Post on 08-Aug-2015
UX RESEARCH AT SCALENICK CAWTHON : TRUE UNIVERSITY 2015
HUMAN FACTORS
UX RESEARCH AT SCALE
NBACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
YOU
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• UNSURE OF WHERE DESIGN FITS IN PROCESS / ORGANIZATION
• HAVE 100 OTHER THINGS TO FOCUS ON
• KNOW GOOD DESIGN WHEN YOU SEE IT
• THE ONLY DESIGNER / NOT A DESIGNER
, OR POSSIBLY YOU
THREE GOALS
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• ILLUSTRATE CHALLENGES OF SCALE
• PROVIDE MAINTAINABLE METHODS
• SHOWCASE VALUE OF RESEARCH EFFORTS
DIRECTOR OF USER EXPERIENCELOGGLY
NICK CAWTHON
IXDA ORGANIZERSAN FRANCISCO CHAPTER
ACADEMIC BACKGROUNDB.S. ARCH & APPLIED ARTS | B.F.A. NEW MEDIA | MPHIL. HCI / DATAVIZ
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@NCAWTHON
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PERC
ENTA
GE O
F PO
STIN
GS
JAN 06 JAN 07 JAN 08 JAN 09 JAN 10 JAN 11 JAN 12
INFORMATION ARCHITECT
INTERACTION DESIGNER
UX DESIGNER
UI DESIGNER
PRODUCT DESIGNER
USABILITY ENGINEER0
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.04
.02
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UX11
UR
UI IXD
COMPARATIVE TESTING
USER SESSIONS
ETHNOGRAPHIC RESEARCH
PROTOTYPING
INFORMATION ARCH.FEATURE DEVELOPMENT
FRONT-END CODING
VISUAL STYLEGUIDES
BRAND EXTENSIONS
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UX12
ENGINEERING
PRODUCT
MARKETING
DESIGN
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UR
UI IXD
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CHALLENGES
BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
• SOFTWARE AS A SERVICE
• SINGLE PAGE APPLICATION
• DEVOPS / SYSADMIN FOR SMBS
• HERMIT DEMOGRAPHIC
• 6,000+ ACTIVE USERS
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CONTEXT OF LOGGLY
• EXPECTATION OF CHANGE
• EVERYTHING IS TESTABLE
• TRADITIONAL METRICS IRRELEVANT
• CONSTANT THREAT OF CHURN
• PRESSURE TO DIFFERENTIATE
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CHALLENGES OF SAAS
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“HOW M’ DOIN?”
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“HOW M’ DOIN?”
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IN THE BEGINNING
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RECRUITING
SCHEDULING
RECORDING
DOCUMENTING
METHODOLOGY
BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
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QUANTITIVE METRICS
INTERNAL USAGE ANALYTICS
• SIGNUP CONVERSION
• ACTIVATION RATES
• UPGRADES V. DOWNGRADES
• CUSTOMER CHURN
• REPEAT LOGINS
• INTERNAL EVANGELISM
• FEATURE ADOPTION
• REVENUE
NET PROMOTER SCORES
X X
NET PROMOTER SCORES
• WIDELY-ADOPTED
• OPEN-ENDED COMPONENT
1 2 3 4 5 6 7 8 9 10
DETRACTORS PASSIVE PROMOTERS
• THIRD-PARTY INTEGRATIONS
• SELF-ADMINISTERED METHODS
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HIGH TRUST
MED TRUST
LOW TRUST
GREENRED YELLOW
-30 -20 -10 +10 +30 +40 +60+50+20
INDUSTRY TRUST /TRANSPARENCY
NPSSCORE
TELCOM
FINANCIALSERVICES
BUSINESS CONSULTING
COMPUTER HARDWARE
WEB SERVICES
B2B AVGHIGH
GROWTHFEEDTHEBEAST.BIZ
CLERGY
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BE CONSISTENT
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QUALITATIVE
OLARK INTERCOM
• BASIC IMPLEMENTATION
• LIVE CHAT ONLY
• CUSTOMIZABLE
• MORE ADVANCED
• OFFLINE INPUTS
• CASE MANAGEMENT
• SUPPORT TICKET REPLACEMENT
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CONFERENCES
SESSION PATHS
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UNINITIATED INITIATED
• SETUP / CONFIG FLOW
• BASIC FEATURES
• INTUITION / IMPRESSIONS
• CURRENT SOLUTIONS
• SPECIFIC USAGE FLOWS
• BLOCKERS
• ANY EDGE CASES
• WORKAROUNDS
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AFTER THE PARTY
REMOTE SESSIONS : FEEDBACK DRIP
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TIER = FREE / PAID• HAS LOGGED IN THIS WEEK• OPPORTUNITY - STAGELOGIN COUNT < 10LAST LOGIN < 30 DAYS
GREATER THAN 12 MONTHSSTAGE DOES NOT CONTAIN:
• NOT ENGAGED• WORKING• 2-WAY CONVERSION• TRIAL CLOSE• CLOSED / WON
RESULTS
BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
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“THIS IS THE MOST FRUSTRATING THING ABOUT YOUR PRODUCT IS…”
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“…I WANT YOU TO CREATE A SAVED SEARCH”
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“…GENERATE A PIE CHART FROM THE FIELD JSON.CITY”
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“NOBODY ELSE DOES THIS…”
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SOME RANDOM DUDE
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WRAP
BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
TAKEAWAYS
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• CONSTANTLY REMIND YOURSELF OF USER FRUSTRATIONS
• CUSTOMER-FOCUSED PRIORITIZATION
• MAINTAIN A SCALABLE APPROACH TO RESEARCH
• EXTERNALIZE AFTER EVERY LAUNCH / CONFERENCE
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Q&A
CALEND.LY
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• SHARABLE LINKS• MAX SESSIONS PER DAY• CALENDAR SYNC• ENFORCED GAPS• CUSTOM FIELDS• REMINDER TRIGGERS
SILVERBACK
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• SCREEN RECORDING• CUSTOM HOTKEYS• HIGHLIGHT MARKERS• TAGGING, NOTES• TASK COMPLETION MARKERS
SATECHI MEDIAREMOTE
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• BLUETOOTH REMOTE• POCKET HOTKEY TRIGGERING• MINI-KEYBOARD
BLUE SNOWBALL• OMNI DIRECTIONAL MIC• USB INTERFACE• CANCEL BACKGROUND NOISE