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Know your users
Tammie Lister
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“[when you research you]… open the way to more
innovative and appropriate design solutions than
asking how they feel or merely tweaking your
current design based on analytics.”
Erika Hall from Just Enough Research
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“We remind everyone that to really waste time and
money all you need to do is build a service nobody
wants and nobody can use.”
John Waterworth
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The Doing
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Doing it
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Bad:
Surveys are required for this product because
everyone does them.
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Good:
I created a new signup flow and want to see if
users are able to have an easier experience.
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Part of culture
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Quantitative data tells us what people are doing.
Qualitative data tells us why people are doing it.
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Record everything
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www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
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“In practice, this means it’s a bit like Fight Club: the
first rule of finding out what people want is: don’t ask
people what they want.”
David Travis. The 7 Deadly Sins of User Research
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The Power of Stories
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“Part evolutionary feature, part survival mechanism
harking back to Paleolithic times, part communication
tool - story powers the human brain.”
Donna Lichaw, “The User’s Journey.
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Exposition
Rising action
Crisis
Climax
Falling action
Closure
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Exposition
Rising action
Crisis
Climax
Falling action
Closure
Problem, CTA, Incentive
Funnel,
Payment,
Drop
Signup
Problem solved!
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“User researcher’s fallacy: “My job is to learn about
users”. Truth: “My job is to help my team learn
about users”
Caroline Jarrett (@cjforms)
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Thanks, any questions?
Tammie Lister - @karmatosed
speakerdeck.com/tammielis/know-your-users
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Resource list
gov.uk/service-manual/communities/user-research-community
abookapart.com/products/just-enough-research
userfocus.co.uk/articles/7-sins-of-user-research.html
nngroup.com/articles/ux-stories
usability.gov
conversionxl.com/creating-customer-personas-using-data-driven-research
rosenfeldmedia.com/books/storymapping