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.

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
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]
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
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
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]
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
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]
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]
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
85. THANK YOU @tsharon Facebook.com/itsourresearch http://itsourresear.ch