upfront user research for iphone/ipad apps: why bother?

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Upfront User Research for iPhone/iPad Apps: Why bother? @suzanneginsburg

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While diving right into design may work in some cases, most apps can benefit from some level of upfront user research. User research helps define the high-level product vision, and enables your team to make informed decisions throughout the product life cycle.

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Page 1: Upfront User Research for iPhone/iPad Apps: Why bother?

Upfront User Research for iPhone/iPad Apps:

Why bother?

@suzanneginsburg

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2 Copyright 2010 Ginsburg Design

About Me

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Why Upfront User Research?

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Why User Research: Benefits

•  Understand your users’ needs and how these needs are currently being met.

•  May reveal opportunities for new apps and inspire innovative solutions.

•  Helps make informed decisions throughout product development process.

(Keep in mind, user behaviors change slowly. Data will be valuable for years to come.)

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Context Other people

Culture

Pain

Points

Sound

Light

Constraints

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Why User Research: Common Concerns

•  Won’t it cost thousands & thousands of dollars?

•  Won’t it take months & months to complete the research?

•  Isn’t it better to just put something out there & get feedback later?

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User Research Methods

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User Research Methods

Shadowing Diary Study + User Interviews

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User Research Methods: Shadowing

•  Follow participants over certain period of time, e.g., museum visit could be one hour, others could be one or more days

•  Generally undirected, often called a “sit back” technique

•  Video often used to capture all or part of sessions.

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Diary Study + User Interviews

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User Research Methods: Diary Studies

Good when: •  participants can easily

capture data you’re seeking. •  need to collect data over

longer period of time. •  need a non-intrusive way to

collect data.

Unfortunately they don’t get at the how & why. Typically combined with user interviews.

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User Research Methods: Diary Studies

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User Research Methods: Field Interviews

•  Semi-structured •  Typically 1-2 hours •  Ideally held where app will be

used most often, if such a place exists

•  Variety of documentation approaches

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User Research Methods: Field Interviews

“I would have chemistry in the morning for 5 hours, Trig in afternoon, English at night. My chemistry teacher would lecture for 2 hours. I would have my periodic table open. I was in class one day and forgot my periodic table. I Googled it and found an iPhone periodic table app. I showed everyone in class and then they got it. It’s free and they have a lite version. A lot of people in class have an iPhone—half the class. Everybody is on the iPhone, especially on the train.

I’d also use my scientific calculator. If you turn the iPhone landscape, it expands. I removed the other one (he purchased different one for class). Don’t like a ton of apps on my phone at once. Replaced my TI89. The other app allowed more numbers than the built-in calculator app. I looked in the App store under scientific calculator. Looked for graphing one. I got this one (shows me). There was a pop quiz one day so I asked: can I use the phone? Professor said yes but some would say no.”

Context

User need

Norm

Pain point

Language

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Choosing a Method(s)

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Choosing a Method

No clear concept

Research can help uncover app opportunities.

Consider shadowing or diary/interviews.

Rough concept

Research can help refine & confirm

concept direction.

Consider shadowing or diary/interviews,

plus paper or concept prototypes.

Existing app

Research can help you determine how to

evolve your app.

Consider shadowing or diary/interviews

with the existing app.

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So what’s next?

Analyzing the research…

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Analyzing Research: Affinity Diagrams

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Analyzing Research: Personas

Goals

Frustrations

Age, occupation,

etc.

Device info

Name & photo

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Analyzing Research: Scenarios

•  Motivation: What prompted them to embark on scenario? •  Context: Where is the person? Who else is involved? Other

devices? •  Distractions/Interruptions: People? Network connection? •  Goal: Get information? Get somewhere?

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Logistical & Cost info

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Logistical & Cost Info

Guerilla-style Traditional-style

Staff needed 1-2 2-3 (interviewer, note taker, videographer)

Study duration 1-2 weeks 2 weeks or longer

Documentation Still photos and notes Video, still photos, detailed notes

# Participants ~ 5 8-10

Recruiting Friends & family (caveat!) Recruiting agency and/or Craig’s List type service

Remuneration From cup of coffee to smaller $ amount

$125/1.5 hours (depending on location)

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Questions?

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Links & Contact Info

Twitter: @suzanneginsburg

Blog: http://www.iphoneuxreviews.com

Email: [email protected]

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Suzanne Ginsburg

@suzanneginsburg