Ignite combined uxpa2013_2013-7-10

2013

2013

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Jon StrohlFors Marsh Group

This is why my UX research method rocks!

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What it isIgnite is a geek event in over 100 cities worldwide. At the events Ignite presenters share their personal and professional passions, using 20 slides that auto-advance every 15 seconds for a total of just five minutes.

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• The optimal UX research method depends on many factors.

• The question being asked• The desire for attitudinal or behavioral data• The point of development of the design• The development process• The resources available• Desire for qualitative or quantitative data

• There is no single UX research method that can answer all of your questions.

• Best to take a toolkit approach

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• For the purposes of this session though, we are throwing level headedness to the wind!

• Presenters have been asked to select a UX research method that they are passionate about and campaign for your vote for the best UX Research Method.

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• Presenters have been given free reign as to how to structure their argument.

• Presenters can play nice.

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• Or play dirty

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• Why use this format?

• Allows audience to hear the best points of the different methods

• Provides insights into an argument that you could make for using a particular method

• Promotes a group discussion

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David Hawkins

• User Experience Researcher at Fors Marsh Group

• @dHawk87

Presentation: Structured in-lab usability testing

• Typically the first method thought of when usability testing is discussed

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Cory Lebson

• Principal User Experience Consultant at Lebsontech

• @corylebson

Presentation: Free form in-person usability testing

• A spin-off of structured testing

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Heather Gay

• Director of Research at Media Barn Inc.

• @heatherlgay

Presentation: Focus Groups• Participants discuss a

topic in a group session

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Jonathan Strohl

• UX Researcher at Fors Marsh Group

• @jonstrohl

Presentation: Ethnography• Observing and

interviewing participants in their natural environment.

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Jennifer Romano Bergstrom

• User Experience Lead at Fors Marsh Group

• @romanocog

Presentation: Moderated and unmoderated remote usability testing

• Performed at a different location than the participant

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Bryan Wiggins

• Senior Research Associate at Fors Marsh Group

• @bwigginsfmg

Presentation: Surveys• Participants respond to

written questions

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The Full LineupStructured In-Lab Testing

David Hawkins Fors Marsh Group

Free-form Testing Cory Lebson Lebsontech

Focus Groups Heather Gay Media Barn

Ethnography Jon Strohl Fors Marsh Group

Remote Testing Jennifer Romano Bergstrom

Fors Marsh Group

Surveys Bryan Wiggins Fors Marsh Group

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This is Why Structured In-lab Testing Rocks!David Hawkins, Fors Marsh Group

@dhawk87

@dHawk87

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Laboratories are Simulators

@dHawk87

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Why test in a lab?

@dHawk87

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High-risk Environments

@dHawk87

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Consistency

@dHawk87

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Experimental Control

@dHawk87

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Valid Conclusions

@dHawk87

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Direct Comparisons

@dHawk87

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Distraction Free Environments

@dHawk87

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Structured Tasks๏ All participants complete the same tasks in

the same order.

@dHawk87

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Naturalistic Task Flow๏ Design tasks in a logical progression.

@dHawk87

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Randomize and Counterbalance

@dHawk87

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Observe your product in use

@dHawk87

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Physiological Assessment

@dHawk87

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Memory is fallible

@dHawk87

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Eye Tracking

@dHawk87

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Galvanic Skin Response

@dHawk87

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Electroencephalograph (EEG)

@dHawk87

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ConclusionsStructured in-lab testing gives you:

๏ experimental control

๏ objective measurements

๏ valid conclusions

@dHawk87

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And THAT is Why Structured In-lab Testing Rocks!

@dHawk87

David Hawkins – @dHawk87

Cory Lebson - @corylebson Heather Gay - @heatherlgay

Jon Strohl - @jonstrohl

Jennifer Romano Bergstrom - @romanocog

Bryan Wiggins - bwigginsfmg

This is Why My UX Research Method Rocks!

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This is Why Free-Form Testing Rocks!

@corylebson

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We are hired to add value!

@corylebson

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We are not robots.

@corylebson

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Trapped by our script

@corylebson

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Let’s think outside the box

@corylebson

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Go with the flow.

@corylebson

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Connect with participants.

@corylebson

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Feel what they are feeling.

@corylebson

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And adapt.

@corylebson

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Synch with who they are.

@corylebson

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Will you corrupt your data?

@corylebson

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This isn’t quantitative!

@corylebson

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Focus on your end goal.

@corylebson

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You’ll gain more insights.

@corylebson

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Have more of an adventure

@corylebson

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Make stakeholders happy.

@corylebson

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Because you went beyond.

@corylebson

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But set expectations.

Please explain!

@corylebson

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And let your report jump out!

@corylebson

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To recap: be flexibleand you’ll be a superhero.

And THAT is Why Free-Form Testing rocks!

@corylebson

2013David Hawkins – @dHawk87






2013 This Is WhyFocus Groups Rock!Heather GayDirector of Usability ResearchMediabarn Inc.

@heatherlgay

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Do It as a Group

@heatherlgay

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Have something to test?

@heatherlgay

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What is a Focus Group?

@heatherlgay

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User differences

@heatherlgay

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In-person groups

@heatherlgay

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Online groups

@heatherlgay

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You don’t know what you don’t know

@heatherlgay

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Why do a group?๏ You don’t have anything for users to use

๏ You’re not really sure what to build

๏ You want to test your initial assumptions

๏ You need fuel to innovate

๏ You need to acquire data to create a UX plan

๏ You need to identify important research questions

@heatherlgay

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@heatherlgay

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Exploratory Discussion

Barriers

Perceptions

DriversAttitudes

FeelingsBrand

Product

Concept

@heatherlgay

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Talking about features

@heatherlgay

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what doyou

Reallywant?

@heatherlgay

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How do you compare?

@heatherlgay

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What drives behavior?

@heatherlgay

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Find the Gems

@heatherlgay

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General to specific

@heatherlgay

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High-Level, Rich Feedback

@heatherlgay

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Best UX research method๏ Organic conversation in a group setting

๏ Online or in person

๏ Provide rich information on:- The reasons why users make decisions- The types of features that are important to

users- How users perceive you vs. your competition

@heatherlgay

2013 And THAT is why Focus Groups rock!Heather Gaywww.mediabarnresearch.comTwitter: @heatherlgay

@heatherlgay

http://www.mediabarnresearch.com/

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@jonstrohl

This is Why Ethnography Rocks!

Jon Strohl

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@jonstrohl

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And That is Why Ethnography Rocks!

@jonstrohl

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This Is WhyRemote Testing Rocks!Jennifer Romano BergstromUser Experience Research LeaderFors Marsh Group

@romanocog

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Remote Testing = Running sessions

from afar

@romanocog

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Moderated Remote Testing

Un-moderated Remote Testing

@romanocog

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Working from home

@romanocog

2013Observe

r, unseen

Participant at home

Moderator at the

office

@romanocog

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Participants in natural environment

@romanocog

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Busy participant in natural

environment

@romanocog

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Hard to reach populations

Hard to reach participants

@romanocog

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Hard to reach participants in natural environment

@romanocog

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Un-moderated Sessions = Reach lots of people fast

@romanocog

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Interview a lot of people quickly

Un-moderated Sessions = Lots of data fast

@romanocog

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Sample from the country…or the

world

Collect data from participants in your hometown

@romanocog

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Collect data from participants all over the country

@romanocog

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Collect data from participants all over the world

@romanocog

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No travel costs

@romanocog

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No traffic

@romanocog

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No annoying fellow travelers

@romanocog

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No getting sick

@romanocog

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No jet lag

@romanocog

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More time for family, friends, and fun

@romanocog

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And THAT is why Remote Testing rocks!Jennifer Romano Bergstromwww.forsmarshgroup.com@forsmarshgroup

@romanocog

http://www.forsmarshgroup.com/

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Web Surveys as Part of the UX ProcessBryan Wiggins, Fors Marsh Group

This is Why Surveys Rock!

@bwigginsfmg

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Types of Web Surveys๏ Site Intercept

๏ Surveys of Registered Users

๏ Customer Satisfaction Surveys

@bwigginsfmg

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Site Intercept Surveys๏ Pros: Actual visitors

๏ Cons: Nonresponse bias

@bwigginsfmg

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Surveys of Registered Users๏ Pros: Engaged users

๏ Cons: Must create an account

@bwigginsfmg

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Customer Satisfaction Surveys ๏ Pros: Actual customers, can evaluate product

or service

๏ Cons: Why didn’t customers purchase?

Photo by: McFlickr

@bwigginsfmg

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Advantages of Web Surveys๏ 1. Actual Users/Customers

Photo by: dustball

@bwigginsfmg

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Advantages of Web Surveys๏ 2. Real-Time Feedback

@bwigginsfmg

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Advantages of Web Surveys๏ 3. Large amount of feedback

Photo courtesy of: Boston Public

Library

@bwigginsfmg

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Disadvantages of Web Surveys๏ 1. Nonresponse bias


Library

Photo by: Bahai.us

@bwigginsfmg

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Disadvantages of Web Surveys๏ 2. How do you fix the problem?


Library

Photo by: Bahai.us

Photo by: osseous

@bwigginsfmg

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Surveys as Part of Evaluation Process

User Surveys

@bwigginsfmg

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Evaluation Method: Focus Groups๏ Pros: Gather feedback at various stages of

development

๏ Cons: Not actual users or specific issues

@bwigginsfmg

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Evaluation Method: In-Person Usability Testing๏ Pros: Feedback on specific site issues

๏ Cons: Testing environment

@bwigginsfmg

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Evaluation Method: Remote Usability Testing๏ Pros: Access to diverse/busy/hard to recruit

groups

๏ Cons: Less control and flexibility

@bwigginsfmg

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Evaluation Method: Free Form Testing๏ Pros: Greater flexibility

๏ Cons: Not structured or quantitative

@bwigginsfmg

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Evaluation Method: Ethnography๏ Pros: Naturalistic

๏ Cons: Time consuming

@bwigginsfmg

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Quantitative vs. Qualitative Methods

@bwigginsfmg

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Developmental and Evaluative Methods

@bwigginsfmg

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Unified Approach to UX


Library

Photo by: Bahai.us

Photo by: Sweetie187

@bwigginsfmg

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Web Surveys Are One Piece of the Puzzle


Library

Photo by: Bahai.us

Bryan Wiggins [email protected]

Photo by: yann.co.nz

@bwigginsfmg

Ignite combined uxpa2013_2013-7-10

Technology

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