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KALEB LOOSBROCK
2016 | Tel Aviv
TodaFIRST
introduction
lying liars
user research
the 4 Ds
questions
TODAY
Shalom
I’m a UX Researcher, Designer, & Strategist at Kenshoo
I’m an American
I’m an American Liar
Midwestern “Nice”
60% lie within the first 10 minutes of
meeting a person for the first time.
AMERICANS & LYING
Source: 2002, University of Massachusetts Study
3 times lie within the first 10 minutes of
meeting a person for the first time.
AMERICANS & LYING
Source: 2002, University of Massachusetts Study
worstI’m on birth control
I’m not just looking for sex
I’ve only slept with [ X ] people
AMERICANS & LYING
Source: 2002, University of Massachusetts Study
worstI’m on birth control
I’m not just looking for sex
I’ve only slept with [ X ] people
minorYour baby is cute
I’m really bad with names
I love [ gift received ]!
AMERICANS & LYING
Source: 2002, University of Massachusetts Study
4% admitted to lying on the study survey
AMERICANS & LYING
Source: 2010, Prevalence of Lying | Michigan State University
does this make me look fat?WE’RE ALL LIARS
Politeness
Self PreservationPoliteness
So what can you do?
USER RESEARCH systematic inquiry & observation in order to
test assumptions and minimize the ri k of failure$
it’s about trying to be right more than you are wrong
it’s about avoiding the fadicha
If you build it, they will come.
~ Creepy Whispering Voice Field of Dreams
USER RESEARCH IS NOT
Asking: what do you want or like
You don’t make $$ off of what people say they’ll do. You make $$ off of what they actually do.
~ Erica Hall UX Research Guru
minimize riskmaximize valueuncover truth
4 Ds
4 Ds Define
Disarm
Decipher
Data
In preparing for battle I have always found that plans are useless, but planning is indispensable.
~ Dwight D Eisenhower
Define
Define
PLANNING
Target Personas & Market
Success Metrics
Competitors
Assumptions
Discussion Guide
Define
ASSUMPTIONS
What do you think you already know that might
pose a huge risk if you’re wrong?
Define MAP YOUR ASSUMPTIONS
High Risk Fadichas
Low Risk No Big Deal
Define MAP YOUR ASSUMPTIONS
High Risk Fadichas
Low Risk No Big Deal
Certain Uncertain
Define MAP YOUR ASSUMPTIONS
High Risk Fadichas
Low Risk No Big Deal
Certain Uncertain
Define
CREATE A DISCUSSION GUIDE
Define your questions
GOLDEN NUGGETS FOR CREATING GOOD QUESTIONS
Define
Do not lead the witness
Follow up with “why” and “how”
No hypothetical or conditional questions
Include task based questions
Open ended questions
Do not lead the witness
Define
BIAS = BAD
GOOD OR BAD?
Define
Do you like what you saw today?
Define
Do you like what you saw today?
Define
BAD
What do you think about what you saw?
Define
Better
BAD BETTER
Define
What do you think about what you saw?Did you like what you saw today?
What do you mean by that?Did you mean ?
Why do you do it that way?But don’t you ?
Wouldn’t you want something more visual? Do you currently visualize your data?
SOME FAVORITES
Define
What are you trying to get done? Why?
How do you currently do this? [Show me]
What could be better about how you do this?
What questions should I have asked?
What do you love about [product/process]?
PLANNING IS IMPORTANT
Garbage in Garbage out
Define
REMEMBER THAT PLAN?
It will invariably not go as planned.
Define
But it is always disarming to treat with the enemy, so to speak
~ Morley Safer
Disarm
Disarm
Put them at ease
Set the scene
They’re the expert
Be Neutral
GOLDEN RULES FOR INTERVIEWING
GOLDEN RULES FOR INTERVIEWING
Disarm
Put people at ease
Be polite!
Make eye contact
Get to know them
Wide eyes & lifted eyebrows
Show your hands
GOLDEN RULES FOR INTERVIEWING
Disarm
Set the scene
Introduce yourself
Why are they here
Tell them that there are no right or wrong answers
Tell them that again…
GOLDEN RULES FOR INTERVIEWING
Disarm
They’re The Expert
Stay Open and Don’t Judge
Listen more than you speak
Ask their advice
If they ask questions, don’t answer them
GOLDEN RULES FOR INTERVIEWING
Disarm
Be neutral
“Oh, OK.”
Do not defend
Mind your facial and body language
We need to look for the subtle,
the hidden… the unspoken
~ Malcolm Gladwell
Decipher
DECIPHER THE TRUE MEANING & THOUGHTS
Look for the unspoken
Listen for the unspoken
Decipher
GOLDEN RULES FOR INTERVIEWING
Decipher
Look for the Unspoken
Crossed arms
Crossed legs
Feet placement
Microexpressions
Eye positions
Decipher
MICROEXPRESSIONS
Brief, involuntary facial expressions
Universal
Lasting 1/25 to 1/15 of a Second
Decipher
Decipher
Decipher
Decipher
CONTEMPT
EYE MOVEMENT
Decipher
Truth
Truth
Visually Remembered
Auditory Remembered
Internal Auditory
Lying
Lying
Visually Constructed
Auditory Constructed
Kinesthetic Remembered
GOLDEN RULES FOR INTERVIEWING
Deep Dive
Listen for the Unspoken
GOLDEN RULES FOR INTERVIEWING
Deep Dive
Listen for the Unspoken
If they sound angry/annoyed, that’s REALLY BAD
“I think/believe/feel”
“Interesting”
Qualifying language
Elongation of words
In God we trust, all others bring data
~ W Edwards Deming
Data
BACK UP YOUR RESEARCH
Substantiate Claims with Data
Look at Server Logs
Look at Web Analytics
Post Interview Surveys on Priority
Data
Data
Export to PDF Export to XLSOR
Data
Data
Wrap Up
THE NUGGETS
American’s lie (a lot)
User research can help
Define your plan
Disarm your interviewees
Dechiper the unspoken
Back up with Data
Questions?
Thank you.LASTLY
Kaleb Loosbrock @KABE001 in/kalebloosbrock
Thank you.
Props (bibliography) & Additional Resources
Studies & Academic Sources Icons & Imagery
Source: 2002, University of Massachusetts Study
Source: 2010, Prevalence of Lying | Michigan State University
Created by Dobs From the Noun Project
Additional Resources
Education
• Just Enough Research - Erica Hall • Remote Testing - Nate Bolt & Tony Tulathimutte • Remoteresear.ch • Complete Guide to User Research (Abridged) • Google Ventures Guide to Research • In God We Trust, All others bring data” - W.E. Demings
Tools
• Ethnio • Usertesting.com
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