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The Right Research
Method for Any Problem
USER RESEARCH FOR EVERYONE, ROSENFELD MEDIA
OCTOBER 2016
When it comes to research, you have questions.
How do I convince
people research is
important?
How do I turn this
research...
When it comes to research, you have questions.
How do I convince
people research is
important?
How do I turn this
research...
Evidence to support
decisions to make changes.
WHAT DO WE MEAN BY RESEARCH?
CORPORATE
STRATEGY
MARKET
RESEARCH
CUSTOMER
EXPERIENCE
RESEARCH
We often treat research as a departmental concern.
USER
RE...
CORPORATE
STRATEGY
MARKET
RESEARCH
CUSTOMER
EXPERIENCE
RESEARCH
We often treat research as a departmental concern.
USER
RE...
Instead, we can think of research as a series of
questions that build on each other.
Instead, we can think of research as a series of
questions that build on each other.
1.
What is
happening
around us?
Instead, we can think of research as a series of
questions that build on each other.
1.
What is
happening
around us?
2.
Wh...
Instead, we can think of research as a series of
questions that build on each other.
1.
What is
happening
around us?
2.
Wh...
Instead, we can think of research as a series of
questions that build on each other.
1.
What is
happening
around us?
2.
Wh...
Instead, we can think of research as a series of
questions that build on each other.
1.
What is
happening
around us?
5.
Wh...
1.
What is happening around us?
Intuit conducted a series of studies to understand how
its customers’ world will change in the next 10 years.
Source: about.intuit.com/futureofsmallbusiness/
They identified trends that will shape customers’ needs and
experiences…
Source: about.intuit.com/futureofsmallbusiness/
… And highlighted implications for how products and
services will need to ...
The goal here is to understand significant shifts that
will soon impact your organization—or may already.
Futures Research...
2.
What do people need?
Philips shadows patients and healthcare professionals
to understand how they do their jobs today.
Source: alicehyde.com
Using observations from field research, the Philips team
identifies key issues, which get captured as ‘issue cards.’
Sourc...
Then the team maps out a framework to understand problems,
paint points, emotional needs, and mindset of users as they
mov...
From there, the team begins to explore potential concepts and
solutions.
Source: Philips Design
Potential solutions are reviewed, refined, and vetted with
stakeholders and team members in an opportunity workshop.
Sourc...
The goal here is to understand people’s needs,
behaviors, mindsets, and motivations.
Ethnographic Research
Market Research...
3.
What can we make that will help?
Source: Medium, ‘Designing Facebook Collage’
For its Collage feature, Facebook first observed user
behaviors that suggeste...
Source: TheNextWeb.com
Next, Facebook prototyped successive explorations,
moving eventually into an MVP.
Source: Medium, ‘Designing Facebook Collage’
As a small initial beta, Facebook ‘dogfoods’ apps
with its own employees.
Source: Medium, ‘Designing Facebook Collage’
Finally, they tested in a regional beta and then
released it to all of their ...
The goal here is to know the range of possible
solutions and which direction is most successful.
Concept Testing
A/B testi...
4.
Does our solution really work?
Source: “Data-Driven Design In the Real World,” SmashingMagazine.com
An internal team at Volusion was tasked with improvin...
Source: “Data-Driven Design In the Real World,” SmashingMagazine.com
After finding that an alternate design made no differ...
Source: “Data-Driven Design In the Real World,” SmashingMagazine.com
Based on this research, they developed a new trial pa...
The goal here is to understand if people can
successfully use your products as you intend.
Beta Testing
Mining Analytics
U...
5.
What is the impact?
Google’s HEART framework:
Happiness
Source: Google Ventures
Google’s HEART framework:
Happiness
Engagement
Source: Google Ventures
Google’s HEART framework:
Happiness
Engagement
Adoption
Source: Google Ventures
Google’s HEART framework:
Happiness
Engagement
Adoption
Retention
Source: Google Ventures
Google’s HEART framework:
Happiness
Engagement
Adoption
Retention
Task Success
Source: Google Ventures
Google’s HEART framework:
Happiness
Engagement
Adoption
Retention
Task Success
Goals Signals Metrics
Source: Google Ventur...
Google’s HEART framework:
Happiness
Engagement
Adoption
Retention
Task Success
Goals Signals Metrics
Source: Google Ventur...
Usabilla applied this framework to measure the success of
new two-step verification feature.
Source: Usabilla
Source: Usabilla
The goal here is to know how your product impacts
your customers (and by extension your organization).
VoC Programs
Behavi...
Where do you go from here?
LANGUAGE YOU MIGHT HEAR
What should we do with [mobile/social, etc.]?
What should we prioritize first?
We have some ideas ...
LANGUAGE YOU MIGHT HEARFOCUS HERE
What should we do with [mobile/social, etc.]?
What should we prioritize first?
We have s...
LANGUAGE YOU MIGHT HEARFOCUS HERE
What should we do with [mobile/social, etc.]?
What should we prioritize first?
We have s...
LANGUAGE YOU MIGHT HEARFOCUS HERE
What should we do with [mobile/social, etc.]?
What should we prioritize first?
We have s...
LANGUAGE YOU MIGHT HEARFOCUS HERE
What should we do with [mobile/social, etc.]?
What should we prioritize first?
We have s...
LANGUAGE YOU MIGHT HEARFOCUS HERE
What should we do with [mobile/social, etc.]?
What should we prioritize first?
We have s...
LANGUAGE YOU MIGHT HEARFOCUS HERE
What should we do with [mobile/social, etc.]?
What should we prioritize first?
We have s...
Web: leahbuley.com
Email: leah@leahbuley.com
Twitter: @leahbuley
DOWNLOAD AT
BULEY.CO/RESEARCH-METHODS-FOR-ANY-PROBLEM
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The Right Research Method For Any Problem (And Budget)

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The mighty user research toolkit is packed with techniques. It can do everything from blue sky innovation research, to need-finding and requirements gathering, to product validation and testing. But many teams don't exploit the full toolkit, sticking instead to one side or the other of the quant versus qual divide, or returning again and again to that tired old workhorse—usability testing. This presentation is a primer on the range of research methods available, and a guide for determining which is the best technique for what you’re trying to learn now (and for your budget).

Publicada em: Design
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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The Right Research Method For Any Problem (And Budget)

  1. 1. The Right Research Method for Any Problem USER RESEARCH FOR EVERYONE, ROSENFELD MEDIA OCTOBER 2016
  2. 2. When it comes to research, you have questions. How do I convince people research is important? How do I turn this research into better products? How do I make sure everybody understands the research? How can we do this faster and cheaper? How do I pick which research to do? How do I get more participants?
  3. 3. When it comes to research, you have questions. How do I convince people research is important? How do I turn this research into better products? How do I make sure everybody understands the research? How can we do this faster and cheaper? How do I pick which research to do? How do I get more participants?
  4. 4. Evidence to support decisions to make changes. WHAT DO WE MEAN BY RESEARCH?
  5. 5. CORPORATE STRATEGY MARKET RESEARCH CUSTOMER EXPERIENCE RESEARCH We often treat research as a departmental concern. USER RESEARCH
  6. 6. CORPORATE STRATEGY MARKET RESEARCH CUSTOMER EXPERIENCE RESEARCH We often treat research as a departmental concern. USER RESEARCH
  7. 7. Instead, we can think of research as a series of questions that build on each other.
  8. 8. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us?
  9. 9. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us? 2. What do people need?
  10. 10. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us? 2. What do people need? 3. What can we make that will help?
  11. 11. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us? 2. What do people need? 3. What can we make that will help? 4. Does our solution really work?
  12. 12. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us? 5. What is the impact? 2. What do people need? 3. What can we make that will help? 4. Does our solution really work?
  13. 13. 1. What is happening around us?
  14. 14. Intuit conducted a series of studies to understand how its customers’ world will change in the next 10 years.
  15. 15. Source: about.intuit.com/futureofsmallbusiness/ They identified trends that will shape customers’ needs and experiences…
  16. 16. Source: about.intuit.com/futureofsmallbusiness/ … And highlighted implications for how products and services will need to evolve to support people’s needs.
  17. 17. The goal here is to understand significant shifts that will soon impact your organization—or may already. Futures Research Macrotrend Analysis Demographic Research Mining Customer Data Comparative Benchmarking Signals and Trend Spotting RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous
  18. 18. 2. What do people need?
  19. 19. Philips shadows patients and healthcare professionals to understand how they do their jobs today. Source: alicehyde.com
  20. 20. Using observations from field research, the Philips team identifies key issues, which get captured as ‘issue cards.’ Source: Philips Design
  21. 21. Then the team maps out a framework to understand problems, paint points, emotional needs, and mindset of users as they move through their journey. Source: Philips Design
  22. 22. From there, the team begins to explore potential concepts and solutions. Source: Philips Design
  23. 23. Potential solutions are reviewed, refined, and vetted with stakeholders and team members in an opportunity workshop. Source: Philips Design
  24. 24. The goal here is to understand people’s needs, behaviors, mindsets, and motivations. Ethnographic Research Market Research Research Communities Diary Studies Extreme User Research Participatory Design Customer Interviews Customer Journey Mapping Bodystorming RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous
  25. 25. 3. What can we make that will help?
  26. 26. Source: Medium, ‘Designing Facebook Collage’ For its Collage feature, Facebook first observed user behaviors that suggested a need for a new feature.
  27. 27. Source: TheNextWeb.com Next, Facebook prototyped successive explorations, moving eventually into an MVP.
  28. 28. Source: Medium, ‘Designing Facebook Collage’ As a small initial beta, Facebook ‘dogfoods’ apps with its own employees.
  29. 29. Source: Medium, ‘Designing Facebook Collage’ Finally, they tested in a regional beta and then released it to all of their customers.
  30. 30. The goal here is to know the range of possible solutions and which direction is most successful. Concept Testing A/B testing Card Sorting & Tree Testing Lean Experiments Landing Page Tests 5 Second Tests RITE Testing RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous <html>
  31. 31. 4. Does our solution really work?
  32. 32. Source: “Data-Driven Design In the Real World,” SmashingMagazine.com An internal team at Volusion was tasked with improving its registration conversion rate.
  33. 33. Source: “Data-Driven Design In the Real World,” SmashingMagazine.com After finding that an alternate design made no difference in conversion, they dug into their analytics data.
  34. 34. Source: “Data-Driven Design In the Real World,” SmashingMagazine.com Based on this research, they developed a new trial page and saw a 48% increase in trial registrations and a 57% increase in trial-to-store conversions.
  35. 35. The goal here is to understand if people can successfully use your products as you intend. Beta Testing Mining Analytics Usability testing Heuristic reviews Dogfooding RITE Testing RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous
  36. 36. 5. What is the impact?
  37. 37. Google’s HEART framework: Happiness Source: Google Ventures
  38. 38. Google’s HEART framework: Happiness Engagement Source: Google Ventures
  39. 39. Google’s HEART framework: Happiness Engagement Adoption Source: Google Ventures
  40. 40. Google’s HEART framework: Happiness Engagement Adoption Retention Source: Google Ventures
  41. 41. Google’s HEART framework: Happiness Engagement Adoption Retention Task Success Source: Google Ventures
  42. 42. Google’s HEART framework: Happiness Engagement Adoption Retention Task Success Goals Signals Metrics Source: Google Ventures
  43. 43. Google’s HEART framework: Happiness Engagement Adoption Retention Task Success Goals Signals Metrics Source: Google Ventures
  44. 44. Usabilla applied this framework to measure the success of new two-step verification feature. Source: Usabilla
  45. 45. Source: Usabilla
  46. 46. The goal here is to know how your product impacts your customers (and by extension your organization). VoC Programs Behavioral Analytics Text Analytics Sentiment & Loyalty Analysis Social Listening Channel Surveys RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous
  47. 47. Where do you go from here?
  48. 48. LANGUAGE YOU MIGHT HEAR What should we do with [mobile/social, etc.]? What should we prioritize first? We have some ideas about what we need to do. How do we know we’re right? You think customers will do X. I think they’ll do Y. Who’s right? What’s the right [language, imagery, interaction method, etc.] to use here? Did our changes make a difference? Why didn’t our changes make a difference? Why isn’t this [feature, product, etc.] getting as much traction as we thought? What is the impact of [design, UX, research, etc.] on our business?
  49. 49. LANGUAGE YOU MIGHT HEARFOCUS HERE What should we do with [mobile/social, etc.]? What should we prioritize first? We have some ideas about what we need to do. How do we know we’re right? You think customers will do X. I think they’ll do Y. Who’s right? What’s the right [language, imagery, interaction method, etc.] to use here? Did our changes make a difference? Why didn’t our changes make a difference? Why isn’t this [feature, product, etc.] getting as much traction as we thought? What is the impact of [design, UX, research, etc.] on our business?
  50. 50. LANGUAGE YOU MIGHT HEARFOCUS HERE What should we do with [mobile/social, etc.]? What should we prioritize first? We have some ideas about what we need to do. How do we know we’re right? You think customers will do X. I think they’ll do Y. Who’s right? What’s the right [language, imagery, interaction method, etc.] to use here? Did our changes make a difference? Why didn’t our changes make a difference? Why isn’t this [feature, product, etc.] getting as much traction as we thought? What is the impact of [design, UX, research, etc.] on our business?
  51. 51. LANGUAGE YOU MIGHT HEARFOCUS HERE What should we do with [mobile/social, etc.]? What should we prioritize first? We have some ideas about what we need to do. How do we know we’re right? You think customers will do X. I think they’ll do Y. Who’s right? What’s the right [language, imagery, interaction method, etc.] to use here? Did our changes make a difference? Why didn’t our changes make a difference? Why isn’t this [feature, product, etc.] getting as much traction as we thought? What is the impact of [design, UX, research, etc.] on our business?
  52. 52. LANGUAGE YOU MIGHT HEARFOCUS HERE What should we do with [mobile/social, etc.]? What should we prioritize first? We have some ideas about what we need to do. How do we know we’re right? You think customers will do X. I think they’ll do Y. Who’s right? What’s the right [language, imagery, interaction method, etc.] to use here? Did our changes make a difference? Why didn’t our changes make a difference? Why isn’t this [feature, product, etc.] getting as much traction as we thought? What is the impact of [design, UX, research, etc.] on our business?
  53. 53. LANGUAGE YOU MIGHT HEARFOCUS HERE What should we do with [mobile/social, etc.]? What should we prioritize first? We have some ideas about what we need to do. How do we know we’re right? You think customers will do X. I think they’ll do Y. Who’s right? What’s the right [language, imagery, interaction method, etc.] to use here? Did our changes make a difference? Why didn’t our changes make a difference? Why isn’t this [feature, product, etc.] getting as much traction as we thought? What is the impact of [design, UX, research, etc.] on our business?
  54. 54. LANGUAGE YOU MIGHT HEARFOCUS HERE What should we do with [mobile/social, etc.]? What should we prioritize first? We have some ideas about what we need to do. How do we know we’re right? You think customers will do X. I think they’ll do Y. Who’s right? What’s the right [language, imagery, interaction method, etc.] to use here? Did our changes make a difference? Why didn’t our changes make a difference? Why isn’t this [feature, product, etc.] getting as much traction as we thought? What is the impact of [design, UX, research, etc.] on our business?
  55. 55. Web: leahbuley.com Email: leah@leahbuley.com Twitter: @leahbuley DOWNLOAD AT BULEY.CO/RESEARCH-METHODS-FOR-ANY-PROBLEM

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