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@wickedgeekie #uiux2018 It’s time to research our designs better. Here’s how. Sophie FREIERMUTH, UX designer and researcher Baguette UX, London

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Page 1: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

It’s time to research our designs better.

Here’s how.Sophie FREIERMUTH, UX designer and researcher

Baguette UX, London

Page 2: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

In this short talk1. Why and when to conduct research with (future) customers

2. How to prepare

3. Facilitating a research sessions

4. Analysing the data gathered

5. After the research

6. How to thrive when doing research

Page 3: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie@wickedgeekie

1/6.Why and when to

research with customers

Page 4: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie@wickedgeekie

Page 5: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Test because you need to learn

Page 6: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Test when you need to learnExamples:

• How digitally-savvy are the users?

• What’s their context of use?

• What’s their unique purpose or objective?

• What else are they trying to do?

Page 7: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie@wickedgeekie

2/6.How to prepare

Page 8: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Shift your mindsetfrom design to research

• feature

• functionality

• colours, images

• typography, icons

• job

• task

• “I understand /not”

• “I can /not”

Page 9: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Test what you need to learnExamples:

• Can the user complete [task] easily and quickly?

• Do they understand what they are doing?

• Are they filling in the correct information?

Page 10: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Design just enough

• Most common case

• Minimal branding when testing functionalities

the less you know, the less you design

Page 11: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie

sorry!can’t show you this!

@wickedgeekie#uiux2018

Page 12: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Have ready1. An end-to-end task and key questions

2. Forms for permission to record

3. Recording kit

4. Curiosity and willingness to be wrong

Page 13: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie@wickedgeekie

3/6Facilitating a research

session

Page 14: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie@wickedgeekie#uiux2018

Page 15: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie@wickedgeekie#uiux2018

Page 16: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Very important

• The recording WILL FAIL

• Take notes!

Page 17: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Page 18: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Page 19: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Facilitate the sessionExamples of introductions:

• “It’s a prototype that helps us talk about what’s needed, it’s not the final product”

• “It’s ok to try things, they may not work”

• “you cannot be wrong, we know it’s not 100% good yet, this is why we need you to tell us what’s not working for you”

Page 20: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

East/West• Everyone will generally try to be nice and say

intelligent things

• Westerners: not afraid of bad mouthing designs (but do they mean it?)

• Eastern users: not afraid of being very creative in their polite answers (but what do they teally mean?).

Page 21: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Handle limiting beliefs

(1)

“Tell me of a recent occasion when you tried to do [this thing my product should help you do], what happened?”

Page 22: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Handle limiting beliefs

(2)

“What needs to be changed to make this work better for you?”

Page 23: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Handle limiting beliefs

(3)

“That’s an interesting suggestion, can you tell me more about when you last needed [what they just said]?”

Page 24: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Good facilitators are ok with• Things going wrong

• The user getting confused or frustrated or unsure

• Helping the user (re)gain confidence

• Having no opinion during research sessions

Page 25: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie@wickedgeekie

4/6.Analyse your research

@wickedgeekie#uiux2018

Page 26: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

We don’t talk about it

facilitating well is very hard, yet it’s not the hardest thing

Page 27: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Analysis is the hardest part• The better the notes, the better the analysis

• Observe and understand the data - rather than think of solutions

• Come back to why you are testing - stay focused

• You must be able to explain your method

Page 28: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Put your findings together• Create a table or chart:

• importance / severity of the issue

• type of issue: usability? cognition? other?

• Prioritise findings: must fix now/later, main/edge case, needs more design/more research, remove

Page 29: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

What about the research report?

• write just enough

• nobody reads them after page 2

• never try to transform qualitative data into quantitative data

Page 30: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie@wickedgeekie

5/6.After the research

@wickedgeekie#uiux2018

Page 31: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Make a show of your research

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Page 32: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie@wickedgeekie

6/6.How to thrive when doing

research

@wickedgeekie#uiux2018

Page 33: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

Remember this

The designer may know better

yet the user is always right

Page 34: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

How to thrive when researching your designs

1. Be curious

2. Be ok with being “wrong”

3. Research when you still have time to change the design!

4. It takes practice to become a good researcher, be patient!

Page 35: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

One last thing“How many users must I test with to have good insights?”

Usability issues: you will find 80% of problems with 6-8 users

Everything else: test until you find a pattern (hear the same things) - the more the better.

Page 36: It’s time to research our designs better. Here’s how....• “It’s a prototype that helps us talk about what’s needed, it’s not the final product” • “It’s ok to

@wickedgeekie#uiux2018

That’s it folks!• Book me to train/coach your team in user research and UX

• Get in touch with me on LinkedIn: Sophie Freiermuth

• Email me at [email protected]

• I will publish these slides on SlideShare

• Follow me on Twitter and ask me questions: @wickedgeekie


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