Know your users

Transcript

1. Know your users Tammie Lister
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
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
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
22. Quantitative data tells us what people are doing.
 Qualitative data tells us why people are doing it.
24. Record everything
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!
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)
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