ux research (yes, it's still a thing.)

UX Research (Yes, it’s still a thing.) STLX Conference 26 September 2017

@tara_nesbitt @marthavalenta @dgcooley

Tara Nesbitt Slalom

@tara_nesbitt

Martha Valenta 1904Labs

@marthavalenta

Danielle Cooley DGCooley & Co

@dgcooley

UX Research (Yes, it’s still a thing.)


Have you ever gotten midway through a project

only to realize that the product that was being created

doesn’t solve the problem?



Was it because you suddenly learned something critical

about the process?

Was it because you were solving the wrong problem?


@tara_nesbitt @marthavalenta @dgcooley @tara_nesbitt @marthavalenta @dgcooley

Did you know about UX Research?

didn’t you

UX Research? perform

Why


“The typical mistake most product teams make is to ardently believe that they already know the users’ problems. In my 25 years of experience on over 250 projects, not one single product has been focused on solving the right problem. All of those folks who thought they knew their users’ problem were dead wrong.”

-Larry Marine https://searchenginewatch.com/sew/how-to/2336547/task-analysis-the-key-ux-design-step-everyone-skips



What do you think UX Research is?



What do you think UX Research isn’t?





Research n. To travel through, survey; careful, systematic, patient study and investigation in some field of knowledge, undertaken to discover or establish facts or principles - vi. To do research; make researches - vt. To do research on or in; investigate thoroughly

Webster's New World Dictionary of the American Language. Cleveland ; New York :World Pub. Co., 1988. Print.


Why do it?

To keep the user’s needs

in focus. UX Research (Yes, it’s still a thing.)


Images by Creaticca Creative Agency from Noun Project

You

Not You



UX Research INVOLVES END USERS



Empathy




Understanding


(Taraaddstory)

Understanding



UX Research (Yes, it’s still a thing.) UX Research (Yes, it’s still a thing.)

Insight


Research will delay our launch date.

We already know what the problems are.

Designers know what people need. They are the experts.

We can’t learn much from only five participants.

We just want to launch and see if it sticks. We’ll fix it later. MVP, baby!

We can’t pay that much for this.

Our product managers already do interviews and look at Analytics.

Can’t we run a quick study with internal users instead?

Market Research already answered our questions.

Research sounds so academic.

A/B testing gives us all the answers we need.



“We’ll never see ROI on that.” -Manager Who Needs To Be Gently Educated



‵  Save on Development Costs & Time

‵  Reduces Maintenance ‵  Saves on Redesign ‵  Increases Sales ‵  Increases Traffic ‵  Attracts More Customers ‵  Helps Retain Customers



But, Wait! There’s More!



‵  Increases Market Share ‵  Improves Effectiveness ‵  Increases Efficiency ‵  Increases User Satisfaction → Increased Word of Mouth

‵  Increases Job Satisfaction ‵  Decreases Job Turnover ‵  Enhances Trust



Act Now, And You’ll Also Get...



‵  Decreases Support Costs ‵  Reduces Training and

Documentation Costs ‵  Reduces Liability Risk



So, Yeah. There’s A Fair Amount of ROI

on UX Research. UX Research (Yes, it’s still a thing.)


Could We Just Do A Design Sprint?

That’s Research, Right?


More: Design Sprints are Snake Oil https://medium.com/research-things/design-sprints-are-snake-oil-fd6f8e385a27


What If We Need MORE Research?



“I don't want to create a roadblock by running a usability study that will expose needs that will necessitate another whole design sprint.” -  Product Owner Who Is Going To Fail



Speak Up!

At the onset of a project, make the case for research. Assume there will be research throughout the project. *If the people in charge deny your research plan, note it somewhere. I like to send an email. Pull that out when the project starts to fall apart. UX Research (Yes, it’s still a thing.)


Start with a research question.

(That is, what do you want to learn?)



How do people think about their work or the problem space?

What are the users’ opinions about various facets of the product?

Dotheuserslargelyagreeonhowcontentandfeaturesshouldbeorganized?

How does the tool work on real problems in the real environment? Do people’s experiences

change over time? How?

How would the users organize the product’s content and features?

Do the users agree with the categorizations proposed by the project team?

How do users think they use (or will use) the product?

What are people’s opinions about a specific experience or brand? How does the usage

environment affect usability or usefulness? Need?

Do the proposed category labels correctly reflect the content within them?



There are many techniques from which to choose!



Field Studies Diary Studies

User Interviews

Competitive Analysis

Card Sorting

Prototype Feedback & Testing Journey Mapping

Usability Testing

Benchmark Testing

Accessibility Evaluation

Survey

Analytics Review

Focus Groups


Contextual Inquiry


Report the results.




“You’ve gotta start with the customer experience and work backwards to the technology.

You can’t start with the technology and try to figure out where you’re going to sell it.”

-  Steve Jobs



Do it! You’re Allowed!

Go! * * * *

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Questions?


World Usability Day November 9th

If you want to be part of this fun, reach out to:

Martha Valenta twitter: @marthavalenta email: [email protected]


https://www.nngroup.com/articles/which-ux-research-methods/