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UX Research (Yes, it’s still a thing.) STLX Conference 26 September 2017
@tara_nesbitt @marthavalenta @dgcooley
Tara Nesbitt Slalom
@tara_nesbitt
Martha Valenta 1904Labs
@marthavalenta
Danielle Cooley DGCooley & Co
@dgcooley
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Have you ever gotten midway through a project
only to realize that the product that was being created
doesn’t solve the problem?
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Was it because you suddenly learned something critical
about the process?
Was it because you were solving the wrong problem?
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley @tara_nesbitt @marthavalenta @dgcooley
Did you know about UX Research?
didn’t you
UX Research? perform
Why
@tara_nesbitt @marthavalenta @dgcooley
“The typical mistake most product teams make is to ardently believe that they already know the users’ problems. In my 25 years of experience on over 250 projects, not one single product has been focused on solving the right problem. All of those folks who thought they knew their users’ problem were dead wrong.”
-Larry Marine https://searchenginewatch.com/sew/how-to/2336547/task-analysis-the-key-ux-design-step-everyone-skips
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
What do you think UX Research is?
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
What do you think UX Research isn’t?
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Research n. To travel through, survey; careful, systematic, patient study and investigation in some field of knowledge, undertaken to discover or establish facts or principles - vi. To do research; make researches - vt. To do research on or in; investigate thoroughly
Webster's New World Dictionary of the American Language. Cleveland ; New York :World Pub. Co., 1988. Print.
@tara_nesbitt @marthavalenta @dgcooley @tara_nesbitt @marthavalenta @dgcooley
Why do it?
To keep the user’s needs
in focus. UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Images by Creaticca Creative Agency from Noun Project
You
Not You
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
UX Research INVOLVES END USERS
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Empathy
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
@tara_nesbitt @marthavalenta @dgcooley
Understanding
UX Research (Yes, it’s still a thing.)
(Taraaddstory)
Understanding
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
UX Research (Yes, it’s still a thing.) UX Research (Yes, it’s still a thing.)
Insight
@tara_nesbitt @marthavalenta @dgcooley
Research will delay our launch date.
We already know what the problems are.
Designers know what people need. They are the experts.
We can’t learn much from only five participants.
We just want to launch and see if it sticks. We’ll fix it later. MVP, baby!
We can’t pay that much for this.
Our product managers already do interviews and look at Analytics.
Can’t we run a quick study with internal users instead?
Market Research already answered our questions.
Research sounds so academic.
A/B testing gives us all the answers we need.
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
“We’ll never see ROI on that.” -Manager Who Needs To Be Gently Educated
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
‵ Save on Development Costs & Time
‵ Reduces Maintenance ‵ Saves on Redesign ‵ Increases Sales ‵ Increases Traffic ‵ Attracts More Customers ‵ Helps Retain Customers
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
But, Wait! There’s More!
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
‵ Increases Market Share ‵ Improves Effectiveness ‵ Increases Efficiency ‵ Increases User Satisfaction → Increased Word of Mouth
‵ Increases Job Satisfaction ‵ Decreases Job Turnover ‵ Enhances Trust
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Act Now, And You’ll Also Get...
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
‵ Decreases Support Costs ‵ Reduces Training and
Documentation Costs ‵ Reduces Liability Risk
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
So, Yeah. There’s A Fair Amount of ROI
on UX Research. UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Could We Just Do A Design Sprint?
That’s Research, Right?
UX Research (Yes, it’s still a thing.)
More: Design Sprints are Snake Oil https://medium.com/research-things/design-sprints-are-snake-oil-fd6f8e385a27
@tara_nesbitt @marthavalenta @dgcooley
What If We Need MORE Research?
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
“I don't want to create a roadblock by running a usability study that will expose needs that will necessitate another whole design sprint.” - Product Owner Who Is Going To Fail
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Speak Up!
At the onset of a project, make the case for research. Assume there will be research throughout the project. *If the people in charge deny your research plan, note it somewhere. I like to send an email. Pull that out when the project starts to fall apart. UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Start with a research question.
(That is, what do you want to learn?)
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
How do people think about their work or the problem space?
What are the users’ opinions about various facets of the product?
Dotheuserslargelyagreeonhowcontentandfeaturesshouldbeorganized?
How does the tool work on real problems in the real environment? Do people’s experiences
change over time? How?
How would the users organize the product’s content and features?
Do the users agree with the categorizations proposed by the project team?
How do users think they use (or will use) the product?
What are people’s opinions about a specific experience or brand? How does the usage
environment affect usability or usefulness? Need?
Do the proposed category labels correctly reflect the content within them?
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
There are many techniques from which to choose!
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Field Studies Diary Studies
User Interviews
Competitive Analysis
Card Sorting
Prototype Feedback & Testing Journey Mapping
Usability Testing
Benchmark Testing
Accessibility Evaluation
Survey
Analytics Review
Focus Groups
UX Research (Yes, it’s still a thing.)
Contextual Inquiry
@tara_nesbitt @marthavalenta @dgcooley @tara_nesbitt @marthavalenta @dgcooley
Report the results.
@tara_nesbitt @marthavalenta @dgcooley @tara_nesbitt @marthavalenta @dgcooley
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
“You’ve gotta start with the customer experience and work backwards to the technology.
You can’t start with the technology and try to figure out where you’re going to sell it.”
- Steve Jobs
UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
Do it! You’re Allowed!
Go! * * * *
* * *
*
*
*
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UX Research (Yes, it’s still a thing.)
@tara_nesbitt @marthavalenta @dgcooley
World Usability Day November 9th
If you want to be part of this fun, reach out to:
Martha Valenta twitter: @marthavalenta email: [email protected]