putting users in ux: research methods for strategy

   Putting Users in UX

Episode 1

Research Methods for Strategy

Putting Users in UX Episode 1

Research Methods for Strategy Today

Episode 2

Research Methods for Design Wednesday, May 27

Putting Users in UX Episode 1

Research Methods for Strategy Today

Episode 2

Research Methods for Design Wednesday, May 27

Episode 3

Research Planning, Execution & Analysis Wednesday, June 24

Terry Costantino + Steven LeMay

What we’ll be talking about today

Background •  User experience at the UX process

•  Types of research and the research process

Research Methods for Strategy

1.  Contextual Inquiry

2.  Interviews

3.  Surveys

4.  Focus Groups

5.  World Café

Wrap-up

What is

User Experience? User Experience encompasses all aspects of the end-user’s

interaction with the company, its services, and its products.

Nielsen Norman Group

http://www.nngroup.com/articles/definition-user-experience/

UX Process Usability Testing

A/B Testing

Eye Tracking

Heuristic Evaluation

Contextual Inquiry

Interviews

Surveys

Focus Groups

World Café

Usability Testing

Collaborative Design

Prototype Testing

Usability Testing

UX Panels & Hangouts

Types of Research

Quantitative Qualitative

Questions What? Why?

Purpose Generalizability

Prediction

Causal Explanations

Exploratory

Understanding Participants’ Perspectives

Researcher Role Objective Observer Empathic Participant

Setting Controlled Environment Naturalistic Environment

Analysis Statistical Interpretive

Adapted from: Siegle, Del. “Qualitative versus quantitative.” University of Connecticut-Neag Center for

Gifted Education and Talent Development (2006).

Types of Research

Quantitative

Qualitative

THEORY HYPOTHESIS OBSERVATION CONFIRMATION

OBSERVATION PATTERN TENTATIVE HYPOTHESIS THEORY

Research Process

DETERMINE RESEARCH OBJECTIVE

PLAN RECRUIT CONDUCT ANALYZE & REPORT

Getting Users into

the UX Strategy 1.  Contextual Inquiry

2.  Interviews

3.  Survey

4.  World Café

5.  Focus Group

1 Contextual Inquiry Fieldwork

1 Contextual Inquiry

Go where your users go. Observing people use a product or service in the context of where it’s normally used.

2 Interviews Insights from individuals or small groups

2 Interviews

Interviews are structured conversations.

•  Talking to users is simple •  Conversational, but focused •  In their natural surroundings is best

3 Surveys Structured questions for a few or for many people

3 Surveys

Qualitative surveys provide insights, not numerical data.

•  Involve more people, across time and locations •  Standalone or use with another method •  Deliver online, in-person or by mail

4 Focus Groups Gathering input from small groups

4 Focus Groups

Rather than just gathering opinion, create a collaboration space.

•  Create and test product vision and concepts •  Encourage interaction between participations •  Challenge client and design team pre-conceived notions

5 World Café Gathering input from large groups

5 World Café

Gather input form a large number of people in a single afternoon.

•  Allows people to feel heard and to hear each other

Key Research Methods for Strategy

Putting Users in UX Episode 1

Research Methods for Strategy Today

Episode 2

Research Methods for Design Wednesday, May 27

Episode 3

Research Planning, Execution & Analysis Wednesday, June 24

Thank You Terry Costantino and Steven LeMay Usability Matters 215 Spadina Ave., Toronto ON, M5T 2C7 416 598 7770 terry@usabilitymatters.com steven@usabilitymatters.com