GA UX Research Workshop

Slides from the General Assembly Understanding UX workshop.

Transcript

1. Guerrilla Research Methods Todd ZAKI WARFEL @zakiwarfel W eb2.0 NYC #GRMethods
2. #GRMethods | @zakiwarfel WHY?
3. #GRMethods | @zakiwarfel Market research is what you do when your product isn’t any good. Edwin H. Land, Polaroid invented instant photography “
4. #GRMethods | @zakiwarfel What makes something guerrilla?
5. #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 “
6. #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 “
7. #GRMethods | @zakiwarfel The Naysayers
8. #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 “
9. #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 “
10. #GRMethods | @zakiwarfel Change the argument from people to data points.
11. #GRMethods | @zakiwarfel
12. #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
13. #GRMethods | @zakiwarfel Don’t ask what they want.
14. #GRMethods | @zakiwarfel Start with an activity, context, and time frame.
15. #GRMethods | @zakiwarfel Q: When was the last time you [...] ?
16. #GRMethods | @zakiwarfel Q: Can you walk me through how you did that?
17. #GRMethods | @zakiwarfel II. Recruiting Tips / Resources • Current customer list • Mechanical Turk • Ethnio • Craigslist • Facebook • Twitter • Friends and family
18. #GRMethods | @zakiwarfel Recruiting
19. #GRMethods | @zakiwarfel Recruiting
20. #GRMethods | @zakiwarfel Modern day guerrilla methods
21. #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
22. #GRMethods | @zakiwarfel http://www.flickr.com/photos/csaetre/4645769134/ Man on the street
23. #GRMethods | @zakiwarfel Man on the street
24. #GRMethods | @zakiwarfel http://www.flickr.com/photos/ce28nn/3464906581/ Burrito lunch
25. #GRMethods | @zakiwarfel RIPS / RITE
26. #GRMethods | @zakiwarfel RIPS / RITE
27. #GRMethods | @zakiwarfel *NBHF
    4PVSDF
    "#5FTUJOHDPN A/B Testing 50% higher conversion
28. #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
29. #GRMethods | @zakiwarfel Lab Rats
30. #GRMethods | @zakiwarfel Remote Testing
31. #GRMethods | @zakiwarfel Remote Testing
32. #GRMethods | @zakiwarfel Remote Tools • Adobe Connect • WebEx • Go2Meeting • Silverback • Skype • iChat
33. #GRMethods | @zakiwarfel Unmoderated
34. #GRMethods | @zakiwarfel Unmoderated Tools • Glance.net • Ethnio • Loop11 • OpenHallway • UserFocus • UsabilityTest.com • Survs • SurveyMonkey • ABTests.com • OptimalSort • Userlytics • UserZoom
35. #GRMethods | @zakiwarfel Mobile
36. #GRMethods | @zakiwarfel Wrap Up • Make the argument about data points, not participants • Look for the point of least astonishment • Don’t ask what they want • Start with a context and them to show you • Iterate. Iterate. Iterate.