O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

FRONTEND 2011 - Guerrilla Research Methods Workshop

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Carregando em…3
×

Confira estes a seguir

1 de 84 Anúncio

Mais Conteúdo rRelacionado

Mais de Russ U (20)

Anúncio

Mais recentes (20)

FRONTEND 2011 - Guerrilla Research Methods Workshop

  1. 1. 11 20 D Guerrilla Research Methods N TE N O FR #GRMethods Russ Unger ¦ @russu
  2. 2. #GRMethods ¦ @russu True or False?
  3. 3. #GRMethods ¦ @russu Kroner Traditional Research: Tens of Thousands of Dollars.
  4. 4. #GRMethods ¦ @russu True.
  5. 5. #GRMethods ¦ @russu We don t have the time or budget for research.
  6. 6. #GRMethods ¦ @russu False.
  7. 7. #GRMethods ¦ @russu We don t have access to users. We are our users. We know what our users want/need.
  8. 8. #GRMethods ¦ @russu False.
  9. 9. #GRMethods ¦ @russu We don t have the talent/skill to perform research.
  10. 10. #GRMethods ¦ @russu False.
  11. 11. #GRMethods ¦ @russu What is Research?
  12. 12. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  13. 13. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  14. 14. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  15. 15. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  16. 16. What is Research? #GRMethods ¦ @russu Image Source © Time Inc.
  17. 17. What is Research? #GRMethods ¦ @russu • 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
  18. 18. #GRMethods ¦ @russu What is Guerrilla Research?
  19. 19. What is Guerrilla Research? #GRMethods ¦ @russu It is a body of unconventional ways of pursuing conventional goals. It is a gaining insight proven method of achieving profits with minimum money. - Jay Conrad Levinson Source: http://gmarketing.com/
  20. 20. What is Guerrilla Research? #GRMethods ¦ @russu Guerrilla methods are typically faster, less rigorous and less expensive versions of their non-guerrilla cousins--you re choosing an acceptable trade-off between rigor and cost-effective techniques. - Russ Unger & Todd Zaki Warfel
  21. 21. What is Guerrilla Research? #GRMethods ¦ @russu • 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 Sound familiar?
  22. 22. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  23. 23. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  24. 24. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  25. 25. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  26. 26. What is Guerrilla Research? #GRMethods ¦ @russu We look for what we call the point of least astonishment. - Jared Spool Source: http://gmarketing.com/
  27. 27. What is Guerrilla Research? #GRMethods ¦ @russu Image Source © Time Inc.
  28. 28. What is Guerrilla Research? #GRMethods ¦ @russu It s also... • Faster • Lower-cost • Less effort • Providing sufficient insight to make informed decisions • Just enough rigor to determine that a problem exists
  29. 29. What is Guerrilla Research? #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 Duckett Photo by Tim provides is available to pretty much any client/budget/timeframe. - Leisa Reichelt Source: http://www.disambiguity.com/guerrilla-research-recruitment/
  30. 30. #GRMethods ¦ @russu Sjekk Reality Check
  31. 31. Reality Check #GRMethods ¦ @russu Guerrilla Research Methods... • Have a time and a place • Have a purpose • Won t replace traditional/non-guerrilla methods So what?
  32. 32. Reality Check #GRMethods ¦ @russu Some good research is better than none. Yes. This. - Russ Unger & Todd Zaki Warfel
  33. 33. #GRMethods ¦ @russu Examples of Guerrilla Research in the Wild
  34. 34. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu • Man on the Street / Coffee Shop • Unmoderated Testing • Burrito Lunch • Remote Usability Testing • Rapid Iterative ProtoSketching • Mobile Testing (RIPS) • Empathy Maps • User/ Browser Role Playing • Design the Box • A/B Testing • Design Studio
  35. 35. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Man on the Street / Coffee Shop Image Source: http://urt.parsons.edu/urt/media/user/images/Artstor_USA_New_York_City_Upper_west_coffee_shop.jpg
  36. 36. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Burrito Lunch Image Source:http://awkwardfamilyphotos.com/
  37. 37. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  38. 38. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  39. 39. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  40. 40. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  41. 41. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  42. 42. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Brad Nunnally ¦ @bnunnally
  43. 43. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Rapid Iterative ProtoSketching (RIPS) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
  44. 44. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu User/Browser Role Playing Video Source: Stephen P. Anderson
  45. 45. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu A:B Testing Big Takeaway A female model more than doubled conversions for this Norwegian landing page. Image Source ABTesting.com
  46. 46. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu A:B Testing Tools • Performable (http://www.performable.com) • Optimizely (http://www.optimizely.com/) • NinjaButton (http://ninjabutton.com/) • KISSmetrics (http://kissmetrics.com/) • Verster (http://verster.com/) • Modesty (https://github.com/causes/modesty) • Omniture (http://www.omniture.com/en/) • Website Optimizer (http://www.google.com/websiteoptimizer) • A:B Theme Testing Plugin for WordPress (http://wpplugins.com/plugin/11/ab-theme- testing-plugin/) • Visual Website Optimizer (http://visualwebsiteoptimizer.com/) • Unbounce (http://unbounce.com/) • More at Which Test Won: http://whichtestwon.com/techguide
  47. 47. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Unmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf) Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally
  48. 48. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Unmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf)
  49. 49. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Remote & Unmoderated Testing Resources • Glance.net • OptimalSort • WebEx • Userlytics • Ethnio • Google Website Optimizer • ReFramer • UserZoom • Loop11 • ...and Countless Others • OpenHallway • UserFocus • SilverBack • UsabilityTest.com • Survs • SurveyMonkey • Skype • ABTests.com
  50. 50. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Remote Testing
  51. 51. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Mobile Testing $3,000.00 Bernard Tyers Belén Barros Pena http://www.diymobileusabilitytesting.net/ Image Source: noldus.com
  52. 52. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Mobile Testing Nine Dollars. Nine Minutes. Image Source: Me
  53. 53. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Mobile Testing Video Source: Me
  54. 54. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Mobile Testing Image Sources: Lynda.com & Universal Mind
  55. 55. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Empathy Maps Learn more online at: http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/
  56. 56. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu Design the Box
  57. 57. Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu • What Else? • Oh Yeah: Design Studio. Let s Do One!
  58. 58. #GRMethods ¦ @russu What We re Going To Do Today
  59. 59. What We re Going To Do Today #GRMethods ¦ @russu We re Getting a Little Kuniavsky Up In Here • Define Audience & Goals • Create Tasks to Address Goals • Recruit the Right People • Watch Them Performing Tasks Source: Observing the User Experience ¦ Mike Kuniavsky
  60. 60. What We re Going To Do Today #GRMethods ¦ @russu This is How We ll Do It • Create a Team Poster • Design Studio • Generate Tasks • Recruiting and Testing • Present Findings Image Source: http://www.eurweb.com/wp-content/uploads/2010/11/MontellJordan-01-big.jpg
  61. 61. #GRMethods ¦ @russu Create a Team Poster
  62. 62. Create a Team Poster #GRMethods ¦ @russu
  63. 63. #GRMethods ¦ @russu Time Out: Housekeeping
  64. 64. Housekeeping #GRMethods ¦ @russu Does Everyone Have a Phone That Can Record Video? Good.
  65. 65. Housekeeping #GRMethods ¦ @russu Group Leaders: Email Your Email Address to: russ@userglue.com Posterous Email Address for Sending Content: FRONTEND2011@posterous.com
  66. 66. #GRMethods ¦ @russu Break
  67. 67. #GRMethods ¦ @russu Design Studio
  68. 68. #GRMethods ¦ @russu ...And We re Back. Design Studio (con t)
  69. 69. Design Studio #GRMethods ¦ @russu Hotel Check-in/Check-out System • People want to check-in & check-out of rooms • System should manage room-based expenses • System should function with or without a device • Concierge-like service options
  70. 70. #GRMethods ¦ @russu Create Test Tasks
  71. 71. Create Test Tasks #GRMethods ¦ @russu Generate 2-3 Tasks to Test with Participants • Tasks should focus on primary requirements • Tasks should NOT lead users to the right path • Tasks should allow for exploration by the user
  72. 72. #GRMethods ¦ @russu Recruit & Test
  73. 73. Recruit & Test #GRMethods ¦ @russu Let s Do a Dry Run First Any Volunteers?
  74. 74. Recruit & Test #GRMethods ¦ @russu Let s Get Real GO! Posterous Account: FRONTEND@posterous.com Russ Email: russ@userglue.com Source: Russ Unger
  75. 75. #GRMethods ¦ @russu Compile Your Findings
  76. 76. Compile Your Findings #GRMethods ¦ @russu Show Your Work Posterous Website: http://FRONTEND2011.posterous.com
  77. 77. Compile Your Findings #GRMethods ¦ @russu Source: Class Videos @ UX Lisbon 2011 ¦ Team Os Macacos
  78. 78. #GRMethods ¦ @russu Design the Box: Hotel System
  79. 79. Design the Box: Hotel System #GRMethods ¦ @russu
  80. 80. #GRMethods ¦ @russu What We ve Learned Today
  81. 81. What We ve Learned Today #GRMethods ¦ @russu Guerrilla Research Methods... • Have a time and a place • Have a purpose • Won t replace traditional/non-guerrilla methods • Some good research is better than none
  82. 82. What We ve Learned Today #GRMethods ¦ @russu Also... • Faster • Lower-cost • Less effort • Providing sufficient insight to make informed decisions • Just enough rigor to determine that a problem exists
  83. 83. What We ve Learned Today #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
  84. 84. Thank You! #GRMethods Russ Unger ¦ @russu

×