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Qualitative Observation User Study
- Guerrilla
Practical WORKshop by Dominika Potuzakova
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Today’s Agenda
What we will do today!
7.30 – 8.30 Introduction + Lecture
8.30 – 8.45 Break
8.45 – 9.15 Interview Preparation
9.15 – 10.15 Conducting the Interviews (Guerrilla Research)
10.15 – 10.45 Organizing the Notes from the Guerrilla
Research
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Example Project – Cancer Care
Goal:
“Search for design & business
opportunities for cancer patient-
centered care.”
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Example Project – Cancer Care
What did we do?
1. Defined the goal of the project
Find out the “experiences” of the involved
stakeholders within the process of cancer
care
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Example Project – Cancer Care
What did we do?
2. Defined who is involved in the process of
cancer care
Cancer patient
Oncologist
Family member
…
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Example Project – Cancer Care
What did we do?
3. Defined where these stakeholders can be
found
Hospital
Home
Day-centers
…
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Example Project – Cancer Care
What did we do?
4. Defined the methodologies of obtaining the
users’/stakeholders’ insights
Observation / Shadowing
Semi-structured Interviews
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Example Project – Cancer Care
Observation:
What do we want to observe on the stakeholders?
• Behavior
• Habits
• Emotions
• Occurrences
• Reactions
• Expressions (facial / bodily)
• Oddity
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Example Project – Cancer Care
Semi-structured Interviews:
What do we want to ask the stakeholders?
• What activities happen?
• When do they happen?
• How often do they happen?
• How do they happen?
• Why do they happen?
• Where do they happen?
• Who else is involved in the activities?
• How do these people interact with each other?
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Example Project – Cancer Care
BUT MAINLY!!!
• HOW DO THE STAKEHOLDERS FEEL DURING
THOSE ACTIVITIES?
• WHAT KIND OF EMOTIONS DO THE
ACTIVITIES EVOKE IN THE STAKEHOLDERS?
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Observation + Semi-structured Interview
Practicalities
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Observation + Semi-structured Interview
The roles of user-researchers:
1 x conductor/interviewer(asks the questions, analyzing the interviews, remembers
the most from the verbal record)
1x observer + note taker(mainly observe but can ask additional questions, analyzing
the behavior – remembers the most from the non-verbal
record, matches the behavior with verbal record)
1x technical person + note taker(doesn’t ask questions, analyzes the technical difficulties
around the user research, Ix with the product from the tech
point of view)
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Observation + Semi-structured Interview
Record your Observations & Interviews &
Artifacts:• Audio
• Video
• Photos
• Notes
• Drawings
But, have a consensus about the recordings of these!!!
(present a consent form to the user).
Make sure all crucial parts are recorded and nothing is
obstructing the view or disturbs the audio (objects or other
people in the view, bad lighting, noise, …)
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Observation + Semi-structured Interview
What to keep an eye on during the
observation !
1. Behavior
2. Habits
3. Emotions
4. Occurrences
5. Reactions
6. Expressions (facial / bodily)
7. Oddity
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Observation + Semi-structured Interview
What to keep an eye on during the
observation !
1. Observe if the activities are happening in different
states such as standing, sitting, walking, talking, …
2. Observe if the user is using one hand, both hands, no
hands, other body parts, …
3. Observe with which artifacts the user interacts in the
process.
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Observation + Semi-structured Interview
What to keep in mind during the interview !
1. Read in between the lines of the answers.
2. Predict the context – deduce the next questions in the
context.
3. Combine the observation with following questions.
4. Empathize in the context from your own experience
(put yourself in the user’s shoes!).
5. Don’t let hamper your research by external stimuli.
6. Ask lot’s of why.
7. Ask open “experience” questions.
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Observation + Semi-structured Interview
What to keep in mind during the interview !
1. Let the user finish the thought & sentence.
2. Let the silence be!
3. Don’t put words into the user’s mouth.
4. Encourage the users to tell you more but don’t lead
the thoughts.
5. Think ahead of different scenarios of use and
implement those in tasks or questions before the
interview.
6. Be flexible to adjusting the interview – semi-
structured!
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Observation + Semi-structured Interview
Prepare a Session Guide!
1. Helps you structure the interview into clutters with
the same topic
2. Includes open end questions that implicitly answers
your research questions
3. Guide you throughout the whole user research so you
don’t forget about any of the agreed observations and
research questions
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Observation + Semi-structured Interview
Do a PILOT TEST and LEARN from it for your
actual user test!!!
- Record how long the session might take
- Adjust the design of the final user test according to the
findings in the pilot test
- Add or remove appropriate tasks, questions
- Adjust your interviewing/observing skills
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Workshop
Workshop
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Workshops – Steps to Take
1. Define the goal of the project
2. Define who is involved in the process
3. Defined where these stakeholders can be found
4. Define the methodologies of obtaining the user insights
5. Define what you want to observe and what questions you want
to ask so you reach the goal
6. Prepare the session guide
7. Divide the roles among researchers
8. Do a pilot test among yourself
9. Adjust the user research / session guide
10.Go in the field and DO the research
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Workshop
Next Session
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Next Week
What do we do in the next session?
1. Analysis of the collected data
2. Creating the experience flows based on the collected
data
3. Spotting the business & design opportunities across
the experiences of stakeholders
4. Defining the business & design opportunities
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Next Week – To Bring
What do we bring next week?
1. Notes from today
2. Lots of post-it notes (different colors)
3. Markers
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Contact me
Do you have any questions?
Contact me via:
Thank you