the ux playbook: tools, tips, & tricks
Post on 20-Sep-2014
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Instructor: Amy Bucher In the world of UX design, there's a mound of resources and methodologies that provides the basic backbone of developing a great product. From research, to testing, to interviewing techniques, and surveys, there certainly isn't a shortage of tools to get the job done. But how do you sort through each tool and best apply it to fit your needs at hand? In this course we will review some of the methods you can use to better understand your users, what they want from your product, and what their experience is using your product. The focus is on the type of data you can gain through each approach and how it might impact your product, as well as some tips on getting the research done on a budget. You'll Learn the Fundamentals Heuristic testing Research techniques, including In-depth interview (IDIs) and focus groups Paper prototyping Ethnographic observation SurveysTRANSCRIPT
presents
The UX Playbook: Tools, Tips, & Tricks
AMY BUCHER @ab_phd
Amy BucherAmy Bucher is a behavioral scientist and strategist with expertise in qualitative and quantitative methods, program design, behavioral research, and market research. With a PhD in Psychology, she designs and writes tailored web-based health coaching programs that effectively motivate and support behavior change for users. Her areas of focus include problem definition and solution development, systematic and creative research to support strategic actions, and communication across multiple formats and audience types.
Amy Bucher, Ph.D. ([email protected])
User Research Tools, Tricks, & Tips
Amy Bucher, Ph.D. [email protected]
Amy Bucher, Ph.D. ([email protected])
Questions you can answer with research
• Do people want to use my product? • Do people know HOW to use it? • Who is the target audience for this product? • Does my product work? • How will people use it? • What enhancements should I make, and in what order?
Amy Bucher, Ph.D. ([email protected])
But be careful!
• People are nice !
• People are liars !
• Not all people are your target customer !
• The big question: So what?
Amy Bucher, Ph.D. ([email protected])
Types of Data
Qualitative• Words • Thematic analyses • Good way to gather general
or broad information • Rule of thumb: Fewer
participants
Quantitative• Numbers • Statistical analyses • Good way to gather specific
or targeted information • Rule of thumb: More
participants
Amy Bucher, Ph.D. ([email protected])
Getting participants
Personal network Online Locally
Professional research partner
Less $ More $
Amy Bucher, Ph.D. ([email protected])
DO PEOPLE WANT TO USE THIS PRODUCT?
Amy Bucher, Ph.D. ([email protected])
LaunchRock Version A
Amy Bucher, Ph.D. ([email protected])
LaunchRock Version B
Amy Bucher, Ph.D. ([email protected])
DO PEOPLE KNOW HOW TO USE THIS PRODUCT?
Amy Bucher, Ph.D. ([email protected])
Choose evaluators
Define tasks to be performed with product
Observe users complete tasks
Heuristic Evaluation
Amy Bucher, Ph.D. ([email protected])
How many users do you need?
0
25
50
75
100
0 4 8 11 15
Number of evaluators
Percen
t of e
rrors d
etected
4-‐6
Nielsen, J., and Landauer, T. K. (1993). A mathematical model of the finding of usability problems. Proceedings of ACM INTERCHI'93 Conference (Amsterdam, The Netherlands) pp. 206-‐213.
Amy Bucher, Ph.D. ([email protected])
• Enroll in the weight management program !
• Start the program activities
Amy Bucher, Ph.D. ([email protected])
Finding: Multiple programs fit people’s schema for “weight management”
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
WHAT IS MY TARGET MARKET?
We Understand What Motivates UsersActivating individuals based on attitudes and approach to health
I’m already stretched taking care of work and family. For me to focus on my own well-‐being, it has to be a company goal that I have team accountability for.
Motivated Team Player
Help! It’s scary to think about how much I need to do and whether I can even do it. Frankly, I don’t even know what the first step should be.
Skeptical Starter
I’m already on the fitness bandwagon. It’d be great if my company provided me some resources, but my challenge is simply consistency.
Energized Champion
What and when I do is up to me and it will be on my own terms. It’s not something I want my employer / coworkers concerning themselves with.
Free Agent
There are much bigger issues to be dealt with before I can even think about health & wellness.
Committed Multi-‐Tasker
Sharing the journey really keeps everyone’s momentum up. We learn from, help and encourage each other, and we have fun along the way.
Booster Clubber
Source: Wellness & Prevention, Inc. Landmark Study of National Employers, 2009
SAMP
LE
Amy Bucher, Ph.D. ([email protected])
Survey Questions
• Setting user expectations • Validity and reliability – Types and considerations – Using existing instrumentation – Knowing when it matters
• Design consistency • Avoiding confounds • Reverse scoring
Amy Bucher, Ph.D. ([email protected])
User Expectations
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Type of va lidity W ha t does it m ea n W ha t inform a tion is needed
I nterna l What you did in a study caused the results of the study ! manipulations affected outcomes
Ruling out alternative causes; replication with different populations and settings
Fa ce Do the questions appear or look like they relate to the construct of interest?
Intuition; does it look right to you?
Cri t er ion Does your measure predict real-world outcomes related to the behavior of interest?
Data on actual behavior; does it correspond to scores on your measure?
Externa l The degree to which a measure’s conclusions hold for other people at other places and times; generalizability
Random sampling; generalizing carefully (not making broad claims); replications of study in multiple settings
Amy Bucher, Ph.D. ([email protected])
Design Consistency
How much do you like our product? !!I am likely to recommend your product to my friends.
How much do you like our product? !!How likely are you to recommend our product to your friends?
Not at all Very much 1 2 3 4 5 6 7
Not at all Very much 1 2 3 4 5 6 7
Not at all Very much 1 2 3 4 5 6 7
Yes No 1 2 3 4 5
Amy Bucher, Ph.D. ([email protected])
Avoiding Confounds
How much do you like our product and think you would recommend it to your friends?Not at all Very much 1 2 3 4 5 6 7
How much do you like our product? !!How likely are you to recommend our product to your friends?
Not at all Very much 1 2 3 4 5 6 7
Not at all Very much 1 2 3 4 5 6 7
Amy Bucher, Ph.D. ([email protected])
Reverse Scoring
• I would recommend Product X. !
• I like Product X. !
• Product X helped me lose weight. !
• Product X is different from anything else ever.
• I would not recommend Product X. !
• I do not like Product X. !
• Product X did not help me lose weight. !
• There are many products like Product X.
Amy Bucher, Ph.D. ([email protected])
WHAT ENHANCEMENTS SHOULD COME NEXT?
Amy Bucher, Ph.D. ([email protected])
“Paper” Prototyping
Amy Bucher, Ph.D. ([email protected])http://www.klasharris.com/
Amy Bucher, Ph.D. ([email protected])http://blog.shamess.info/
Amy Bucher, Ph.D. ([email protected])
http://ctumaghap.wordpress.com/
Amy Bucher, Ph.D. ([email protected])
Balsamiq Mockups
Amy Bucher, Ph.D. ([email protected])
HOW WILL PEOPLE ACTUALLY USE THIS PRODUCT?
Amy Bucher, Ph.D. ([email protected])
Observational Research
Amy Bucher, Ph.D. ([email protected])
Products of Observation
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
HOW SHOULD I MARKET THIS PRODUCT?
Amy Bucher, Ph.D. ([email protected])
“Feelings Toolkits”
Amy Bucher, Ph.D. ([email protected])
Plotting Claims
Amy Bucher, Ph.D. ([email protected])
IDEA GENERATION
Amy Bucher, Ph.D. ([email protected])
Focus Groups
Amy Bucher, Ph.D. ([email protected])
Optimizing Your Group
• Recruitment criteria !
• Moderator/facilitator guide !
• Props or stimuli
Amy Bucher, Ph.D. ([email protected])
DOES THIS PRODUCT WORK?
Amy Bucher, Ph.D. ([email protected])
In-‐Depth Interviews (IDIs)
• Usually a single respondent • Use open-‐ended questions • Have a semi-‐structured format • Seek understanding • Audio-‐ or video-‐recorded
Amy Bucher, Ph.D. ([email protected])
Advantages of IDIs vs. Focus Groups
Build rapport Probe more deeply
Discuss sensitive topicsLess expensive
Less directive
Amy Bucher, Ph.D. ([email protected])
I NEED TO FIX SOMETHING! PRIORITIZING IMPROVEMENTS
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Additional Resources
• Balsamiq Mockups: http://balsamiq.com/ • LaunchRock: http://launchrock.co/ • Unbounce: http://unbounce.com/ • GreenBook: http://www.greenbook.org/ • Stanford D-‐School: http://dschool.stanford.edu/use-‐our-‐methods/
• Usability.gov: http://www.usability.gov/what-‐and-‐why/user-‐research.html