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Guerrilla UX

Guerrilla UX

Slides from my Guerrilla UX Methods workshop at Web2.0

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Todd Zaki Warfel

October 10, 2011
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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 Faster!

  8. #GRMethods | @zakiwarfel Less expensive.

  9. #GRMethods | @zakiwarfel Rigorous enough.

  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 Photo by John Morrison We look for

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

    points.
  14. #GRMethods | @zakiwarfel getreframer.com

  15. #GRMethods | @zakiwarfel You get what you pay for.

  16. #GRMethods | @zakiwarfel Photo by Tim Duckett The minimum necessary

    time, budget and fuss so this kind of insight is available to pretty much any client, budget, or timeframe. Leisa Reichelt, Freelance UX Consultant “
  17. #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 “
  18. #GRMethods | @zakiwarfel Many of our current ethnographic methods were

    once considered guerrilla. Ginny Redish, author of User and Task Analysis for Interface Design “
  19. #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
  20. #GRMethods | @zakiwarfel I. Plan

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

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

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

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

  25. #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
  26. #GRMethods | @zakiwarfel II. Recruit

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

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

  29. #GRMethods | @zakiwarfel Recruiting

  30. #GRMethods | @zakiwarfel III. Collect

  31. #GRMethods | @zakiwarfel insightico.com

  32. #GRMethods | @zakiwarfel getreframer.com

  33. #GRMethods | @zakiwarfel Modern day guerrilla methods

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

  36. #GRMethods | @zakiwarfel Man on the street

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

  38. #GRMethods | @zakiwarfel RIPS / RITE

  39. #GRMethods | @zakiwarfel RIPS / RITE

  40. #GRMethods | @zakiwarfel *NBHF4PVSDF"#5FTUJOHDPN A/B Testing 50% higher conversion

  41. #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
  42. #GRMethods | @zakiwarfel Lab Rats

  43. #GRMethods | @zakiwarfel Remote Testing

  44. #GRMethods | @zakiwarfel Remote Testing

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

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

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

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

  49. #GRMethods | @zakiwarfel Mobile

  50. Guerrilla Research Methods Todd ZAKI WARFEL @zakiwarfel #GRMethods http://bit.ly/GRMethods