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Understanding users without getting bored

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The slides were used in a workshop at UXify Bulgaria 2018 in order to share and let the participants explore different techniques for conducting user research.

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Understanding users without getting bored

  1. 1. Understanding users without getting bored
  2. 2. Stefan Ivanov • User Research • Concept Design • Prototyping • User Testing • UXify • Human-Computer Interaction • UX processes • Design thinking
  3. 3. Who are you and why are you here? • Designer • Researcher • Marketer • Developer • Manager • Student • …
  4. 4. Let’s agree that today we will learn by doing.
  5. 5. Understanding users without getting bored • Observation • Listening • Interviewing • Photo elicitation • Reaction cards
  6. 6. Design and engineering are excellent at solving problems, but it is called art when you question problems and get to their core.
  7. 7. Observation
  8. 8. Observation
  9. 9. Observation Goals • What is the context? • Do you think you have made any assumptions? • What problems do you see? • Are there opportunities for improvements? Write down your observations and a short problem statement
  10. 10. Observation Traps Watch out for: • Simplification bias User has difficulty crossing a busy pedestrian crossing in Tokyo. • Translation bias User is crossing the road with somebody they know - a local girl. • Hawthorne effect User is choosing the most difficult path to move through the crowd because he is recording the video. !
  11. 11. Observation second run
  12. 12. Observation Framework Activities – actions towards achieving the goal walking, running or pushing a bike while crossing Environment – where activities take place busy pedestrian crossing in Asia, vehicles waiting for pedestrians Interactions – between people, with objects a girl smiles to the user, from then on he follows her Objects – what is their purpose and how are they used barriers, dotted curbs Users – behavior, role, needs, preferences desire for a Starbucks coffee from the store across the street
  13. 13. Observation Framework Observation Interpretation Activities Environments Interactions Objects Users
  14. 14. Tips • Ask 3-5 word questions • Don’t introduce new words • Write up notes ASAP • Debrief with research team • Arrange chronologically / semantically
  15. 15. Observation third run
  16. 16. Reflect • How are your observations compared to the initial ones? • How has this process altered your observation? • How are observations and interpretations different? • How do you see your problem statement now?
  17. 17. Listening
  18. 18. Listening Goals • Create empathy • Understand the why • User’s motivations • User’s train of thoughts and reasoning • User’s guiding principles and values
  19. 19. My interests Pick a topic and get as much as possible out of me on it Winter sports Traveling Building stuff Cooking Finance and Investments
  20. 20. Tips • Start broad • Don’t take notes • Debrief after each session • Speaker should control the topic • Speak as little as possible • Speak the speaker’s language • Don’t judge • Prepare by writing 100 questions Repeat the main question Ask why questions Because… Repeat speaker’s last words
  21. 21. My interests Pick another topic and get as much as possible out of me on it Winter sports Traveling Building stuff Cooking Finance and Investments
  22. 22. Reflect • What challenges did we face in the first listening? • How did the second listening differ from the first one? • What are the highlights of the second listening? • What is my why regarding the second listening? • What are my guiding principles and values?
  23. 23. Interviewing
  24. 24. Interviewing Goals • Create empathy • Understand where, how and what • Learn about the context • Identify the user goals and needs • Find out the frustrations • Scope the experience • Figure out problems and opportunities
  25. 25. Types of Interviews Structured Semi-structured Unstructured Consistency & Control Flexibility to follow up and explore Quantitative Qualitative Open Questions Closed Questions
  26. 26. Interviewing Framework Create expectations Build trust Outline the story Discover the details Debrief Close Intro Break the ice Focus Deep focus Retrospective Wrap up
  27. 27. Let’s fix these interview questions • “Is the best price your biggest concern when looking for a rental car as you travel abroad with your family/spouse?” • “Having traveled so frequently last year, why did you choose such a suboptimal car rental online service?” • “The performance tests show that Chrome is much faster than Internet Explorer. Which browser do you use to book rental cars?” • “Isn’t Safari the best mobile browser? “ • “Would you like to have a voice search enabled in the future?”
  28. 28. Ticketing You are in the process of designing a competitor product to Eventbrite.com How would your interview script look like? Skip demographics and other context-related questions and focus on the product experience. Write 3 to 5 questions. One team will now simulate an interview with me using their questions and the framework: intro, break the ice, focus, deep focus, retrospective, wrap up.
  29. 29. Critical Incident Question • Based on past experience or recent events • Focused on the details • Describing actions taken, outcomes and future actions • Aware of user’s feelings “Consider the last time you booked a rental car. When did this happen? What type of car did you search for? What steps did you take? Did you experience any issues? Did you feel frustrated at some point? What would you do differently?”
  30. 30. Interviewing Tips • Take notes • You should control the topic • Pick the type of interview • Choose wisely the type of each question • Bring the interviewee back to the topic when they get carried away • Don’t judge
  31. 31. Ticketing You are in the process of designing a competitor product to Eventbrite.com How would your interview script look like? Skip demographics and other context-related questions and focus on the product experience. Write 3 to 5 questions. What would be an appropriate critical incident question for this scenario?
  32. 32. Reflect • Were there any challenges? • What were the highlights? • What changes would you make to the process? • What changes would you make to the questions? • How specific were the details you were able to obtain? • What opportunities exist in the field?
  33. 33. Photo Elicitation
  34. 34. Photo Elicitation Goals • Identify values of the stakeholders • Understand associations that stakeholders make • Reaction / response to images • Provide additional context • Tell a story
  35. 35. Photo Elicitation We want to understand our feelings about a USA road trip. Considering the images you are about to see write down the first associations and feelings that cross your mind.
  36. 36. Photo Elicitation • What words did you use for each picture? • Why did you choose these words? • How would these implicate the website USARoadTrip.com?
  37. 37. Reflect • What challenges did you face? • Can you highlight your personal feelings? • Are you able to list your own values? • Do you see how this technique enhances storytelling? • What limitations of photo elicitation do you see?
  38. 38. Reaction Cards
  39. 39. Reaction Cards • Summarize the experience
  40. 40. Reaction Cards • Understand the task • Perform a sequence of actions towards a goal • Identify all emotions that apply to current experience • Pick the top 3 emotions for the current experience • Rank them in order of importance • Identify all emotions that apply to the ideal experience • Pick the top 3 emotions for the ideal experience • Rank them in order of importance
  41. 41. Reaction Cards Annoying Boring Busy Complex Confusing Dated Difficult Disconnected Disruptive Distracting Dull Fragile Frustrating Gets in the way Hard to Use Impersonal Incomprehensible Inconsistent Ineffective Intimidating Irrelevant Not Secure Not Valuable Old Ordinary Overbearing Overwhelming Patronizing Poor quality Rigid Simplistic Slow Sterile Stressful Time-consuming Too Technical Unapproachable Unattractive Uncontrollable Undesirable Unpredictable Unrefined Accessible Advanced Appealing Approachable Attractive Business-like Calm Clean Clear Collaborative Comfortable Compatible Compelling Comprehensive Confident Connected Consistent Controllable Convenient Creative Customizable Cutting edge Desirable Easy to use Effective Efficient Effortless Empowering Energetic Engaging Entertaining Enthusiastic Essential Exceptional Exciting Expected Familiar Fast Flexible Fresh Friendly Fun Helpful High quality Impressive Innovative Inspiring Integrated Intuitive Inviting Low Maintenance Meaningful Motivating Novel Optimistic Personal Powerful Predictable Professional Relevant Reliable Responsive Satisfying Secure Organized Sophisticated Stable Stimulating Straight Forward Time-Saving Trustworthy Unconventional Understandable Usable Useful Valuable
  42. 42. Reflect • What challenges did you face throughout the process? • What emotions highlight the current and ideal experiences? • How different are the current and ideal experiences? • Do you see how these may change over time?
  43. 43. Understanding users without getting bored • Observation • Listening • Interviewing • Photo elicitation • Reaction cards
  44. 44. Q&A

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