1. 13 Rules of Actionable User
Research
Joely Gardner, PhD
Product Camp 2-27-10

2. #1
! Define the business purpose of the
research
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3. #2
! Match questions to business
purpose
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4. #3
! Define measurement method
! # of errors
! Time
! User satisfaction
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5. #4
! Choose the tasks
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6. #5
! Choose the users (segmentation)
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7. #6
! Choose the right number of users
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8. #7
! Select the right testing environment
and methodology
! Formal lab
! Customer’s site
! Remote testing
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9. #8
! Do a dry run
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10. #9
! Record sessions
! Audio and visual, if you can
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11. #10
! Transcribe sessions
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12. #11
! Analyze appropriately
! Small sample statistics
! Trends
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13. #12
! Create compelling reports
! Address/map back to business purpose
! Videoclips (Flip Video or formal
program such as Morae)
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14. #13
! Provide feedback to customers
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15. Joely Gardner, Ph.D.
• Licensed psychologist with specializations in Voice of the
Customer, customer experience management, customer
satisfaction, and analytics
• Corporate consultant to organizations such as Gateway
Computers, Chase Manhattan Bank, Cardinal Health, Invitrogen,
Hewlett Packard, Quest Diagnostics
• Highly-rated part-time instructor in “Measuring Customer
Satisfaction” for UC San Diego Graduate Business School
• Frequent convention speaker
Professional Associations:
• National Board Member, Education and Training, ASQ
• Local V.P. and Board Member, San Diego CHI (Computer Human
Interaction) and UPA (Usability Professionals Assoc.)
• Board Member, San Diego chapter of Association for Strategic
Planning
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16. Joely Gardner, Ph.D.
Human Factors Research
760.510.1166
www.HumanFactorsResearch.com
joely.gardner@humanfr.com
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17. Questions?
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