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GA Know Your Audience

GA Know Your Audience

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

Todd Zaki Warfel

March 09, 2013
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  1. Knowing Your Audience Todd ZAKI WARFEL @zakiwarfel #GRMethods

  2. #GRMethods | @zakiwarfel

  3. #GRMethods | @zakiwarfel

  4. #GRMethods | @zakiwarfel WHY?

  5. #GRMethods | @zakiwarfel Market research is what you do when

    your product isn’t any good. Edwin H. Land, Polaroid invented instant photography “
  6. #GRMethods | @zakiwarfel Focus on behavior, knowledge, pain points. I

  7. #GRMethods | @zakiwarfel What makes something guerrilla?

  8. #GRMethods | @zakiwarfel 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 “
  9. #GRMethods | @zakiwarfel 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 “
  10. #GRMethods | @zakiwarfel The Naysayers

  11. #GRMethods | @zakiwarfel I can’t make multi-million dollar decisions based

    on information from 8-12 people. My Client, a Big Telco and Media Company “
  12. #GRMethods | @zakiwarfel 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 “
  13. #GRMethods | @zakiwarfel Many of our current ethnographic methods were

    once considered guerrilla. Ginny Redish, author of User and Task Analysis for Interface Design
  14. #GRMethods | @zakiwarfel Photo by John Morrison We look for

    what we call the point of least astonishment. Jared Spool, Founder and CEO User Interface Engineering “
  15. #GRMethods | @zakiwarfel Change the argument from people to data

    points.
  16. #GRMethods | @zakiwarfel

  17. #GRMethods | @zakiwarfel Be a fly on the wall. II

  18. #GRMethods | @zakiwarfel • 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
  19. #GRMethods | @zakiwarfel I. Plan

  20. #GRMethods | @zakiwarfel Start with an activity, context, and time

    frame. III
  21. #GRMethods | @zakiwarfel Q: When was the last time you

    [...] ?
  22. #GRMethods | @zakiwarfel Q: Can you walk me through how

    you did that?
  23. #GRMethods | @zakiwarfel Don’t ask what they want. IV

  24. #GRMethods | @zakiwarfel • 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
  25. #GRMethods | @zakiwarfel II. Recruit

  26. #GRMethods | @zakiwarfel II. Recruiting Tips / Resources • Current

    customer list • Mechanical Turk • Ethnio • Craigslist • Facebook • Twitter • Friends and family
  27. #GRMethods | @zakiwarfel Recruiting

  28. #GRMethods | @zakiwarfel Recruiting

  29. #GRMethods | @zakiwarfel III. Collect

  30. #GRMethods | @zakiwarfel Keep it clean. Don’t do on the

    y analysis.
  31. #GRMethods | @zakiwarfel insightico.com

  32. #GRMethods | @zakiwarfel Modern day guerrilla methods

  33. #GRMethods | @zakiwarfel • 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
  34. #GRMethods | @zakiwarfel http://www.flickr.com/photos/csaetre/4645769134/ Man on the street

  35. #GRMethods | @zakiwarfel Man on the street

  36. #GRMethods | @zakiwarfel http://www.flickr.com/photos/ce28nn/3464906581/ Burrito lunch

  37. #GRMethods | @zakiwarfel 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
  38. #GRMethods | @zakiwarfel Lab Rats

  39. #GRMethods | @zakiwarfel Remote Testing

  40. #GRMethods | @zakiwarfel Remote Tools • Adobe Connect • WebEx

    • Go2Meeting • Silverback • Skype • iChat • Reframer
  41. #GRMethods | @zakiwarfel Unmoderated

  42. #GRMethods | @zakiwarfel Unmoderated Tools • Glance.net • Ethnio •

    Loop11 • OpenHallway • UserFocus • UsabilityTest.com • Survs • SurveyMonkey • ABTests.com • OptimalSort • Userlytics • UserZoom
  43. #GRMethods | @zakiwarfel 7JEFP4PVSDF4UFQIFO1"OEFSTPO Body Storming

  44. #GRMethods | @zakiwarfel Mobile