no design without research
TRANSCRIPT
Memi Beltrame
Image Attribution: Flickr User (nz)dave
Frontend conference Zurich 2012
No Design without Research
Trust me
THis is you:
DesignerAll they Everwant is PONies
your Customer:
The Price you payfor making BusinessDrinkable
Rainbows! Want!!!
«They‘re Never Gonna Pay for it»YOUR MISSION
Make the Customer want to have the best for the users
Research
W. Edwards Deming
« In God We trust,The rest Bring Data »
Gut feeling takes you only so far.(So does research, btw)
Bene!ts of Research
★Handles Assumptions★Helps to understand★Helps to focus
Research confronts existing assumptions.
Customers stick to their assumptions.
Relentlessly.
Focus on what matters
You Don‘t Sell Features, You Built Features.You Sell Benefit.Mike Monteiro
You Don‘t Sell Features, You Built Features.You Sell Benefit.Mike Monteiro
Barriers to Research
★Money (and time)
★Assumptions on Scope
«They‘re Never Gonna Pay for it»
Money
Let the customer say no.
Don‘t Low-Ball, Don‘t Foreclose
The Price you payfor making Business
Research:
«We know what we want, Here are the Specs »
Scope
Say No.Implementing specs is not design, it‘s decoration
«We Need a Redesign»
«We Need a Redesign»
«I Need A Bypass»
«We did Market Research»
Scope
OFTEN FOCUSES ON THE PEOPLE who buy the Product
and IGNORES THOSE Who use it
Market Research
Catfood
Types of Research
★Other‘s Research★Stakeholder Research★User Research
Other‘s ResearchGET it!
IT‘S CHEAP!
10% of men are color blind
1 in 10 men can‘t see a difference here:
Smartphone Operating Systems in CH
10%4%
6%5%
23%
52%iPhone
Android
Others
Windows
Symbian
I don‘t know
Stakeholders
Identifying Stakeholders★ Decision Makers
★ Funders
★ Champions
★ Showstoppers
★ Affected People
You should get to say who has a seat at the table.
Stakeholder Research★ Get to know the business
★ Find out about strategy & scope
★ Learn about perceived risks
★ Content Strategy: Find out about the creation, delivery and governace of content
Stakeholder research
➔ Determine Target-groups:Who are we focussing on, who explicitly not.
Strategy & scope
Stakeholder research
➔ Elevator pitch: Formulate a concise vison for the project
Strategy & scope
Strategy & scopeStakeholder research
➔ Business value poker: find out which parts of the project matter to the customer.
Risk assessmentStakeholder research
➔ „Pre Mortem“ activity to give the customer an early opportunity to express fears
Content StrategyStakeholder research
A Note of Warning
Content StrategyStakeholder research
★ Content Audit: assess all available content and define its state (Redundant, Outdated, Irrelevant)
★ Define what is to happen with the content until when
★ Help establish ownership & responsibility
Content Audit
Crucial
Trivial
Short-livedLong-Lasting
Automate
Get Rid of
➔ The usage of real data for designsimplies the existence of real data!
Users
QuantitativeQuantitativeHow many? How often?Why and how?
Contextual InquiryObservation
Analysis
InquiryWhat people say
What people do
What people didObservation
Focus Groups
Unstructured interviews Surveys
Structured Interviews
User Diary
Userstatistics
User Research Methods
Source: Moser, Chistian „User Experience Design“. 2012, Springer Vieweg
User Research★ Find out what users really need★ Find out how they react to your
work★ Find out how they behave
Find out user needs
➔ User workshops
➔ Card sorts
User research
Find out user needsUser research
★ User interviews
★ User observation
Find out user reactionUser research
➔ Test running site to find out shortcomings
Find out user reactionUser research
➔ Test prototypes in user tests
Find out user reactionUser research
➔ Test navigations in tree-tests
Find out user behaviourUser research
➔ Analyse Server Logs and User Data
Find out user behaviourUser research
★ Site search Analysis
★ Use Anlytics to create funnels and track user behaviour
Resources
Kristina HalvorsonMelissa Rach
Dave GraySunni BrownJames Macanufo
Kim Goodwin
Books
Tools
http://silverbackapp.com
http://www.optimalworkshop.com
Recap
Do research.It‘s good for you.
Thanks!On Twitter: @bratwurstkomet
I work at Liip, Zurichhttp://liip.ch