1. Guerrilla UX Methods
Russ Unger ¦ @russu ¦ #GRMethods
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2. #GRMethods ¦ @russu
Why?

3. #GRMethods ¦ @russu
True or False?

4. #GRMethods ¦ @russu
“
Traditional Research: Tens of Thousands of Dollars.

5. #GRMethods ¦ @russu
True.

6. #GRMethods ¦ @russu
“
We don t have the time or budget for research.

7. #GRMethods ¦ @russu
False.

8. #GRMethods ¦ @russu
“
We don t have access to users.
We are our users.
We know what our users want/need.

9. #GRMethods ¦ @russu
False.

10. #GRMethods ¦ @russu
“
We don t have the talent/skill to perform research.

11. #GRMethods ¦ @russu
False.

12. #GRMethods ¦ @russu
...and a holy host of others...
author
of Tom er Sharon
(courtesy haron)
Rese arch ¦ @ts
of It s Our

13. #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/

14. #GRMethods ¦ @russu
What Makes Something Guerrilla?

15. “
#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/

16. #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
Faster!

18. #GRMethods ¦ @russu
Less Expensive!

19. #GRMethods ¦ @russu
Rigorous enough.

20. #GRMethods ¦ @russu
The Naysayers Say Nay!

21. “
#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)

22. #GRMethods ¦ @russu
“
We look for what we call
the point of least astonishment.
Jared Spool
Photo: John Morrison

23. #GRMethods ¦ @russu
CHANGE THE ARGUMENT.
This is About Points of Data.
NOT Number of People.

24. #GRMethods ¦ @russu
getreframer.com

25. #GRMethods ¦ @russu
“
Paying for what you get, you are.
Yoda
Photo: John Morrison

26. #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/

27. #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

28. #GRMethods ¦ @russu
“
Many of our current
ethnographic methods
were once considered
guerrilla.
Ginny Redish

29. #GRMethods ¦ @russu
Reality Check

30. #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

31. #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

32. #GRMethods ¦ @russu
And ALSO...
• Have a time and a place
• Have a purpose
• Won t replace traditional/non-guerrilla methods

33. #GRMethods ¦ @russu
“
Some good research is better than none.
Yes.
This.
- Russ Unger & Todd Zaki Warfel

34. #GRMethods ¦ @russu
Examples of Guerrilla Research
in the Wild

35. #GRMethods ¦ @russu
• 6-8-5 • Unmoderated Testing
• Man on the Street • Remote Usability Testing
• Burrito Lunch • Mobile Testing
• RIPS / RITE • Empathy Maps
• User/ Browser Role Playing • Design the Box
• Body Storming • Design Studio
• A/B Testing

36. #GRMethods ¦ @russu
6-8-5
-templates/
arfel.com/archi ves/sketchboard
http://zakiw

37. #GRMethods ¦ @russu
6-8-5
5 MINUTES
1 2 3 4
5 6 7 8

38. #GRMethods ¦ @russu
6-8-5
Conversion Conference Party Planner
GOAL: Find a party to attend at #convcon
3 Considerations:
• Will be a mobile app
• Parties need to be marked open / private / full / empty
• Display parties to the user

39. #GRMethods ¦ @russu
6-8-5
Source: Brynn Evans ¦ @brynn

40. #GRMethods ¦ @russu
6-8-5
What Next?
Pitch & Critique
• Ask for feedback
• Give feedback
• Receive feedback
• Revise / Update designs (1-ups)

41. #GRMethods ¦ @russu
Rules
6-8-5 of Critique*
•
Do
treat
each
other
with
respect
–
remember
your
idea
is
next
•
Do
encourage
and
embrace
the
craziness
•
Do
keep
on
track
–
9me
is
limited
•
Do
get
new
ideas
on
paper
–
write,
draw,
scribble
•
Do
build
on
the
ideas
of
others
•
Do
ques9on
the
design
•
Don’t
judge
or
shoot
down
ideas
based
on
your
preferences
•
Don’t
talk
over
each
other
–
everyone
has
a
voice
•
Don’t
be
a
jackass!
*applied
to
real-­‐life
engineers
-­‐
results
may
vary
Courtesy of Bennett King
@skunkwUrX

42. #GRMethods ¦ @russu

43. #GRMethods ¦ @russu
Man on the Street

44. #GRMethods ¦ @russu
Man on the Street
http://www.flickr.com/photos/csaetre/4645769134/

45. #GRMethods ¦ @russu
Man on the Street
Source: Class Videos @ UX Lisbon 2011 ¦ Team Os Macacos

46. #GRMethods ¦ @russu
Rapid Iterative ProtoSketching (RIPS)
Image Source Brad Nunnally ¦ @bnunnally

47. #GRMethods ¦ @russu
Rapid Iterative ProtoSketching (RIPS)
Image Source Brad Nunnally ¦ @bnunnally

48. #GRMethods ¦ @russu
Rapid Iterative ProtoSketching (RIPS)
Image Source Brad Nunnally ¦ @bnunnally

49. #GRMethods ¦ @russu
Rapid Iterative ProtoSketching (RIPS)
Image Source Brad Nunnally ¦ @bnunnally

50. #GRMethods ¦ @russu
Rapid Iterative ProtoSketching (RIPS)
Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally

51. #GRMethods ¦ @russu
User/Browser Role Playing / Body Storming
Video Source: Stephen P. Anderson

52. #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

53. #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

54. #GRMethods ¦ @russu
Mobile Testing
$3,000.00
Bernard Tyers
Belén Barros Pena
http://www.diymobileusabilitytesting.net/
Image Source: noldus.com

55. #GRMethods ¦ @russu
Mobile Testing
Nine Dollars.
Nine Minutes.
Image Source: Me

56. #GRMethods ¦ @russu
Mobile Testing
Image Sources: Lynda.com & Universal Mind

57. #GRMethods ¦ @russu
Design the Box

58. #GRMethods ¦ @russu
Design the Box

59. #GRMethods ¦ @russu
• 6-8-5 • Unmoderated Testing
• Man on the Street • Remote Usability Testing
• Burrito Lunch • Mobile Testing
• RIPS / RITE • Empathy Maps
• User/ Browser Role Playing • Design the Box
• Body Storming • Design Studio
• A/B Testing • ...and so many more

60. #GRMethods ¦ @russu
So What?

61. #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

62. #GRMethods ¦ @russu
Also...
• Faster
• Lower-cost
• Less effort
• Providing sufficient insight to make informed decisions
• Just enough rigor to determine that a problem exists

63. #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

64. Thank You!
Russ Unger ¦ @russu ¦ #GRMethods
Conversion Conference
#convcon