Why you're always wrong: User Research for Start Ups
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From bitspiration 2013 in Krakow: Why your assumptions about your customers are always wrong and what you can do to figure out where you are wrong and how wrong you are. Gives an overview of research methods that you can employ and some tips on using them.
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Why you're always wrong: User Research for Start Ups
- 1. User Research for startups@ bitspiration 2013, Krakow @bendressler
- 2. PsychologyMSc Maastricht University Games Usability Analyst Shop Direct Group User Research United Kingdom Germany SwedenThe Netherlands
- 4. UK‘s biggesthome shopping company very.co.uk Littlewoods.comisme.com Kandco.com fashionelectricalsjewellery furniture toys beauty billionrevenue £ 1.7 $ 2.6 € 2.0 of which80%is generated online 40% of all sessions mobile
- 7. UX
- 8. Tempting ways to design
- 9. by committee
- 10. by inspiration
- 11. by user request
- 12. A better way to design
- 13. by observing what your users can easilyuse
- 14. User research… …is a methodology to figure out how wrong your assumptions are
- 15. You are smarter because… You are not aware of that Your observations are biased
- 16. What they expect What they wantHow they want it don‘t What they can‘t What they knowdon‘t don‘t What they perceive don‘t
- 17. How wrong are you? How severe is that?
- 18. amount of wrong
- 21. Layer 1 Language Intelligence MemoryPerception Motor skills ContrastsColors Movement Hearing Spatial Verbal Procedural Logic Theory of mind Processing speed RecognitionRecall Self awareness Reflexes Aiming Coordination Deciphering Producing Interpretating
- 22. Layer 2 This is a link Every browser has a „back“ button Grayed out means „inactive“ Tabs are independent browser windows The browser sits on the computer and displays websites X usually means „close this“ T:thisisapath Mouse cursor changes indicate potential actions
- 23. Layer 3 The contacts sit in the header Rows full of blocks are deleted All confirm buttons are orange You have to enable location services The circle button makes the avatar jump Swipe with all fingers is different Logout sits under settings You can turn off push notifications The cake is a lie
- 29. How big is your problem?
- 30. How unique is the proposition? How tech-savy are users? Reddit eBay Farmville League of Legends Skype Photoshop iPhone facebook SPSS Poker tracker World of Warcraft Techcrunch.co m 9gag.com Google Linux Pebble Watch Ouya
- 31. Virality Conversion MAU NPS Bounce Open wallet conversion Retention Checkout dropout Average order value Friends invited Average lifetime value
- 32. Not sure how?
- 33. Qualitative Quantitative Data level Resources required Clicktracking Live survey Biometrics Controlled experiments Eyetracking Card sort Web analytics Survey Clicktest Diary study Techcrunch.co m User testing Google Key task analysis Split testing Session replay Cognitive walkthrough
- 34. Qualitative Quantitative Data level Resources required Clicktracking Live survey Biometrics Controlled experiments Eyetracking Card sort Web analytics Survey Clicktest Diary study Techcrunch.co m User testing Google Key task analysis Split testing Session replay Cognitive walkthrough
- 35. Qualitative Quantitative Data level Resources required Clicktracking Live survey Biometrics Controlled experiments Eyetracking Card sort Web analytics Survey Clicktest Diary study Techcrunch.co m User testing Google Key task analysis Split testing Session replay Cognitive walkthrough
- 36. „About that research budget...“
- 37. Top 5 tasks Supports prioritisation Representativeness of users crucial Key Task Analysis
- 38. No cost User tasks required Difficult to simulate lack of knowledge or skill Cognitive Walkthrough
- 39. All about observing Possibility to prompt or ask Most major issues with five users User Testing
- 40. Check for false affordances Pen & paper solutions Quantify results Clicktest
- 41. Open for ideation Closed for validation Gather verbal feedback Card Sorting
- 42. Analytics required Failing fast Does not answer „why“ Bigger samples needed Split Testing
- 43. How to make magic happen
- 44. Triangulate!
- 46. Start early!
- 47. Be creative!
- 54. 1. You are wrong 2. Test your assumptions early 3. Choose the right method 4. Triangulate 5. Iterate @bendressler
Notas del editor
- Audience picture Start Ups? Investors? How many know what UX is How many practice UX How many put UX in their top 3 priorities Who had too much to drink and too little sleep?
- Next: Example for concept stage website
- Next: Example low add on sales uptake in checkout
- Next: How to use these o make some magic happen
- Analytics + User Research = Learn more about each
- SDG examples: Returns and Pop up banner