UX Analytics Lab 「UX Storytellers」読書会 #8
24 Jan 2016 at 13:00 @ ajike
Yukio Yoshida
Section
Chris Khalil
Director of User Experience at News Digital Media
Sydney, Australia
How to Love and Understand Your Audience by Probing Them
P333~
1. UX Analytics Lab 「UX Storytellers」読書会 #8
24 Jan 2016 at 13:00 @ ajike
Yukio Yoshida
1
2. Section
2
Chris Khalil
Director of User Experience at News Digital Media
Sydney, Australia
聴衆を理解する方法
How to Love and Understand Your Audience by Probing Them
P333~
4. Contents
4
・ Introduction
・ An Interesting New Project
・ Opportunity to Experiment
・ The Problem With Traditional Probes
・ A New Digital Approach
・ Lifestreams
・ The Research
- Recruiting
- Selecting the Probe Tool
- Useful Plugins
・ Running the Probe
- Pre-probe Interview
- The Probe Itself
- Post Probe Interview
- Analysis
・ Conclusion
5. Introduction
5
数千ドル、数ヶ月の努力を投資することなく、実際の視聴者の洞察を生成するために使用される民族誌学的研究ツー
ルを使用して経験した革新的な製品設計の話。
The probe I’m referring to is a cultural probe, which is an in-depth, ethnographic research tool used to generate real
audience insights without spending thousands of dollars or investing months of effort.
In this story I’ll share with you my recent experience of using one.
I’ll talk about how it enabled us to be innovative in our product design and share some of the tips I picked up along the
way.
9. Opportunity to Experiment
9
通常のCultural probeは、参加者は、日記帳又はビデオ日記と単純。
研究者の代わりに、日常生活の中を直接参加者が語る。
Typically a cultural probe is simply a paper or video diary that the participant keeps for the duration of the research.
The idea being that in lieu of the researcher directly following and observing the participant in their everyday life, the participant
recounts it for us.
10. The Problem With Traditional Probes
10
日記帳又はビデオ日記以外のCultural probeの問題がある。
毎日の終わりに日記をつけることになり、紛失されたり、編集されたり、処理されたり、偏ったり、記入忘れ、読み
にくさなど。
Firstly, they are largely asynchronous and self referential.
So, for example in a traditional probe, at the end of each day the participant would record the significant events that took place
during the course of the day in their diary.
Unfortunately, much of the minutiae and richness of the everyday is often lost or forgotten in this edited and processed view that
the participant takes in their diary entry.
Also, there are other issues such as the participant sometimes just forgetting to write their diary entry, or the participant’s
handwriting being difficult to read or simply they are capturing a lot of interesting information, just not about the right thing.
11. A New Digital Approach
11
これらの問題を軽減する一つの方法は、継続的な一連のデジタル捕捉アプローチを採用すること。
例えば、社会的ネットワークでの視聴や投稿などをキャプチャすること。
日記よりもより現実的な、自然な、レコードを確実にする。
One way of mitigating these problems is to adopt a digital capture approach, a continuing series of snapshots of the participant’s
interactions in the digital space as they happen.
For instance, capturing the web pages they are looking at, the videos they are watching or the comments they are making to their
social network.
This “live” capture of the participant’s lifestream would also ensure a more realistic, natural record of their daily routine than asking
them to fill out a diary entry alone.
15. The Research - Recruiting
15
Tips on Creating a Screener
1. Keep the screener as short as possible, ideally less than 10 questions.
2. Speak your audience’s language.
3. Be very clear on incentive, location and time commitment.
4. Don’t offer the participant options such as a variety of dates or time to choose from. Select one date and time and then see
who is available.
5. Factor in a good amount of time to organise the recruiting process.
6. Sort and prioritise the respondents; create 1st, 2nd and 3rd tier lists and backups.… and then:
7. Pick the people who most closely match your criteria.
8. Let those who were not chosen know you might contact them in the future for focus groups and further research.
9. Ring the people you want
10. Send privacy agreements in advance.
11. Make a follow up call to quickly explain the process.
16. The Research - Selecting the Probe Tool
1. Wordpress:プラグインの種類、数による高度な設
定が可能
2. Posterous:手軽さ、RSSフィード無し(※無料版
サービス停止)
3. Tumblr:手厚いサポート、集計、自動転送
16
17. The Research - Useful Plugins
17
Dial2Do
https://youtu.be/-f-0TksvAs8
電話をかけ、音声でリマインダを追加したり、メールを
送信できるアプリ。Tumblr、Facebook、Twitterへの
投稿等も可能。
瞬間が大切な為、瞬間キャプチャできる手軽さ。
18. Running the Probe - Post Probe Interview
18
・記録、録画(テキスト分析に有用、スクリーンキャプチャソフトウェア等使用)
・インタビューアー、記録係、録画係の3名
・Record the screen if possible, use Morae or other screen capture software to record audio and video of the session.In this way,
as the participant reflects back, shows you websites or emails, you have the ability to go back at a later date and watch it again.
・Transcribe if possible: a record of the interview will be particularly useful when you come to the textual analysis. But do not do it
yourself, it will distract you too much from the interview.
a. Pay a professional service, give them the video of the session and ask them to send you back a transcript.
b. Replay the audio or video after the session has finished and transcribe it manually.
c. Have two people in the session, with one taking comprehensive notes. You will have to depend on the second person’s ability to
take comprehensive memos. Brief them beforehand on the material that will be covered and the specific information you are
looking for. Also keep eye contact with them in the interview to ensure they’re getting down the important points.
19. Analysis
19
・観客の動機、考え、プロセス、動作している感情や哲学的コンテキストをマッピング(メンタルモデル使用)
・インタビューから生成されたテキストデータをスプレッドシートを活用し、体系化
・より速く、より多くの情報製品開発の意思決定を行うことを可能にする
So, I set about generating a meaningful mental model that mapped the audiences’ motivations, thought-processes
and the emotional and philosophical context in which they were operating.
These were all captured into a spreadsheet and then transformed into visual mental model.
Each of the conceptual groups contained a series of users’ behaviours, philosophies or feelings towards a single
concept (for instance “going to a gig”).
This allows faster, more informed product development decisions to be made.