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

13. The Doing

14. Doing it

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17. Bad: 
 Surveys are required for this product because everyone

    does them.

18. Good: 
 I created a new signup flow and want

    to see if users are able to have an easier experience.

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/

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

29. The Power of Stories

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.

31. Exposition Rising action Crisis Climax Falling action Closure

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

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