UX Field Research Basics, Abstractions 2019
- 1. UX Field Research Basics David Farkas Abstractions, August 2019
- 2. #PracticalResearch @dafark8 Who is this guy? EPAM @dafark8 Co-Author of UX Research Research, Strategy, Workshops, Improvisation CollaborativeImprov.com #PracticalResearch NOW AVAILABLE! NOW AVAILABLE!
- 3. #PracticalResearch @dafark8 What is Today • Focus on qualitative, field research • The Process & Tools • Understanding what goes into research NOT • Quantitative • Choosing Methods • How to be a researcher (spoiler, everyone can be)
- 4. #PracticalResearch @dafark8 Today’s Plan Section 1 Planning & Preparation Section 2 Out in the Field Section 3 Finding the Patterns
- 5. #PracticalResearch @dafark8 Section 1 Planning & Preparation Once I have a well-defined question, it’s simple to identify which information resources will best answer it, and then collect, merge, and analyze them to answer the question. - Matt Wakeman “
- 6. #PracticalResearch @dafark8 1. Validates initial assumptions and existing research 2. Ensures you cover all necessary topics 3. Helps session flow smoothly 4. Research reduces design debt which reduces technical debt Why Plan?
- 7. #PracticalResearch @dafark8 Workproducts Tools of the Trade In reporting research results, the two most important words are “So what?”. - Dan Brown “
- 8. #PracticalResearch @dafark8 Test Plan • Project Background • Overall purpose • Determine Methodologies • Communicate Outcomes Template: http://www.usability.gov/how-to-and- tools/resources/templates/ux-study-overview- template.html
- 9. #PracticalResearch @dafark8 Recruitment Screener • Guided Survey • User Profile Breakdown • Demographics • Behaviors • Scheduling Source: http://www.usability.gov/how-to-and-tools/ resources/templates/usability-test-screener-website- example-1.html
- 10. #PracticalResearch @dafark8 Interview Guide • Opening script • Contextual sections • Goal Based questions • Align with project goals • Challenge assumptions
- 11. #PracticalResearch @dafark8 Introduction Packet • Pre-introduce yourself • Provide your background • Provide key contact information • Include your picture
- 12. #PracticalResearch @dafark8 Travel Logistics • Map out routes • Estimate travel time • On the Road • Within Offices • Plan breaks and meals • Avoid over-scheduling
- 13. #PracticalResearch @dafark8 Team Instructions • Avoid asking questions • Opportunity to ask question • Control non-verbal reactions • Stay focussed
- 14. #PracticalResearch @dafark8 Notes Worksheet • Key for multiple research teams • Aids in synthesis and analysis • Eases on boarding of support/ additional team members
- 15. #PracticalResearch @dafark8 Asking Good Questions The hardest part of the job The hard part is translating our big research questions into good interview questions. - Colin MacArthur “
- 16. #PracticalResearch @dafark8 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. Good Questions, Defined
- 17. #PracticalResearch @dafark8 Structure of a Question
- 18. #PracticalResearch @dafark8 Trademarks of a Question Good Questions Are: • Open-ended • Balance specificity • Flow naturally Bad Questions Are: • Leading • Shallow • Personal or unconscious bias
- 19. #PracticalResearch @dafark8 Recruitment Finding the Right People Without (recruiting) and the users it brings, all other parts of designing a product or service fall back on the team’s assumptions. - Jeremy Canfield “
- 20. #PracticalResearch @dafark8 Self-Recruiting • Cold Calls • Live Recruiting • Email Blasts • Screening (e.g Ethnio) • Surveys • Friends & Family
- 21. #PracticalResearch @dafark8 Outsourcing Recruiting • Market Research Firms • UserInterviews.com • Online User Groups • e.g. Reddit • Client Recruiting • Online Testing Tools • UserTesting.com • dScout
- 22. #PracticalResearch @dafark8 Logistics Managing Your Day “If you approach the problem incorrectly or without mindful thought, then your entire solution may be false - or at best ineffective. - Ron Strawbridge
- 23. #PracticalResearch @dafark8 Logistics - An Overview • Travel Time • Office or Cities • Building Access • Dress Code • Workspace • Office or Coffee Shop • Technology is not your friend
- 24. #PracticalResearch @dafark8 Tech Checks • Testing technology before each session • Checklists: • Start of day • Start of session • End of session • End of day
- 25. #PracticalResearch @dafark8 Managing Documents • Consent Forms • Honorariums • Discussion Guides • Notes Forms • Recordings • Photos and Images • Storage!
- 26. #PracticalResearch @dafark8 Dry Runs • Perfect Practice Prevents Piss Poor Performance • Practice • Practice • Practice • then practice one more time • Also, find your voice • Even unmoderated sessions get rehearsed! http://www.nasa.gov/multimedia/imagegallery/image_feature_1979.html
- 27. #PracticalResearch @dafark8 Section 2 Facilitating Research As a UX researcher, it’s imperative to remain neutral and unbiased. - Kyle Soucy “
- 28. #PracticalResearch @dafark8 Introductions & Warming Up “Hi, my name is…” • Set a friendly tone • Break down barriers • Establish trust • Humanize yourself & your team • The art of small talk
- 29. #PracticalResearch @dafark8 Managing Flow • Start easy • Build to complexity • Know when to back off • Know when to push further
- 30. #PracticalResearch @dafark8 Improvisation in Research • Build off feedback • Support your players • The participant is the star • Failure is OK • Build off experiences and have an open mind CollaborativeImprov.com #CollaborativeImprov
- 31. #PracticalResearch @dafark8 Improvisation in Research • Yes And • Everything is True • Follow the Funny • Mirroring • Physicality • Repeat the last thing
- 32. #PracticalResearch @dafark8 Body Language • Verbal signs • Non-verbal signs • Facial expressions • Body language is a two-way street • Mirroring • How are you perceived?
- 33. #PracticalResearch @dafark8 Energy Levels • Treat every session as your first • Change roles • Don’t over schedule • Take breaks • Coffee (all the coffee)
- 34. #PracticalResearch @dafark8 Debrief Sessions • Daily debrief sessions • Team sessions • Client sessions • In person • Remote
- 35. #PracticalResearch @dafark8 Section 3 Analysis & Reporting The real key to unlocking game-changing opportunities for growth is to deeply understand the people you are looking to serve. - Ofer Deshe “
- 36. #PracticalResearch @dafark8 Consolidate Data • Define your data points • Gather all notes & transcripts • Identify key data points
- 40. #PracticalResearch @dafark8 Find Your Story • Who is your audience? • What do you want to achieve? • What should you use to communicate that goal? https://www.flickr.com/photos/rosenfeldmedia/25672123376/in/album- 72157665621011091/
- 41. #PracticalResearch @dafark8 What Story Do You Tell? • Business strategy • Product roadmap • Discoveries & opportunities • Identify additional research • Identify knowledge gaps
- 43. #PracticalResearch @dafark8 What We Covered Section 1 Planning & Preparation Section 2 Out in the Field Section 3 Finding the Patterns
- 44. The best time to plant a tree do research was 20-years ago last sprint. The second best time is today. -Chinese Proverb, Adapted
- 45. #PracticalResearch @dafark8 Thank You! [email protected] David Farkas @dafark8 CollaborativeImprov.com Key Resources: Turnaround Podcast with Jesse Thorn Discussing Design, Connor, Irizarry Design the Conversation, Nunnally & Unger