why you're always wrong: user research for start ups
TRANSCRIPT
PsychologyMSc Maastricht University
Games
Usability Analyst Shop Direct Group
User Research
United KingdomGermany
SwedenThe Netherlands
UK‘
sbiggesthomeshoppingcompany
very.co.ukLittlewoods.comisme.comKandco.comfashion
electricalsjewellery
furnituretoys
beauty
billionrevenue
£ 1.7 $ 2.6 € 2.0 of which80% is generatedonline
40%of allsessions
mobile
What they expect
What they wantHow they want it
don‘tWhat they can‘t
What they knowdon‘t
don‘t
What they perceivedon‘
t
Layer 1
LanguageIntelligence
MemoryPerception
Motor skills
ContrastsColors
Movement HearingSpatial
Verbal
Procedural
Logic
Theory of mind
Processing speed
RecognitionRecall
Self awareness
Reflexes
Aiming Coordination
Deciphering
Producing Interpretating
Layer 2
This is a link
Every browser has a „back“ button
Grayed out means „inactive“
Tabs are independent browser windows
The browser sits on the computer and displays websites
X usually means „close this“T:\this\is\a\path
Mouse cursor changes indicate potential actions
Layer 3
The contacts sit in the header
Rows full of blocks are deleted
All confirm buttons are orange
You have to enable location services
The circle button makes the avatar jump
Swipe with all fingers is different
Logout sits under settings
You can turn off push notifications
The cake is a lie
How unique is the proposition?
How tech-savy
are users?Reddit
eBay
Farmville
League of Legends
Skype
Photoshop
iPhonefacebook
SPSSPoker tracker
World of Warcraft
Techcrunch.com
9gag.com
Linux Pebble Watch
Ouya
Virality
Conversion
MAUNPS Bounce
Open wallet conversion
RetentionCheckout dropout
Average order value
Friends invited
Average lifetime value
Qualitative QuantitativeData level
Resourcesrequired
Clicktracking
Live survey
Biometrics
Controlled experiments
Eyetracking
Card sort Web analytics
Survey
Clicktest
Diary study
Techcrunch.com
User testing
Google Key task analysis
Split testing
Session replay
Cognitive walkthrough
Qualitative QuantitativeData level
Resourcesrequired
Clicktracking
Live survey
Biometrics
Controlled experiments
Eyetracking
Card sort Web analytics
Survey
Clicktest
Diary study
Techcrunch.com
User testing
Google Key task analysis
Split testing
Session replay
Cognitive walkthrough
Qualitative QuantitativeData level
Resourcesrequired
Clicktracking
Live survey
Biometrics
Controlled experiments
Eyetracking
Card sort Web analytics
Survey
Clicktest
Diary study
Techcrunch.com
User testingGoogle
Key task analysis
Split testing
Session replay
Cognitive walkthrough