HighEdWeb Content and UX Academy: UX Research

UX research: understanding the spectrum of user experience research methods

Transcript

1. UX RESEARCH UNDERSTANDING THE SPECTRUM OF USER EXPERIENCE RESEARCH METHODS #HEWEBUX #HEWEB17 @AMYGRACEWELLS
2. TODAY’S GOAL: Explore the range of user research methods and feel confident setting goals and selecting methods to gain data that will create actionable outcomes.
3. HOW WE GET THERE: Choosing the right methods Understanding methods Recruiting Research tools Using research to persuade
4. PLANNING FOR THE CREATION, DELIVERY, AND GOVERNANCE OF USEFUL, USABLE CONTENT. Kristina Halvorson #HEWEBUX #HEWEB17 @AMYGRACEWELLS
5. PLANNING FOR THE CREATION, AGGREGATION, DELIVERY, AND USEFUL GOVERNANCE OF USEFUL, USABLE, AND APPROPRIATE CONTENT IN AN EXPERIENCE. Margot Bloomstein #HEWEBUX #HEWEB17 @AMYGRACEWELLS
6. THE MINDSET, CULTURE AND APPROACH TO DELIVERING YOUR CUSTOMER’S INFO NEEDS IN ALL THE PLACES THEY ARE SEARCHING FOR IT. Michael Brenner #HEWEBUX #HEWEB17 @AMYGRACEWELLS
7. “...REQUIRES GOALS, DIFFERENT FORMS OF CONTENT FOR DIFFERENT CUSTOMER TOUCHPOINTS, MAPPING THE NEEDS OF PEOPLE, THE CHANNELS THEY PREFER AND THE CONTENT OR STORIES, ETC.” Joe Pullizzi #HEWEBUX #HEWEB17 @AMYGRACEWELLS
8. USER EXPERIENCE ENCOMPASSES ALL ASPECTS OF THE END-USER'S INTERACTION WITH THE COMPANY, ITS SERVICES, AND ITS PRODUCTS. THE FIRST REQUIREMENT FOR AN EXEMPLARY USER EXPERIENCE IS TO MEET THE EXACT NEEDS OF THE CUSTOMER, WITHOUT FUSS OR BOTHER. #HEWEBUX #HEWEB17 @AMYGRACEWELLS Nielsen Norman Group
9. what you think users do what users actually do WUGTVGUVKPI JGNRUTGXGCNVJKU
10. THE AVERAGE SITE HAS 11 USABILITY CATASTROPHES. (DESIGN ELEMENTS THAT PREVENT USERS FROM COMPLETING TEST TASKS) Source: Nielsen Norman Group #HEWEBUX #HEWEB17 @AMYGRACEWELLS
11. 48% OF USERS DIDN’T REALIZE THAT THE UNIVERSITY OFFERED THE PROGRAM THAT THEY WERE LOOKING FOR. Source: Nielsen Norman Group study #HEWEBUX #HEWEB17 @AMYGRACEWELLS
13. RESEARCH QUESTIONS & GOALS RESEARCH WITHOUT DIRECTION IS THE SAME AS TAKING A TRIP WITHOUT GPS.
14. RESEARCH QUESTIONS AND GOALS Begin with brainstorming: ▸ What is the business goal? ▸ What is the specific element you want to evaluate? ▸ Why will this research be useful? #HEWEBUX #HEWEB17 @AMYGRACEWELLS
15. RESEARCH QUESTIONS AND GOALS ▸ It helps focus stakeholders and teams. “Why do people enter the website and not (apply/ donate)?” versus just dictating methods “We need to do focus groups now! #HEWEBUX #HEWEB17 @AMYGRACEWELLS
16. TASKS VERSUS GOALS Car rental company: ▸ Task is to rent car easily.
 Solution: provide quick and simple procedure for renting a car. ▸ Goal is to have a great vacation in other country.
 Solution: besides easy car renting, provide a customer with a country map, list of sightseeing, hotels, and restaurants. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
17. TASKS VERSUS GOALS Tasks are internal jargon and can often become distractions or hinderances to user research. User goals keep you focused on motivations and choosing the most appropriate research methods. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
18. ASK YOUR QUESTIONS & SET YOUR GOALS Exercise: ▸ Write down questions about users, UX, or content you need to know more about. Write each question on a different sticky note. ▸ Work with your team to organize the questions based on similarity. Categories that have more questions than others will likely become your testing priorities. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
19. IDENTIFY PROBLEMS TO TEST With your research questions in mind: In your groups, identify issues related to a problem you have at work that could be content or user experience related. These could include website, physical space, printed materials, etc. Example: Donations are down after the site redesign. Narrow your list down to one issue each you plan to research as a group. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
20. KEY USER RESEARCH METHODS THE RIGHT METHOD WILL GIVE YOU ACTIONABLE DATA
22. KEY RESEARCH METHODS ‣ In-depth Interviews ‣ Field Studies ‣ Diary Studies ‣ Card Sorting ‣ Usability Testing #HEWEBUX #HEWEB17 @AMYGRACEWELLS
23. INTERVIEWS AND FOCUS GROUPS SEVEN THINGS TO REMEMBER WITH USER INTERVIEWS ▸ Set proper expectations. ▸ Shut up and listen. ▸ Minimize biased questions. ▸ Be friendly. ▸ Turn off your assumptions. ▸ Avoid generalizations. ▸ Don’t forget the non-verbal cues. http://www.uxmatters.com/mt/archives/2008/07/preparing-for-user-research-interviews-seven-things-to-remember.php #HEWEBUX #HEWEB17 @AMYGRACEWELLS
24. INTERVIEWS AND FOCUS GROUPS THE INTERVIEW GUIDE SHOULD CONTAIN: ▸ The brief description and goal of the study. This is for you to share with the participant and use to remind yourself to stay close to the topic. ▸ The basic factual or demographic questions for putting the participant’s answers in context. These will vary depending on the purpose of the interview, but often include name, gender, age, location, and job title or role. ▸ A couple of icebreaker or warm-up questions to get the participant talking. Most people know this as “small talk.” Feel free to improvise these based on the demographic information. ▸ The questions or topics that are the primary focus of the interview. http://alistapart.com/article/interviewing-humans #HEWEBUX #HEWEB17 @AMYGRACEWELLS
25. FIELD STUDIES Basic field study techniques are fairly simple, and everyone who works on a design/content team should go on customer visits from time to time. Visiting a real customer site is an invaluable experience for designers, programmers, and marketers. https://www.nngroup.com/articles/field-studies-done-right-fast-and-observational/ #HEWEBUX #HEWEB17 @AMYGRACEWELLS
26. FIELD STUDIES Field studies give the advantage of delivering the team information they just can’t get in any other way: ‣ Terminology and processes: What do users do and how do they talk about it? ‣ Context: What are the external forces that will impact the design? Do the user’s requirements change when they are rushed or up against a deadline? ‣ Similarities and differences: Just compiling a list of similarities and differences observed in 4 separate visits can really help a team focus on the critical functionality and requirements for a project. https://articles.uie.com/field_studies/ #HEWEBUX #HEWEB17 @AMYGRACEWELLS
27. DIARY STUDIES In interviews, it can be difficult to get a sense of behavior over time because you have to rely on the participant’s memory of past activities or circumstances, and artifacts can only do so much to prompt that. One way to widen your view of someone’s activities without shadowing them 24/7 is to ask them to keep a diary. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
28. DIARY STUDIES ‣ This can be some-what structured, much like a survey taken several times, or can be free-form entry guided by a few questions. ‣ A diary can take almost any form: written responses to a periodic e-mail reminder, a handwritten notebook, a narrated video, or photos with written commentary. ‣ The main advantage of a diary study is that it allows collecting longitudinal information. ‣ It focuses on reporting events and experiences in their natural context. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
29. CARD SORT CARD SORTING IS A METHOD USED TO HELP DESIGN OR EVALUATE INFORMATIONAL GROUPINGS. ‣ In a card sorting session, participants organize topics into categories that make sense to them and they may also help you label these groups. ‣ Card sorting will help you understand your users' expectations and understanding of your topics. http://www.usability.gov/how-to-and-tools/methods/card-sorting.html #HEWEBUX #HEWEB17 @AMYGRACEWELLS
30. CARD SORT Open Card Sort: Participants are asked to organize topics from content within your website into groups that make sense to them and then name each group they created in a way that they feel accurately describes the content. Use an open card sort to learn how users group content and the terms or labels they give each category. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
31. CARD SORT Closed Card Sort: Participants are asked to sort topics from content within your website into pre-defined categories. A closed card sort works best when you are working with a pre-defined set of categories, and you want to learn how users sort content items into each category. Combination: Conduct an open card sort first to identify content categories and then use a closed card sort to see how well the category labels work. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
32. USABILITY STUDIES ‣ Usability testing refers to evaluating a product or service by testing it with representative users. ‣ Typically, during a test, participants will try to complete typical tasks while observers watch, listen and takes notes. ‣ The goal is to identify any usability problems, collect qualitative and quantitative data and determine the participant's satisfaction with the product. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
33. USABILITY STUDIES Data from studies: ‣ Learn if participants are able to complete specified tasks successfully ‣ Identify how long it takes to complete specified tasks ‣ Find out how satisfied participants are with your website or other product ‣ Identify changes required to improve user performance and satisfaction #HEWEBUX #HEWEB17 @AMYGRACEWELLS
34. USABILITY STUDIES ‣ 5 to 10 tasks: Tasks should represent the most common user goals (e.g. finding a preferred major) and/or the most important conversion goals for the organization (e.g. requesting information). ‣ Clear success criteria for each task. Such as: “Participant must report that they believe they have successfully completed a request for information.” ‣ Clarify where the participant should begin the task (e.g. at the home page of the website), and how task completion and starting points may affect the researcher’s ability to counterbalance task order. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
35. KEY RESEARCH METHODS ‣ In-depth Interviews ‣ Field Studies ‣ Diary Studies ‣ Card Sorting ‣ Usability Testing #HEWEBUX #HEWEB17 @AMYGRACEWELLS
36. RECRUITING AND SCREENING GET THE RIGHT USERS AND THE RIGHT DATA
37. WHAT IS A SCREENER A screener is essentially a script that determines if a potential participant matches the characteristics of your target audience that you defined in your research criteria. Also serves as a way to eliminate any outlying candidates who might make their way into your study. Having a good screener can reduce costs, ease data analysis and reduce the level of response bias. https://www.userzoom.com/recruiting/importance-of-screeners-for-recruiting/ #HEWEBUX #HEWEB17 @AMYGRACEWELLS
38. HOW TO SUCCESSFULLY USE YOUR SCREENERS ‣ Ask the elimination questions first: This way you’re being respectful of their time and not asking them to do too much before screening them out. ‣ Don’t use the screener to gather information. ‣ Eliminate conflicts of interest. ‣ Screen for experience: Depending on the kind of feedback you’re after, you might want beginners or you might want experts. Be sure to screen for experience if it’s important. ‣ Eliminate the usual suspects: Be sure to screen out the folks whose feedback won’t be pushing forward your research goals. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
39. TOOLS MAKE IT EAS(IER)
40. OPTIMAL WORKSHOP optimalworkshop.com #HEWEBUX #HEWEB17 @AMYGRACEWELLS
41. OPTIMAL WORKSHOP Options start with a free account for small studies. 50% discount offered for education! Best for card sorts or tree testing. Excellent reporting options including results matrix #HEWEBUX #HEWEB17 @AMYGRACEWELLS
42. VALIDATELY validately.com #HEWEBUX #HEWEB17 @AMYGRACEWELLS
43. VALIDATELY Perhaps the priciest of these tools, but still below $2500/year. Unsure if they offer discounts. Their motto is “Take the pain out of user testing” and it is true! Test on mobile or desktop. Moderated or unmoderated. Screen and sound recording. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
44. HOTJAR hotjar.com #HEWEBUX #HEWEB17 @AMYGRACEWELLS
45. HOTJAR Options start with a free basic plan that tops out at 2K page views/day. They offer non-profit discounts. All features track and work on desktop, mobile and tablet versions. Best for heatmaps, form analysis, and visitor recordings. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
46. MAKE IT PERSUASIVE HIPPOS, STAKEHOLDERS AND DECISION- MAKERS… OH MY!
47. IN THEIR WORDS USE QUOTES FROM USERS IN YOUR REPORTING. “I was really interested in the college until I got to the website.” #HEWEBUX #HEWEB17 @AMYGRACEWELLS
48. HOLD SIT-INS When possible, include stakeholders as an audience to interviews, focus groups, usability testing, etc. Just be clear on the rules. Observation, not participation. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
49. HIGHLIGHT BUSINESS GOALS Whatever your motives, make sure you highlight theirs. Having strong research goals will help you show how UX problems tie to business problems. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
50. PRODUCTIVE DISCUSSIONS Set rules for discussion. Candid but constructive. Have rough data ready for referral. Keep the focus on the users. Find the common ground and point it out. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
51. PRODUCTIVE DISCUSSIONS Let others help shape processes, workflows, governance. Make sure they understand who will make the final decision. Set time limits for discussion items, then recap the discussion. #HEWEBUX #HEWEB17 @AMYGRACEWELLS
52. RESOURCES ▸ Research Questions and Goals ▸ https://www.usertesting.com/blog/2015/02/05/ux-research-objectives/ ▸ https://www.sitepoint.com/usability-testing-goals-knowing/ ▸ http://adaptivepath.org/ideas/e000107/ ▸ Interviews and Focus Groups ▸ https://www.nngroup.com/articles/focus-groups/ ▸ https://whitneyhess.com/blog/2010/07/07/my-best-advice-for-conducting-user- interviews/ ▸ http://www.slideshare.net/edanzico/user-interview-techniques #HEWEBUX #HEWEB17 @AMYGRACEWELLS
53. RESOURCES ▸ Interviews and Focus Groups (cont.) ▸ https://articles.uie.com/three_questions_not_to_ask/ ▸ http://www.usability.gov/how-to-and-tools/methods/focus-groups.html ▸ http://www.uxmatters.com/mt/archives/2011/07/dos-and-donts-for-focus- groups.php ▸ Field Studies ▸ https://www.nngroup.com/articles/field-studies-done-right-fast-and- observational/ ▸ https://articles.uie.com/field_studies/ #HEWEBUX #HEWEB17 @AMYGRACEWELLS
54. RESOURCES ▸ Diary Studies ▸ http://www.uxbooth.com/articles/jumpstart-design-research-with-a-diary-study/ ▸ http://uxpamagazine.org/dear-diary-using-diaries-to-study-user-experience/ ▸ Card Sorting ▸ https://www.nngroup.com/articles/card-sorting-how-many-users-to-test/ ▸ https://www.interaction-design.org/literature/book/the-encyclopedia-of-human- computer-interaction-2nd-ed/card-sorting ▸ https://www.smashingmagazine.com/2014/10/improving-information- architecture-card-sorting-beginners-guide/ #HEWEBUX #HEWEB17 @AMYGRACEWELLS
55. RESOURCES ▸ Usability Testing ▸ http://www.usability.gov/how-to-and-tools/methods/usability-testing.html ▸ http://www.usabilityfirst.com/usability-methods/usability-testing/ #HEWEBUX #HEWEB17 @AMYGRACEWELLS
56. AMY GRACE WELLS AMYGRACE@CONTENTANDUX.COM @AMYGRACEWELLS CONTACT ME ALWAYS