four things you gotta know about ux research
TRANSCRIPT
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FOUR THINGS YOU GOTTA KNOW
about UX Research in an hour
@JohnAmirAbbassi UX Research Manager, StubHub
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MY PATH
“You can't connect the dots looking forward you can only connect them looking backwards…you have to trust that the dots will
somehow connect in your future.” - Steve Jobs
Talking to 50 frustrated customers a night!
Improving experiences and measuring them.
Marrying what people are doing with why…
Building a maturing UX Research practice
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ISO 9241-210[1] defines user experience as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service"
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UX = how users feel and respond to what you have created
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You are an awesome designer. !
Why should you care?
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“Successful invention is inventions that customers care about. It’s actually relatively easy to invent new things that customers don’t care about.”
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Great Success
Not so muchSource: http://blog.kissmetrics.com/lessons-from-jeff-bezos/
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How do you know
your design or idea is
great? !
You test it! (The right way).
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UX Research = provides insights about possible and actual users of your products and their abilities to the right people at the right time
Adapted from Tomer Sharon’s from Google’s definition found here... Source: https://speakerdeck.com/tsharon/winning-that-elusive-buy-in-for-ux-research-webdagene-2013
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Adapted from source: http://media-cache-ak0.pinimg.com/736x/14/32/61/143261c496a06e51ed69c000d1cc2dfc.jpg
TYPES OF RESEARCH
Typically comes from market
research
Attitudes - what people tell us Behaviors - what people do
“IS IT EASY TO USE?”
aka Usability Testing
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USER RESEARCH BELIEVES IN !
OBSERVATION OF PEOPLE IN ACTION OR
ASKING THEM TO RECALL WHAT THEY’VE DONE IN THE PAST
!
WE DON’T TYPICALLY ASK “WOULD YOU WANT THIS?” or
“WOULD YOU DO THIS?”
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George Brett
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Attitudes vs Behaviors
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4 TIPS FOR GREAT RESEARCH1 - GET OUT OF YOUR BUBBLE
TALK AND WATCH REAL PEOPLE
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THINGS TO REMEMBERYou will always be surprised by how people you are designing for think.
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AVOID THE MYTH OF THE GENERIC USER
Who are you creating for?
What are his/her needs? beliefs?Recruit a representative group of people and observe and/or interview them
GOAL: EMPATHIZE
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4 TIPS FOR GREAT RESEARCH1I - USE THE RIGHT METHODS TO
GET THE RIGHT ANSWERS
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4 TIPS FOR GREAT RESEARCH1I - USE THE RIGHT METHODS TO
GET THE RIGHT ANSWERS
Low Fidelity High Fidelity
USER TESTING
CONTEXTUAL INQUIRYEYE TRACKING
ETHNOGRAPHYRAPID ITERATIVE TESTING AND EVALUATION
(R.I.T.E.)
5 SECOND TEST
A/B TESTINGFOCUS GROUPS
Conceptual
FIRST CLICK TEST
BENCHMARKINGSURVEYS
DIARY STUDIES
GENERATIVE WHAT SHOULD WE MAKE?
EVALUATIVE HOW SHOULD IT WORK?
CARD SORTING
TREE TESTING
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4 TIPS FOR GREAT RESEARCH1I - USE THE RIGHT METHOD
WHAT YOU NEED
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4 TIPS FOR GREAT RESEARCH1I - USE THE RIGHT METHOD
WHAT YOU NEEDWEBCAM FOCUSED ON THE PARTICIPANT
LAPTOP W/GO TO MEETING OR CAMTASIA
SLED W/WEBCAM OR APPLE TV
PARTICIPANT
MODERATOR
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4 TIPS FOR GREAT RESEARCH3 - GARBAGE IN = GARBAGE OUT TEST WITH AN OUTPUT IN MINDCreate a research plan: !Objective - We are testing the usability of the login for our registration system. !Hypothesis/Assumptions - The login for the registration system will streamline the class registration process by reducing the average number of steps it takes to register by 25%. !The login will be intuitive, all users tested will be able to login without assistance. !Recruitment Criteria - Recruiting students (current and prospective), teachers. 10 total. !Tasks - what do we want them to do, so we can measure them doing it? (Log in, Register).
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4 TIPS FOR GREAT RESEARCH
RECORD PEOPLE SO YOU CAN REVIEW WHAT THEY DID: !!
DOWNLOAD THE RAINBOW SPREADSHEET HERE: http://bit.ly/1nIBW2T
GOOGLE “GO TO MEETING” OR “CAMTASIA”
FOR SCREEN CAP SOFTWARE
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4 TIPS FOR GREAT RESEARCH
For the hardcore geeks... www.measuringusability.com
SUS scores Probabilities
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4 TIPS FOR GREAT RESEARCH4 - TIMING AND TEAMWORK IS EVERYTHING
Pay at the Pump New Mobile App Home Screen
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THINGS TO REMEMBER
4 - TIMING AND TEAMWORK IS EVERYTHING
3 -TEST WITH AN OUTPUT IN MIND
2 - USE THE RIGHT METHODS TO GET THE RIGHT ANSWERS
1 - GET OUT OF YOUR BUBBLE, TALK AND WATCH REAL PEOPLE
Peeps to follow on twitter: @jmspool @cydharrell @boltron @uie @usertesting @adaptivepath @measuringuSites to bookmark www.nngroup.com - Great source for tons of info on testing and usability www.optimalworkshop.com - Card sort/tree test/first click testing tool www.usabilityhub.com - Almost free first click and 5 second testing (with designers) www.usertesting.com - Remote usability, build a prototype and post it. They will do the rest.
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Book suggestions
Don’t make me think by Steve Krug
Eye tracking the user experience
by Aga Bojko
Measuringuser experience
by Tom Tullis/Bill Albert
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Thanks! !
linkedin.com/in/jabbassi @JohnAmirAbbassi