3.the future of ux research and how to stop it ... why the future of ux research is automated quick

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  • The traditional role of user researcher was killed off by new technologies like usability test automation, remote data collection and machine learning. These days, we have minute-by-minute breakdowns of aggregate user behaviour that we can splice and dice in anyway we want. Want to see what tech-averse millennials in the South West of England are up to? Click this button. Ethnographic research—and researchers—became marginalised by new forms of automated data and insight generation, compiled via remote sensing and delivered to designers through technologies like virtual reality. To go out on a field visit these days I sit at my desk and slip on my 3-D headset.

  • Fat data

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    ated research Surveys

    Diary studies

    Card sorting

    Telephone interviews

    Web analytics

    Formative usability testing

    Ethnographic field

    Face-to-face interviews Pop-up research

    Summative usability 2003

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    Diary studies

    Card sorting

    Telephone interviews

    Web analytics

    Formative usability

    Ethnographic field

    Face-to-face interviews Pop-up research

    Summative usability 2003

  • 2003 2019

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    ated research Surveys

    Diary studies

    Card sorting

    Telephone interviews

    Web analytics

    Formative usability testing

    Ethnographic field

    Face-to-face interviews Pop-up research

    Summative usability 2003

  • 2019 Fat data

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    ated research Surveys

    Diary studies

    Card sorting

    Telephone interviews

    Web analytics

    Formative usability testing

    Ethnographic field

    Face-to-face interviews Pop-up research

    Summative usability

    Eye tracking

    Moderated remote usability studies

    Clickstream analysis

    A/B testing 5-second tests

  • 2019 Fat data

    Skinny data

    R es

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    ated research

    Surveys

    Diary studies

    Card sorting

    Telephone interviews

    Web analytics

    Formative usability testing

    Ethnographic field

    Face-to-face interviews Pop-up research

    Summative usability

    Eye tracking

    Moderated remote usability studies

    Clickstream analysis

    A/B testing 5-second tests

  • Why the future of UX Research is automated

    Quick to set up

    Cheap to commission

    Generates skinny data

    Don’t have to speak with users

    Easy to recruit

  • Automated research blocks

    your view

  • Behaviour

    Design

  • Behaviour

    Design

  • Report date: 20th Sept 2006. Test date: 11th-15th Sept 2006.

    + Several quick search options are provided Sample size: 17 + Landing pages are clear and usable 59% Male, 41% Female + Homepage search provides helpful quick links 47% 18-35, 47% 36+ + Breadcrumbs show user journey Mobile providers - List of phone features is limited - Accessory purchase is very problematic T-Mobile - Users don't notice the price change on 12-month contracts Vodafone - Users do not see the “order now” call to action O2

    Desirability

    Detailed TCR Detailed SOU

    Speed of use (SOU)

    Detailed Desirability

    Private and Confidential • For more details about the data in this report, contact David Travis • dave.travis@orange.co.uk • Design © Userfocus 2006

    Web site is equal to best competitor

    TCR: Competitors SOU: Competitors Desirability: Competitors

    StatusStrengths & Weaknesses Demographics

    Competitor benchmarks

    29%

    Web Usability Dashboard This report compares the usability of vodafone.co.uk with three competitors

    Margin of error: ±8.9%

    Task completion (TCR)

    64.1% 54.4% 61.4% Overall Benchmark

    60.9%

    PAYM

    Orange

    Buy a 3G phone, 12- month contract and Bluetooth headset

    Buy the cheapest PAYG phone with internet and MP3

    24%

    24%

    24%

    PAYG

    59%

    69%

    0% 25% 50% 75% 100%

    PA Y

    M PA

    Y G

    52%

    40%

    59%61%

    0%

    25%

    50%

    75%

    100%

    Voda Or O2 T-M

    64% 54%

    65%

    43%

    0%

    25%

    50%

    75%

    100%

    Voda Or O2 T-M

    54%

    40%

    54%

    39%

    0%

    25%

    50%

    75%

    100%

    Voda Or O2 T-M

    61%

    73%

    40%

    26%

    0%

    25%

    50%

    75%

    100%

    Voda Or O2 T-M

    81%

    39%

    0% 25% 50% 75% 100%

    PA Y

    M PA

    Y G

    0%

    25%

    50%

    75%

    100%

    Q1 Q10

    Report date: 20th Sept 2006. Test date: 11th-15th Sept 2006.

    + Several quick search options are provided Sample size: 17 + Landing pages are clear and usable 59% Male, 41% Female + Homepage search provides helpful quick links 47% 18-35, 47% 36+ + Breadcrumbs show user journey Mobile providers - List of phone features is limited - Accessory purchase is very problematic T-Mobile - Users don't notice the price change on 12-month contracts Vodafone - Users do not see the “order now” call to action O2

    Desirability

    Detailed TCR Detailed SOU

    Speed of use (SOU)

    Detailed Desirability

    Private and Confidential • For more details about the data in this report, contact David Travis • dave.travis@orange.co.uk • Design © Userfocus 2006

    Web site is equal to best competitor

    TCR: Competitors SOU: Competitors Desirability: Competitors

    StatusStrengths & Weaknesses Demographics

    Competitor benchmarks

    29%

    Web Usability Dashboard This report compares the usability of vodafone.co.uk with three competitors

    Margin of error: ±8.9%

    Task completion (TCR)

    64.1% 54.4% 61.4% Overall Benchmark

    60.9%

    PAYM

    Orange

    Buy a 3G phone, 12- month contract and Bluetooth headset

    Buy the cheapest PAYG phone with internet and MP3

    24%

    24%

    24%

    PAYG

    59%

    69%

    0% 25% 50% 75% 100%

    PA Y

    M PA

    Y G

    52%

    40%

    59%61%

    0%

    25%

    50%

    75%

    100%

    Voda Or O2 T-M

    64% 54%

    65%

    43%

    0%

    25%

    50%

    75%

    100%

    Voda Or O2 T-M

    54%

    40%

    54%

    39%

    0%

    25%

    50%

    75%

    100%

    Voda Or O2 T-M

    61%

    73%

    40%

    26%

    0%

    25%

    50%

    75%

    100%

    Voda Or O2 T-M

    81%

    39%

    0% 25% 50% 75% 100%

    PA Y

    M PA

    Y G

    0%

    25%

    50%

    75%

    100%

    Q1 Q10

  • — Paul Brodeur

    “Statistics are human beings with the tears wiped away.”

  • Formative usability testing

    Fat data

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    Surveys

    Diary studies

    Card sorting

    Telephone interviews

    Web analytics

    Formative usability testing

    Ethnographic field

    Face-to-face interviews Pop-up research

    Summative usability

    Eye tracking

    Moderated remote usability studies

    Clickstream analysis

    A/B testing 5-second tests

    These research methods drive

    empathy

  • Formative usability testing

    Fat data

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    Surveys

    Diary studies

    Card sorting

    Telephone interviews

    Web analytics

    Formative usability testing

    Ethnographic field

    Face-to-face interviews Pop-up research

    Summative usability

    Eye tracking

    Moderated remote usability studies

    Clickstream analysis

    A/B testing 5-second tests Automated

    research methods do not drive

    empathy

  • Good quality UX research is not about: - Collecting numbers

    - Sta