Embed Size (px)
Citation preview
the health and well-being around the world. We are committed to improving
http://bit.ly/uxr_uk
Agenda Just so you have raw idea
Introduc3on
Lean development
Applied sociological research
Methods and techniques
Resources
Contact
Research is to see what everybody else
has seen, and to think what nobody else has
thought.
Presenter has university degrees from marke3ng, sociology and psychology. He went from small organiza3ons to large companies and corpora3ons. This gives him the
possibility to have a different point of view on their daily tasks not only from the effec3veness point of view. “What is standard for small company becomes the gold
for large company. But at the same 9me large companies have a lot of different types of gold.”
04
Lukáš Třešňák User Experience Research 80%
Interac=on Design 40%
Marke=ng 80%
I’m User Experience Researcher with a background in market research and marke3ng.
My previous job experience was agile technological startup that went from zero to
hero at its market. Before that I was working for 3rd largest market research agency
on the world. I love music and spending 3me with my liOle son.
05
The User Experience Team has been established in the Q2 of 2014 as a sub team of the Advanced Solu3ons team in the Global Innova3on Network @ Prague. This is
technological hub of the healthcare company Merck Sharpe & Dohme. The leader of the User Experience Team is Josef Holý (CZE) and the leader of the Advanced
Solu3ons is David Pasirstein (US). We are currently at approximately 30 members and we s3ll keep growing up. We deliver large range of applica3ons – from mobile
applica3ons, to desktop and web applica3ons to special applica3ons for devices such as Google Glass.
Who we are? Merck Sharp & Dohme > Informa3on Technologies division > Global Innova3on Network @ Prague > Advanced Solu3ons > User Experience Team
User Experience Team, the team which aims to deliver desirable, useful and usable cross
plaborm solu3ons in form of research, interac3on design and visual design. From the beginning of the
project 3ll the very end if its life cycle we are here to make sure, that our customer/user is happy and
comfortable to use our product over the product of anyone else.
Our ul3mate goal is to be the top of the mind choice amongst the market in terms of usefulness,
usability and desirability.
Lean Development Nothing less than a lifestyle
07
Lean Development Life Cycle Feedback Loop in long term development
08
Lean Development Feedback Loop The fundamental principle of the Lean
09
Minimum Viable Product The first step to begin the process of learning as quickly as possible
Applied sociological research
Research is what I'm doing when I don't know what
I'm doing.
11
Human Sciences Because do not forget who your customer is
E Why we buy things like this Science that studies produc3on,
distribu3on, exchange and
consump3on of goods and services
Why we react like this Science which seeks to understand
individuals by establishing general
principles of behaviors
P Why we interact like this Science that uses various methods
of empirical inves3ga3on and
cri3cal analysis to gain more
knowledge about society
S Why we change like this Science of humanity. It is all about
race, culture and peoplehood or
ethnicity as well as their religion
A
Psychology needs
Economics money
Sociology interac3ons
Anthropology development
12
Research Terminology It is easier than it looks
Applied version of the Sociological Research that aims to use the methodology for business use. Contains large amount of useful
prac3ces.
Market Research
Sub form of the Market Research that aims on Informa3on Technologies.
User Experience Research
Sociological Research is the base of the Human Sociological science. It is about large amount of theory and not
so directly useful observa3ons.
Sociological Research
13
What do we gain from research? So many things that this slide is not enough
Problem scope What is the problem? What do they need? Why do they need it? Why do they need it now? What was previously?
Target group Who is the person who I shaving those problems? And who is stakeholder? How many of them do we have? Are there any different target groups? What are their characteris3cs? Do we want to reach out to other groups?
Environment What are objec3ves, 3melines, financial constrains, process, milestones, technical limita3ons, knowledge limita3ons.
Compe==on audit Who is compe3tor? What are their products? What are their advantages over us? Why do they have so many customers? Why don’t they have more? What do their customers like? What do they dislike? Why should they like us?
Expecta=ons What are expecta3ons of our users? Why do they have such expecta3ons? What is driving those expecta3ons? Can they change them? What would have to happen to change them? How important are they?
Risks What are the internal and what are the external risks of the company? What can go wrong and what can we predict? Do we have emergency plan?
Methods and techniques
How to create and validate hypothesis
15
Two Methods Welcome to the word of Quality and Quan3ty
It is all about these two methods
that are complimentary to each other.
They are like a Yin and Yang. They
don’t make sense without each other.
Qualita=ve Research Qualita3ve research asks “why?” therefore tries to create
hypothesizes.
Quan=ta=ve Research Quan3ta3ve research answers the ques3on “how many? / how much?”
16
Qualita3ve Quan3ta3ve
Qualitative vs. Quantitative Keep in mind that they are complimentary, not compe3ng with each other
Research objec=ve To gain broader qualita3ve understanding of the underlying reasons and mo3va3ons, usually first step in every research
To quan3fy the data and generalize the results form the sample to the popula3on of interest; follows the qualita3ve genera3on of hypothesis
Type of sample used Small number of respondents
Large number of respondents
Data collec=on method Unstructured Structured
Data analysis type Non-‐sta3s3cal Sta3s3cal
Resources In case you would like to
know more
35
Chose wisely your first book Or just start with the one that we recommend you
Lean Startup Eric Ries
The Innovator’s Dilemma Clayton M. Christensen
It’s our research Tomer Sharon
The Handbook of Global User
Research Robert Schumacher
Focus Groups Richard A. Krueger
All the books that are stated above are just the beginning of a very long journey. First two books are supposed to change your mind in a way, that crea3ng your own
business is way harder than you may think. The other books are focused on the research itself. In any way we are not trying to suggest, that aner reading those two
books you will have enough knowledge to execute the research on your own. However you will have the valuable overview that there is something like this therefore
you will know what to do in case you will need it.
Congratula=ons You have just
passed the ini3al trial
Contacts
Fell free to say hi! We are friendly and social
Riverview Svornos3 3321/2 15000 Prague 5 Czech Republic www.msdit.cz
