Qualitative Observation User Study - Guerrilla Practical WORKshop by Dominika Potuzakova.

Qualitative Observation User Study

- Guerrilla

Practical WORKshop by Dominika Potuzakova

Today’s Agenda

What we will do today!

7.30 – 8.30 Introduction + Lecture

8.30 – 8.45 Break

8.45 – 9.15 Interview Preparation

9.15 – 10.15 Conducting the Interviews (Guerrilla Research)

10.15 – 10.45 Organizing the Notes from the Guerrilla

Research

Example Project – Cancer Care

Goal:

“Search for design & business

opportunities for cancer patient-

centered care.”


What did we do?

1. Defined the goal of the project

Find out the “experiences” of the involved

stakeholders within the process of cancer

care


What did we do?

2. Defined who is involved in the process of

cancer care

Cancer patient

Oncologist

Family member

…


What did we do?

3. Defined where these stakeholders can be

found

Hospital

Home

Day-centers

…


What did we do?

4. Defined the methodologies of obtaining the

users’/stakeholders’ insights

Observation / Shadowing

Semi-structured Interviews


Observation:

What do we want to observe on the stakeholders?

• Behavior

• Habits

• Emotions

• Occurrences

• Reactions

• Expressions (facial / bodily)

• Oddity


Semi-structured Interviews:

What do we want to ask the stakeholders?

• What activities happen?

• When do they happen?

• How often do they happen?

• How do they happen?

• Why do they happen?

• Where do they happen?

• Who else is involved in the activities?

• How do these people interact with each other?


BUT MAINLY!!!

• HOW DO THE STAKEHOLDERS FEEL DURING

THOSE ACTIVITIES?

• WHAT KIND OF EMOTIONS DO THE

ACTIVITIES EVOKE IN THE STAKEHOLDERS?

Observation + Semi-structured Interview

Practicalities


The roles of user-researchers:

1 x conductor/interviewer(asks the questions, analyzing the interviews, remembers

the most from the verbal record)

1x observer + note taker(mainly observe but can ask additional questions, analyzing

the behavior – remembers the most from the non-verbal

record, matches the behavior with verbal record)

1x technical person + note taker(doesn’t ask questions, analyzes the technical difficulties

around the user research, Ix with the product from the tech

point of view)


Record your Observations & Interviews &

Artifacts:• Audio

• Video

• Photos

• Notes

• Drawings

But, have a consensus about the recordings of these!!!

(present a consent form to the user).

Make sure all crucial parts are recorded and nothing is

obstructing the view or disturbs the audio (objects or other

people in the view, bad lighting, noise, …)


What to keep an eye on during the

observation !

1. Behavior

2. Habits

3. Emotions

4. Occurrences

5. Reactions

6. Expressions (facial / bodily)

7. Oddity


What to keep an eye on during the

observation !

1. Observe if the activities are happening in different

states such as standing, sitting, walking, talking, …

2. Observe if the user is using one hand, both hands, no

hands, other body parts, …

3. Observe with which artifacts the user interacts in the

process.


What to keep in mind during the interview !

1. Read in between the lines of the answers.

2. Predict the context – deduce the next questions in the

context.

3. Combine the observation with following questions.

4. Empathize in the context from your own experience

(put yourself in the user’s shoes!).

5. Don’t let hamper your research by external stimuli.

6. Ask lot’s of why.

7. Ask open “experience” questions.


What to keep in mind during the interview !

1. Let the user finish the thought & sentence.

2. Let the silence be!

3. Don’t put words into the user’s mouth.

4. Encourage the users to tell you more but don’t lead

the thoughts.

5. Think ahead of different scenarios of use and

implement those in tasks or questions before the

interview.

6. Be flexible to adjusting the interview – semi-

structured!


Prepare a Session Guide!

1. Helps you structure the interview into clutters with

the same topic

2. Includes open end questions that implicitly answers

your research questions

3. Guide you throughout the whole user research so you

don’t forget about any of the agreed observations and

research questions


Do a PILOT TEST and LEARN from it for your

actual user test!!!

- Record how long the session might take

- Adjust the design of the final user test according to the

findings in the pilot test

- Add or remove appropriate tasks, questions

- Adjust your interviewing/observing skills

Workshop

Workshop

Workshops – Steps to Take

1. Define the goal of the project

2. Define who is involved in the process

3. Defined where these stakeholders can be found

4. Define the methodologies of obtaining the user insights

5. Define what you want to observe and what questions you want

to ask so you reach the goal

6. Prepare the session guide

7. Divide the roles among researchers

8. Do a pilot test among yourself

9. Adjust the user research / session guide

10.Go in the field and DO the research

Workshop

Next Session

Next Week

What do we do in the next session?

1. Analysis of the collected data

2. Creating the experience flows based on the collected

data

3. Spotting the business & design opportunities across

the experiences of stakeholders

4. Defining the business & design opportunities

Next Week – To Bring

What do we bring next week?

1. Notes from today

2. Lots of post-it notes (different colors)

3. Markers

Contact me

Do you have any questions?

Contact me via:

[email protected]

Thank you

mailto:[email protected]

Qualitative Observation User Study - Guerrilla Practical WORKshop by Dominika Potuzakova.

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