UX Review1 4 Insight Techniques
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Four User Insight Techniques in 60 minutes*
* A super-condensed hands-on experience meant to give you an impression rather than teach you to be competent.
KALL Consultingcustomer and user experience design and strategy
1 hour version: 24Jun2013
UX Review2 4 Insight Techniques
2© Kall Consulting 2013 --- Proprietary and Confidential --- +1 937-516-9503 --- [email protected]
Kall Consulting
We are a User Experience (UX) consultancy.
We help technology and technology-enabled companies ensure that every product offer is a great experience for users, regardless of industry or technology.
What We Do
UX Review3 4 Insight Techniques
3© Kall Consulting 2013 --- Proprietary and Confidential --- +1 937-516-9503 --- [email protected]
Darren Kall - BioTimeline
HumanEngineeringLabPartners
KALL ConsultingCustomer and User Experience Design and Strategy
School
Work
UX Review4 4 Insight Techniques
4© Kall Consulting 2013 --- Proprietary and Confidential --- +1 937-516-9503 --- [email protected]
5 Myths of Interviewing
Myth 1: People are good at rating their dissatisfactions and are
prepared to share them.
Myth 2: People are good at knowing the root cause of their
problems.
Myth 3: People are skilled at suggesting ways to improve the
design.
Myth 4: People perceive their own needs well and can
articulate them.
Myth 5: People in interviews tell the truth, the whole truth, and
nothing but the truth.
People are not reliable, and they wing it.
Human nature to confuse correlation with cause.
They are not designers; they are experts in their jobs.
Observers discovers unarticulated needs.
How naïve are you?
UX Review5 4 Insight Techniques
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Problem, Solution, Need
What’s the problem? • I need meaningful user feedback to improve my
product / service / concept. I (rightly) feel that
interviewing people who play with it isn’t enough.
What do we do about it?• Gather insight from people in multiple ways, make
sense of the patterns and contradictions, and
transform the discoveries into innovation.
What do we need to get it done?• UX techniques to extract different insights from
users.
UX Review6 4 Insight Techniques
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Triangulation
Using two or more methods to study the same point
1. Confidence: It allows you to fix a point in space.
The more alignment among measures, the more
confidence
2. Elephant in the dark: Rely on one measure and
you only believe what you know
3. Contradictions: Contradictions don’t exist. They
only mean that there is something you don’t know
yet
4. Humility: You don’t know as much as you think
you do. Be flexible enough to learn from users
UX Review7 4 Insight Techniques
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Onion layers
1.Observation without interfering• ethnographic observation
2.Talk aloud • protocol analysis
3.Questioning in Context• contextual inquiry (not interview)
4.Descriptions • storytelling
UX Review8 4 Insight Techniques
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Observation without Interfering – Ethnographic observation
1. Your job: Set up and watch, period!
2. What do you see?
3. How do you know what you know?
4. Hypotheses
5. Questions
6. All about: watching details and making observations
7. Observing a person doing their real job• With or without their awareness
8. Taking detailed notes• Frameworks for collecting observations (Later)
9. Learning: how to observe, how not to interfere, how to
reduce biases for both parties. This takes patience, mindset
and practice.
UX Review9 4 Insight Techniques
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Talk Aloud – Protocol Analysis
1. Your job: Prompt them to keep talking, period!
2. All about: listening, and linking to observations
3. Prompt the participant to talk aloud• What they are thinking• What they are about to do• What they are looking for• What has just happened• What are they doing
4. You are building a mental model of how they see the
system.
5. Learning: insight into the triangulation between what you
observe and what the user reports their perceptions and
thoughts are.
UX Review10 4 Insight Techniques
10© Kall Consulting 2013 --- Proprietary and Confidential --- +1 937-516-9503 --- [email protected]
Questioning in Context – Contextual Inquiry
1. Your job: Question for clarity, test your theories, dialog to
collaborate on understanding
2. You are not interviewing them
3. Real person, real tasks, real environment
4. All about: testing hypotheses
5. The participant does their real job, but you interrupt with
clarifying questions.
6. You confirm observations from the first technique
7. You validate the models from the second technique
8. Learning: insight into the details behind the observations
and the self-report of talk-aloud. Requires careful, oblique
questioning.
UX Review11 4 Insight Techniques
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Descriptions - Storytelling
1. Your job: Asking for and encouraging open ended
participant story telling
2. Keep the story going
3. Collect a strong narrative
4. All about: gaining perspective, and empathy, through
narratives and story telling.
5. Ask open ended questions:• Why do you do it that way?• Tell me what your day is like?• What do you do just before and after using this product?
6. Encourage participant to recount example stories• Tell me a time when XYZ?
7. Learning: the participant’s perspective that you might not
have thought to ask about, the participant context within
which your observations, models, and theories make sense.
UX Review12 4 Insight Techniques
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Thank You
Kall Consulting• [email protected]• +1 (937) 516-9503
We’re glad to help your company become more
customer and user-centric.
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