FRONTEND 2011 - Guerrilla Research Methods Workshop

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Guerrilla Research Methods
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#GRMethods
Russ Unger ¦ @russu

#GRMethods ¦ @russu

True or False?


Kroner
Traditional Research: Tens of Thousands of Dollars.


True.


We don t have the time or budget for research.


False.


We don t have access to users.

We are our users.

We know what our users want/need.


We don t have the talent/skill to perform research.


What is Research?

What is Research? #GRMethods ¦ @russu

Image Source © Time Inc.

What is Research? #GRMethods ¦ @russu

• Provides the ability to inform design
• Uncovers how users think and behave
• Validates assumptions / removes bias
• Shows the diﬀerence between intention and reality
• Provides direction and data instead of opinion or
speculation


What is Guerrilla Research?

What is Guerrilla Research? #GRMethods ¦ @russu

It is a body of unconventional ways of

pursuing conventional goals. It is a
gaining insight
proven method of achieving proﬁts

with minimum money.

- Jay Conrad Levinson

Source: http://gmarketing.com/


Guerrilla methods are typically faster, less rigorous

and less expensive versions of their non-guerrilla

cousins--you re choosing an acceptable trade-oﬀ

between rigor and cost-eﬀective techniques.

- Russ Unger & Todd Zaki Warfel


• Provides the ability to inform design
• Uncovers how users think and behave
• Validates assumptions / removes bias
• Shows the diﬀerence between intention and reality
• Provides direction and data instead of opinion or
speculation
Sound familiar?


Image Source © Time Inc.


We look for what we call

the point of least astonishment.

- Jared Spool

Source: http://gmarketing.com/


It s also...
• Faster
• Lower-cost
• Less eﬀort
• Providing suﬃcient insight to make informed decisions
• Just enough rigor to determine that a problem exists


For me, this means testing in the ﬁeld with

a minimum of time, budget and fuss so

that this kind of activity and the insight it
Duckett
Photo by Tim

provides is available to pretty much any

client/budget/timeframe.
- Leisa Reichelt

Source: http://www.disambiguity.com/guerrilla-research-recruitment/


Sjekk
Reality Check

Reality Check #GRMethods ¦ @russu

Guerrilla Research Methods...

• Have a time and a place
• Have a purpose
• Won t replace traditional/non-guerrilla methods

So what?

Reality Check #GRMethods ¦ @russu

Some good research is better than none.

Yes.
This.

- Russ Unger & Todd Zaki Warfel


Examples of Guerrilla Research
in the Wild

Examples of Guerrilla Research in the Wild #GRMethods ¦ @russu

• Man on the Street / Coﬀee Shop • Unmoderated Testing
• Burrito Lunch • Remote Usability Testing
• Rapid Iterative ProtoSketching • Mobile Testing
(RIPS) • Empathy Maps
• User/ Browser Role Playing • Design the Box
• A/B Testing • Design Studio


Man on the Street / Coﬀee Shop

Image Source: http://urt.parsons.edu/urt/media/user/images/Artstor_USA_New_York_City_Upper_west_coﬀee_shop.jpg


Burrito Lunch

Image Source:http://awkwardfamilyphotos.com/


Rapid Iterative ProtoSketching (RIPS)

Image Source Brad Nunnally ¦ @bnunnally


Rapid Iterative ProtoSketching (RIPS)

Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally


User/Browser Role Playing

Video Source: Stephen P. Anderson


A:B Testing

Big Takeaway
A female model more than doubled conversions for this
Norwegian landing page.
Image Source ABTesting.com


A:B Testing Tools
• Performable (http://www.performable.com)
• Optimizely (http://www.optimizely.com/)
• NinjaButton (http://ninjabutton.com/)
• KISSmetrics (http://kissmetrics.com/)
• Verster (http://verster.com/)
• Modesty (https://github.com/causes/modesty)
• Omniture (http://www.omniture.com/en/)
• Website Optimizer (http://www.google.com/websiteoptimizer)
• A:B Theme Testing Plugin for WordPress (http://wpplugins.com/plugin/11/ab-theme-
testing-plugin/)
• Visual Website Optimizer (http://visualwebsiteoptimizer.com/)
• Unbounce (http://unbounce.com/)
• More at Which Test Won: http://whichtestwon.com/techguide


Unmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf)

Image Source Jonathan Knoll ¦ @Yoni & Brad Nunnally ¦ @bnunnally


Unmoderated Testing (PDF Report: http://userglue.com/tshirtreport.pdf)


Remote & Unmoderated Testing Resources
• Glance.net • OptimalSort
• WebEx • Userlytics
• Ethnio • Google Website Optimizer
• ReFramer • UserZoom
• Loop11 • ...and Countless Others
• OpenHallway
• UserFocus
• SilverBack
• UsabilityTest.com
• Survs
• SurveyMonkey
• Skype
• ABTests.com


Remote Testing


Mobile Testing

$3,000.00

Bernard Tyers

Belén Barros Pena

http://www.diymobileusabilitytesting.net/

Image Source: noldus.com


Mobile Testing

Nine Dollars.

Nine Minutes.

Image Source: Me


Mobile Testing

Video Source: Me


Mobile Testing

Image Sources: Lynda.com & Universal Mind


Empathy Maps

Learn more online at: http://answers.oreilly.com/topic/1860-gamestorming-empathy-map/


Design the Box


• What Else?
• Oh Yeah: Design Studio.
Let s Do One!


What We re Going To Do Today

What We re Going To Do Today #GRMethods ¦ @russu

We re Getting a Little Kuniavsky Up In Here
• Deﬁne Audience & Goals
• Create Tasks to Address Goals
• Recruit the Right People
• Watch Them Performing Tasks

Source: Observing the User Experience ¦ Mike Kuniavsky

What We re Going To Do Today #GRMethods ¦ @russu

This is How We ll Do It
• Create a Team Poster
• Design Studio
• Generate Tasks
• Recruiting and Testing
• Present Findings

Image Source: http://www.eurweb.com/wp-content/uploads/2010/11/MontellJordan-01-big.jpg


Create a Team Poster

Create a Team Poster #GRMethods ¦ @russu


Time Out: Housekeeping

Housekeeping #GRMethods ¦ @russu

Does Everyone Have a Phone That Can Record Video?

Good.

Housekeeping #GRMethods ¦ @russu

Group Leaders: Email Your Email Address to:
russ@userglue.com

Posterous Email Address for Sending Content:
FRONTEND2011@posterous.com


Break


Design Studio


...And We re Back.
Design Studio (con t)

Design Studio #GRMethods ¦ @russu

Hotel Check-in/Check-out System
• People want to check-in & check-out of rooms
• System should manage room-based expenses
• System should function with or without a device
• Concierge-like service options


Create Test Tasks

Create Test Tasks #GRMethods ¦ @russu

Generate 2-3 Tasks to Test with Participants
• Tasks should focus on primary requirements
• Tasks should NOT lead users to the right path
• Tasks should allow for exploration by the user


Recruit & Test

Recruit & Test #GRMethods ¦ @russu

Let s Do a Dry Run First

Any Volunteers?

Recruit & Test #GRMethods ¦ @russu

Let s Get Real

GO!
Posterous Account: FRONTEND@posterous.com

Russ Email: russ@userglue.com

Source: Russ Unger


Compile Your Findings

Compile Your Findings #GRMethods ¦ @russu

Show Your Work

Posterous Website: http://FRONTEND2011.posterous.com

Compile Your Findings #GRMethods ¦ @russu

Source: Class Videos @ UX Lisbon 2011 ¦ Team Os Macacos


Design the Box: Hotel System

Design the Box: Hotel System #GRMethods ¦ @russu


What We ve Learned Today

What We ve Learned Today #GRMethods ¦ @russu

Guerrilla Research Methods...
• Have a time and a place
• Have a purpose
• Won t replace traditional/non-guerrilla methods
• Some good research is better than none


Also...
• Faster
• Lower-cost
• Less eﬀort
• Providing suﬃcient insight to make informed decisions
• Just enough rigor to determine that a problem exists


Design Studio
• Quantity over quality (6-8-5 by TZW)
• Pitching and critiquing / Validate against requirements
• Group/Team collaboration
Design Testing
• Can get results with a limited set of users
• Doesn t (always) need to be done in a lab
• People like candy and LOVE to be listened to

Thank You!
#GRMethods
Russ Unger ¦ @russu

FRONTEND 2011 - Guerrilla Research Methods Workshop

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