this thing called customer reseach
DESCRIPTION
Set of slides that were presented internally for the UX Team in Stockholm.TRANSCRIPT
This thing calledCustomer Research
Christopher McCann
Wednesday 23 July 14
“Designing without research is like getting into a taxi and just saying, ‘Drive’”
- Nate Bolt, Design Research Facebook
Why Customer Research?
Wednesday 23 July 14
Why Customer Research?
“Insights about your customers or users were never discovered sitting at your fucking couch”.
- Will Evans Wednesday 23 July 14
Repeat after me…Repeat after me….
“You are not the user”
The tendency to believe that everyone uses technology the same way you do. Andrea Glusman
Malkovich Bias
Wednesday 23 July 14
Insight Graph
Source: Norman, Landauer 2000Will Evans
Insights
People
0
12$
Lots$
People&
Insights&
zero&users&give&zero&insights&
Wednesday 23 July 14
Types of Customer Research
1. Optimization
2. Product Development
3. Strategic Product Direction 1. Strategic Product Direction
'Validate your convictions'
2. Product Development
'Expose user to hypothesis designs'
3. Optimization'Refine the design'
• In-person interviews• Observational Walkthroughs• Diary Studies
• Storyboard Feedback• Prototype Validation• Scenario Testing
• Usability testing - pre release
• Live testing - post release• A/B Testing
Qualitative
Quantiative
Wednesday 23 July 14
How do I do this ?
Identify who you are researching
Develop the ‘Hunt Question’
Map out the your conversation
Prepare
Photo: The Royal Tenebaums
Wednesday 23 July 14
The Hunt Question
I am going to research X, so I can do Y
X is often an activity, Y is usually a project goal or specific area / feature.
Purpose for this piece of research
Source: Design for Interaction: Design Research – D. Saffer Photo: The Talented Mr. Fox
Wednesday 23 July 14
Practical Guidelines
• Prepare well
• Try to interview with 2 persons - one persons facilitates.
• Record entire conversation.
• Interview in their natural environment.
• Document the persons and environment.
Wednesday 23 July 14
Shut up. Listen
Wednesday 23 July 14
Do’s and Don’ts ‘He who knows, does not speak. He who speaks does not know’ – Lau Tzu
• Smile• Provide context to questions• Ask open questions - converse • Avoid asking people opinions on ‘imaginary’ a design.• Watch what people do more then what they say.• Don’t talk about yourself
Wednesday 23 July 14
Analysis
“We tend to project our own rationalizations and beliefs onto the actions and beliefs of
others”- Don Norman
Wednesday 23 July 14
Common Biases
• Confirmation Bias
• Observer-expectancy Effect
• Primacy and Recency Bias
Wednesday 23 July 14
Confirmation Bias
Your tendency to search for or interpret information in a way that confirms your preconceptions or hypotheses.
Don’t test your own designs.
Use a script and stick to it.
Review script to avoid bias questions / language with rest of team.
Wednesday 23 July 14
Observer - Expectancy
When you expect a given result from your research which makes you unconsciously manipulate your experiments to give you that result
Develop research procedure as together as a team
Wednesday 23 July 14
Primacy Recency Bias
The tendency to weigh the first (primacy) or more recent information (recency-your very last interview) more heavily.
Define sample size or participants.
Make a interview plan and stick to it.
Resist urge to stop when results become similar.
Wednesday 23 July 14
Analysis
‘Always pass on what you have learned’- Yoda
Wednesday 23 July 14
Research DebriefNot a conclusion but a springboard for action.
Your research findings must connect with the product design process.
What the team learns from the research must effect change to ...
• The design or system
• The process
• The way the team views the users.
Get the team to discuss what should happen next.
Wednesday 23 July 14