qualitative data and ux design
Post on 12-Jul-2015
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Onlab Data Conference
Qualitative Data and UX Design
Chris Palmieri
4kg38ºC30cm
120bpm10 years7 offspring
3.7kg28.8cm38.6ºC
130bpm11 years5 offspring
Illustration: Marie Coons, from The Noun Project
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A quick introduction
AQ
企業・文化・コミュニティのために、新たな展開につながる創造的なコミュニケーション・ツールをつくるデザインの会社です
主なサービスウェブサイトやスマートフォン・アプリの企画制作グラフィック・デザインUXデザインのコンサルティング
@aq_jpwww.aqworks.com
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Definitions
What is User Experience (UX)?
UX is how someone feels when they use a product.
UX is what they remember later, and how they describe it to others.
UX is what a product means in their life.
UX is more than how something looks,
(much more)
UX
Context
Goals
Expectations
How it looks
How it works
WordsSpeed
Social relevance Feeling of SafetyContent
Loyalty
Word of Mouth
Conversion
Abandonment
Past Experience
Sense of Value
UX Design
With who?
What do they want
to do?
What do they expect?
How should it look?
How should it work?
What language do
they use?
What qualities do they value?
What makes them
feel safe?
What do they want to know?
What do they know?
Where? When? Device
capabilities
UX can’t be fully controlled, but is effected by every product decision you make.
Qualitative and quantitative
Quantitative data tells us
Who?How o!en?Is A working be"er than B (or C, D, etc.)
Quantitative data measures
PurchasesRegistrationsViewsUser Paths
Numbers are powerful.
Comes from real use of working so!ware.Easy to communicate.
Numbers only tell you so much.
They’re hard to collect early on.
User experience design can’t be decided by numbers alone.
Qualitative captures the why.
It’s easier than you think.
A combination of qualitative and quantitative will give you the most complete picture of how people use your product.
Gathering data
Questionnaires
Questionnaires can reveal answers that are hard to derive from data analytics.
When
You want to know where users see value in your product.You’re looking for gaps between what users need and what you have.
走る目的は何ですか？
0
75
150
225
300
other sport
get back in shape
charity
a tribute
love of running
companionship
looking better
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a distance
pushing my limits
sound mind, sound body
* '*4# & %23#
* '*4#
What is your motivation?
Product focus
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Card Sorting
Card sorting helps you understand users’ mental model of your content.
Taste?
Original?Stock?
Real?
Cut?
When
Before choosing categories, navigation systems, etc.When it’s not possible to extract categories from real world use.
Usability Testing
Usability testing offers a high-resolution image of how people are using your product.
Test before and after.
Prepare
RecruitIdentify a few big questions.Write a script.Choose an environment.
Test
Explain the purpose.Set the context for each task.Ask them to think aloud.Ask questions.Take lots of notes!
Discuss!
“That’s not what I expected…” “Well, that’s
cool!”
×Illustration: P.J. Onori, from The Noun Project
×
quick dirty often
controlled occasional>
BuildProduct
Cycle
Learn
Measure
Recruit users
Write script
Schedule tests
Conduct testConsolidate results
Extract learnings
Spec build changes
Adjust hypotheses
Choose user tasks
Usability Testing in the Product Cycle
Getting started
Rapid UX Design Consulting for Apps & Web Services
Alpha Launch×$! .5#
Alpha PaperPrototype Beta
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UX is everyone’s responsibility.
UX Design is a profession, and a skill.
chris@aqworks.comご質問、フィードバックなどを気軽にどうぞ
@aq_jp フォローを宜しくお願いします。
h!p://aqworks.comケーススタディー、UX/UIデザインのエッセー等
ありがとうございました！Thank You!
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