Know your users

Transcript

1. Know your users
   Tammie Lister
   

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4. “[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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12. “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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13. The Doing
    

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14. Doing it
    

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17. Bad: 

    Surveys are required for this product because
    everyone does them.
    

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18. Good: 

    I created a new signup flow and want to see if
    users are able to have an easier experience.
    

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19. Part of culture
    

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22. Quantitative data tells us what people are doing.

    Qualitative data tells us why people are doing it.
    

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24. Record everything
    

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27. www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
    

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28. “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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29. The Power of Stories
    

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30. “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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31. Exposition
    Rising action
    Crisis
    Climax
    Falling action
    Closure
    

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32. Exposition
    Rising action
    Crisis
    Climax
    Falling action
    Closure
    Problem, CTA, Incentive
    Funnel,
    Payment,
    Drop
    Signup
    Problem solved!
    

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39. “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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44. Thanks, any questions?
    Tammie Lister - @karmatosed
    speakerdeck.com/tammielis/know-your-users
    

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45. 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
    

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