GA Know Your Audience

Presentation on conducting user research for General Assembly on March 8, 2013

Transcript

1. Knowing Your Audience
   Todd ZAKI WARFEL @zakiwarfel
   #GRMethods
   

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   WHY?
   

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   Market research is what you do when
   your product isn’t any good.
   Edwin H. Land, Polaroid invented instant
   photography
   “
   

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   Focus on
   behavior,
   knowledge,
   pain points.
   I
   

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   What makes
   something
   guerrilla?
   

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   Guerrilla marketing is a body of
   unconventional ways of pursuing
   conventional goals. It is a proven
   method of achieving pro ts with
   minimum money.
   Jay Conrad Levinson, Author of Guerrilla
   Marketing
   “
   

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   Guerrilla methods are faster, less
   expensive, less rigorous versions of
   their non-guerrilla cousins. They o er
   an acceptable trade-o between rigor
   and cost e ective techniques.
   Todd Zaki Warfel and Russ Unger, Authors of
   Guerrilla UX Research Methods
   “
   

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    The Naysayers
    

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    I can’t make multi-million dollar
    decisions based on information from
    8-12 people.
    My Client, a Big Telco and Media Company
    “
    

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    My boss is an anthropologist and she
    won’t let me buy your book. She says
    guerrilla methods aren’t reliable.
    Participant, Guerrilla Methods UX Week
    “
    

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    Many of our current ethnographic methods
    were once considered guerrilla.
    Ginny Redish, author of User and Task Analysis for
    Interface Design
    

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    Photo by John Morrison
    We look for what we call the point
    of least astonishment.
    Jared Spool, Founder and CEO User Interface
    Engineering
    “
    

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    Change the
    argument from
    people to data
    points.
    

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    Be a fly on the
    wall.
    II
    

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    • Allow people to check-in/out of their hotel
    • Consider audience, knowledge, experience, pain-
    points
    • Should work with or without a mobile device
    ACTIVITY: Hotel Check-in System
    

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    I. Plan
    

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    Start with an activity, context,
    and time frame.
    III
    

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    Q: When was the last time you [...] ?
    

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    Q: Can you walk me through how you
    did that?
    

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    Don’t ask what
    they want.
    IV
    

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    • Start with an activity, context, and time frame
    • Ask for them to show and tell
    • Listen for pain points and seek opportunities
    • Don’t lead the user to the “right” path
    • Allow for exploration and discovery
    • Only build what you need. No more.
    I. Planning Tips: Test Scenario / Tasks
    

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    II. Recruit
    

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    II. Recruiting Tips / Resources
    • Current customer list
    • Mechanical Turk
    • Ethnio
    • Craigslist
    • Facebook
    • Twitter
    • Friends and family
    

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    Recruiting
    

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    Recruiting
    

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    III. Collect
    

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    Keep it clean. Don’t do on the y
    analysis.
    

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    insightico.com
    

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    Modern day
    guerrilla
    methods
    

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    • Man on the Street
    • Burrito Lunch
    • RIPS / RITE
    • A/B Testing
    • Remote Usability Testing
    • Unmoderated Testing
    • Mobile Testing
    • Body Storming
    • Design Studio
    • Design the Box
    Modern Day Guerrilla Methods
    

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    http://www.flickr.com/photos/csaetre/4645769134/
    Man on the street
    

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    Man on the street
    

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    http://www.flickr.com/photos/ce28nn/3464906581/
    Burrito lunch
    

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    A/B Testing Tools
    • ABTests.com
    • Optimizely
    • NinjaButton
    • KISSmetrics
    • Verster
    • Modesty
    • Unbounce
    • Google Website
    Optimizer
    • A/B Theme Testing
    Plugin for WordPress
    • Visual Website
    Optimizer
    

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    Lab Rats
    

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    Remote Testing
    

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    Remote Tools
    • Adobe Connect
    • WebEx
    • Go2Meeting
    • Silverback
    • Skype
    • iChat
    • Reframer
    

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    Unmoderated
    

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    Unmoderated Tools
    • Glance.net
    • Ethnio
    • Loop11
    • OpenHallway
    • UserFocus
    • UsabilityTest.com
    • Survs
    • SurveyMonkey
    • ABTests.com
    • OptimalSort
    • Userlytics
    • UserZoom
    

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    7JEFP4PVSDF4UFQIFO1"OEFSTPO
    Body Storming
    

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    Mobile
    

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