art center interactive design 4 - #2 understanding users
DESCRIPTION
Art Center Interactive Design 4 Lecture Slides #2 (week 2) Understanding UsersTRANSCRIPT
![Page 1: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/1.jpg)
Understanding Users
Art Center Interactive Design 4 | Week 2 | Joy Liu
![Page 2: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/2.jpg)
So… who exactly is going to use your product? and what do we need to know to understand them?
![Page 3: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/3.jpg)
One of usability’s most hard-earned lessons is that ‘you are not the user’.
![Page 4: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/4.jpg)
If you work on a development project, you’re atypical by definition. Design to optimize the user experience for outsiders, not insiders. The antidote to bubble vapor is user testing: find out what representative users need. It’s tempting to work on what’s hot, but to make money, focus on the basics that customers value.
Jakob Nielsen, “Growing a Business Website: Fix the Basics First”, 2006.
![Page 5: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/5.jpg)
by The Oatmeal, http://theoatmeal.com/comics/restaurant_website
![Page 6: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/6.jpg)
Why?
Who?
What?
Where?
When?
How?
The Five Ws and One H
![Page 7: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/7.jpg)
Know your enemy & know yourself and you can fight a hundred battles without disaster.
Sun Tzu “The Art of War”
![Page 8: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/8.jpg)
Don’t need to reinvent the wheel.‣ How does the general market feel about this topic? ‣ What are the constraints or cultural impact on this topic? ‣ What are some products that hinder market adoption? ‣ What has been successful for people regarding this topic? ‣ What has been painful for people regarding this topic?
![Page 9: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/9.jpg)
Research Methods tools to help you determine users
![Page 10: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/10.jpg)
1. Survey 2. Interview 3. Ethnographic Research 4. Contextual Inquiry 5. Longitudinal Study
![Page 11: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/11.jpg)
Survey
‣ Large sample set ‣ Quantitative data ‣ Pattern discovery
‣ May be shallow ‣ Need to set up good questions beforehand
![Page 12: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/12.jpg)
Interview
‣ Qualitative data ‣ Insights into thoughts and ideas ‣ In-depth research
‣ Participants may not be diverse enough ‣ May be skewed
![Page 13: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/13.jpg)
Ethnographic Research
‣ “Understand how people live their lives” ‣ Broad range ‣ Observational, nonintrusive
‣ Time consuming ‣ Resource consuming
![Page 14: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/14.jpg)
Contextual Inquiry
‣ Combines observation with interview ‣ “I noticed you did x, can you explain why?”
‣ May be intrusive and take users out of their natural environment
![Page 15: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/15.jpg)
Longitudinal Study (Diary Study)
‣ Users document about their experience in a diary over a period of time
‣ Realistic scenarios, no artificial environment ‣ Post-mortem analysis
‣ Extremely time consuming
![Page 16: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/16.jpg)
“Interviewing isn’t the right approach for every problem. Because it favors depth over sample size, it’s not a source for statistically significant data.”
Steve Portigal, Interviewing Users
![Page 17: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/17.jpg)
Interviewing Users the art of asking questions
![Page 18: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/18.jpg)
“Do you know anyone else I can speak to?”
![Page 19: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/19.jpg)
Ask Good Questions
‣ cannot be answered with yes or no ‣ cannot lead to a dead-end ‣ cannot suggest answers to participants ‣ no trailing ellipsis
![Page 20: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/20.jpg)
Open-Ended vs. Closed Questions
“So do you cook?”
“How do you go about cooking on a weekday?”
![Page 21: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/21.jpg)
Leading Questions
“Look at this page, would you say this feature is better than that one?”
“Is this feature helpful or not helpful to you? Why?”
![Page 22: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/22.jpg)
Intention vs. Behavior
“How many times do you plan to go to the gym?”
“In the last 3 months, how many times did you go to the gym?”
![Page 23: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/23.jpg)
Keep’em Talking!
“Tell me more about that…”
“What do you mean by…”
“Help me understand better…”
![Page 24: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/24.jpg)
Proper Etiquette
‣ Ask permission to record ‣ Be friendly ‣ Avoid interruption (Respect silence and pauses!) ‣ You’re there to gain info, not establish friendship ‣ Right amount of small talk (it’s a conversation!)
![Page 25: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/25.jpg)
Personas externalize your characters
![Page 26: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/26.jpg)
Fictional, archetypal users that lead to different collections of needs and behaviors, which help guide decisions.
It allows the team to keep a vivid image of each user group.
![Page 27: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/27.jpg)
Biographical info Demographics
Behaviors Personality Traits
Needs, Desires, & Goals
Ideal Features, UX Goals
Gears & Equipments
Photo Representation
![Page 28: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/28.jpg)
=
‣ Who is John? ‣ What does he look like? ‣ How old is he? ‣ Where does he live? ‣ What does he do for a living? ‣ How much does he make? ‣ What does he use daily? ‣ What does he do for fun? ‣ What does he say? ‣ What is his goals in life? ‣ Why does he need this product? ‣ What is he frustrated about? ‣ What does he dislike?
![Page 32: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/32.jpg)
Persona Example - philosophie.com
Previous student works
![Page 33: Art Center Interactive Design 4 - #2 Understanding Users](https://reader033.vdocuments.us/reader033/viewer/2022060119/558c8c50d8b42a63678b46da/html5/thumbnails/33.jpg)
‣http://www.usability.gov/how-to-and-tools/methods/personas.html
‣http://www.ux-lady.com/diy-user-personas/
‣http://uxmag.com/articles/using-proto-personas-for-executive-alignment
‣http://www.portigal.com/blog/from-sxsw-diving-deep-best-practices-for-interviewing-users/
‣http://www.uxmatters.com/mt/archives/2008/07/preparing-for-user-research-interviews-seven-things-to-remember.php
‣http://www.slideshare.net/edanzico/user-interview-techniques
Resources & Reading