GA Know Your Audience - Speaker Deck

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Knowing Your Audience Todd ZAKI WARFEL @zakiwarfel #GRMethods

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#GRMethods | @zakiwarfel

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#GRMethods | @zakiwarfel

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#GRMethods | @zakiwarfel WHY?

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#GRMethods | @zakiwarfel Market research is what you do when your product isn’t any good. Edwin H. Land, Polaroid invented instant photography “

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#GRMethods | @zakiwarfel Focus on behavior, knowledge, pain points. I

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#GRMethods | @zakiwarfel What makes something guerrilla?

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#GRMethods | @zakiwarfel Guerrilla marketing is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving pro ts with minimum money. Jay Conrad Levinson, Author of Guerrilla Marketing “

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#GRMethods | @zakiwarfel Guerrilla methods are faster, less expensive, less rigorous versions of their non-guerrilla cousins. They o er an acceptable trade-o between rigor and cost e ective techniques. Todd Zaki Warfel and Russ Unger, Authors of Guerrilla UX Research Methods “

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#GRMethods | @zakiwarfel The Naysayers

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#GRMethods | @zakiwarfel I can’t make multi-million dollar decisions based on information from 8-12 people. My Client, a Big Telco and Media Company “

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#GRMethods | @zakiwarfel My boss is an anthropologist and she won’t let me buy your book. She says guerrilla methods aren’t reliable. Participant, Guerrilla Methods UX Week “

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#GRMethods | @zakiwarfel Many of our current ethnographic methods were once considered guerrilla. Ginny Redish, author of User and Task Analysis for Interface Design

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#GRMethods | @zakiwarfel Photo by John Morrison We look for what we call the point of least astonishment. Jared Spool, Founder and CEO User Interface Engineering “

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#GRMethods | @zakiwarfel Change the argument from people to data points.

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#GRMethods | @zakiwarfel

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#GRMethods | @zakiwarfel Be a fly on the wall. II

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#GRMethods | @zakiwarfel • Allow people to check-in/out of their hotel • Consider audience, knowledge, experience, pain- points • Should work with or without a mobile device ACTIVITY: Hotel Check-in System

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#GRMethods | @zakiwarfel I. Plan

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#GRMethods | @zakiwarfel Start with an activity, context, and time frame. III

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#GRMethods | @zakiwarfel Q: When was the last time you [...] ?

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#GRMethods | @zakiwarfel Q: Can you walk me through how you did that?

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#GRMethods | @zakiwarfel Don’t ask what they want. IV

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#GRMethods | @zakiwarfel • Start with an activity, context, and time frame • Ask for them to show and tell • Listen for pain points and seek opportunities • Don’t lead the user to the “right” path • Allow for exploration and discovery • Only build what you need. No more. I. Planning Tips: Test Scenario / Tasks

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#GRMethods | @zakiwarfel II. Recruit

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#GRMethods | @zakiwarfel II. Recruiting Tips / Resources • Current customer list • Mechanical Turk • Ethnio • Craigslist • Facebook • Twitter • Friends and family

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#GRMethods | @zakiwarfel Recruiting

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#GRMethods | @zakiwarfel Recruiting

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#GRMethods | @zakiwarfel III. Collect

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#GRMethods | @zakiwarfel Keep it clean. Don’t do on the y analysis.

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#GRMethods | @zakiwarfel insightico.com

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#GRMethods | @zakiwarfel Modern day guerrilla methods

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#GRMethods | @zakiwarfel • Man on the Street • Burrito Lunch • RIPS / RITE • A/B Testing • Remote Usability Testing • Unmoderated Testing • Mobile Testing • Body Storming • Design Studio • Design the Box Modern Day Guerrilla Methods

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#GRMethods | @zakiwarfel http://www.flickr.com/photos/csaetre/4645769134/ Man on the street

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#GRMethods | @zakiwarfel Man on the street

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#GRMethods | @zakiwarfel http://www.flickr.com/photos/ce28nn/3464906581/ Burrito lunch

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#GRMethods | @zakiwarfel A/B Testing Tools • ABTests.com • Optimizely • NinjaButton • KISSmetrics • Verster • Modesty • Unbounce • Google Website Optimizer • A/B Theme Testing Plugin for WordPress • Visual Website Optimizer

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#GRMethods | @zakiwarfel Lab Rats

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#GRMethods | @zakiwarfel Remote Testing

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#GRMethods | @zakiwarfel Remote Tools • Adobe Connect • WebEx • Go2Meeting • Silverback • Skype • iChat • Reframer

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#GRMethods | @zakiwarfel Unmoderated

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#GRMethods | @zakiwarfel Unmoderated Tools • Glance.net • Ethnio • Loop11 • OpenHallway • UserFocus • UsabilityTest.com • Survs • SurveyMonkey • ABTests.com • OptimalSort • Userlytics • UserZoom