Half day workshop shared at IA Summit Conference in Chicago, March 2018

1. UX Research
Practical Techniques for Designing Better Products
David Farkas, Brad Nunnally

2. Topic Activity
History of Research & Good Questions
Quantitative & Qualitative Methods Method Selection
Choosing Methods Mind Map Exploration
Break (9:45AM)
Making Sense of the Mess CandyLand Analysis & Spectrum Analysis
Communicating Insights Sample Findings & Synthesis
Getting the Most Out of Research Planning for the Future
Q&A

3. “I don’t pretend we have all the
answers. But the questions are
certainly worth thinking about.”
–Arthur C Clark
Section 1
History of Research and Good Questions

4. Research Predates Computers
Research in Manufacturing
Research in Engineering
Research in Automobiles

5. Enter Human Factors
The Measure of Man
GOMs
Field Research

6. Human Factors @ Nasa

8. Field Research is observational research of a
user’s tasks and behaviors, most usually
conducted on location or in context where
the behaviors usually take place.

9. A good question seeks to explore the unknown
in a targeted and guided way, while putting the
participant at ease to open up and provide
feedback you might not have expected or
anticipated.

10. Basic/Demographic
Process Oriented
Explanatory
Descriptive
Time Based
Frustrations
Ideals
Dreams
Types of Questions

11. Structure of a Question

12. Trademarks of a Question
Good Questions Are:
Open-ended
Balance specificity
Flow naturally
Bad Questions Are:
• Leading
• Shallow
• Personal or
unconscious bias

13. When to Break the Rules
Leading - Elicit Emotional
Response
Shallow - Warming Up
Personal Bias - Devil’s Advocate

14. “Objectivity requires taking
subjectivity into account”
– Lorraine Code
Section 2
Quantitative & Qualitative Methods

15. Quantitative Research focuses on objective
measurements through statistics and
analysis most often collected through
surveys, polls, and data analytics.

16. What Quantitative Is
Measured and quantified
Automatically collected or
gathered
Based on trends and historical
data
Defines the “what” and how”
Cannot define the “why”

17. What Quantitative Is Not
Does not tell us why something is
working
Does not tell us how something is
broken
Trends only represent past
behavior, not future behaviors
Specific to the question and
doesn’t allow for hidden trends

18. 3 Phases of Research

19. Analytics

20. Surveys

21. Tree Jacking

22. Heat Map (Eye Tracking)

23. Card Sorting

24. Words of Quantitative Caution
Lots of different methods, not all
should be used
Understand when qualitative
methods might provide more
tangible results
Need a larger user population to
gain insights

25. Qualitative Research focuses on behaviors
and motivations through direct observation
and interaction with research subjects.

26. What Qualitative Is
Subjective
Emotionally driven
Based on perceptions
Explore the rationalization, or
‘why’ of a behavior

27. What Qualitative Is Not
Does not tell us how many people
are experiencing a similar problem
Does not tell us how to fix
something
Does not guarantee truth
Is not actionable without
interpretation

28. 3 Phases of Research Revisited

29. Landscape Analysis

30. Heuristic Reviews

31. Contextual Inquiry

32. Product Testing

33. Words of Qualitative Caution
Stakeholders require cold, hard
facts
Answers are binary
Responses require large data
sets

34. Activity- Method Selection
Supplies:
Blank Paper
Steps
Reflect on a Research Problem
Identify Questions
Identify Participants
Method Selection

35. Discuss- Method Selection
Did you gravitate to some
methods over another?
Why?
What were some challenges in
choosing methods?

36. “But choose wisely, for while the
true Grail will bring you life, the
false Grail will take it from you.”
– Grail Knight, Indiana Jones and the
Last Crusade, 1989
Section 3
Choosing Methods

37. Define Your Questions
What are Your Goals?
Stakeholder Needs?
Sample Size?
Sample Location
Budget
Timeline

38. Mixing & Matching Methods
Use Quantitative to Inform
Qualitative
Examples
Analytics & Contextual Inquiries
Surveys & Customer Reports

39. Mixing & Matching Methods
Map method to the goals
Card Sorting for IA, not workflow
Analytics for usage, not
motivations

40. Activity- Mind Map
Supplies:
Mind Map template
Pen & pencil
Steps
Reflect on previous activity
Choose a research question
Identify and gauge methods and
opportunities

41. Discuss- Mind Map
Did writing down the risks/
opportunities change your
perception of the methods?
What is a risk you saw throughout
a number of your methods?

42. “Data doesn’t exist. Information
exists and it’s ephemeral. When we
capture it, it’s data.”
– TED Radio Hour, Big Data Revolution
Section 4
Making Sense of the Mess

43. Analysis is the process of transforming
raw data into actionable information
and insights.

44. Value of Analysis
Validates Assumptions
Provides Insights
Informs Requirements
Based on Data

45. Steps to Analysis
Gather Data Points
Choose Approaches
Model Data
Rinse & Repeat

46. Sample Methods

47. Spreadsheets

48. Digital Affinity Diagrams

49. Physical Affinity Diagrams

50. Highlight Reel

51. Quadrant Mapping

52. Spectrum Analysis

53. Activity- Candyland Analysis
Supplies:
Pre-written cards/notes with candy names
Part 1
Take the cards with candy names on them
Organize them based on some attribute of
interest
Pause
Reflect
Reorganize and Repeat

54. Activity- Candyland Analysis
Supplies:
Pre-written cards/notes with candy names
Part 2
Take the cards with candy names on them
Create a 5-6 likert scales where each side is
two similar qualities of candy. E.g. Sweet vs
sour
Place candies along these scales to see
patterns

55. Discuss- Candyland Analysis
How did you first organize the
content? Why?
How did you organize the content
the second time?
What is one thing you saw
differently across your two
organization methods?

56. – Eleanor Roosevelt
“It takes as much energy to wish as it does to plan.”
Section 5
Communicating Insights

57. Define Your Audience
Research/Product Team
Business Executives
Business Stakeholders
Product Owners

58. Define Your Goals
Validate Assumptions
Promote/Sell Product
Gain Buy-In
Promote More Research
Explore Business Needs

59. Define Your Format
PowerPoint
Video
Full Readout

60. Executive Summary

61. Full Readout

62. Product Roadmap

63. 1
3
7
Aug. 14, 2012 Highlights
Ameren Illinois collects 40,000 refrigerators
for recycling. (more)
Ameren Illinois pledges additional $500,000
in energy assistance. (more)
Officiis anis delent aut as moluptas sit quo
te quia vit (more)
Strum voluptas dolut quat estint quos re-
hent. (more)
Evendit isintio nseque pro bla consect
enienihil ipicient. (more)
(235xScalable)
Ameren and...Highlights
Go Paperless!
Turn off your paper
bill and receive...
(more)
LOGO
SEARCH GOAmeren Corporate Home • About Ameren • Media • Careers • Contact Us
Customers • Communities • Investors • Business Partners • Environment • Sustainability
My Account
1
(64X64)
DID YOU KNOW
CONTENT AREA
(196x240)
(150X26)
UserID
(150X26)
Password
LOGIN
Forgot UserID or Password?
Create Account
Other Logins
Recycle Your
Refrigerator
Free pick up...
(more)
2
(64X64)
Defend My
Dividend
Expiring law could
(more)
Diversity
It is essential to how
we do business...
(more)
Lorem Ipsum
It is essential to how
we do business...
(more)
3
(64X64)
5
(64X64)
6
(64X64)
Giving Back
Ameren employees
volunteer...
(more)
4
(64X64)
Banner for Featured Story
Power statement
(730x253)
About Ameren
(174x54)
Videos
(174x54)
Social Media
(174x54)
My Account
PAYBILL
(157X80)
VIEW BILL
(157X80)
VIEW PAYMENT
HISTORY
(157X80)
REPORT
OUTAGE
(157X80)
TEMPLATE 1A-1
CORPORATE WITH HIGHLIGHTS AREA
MY ACCOUNT
Size is mindful of the Banner dimensions to add to
consistency
ROTATING BANNER
Increased banner size
2.1 Banner progress status, number of shapes will indicate
how many banners (3 should be minimum) and will have an
indicator to show which banner is active
ADDITIONAL CALLOUTS
Utilizes more of the left column
3.1 About Ameren
3.2 Videos are more accessible
3.3 Social Media icons are repeated and more accessible
MY ACCOUNT
Above fold, more accessible, and larger
4.1 Report an Outage within the My Account section and
equal size to other callouts in this area
HIGHLIGHTS
Highlights only appear in the Corporate homepage template
CHICLET AREA
Newly designed chiclets
DID YOU KNOW
Anchored to bottom of page layout column. Will contain call
to action
FOOTER
Contains copyright information and links
7.1 Share and social media links repeated in footer
1.
2.
3.
4.
5.
6.
7.
AMEREN
HOMEPAGE WIREFRAME TEMPLATE
(174x253)
(196xScalable)
2
4
5 6
2.1
3.1
3.2
3.3
4.1
Product Requirements

64. Activity- Synthesize Research
Supplies:
Research notes
Sticky notes
Steps:
Review research notes
Collect data points
Group data points
Label groupings

65. Discuss- Synthesize Research
How can you look at the data
points through different points of
view?
How do you determine which
groupings take priority?

66. – Confucius
“Study the past if you would define the future.”
Section 6
Getting the Most Out of Research

67. Research is Ongoing
Research to Learn
Research to Define
Research to Make
Research to Do

68. Research Starts with Questions
Questions appear at any stage of
a project
No bad time for questions
No bad time for research
Research can be small or large

69. Research at Every Phase

70. Risks of Not Conducting Research
Define the wrong product
Build the wrong features
Feature creep
Code debt

71. Activity- Plan for the Future
Supplies:
Research findings
Sticky notes
Plan for the Future Worksheet
Steps:
Work through each column
5 minutes per column
Save time to discuss

72. Q&A
Thank You!
David Farkas @dafark8
Brad Nunnally @bnunnally
Brad Nunnally & David Farkas
Foreword by Steve Portigal
UX
ResearchPRACTICAL TECHNIQUES
FOR DESIGNING BETTER PRODUCTS