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Guerrilla UX

Guerrilla UX

Slides from my Guerrilla UX Methods workshop at Web2.0

Todd Zaki Warfel

October 10, 2011
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  1. Guerrilla Research
    Methods
    Todd ZAKI WARFEL @zakiwarfel
    W
    eb2.0
    NYC
    #GRMethods

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  2. #GRMethods | @zakiwarfel
    WHY?

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  3. #GRMethods | @zakiwarfel
    Market research is what you do when
    your product isn’t any good.
    Edwin H. Land, Polaroid invented instant
    photography

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

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  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

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  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

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  7. #GRMethods | @zakiwarfel
    Faster!

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  8. #GRMethods | @zakiwarfel
    Less expensive.

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  9. #GRMethods | @zakiwarfel
    Rigorous enough.

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  10. #GRMethods | @zakiwarfel
    The Naysayers

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  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

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  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

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  13. #GRMethods | @zakiwarfel
    Change the
    argument from
    people to data
    points.

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  14. #GRMethods | @zakiwarfel
    getreframer.com

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

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  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

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  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

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  18. #GRMethods | @zakiwarfel
    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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  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

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  20. #GRMethods | @zakiwarfel
    I. Plan

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

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  22. #GRMethods | @zakiwarfel
    Q: When was the last time you [...] ?

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

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  24. #GRMethods | @zakiwarfel
    Don’t ask what
    they want.

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  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

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  26. #GRMethods | @zakiwarfel
    II. Recruit

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

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  28. #GRMethods | @zakiwarfel
    Recruiting

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  29. #GRMethods | @zakiwarfel
    Recruiting

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  30. #GRMethods | @zakiwarfel
    III. Collect

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  31. #GRMethods | @zakiwarfel
    insightico.com

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  32. #GRMethods | @zakiwarfel
    getreframer.com

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  33. #GRMethods | @zakiwarfel
    Modern day
    guerrilla
    methods

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  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

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

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  36. #GRMethods | @zakiwarfel
    Man on the street

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

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  38. #GRMethods | @zakiwarfel
    RIPS / RITE

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  39. #GRMethods | @zakiwarfel
    RIPS / RITE

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

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  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

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  42. #GRMethods | @zakiwarfel
    Lab Rats

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  43. #GRMethods | @zakiwarfel
    Remote Testing

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  44. #GRMethods | @zakiwarfel
    Remote Testing

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  45. #GRMethods | @zakiwarfel
    Remote Tools
    • Adobe Connect
    • WebEx
    • Go2Meeting
    • Silverback
    • Skype
    • iChat
    • Reframer

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  46. #GRMethods | @zakiwarfel
    Unmoderated

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  47. #GRMethods | @zakiwarfel
    Unmoderated Tools
    • Glance.net
    • Ethnio
    • Loop11
    • OpenHallway
    • UserFocus
    • UsabilityTest.com
    • Survs
    • SurveyMonkey
    • ABTests.com
    • OptimalSort
    • Userlytics
    • UserZoom

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  48. #GRMethods | @zakiwarfel
    7JEFP4PVSDF4UFQIFO1"OEFSTPO
    Body Storming

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  49. #GRMethods | @zakiwarfel
    Mobile

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

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