Big Design 2012 - Guerrilla Design & Research Methods Workshop
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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