ux research & pp projects @uxscotland 2014
DESCRIPTION
I gave this presentation at UX Scotland 2014. I talked about UX Research in the product development process and discussed different methods and methodologies that can be used to generate user insights at different stages of the design process. The session focused on my experience as UX Research Manager in Paddy Power.TRANSCRIPT
The Right Tool for the Job Choosing the right UX Methodologies
& Methods to answer your UX Research Questions
@Abijreynolds
1. UX Research in general
2. Specific examples
Methodology Vs Method
Methodology
The approach or principles that guide our research. Methodology explains why we’re using certain methods or tools
Methods Research methods are the techniques or processes that we use in our research.
the WHY
the HOW
From video Google - Agile UX Research Practice in Android
Which Approach?
Discovery (explore)
Needs Analysis
(define)
Design (optimise)
Performance
(measure)
• Focus groups, • In-depth interviews, • Diary studies • Stakeholder
Interviews
• Customer Journey • Mental Model map • Personas • Contextual Enquiry
• Usability Testing
• Hall Testing • Co-design
• A/B test • Competitive
Benchmark • Surveys
Which Approach?
Product Development
For an explanation on methods see www.usabilityfirst.com/usability-methods/
# UX RESEARCH
It’s the approach that is important;
the method is secondary
What do YOU
Think?
Research question number 1.
We want to know what to do to make our product better than the competition
Q1. We want to know what to do to make our product better than the competition
Research question Number 2. We have lots of people visit our website (car hire)
every day but only 20% of visitors enter the booking process
Q2. We want to know why users are bouncing from our homepage
I’m a great App, if People would just get to know me
Stephen P Anderson Seductive Interaction Design
Research question number 3.
We want to introduce a new menu button design but are unsure how best to integrate
it into current app
Q3. We want to test a new button design
# UX RESEARCH
Often a combination of approaches &
methods work best
# UX RESEARCH
Use Quant. to test assumptions and Qual.
to find out what you dont know…
Really great products come from melding two points of view—the technology point of view and the customer point of view. You need both.
Steve Jobs
Ethnographical
Research Panel
Internal UX Labs
Ethnographical Mobile Research
• Research “in the Wild” • Take research out of the lab Observe
users in their natural real world setting
Ethnographical Research
•Why?
• To capture ‘in the moment’ thought processes and behaviours
• To identify areas for innovation
Ethnographical Research
• Upload Text, photo or Video
• Mobile
• Record YOUR Story
• Social Media
• Models Natural Behaviour
EthOS
1st Screen 2nd Screen
Sequential Simultaneous
# ETHNOGRAPHICAL RESEARCH
It’s about letting the
Conversations Emerge not
Leading them
ETHNOGRAPHIC RESEARCH
Consider what you want as output beforehand e.g. Journey Map? Day
in the Life?
Research panels
Research Panel
“A custom online panel or Internet access panel is a group of pre-screened respondents who have expressed a willingness to participate in surveys and/or customer feedback sessions” Wikipedia.
• Why?
• Quicker turnaround of research and instant feedback
• Solve recruitment problem (takes time) • Idea generation
•Partnership with customers
Research Panel
• Different levels
• We went with specialist software
• We ran pilot with a secondary brand (of PP)
• Consider – Recruitment of users
– Set up programme of research activities/project planning
– Maintenance of panel
What is involved
Lessons • Need a large pool of customers to
target
• Consider motivations and rewards
• “rewards and then voicing opinion” sited as most important reasons to join
# RESEARCH PANELS
Takes time to build up community. Target customers who are
engaged with the
brand.
Setting up in House UX Labs
•Why? • To have more flexibility
and control over testing
• Recover costs over time
UX Research Labs
To establish a Culture of Testing in Product development
Dublin
UX Research Labs
London (mirror)
• Space (s) – Test Room, Observation room and Participant waiting room
• Set-Up – Video feed or one way mirror
– Record and display activity on various devices
– Consider remote observation
– Consider Internet speed and processing speed of laptops
• Test Processes – Recruitment, Check-lists testing & Set-up
• Stakeholder Management – Attendance, contribution and promoting testing
To Consider
Lessons • Leave recruitment to the
recruiters
• Keep formal research practices
• Management of observation room & Stakeholders
# UX RESEARCH LAB
Make UX Research Lab unbranded & friendly
to avoid bias.
A Recap
# UX RESEARCH
UX Research: It’s the approach that is important; the method is secondary Often a combination of approaches & methods work best Use Quant. to test assumptions and Qual. to find out what you dont know
# ETHNOGRAPHICAL
Ethnographical Research It’s about letting the Conversations emerge not Leading them
Consider what you want as output beforehand e.g. journey map? Day in the life?
# UX RESEARCH LAB
Internal Research Lab Make UX Research Lab unbranded & friendly to avoid bias
About embedding a culture of UX and user insights into product development
Set of approaches and tools for Different Jobs
IMPROVING THE USER EXPERIENCE
55 North Castle Street Edinburgh EH2 3QA Tel: 0131 225 0853
www.uservision.co.uk
Abi Reynolds Principal Consultant
http://uxfactor.wordpress.com
@abijreynolds