User Research @ Bitspiration2013
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er Research for startup @ bitspiration 2013, Krakow @bendressler
description
Why startups should be doing user research and how they can go about that. General overview and some tactical suggestions.
Transcript of User Research @ Bitspiration2013
User Research for startups@ bitspiration 2013, Krakow
@bendressler
PsychologyMSc Maastricht University
Games
Usability Analyst Shop Direct Group
User Research
United KingdomGermany
SwedenThe Netherlands
UK‘
s
biggesthomeshoppingcompany
very.co.ukLittlewoods.comisme.comKandco.comfashion
electricalsjewellery
furnituretoys
beauty
billionrevenue
£ 1.7 $ 2.6 € 2.0 of which80% is generatedonline
40%of allsessions
mobile
UX
Tempting ways to design
by committee
by inspiration
by user request
A better way to design
by observing
what your users
can easily use
User research…
…is a methodology to figure out how wrong your assumptions are
You are smarter
because…
You are not aware of that
Your observations are biased
What they expect
What they wantHow they want it
don‘tWhat they can‘t
What they knowdon‘t
don‘t
What they perceivedon‘
t
How wrong are you?
How severe is that?
amount of w
rong
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 big is your problem?
How unique is the proposition?
How
tech-savy are users?
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
Not sure how?
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
„About that research budget...“
Top 5 tasks
Supports prioritisation
Representativeness of users crucial
Key Task Analysis
No cost
User tasks required
Difficult to simulate lack of knowledge or skill
Cognitive Walkthrough
All about observing
Possibility to prompt or ask
Most major issues with five users
User Testing
Check for false affordances
Pen & paper solutions
Quantify results
Clicktest
Open for ideation
Closed for validation
Gather verbal feedback
Card Sorting
Analytics required
Failing fast
Does not answer „why“
Bigger samples needed
Split Testing
How to make magic happen
Triangulate!
Iterate!
BadBetterGoodWorse
Start early!
Be creative!
Challenge accepted!
1. You are wrong
2. Test your assumptions early
3. Choose the right method
4. Triangulate
5. Iterate
@bendressler
