User research refers to a variety of techniques to capture user feedback about technology often via in-depth qualitative sessions. A lack of knowledge about the value of user research can bring about some reluctance to spend time and budget on these initiatives and may lead to a fear that the research findings will increase the scope of the project.
Based on Cory's experiences and lessons learned, this presentation is a "cheat sheet" of things that product managers, product marketing managers and other stakeholders should practice to understand the user behavior.
About the speaker:
Cory Lebson (@corylebson) has been a user experience consultant for 20 years. He is the Principal and Owner of Lebsontech LLC, a successful user experience consulting firm he established in 1997. His core client base has included a number of Federal government, commercial, non-profit, and educational organizations. Lebsontech is focused primarily on user research, user experience strategy and associated training. Cory is also the president of the User Experience Professionals Association (UXPA) International and was previously the president of the UXPA DC chapter. He has been featured on the radio and has published several recent articles. Cory has an MBA in marketing and technology management, as well as an MA in sociology and a BS in psychology.
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9. Your next steps…
9
Gather requirements
from
stakeholder/supervisor
Document requirements,
technology considerations,
get approval
Start
10. What might be missing?
10
What is going to make the
user experience better?
Are we designing what
users want?
11. UX Strategy
• We have a user experience (UX) strategy.
– Why are we taking this path?
– For whom? How are we helping them?
• Frame & articulate!
• Validate!
11
12. Users
• It’s not stakeholders.
• It’s not everyone.
• So who are they? Specifically.
12
13. 13
The extent to which a product can be used
by specified users to achieve specified
goals with effectiveness, efficiency and
satisfaction in a specified context of use.
(ISO 9241-11)
Our Goal: Good usability
• Effectiveness
• Efficiency
• Satisfaction
14. Today
• Landscape of qualitative
user research
– You or your team can do it.
– You can outsource.
– You can advocate.
14
15. What kinds of user research have you been
involved in before (if any)?
Check all that apply.
• Focus groups
• Usability testing
• User surveys and interviews
• Ethnographic research
• Something else
15
16. Focus Groups: Assessment of Strategy
• Good for getting opinions, attitudes, desires,
brainstorming – early on in the process.
16
Disaster Survivors
What kinds of mobile
resources would improve the
experience of survivors
in the future?
18. Planning for the focus group: Users
• What do we want to know
and who is going to be able to help us learn?
• Who are we going to recruit? (Screen
candidates)
• Are you going to pay? How much?
18
20. User Interviews
To Mobile Banking
Customers: Please tell
me how you use your
mobile device to pay for
products and services.
• Talk with the users or those who could be users.
• Develop a structured script for the interview portion
• Conversation can include:
– Current usage
– Existing workflow
– Expectations and opinions
21. Ethnographic Component
• Anthropological
• Place of real-world usage.
• Generally comes first,
perhaps with current
system by users
• Watch as they use
naturally
• Useful when focus is on
existing users with new
system
• Or maybe website doesn’t
exist and we want to
understand real workflow
21
23. You’ve got something to show.
• Existing web or mobile resource
• Screenshots
• Wireframes
• Low fidelity or high fidelity prototype
• Something new.
23
When?
24. Usability Testing: What is it?
• One-on-one, in-depth with the “right” participants
• Usually task-based, mirroring real-life as much as
possible
• Assessment
– Findability & identification
– Readability & Comprehension
– Functionality
24
25. Planning for the usability test: Participants
• Find participants that should understand your content.
– Actual or representative users?
• Payment?
25
28. Typical Timeline
• In 2-3 weeks:
– Create a screener.
– Identify users
– Create a test plan
• In 2-3 days:
– Run sessions
• In 1 hour – 2 weeks
– Report on findings
28
29. Your mission
• Make sure that user research is included in
web/mobile development cycle.
29
30. This can all be found at…
30
Lebson, Cory. "Making Usability a Priority:
Advocating for the Value of User Research"
Intercom Magazine (October 2012.)
34. Small now; big later
• Get agreement on something small first.
• You can expand upon it when you’re done.
34
35. Justify funds by repeating what you did.
• Get a budget for one small project.
• Refer to that budget and expand slightly next time.
• Repeat
35
36. Make it the mindset.
• Believing is seeing – create expectations.
36
37. Involve stakeholders – a lot!
• Push them to observe and provide feedback
• Feedback is retained when the stakeholder gives the
feedback.
37
38. “My team will be told to start from scratch.”
• Good UX means be willing to tweak, not scrap.
• At least go for the low-hanging fruit.
• Big rewrites can be saved for a future release.
38
39. Get direct content owner involvement
• Get direct “owner” involvement from the start – don’t
just give them a report and hope for the best.
• Go through reports with “owners” issue by issue.
• Create a spreadsheet of findings and provide this
along with a report.
39
40. Does your employer currently offer regular
training courses?
• Yes
• No
• Not sure
40