Big Design 2012 - Guerrilla Design & Research Methods Workshop
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The document discusses guerrilla research methods as faster, less rigorous, and less expensive alternatives to traditional research. It provides examples of guerrilla methods like rapid iterative prototyping, A/B testing, remote usability testing, and design studios. The latter part of the document demonstrates a design studio workshop for testing a hotel check-in/check-out system, with activities like creating personas, tasks, testing with volunteers, and compiling findings. Overall, the document advocates that guerrilla research methods can provide sufficient insights for decision making when time or budgets are limited.
Big Design 2012 - Guerrilla Design & Research Methods Workshop
- 1. 12 20 n sig )e (D g Bi Guerrilla Design & Research Methods #GRMethods Russ Unger ¦ @russu
- 3. #GRMethods ¦ @russu True or False?
- 4. #GRMethods ¦ @russu “ Traditional Research: Tens of Thousands of Dollars.
- 6. #GRMethods ¦ @russu “ We don t have the time or budget for research.
- 8. #GRMethods ¦ @russu “ We don t have access to users. We are our users. We know what our users want/need.
- 10. #GRMethods ¦ @russu “ We don t have the talent/skill to perform research.
- 12. #GRMethods ¦ @russu “ Market Research is what you do when your product isn t any good. Edwin H. Land, Polaroid (invented instant photography) http://5election.com/2010/11/20/edwin-herbert-land-polaroid-company/
- 13. #GRMethods ¦ @russu What Makes Something Guerrilla?
- 14. #GRMethods ¦ @russu “ It is a body of unconventional ways of pursuing conventional goals. It is a proven method of gaining insight achieving profits with minimum money. Jay Conrad Levinson Source: http://gmarketing.com/
- 15. #GRMethods ¦ @russu “ Guerrilla methods are faster, less rigorous, less expensive versions of their non-guerrilla cousins. They offer an acceptable trade-off between rigor and cost-effective techniques. - Russ Unger & Todd Zaki Warfel
- 17. #GRMethods ¦ @russu Less Expensive!
- 18. #GRMethods ¦ @russu Rigorous enough.
- 19. #GRMethods ¦ @russu The Naysayers Say Nay!
- 20. #GRMethods ¦ @russu “ I can t make multi-million dollar decisions based on information from 8-12 people. Todd s Client (a big telco & media company)
- 21. #GRMethods ¦ @russu “ We look for what we call the point of least astonishment. Jared Spool Photo: John Morrison
- 22. #GRMethods ¦ @russu Change the Argument. This is About Points of Data. NOT Number of People.
- 24. #GRMethods ¦ @russu “ Paying for what you get, you are. Yoda Photo: John Morrison
- 25. #GRMethods ¦ @russu “ For me, this means testing in the field with a minimum of time, budget and fuss so that this kind of activity and the insight it provides is Duckett Photo by Tim available to pretty much any client/ budget/timeframe. Leisa Reichelt Source: http://www.disambiguity.com/guerrilla-research-recruitment/
- 26. #GRMethods ¦ @russu “ My boss is an anthropologist and she won t let me come to this workshop. She says guerrilla methods aren t reliable. UX Week Workshop Walk-by
- 27. #GRMethods ¦ @russu “ Many of our current ethnographic methods were once considered guerrilla. Ginny Redish Source: http://www.disambiguity.com/guerrilla-research-recruitment/
- 28. #GRMethods ¦ @russu Reality Check
- 29. #GRMethods ¦ @russu Research... • Provides the ability to inform design • Uncovers how users think and behave • Validates assumptions / removes bias • Shows the difference between intention and reality • Provides direction and data instead of opinion or speculation
- 30. #GRMethods ¦ @russu Guerrilla Research... • Faster • Lower-cost • Less effort • Providing sufficient insight to make informed decisions • Just enough rigor to determine that a problem exists
- 31. #GRMethods ¦ @russu And ALSO... • Have a time and a place • Have a purpose • Won t replace traditional/non-guerrilla methods
- 32. #GRMethods ¦ @russu “ Some good research is better than none. Yes. This. - Russ Unger & Todd Zaki Warfel
- 33. #GRMethods ¦ @russu Examples of Guerrilla Research in the Wild
- 34. #GRMethods ¦ @russu • Man on the Street • Unmoderated Testing • Burrito Lunch • Remote Usability Testing • RIPS / RITE • Mobile Testing • User/ Browser Role Playing • Empathy Maps • Body Storming • Design the Box • A/B Testing • Design Studio
- 35. #GRMethods ¦ @russu Man on the Street http://www.flickr.com/photos/csaetre/4645769134/
- 36. #GRMethods ¦ @russu Man on the Street http://www.flickr.com/photos/csaetre/4645769134/
- 37. #GRMethods ¦ @russu Burrito Lunch Image Source:http://awkwardfamilyphotos.com/
- 38. #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
- 39. #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
- 40. #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
- 41. #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
- 42. #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
- 43. #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
- 44. #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
- 45. #GRMethods ¦ @russu User/Browser Role Playing / Body Storming Video Source: Stephen P. Anderson
- 46. #GRMethods ¦ @russu A:B Testing gh er h i 5 0% on r si onve c Big Takeaway A female model more than doubled conversions for this Norwegian landing page. Image Source ABTesting.com
- 47. #GRMethods ¦ @russu A:B Testing Tools • Performable • Omniture • Optimizely • Website Optimizer • NinjaButton • A:B Theme Testing Plugin for • KISSmetrics WordPress • Verster • Visual Website Optimizer • Modesty • Unbounce
- 48. #GRMethods ¦ @russu Unmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
- 49. #GRMethods ¦ @russu Unmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf)
- 50. #GRMethods ¦ @russu Remote Testing
- 51. #GRMethods ¦ @russu Remote Testing
- 52. #GRMethods ¦ @russu Remote & Unmoderated Testing Resources • Glance.net • Survs • WebEx • SurveyMonkey • Ethnio • Skype • ReFramer • ABTests.com • Loop11 • OptimalSort • OpenHallway • Userlytics • UserFocus • Google Website Optimizer • SilverBack • UserZoom • UsabilityTest.com • ...and Countless Others
- 53. #GRMethods ¦ @russu Mobile Testing $3,000.00 Bernard Tyers Belén Barros Pena http://www.diymobileusabilitytesting.net/ Image Source: noldus.com
- 54. #GRMethods ¦ @russu Mobile Testing Nine Dollars. Nine Minutes. Image Source: Me
- 55. #GRMethods ¦ @russu Mobile Testing Video Source: Me
- 56. #GRMethods ¦ @russu Mobile Testing Image Sources: Lynda.com & Universal Mind
- 57. #GRMethods ¦ @russu Empathy Maps Learn more online at: http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
- 58. #GRMethods ¦ @russu Design the Box
- 59. #GRMethods ¦ @russu • What Else? • Oh Yeah: Design Studio. Let s Do One!
- 60. #GRMethods ¦ @russu What We re Going To Do Today
- 61. #GRMethods ¦ @russu Hotel Check-in/Check-out System • People want to check-in & check-out of rooms • System should manage room-based expenses • System should function with or without a device • Concierge-like service options
- 62. #GRMethods ¦ @russu We re Getting a Little Kuniavsky Up In Here • Define Audience & Goals • Create Tasks to Address Goals • Recruit People • Watch Them Performing Tasks Source: Observing the User Experience ¦ Mike Kuniavsky
- 63. #GRMethods ¦ @russu This is How We ll Do It • Create a Team Poster • Create Empathy Map • 6-8-5 • Generate Tasks • Recruiting and Testing • Present Findings Image Source: http://www.eurweb.com/wp-content/uploads/2010/11/MontellJordan-01-big.jpg
- 64. #GRMethods ¦ @russu Create a Team Poster
- 66. #GRMethods ¦ @russu Create an Empathy Map
- 67. #GRMethods ¦ @russu Learn more online at: http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
- 69. #GRMethods ¦ @russu Time Out: Housekeeping
- 70. #GRMethods ¦ @russu Does Everyone Have a Phone That Can Record Video? Good.
- 71. #GRMethods ¦ @russu Posterous Email Address for Sending Content: BigD2012@posterous.com
- 72. #GRMethods ¦ @russu Design Studio
- 73. #GRMethods ¦ @russu Hotel Check-in/Check-out System • People want to check-in & check-out of rooms • System should manage room-based expenses • System should function with or without a device • Concierge-like service options
- 75. #GRMethods ¦ @russu Create Test Tasks
- 76. #GRMethods ¦ @russu Generate 2-3 Tasks to Test with Participants • Tasks should focus on primary requirements • Tasks should NOT lead users to the right path • Tasks should allow for exploration by the user
- 77. #GRMethods ¦ @russu Recruit & Test
- 78. #GRMethods ¦ @russu Let s Do a Dry Run First Any Volunteers?
- 79. #GRMethods ¦ @russu Let s Get Real GO! Posterous Account: BigD2012@posterous.com Source: Russ Unger
- 80. #GRMethods ¦ @russu Compile Your Findings
- 81. #GRMethods ¦ @russu Show Your Work Posterous Website: http://BigD2012.posterous.com
- 82. #GRMethods ¦ @russu Source: Class Videos @ UX Lisbon 2011 ¦ Team Os Macacos
- 83. #GRMethods ¦ @russu Design the Box: Hotel System
- 85. #GRMethods ¦ @russu What We ve Learned Today
- 86. #GRMethods ¦ @russu Guerrilla Methods... • Have a time and a place • Have a purpose • Won t replace traditional/non-guerrilla methods • Some good research is better than none
- 87. #GRMethods ¦ @russu Also... • Faster • Lower-cost • Less effort • Providing sufficient insight to make informed decisions • Just enough rigor to determine that a problem exists
- 88. #GRMethods ¦ @russu Design Studio • Quantity over quality (6-8-5 by TZW) • Pitching and critiquing / Validate against requirements • Group/Team collaboration Design Testing • Can get results with a limited set of users • Doesn t (always) need to be done in a lab • People like candy and LOVE to be listened to
- 89. Thank You! #GRMethods Russ Unger ¦ @russu