Planning, Conducting, and Analyzing User Research
-
Upload
usability-matters -
Category
Design
-
view
794 -
download
3
Transcript of Planning, Conducting, and Analyzing User Research
Putting Users in UX Episode 1
Research Methods for Strategy Now Available at Usability Matters Blog
Episode 2
Research Methods for Design Now Available at Usability Matters Blog
Episode 3
Planning, Executing and Analyzing User Research Today
Meet Usability Matters
• Passionate about making technology work for people
• Thrive in solving complex design problems
• Dedication to finding the right solution
What we’ll be talking about today
Background • UX Process
• Research Process
User Research 1. Planning.
2. Recruiting
3. Conducting
4. Analyzing
Wrap-up
UX Process Usability Testing
A/B Testing
Eye Tracking
Heuristic Evaluation
Contextual Inquiry
Interviews
Surveys
Focus Groups
World Café
Usability Testing
Card Sorting
Usability Testing
Collaborative Sketching
Online Discussion
Planning
Test Plan • Clarify the objectives
• Select method(s) and outline approach
• Logistics: location, device(s), timeline, schedule, etc.
• Determine participant criteria and recruiting method
Assess the site’s ability to inform and drive users to conversion: • Do participants understand the offer?
• Does the content drive them to subscribe or convert?
• Is there enough of the right kinds of information for participants to make the
decision to subscribe or convert?
• Is the site meeting their expectations? Is anything missing? Assess the ease of use of the subscription flow? • Are participants able to understand requirements for subscribing?
• Is anything confusing or unclear?
Research Objectives - Examples
Planning
Logistics • Location – office, research facility, remote via web conference, online via web
survey tool or social media
• Device(s) – desktop, mobile, other?
• Timeline and schedule
• Participant criteria and recruiting method
Recruit when you are …
• Trying to understand your audience
• Designing for specific:
Recruiting
Contexts Roles Demographics Abilities
Participant Criteria – Baseline Must-Have’s
• Example: all participants must
• Have access to a laptop or desktop computer with Internet access
• Be able to speak English fluently and confidently enough to be well
understood
• Not work for a market research company, telco or broadcaster
• Be 18 years of age or older
Recruiting
Participant Criteria – Project Specific Variables
• Example: the study must include
• Customers who work in a small business
• Members of our loyalty program
• Small business customer who have called the customer support line
within the last 6 months
Recruiting
Participant Criteria – Demographics and Technographics
Recruiting
• Example: the study must include people who
• Are older than 65 years of age
• Who speak a language other than English at home
• Who use Facebook, Twitter, Pinterest or Instagram
at least twice a week
Recruiting process
• Invite people to complete an online qualification survey
• Informal friends and family email
• Email to a customer or member list
Recruiting
Example screener question
Recruiting
Have you used public transit with a wheelchair, walker, or other mobility assistive device?
☐ Within the past week RECRUIT MIN 1, MAX 2
☐ Within the past month
☐ Within the past 6 months RECRUIT MIN 1, MAX 2
☐ Longer ago than 6 months
☐ Never RECRUIT MAX 10
Incentives
• Usually cash (or gift card)
• Very specific criteria may require more $$$
• Baked goods are great for guerrilla research!
• May not be necessary in some cases.
• May be prohibited in some cases.
Recruiting
What you need
• Screener or survey
• Schedule
• Contact list
• Overview of what to expect
• Instructions for participants
• NDA and recording waiver
• Summary of participant answers
Recruiting
Write research guide, script or survey
• A few easy questions to get the participant warmed up
• Instructions that guide the tasks and activities
• Probe only as needed
• Do at least one pilot session or survey response
Conducting
Set-up
• Choose tools for conducting, recording, and
monitoring
• Clarify roles – facilitator, analyst, notetaker,
observers
• Test your entire set-up
Conducting
Facilitating
• Getting warmed up
• Guiding the tasks
• Getting the participant(s) to talk
• Listening to the participant(s)
• Using probes to get more information
• Letting the objectives guide you
Conducting
Monitoring
• Watching responses
• Planned and unplanned interventions
• Probing for additional information
Conducting
Recording
• Flipcharts
• Sticky notes
• Note taking – manual and/or electronic
• Audio
• Video
Conducting
Communication
• Keep the team involved
• Debrief immediately after the research is done
• Discuss and prioritize key findings together
Analysis and Reporting
Reporting
• Framework
• Smashing Elements of Mobile User
Experience
• Global issues / Page level issues
• Formal report
• Summary presentation
Analysis and Reporting
Stay in touch Terry Costantino and Steven LeMay Usability Matters www.usabilitymatters.com Follow us on Twitter: @umatters +1 416 598 7770 [email protected] [email protected]