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As designers, we know we should be doing research, testing and iteration as part of our design process, but those things are often what gets bypassed in favour of ‘getting it done’. This talk will discuss the different types of research we can perform on digital projects, how to conduct effective research, and how to test our designs with real users to uncover important insights into our projects. I’ll also discuss how to sell the added time and cost to bosses and clients, and how to do it on a shoestring budget. I’ve performed UX research and testing for a number of our clients at Headspace and I’ve also applied it to our own software startup, so I have good case studies to show a practical application of the knowledge.
Citation preview
GUERILLA
UX RESEARCH
by @kyleracki
The typical process
What is UX?
UX is objectively learning about your users’ collective
needs, context and behaviour so that you can craft the best possible
experience for them.
We know we should do it
What clients think:
1. I know my audience2. Aren’t you the experts?
Agency Process
Kick-o� meeting Briefing Online research Design Presentation Feedback/Revisions Approval Launch Invoice/Drink
Idea Validate Uncover solution Build MVP Launch MVP Beta Testing Surveys Iterate Launch
What startup founders say:
1. We already talk to our users2. We already do unit/QA/beta testing
Startup Process
Kick-o� meeting Briefing Online research Design Presentation Feedback/Revisions Approval Launch Invoice/Drink
Idea Validate Uncover solution Build MVP Launch MVP Beta Testing Surveys Iterate Launch
THERE’S NO TIME!
OK, but how do we go about it?
Research steps
1. Define the problem.2. Select the approach.3. Plan and prepare.4. Collect the data.5. Analyze the data.6. Report the results.
User Persona
Affinity Diagram
A case study: proposify.biz
SHAMELESS PLUG
FART
Old Interface
Jack Brown
Job: Freelance copywriter
Quote: “Make me look like a rock-star with the
least amount of effort on my part”
Demographics: 45 year old male.
Behaviours:
Tasks: Write a proposal after meeting with a
potential client who was referred to him
Wants: To spend less time on the proposal since
as a freelancer, his time is his livelihood
Needs: To get a persuasive proposal written the lands him the work
Goals: Win the client with a minimal amount of time and effort
Emotions: Winning the project makes him feel secure about having
enough money for the next 2 months and he goes out to celebrate when
he wins the new client. Losing the bid adds stress and anxiety, and now
he has to hunt for a new client.
Leah MacLeod
Job: Account Manager
Quote: “Make my job easier by taking hours off of my
proposal writing process”
Demographics: 28 year old female.
Behaviours:
Tasks: Respond to RFP, facilitate proposal, involve
team for input and ideas
Wants: To have more time for working with clients
instead of writing a proposal
Needs: To try out software that will save time and make the proposal
process easier
Goals: Win the contract
Emotions: Winning the RFP she led will give her a sense of pride and
increase the likelihood of promotion. Losing the RFP will cause stress
and disappointment, perhaps losing an eventual promotion.
User Persona’s
Problems:
1. Hard to get content in 2. Can’t find/reuse content 3. Hard to change/edit theme
New Interface
Recruitment
Qualify subjects
Prepare
Analyze the results
Better agency process
Kick-o� meeting Briefing Online research Design Presentation Feedback/Revisions Approval Launch Invoice/Drink
Idea Validate Uncover solution Build MVP Launch MVP Beta Testing Surveys Iterate Launch
USER TESTING
USER TESTING
USER RESEARCH/ANALYSIS
Better startup process
Kick-o� meeting Briefing Online research Design Presentation Feedback/Revisions Approval Launch Invoice/Drink
Idea Validate Uncover solution Build MVP Launch MVP Beta Testing Surveys Iterate Launch
USER TESTING
USER TESTING
USER RESEARCH/ANALYSIS
Overcoming excuses
I know my users
Overcoming excuses
Aren’t you the expert?
Overcoming excuses
I already do QA/unit/beta testing.
Overcoming excuses
There’s no time or money.
Further reading
Thank you.@kyleracki
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