ux field research basics chicago camp 2017

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UX Field Research Basics David Farkas UXCamp, February 2017

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Page 1: UX Field Research Basics Chicago Camp 2017

UX Field Research BasicsDavid Farkas UXCamp, February 2017

Page 2: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Who is this guy?Philadelphia Based UX

EPAM

@dafark8

Co-Author of UX Research

Page 3: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Today’s PlanSection 1

Planning & Preparation

Section 2

Out in the Field

Section 3

Finding the Patterns

Page 4: UX Field Research Basics Chicago Camp 2017

#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

Page 5: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

1. Validates initial assumptions and existing research

2. Ensures you cover all necessary topics

3. Helps session flow smoothly

Why Plan?

Page 6: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

WorkproductsTools of the Trade

In reporting research results, the two most important words are “So what?”.

- Dan Brown

Page 9: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Interview Guide• Opening script

• Contextual sections

• Goal Based questions

• Align with project goals

• Challenge assumptions

Page 10: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Introduction Packet• Pre-introduce yourself

• Provide your background

• Provide key contact information

• Include your picture

Page 11: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Travel Logistics• Map out routes

• Estimate travel time

• On the Road

• Within Offices

• Plan breaks and meals

• Avoid over-scheduling

Page 12: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Team Instructions• Avoid asking questions

• Opportunity to ask question

• Control non-verbal reactions

• Stay focussed

Page 13: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Notes Worksheet• Key for multiple research

teams

• Aids in synthesis and analysis

• Eases on boarding of support/additional team members

Page 14: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Asking Good QuestionsThe hardest part of the job

The hard part is translating our big research questions into good interview questions.

- Colin MacArthur

Page 15: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

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

Page 16: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Structure of a Question

Page 17: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Trademarks of a QuestionGood Questions Are:

• Open-ended

• Balance specificity

• Flow naturally

Bad Questions Are:

• Leading

• Shallow

• Personal or unconscious bias

Page 18: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

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

Page 19: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Self-Recruiting• Cold Calls

• Live Recruiting

• Email Blasts

• Screening

• Surveys

• Friends & Family

Page 20: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Outsourcing Recruiting• Market Research Firms

• Online User Groups

• Client Recruiting

• Online Testing Tools

Page 21: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

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

Page 22: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Logistics - An Overview• Travel Time

• Office or Cities

• Building Access

• Dress Code

• Workspace

• Office or Coffee Shop

• Technology is not your friend

Page 23: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Tech Checks• Testing technology before

each session

• Checklists:

• Start of day

• Start of session

• End of session

• End of day

Page 24: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Managing Documents• Consent Forms

• Honorariums

• Discussion Guides

• Notes Forms

• Recordings

• Photos and Images

• Storage!

Page 25: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

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

Page 26: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Section 2Facilitating Research

As a UX researcher, it’s imperative to remain neutral and unbiased.

- Kyle Soucy

Page 27: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

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

Page 28: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Managing Flow• Start easy

• Build to complexity

• Know when to back off

• Know when to push further

Page 29: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

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

Page 30: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Body Language• Verbal signs

• Non-verbal signs

• Facial expressions

• Body language is a two-way street

• Mirroring

• How are you perceived?

Page 31: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Energy Levels• Treat every session as your

first

• Change roles

• Don’t over schedule

• Take breaks

• Coffee (all the coffee)

Page 32: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Debrief Sessions• Daily debrief sessions

• Team sessions

• Client sessions

• In person

• Remote

Page 33: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

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

Page 34: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Consolidate Data• Define your data points

• Gather all notes & transcripts

• Identify key data points

Page 35: UX Field Research Basics Chicago Camp 2017
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Page 38: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

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/

Page 39: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

What Story Do You Tell?• Business strategy

• Product roadmap

• Discoveries & opportunities

• Identify additional research

• Identify knowledge gaps

Page 40: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

What We CoveredSection 1

Planning & Preparation

Section 2

Out in the Field

Section 3

Finding the Patterns

Page 41: UX Field Research Basics Chicago Camp 2017

#PracticalResearch @dafark8

Thank You!Now Available!

David Farkas @dafark8

Brad Nunnally @bnunnally