Date post: | 04-Jul-2015 |
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Design |
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Building a Successful Productfrom a User Experience Researcher’s point of view
@dianeloviglioApril 2012
#500strong #research
Workshop
- Why do user research- How to recruit the right people - write a screener - promote your screener - select interview participants- How to learn about those people - write an interview script - conduct an interview - take notes and collect artifacts
Ethnography Usability
Why User Research?
gain empathy
their motivationstheir values their needs
their behaviors
Screener
- used to recruit the users for your research study
- no more than 10 questions
- doesn’t use any branching
- a researcher’s tool
Survey
- used to make charts/graphs and draw conclusions
- gazillion questions
- can use complicated logic
- a marketer’s tool
vs
Tips on Writing Screeners• Put incentive upfront in the description
• Don’t make any question required
• Start easy and broad eg: type of smartphone
• When enumerating always make other an option
• Add at least one open ended question
• Always ask for first name and email or phone as last questions
• Include the exact times and locations of the interviews
• Don’t use any branching logic
• Keep it to 10 questions
Promoting Your Screener
• place-specific people - touristy spot, farmer’s market
• current customers
• personal networks
• twitter - #competitor’s company @specific people
• facebook - ads, fan pages - no spamming :)
• linkedin - status updates, group admins
• places where they hang out online - groups, forums
• have people you know post it on your behalf
• craigslist as a last resort
Selecting Interview Participants
• variety from each question
• interesting use cases eg: iphone and android tablet
• ones who pique your interest from the open ended q’s
• ones who completed the whole form and didn’t skip q’s
Tips on Writing Interview Scripts• Re-ask 1 or 2 screener questions
• Include time estimates for each section
• Ask open ended questions
Who, What, Where, When, Why, How
• Ask about specific times, NOT how often
• Ask about the past, not the future
• Get them to tell you stories, not just answer your questions
• Give them activities to do, so you have artifacts afterwards
Tips on Conducting Interviews• Let them do 90% of the talking
• Leave awkward moments of silence
• Follow up with “tell me more”
• Bring another person with you to be your notetaker
• Take notes - timestamped in Excel
• Record with Flip cameras, or screenflow, skype, etc if remote
• Call them out on inconsistencies and ask for clarification
• Break up the talking with little activities eg: drawing, timelines etc