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Don't solve the wrong problem - Design club 2017

B6031b692931f4f7b7a6a8370316daf7?s=47 bensauer
November 03, 2017

Don't solve the wrong problem - Design club 2017

B6031b692931f4f7b7a6a8370316daf7?s=128

bensauer

November 03, 2017
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  1. DON’T SOLVE THE WRONG PROBLEM: USER RESEARCH FTW!
 @bensauer DESIGN

    CLUB 10/17
  2. None
  3. Why do you do what you do?

  4. WHY IS SOLVING THE RIGHT PROBLEM SO HARD?

  5. Curious Rituals produced by The Near Future Laboratory

  6. None
  7. Curious Rituals produced by The Near Future Laboratory

  8. THE ORG USERS THE WEBSITE

  9. EINSTEIN If I had only one hour to save the

    world, 
 I would spend fifty-five minutes defining the problem, and only five minutes 
 finding the solution.
  10. The product death cycle

  11. Talking to users is not enough: observation rules.

  12. If you’re prepared to spend thousands on your products, why

    can’t you spend a much smaller amount making sure 
 it’s the right product?
  13. What mindset should you adopt?

  14. None
  15. None
  16. What we actually know What we think we know large

    scale small
 scale
  17. “In the best teams we studied, every single team member

    spends an average of two hours every six weeks watching people use the product (or a competitor’s product).” Jared Spool
  18. WHAT KIND OF RESEARCH SHOULD YOU DO?

  19. What? Behaviour, outcomes Analytics, KPIs, conversion rate Sentiment Voice of

    Customer Mini-surveys, feedback Why? Experience Interviews, usability testing large scale small
 scale
  20. COMBINED INTERVIEWS AND TESTS

  21. Conducting user interviews 
 is a core digital skill. If

    your team isn’t doing 
 them, start now.
  22. START WITH RESEARCH OBJECTIVES We want to know how students

    go about researching their choice of university. PRIMARY SECONDARY What problems do they encounter using our website and our competitors websites?
  23. THE TWO THINGS YOU WILL TEST Can people use this?

    EMPIRICAL SPECULATIVE Would they use this? Mostly  just  clues Evidence
  24. RECRUITMENT TIPS •Pay em! •Ex-users are the best. •Screen out

    the freeloaders and the quiet ones •A mix of people over a perfect demographic
  25. TYPICAL INTERVIEW STRUCTURE •Intro: why, brief, waiver, payment (5 mins)

    •Interview: about them (20-25 mins) •Usability testing (20-25 mins) •Summary (5 mins)
  26. DISCUSSION GUIDE TIPS •Condense the guide to an A4 sheet.

    •Start broad, e.g.: “So… tell me about your work.” •Group your questions into themes. •Order themes in a way that narrows over time. •Put your really important theme near the end. •Uncover details to test later.
  27. FIND YOUR INNER ZEN INTERVIEWER

  28. The hardest thing is to avoid asking leading questions. Practise.

  29. Testing

  30. SETTING TASKS You have 200+ books in your fiction collection,

    currently in boxes strewn around your living room. Find a way to organize them. GOOD TASK BAD TASK Search for a bookcase
  31. IMPROVISED VS. PRESCRIBED You’re traveling from home to visit your

    _____ in ______. Find the cheapest route on public transport. IMPROVISED BAD TASK You have 200+ books in your fiction collection, currently in boxes strewn around your living room. Find a way to organize them.
  32. TIPS • “You applied to Birmingham Uni…?” (parrot talk) •

    “Tell me more about…” • “Describe the steps you’re going through here” • “Before you click, what do you think will happen next?”
  33. BAD QUESTIONS • “Do you like this?” • “Did you

    feel…x?” • “Were you thinking y?” • “Let me show you how this works…”
  34. INTERVIEW TIPS • Remind them that you’re testing the system,

    not them • Don’t keep people waiting around • Set them at ease: make it seem informal • Remunerate them in advance so they understand it’s not contingent on their performance
  35. EXTERNALISE THE ANALYSIS

  36. FIND THE SUBTEXT

  37. Uncertain Certain Ryan The Undecided Delali The Visionary

  38. If you buy *three* things, make it Silverback, 
 and

    these books ...
  39. COMMUNICATING RESEARCH

  40. None
  41. Ryan The Undecided “I sort of know *roughly* what I

    want to do. Roughly.” Summary 18 year old Ryan lives in Brighton. He’s a little unsure about what to study; he’s looked at a lot of sport-related courses but he hasn't got any closer to choosing. He hasn’t been to any open days; his family haven’t been involved much as they didn’t go to Uni. His initial choices of Uni are based on what his friends have told him, but he’s leaving the whole process to the last minute. Goals RATIONAL: Find a good course and university. EMOTIONAL: Get a bit of distance and independence from his family. Challenges • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum
  42. Choose subject Shortlist Refine Prioritise The course selection funnel Evaluate

    Eliminate A P P L Y Behaviours Lorem Ipsum • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum Lorem Ipsum • Lorem Ipsum • Lorem Ipsum Opportunities Lorem Ipsum • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum What should I study? Where could I go? Which ones do I like? What’s my best option? Low Med High Digital Opportunity Undecided Visionary • Lorem Ipsum • Lorem Ipsum Elimination criteria • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum Evaluation criteria • Lorem Ipsum • Lorem Ipsum • Lorem Ipsum Lorem Ipsum Lorem Ipsum • Lorem Ipsum • Lorem Ipsum
  43. GUIDING PRINCIPLES

  44. PARTING THOUGHTS… • User research is a team sport. •

    Don’t ask permission; find the time. • Watch what they do, not what they say. • Uncover mental models. • Favour guerrilla over science, action over academia. • Resolve differences with testing. • Make raw findings visible and tangible. • Never conflate value testing with usability testing.
  45. Learn Build Measure Title Text YOU ARE NEVER DONE

  46. Days since we met users 3

  47. STEVE JOBS “You’ve got to start with the customer experience

    and work back toward the technology - not the other way around.”
  48. Technology is not things, it is practise. therefore… Outcomes, not

    outputs. URSULA FRANKLIN’S ‘THE REAL WORLD OF TECHNOLOGY’ @bensauer
  49. Thanks I am @bensauer