Intro to User Research

MATT TONAK
COMMUNITY MANAGER

Friday, October 21, 2011

THE NERDERY
HOURS WORKED SINCE 2003 PROJECTS DOGS IN OUR OFFICE BIKE COMMUTERS

821,217 4334
HOURS WORKED, LAST 12 MONTHS
EIGHT 6 AVERAGE JANUARY TEMPERATURE

º
PEOPLE WHO WORK AT THE NERDERY

TWO HUNDRED SIXTY-ONE FOUR
WE HELP OUR PARTNERS GET BIG
IDEAS OUT OF THEIR HEADS AND
ONTO THEIR CLIENTS’ WEBSITES

HTTP://WWW.NERDERY.COM
TWITTER: @THE_NERDERY


HOW TO PARTICIPATE
Using the questions panels in the GoToMeeting app
On Twitter @The_Nerdery
Send us an email at primers@nerdery.com


INTRO TO
USER RESEARCH
INTERACTIVE PRIMER SERIES


ZACK
USER EXPERIENCE DESIGNER


MIKE
DIRECTOR OF USER EXPERIENCE


WHAT IS UX?
User Goals
Application

Business Goals

WHAT IS UX?
Aligning user behavior and
motivations with business objectives
through interaction design

User Goals Business Goals Application


WHAT IS UX?


WHAT IS UX?

UX is not part of the process...


WHAT IS UX?

UX is not part of the process...

...it is the process.


A WORD ABOUT PROCESS


^


^
(OR SEVERAL)



DESIGN PHILOSOPHIES


DESIGN PHILOSOPHIES

There is no “one-size-fits-all”


DESIGN PHILOSOPHIES


Self Design


DESIGN PHILOSOPHIES


Self Design
Genius Design


DESIGN PHILOSOPHIES


Self Design
Genius Design
User-Centered Design

DESIGN SOLVES PROBLEMS


DESIGN SOLVES PROBLEMS
...now let’s cook some dinner


SELF DESIGN
SOLVING YOUR OWN PROBLEM


SELF DESIGN

I know what I want for dinner.
Self Design is cooking for yourself.


SELF DESIGN

I know what I want for dinner.
Self Design is cooking for yourself.

Pretty simple.

GENIUS DESIGN
SOLVING A PROBLEM YOU’VE SOLVED BEFORE


GENIUS DESIGN

If I’ve made dinner for Mike
(or people like him) many
times before, I rely on my
domain specific experience
to cook dinner for Mike.


GENIUS DESIGN

If I’ve made dinner for Mike
(or people like him) many
times before, I rely on my
domain specific experience
to cook dinner for Mike.

I don’t actually cook for Mike. #justsayin’

GENIUS DESIGN
THERE’S A CATCH


GENIUS DESIGN
THERE’S A CATCH

Genius Design presupposes that
you originally did your research to
define the problem.


USER-CENTERED DESIGN
AKA: UX DESIGN


AKA: UX DESIGN

A UX PROCESS STARTS WITH
UNDERSTANDING THE PROBLEM



FOCUSES ON BEHAVIOR, USE & CONTEXT.



FOCUSES ON BEHAVIOR, USE & CONTEXT.

BUILDING EMPATHY.


HOW DO WE DO THAT?


HOW DO WE DO THAT?

USER RESEARCH


USER RESEARCH
IS NOT

MARKETING RESEARCH


USER RESEARCH
IS NOT

MARKETING RESEARCH

...but there is some overlap


USER RESEARCH
We do this
IS NOT

MARKETING RESEARCH



USER RESEARCH
We do this
IS NOT
We DON’T do this

MARKETING RESEARCH



USER RESEARCH MARKETING RESEARCH



Preferences
Opinions
Likes
Desires



Behavior Preferences
Needs Opinions
Goals Likes
Tasks Desires
Mental & Physical Context


RESEARCH SPECTRUM

Indi Young - Mental Models: Rosenfeld Media http://www.flickr.com/photos/rosenfeldmedia/2159500714/in/set-72157603511616271/

RESEARCH SPECTRUM
overlap

Indi Young - Mental Models: Rosenfeld Media http://www.flickr.com/photos/rosenfeldmedia/2159500714/in/set-72157603511616271/

WHY DO USER RESEARCH?


Remember when we said that
design solves problems?


Remember when we said that
design solves problems?

Remember when we said that a UX
process starts with defining the problem?



Remember when we said that a UX
process starts with defining the problem?



Research tells us what the problem is.




Research tells us why it’s a problem.




Research tells us why it’s a problem.

Research shows us how to fix it.


BENEFITS OF USER RESEARCH


Throughly defines the problem.



Informs design decisions.




Provides direction & priority.


Throughly defines the problem. SHOWS US THE “WHAT”





Informs design decisions. TEACHES US THE “WHY”




Informs design decisions. TEACHES US THE “WHY”

Provides direction & priority. GUIDES US TO THE “HOW”


EXAMPLE PROJECT NEEDS
Stated: What Research Tells Us:

“WHAT”

“WHY”

“HOW”



“WHAT” “We need a website redesign”

“WHY”

“HOW”


The website doesn’t meet
users’ expectations

“WHY”

“HOW”



“The current site isn’t
“WHY” working for us”

“HOW”



“The current site isn’t There are usability
“WHY” working for us” flaws in the design

“HOW”




“We should update
“HOW” the look & feel”




“We should update We need to design clearer
“HOW” the look & feel” call to action buttons.





Vague & Undefined





Vague & Undefined
Clear & Actionable

BEWARE OF THE DATA TYPE

QUALITATIVE vs. QUANTITATIVE



QUALITATIVE X
vs. QUANTITATIVE



QUALITATIVE X
vs. QUANTITATIVE

Just remember



QUALITATIVE X
vs. QUANTITATIVE

Just remember

We need both!



QUANTITATIVE
Objective
X
vs. QUALITATIVE
Subjective
“Measurable” “Non-measurable”
Numerical Data NOT Numerical
Statistics Concepts



QUANTITATIVE QUALITATIVE


QUANTITATIVE

QUALITATIVE


Page Views
Bounce Rate
Time On Site
Yes/No
True/False


Page Views Expectations
Bounce Rate Reactions
Time On Site Confusion
Yes/No Comprehension
True/False Behavior


QUALITATIVE

QUANTITATIVE



QUANTITATIVE informs QUALITATIVE




“WHAT”




“WHAT” “WHY”




“WHAT” informs “WHY”




i.e. Sign-up page bounce rate it high.




i.e. Sign-up page bounce rate it high. i.e. Call to action text is confusing.


WHEN SHOULD YOU DO
USER RESEARCH?

Timeframe Beginning of the project During Design Production Project Completion

- re-enforce direction
- inform direction & scope - gauge progress/success
Benefit - validate design decisions
- throughly defines the problem - guides product direction
- acquire design feedback at
- provides insights for next steps - discover areas for improvement
significantly lower cost

- Contextual Inquiry - Usability Testing - Usability Testing
Example - Field Study/Ethnography - Card Sorting - Site Search Analytics
Method/Use - User Interviews - Personas - Web Analytics
- Surveys - Mental Models - A/B Testing/Multivariate Testing


BONUS ROUND


BONUS ROUND
ONGOING RESEARCH


BONUS ROUND
ONGOING RESEARCH
How:


BONUS ROUND
ONGOING RESEARCH
How: - Create a solid and sustainable research plan for a continuous
feedback loop from your customers/users


BONUS ROUND
ONGOING RESEARCH

Why:


BONUS ROUND
ONGOING RESEARCH

Why: - Your audience changes and evolves over time


BONUS ROUND
ONGOING RESEARCH

- Your product/service/website will attract new audience segments


BONUS ROUND
ONGOING RESEARCH

- Your product/service/website will attract new audience segments
-Other products/services/websites introduce new expectations for
interacting with your information


WHEN SHOULD YOU DO
USER RESEARCH?

Timeframe Beginning of the project During Design Production Project Completion
Let’s talk about a few in more detail
- re-enforce direction
- inform direction & scope - gauge progress/success
Benefit - validate design decisions
- throughly defines the problem - guides product direction
- acquire design feedback at
- provides insights for next steps - discover areas for improvement
significantly lower cost

- Contextual Inquiry - Usability Testing - Usability Testing
Example - Field Study/Ethnography - Card Sorting - Site Search Analytics
Method/Use - User Interviews - Personas - Web Analytics
- Surveys - Mental Models - A/B Testing/Multivariate Testing


CONTEXTUAL INQUIRY


WHAT IS CONTEXTUAL INQUIRY?

Fancy Definition:



Fancy Definition: a field data-gathering technique that studies a few carefully
selected individuals in depth to arrive at a fuller understanding of
the work practice across all customers.



- Hugh Beyer and Karen Holtzblatt - Contextual Design: Defining Customer-Centered Systems




Non-Nerd Version:




Non-Nerd Version: go watch people work in their own context.




Non-Nerd Version: go watch people work in their own context.
- Us


THE “HOW-TO” OF
CONTEXTUAL INQUIRY
1. Recruiting Contact & schedule the people you will observe. THIS IS THE MOST IMPORTANT STEP.

2. Research Plan Establish a clear focus for what you’re seeking to understand & what you hope to learn.

3. Observe Watch users completing relevant goals & tasks in their own context.

4. Analyze Review what you learned. What patterns emerged?

5. Report Create appropriate documentation to communicate what you found to the team.


WHAT’S THE BENEFIT OF
CONTEXTUAL INQUIRY?
Are there current frustrations or problems with the existing design? What about with their
Issues physical environment or other systems and processes? Can the new design support those?

What are the high level priorities of the people using the current design?
Goals What are they trying to accomplish?

Tasks What are the steps people are taking to accomplish those goals?

Environment What is their physical location like? How does it impact the design or how they use it?

What other hardware or software are they using to do their work? Can (or should) they be
Applications integrated? Can the new design eliminate the need of these factors?


CONTEXTUAL INQUIRY?
Work-Arounds Are people creating ways to work around a poor design now?

Triggers What causes someone to begin down a path of completing a goal?

Are there several ways in which people are accomplishing the same goal or task? Should the
Variation(s) design support one? Both?

Partners Who does the person work with to accomplish a goal or task?

“Crutches” Do people have “cheat-sheets” or other materials to help them accomplish goals and tasks?


RECOMMENDATIONS FOR
CONTEXTUAL INQUIRY
Recruiting Be sure to observe an appropriate, representative sample of your target audience.
Aim for 3-5 participants separately.

Timeline Allow 1-2 weeks for recruiting effort. (Varies depending on the project & participant availability)
Allow 1-2 weeks for conducting the research. (Assuming 5 participants)
Allow AT LEAST 1 week for analysis
Allow 1 week to create a report.

Approximately 4-8 weeks total


USABILITY TESTING


WHAT IS USABILITY TESTING?

Definition:


WHAT IS USABILITY TESTING?

Definition: a form of gathering feedback from actual users of a design by
having them attempt to complete intended goals and tasks with
said design.


THE “HOW-TO” OF
USABILITY TESTING
Determine who you will conduct usability testing with, write a screener to ensure you recruit
1. Recruiting your target audience from the responses & schedule the participants. Again, a CRITICAL step.

Where will the tests take place? What will the research cover? As before, Establish a clear
2. Research Plan focus for what you hope to learn.

3. Conduct Tests Conduct the test (ideally with an experience moderator) & observe, while taking notes.

4. Analyze Discuss test results with any participating team members & review recordings if available.

5. Report Create appropriate documentation that conveys the findings from the research.


USABILITY TESTING?
Expectations Is the solution designed meeting expectations of those intended to use it?

Task Completion Can the users complete the available tasks of the design?

Level of difficulty If so, how difficult was it for them to complete the task(s)? Why?

Path Taken What were the steps involved in completing a given task?

Impression Did the user(s) understand the overall message and intent that the design meant to convey?


VARIATIONS OF
USABILITY TESTING
In-Person, Moderated Sessions are conducted at a physical location with a live, in-person moderator
leading the session(s) with participants.

Research is conducted via “live recruiting” from an existing website.
Remote, Moderated Participants are immediately connected with a moderator from a remote location.

Sessions are conducted using an online service that allows users to
Remote, Un-moderated participate at their convenience, without a moderator.

Usability testing done with minimal recruiting effort and logistical
Guerilla planning. Common locations are coffee shops, bars, offices, etc.


VARIATIONS OF
USABILITY TESTING
Good





VARIATIONS OF
USABILITY TESTING
Better





VARIATIONS OF
USABILITY TESTING
Best





RECOMMENDATIONS FOR
USABILITY TESTING
Do your own recruiting if possible. If this is not possible, work closely with a recruiting agency
Recruiting to ensure the participants being recruited match your target audience.
(especially for the particular research you’re doing)

Aim for 5-10 participants. (dependent on the study)

Timeline Allow 1-2 weeks for recruiting effort. (Varies depending on the recruiting method)
Allow 1 week for conducting the tests. (Assuming 5 participants)
Allow 3 days to 1 week for analysis.
Allow 3 days to 1 week to create a report.

Approximately 3-6 weeks total


PUTTING IT ALL TOGETHER


FICTIONAL PROJECT:
WEB APP REDESIGN


FICTIONAL PROJECT:
WEB APP REDESIGN

“We need to redesign our web application
to increase customer engagement”


FICTIONAL PROJECT:
WEB APP REDESIGN

“We need to redesign our web application
to increase customer engagement”

GO!


FICTIONAL PROJECT:
WEB APP REDESIGN
Let’s get started:


FICTIONAL PROJECT:
WEB APP REDESIGN

THE “WHAT”


FICTIONAL PROJECT:
WEB APP REDESIGN

THE “WHAT” Targeted Surveys


FICTIONAL PROJECT:
WEB APP REDESIGN

THE “WHAT” Targeted Surveys Web Analytics


FICTIONAL PROJECT:
WEB APP REDESIGN

THE “WHY”


FICTIONAL PROJECT:
WEB APP REDESIGN

THE “WHY” User Interviews


FICTIONAL PROJECT:
WEB APP REDESIGN

THE “WHY” User Interviews Contextual Inquiry


FICTIONAL PROJECT:
WEB APP REDESIGN

THE “HOW”


FICTIONAL PROJECT:
WEB APP REDESIGN

THE “HOW” Usability Testing


FICTIONAL PROJECT: WEB APP REDESIGN
Project Overview:

“WHAT” “WHY” “HOW”

Prototype
[design & development}

iteration(s)

Targeted Web User Contextual Usability
Surveys Analytics Interviews Inquiry Testing

Time


WHAT ELSE?


NERDERY RESEARCH METHODS
Usability Testing Field Study/Ethnography

Surveys Site Search Analytics
Card Sorting
Web Analytics
Stakeholder Interviews
A/B Testing : Multivariate Testing
User Interviews
Mental Models
Contextual Inquiry

Personas


“WHAT”

Card Sorting
Web Analytics
User Interviews
Mental Models
Contextual Inquiry

Personas


“WHY”

Card Sorting
Web Analytics
User Interviews
Mental Models
Contextual Inquiry

Personas


“HOW”

Card Sorting
Web Analytics
User Interviews
Mental Models
Contextual Inquiry

Personas


QUESTIONS?
Using the questions panels in the GoToMeeting app
On Twitter @The_Nerdery
Send us an email at primers@nerdery.com
More answers online at http://nerdery.com


Intro to User Research

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