Pro Yearly is on sale from $80 to $50! »

TechAviv Talk

TechAviv Talk

***Flying Cars, UX Research, Attitude and Behavior***
Many entrepreneurs and startup founders want to learn from their customers about their needs and abilities. They understand that products should solve real problems for people and that they need to have an excellent user experience. Yet when it is time for customer development and learning from users, something changes. Countless entrepreneurs perceive UX research as wasteful and slow and either do it as an afterthought or skip it completely while trusting their own intuitions. This talk will define what UX research is and how it can help startup founders, and will review a key concept that makes or breaks any UX research study - the relationship between users' attitude and behavior.

3c0b492a599715b69b5ed1363a9c2c4f?s=128

Tomer Sharon

May 17, 2013
Tweet

Transcript

  1. FLYING CARS, UX RESEARCH, ATTITUDE, AND BEHAVIOR TOMER SHARON, SR.

    UX RESEARCHER, GOOGLE @tsharon
  2. I HAVE A GREAT IDEA

  3. THANK YOU!

  4. HI, I’M TOMER

  5. WHAT IS UX?

  6. HOW PEOPLE FEEL WHEN THEY USE SOMETHING.

  7. AND WHAT’S UX RESEARCH?

  8. PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES

    TO THE RIGHT PEOPLE AT THE RIGHT TIME.
  9. 3 QUESTIONS UX RESEARCH CAN ANSWER

  10. WHAT DO PEOPLE NEED?

  11. WHAT DO PEOPLE WANT?

  12. CAN PEOPLE USE IT?

  13. FOUNDER BLINDNESS

  14. None
  15. UX RESEARCH IS ABOUT DOING THE RIGHT THING, NOT JUST

    DOING THINGS RIGHT
  16. FIRST RULE OF UX RESEARCH

  17. DON’T LISTEN TO USERS

  18. OBSERVE BEHAVIOR

  19. I DON’T LISTEN TO USERS BECAUSE OF THE PSYCHOLOGY OF

    ATTITUDE & BEHAVIOR
  20. STRONG RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

  21. STUDENTS WERE ASKED ABOUT THEIR ATTITUDE TOWARD CHEATING. A FEW

    WEEKS LATER, THEY WERE ASKED TO GRADE THEIR OWN TESTS. THERE WAS CLOSE TO ZERO CORRELATION BETWEEN ATTITUDE TOWARD CHEATING AND ACTUAL CHEATING. [COREY, 1937]
  22. None
  23. MANY STUDIES FOUND NO RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

  24. SOCIAL PSYCHOLOGISTS STARTED ASKING WHAT AFFECTS THE RELATIONSHIP BETWEEN ATTITUDE

    & BEHAVIOR?
  25. 6 FACTORS THAT AFFECT THE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

  26. 1

  27. ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OF MEASURMENT

  28. A GENERAL ATTITUDE CAN’T HELP IN PREDICTING SPECIFIC BEHAVIORS

  29. A SPECIFIC & UNIQUE ATTITUDE MIGHT PREDICT A SPECIFIC &

    UNIQUE BEHAVIOR
  30. SPECIFIC BEHAVIOR NUMBER OF PEOPLE IN CIRCLES, +1s, COMMENTS, AND

    SHARES ON GOOGLE+
  31. GENERAL ATTITUDE TO WHAT EXTENT DO YOU CONSIDER YOURSELF A

    ‘SOCIAL ANIMAL’?
  32. GENERAL & SPECIFIC ATTITUDES OF MARRIED WOMEN TOWARD USING THE

    PILL [DAVIDSON & JACCARD, 1979]
  33. ATTITUDE USING BIRTH CONTROL THE PILL AS A BIRTH CONTROL

    USING THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL IN THE NEXT 2 YEARS CORRELATION 0.08 0.32 0.53 0.57
  34. 2

  35. ATTITUDE-BEHAVIOR RELATIONSHIP TIME BETWEEN MEASURMENTS

  36. PRINCIPLE POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES IF MEASUREMENT

    TIME- DIFFERENCE IS SHORT
  37. REASON BECAUSE PEOPLE’S ATTITUDES ARE NOT STABLE AND CHANGE OVER

    TIME
  38. HOW MANY TIMES DID A USER DRAW A SCREEN THEY

    WANT, ONLY TO REJECT IT 3 MONTHS LATER? [AFTER YOU COMPLETED CODING THE DAMN THING]
  39. 3

  40. ATTITUDE-BEHAVIOR RELATIONSHIP WAY OF ACQUIRING ATTITUDE

  41. JOEY, 10-YEARS-OLD, WANTS A VIDEO GAME HE PLAYED AT A

    FRIEND’S HOUSE; HIS FRIEND MARK HEARD ABOUT THIS GAME FROM JOEY; THEIR FRIEND ANDY SAW A COMMERCIAL FOR THAT GAME. WHO IS MORE LIKELY TO NAG THEIR PARENTS TO BUY THE GAME?
  42. PRINCIPLE PAST EXPERIENCE CLARIFIES ATTITUDE AND INCREASES ITS POSITIVE CORRELATION

    WITH BEHAVIOR
  43. APPLICATION 1 TO UX IN USABILITY TESTING, ASK ABOUT OPINIONS

    ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT
  44. APPLICATION 2 TO UX ASK ABOUT PAST EXPERIENCES RATHER THAN

    PREDICTIONS OF THE FUTURE
  45. 4

  46. ATTITUDE-BEHAVIOR RELATIONSHIP CLARITY OF ATTITUDE

  47. PRINCIPLE ATTITUDE & BEHAVIOR CORRELATION INCREASES WHEN ATTITUDE IS CLEARER

  48. STUDENTS PARTICIPATED IN ELECTION IF THEY HAD MORE INFORMATION ABOUT

    CANDIDATES COMPARED TO STUDENTS WHO WERE NOT VERY UP-TO-DATE WITH CANDIDATE INFORMATION. [DAVIDSON ET AL, 1985]
  49. 5

  50. ATTITUDE-BEHAVIOR RELATIONSHIP ACCESSIBILITY OF ATTITUDE TO CONCIOUS

  51. PRINCIPLE CONSCIOUS- ACCESSIBLE ATTITUDE BETTER PREDICTS BEHAVIOR

  52. COMPUTER GEEKS SPEND A LOT OF TIME THINKING ABOUT THEIR

    OWN COMPUTER SOFTWARE PREFERENCES. PEOPLE’S ATTITUDES BETTER PREDICT BEHAVIOR WHEN THEY ARE ASKED OR HEAR ABOUT THEM REPEATEDLY. [POWELL & FAZIO, 1984, BORGIDA & CAMPBELL, 1982]
  53. 6

  54. ATTITUDE-BEHAVIOR RELATIONSHIP PERSONALITY

  55. PRINCIPLE PEOPLE WITH HIGH SELF MONITORING DO NOT DEMONSTRATE CONSISTENCY

    OF ATTITUDE & BEHAVIOR
  56. PEOPLE CONCERNED WITH THEIR SELF-PRESENTATION CLOSELY MONITOR THEMSELVES TO ENSURE

    DESIRED PUBLIC APPEARANCES
  57. IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF

    PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]
  58. THIS IS WHY YOU SEE SOME PEOPLE MISERABLY FAILING TO

    COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’
  59. WHAT DOES IT MEAN TO YOU?

  60. NEVER ASK WHAT THEY NEED DO YOU THINK THIS IS

    A GOOD THING TO HAVE?
  61. BECAUSE HUMANS SUCK AT PREDICTING THE FUTURE YET THEY ARE

    HAPPY TO GIVE YOU AN ANSWER
  62. INSTEAD OBSERVE WHAT THEY DO SHOW ME THE MOST FREQUENT

    TASK YOU TYPICALLY DO.
  63. NEVER ASK WHAT IS THEIR FEEDBACK WHAT DO YOU THINK

    ABOUT THIS COOL “SHARE” BUTTON?
  64. BECAUSE THEY’LL TELL YOU WHAT YOU WANT TO HEAR AND

    THEY HAVE NO IDEA WHAT THEY ARE TALKING ABOUT
  65. INSTEAD WATCH THEM USE IT CAN YOU SHOW ME HOW

    YOU DO THAT?
  66. RECAP

  67. HOW PEOPLE FEEL WHEN THEY USE SOMETHING.

  68. PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES

    TO THE RIGHT PEOPLE AT THE RIGHT TIME.
  69. WHAT DO PEOPLE NEED?

  70. WHAT DO PEOPLE WANT?

  71. CAN PEOPLE USE IT?

  72. DON’T LISTEN TO USERS

  73. OBSERVE BEHAVIOR

  74. PSYCHOLOGY OF ATTITUDE & BEHAVIOR 1.  Level of measurement 2. 

    Time between measurements 3.  Way of acquiring attitude 4.  Clarity of attitude 5.  Accessibility of attitude to conscious 6.  Personality
  75. 2 LAST THOUGHTS

  76. I HAVE A GREAT IDEA

  77. I HAVE NO IDEA

  78. I GET OUT OF THE BUILDING

  79. WITH MY TEAM

  80. AND TOGETHER WE LEARN BY OBSERVING BEHAVIOR

  81. OTHERWISE…

  82. WE’LL PERFECTLY EXECUTE THE WRONG PLAN

  83. LAST POINT

  84. None
  85. THANK YOU @tsharon Facebook.com/itsourresearch http://itsourresear.ch