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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

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  2. #GRMethods | @zakiwarfel

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  3. #GRMethods | @zakiwarfel

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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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  6. #GRMethods | @zakiwarfel
    Focus on
    behavior,
    knowledge,
    pain points.
    I

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

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  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

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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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  10. #GRMethods | @zakiwarfel
    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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  15. #GRMethods | @zakiwarfel
    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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  21. #GRMethods | @zakiwarfel
    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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  27. #GRMethods | @zakiwarfel
    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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