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User recruitment
What doesn't bring you joy
should be automated
Den Tserkovnyi
@dtserkovnyi
Photo by Rob Janssen
I work at a product company called Studyportals.
We help students to find education abroad.
Most of us studied abroad
and it was amazing!
We want to share that feeling with everyone.
Our product
In simple words we have a website.
It’s visited by almost 3 million users a month.
We have 6 teams
and we design & build lots of stuff
• Monthly tactical research
• Feature based tests
• Strategic long-term
We test a lot
5
design sprints
in parallel
5×5=25 users
Observers + no-shows
= loss of credibility
BUT
Let’s start
from the beginning
So you built
an awesome prototype
…
But how are you going
to test it?
Usability test?
Great idea!
Who are you going to invite?
Friends?
Relatives?
Colleagues?
That guy?
User recruitment
Who likes to recruit users?
Please raise your hand
Wait…
• Professional testers
• Money
• Available users
• Middleman
let's imagine you don't have unlimited resources for user research...
Why not agency?
Lower overhead cost
& pay to the user
Students as users
Our users are students, should be easy to recruit?
Well, easier than medical doctors for sure, but…
We struggled with it as long as
I can remember
Referrals
GDPR
Campus visit!
Warm
Summer day
True story
Great success!
32 students were recruited
in half a day
1
showed up
to the test
Remember I mentioned Summer?
Exams
How it worked
1. Get users
2. Send invites
3. Send reminders & hope for the best
4. Test
And test more
If there are no shows
A lot of effort for unpredictable
results
Remote users?
No user background bias
Based on location
Easier to find
Closer to real environment
Hack day
Day for experiments and learning every two weeks.
When we are not busy fitting dinosaurs inside of the slide we do
projects that make our life easier or more delightful
Automating parts of
user recruitment
Recruit
Screen
Schedule
Interview
At a glance
Recruit
Targeted ad
Email registered users
Previously recruited users
Screen
• Critical questions first (Save time for users)
• Consent form (Do not record personal data before consent)
• Personal details
• Contacts (phone number, Skype, email)
Phone number
decreased no shows
Better screening,
based on personas
Schedule
• Repeat technical requirements
• Repeat technical requirements
• Request confirmation via email
• Send reminders
User calls from
supermarket
Don’t blame the user
Blame your unclear instructions
Empathise!
We noticed that people who do not
confirm their participation often do
not show up, that makes user
researchers sad. And we need
them to be happy.
Interview
In-house
Mobile remote & in-house
Desktop remote moderated
Automate
Connect all services to Airtable
Record users and log sessions
Send reminders
Share with the team
Go wild!
148 referrals
16 screener completions
3.32 EUR/conversion
10 students for the test
Numbers
Demo
From the user perspective
What else?
Recruit more than you need
No-shows are expensive (pay more than participants’ hourly rate)
Experiment with research methods
Don’t forget about behavioral data
https://xkcd.com/1205/
How are you doing it?
Discussion
Ask me anything
@dtserkovnyi

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User recruitment: What doesn't bring you joy
 should be automated

Notas do Editor

  1. My goal is to make you think creatively about the manual tasks you are performing. If you challenge your behaviour and automate your workflow I will be very happy.
  2. My name is Den, and barely anyone can pronounce my surname. Born in Ukraine, moved to the Netherlands 7 years ago. I had a pleasure to work in a dynamic environments with a great teams as UX researcher, UX designer, Scrum Master, Product Owner. Last 3.5 years I’m leading UX design team at SP.
  3. Website tests (mobile, desktop)
  4. Observers & no-shows. Losing credibility
  5. And do some visualisation
  6. No, we don’t…
  7. Is there problem to solve?
  8. Could be even more, but we didn’t want to bother people indoors too much, because most of them were busy.
  9. Problem / solution
  10. Ask phone number
  11. + Personas
  12. Please respond to this email to confirm your participation.
  13. $8 Calendly 20 Zapier
  14. NN hourly rate of the user is not important. No-shows are more expensive