Lean Ethnography

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  • LEAN ETHNOGRAPHY: GAIN INSIGHTS TO IMPROVE THE LIBRARY EXPERIENCE

    Kate Lawrence, VP User Researchklawrence@ebsco.comEBSCO Information ServicesFebruary 17, 2017 | ALIA Information Online

    @bykatelawrence

  • LEAN ETHNOGRAPHY

    Agenda:

    Why ethnography Determining your sample Planning your session Conducting your session Distillation & synthesis of findings Tying it all together Lets stay in touch

    Ground Rules:

    Ask any question!

    Be interactive

    Give examples from your institution

    My support continues when you get home

    Agenda & Ground Rules

  • BUT FIRST: THE RESEARCH PLANGet everyone on the same page

    From Write a Research Plan Stakeholders Love by Tomer Sharon (Google): 1-page document Title Author, Stakeholders Date Background (The Why) Goals Methodology (highlight areas of questioning/testing) Participants Schedule Script placeholder (tbd)

    v Request a copy of a research plan email klawrence@ebsco.com

    Source: smashingux.com Tomer Sharon January 2012

  • WHY ETHNOGRAPHYBecause what users say they do is different than what they actually do

  • WHY ETHNOGRAPHYStudying people in their environmentmeans studying people in their natural, comfortable state. You are also learning about the setting in which they do whatever it is you are curious about.

    Why ethnography vs. usability testing

    Ethnography is most effective for a specific market or a population:We want to learn more about how [who] approaches/thinks about [what big thing].

    But what if I dont hear about [my product/company/big thing]?

    Tip Call your study a Contextual Inquiry

  • DETERMININGYOUR SAMPLEBut how do you know your findings are applicable or extensible based on your sample? - Tom, the guy who asks this every time we present research

  • USABILITY: JAKOB SAYS 5. I SAY MORE.

    Source: nngroup.com 2014

  • STEVE SAYS 3. I SAY, BE CAREFUL!

    Source: stevekrug.com 2014

    I believed that with a little bit of instruction most people could do a lot of what I do themselves, since much of it just seems like common sense once you hear it explained.

    Steve Krug

    > Krug video clip: https://www.youtube.com/watch?v=QckIzHC99Xc

  • SAMPLE SIZE: CONTEXTUAL INQUIRYWhat the User Research Group at EBSCO does; what I recommend you do

    User Research @EBSCO:

    Usability sample size:7-10 participants

    Ethnographic sample size: Start with 12 (8+50%), end at 20+.

    Recruit by persona?Yes

    You:

    Usability sample size:5-7 participants

    Ethnographic sample size:8-10 participants

    Recruit by persona?No

    Two words about recruiting: Its difficult Social Media!

  • PLANNINGTHE SESSIONS

  • PLAN YOUR SESSIONS Plan the topics to be discussed with each participant and get stakeholder

    agreement (dont be concerned about adhering to a script!). Try: Talk to me about [x]: How research is assigned, what is their process for conducting research, last topic I

    searched, how I learned Library & librarian interaction, who do they ask for help Mobile, printing, saving, sharing What are their challenges in the research process Social media, more

    Researchers per session (2, 3 is max) Schedule sessions for 1-1.5 hours each Participants must sign release forms! For researchers recording app on phone, plan for parking, food, bio breaks

  • CONDUCTINGYOUR SESSIONSGo to your users

  • ITS NOT ABOUT YOU!

    It starts with a simple question. And remember, the user is driving the session.

    Start with When was the last time you searched in support of your studies? Next: Can you please show me how you did that?

  • Youre there to learn about Jane, to explore her world.

    Not to validate stakeholder assumptions.

    Youre waiting for the moment when Question-Answer into Question-Story (be patient!).

    YOUR JOB AS RESEARCHER

    Focus on connectors threads that will help you weave the story together later.

    Example of connector: John Green book/VlogBrothers/YouTube.

    - Source: Steve Portigal, Interviewing Users

  • Four phases:IN THE SESSION

    Background (tell me about you) The Main Body (the question + subjects) The Projection/Dream Question (magic wand)Wrap-Up (it sounds like you.)

    - Source: Steve Portigal, Interviewing Users

  • Use other methods as needed:IN THE SESSION

    - Source: Steve Portigal, Interviewing Users

    Method Sample Question

    Tasks Can you draw a map of the library?

    Participation Can you show me how todownload an eBook?

    Demonstration Show us how you search for a vlog on YouTube.

    Role-Playing Ill be the student and you be the librarian and Ill ask for help in narrowing my topic.

    Observations Look around apartment,office, coffee shop etc

  • DISTILLATION &SYNTHESIS

  • QUICK & DIRTY METHOD Each researcher brings their notes to a synthesis session

    Write post-its from notes focus on user actions. One per note.

    Map notes into themed hierarchies that align with your subject categories (large groupings, such as Search, The Library etc).

    Search

  • MORE COMPLEX: AFFINITY MAPPING Distill down findings with team after each session

    Create first-person notes from findings:

    Good note: He googles his institutions library + a specific database as a first step in his research process.

    Poor note: He uses Google.

    30-60 notes per session, print notes, pin them into hierarchies.

  • TYING ITALL TOGETHER

  • STAKEHOLDER REVIEW

    Invite stakeholders (and others!) in to walk the walls.

    Provide post-it notes and sharpie markers, let people write notes/comments about product ideas, features, services.

    Document hierarchies and ideas!

  • Personalize and visualize your findings for stakeholders.

    Use participant quotes to illustrate pain points. Use screenshots to illustrate and reenact experiences. Use topic headings from research to guide categorization of findings.

    What we thought/what we learned format works well (Kate to show samples).

    PROCESS:WRITING A REPORT

  • QUESTIONS?THANK YOU

    @bykatelawrenceklawrence@ebsco.com