Date post: | 17-Jul-2015 |
Category: |
Marketing |
Upload: | productcamp-boston |
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RETHINKING CUSTOMER RESEARCH:
Achieving Breakthrough Insights
CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI
Perfetti Media www.perfettimedia.com 1
Why UX research?
Doug Dietz
Principal Designer, GE Healthcare
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What prevents your team from conducting customer research?
Not enough time
Not enough staffSlows the team down
Little buy-in from management
Unsure where to start
Too scientific
Unsure where to find users
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It’s about quality, not quantity
Your choice of research project matters
Identify a champion
Focus on quick wins
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Review the analytics
Data sources
• Visitor traffic and server logs• Conversion funnels• Search engine logs
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800,000 of Microsoft’s pages have never been loaded from the server
Web analytics are a great starting point
Web analytics highlight potential problem areas
Tell us what is happening with the product or web site
Don’t tell us why users behave in a certain way
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Web analytics have limitations
Balance quantitative with qualitative research
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MAKE PRODUCT IMPROVEMENTS
A usability test involves putting your users in front of your product and
observing what they do
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Running a test session
• Greet the user• Explain to user how the test will work• Give the users tasks to complete• General Q&A• Debrief with observers
Tests can be fast
5 Second Tests: Quick technique for measuring web site content pages
• Takes less than 10 minutes to run• Measures if content pages quickly communicate
their purpose
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Sharing your pictures online
• You want to post pictures online from your last vacation
• You are concerned that the upload process will be difficult
• How confident are you that you can easily and quickly upload photos?
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Sharing your pictures online
• You want to post pictures online from your last vacation
• You are concerned that the upload process will be difficult
• How confident are you that you can easily and quickly upload photos?
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Sharing your pictures online
• You want to post pictures online from your last vacation
• You are concerned that the upload process will be difficult
• How confident are you that you can easily and quickly upload photos?
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Start with the problem, not the solution
Ethnography
It’s lean: Fast, cheap, and informal
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• You are the apprentice• Focus on the person• Focus on the present and past• Avoid leading questions• Ask open-ended questions
Ethnography tips
ENCOURAGE COLLABORATION
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Can we come back tomorrow?
• Pick a project that makes an impact
• Start small
• Conduct quick tests
• Involve the entire team
• Start today!
Remember to ...
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