Rethinking UX Research - Design4Drupal 2014 keynote presentation
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Transcript of Rethinking UX Research - Design4Drupal 2014 keynote presentation
Rethinking UX ResearchBest Practices for Evaluating and Improving Your Web Sites
@cperfetti
Why UX research?
Doug Dietz
Principal Designer, GE Healthcare
What prevents your team from running UX research studies?
Not enough time
Not enough staffSlows the team down
Little buy-in from management
Unsure where to start
Too scientific
Unsure where to find users
MAKE A BUSINESS IMPACT
Involve stakeholders at the beginning
It’s about quality, not quantity
Your choice of research project matters
Identify a champion
Focus on quick wins
Review the web analytics
Data sources
• Visitor traffic and server logs• Conversion funnels• Search engine logs
800,000 of Microsoft’s pages have never been loaded from the server
Web analytics are a great starting point
Web analytics highlight potential problem areas
Tell us what is happening on the site
Don’t tell us why users behave in a certain way
Web analytics have limitations
Balance quantitative with qualitative research
IMPROVE DESIGNS
A usability test involves putting your users in front of your product and
observing what they do
Usability tests can be done anywhere
Running a test session
• Greet the user• Explain to user how the test will work• Give the users tasks to complete• General Q&A• Debrief with observers
Look for indicators of user failure
Back button
Pogosticking
Search
FAQs
Tests can be fast
5 Second Tests: Quick technique for measuring web site content pages
• Takes less than 10 minutes to run• Measures if content pages quickly communicate their purpose
Sharing your pictures online
• You want to post pictures online from your last vacation
• You are concerned that the upload process will be difficult
• How confident are you that you can easily and quickly upload photos?
Sharing your pictures online
• You want to post pictures online from your last vacation
• You are concerned that the upload process will be difficult
• How confident are you that you can easily and quickly upload photos?
Sharing your pictures online
• You want to post pictures online from your last vacation
• You are concerned that the upload process will be difficult
• How confident are you that you can easily and quickly upload photos?
BUILD EMPATHY
Start with the problem, not the solution
Ethnography
It’s lean: Fast, cheap, and informal
• You are the apprentice• Focus on the person• Focus on the present and past• Avoid leading questions• Ask open-ended questions
Ethnography tips
LEARN QUICKLY
“We’re building a what with what?”Heather O’Neill, Above the Fold
http://www.abovethefolddesign.com/blog/2010/08/24/from-paper-to-prototype/
ENCOURAGE COLLABORATION
WHAT IS THE END GOAL?
Can we come back tomorrow?
• Pick a project that makes an impact
• Start small
• Conduct quick tests
• Involve the entire team
• Start today!
Remember to ...
THANK YOU!