Thank yous‣ UXPA-DC Team
- John Whalen - President
- Sree Bhandaram - VP
- Andrew Stevens - Treasurer
- Stephanie Pratt - Secretary
‣ Speakers
- Cory Lebson
- John Whalen
- Faz Besharatian
- Stephanie Pratt
Agenda‣ 08:30 -9:00: Breakfast/Coffee
‣ 09:00 - 09:15: Introduction to UX
‣ 09:15 - 10:15: UX Fundamentals
‣ 10:15 - 10:30: Morning Break
‣ 10:30 - 11:30: User Research
‣ 11:30 - 12:30: Lunch Break
Agenda‣ 12:30 - 01:30: UX Strategy (From User Research to Strategy: Design
Thinking and Design Studios)
‣ 01:30 - 02:45: Wireframing/Prototyping
‣ 02:45 - 03:00: Afternoon Break
‣ 03:00 - 04:00: Usability Testing
‣ 04:00 - 05:30: Meet Seasoned Professionals and get One-on-One advice/Networking/Happy Hour (Drinks and snacks included)
User ResearchJohn Whalen, PhD Principal, Strategy & User Experience [email protected] brilliantexperience.com @brlexp
Agenda‣ What types of user research are there?
‣ When to use them?
‣ Focus on:
- Contextual Inquiry
- Personas
- Journey Maps
What types of user research are there?‣ Qualitative
‣ Usability testing
‣ moderated
‣ unmoderated
‣ remote
‣ Contextual Inquiry
‣ Ethnography (e.g., longterm)
‣ Interviews
‣ Focus Groups
‣ Workshops
‣ Quantitative
‣ Surveys
‣ Behavioral Analytics
‣ Conversion Data
‣ A/B Testing
Remote Sessions (15):
Webex Audio/Video
In-person Sessions (15):
Locations:
Chicago (3)
Washington, DC (4)
New York (6)
Boston (2)
Individual Interviews
Consumer! Lawyer! Banker!
Neuroscien2st! VAD7Nurse! Drug7Researcher!
Farmer! Federal7Administrator! Mom7/7Chauffeur! User Research
Examples
Contextual Inquiry
IS:
‣ “Fly on wall” or participating
‣ Watch people as they work
‣ Learn their work as if they are going on vacation and you will take over
‣ Capture real-life activity and challenges
‣ Identify gaps in tools / processes
‣ Detailed consideration of each individual (qualitative)
‣ About behavior
Contextual Inquiry
IS NOT:
‣ User testing
‣ Asking about preferences
‣ Asking for solutions
‣ Testing prototypes
‣ Surveying
Learn how they make decisions
Persuasion During Buying Process
“I want one but…”
“What’s that?”
“Oh Cool” “Why would I want one?”
“Is it any good?”
“Conversion” “Is it worth that price?”
Likability Free
Commitment Intrigue
Endowment Aesthetics
Narrative Achievement Reputation
Authority Social Proof
Framing Anchoring Mimicry
Loss Aversion Status Quo
Effort
Scarcity Loss Aversion
Ownership
Identifying Patterns‣ “Day in the life”
‣ Little nuggets -> bigger picture patterns
‣ Real world problems with service/product designs
‣ How they are thinking and approaching a problem
‣ (Not about specific quotes or preferences)
Nuggets we found for one client
State
Federal
Intl.
Real Estate Computation of Tax Corporate Acquisitions Estates and Trusts
Sec. 351 - Transfer To Corporation Controlled By Transferor Sec. 368 - Corporate Reorganizations
Primary source Secondary source
25
Journey Mapping‣ Get to each step of process
- What are they looking for
- Concerns
- Challenges
- Tools / needs
- Opportunities
- Emotions
‣ When to use?
What you get from user research‣ Who are your clients?
‣ How are they really solving problems and behaving?
‣ What are the gaps in their journey?
‣ What opportunties arise that your products might fill?
Practicalities‣ How do you get participants?
‣ How do you record the sessions?
‣ What do you need to prepare?
‣ Recruiting guide
‣ Test Plan
‣ Who should participate? (Stakeholders, UX, etc.)
‣ Who should analyze the data?
‣ How do you present it.
‣ Summary
‣ Deep Dive
Research
Stakeholder Interviews Field Research Competitor Reviews Expert Reviews
Strategy and Ideation
Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement
UX and Design
IA & Flow Interaction Design Concept Realization Visual Design & Branding
Thank you! @brlexp | brilliantexperience.com