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Presented by Michelle Yaiser In Boston on Nov 7-8, 2013 at FITC's Web Unleashed 2013 event Good research is critical to ensuring the success of the experiences you design and develop. But research doesn’t have to be costly or take a long time; by conducting even small, quick research projects, you’ll learn more about who your audiences are, what they want and what they need. You’ll discover what your users really think about your project and what you never knew about how they use it. Armed with this knowledge, you’ll save time and money on both design and development. In this session, Michelle will discuss the core user research methods and tools available. She will also talk about how to use multiple research methods in a project to get more valuable results. Finally, attendees will learn the questions to ask that help determine which methods to use and when.
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Overview of User Researchfor Design & Development
Michelle YaiserInstructional Designer, Adobe
[email protected]@MichelleYaiser
Why research?Your customers are not you
Not knowing users can be costly
Your customers are probably not who you think theyare
Your users are not all the same
Finding out who your customers are, what theywant, and what they need is the start of figuring outhow to give it to them
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General research goalsExploratory - helps define the problem
Descriptive - describes the situation
Evaluative - how are we doing?
Casual - unintended consequences
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Research StagesPlan
Recruit
Conduct
Analyze
Communicate
1.
2.
3.
4.
5.
1. PlanResearch goals - why?
Use statements based on verbs - describe, evaluate, identify
You’ll never finish if you understand or explore
Schedule - what and when?
Goals will lead you to certain types of research
Budget - how much?
Money, time, and people will narrow the list of methods
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What do you want to learn?Users
Descriptive, Evaluative
Interviews, Surveys, Usability Testing, A/B Testing
Product
Evaluative, Casual, Exploratory, Descriptive
Usability Testing, Heuristic Analysis, Competitive Analysis
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What do you want to learn?Competition
Analytic, Evaluative
SWOT Analysis, Brand Audit
Organization
Descriptive, Exploratory, Casual
Interviews, Contextual Inquiry, Literature Review
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2. RecruitQuestion all assumptions about users
Always more work than anticipated
Should you use a recruiter?
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2. RecruitWho is your target?
Find people who are part of one of the targets
Convince them to participate
1.
2.
3.
2. RecruitA good participant is
part of your target audience
articulate
honest
willing to participate
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3. ConductCategories of methods
Quantitative
Qualitative
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Quantitativeaka - Surveys
Describe your users
Find out how satisfied your users are
Find out what users (current and potential) value
Can be done quickly and cheaply
Easy to be done very poorly giving your data nostatistical or any other significance
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QualitativeInterviews
Structured and Unstructured
Field observations
Usability testing
A/B Testing
Heuristic Analysis
Card sorting
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QuestionsAvoid judgmental language
Never say the participant is wrong.
Don’t use peer pressure
Listen carefully to the questions people ask you.
Be aware of your own expectations
Avoid binary
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QuestionsConcentrate on immediate experience
Behavior is a better indicator of future behavior than thanpredictions.
Focus on the person answering it
“Is this useful?” versus “Is this useful to the work you doright now?”
Don’t force opinions
Even if they don’t have one they will pick one.
Don’t assume they can answer question
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QuestionsFocus on single topic
StronglyDisagree Disagree Neutral Agree Strongly
Agree
I drank coffee and ategrasshoppers this morningfor breakfast.
I drove or walked to theconference this morning.
QuestionsProvide an answer or leave it open-ended
What did you eat for breakfast this morning?Beagle-Beaked-Bald-Headed Grinch
Chuggs
Funicular Goats
Nizzards
a.
b.
c.
d.
QuestionsAnswers need to be mutually exclusive
What did you eat for breakfast this morning? (selectone)
Eggs
Bacon
Coffee
Juice
a.
b.
c.
d.
4. AnalyzePrepare your data
Stats
Charts and graphs
Find patterns and themes in the data
Consolidate lists of all of the tasks in a workflow
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5. CommunicatePersonas
Scenarios
Task analysis
Experience Models
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ObjectionsNot enough time
Not enough money
No tools
No one knows how
We already know users and issues
Research will cause a change in scope
CEO going to tell us what to do anyway
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ResourcesObserving the User Experience: A Practitioner's Guide to User Research by Mike Kuniavsky,
Andrea Moed, Elizabeth Goodman
Just Enough Research by Erika Hall
Designing for the Digital Age: How to Create Human-Centered Products by Kim Goodwin
Learning From Strangers: The Art and Method of Qualitative Interview Studies by RobertWeiss
Social Research Methods: Qualitative and Quantitative Approaches by Lawrence Neuman
The Practice of Social Research by Earl Babbie
Survey Research Methods by Earl Babbie
http://www.aiga.org/ethnography-primer/
http://userfocus.co.uk/articles/index.html
http://www.nngroup.com/articles/
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