You know you need customer insights to make good design decisions but without a dedicated researcher on your team how do you run the research? These tips will help you get started.
9. What do I mean by CONTEXT?
How does your research contribute
to your company?
10. People have a much easier time
understanding and
valuing things that are
tangible.
11. What are you delivering?
Who What How tangible is it?
Designer Designs: Wires,
InVision, PSD files
Tangible
12. What are you delivering?
Who What How tangible is it?
Designer Designs: Wires,
InVision, PSD files
Tangible
Developer Code Tangible
13. What are you delivering?
Who What How tangible is it?
Designer Designs: Wires,
InVision, PSD files
Tangible
Developer Code Tangible
Product
Manager
The Product! Tangible
14. What are you delivering?
Who What How tangible is it?
Designer Designs: Wires,
InVision, PSD files
Tangible
Developer Code Tangible
Product
Manager
The Product! Tangible
Researcher Insights Intangible
15. IMPORTANT to figure out how to
make the insights be as
valued as the tangible deliverables
16. Context - of your company
1. Culture
2. Strategy
3. Business Goals
20. How does the product youโre working on connect
to the other products made by your
company?
2. Strategy
How does your company want to leverage its
assets to beat competitors?
21. What does your company mean by Growth?
3. Business goals
How does the product youโre working on make
money for the company?
What is your product managerโs primary
business goal right now?
31. Are you trying to answer a
Strategic or a Tactical
question?
1. Prepare: Objectives
32. Strategic research answers these kinds of questions:
โ Who are our users?
โ What do they need?
โ How does our product fit into their lives?
โ What competitors or other
products do they use?
33. Tactical research answers these kinds of questions:
โ What issues do people encounter when they use
our product?
โ How desirable is our product?
โ What do they actually do with our product?
โ How well can people perform desired tasks over
time?
34. Do users understand how to perform
a task (e.g., buy a pair of shoes, read a review)?
You've got 5 design alternatives and you
can only AB test 2 of them - how do you narrow your
choices?
What motivates different types of
users (e.g., full-time students, returning students,
people training for a job)?
Typical questions designers are trying to answer
37. Business question Approach
Do users understand how to perform a task
(e.g., buy a pair of shoes, read a review)?
Usability test
You've got 5 design alternatives and you
can only AB test 2 of them - how do you
narrow your choices?
Usability test
What motivates different types of users
(e.g., full-time students, returning students,
people training for a job)?
Interview /
Field study
42. What tasks will you give the
user to get to your
objectives?
1. Prepare: Tasks
43. Identify the end result you want the
person to get
DO NOT spell out the steps
1. Prepare: Tasks
Itโs tempting to think about helping
them but avoid the temptation
45. Remember: this is a collaborative
effort.
Write down the plan, share
with team, discuss, get
agreement BEFORE you
run the study.
1. Prepare: Research plan
46.
47.
48. Steps for ANY research project
1. Prepare
2. Run
3. Synthesize
4. Share
5. Reflect
53. 2. Run
Leading questions Non-leading questions
Are you feeling frustrated
because this is hard to do?
Didn't you see the blue
button?
Why wasn't it clear that
you should've clicked on
the green button?
54. 2. Run
Leading questions Non-leading questions
Are you feeling frustrated
because this is hard to do?
I think I just heard you say
this is hard. Tell me more
about that.
Didn't you see the blue
button?
Why wasn't it clear that
you should've clicked on
the green button?
55. 2. Run
Leading questions Non-leading questions
Are you feeling frustrated
because this is hard to do?
I think I just heard you say
this is hard. Tell me more
about that.
Didn't you see the blue
button?
Tell me all the things you
can do on this page.
Why wasn't it clear that
you should've clicked on
the green button?
56. 2. Run
Leading questions Non-leading questions
Are you feeling frustrated
because this is hard to do?
I think I just heard you say
this is hard. Tell me more
about that.
Didn't you see the blue
button?
Tell me all the things you
can do on this page.
Why wasn't it clear that
you should've clicked on
the green button?
Tell me what youโd expect
to happen if you clicked on
the green button.
57. Avoid:
Talking too much
2. Run
Instead:
Just give them the task and
watch/listen.
Silence is your friend.
58. Avoid:
Asking people what they
would do
2. Run
Why:
People are terrible predictors
of future behavior.
59. Steps for ANY research project
1. Prepare
2. Run
3. Synthesize
4. Share
5. Reflect
60. Goal is to identify key insights
What do they mean for your project?
What potential solutions do you
see?
3. Synthesize
61. 3. Synthesize
Remember: this is a collaborative
effort.
Get the key stakeholders in the
room to synthesize together.
70. 4. Share
Usability severity scale
Success Irritant Moderate Severe
Task
successfully
completed!
Minor
consistency
issue, some
hesitation or
slight
irritation
Participant
struggled but
completed task
with significant
delay or
frustration
Task failed
71. 4. Share
Team prioritization scale
Objective Issue Usability
Severity
Action
Can users
successfully
register?
Password
error
message
unclear
Moderate Team member: AM
Provide specific error
message โPassword
must contain 6
characters โฆโ
Fix during next sprint.
72. 4. Share
Find culture-specific ways to
communicate insights
Museums
Video showings
Tell stories
Blogs
https://medium.com/@FBResearch/beyond-bullet-points-four
-creative-ways-to-share-research-c10fa047f025
73. Steps for ANY research project
1. Prepare
2. Run
3. Synthesize
4. Share
5. Reflect
78. Case study
You just got a job with Fandango. The
analytics lead just told you people are going to
the home page and bouncing and they donโt
know why.
Youโve determined you need to run a usability
study to see if there are issues inhibiting
people from finding convenient
movie times and locations.
79. Objective Good or bad task?
Understand what
issues get in the
way of users finding
movie times and
convenient
locations.
Go to www.fandango.com.
Click on a movie you like,
then on the Buy Tickets
button.
Writing tasks
80. Objective Bad!
Understand what
issues get in the
way of users finding
movie times and
convenient
locations.
Go to www.fandango.com.
Click on a movie you like,
then on the Buy Tickets
button.
Writing tasks
81. Objective Good or bad task?
Understand what
issues get in the
way of users finding
movie times and
convenient
locations.
Use www.fandango.com to
find a movie youโd be
interested in seeing on
Sunday afternoon.
Writing tasks
82. Objective Good!
Understand what
issues get in the
way of users finding
movie times and
convenient
locations.
Use www.fandango.com to
find a movie youโd be
interested in seeing on
Sunday afternoon.
Writing tasks