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GA UX Research Workshop

GA UX Research Workshop

Slides from the General Assembly Understanding UX workshop.

Todd Zaki Warfel

December 09, 2012
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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 *NBHF4PVSDF"#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.