6. How Many Ways AreYou
ListeningTo Users?
@lauraklein
Did you know that there are dozens of ways to do this?
Wednesday, December 5, 2012
7. Here Are A Few OfThem
@lauraklein
Task Based Usability
Analytics
Observational Usability
NPS Surveys
New User Interviews A/BTesting
Landing Pages
Wizard of Oz
Product Stubs (Fake Doors)
Customer Development Interviews
Prototype Usability
Sales
SurveysFocus Groups
Brain Imaging (yes, really!)
Guerilla UserTests
UnmoderatedTesting
ClickTests
Wednesday, December 5, 2012
8. @lauraklein
I’m not going to teach you how to do
all of those today.
(You’re welcome.)
Wednesday, December 5, 2012
9. @lauraklein
What you want to learn determines
the type of research you need to do!
Wednesday, December 5, 2012
10. You Only NeedTo Know About
TwoTypes Of Research*
@lauraklein
Generative & Evaluative
*for now
Wednesday, December 5, 2012
12. You Don’t Have An Idea
@lauraklein
Find a great idea by learning about problems within
specific markets.
Best Methods:
•Contextual Inquiry
•Customer Development Interviews
Wednesday, December 5, 2012
14. You Have A Great Idea
(maybe)
@lauraklein
Learn more about your potential customers and figure
out what’s necessary for an MVP.
Best Methods:
•Contextual Inquiry
•Customer Development Interviews
•Observational Studies of Competitive Products
Wednesday, December 5, 2012
16. You Have An MVP & WantTo
Know How People Use It
@lauraklein
Understand more about your users and what they’re
really doing with your product.
Best Methods:
•Observational Studies
•Diary Studies
•Analytics
Wednesday, December 5, 2012
21. You’re Doing A Redesign & Want
To Make Sure It’s Better
@lauraklein
See whether users can perform key tasks in your
product easily and without confusion.
Best Methods:
•Task Based UsabilityTests
•Observation of Interactive Prototypes
Wednesday, December 5, 2012
23. You Created A New Landing
Page & WantToTest Messaging
@lauraklein
Understand whether users really understand your new
tag line, and whether your messaging conveys what you
think it should.
Best Methods:
•Five SecondTests
•Guerilla Usability
•A/BTests
Wednesday, December 5, 2012
25. You’reThinking Of Adding A
Feature
@lauraklein
Validate whether or not it’s a good idea before
spending time designing and building it.
Best Methods:
•Feature Stubs (Fake Doors)
•Wizard of Oz Features
Wednesday, December 5, 2012
27. You Added A Feature & WantTo
KnowThe Impact
@lauraklein
Learn whether your changes improve both the user
experience and your key business metrics.
Best Methods:
•Customer Interviews
•Observation Studies
•A/BTest Against Control
•Analytics
Wednesday, December 5, 2012
30. @lauraklein
Did you notice that some methods are
quantitative?
That’s because Qualitative Research
sucks for some things.
Wednesday, December 5, 2012
33. What Are Some Good Research
MethodsThat Don’t Involve
People OutsideThe Company?
@lauraklein
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Wednesday, December 5, 2012
34. But What If I’m Solving My Own
Problem?
@lauraklein
That depends. How many of you are there?
Wednesday, December 5, 2012
35. What If I Don’t Have Any Users?
@lauraklein
Get some.
Wednesday, December 5, 2012
36. But What If I Can’t Get Enough
Users For Quantitative Research?
@lauraklein
Rely more heavily on Qualitative Research.
Wednesday, December 5, 2012
39. Example!
@lauraklein
Type Metric Plan
Generative
Observational
Testing
Revenue
Observe 4 people who have never used the product
before go through the payment flow to find pain
points that are causing drop off in the funnel.
Generate ideas for fixing those usability bugs.
Evaluative
5 SecondTest
Sign Up
Test whether potential users understand the new
messaging on the home page by running 20 people
who have never seen the site before through a 5
second test and asking the question,“What does this
product do?”
Wednesday, December 5, 2012
40. More Questions?
You know where to find me...
@lauraklein
laura@usersknow.com
http://www.usersknow.com
pssst...this will all be in the book!
To be published by O’Reilly in early 2013.
Wednesday, December 5, 2012
