SVA Class 1

DESIGN
RESEARCH

Tuesday, November 15, 2011

Something not on the site


Hi, I’m Nate Bolt
Author, Remote Research
President, Bolt | Peters
Time lapse addict


SF TO PARIS IN TWO MINUTES


Morgan Holtzer
Project Manager,
Web Group, Digital Media
The Metropolitan Museum of Art


What are ways
companies conduct
research?


oh 60 years ago
ai ,
f ay
e


20 years ago

us e r
re s e
a rcb
tool
s


1995


Decision Theory & Adaptive
Systems Group


“Misunderstood animated
pedagogical agent or spawn of
Satan?”


Bad Research


1)Hypothetical Questions
2)A False Premise
3)Opinions are worthless


Never Ask People
“Would you use this?”


Good Research
Investigate current behavior


Dead Tomato Society


Plain, Spicy, Extra Chunky


"It used to be that the way to
ﬁnd out what people wanted
to eat was to ask them."


Good Research


1) Contextual
2) Time-aware
3) Behavioral


Screw Surveys


Sprint to a
functional prototype


A functional prototype
can be a static site, low
ﬁdelity mock, paper
prototype, index cards,
…


…but use real data.


Iterate


1) Sprint to the testable.
2) Iterate.


People lie less
at home


Since 2007


Can tools make us better
researchers?


What we did for
Rdio

•GoToMeeting: 5 users (moderated)
•UserTesting.com: 10 users (self-
moderated)

•Usabilla: 50 users (automated)
•Ethnio: 468 recruits

What we did for
Volkswagen, Esurance,
and a Large Retailer

•$50 Webcam
•Free Ustream account
•Observed mobile users in-store and in a
lab


1) Mix online tools
2) Stream research live


For the rest of us,
we have to avoid
the big myth


The Myth:
Geniuses have genius ideas
that turn into genius
products.


The Truth:
Great Ideas come from
Other Great Ideas


More Truth:
Imaginative research
facilitates invention.


Research customers
the right way

•expand notion of what research is
•build
•behavior
•time-aware


tech!nol!o!guy


1829


1817


What Makes Beautiful Science?


The Process


What Makes Beautiful Art?


Authenticity


What Makes Beautiful Technology?


The Experience


What the Fuck is That?


EVERYONE WANTS TO
MAKE A DIFFERENCE
BUT RESEARCH DOESN’T GUARANTEE ANYTHING


“BUILD
STUFF
THAT’S
COOL”

Peter Merholz | Adaptive Path

“USABILITY
TESTING IS
A PATH TO
FAILURE”

Todd Wilkens | Adaptive Path

SO WHAT DO WE DO?


Tony Fadell


“ Every person on the team
should be treated like an artist. ”

- Tony Fadell


Edwin H. Land


“ Market research is what you do
when your product isn’t any
good. ”

- Edwin H. Land


Some thoughts on analytics

What do helicopters do in action movies?

Explode


nate@boltpeters.com
@boltron


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