3. 2013
What it is
Ignite is a geek event in over 100 cities
worldwide. At the events Ignite presenters
share their personal and professional
passions, using 20 slides that auto-advance
every 15 seconds for a total of just five
minutes.
4. 2013
• The optimal UX research method depends
on many factors.
• The question being asked
• The desire for attitudinal or behavioral data
• The point of development of the design
• The development process
• The resources available
• Desire for qualitative or quantitative data
• There is no single UX research method that
can answer all of your questions.
• Best to take a toolkit approach
5. 2013
• For the purposes of this session though,
we are throwing level headedness to the
wind!
• Presenters have been asked to select a
UX research method that they are
passionate about and campaign for your
vote for the best UX Research Method.
6. 2013
• Presenters have been given
free reign as to how to structure
their argument.
• Presenters can play nice.
8. 2013
• Why use this format?
• Allows audience to hear the best points
of the different methods
• Provides insights into an argument that
you could make for using a particular
method
• Promotes a group discussion
9. 2013
David Hawkins
• User Experience
Researcher at Fors
Marsh Group
• @dHawk87
Presentation: Structured in-
lab usability testing
• Typically the first method
thought of when usability
testing is discussed
10. 2013
Cory Lebson
• Principal User
Experience Consultant
at Lebsontech
• @corylebson
Presentation: Free form in-
person usability testing
• A spin-off of structured
testing
11. 2013
Heather Gay
• Director of Research at
Media Barn Inc.
• @heatherlgay
Presentation: Focus Groups
• Participants discuss a
topic in a group session
12. 2013
Jonathan Strohl
• UX Researcher at Fors
Marsh Group
• @jonstrohl
Presentation: Ethnography
• Observing and
interviewing participants
in their natural
environment.
13. 2013
Jennifer Romano Bergstrom
• User Experience Lead at
Fors Marsh Group
• @romanocog
Presentation: Moderated
and unmoderated remote
usability testing
• Performed at a different
location than the
participant
14. 2013
Bryan Wiggins
• Senior Research
Associate at Fors Marsh
Group
• @bwigginsfmg
Presentation: Surveys
• Participants respond to
written questions
15. 2013
The Full Lineup
Structured In-Lab
Testing
David Hawkins Fors Marsh Group
Free-form Testing Cory Lebson Lebsontech
Focus Groups Heather Gay Media Barn
Ethnography Jon Strohl Fors Marsh Group
Remote Testing Jennifer Romano
Bergstrom
Fors Marsh Group
Surveys Bryan Wiggins Fors Marsh Group
36. David Hawkins – @dHawk87
Cory Lebson - @corylebson
Heather Gay - @heatherlgay
Jon Strohl - @jonstrohl
Jennifer Romano Bergstrom - @romanocog
Bryan Wiggins - bwigginsfmg
This is Why My UX Research
Method Rocks!
56. 2013
To recap: be flexible
and you’ll be a superhero.
And THAT is Why
Free-Form Testing rocks!
@corylebson
57. 2013
David Hawkins – @dHawk87
Cory Lebson - @corylebson
Heather Gay - @heatherlgay
Jon Strohl - @jonstrohl
Jennifer Romano Bergstrom - @romanocog
Bryan Wiggins - bwigginsfmg
This is Why My UX Research
Method Rocks!
58. 2013 This Is Why
Focus Groups Rock!
Heather Gay
Director of Usability Research
Mediabarn Inc.
@heatherlgay
66. 2013
Why do a group?
๏ You don’t have anything for users to use
๏ You’re not really sure what to build
๏ You want to test your initial assumptions
๏ You need fuel to innovate
๏ You need to acquire data to create a UX
plan
๏ You need to identify important research
questions
@heatherlgay
76. 2013
Best UX research method
๏ Organic conversation in a group setting
๏ Online or in person
๏ Provide rich information on:
- The reasons why users make decisions
- The types of features that are important to
users
- How users perceive you vs. your competition
@heatherlgay
77. 2013 And THAT is why
Focus Groups rock!
Heather Gay
www.mediabarnresearch.com
Twitter: @heatherlgay
@heatherlgay
78. 2013
David Hawkins – @dHawk87
Cory Lebson - @corylebson
Heather Gay - @heatherlgay
Jon Strohl - @jonstrohl
Jennifer Romano Bergstrom - @romanocog
Bryan Wiggins - bwigginsfmg
This is Why My UX Research
Method Rocks!
99. 2013
David Hawkins – @dHawk87
Cory Lebson - @corylebson
Heather Gay - @heatherlgay
Jon Strohl - @jonstrohl
Jennifer Romano Bergstrom - @romanocog
Bryan Wiggins - bwigginsfmg
This is Why My UX Research
Method Rocks!
100. 2013
This Is Why
Remote Testing
Rocks!
Jennifer Romano Bergstrom
User Experience Research Leader
Fors Marsh Group
@romanocog
120. 2013
And THAT is why
Remote Testing
rocks!
Jennifer Romano Bergstrom
www.forsmarshgroup.com
@forsmarshgroup
@romanocog
121. 2013
David Hawkins – @dHawk87
Cory Lebson - @corylebson
Heather Gay - @heatherlgay
Jon Strohl - @jonstrohl
Jennifer Romano Bergstrom - @romanocog
Bryan Wiggins - bwigginsfmg
This is Why My UX Research
Method Rocks!
122. 2013
Web Surveys as
Part of the UX
Process
Bryan Wiggins, Fors Marsh Group
This is Why
Surveys Rock!
@bwigginsfmg
123. 2013
Types of Web Surveys
๏ Site Intercept
๏ Surveys of Registered Users
๏ Customer Satisfaction Surveys
@bwigginsfmg
129. 2013
Advantages of Web Surveys
๏ 3. Large amount of feedback
Photo courtesy of:
Boston Public Library
@bwigginsfmg
130. 2013
Disadvantages of Web Surveys
๏ 1. Nonresponse bias
Photo courtesy of:
Boston Public Library
Photo by: Bahai.us
@bwigginsfmg
131. 2013
Disadvantages of Web Surveys
๏ 2. How do you fix the problem?
Photo courtesy of:
Boston Public Library
Photo by: Bahai.us
Photo by: osseous
@bwigginsfmg
140. 2013
Unified Approach to UX
Photo courtesy of:
Boston Public Library
Photo by: Bahai.us
Photo by: Sweetie187
@bwigginsfmg
141. 2013
Web Surveys Are One Piece
of the Puzzle
Photo courtesy of:
Boston Public Library
Photo by: Bahai.us
Bryan Wiggins
bwiggins@forsmarshgroup.com
Photo by: yann.co.nz
@bwigginsfmg
142. 2013
David Hawkins – @dHawk87
Cory Lebson - @corylebson
Heather Gay - @heatherlgay
Jon Strohl - @jonstrohl
Jennifer Romano Bergstrom - @romanocog
Bryan Wiggins - bwigginsfmg
This is Why My UX Research
Method Rocks!
Editor's Notes
Creating a structured environment for participants. Provide participants with specific tasks to complete. Measure performance on tasks as well as collect other forms of data when in the lab.
Customizes the testing session depending on the participant’s behaviors
Participants provide feedback collaboratively.
Unmoderated tests provide participants with a list of tasks to perform and the session is recorded for the researcher to observe or collect data from later.
Surveys can try to uncover attitudes or behavior. Surveys can be given as a stand alone tool or be supplemental to other research methods.
There are three components of in-lab testing that make it a valuable way to assess usability, cognitive theory, or any hypothesis for that matter. With in lab testing you have strict experimental control over your environment. From that experimental control you can then test your hypotheses in controlled, confound-free way. Additionally, in-lab tests allow you to utilize technologies that are not necessarily portable. I’ll go through each of these three facets of in-lab testing in the hopes of convincing you how vital it is for any testing situation.
In your study if you are interested in task completion time, first impressions, or satisfaction, extraneous distractions like construction noises, appliances at home, and children can affect how a person perceives their interaction with a product. This is really the highlight of in-lab testing, the fact that you can create a confound free environment. This will help down the road when you are comparing experimental groups and looking for significant results in your data analysis.
Physiological assessment techniques are very exciting because they provide researchers with a way to objectively assess human cognition. Unlike subjective opinions or memory tests, physiological metrics are not subject to response bias or the malleability of memory.
Ethnography is about understanding people’s experience in their daily world, with all of their communication tools, systems, and collaborators that they typically have available to them. It’s a very versatile approach.
Ethnography is rooted in the anthropological studies of non-western cultures. Simple observational research wasn’t enough for them and it shouldn’t be enough for us. To gain a better understanding, researchers needed to get directly involved in the lives of the people they were studying.
We need to jump into the crowd and get directly involved in the conversation. We can gain insights that can’t be discovered from out-of-context situations.
Because real life can be unpredictable. And it’s difficult to understand user behavior when we are comfortable in our offices. We need to take a chance, get out there, and see what problems are thrown user’s way.
People don’t use technology in a vaccum - they use it with other people. Better understanding our user groups can inform us about how to better or create effective design. This research method can get at these group interaction subtleties that other methods just can’t.
We can gain better insights from this contextual information in the field. We can learn about time and social pressures that would be difficult to uncover if the study was conducted in the lab or another contrived environment.
We can take on different roles as the researcher depending on the information we need to acquire. I understand that usually we want to take on more of a strict observational role but if necessary we can take on more of a participatory role if the research requires.
And you don’t need to wait for your participants to come to you. You can go to them. To get representative data, you may need to go to some pretty odd places, because your users, may just not be interested in taking the time to participate in a focus group or usability test after work.
And if someone says that it’s too subjective, it’s just not true. We can triangulate our data using evidence from multiple perspectives to increase our confidence in our findings. Unlike interviews and focus groups, ethnography doesn’t need to be limited to a single session.
If we are designing an app for travel, we can study a group of tourists as they navigate DC. We can find out the type of information that is important to them and the areas of opportunity to make their travel experience better.
Because we are interacting with participants at a more personal level, we can use this information to build detailed personas that truly capture user behavior.
If we have the goal of building a hospital information system, this is the best method to understand system requirements and user needs. In this scenario, we would need to understand the context surrounding the system and all of the users of the system.
At its core ethnography is an inductive reasoning tool. Using it, we can generate ideas from the bottom-up and help us realize an opportunity that we wouldn’t have thought of without getting directly involved in the conversation with participants.
And to research a user group, we don’t necessarily need to be in the field. Social media and discussion boards allow us to use ethnographic research tools to gain better understanding of groups without even having to leave the office.
All of this makes ethnography a versatile tool – it’s the swiss army knife of research methods. We can gather a lot of rich disparate information about users, context, and interactions. Other methods are like hammer, they’re great for one thing.
Like usability testing, it can tell us what works and what doesn’t. We can support or reject our hypotheses, we can learn about trouble areas and opportunities for future development. (We can compare the interface to benchmarks and evaluate its effectiveness). Usability tests and surveys are mostly deductive reasoning tools.
http://www.flickr.com/photos/dmuth/5910828458/When we run a usability test, we have a predefined set of questions that we enter with. As researchers, we have expectations. It’s like playing where’s Waldo you’ll always find what you are looking for.
https://commons.wikimedia.org/wiki/File:Istanbul_spice_bazaar_02.jpgWith ethnography, we don’t need to have hypotheses or structured rules to play by. It’s like shopping at a market where you can discover something new every time.