User Research & Strategy for UX


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User Research & Strategy for UX

  1. 1. Tuesday, June 5, 2012
  2. 2. Zack Naylor The Nerdery Zack is a Senior UX Designer and User Research Practice Lead at The Nerdery, where he’s constantly seeking to evolve the practice of user research, discovery and synthesis in design. He has worked with clients ranging from early stage startups to Fortune 500s. He began his career in visual design and front-end development. Before joining The Nerdery, he worked as a UX designer for startups Modcloth and Lockerz, then later UX Manager at Pikimal. @zacknaylorTuesday, June 5, 2012
  3. 3. User Research & Strategy What Is It? Business Discovery User Research & Analysis UX Project Strategy + = @zacknaylorTuesday, June 5, 2012
  4. 4. Business Discovery What’s the Problem? Understanding business objectives is a significant part of user experience design. • Problem Definition • Success Criteria • Potential Risks • Business Goals • ...and how they’ll be measured @zacknaylorTuesday, June 5, 2012
  5. 5. User Research & Strategy What is it?Tuesday, June 5, 2012
  6. 6. Business Discovery The Scoop We begin by learning us much as we can about the business, relative to the project at hand: • What is the problem we’re solving? • How does the business see this project solving a problem for the business? It’s audience? • ...on that note... • Who is the audience? • What are their needs? • How will this design serve their needs? • How do we know we hit the mark? • Who determines the designs success? • How do they determine that? @zacknaylorTuesday, June 5, 2012
  7. 7. Business Discovery The Execution We go about answering those questions in a number of ways: • Stakeholder Interviews • Stakeholder Workshops • Collaborative Design Sessions • Problem/Solution Workshops • Heuristic Analysis • Competitive Analysis/Gap Analysis @zacknaylorTuesday, June 5, 2012
  8. 8. Business Discovery The Punchline What comes out of this and what happens next? • Business Insights Report • Focused Research Goals • Further Definition for Design Success @zacknaylorTuesday, June 5, 2012
  9. 9. User Research Let’s Get Some Data User Research allows us to learn how to design for delight and ease of use. • Goals • Expectations • Triggers • Pain Points • Behavior • ...specifically past and current behavior @zacknaylorTuesday, June 5, 2012
  10. 10. User Research The Methods After we define our goals for the research (directly informed by our business discovery), we conduct user research to gather data through various methods such as: • Usability Testing • Ethnography & Contextual Inquiry • User Interviews • Card Sorting • Surveys • Web Analytics & Site Search Analytics @zacknaylorTuesday, June 5, 2012
  11. 11. User Research The Magic Steeped in business goals and defined success criteria for that business, we analyze and synthesize raw data to: • Create Insights • Inform Design Decisions • Empathize with the Audience • Craft Features • Meet Expectations • Support Behavior @zacknaylorTuesday, June 5, 2012
  12. 12. Strategy Let’s Get Cookin’ We have observed, behavior-based insights to inform other critical pieces of a digital experience such as: • Information Architecture • Taxonomy, Thesauri, Vocabulary, Sitemaps • Interaction Design • Process Flow Diagrams/User Flows, Interaction Models, Wireframes • Visual Design • Visual Design Concepts, Design Production • Technology • Engagement • Overall Experience Strategy @zacknaylorTuesday, June 5, 2012
  13. 13. In Closing Tie It Together User Research and Strategy in a UX Project looks like: • Business Discovery • Define the Problem • Outline Project Success • User Research • Understand Why it’s a Problem • Define How to Solve it • Synthesize, Make Informed Decisions • Strategy • Meet Business Goals and Objectives • Design to Support Real, Observed Behavior • Support Other Critical UX Elements @zacknaylorTuesday, June 5, 2012
  14. 14. Thanks Questions? @zacknaylorTuesday, June 5, 2012