user research. do or do not? how to design better products by understanding users

User Research. Do or Do Not?

Borrys HasianGoogle Expert in Product DesignGoogle Launchpad Global Mentor

29 Oct 2017

Before we start...

Find a partner, and write down your guesses. Don’t tell the other person about your guesses. (2 min)

1. What’s his/her favorite drink?2. What kind of TV show or movie does he/she refuse to

watch?3. Where is he/she from?

Do this in pair: Ask questions, and take turn. (3 min)

1. What’s your favorite drink? Why?2. What TV show or movie do you refuse to watch? Why?3. What is special about the place you grew up?4. If you were an animal, what would it be? Why?

I know that I know nothing.

Socratic Paradox

Source: Quora

What (some) People Think

Research is expensive.

Hard to show immediate ROI.

Takes precious time at the beginning of the design and development process.

UX / UIUser

Innovation is the sweetspot

Source: Dilbert Cartoon

User Research is about understandingwhat people think, feel, and how they behave,so we can help them to achieve their goals

(satisfy their needs, wants, and expectation) and most importantly,

for the business to grow.

Design Sprint

Frog User Research Process

Frog’s User Research Process

Rakuten Viki App

Setting Research Objectives

1 2 3 4 5

Objective Hypothesis Methods Conduct Synthesis

Frame your design challenge and set research objective

Frame Your Design Challenge + Objective1. What is the problem we’re trying to solve?

2. What’s the ultimate impact we want to have?

3. Framing Questions (5W+1H). Generate as many questions as we could.

4. What are the context and constraints?

5. Design Challenge

6. Set Research Objective

Frame Design ChallengeWhat is the problem we’re trying to solve?

Increase the engagement of the viewers with the shows on Viki.

What’s the ultimate impact we want to have?

Viewers engage more with other users and with non-video content of the shows they’re interested in.

Framing Questions (5W+1H)(generate as many questions as we could).

Who are our top users? What do they like from Viki?When do they look for new show? Existing show?Where do they watch drama? Why do they watch drama?How do they get information about a new/good show?

What are the context and constraints?

Main users are Americans. We’ll work on iOS first.

Design Challenge How might we design an engaging and straightforward container screen that helps users to start enjoying the shows quickly?

Set Research Objective

“Understand how people engage with popular dramas, online and offline, either through Viki or any other online services.”

Hypothesis

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Objective Hypothesis Methods Conduct Synthesis

What we believe we already know.

How to create Hypothesis?

Take questions from Objective stage, and write down/sketch the solutions to those questions.

Hypothesis ExamplesViewers feel cool when he/she’s the first to watch a new episode.

Viewers are not interested to read news on Viki platform.

Viewers share the TV show they like to their social media.

Viewers use Google to search for the latest.

Viewers don’t watch trailer to decide to watch a show.

It’s difficult to read/write review of a show on the container page.

Most of the viewers put timed-comment only if it’s a popular show.

Methods

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Objective Hypothesis Methods Conduct Synthesis

Picking the right research methods.

It’s like a Victorinox knife...

Different Research Methods

Source: Norman Nielsen’s Article

Criteria in Choosing a Show

Users Who Refer to Rating and Reviews

5 Stars vs 10 Stars?

Diary Study

It’s like user writing a diary, related to your challenge or objective.

Field Study

There’s no better way to understand the people you’re designing for than by immersing yourself in their lives and day-to-day activities.

Number of users for research

Source: Norman Nielsen’s Article

Number of users for research● Diary Study: 5-1200

● Interview: 12-20 (Qual), 30+ (Quan)

● Survey: 60+ (#participants >#questions)

● Card Sort: 15-30

● Focus Group: 4-12/group, with 3-4 groups per type of participants.

● Field Study: 20-30

● Usability: 15-30 (Quan), 3-15 (Qual)

Group the HypothesisViewers feel cool when he/she’s the first to watch a new episode.

Viewers are not interested to read news on Viki platform.

Viewers share the TV show they like to their social media.

Viewers use Google to search for the latest.

Viewers don’t watch trailer to decide to watch a show.

It’s difficult to read/write review of a show on the container page.

Most of the viewers put timed-comment only if it’s a popular show.

Attitude-Related

Behaviour-Related

Features-Related

Hypotheses and The MethodsAttitude-related hypothesis Understanding and foundation:

● Survey.● Contextual interview/Observational/Immersion● Secondary research: Market/trend/competitive

exploration.

Behaviour-related hypothesis Generating ideas and inspiration:● Diary study.● Card sorting.● Participatory design.● Prototyping.

Feature-related hypothesis Evaluating and informing design:● Usability testing.● Heuristic evaluation.● Prototyping.

Conduct

1 2 3 4 5

Objective Hypothesis Methods Conduct Synthesis

Picking the right research methods.

Interview - Get Out of the Building

“Excuse me! I’m a researcher, and today I’m conducting research on ways to improve online video experience for Korean/Japanese drama viewers. Hearing about your experience would be really valuable. Do you have 10 minutes to answer some questions, and we’ll give you a

FREE cup of coffee?”

Synthesis

1 2 3 4 5

Objective Hypotheses Methods Conduct Synthesis

Making sense of the data

Downloading

Share Your Learnings.

Each takes turn to paste his/her learnings, and share with everyone about this stories, learnings, or hunches.

Find Pattern

Create Insights Statement.

Put Insights into Experience Map

Read more: The Anatomy of an Experience Map

ありがとう

Borrys HasianGoogle Expert in Product Design

Google Launchpad Global Mentor

borrys@circleux.comtwitter @borryshasian

In Progress The Book of UX Design, in Indonesia Language:www.belajarux.com