Getting started with UX research October 2017.pptx

1. Getting started with User Experience Research Carol Rossi October 2017

2. I often hear … “I need to do a usability study” “We need to send out a survey”

3. People tend to use the technique they already know to answer ALL research questions

4. It’s a lot easier to look at things tactically than strategically

5. Why are we doing research? To be able to make better, more well-informed decisions

6. So before you start running a study, think about Context

7. https://www.nngroup.com/articles/which-ux-research-methods/ One way to think about Context

8. What do I mean by CONTEXT? How does your research contribute to your company?

9. People have a much easier time understanding and valuing things that are tangible.

10. What are you delivering? Who What How tangible is it? Designer Designs: Wires, InVision, PSD files Tangible

11. What are you delivering? Who What How tangible is it? Designer Designs: Wires, InVision, PSD files Tangible Developer Code Tangible

12. What are you delivering? Who What How tangible is it? Designer Designs: Wires, InVision, PSD files Tangible Developer Code Tangible Product Manager The Product! Tangible

13. What are you delivering? Who What How tangible is it? Designer Designs: Wires, InVision, PSD files Tangible Developer Code Tangible Product Manager The Product! Tangible Researcher Insights Intangible

14. IMPORTANT to figure out how to make the insights be as valued as the tangible deliverables

15. Context - of your company 1. Culture 2. Strategy 3. Business Goals

16. https://www.fastcodesign.com/90135223/the-golden-age-of-ux-wont -last-heres-how-to-prepare-for-whats-next

17. What are the Beliefs and Behaviors that determine how people interact? 1. Culture

18. What’s Valued at your company? 1. Culture How do people Communicate?

19. How does the product you’re working on connect to the other products made by your company? 2. Strategy How does your company want to leverage its assets to beat competitors?

20. What does your company mean by Growth? 3. Business goals How does the product you’re working on make money for the company? What is your product manager’s primary business goal right now?

21. Good Design = Growth Design

22. Okay, so how do you execute the research that gets the insights you need based on this context?

23. Steps for ANY research project 1. Prepare 2. Run 3. Synthesize 4. Share 5. Reflect

24. best practice: Work collaboratively so ownership of insights is shared

25. Involve key stakeholders in the planning and execution of the study Work collaboratively

27. 1. Prepare Determine approach Identify objectives Create a research plan Identify target participants Write tasks

29. What is the business question you are trying to answer? 1. Prepare: Objectives

30. Are you trying to answer a Strategic or a Tactical question? 1. Prepare: Objectives

31. Strategic research answers these kinds of questions: ● Who are our users? ● What do they need? ● How does our product fit into their lives? ● What competitors or other products do they use?

32. Tactical research answers these kinds of questions: ● What issues do people encounter when they use our product? ● How desirable is our product? ● What do they actually do with our product? ● How well can people perform desired tasks over time?

33. Do users understand how to perform a task (e.g., buy a pair of shoes, read a review)? You've got 5 design alternatives and you can only AB test 2 of them - how do you narrow your choices? What motivates different types of users (e.g., full-time students, returning students, people training for a job)? Typical questions designers are trying to answer

35. https://www.nngroup.com/articles/which-ux-research-methods/

36. Business question Approach Do users understand how to perform a task (e.g., buy a pair of shoes, read a review)? Usability test You've got 5 design alternatives and you can only AB test 2 of them - how do you narrow your choices? Usability test What motivates different types of users (e.g., full-time students, returning students, people training for a job)? Interview / Field study

38. Who are your target users / personas? 1. Prepare: Participants You need to be able to find those people!

39. https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/ 90% of usability issues are uncovered with 8 users

41. What tasks will you give the user to get to your objectives? 1. Prepare: Tasks

42. Identify the end result you want the person to get DO NOT spell out the steps 1. Prepare: Tasks It’s tempting to think about helping them but avoid the temptation

44. Remember: this is a collaborative effort. Write down the plan, share with team, discuss, get agreement BEFORE you run the study. 1. Prepare: Research plan

46. IMPORTANT: reduce bias 2. Run What is bias? Influencing the results of the study by using poor research techniques.

47. IMPORTANT: reduce bias 2. Run Why is bias a bad thing? You can’t reliably answer your business question with biased data.

48. Three biggest bias mistakes I see: Asking leading questions Talking too much Asking people what they would do 2. Run

49. Avoid: Asking leading questions 2. Run

50. 2. Run Leading questions Non-leading questions Are you feeling frustrated because this is hard to do? Didn't you see the blue button? Why wasn't it clear that you should've clicked on the green button?

51. 2. Run Leading questions Non-leading questions Are you feeling frustrated because this is hard to do? I think I just heard you say this is hard. Tell me more about that. Didn't you see the blue button? Why wasn't it clear that you should've clicked on the green button?

52. 2. Run Leading questions Non-leading questions Are you feeling frustrated because this is hard to do? I think I just heard you say this is hard. Tell me more about that. Didn't you see the blue button? Tell me all the things you can do on this page. Why wasn't it clear that you should've clicked on the green button?

53. 2. Run Leading questions Non-leading questions Are you feeling frustrated because this is hard to do? I think I just heard you say this is hard. Tell me more about that. Didn't you see the blue button? Tell me all the things you can do on this page. Why wasn't it clear that you should've clicked on the green button? Tell me what you’d expect to happen if you clicked on the green button.

54. Avoid: Talking too much 2. Run Instead: Just give them the task and watch/listen. Silence is your friend.

55. Avoid: Asking people what they would do 2. Run Why: People are terrible predictors of future behavior.

57. Goal is to identify key insights What do they mean for your project? What potential solutions do you see? 3. Synthesize

58. 3. Synthesize Remember: this is a collaborative effort. Get the key stakeholders in the room to synthesize together.

59. 3. Synthesize: affinity diagramming

61. People have a much easier time understanding and valuing things that are tangible. 4. Share

62. IMPORTANT to figure out how to make the insights be as valued as the tangible deliverables 4. Share

63. Make insights Actionable. How?

64. Make insights Actionable. Consider the Context (i.e., Culture, Strategy, Business Goals) and Connect the insights back to the context.

65. Yes, write a quick summary of the study but don’t rely on that as your only deliverable.

66. After Key Insights, list: Objectives Participants Approach Tasks

67. 4. Share Usability severity scale Success Irritant Moderate Severe Task successfully completed! Minor consistency issue, some hesitation or slight irritation Participant struggled but completed task with significant delay or frustration Task failed

68. 4. Share Team prioritization scale Objective Issue Usability Severity Action Can users successfully register? Password error message unclear Moderate Team member: AM Provide specific error message “Password must contain 6 characters …” Fix during next sprint.

69. 4. Share Find culture-specific ways to communicate insights Museums Video showings Tell stories Blogs https://medium.com/@FBResearch/beyond-bullet-points-four -creative-ways-to-share-research-c10fa047f025

71. What went well? What would you do differently next time? 5. Reflect

72. UserTesting.com https://www.usertesting.com/resources/checklists UXPin https://www.uxpin.com/studio/blog/how-to-run-an-insightful-usability-test/ Nielson Norman Group https://www.nngroup.com/articles/ InVision https://www.invisionapp.com/blog/data-driven-usability-testing/ Carol’s blog post http://www.carolrossi.com/blog/2017/1/10/getting-started-with-ux-research Don’t Make me Think Steve Krug https://www.amazon.com/Dont-Make-Think-Revisited-Usability/dp/0321965515/ref=sr_1_1?ie=UTF8&qid =1502487811&sr=8-1&keywords=don%27t+make+me+think Observing the User Experience Goodman, Kuniavsky, Moad https://www.amazon.com/Observing-User-Experience-Second-Practitioners/dp/0123848695/ref=sr_1_1? s=books&ie=UTF8&qid=1502487909&sr=1-1&keywords=observing+the+user+experience Resources - some articles & books on UX Research

73. PRACTICE! ✓ PURE OBSERVATION ✓ FEELING ✓ MEANING Thank you. Carol Rossi carolrossi.com LinkedIn: https://www.linkedin.com/in/crossiux/ Twitter: @crossiUX

74. Bonus slides: Writing tasks

75. Case study You just got a job with Fandango. The analytics lead just told you people are going to the home page and bouncing and they don’t know why. You’ve determined you need to run a usability study to see if there are issues inhibiting people from finding convenient movie times and locations.

76. Objective Good or bad task? Understand what issues get in the way of users finding movie times and convenient locations. Go to www.fandango.com. Click on a movie you like, then on the Buy Tickets button. Writing tasks

77. Objective Bad! Understand what issues get in the way of users finding movie times and convenient locations. Go to www.fandango.com. Click on a movie you like, then on the Buy Tickets button. Writing tasks

78. Objective Good or bad task? Understand what issues get in the way of users finding movie times and convenient locations. Use www.fandango.com to find a movie you’d be interested in seeing on Sunday afternoon. Writing tasks

79. Objective Good! Understand what issues get in the way of users finding movie times and convenient locations. Use www.fandango.com to find a movie you’d be interested in seeing on Sunday afternoon. Writing tasks

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