“faux”cus groups: reimagining groups to uncover behavioral insights in user research
TRANSCRIPT
“Faux”cusGroups: Reimagining Groups to Uncover Behavioral Insights
Elizabeth Zietlow.User Research Program Lead, Lifion by ADP
Jackie Weeks.Principal, User Research, Pepperjam
Ben Schweitzer.Senior User Experience Researcher
Time.Cost.Unique objectives.
Reach
Time Cost
ResearchOutcomes
Reach
Time Cost
ResearchOutcomes
Contextual spirit.Individual reflection.Group energy.
Collaborative Experience Mapping
was Born!
Real people.In the same place.Individual + group time.
Reflective thinking.Mapping behavior.Moderate themselves.
Collaborative Experience Mapping
More Exploratory
Usability Testing
Co-DesigningContextual Observation
More Evaluative
Tree Testing
Stakeholder Interviews
A/B Testing
Card Sorting
Reduced cost & time.Quicker results.Stakeholder engagement.
“Elizabeth, when I told you it was the most productive UXR session – I wasn’t just saying it.
My sugar coating ability is at a rock bottom 0.
If it wasn’t good, you would have heard about it from me :-)”
- Principal Engineer
Self-moderation.Individual + Group.Participant engagement.
Friend-pairs.Swimlanes.Layers.Challenges.
Get teams involved.Use materials.Prepare worksheets.
Mid-Step aggregate.Proof of concept.Communicate value & limitations.
Not a substitute.Sensitive material.Can’t co-locate.No reflection/mapping.Not a co-design.
Let’s try it out!
Client: UXPAResearch Goal: Understand the process for picking sessions.
Step 1: Individual ReflectionStep 2: Group Aggregate with FrameworkStep 3: Layer/Challenge
Task:Map your process for selecting UXPA 2016
sessions to attend.
? xYou Are
HereTrigger
Touchpoint Category
Smartphone/Tablet
Desktop/Laptop
Paper Program
Verbal
Timing
Trigger Before Conference At Conference
Moderator:- Build the framework- Encourage individual mapping on wall- Look for emerging themes
Questions?Session Feedback:
bit.ly/CEMapping
Thanks!Session Feedback:
bit.ly/CEMapping