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UX Research: Half Day Workshop IAS 2018, Chicago
- 1. UX Research Practical Techniques for Designing Better Products David Farkas, Brad Nunnally
- 2. Topic Activity History of Research & Good Questions Quantitative & Qualitative Methods Method Selection Choosing Methods Mind Map Exploration Break (9:45AM) Making Sense of the Mess CandyLand Analysis & Spectrum Analysis Communicating Insights Sample Findings & Synthesis Getting the Most Out of Research Planning for the Future Q&A
- 3. “I don’t pretend we have all the answers. But the questions are certainly worth thinking about.” –Arthur C Clark Section 1 History of Research and Good Questions
- 4. Research Predates Computers Research in Manufacturing Research in Engineering Research in Automobiles
- 5. Enter Human Factors The Measure of Man GOMs Field Research
- 6. Human Factors @ Nasa
- 8. Field Research is observational research of a user’s tasks and behaviors, most usually conducted on location or in context where the behaviors usually take place.
- 9. 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.
- 10. Basic/Demographic Process Oriented Explanatory Descriptive Time Based Frustrations Ideals Dreams Types of Questions
- 11. Structure of a Question
- 12. Trademarks of a Question Good Questions Are: Open-ended Balance specificity Flow naturally Bad Questions Are: • Leading • Shallow • Personal or unconscious bias
- 13. When to Break the Rules Leading - Elicit Emotional Response Shallow - Warming Up Personal Bias - Devil’s Advocate
- 14. “Objectivity requires taking subjectivity into account” – Lorraine Code Section 2 Quantitative & Qualitative Methods
- 15. Quantitative Research focuses on objective measurements through statistics and analysis most often collected through surveys, polls, and data analytics.
- 16. What Quantitative Is Measured and quantified Automatically collected or gathered Based on trends and historical data Defines the “what” and how” Cannot define the “why”
- 17. What Quantitative Is Not Does not tell us why something is working Does not tell us how something is broken Trends only represent past behavior, not future behaviors Specific to the question and doesn’t allow for hidden trends
- 18. 3 Phases of Research
- 19. Analytics
- 20. Surveys
- 21. Tree Jacking
- 22. Heat Map (Eye Tracking)
- 23. Card Sorting
- 24. Words of Quantitative Caution Lots of different methods, not all should be used Understand when qualitative methods might provide more tangible results Need a larger user population to gain insights
- 25. Qualitative Research focuses on behaviors and motivations through direct observation and interaction with research subjects.
- 26. What Qualitative Is Subjective Emotionally driven Based on perceptions Explore the rationalization, or ‘why’ of a behavior
- 27. What Qualitative Is Not Does not tell us how many people are experiencing a similar problem Does not tell us how to fix something Does not guarantee truth Is not actionable without interpretation
- 28. 3 Phases of Research Revisited
- 32. Product Testing
- 33. Words of Qualitative Caution Stakeholders require cold, hard facts Answers are binary Responses require large data sets
- 34. Activity- Method Selection Supplies: Blank Paper Steps Reflect on a Research Problem Identify Questions Identify Participants Method Selection
- 35. Discuss- Method Selection Did you gravitate to some methods over another? Why? What were some challenges in choosing methods?
- 36. “But choose wisely, for while the true Grail will bring you life, the false Grail will take it from you.” – Grail Knight, Indiana Jones and the Last Crusade, 1989 Section 3 Choosing Methods
- 37. Define Your Questions What are Your Goals? Stakeholder Needs? Sample Size? Sample Location Budget Timeline
- 38. Mixing & Matching Methods Use Quantitative to Inform Qualitative Examples Analytics & Contextual Inquiries Surveys & Customer Reports
- 39. Mixing & Matching Methods Map method to the goals Card Sorting for IA, not workflow Analytics for usage, not motivations
- 40. Activity- Mind Map Supplies: Mind Map template Pen & pencil Steps Reflect on previous activity Choose a research question Identify and gauge methods and opportunities
- 41. Discuss- Mind Map Did writing down the risks/ opportunities change your perception of the methods? What is a risk you saw throughout a number of your methods?
- 42. “Data doesn’t exist. Information exists and it’s ephemeral. When we capture it, it’s data.” – TED Radio Hour, Big Data Revolution Section 4 Making Sense of the Mess
- 43. Analysis is the process of transforming raw data into actionable information and insights.
- 44. Value of Analysis Validates Assumptions Provides Insights Informs Requirements Based on Data
- 45. Steps to Analysis Gather Data Points Choose Approaches Model Data Rinse & Repeat
- 46. Sample Methods
- 47. Spreadsheets
- 50. Highlight Reel
- 51. Quadrant Mapping
- 53. Activity- Candyland Analysis Supplies: Pre-written cards/notes with candy names Part 1 Take the cards with candy names on them Organize them based on some attribute of interest Pause Reflect Reorganize and Repeat
- 54. Activity- Candyland Analysis Supplies: Pre-written cards/notes with candy names Part 2 Take the cards with candy names on them Create a 5-6 likert scales where each side is two similar qualities of candy. E.g. Sweet vs sour Place candies along these scales to see patterns
- 55. Discuss- Candyland Analysis How did you first organize the content? Why? How did you organize the content the second time? What is one thing you saw differently across your two organization methods?
- 56. – Eleanor Roosevelt “It takes as much energy to wish as it does to plan.” Section 5 Communicating Insights
- 57. Define Your Audience Research/Product Team Business Executives Business Stakeholders Product Owners
- 58. Define Your Goals Validate Assumptions Promote/Sell Product Gain Buy-In Promote More Research Explore Business Needs
- 59. Define Your Format PowerPoint Video Full Readout
- 61. Full Readout
- 62. Product Roadmap
- 63. 1 3 7 Aug. 14, 2012 Highlights Ameren Illinois collects 40,000 refrigerators for recycling. (more) Ameren Illinois pledges additional $500,000 in energy assistance. (more) Officiis anis delent aut as moluptas sit quo te quia vit (more) Strum voluptas dolut quat estint quos re- hent. (more) Evendit isintio nseque pro bla consect enienihil ipicient. (more) (235xScalable) Ameren and...Highlights Go Paperless! Turn off your paper bill and receive... (more) LOGO SEARCH GOAmeren Corporate Home • About Ameren • Media • Careers • Contact Us Customers • Communities • Investors • Business Partners • Environment • Sustainability My Account 1 (64X64) DID YOU KNOW CONTENT AREA (196x240) (150X26) UserID (150X26) Password LOGIN Forgot UserID or Password? Create Account Other Logins Recycle Your Refrigerator Free pick up... (more) 2 (64X64) Defend My Dividend Expiring law could (more) Diversity It is essential to how we do business... (more) Lorem Ipsum It is essential to how we do business... (more) 3 (64X64) 5 (64X64) 6 (64X64) Giving Back Ameren employees volunteer... (more) 4 (64X64) Banner for Featured Story Power statement (730x253) About Ameren (174x54) Videos (174x54) Social Media (174x54) My Account PAYBILL (157X80) VIEW BILL (157X80) VIEW PAYMENT HISTORY (157X80) REPORT OUTAGE (157X80) TEMPLATE 1A-1 CORPORATE WITH HIGHLIGHTS AREA MY ACCOUNT Size is mindful of the Banner dimensions to add to consistency ROTATING BANNER Increased banner size 2.1 Banner progress status, number of shapes will indicate how many banners (3 should be minimum) and will have an indicator to show which banner is active ADDITIONAL CALLOUTS Utilizes more of the left column 3.1 About Ameren 3.2 Videos are more accessible 3.3 Social Media icons are repeated and more accessible MY ACCOUNT Above fold, more accessible, and larger 4.1 Report an Outage within the My Account section and equal size to other callouts in this area HIGHLIGHTS Highlights only appear in the Corporate homepage template CHICLET AREA Newly designed chiclets DID YOU KNOW Anchored to bottom of page layout column. Will contain call to action FOOTER Contains copyright information and links 7.1 Share and social media links repeated in footer 1. 2. 3. 4. 5. 6. 7. AMEREN HOMEPAGE WIREFRAME TEMPLATE (174x253) (196xScalable) 2 4 5 6 2.1 3.1 3.2 3.3 4.1 Product Requirements
- 64. Activity- Synthesize Research Supplies: Research notes Sticky notes Steps: Review research notes Collect data points Group data points Label groupings
- 65. Discuss- Synthesize Research How can you look at the data points through different points of view? How do you determine which groupings take priority?
- 66. – Confucius “Study the past if you would define the future.” Section 6 Getting the Most Out of Research
- 67. Research is Ongoing Research to Learn Research to Define Research to Make Research to Do
- 68. Research Starts with Questions Questions appear at any stage of a project No bad time for questions No bad time for research Research can be small or large
- 69. Research at Every Phase
- 70. Risks of Not Conducting Research Define the wrong product Build the wrong features Feature creep Code debt
- 71. Activity- Plan for the Future Supplies: Research findings Sticky notes Plan for the Future Worksheet Steps: Work through each column 5 minutes per column Save time to discuss
- 72. Q&A Thank You! David Farkas @dafark8 Brad Nunnally @bnunnally Brad Nunnally & David Farkas Foreword by Steve Portigal UX ResearchPRACTICAL TECHNIQUES FOR DESIGNING BETTER PRODUCTS