out of the lab and into the wild! mobile ethnography for richer ux insights - abby leafe and jay...
TRANSCRIPT
Out of the Lab and Into the WildTAKING USER EXPERIENCE RESEARCH TO THE USER IN THEIR ENVIRONMENT JAY ZALTZMAN
BUREAU WEST
ABBY LEAFE
NEW LEAFE RESEARCH
Jay Zaltzman [email protected] Leafe [email protected]
Part 1WHY GET OUT OF THE LAB?
What’s in your queue?
Cable customers tend to recall this stuff…
…but not this stuff
Why?
Fear of judgment is only part of it
It’s hard to remember off the top of your head
Multi-viewer households
There’s lots that lab research is good at
Usability
Nomenclature
Taxonomy
Task completion
Eye trackinghttps://www.flickr.com/photos/dumfstar/8553474140
But there’s more to user experience than usability
Decision-making:in the lab vs real life
https://www.flickr.com/photos/vaxzine/2278300537
Case Study
Objective: A company was developing a new navigation app and wanted the best user experience possible.
Approach: During an initial interview, participants discussed their current navigation app and how they use it. Then they were shown the new app. Then the (brave) researcher and a client got into the participant’s car with the participant and drove to several locations using the new app.
Case Study
Objective: Identify unmet needs and potential products for dog owners around the world.
Approach: Phase 1: week-long mobile diary during which participants recorded their dogs’ activities, answered questions, and uploaded photos and videos. Phase 2: online bulletin board discussion to uncover unmet needs. Information from the diary served as stimulus and catalyst for ideas.
Case Study
Objective: To understand how a beta version of a new set-top box operating system was functioning in the real world.
Approach: One-on-one in-home interviews, using a task-based approach to have participants walk through likely tasks (set up recording, find On Demand programming, etc.). Respondents also kept a diary the week prior to the interview to note any problems or pain points.
Case Study
Objective: Valpak had just launched a responsive version of their website and wanted to understand how its mobile coupons performed in the real world.
Approach: In part 1, respondents participated in a traditional one-on-one usability interview in a lab setting. In part 2, they had 1 week to use a Valpak mobile coupon in a store of their choice, and then report back on the experience with photos and video via a mobile research app.
Part 2QUESTIONS TO ASK YOURSELF
Is this study right for ethnography?
Look for experiences that you can’t recreate in the lab
Mobile apps are ripe for ethnography because they are often designed for use on-the-go
Should I attend?
There are plenty of good reasons to be present…or not
Pros & cons of in-person ethnography
* Get to see things first hand* Easier rapport* See the whole environment
* Time consuming* Can cost more* Potential for observer bias
Pros & cons of remote ethnography
* Privacy can create intimacy* Can reach larger samples* Less time and money
* See only what they show* Don’t see body language* Need to herd the kittens
What else should I be asking?
Do I go it alone?
(Consider partnering -- especially the first time)
What will the deliverable look like?
(Allocate resources)
Part 3BLUEPRINT FOR CONDUCTING THE RESEARCH
Start with your target
Who do you really want?
May be similar to lab research
Consider screening for articulation, openness, etc.
Make your expectations clear
In preparation for this study, please plan to clean
out your car so that two passengers beside
yourself can sit in it. This means you may have to
remove child car seats or other items from the
front and back seats of your car.
Also, please email us photos of your driver’s
license, car registration and proof of insurance.
Trust, but verify
Have respondents take a picture of something that confirms their qualification and send it to you (cable bill, prescription medicine, etc.)
Consider pre-interviewing them on the phone so you don’t waste time
Remote research options
Mobile screen capture
Diary (video, photos, voice, text)
Webcam
Many great providers to choose fromhttps://commons.wikimedia.org/wiki/File:FP_Satellite_icon.svg
In-home research considerations
Safety and security -for both research team and respondents
Respect their space
Video
Make your expectations clearConsumers:
Don’t clean your house
Don’t make snacks
You will be recorded
Expect 2-4 people
Observers:
Cell phones off
Dress professionally but no company logos
Don’t educate
Poker face
Writing the guideIn-person:◦ Allow time for set-up and getting comfortable
Remote:◦ Be explicit
◦ Give examples if possible
◦ Give staggered timelines (i.e. Complete X by Y)
All:◦ Make it fun!
Keeping them engaged
Positive reinforcement – both privately and publicly
Question of the Day – so diaries don’t get repetitive
Bonus payments for certain activities
Other logistics
Have a dedicated videographer
Two hours and 3 observers is comfortable
What kind of release do you need?
Wear good socks
Don’t underestimate the amount of data you’ll get
Thoughts on reporting
Consider using a Livescribe pen
Think visually
Include photos and video when possible
