowser1, 2 • Is your information architecture effective? Is one scheme more effective than another? – Method: TreeSort – Deliverable: • ClusterBrowser 27
  28. 28. 28
  29. 29. Questions? rashmi@uzanto.com MindCanvas team is… Delhi Kapil Mohan Kamalmeet Singh Debasish Biswas Sunil Gupta Amit Ranjan Mountain View Jon Boutelle Rashmi Sinha 29
  30. 30. Methods & Deliverables • Current Methods – OpenSort: Dendogram, VocabBrowser, SimilarityBrowser – TreeSort: ClusterBrowser, SimilarityBrowser – Divide-the-Dollar: WeightMap, ClusterBrowser – Free Listing: ListMap – Utility Questions: MultipleChoice, EssayType • Upcoming Methods: MenuTrace, MindMontage, Likert Sort • Upcoming Designables: OnionMap 30
  31. 31. Collaborative ResearchProcess • High quality research needs expertise – research design + statistics • Service should enable high quality research – Structured research process • Templates for study design • Help with data collection 31
  32. 32. What is MindCanvas • An innovative research platform for high quality research – Game-like elicitation methods – Interactive visualizations (designables-to-go) – Research expertise 32

×