from observation to inspiration: user research as a design tool
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@fred_beecher :: #designcamp ® Fred Beecher 2013
FROM OBSERVATION TO INSPIRATIONUSER RESEARCH AS A DESIGN TOOL :: BY FRED BEECHER
@fred_beecher :: #designcamp ® Fred Beecher 2013
...the process of designing an interactive system such that it is easy and engaging to use for the people it is intended for.
USER EXPERIENCE DESIGN IS...
@fred_beecher :: #designcamp ® Fred Beecher 2013
USER EXPERIENCE DESIGN IS...
@fred_beecher :: #designcamp ® Fred Beecher 2013
INFORMED DECISIONS SATISFY CUSTOMERS
DELIGHT RIGHT PROBLEM? RIGHT SOLUTION?
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
@fred_beecher :: #designcamp ® Fred Beecher 2013
QUALITATIVE3 TYPES OF RESEARCH METHODS
QUANTITATIVE EVALUATIVE
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
Luis Prado
Edward BoatmanMateo ZitarAndrew J Young
Brennan Novak
Austin CondiffAustin Condiff
Austin Condiff
Amelia Wattenberger
Luis PradoLuis Prado
@fred_beecher :: #designcamp ® Fred Beecher 2013
QUALITATIVE RESEARCH METHODS
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
Luis Prado
Edward BoatmanMateo ZitarAndrew J Young
Brennan Novak
Austin CondiffAustin Condiff
Austin Condiff
Amelia Wattenberger
Luis PradoLuis Prado
• Observe individual behavior
• Investigate motivation
• Establish psychographic profile
• Answer “who,” “how,” & “why”
CONTEXTUAL INQUIRY • INTERVIEWING • DIARY STUDIES • NON-DIRECTED TESTING • FLY-ON-THE-WALL • ETHNOGRAPHY • SCENARIOS • CONCEPT MAPPING
@fred_beecher :: #designcamp ® Fred Beecher 2013
QUANTITATIVE RESEARCH METHODS
Edward BoatmanMateo ZitarAndrew J Young
Brennan Novak
Austin CondiffAustin Condiff
Austin Condiff
Amelia Wattenberger
Luis PradoLuis Prado
• Identify behavior patterns
• Compare performance
• Validate qualitative findings
• Answer “what” & “how much”
SURVEYS • WEB ANALYTICS • KEYWORD ANALYSIS • CARD SORTING • COMPETITIVE TESTING • A/B TESTING • MULTIVARIATE TESTING
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
@fred_beecher :: #designcamp ® Fred Beecher 2013
EVALUATIVE METHODS
Edward BoatmanMateo ZitarAndrew J Young
Brennan Novak
Austin CondiffAustin Condiff
Austin Condiff
Amelia Wattenberger
Luis PradoLuis Prado
• Can be qualitative, quantitative, or a mix of both
• Can be research methods or design methods (formative/summative)
• Illuminates what’s working, what’s not, & what’s missing
USABILITY TESTING • REVERSE CARD SORTING • UNMODERATED USABILITY TESTING • HEURISTIC REVIEW • PROTOTYPE TESTING
Edward BoatmanMateo Zitar Andrew J Young
Brennan Novak
Austin Condiff Austin Condiff
Austin Condiff
Amelia Wattenberger
Luis Prado Luis Prado
@fred_beecher :: #designcamp ® Fred Beecher 2013
CONTEXTUAL INQUIRYIs good for...
• Identifying and understanding behavior in context
• Observing behavior without the error of recall
• Uncovering unknown unknowns
Reveals data like...
• Things people don’t know they do
• Why people do what they do
• Environmental factors like space restrictions, access to net & power
• Workarounds & hacks
• Workflows & processes
@fred_beecher :: #designcamp ® Fred Beecher 2013
INTERVIEWINGIs good for...
• Pretty much everything
• Open-ended, exploratory research
Reveals data like...
• Things people know they do
• Things that people have done in the past
• Things people think they might like in the future
• Feelings, motivations, & goals
@fred_beecher :: #designcamp ® Fred Beecher 2013
AFFINITY MAPTHREE DATA ANALYSIS METHODS
SPREADSHEET MENTAL MODEL
@fred_beecher :: #designcamp ® Fred Beecher 2013
AFFINITY MAPPING
Edward BoatmanMateo ZitarAndrew J Young
Brennan Novak
Austin CondiffAustin Condiff
Austin Condiff
Amelia Wattenberger
Luis PradoLuis Prado
• Physically manipulate observations to find patterns
• PRO: Reveals hidden patterns
• PRO: Highly collaborative
• CON: Not portable
• CON: Less rigor; can miss stuff
• CON?: Sharpie high
• TIP: Be succinct & write BIG!
• TIP: Start in some sort of order
@fred_beecher :: #designcamp ® Fred Beecher 2013
SPREADSHEETING
Edward BoatmanMateo ZitarAndrew J Young
Brennan Novak
Austin CondiffAustin Condiff
Austin Condiff
Amelia Wattenberger
Luis PradoLuis Prado
• Enter data into spreadsheet, tag with metadata, identify themes, sort & filter on themes
• PRO: Very rigorous
• PRO: Highly portable
• CON: Can be tedious
• CON: Researcher disagreement
• TIP: Use Google Spreadsheet
• TIP: Add theme definitions
• TIP: Enter data first, then tag it
@fred_beecher :: #designcamp ® Fred Beecher 2013
DROGONICORPBuy our products or flee from them in terror!A military contractor that specializes in breeding mil-spec dragons and training soldiers to ride them in air-to-ground and air-to-air combat
@fred_beecher :: #designcamp ® Fred Beecher 2013
DROGONICORP
• Drogonicorp is expanding, and they need to keep their training program consistent across multiple locations
• They’ve decided to implement a Learning Management System (LMS)
• Their internal UX team interviewed several cadets, but they don’t have time to analyze the data
• You must conduct this analysis and use it as inspiration for LMS features!
ANALYZE ONLINE LEARNING RESEARCH
@fred_beecher :: #designcamp ® Fred Beecher 2013
• (10 min) Read raw notes and identify up to 20 key observations
• (10 min) Summarize and post key observations on post-its
• (10 min) Stare at post-its, arrange similar observations in groups
• (10 min) Discuss the themes as a group
• (10 min) Identify features to support four key themes & post in “Features” area (one color post-it per theme)
AFFINITY MAPPERS SPREADSHEETERS
• (10 min) Read through dataset and note any themes you see arising
• (10 min) Finalize themes and write the appropriate theme next to each data point
• (20 min) Work with your group to identify 4 key themes, write this theme next to relevant data points, highlight in 1 of 4 colors
• (10 min) Work with your group to create features to address the four themes; write them on your theme pages
@fred_beecher :: #designcamp ® Fred Beecher 2013
Fred Beecherfbeecher@nerdery.com@fred_beecherhttp://nerdery.com/people/#fbhttp://slideshare.net/fred_beecher
Icons by NounprojectDatabase Search :: Brennan NovakSmile :: Austin CondiffBig Smile :: Austin CondiffFactory :: Amelia WattenbergerCameraman :: Luis PradoStatistics :: Mateo ZitarUser :: Luis Prado
(All others public domain or custom made)
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