making informed design decisions - minnspra 2013
TRANSCRIPT
Friday, April 12, 13
MAKING INFORMED DECISIONS
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WHAT ARE WE TALKING ABOUT?
UNDERSTANDING NEEDS OF AN AUDIENCE
DEFINING A PROBLEM
USING USER RESEARCH AND ANALYTICS
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WHO IS THIS GUY?
ZACK NAYLOR
Obligatory “a little about me” slide
Principal UX Designer at The Nerdery
User Research, Discovery, Strategy
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DISSECTING A PROBLEM
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WHAT’S YOUR PROBLEM?START WITH PURPOSE
Making good, informed decisions requires an understanding of:
¼ What the problem is
¼ Why it’s a problem
¼ Who the problem impacts
¼ How to solve it
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WHAT DOES GOOD LOOK LIKE?DEFINING AN END STATE
¼ How will you know you’ve solved the problem?
¼ What questions do you have about the problem and/or solution?
¼ What does success look like?
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THE ROADMAPSo, how are we gonna get there?
¼ What information do you need to answer those questions?
¼ Who/How can you get that information?
¼ What kind of information do you need?
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TYPES OF DATAKnowing which kind you need helps
Quantitative Data
Qualitative Data
¼ Objective, number-based data or information
¼ Subjective, impression-based data or information
Measurable
Non-measurable
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QUANTITATIVE DATA
Good for:
¼ Statistically representative data
¼ Large quantities of data
¼ Broad reach, low effort, shorter time
Helps frame and define the problem
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QUANTITATIVE DATA
Collection methods:
¼ Surveys
¼ Web analytics
¼ A/B testing
Start by reaching a broad set of your
audience in order to understand your “problem space”
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QUALITATIVE DATA
Good for:
¼ Richer information
¼ Empathy and understanding of an audience
¼ Further definition behind quantitative data
Learn the “why” and “how”
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QUALITATIVE DATA
Collection methods:¼ Interviews
¼ Observation
¼ Focus groups
¼ Usability testing
Once you have a broad understanding of the
problem, choose targeted areas to get richer information to
inform the “why” & “how”
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COMBINING THE DATA
Collection methods: Once you have a broad understanding of the
problem, choose targeted areas to get richer information to
inform the “why” & “how”
¼ Interviews
¼ Observation
¼ Focus groups
¼ Usability testing
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BUILD A METHODOLOGYCombine methods and data types to gain confidence
What content should we have on the website?
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BUILD A METHODOLOGYLet’s use our outlined approach
¼ How will you know you’ve solved the problem?
¼ What questions do you have about the problem and/or solution?
¼ What does success look like?
¼ What the problem is
¼ Why it’s a problem
¼ Who the problem impacts
¼ How to solve it
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BUILD A METHODOLOGYCombine methods and data types to gain confidence
1. Web Analytics 2. Survey
What content should we have on the website?
3. User Interviews
¼ Discover why that content is useful and for what purposes.
¼ Identify how to deliver said content in the most meaningful way.
Learn from a large number of target audience members what content may be useful or interesting
Understanding of the current high traffic/visit areas of the website
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YOU’VE BEEN PUNK’DThis talk was created using this approach
Friday, April 12, 13
YOU’VE BEEN PUNK’DThis talk was created using this approach
1. “User” Interview 2. Survey
What is the talk?
Who will be there?
Who is the audience?
What information would be helpful to them?
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YOU’VE BEEN PUNK’DThis talk was created using this approach
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THANKS
QUESTIONS?
@ZACKNAYLOR
Friday, April 12, 13
Friday, April 12, 13