Know your users
“[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
“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.”
Surveys are required for this product because
everyone does them.
I created a new signup flow and want to see if
users are able to have an easier experience.
Part of culture
Quantitative data tells us what people are doing.
Qualitative data tells us why people are doing it.
“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
The Power of Stories
“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.
Problem, CTA, Incentive
“User researcher’s fallacy: “My job is to learn about
users”. Truth: “My job is to help my team learn
Caroline Jarrett (@cjforms)
Thanks, any questions?
Tammie Lister - @karmatosed