ux field research basics chicago camp 2017
TRANSCRIPT
UX Field Research BasicsDavid Farkas UXCamp, February 2017
#PracticalResearch @dafark8
Who is this guy?Philadelphia Based UX
EPAM
@dafark8
Co-Author of UX Research
#PracticalResearch @dafark8
Today’s PlanSection 1
Planning & Preparation
Section 2
Out in the Field
Section 3
Finding the Patterns
#PracticalResearch @dafark8
Section 1Planning & Preparation
Once I have a well-defined question, it’s simple to identify which information resources will best answer it, and then collect, merge, and analyze them to answer the question.
- Matt Wakeman
“
#PracticalResearch @dafark8
1. Validates initial assumptions and existing research
2. Ensures you cover all necessary topics
3. Helps session flow smoothly
Why Plan?
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WorkproductsTools of the Trade
In reporting research results, the two most important words are “So what?”.
- Dan Brown
“
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Test Plan• Project Background
• Overall purpose
• Determine Methodologies
• Communicate Outcomes
Template: http://www.usability.gov/how-to-and-tools/resources/templates/ux-study-overview-template.html
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Recruitment Screener• Guided Survey
• User Profile Breakdown
• Demographics
• Behaviors
• Scheduling
Source: http://www.usability.gov/how-to-and-tools/resources/templates/usability-test-screener-website-example-1.html
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Interview Guide• Opening script
• Contextual sections
• Goal Based questions
• Align with project goals
• Challenge assumptions
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Introduction Packet• Pre-introduce yourself
• Provide your background
• Provide key contact information
• Include your picture
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Travel Logistics• Map out routes
• Estimate travel time
• On the Road
• Within Offices
• Plan breaks and meals
• Avoid over-scheduling
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Team Instructions• Avoid asking questions
• Opportunity to ask question
• Control non-verbal reactions
• Stay focussed
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Notes Worksheet• Key for multiple research
teams
• Aids in synthesis and analysis
• Eases on boarding of support/additional team members
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Asking Good QuestionsThe hardest part of the job
The hard part is translating our big research questions into good interview questions.
- Colin MacArthur
“
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A good question seeks to explore the unknown in a targeted and guided way, while putting the participant at ease to open up and provide feedback you might not have expected or anticipated.
Good Questions, Defined
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Structure of a Question
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Trademarks of a QuestionGood Questions Are:
• Open-ended
• Balance specificity
• Flow naturally
Bad Questions Are:
• Leading
• Shallow
• Personal or unconscious bias
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RecruitmentFinding the Right People
Without (recruiting) and the users it brings, all other parts of designing a product or service fall back on the team’s assumptions.
- Jeremy Canfield
“
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Self-Recruiting• Cold Calls
• Live Recruiting
• Email Blasts
• Screening
• Surveys
• Friends & Family
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Outsourcing Recruiting• Market Research Firms
• Online User Groups
• Client Recruiting
• Online Testing Tools
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LogisticsManaging Your Day
“If you approach the problem incorrectly or without mindful thought, then your entire solution may be false - or at best ineffective.
- Ron Strawbridge
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Logistics - An Overview• Travel Time
• Office or Cities
• Building Access
• Dress Code
• Workspace
• Office or Coffee Shop
• Technology is not your friend
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Tech Checks• Testing technology before
each session
• Checklists:
• Start of day
• Start of session
• End of session
• End of day
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Managing Documents• Consent Forms
• Honorariums
• Discussion Guides
• Notes Forms
• Recordings
• Photos and Images
• Storage!
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Dry Runs• Perfect Practice Prevents Piss
Poor Performance
• Practice
• Practice
• Practice
• then practice one more time
http://www.nasa.gov/multimedia/imagegallery/image_feature_1979.html
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Section 2Facilitating Research
As a UX researcher, it’s imperative to remain neutral and unbiased.
- Kyle Soucy
“
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Introductions & Warming Up“Hi, my name is…”
• Set a friendly tone
• Break down barriers
• Establish trust
• Humanize yourself & your team
• The art of small talk
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Managing Flow• Start easy
• Build to complexity
• Know when to back off
• Know when to push further
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Improvisation in Research• Build off feedback
• Support your players
• The participant is the star
• Failure is OK
• Build off experiences and have an open mind
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Body Language• Verbal signs
• Non-verbal signs
• Facial expressions
• Body language is a two-way street
• Mirroring
• How are you perceived?
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Energy Levels• Treat every session as your
first
• Change roles
• Don’t over schedule
• Take breaks
• Coffee (all the coffee)
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Debrief Sessions• Daily debrief sessions
• Team sessions
• Client sessions
• In person
• Remote
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Section 3Analysis & Reporting
The real key to unlocking game-changing opportunities for growth is to deeply understand the people you are looking to serve.
- Ofer Deshe
“
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Consolidate Data• Define your data points
• Gather all notes & transcripts
• Identify key data points
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Find Your Story• Who is your audience?
• What do you want to achieve?
• What should you use to communicate that goal?
https://www.flickr.com/photos/rosenfeldmedia/25672123376/in/album- 72157665621011091/
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What Story Do You Tell?• Business strategy
• Product roadmap
• Discoveries & opportunities
• Identify additional research
• Identify knowledge gaps
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What We CoveredSection 1
Planning & Preparation
Section 2
Out in the Field
Section 3
Finding the Patterns
#PracticalResearch @dafark8
Thank You!Now Available!
David Farkas @dafark8
Brad Nunnally @bnunnally