Presented at Stir Trek: Thor Edition, in Columbus, Ohio on May 6, 2011.
Once you know who uses your product, all sorts of new questions start to emerge. How are they using the product? Why are they using it? What else might they want? In this session you will learn about three quick and easy methods to understand the users desires, needs and abilities. The basics of observations, interviews and card sorting will be covered. You will also learn ways to effectively share and communicate what you learn with your team.
11. Which Student? Rick Connie http://www.flickr.com/photos/mrjkbh/ via http://creativecommons.org/licenses/by-nc-nd/2.0/deed.en http://www.flickr.com/photos/caharley72/ (Christopher Alison Photography) via http://creativecommons.org/licenses/by-nc-nd/2.0/
14. Scope for Success Plan and Schedule Research and Discover Document Analyze Understand
15. Interview Experts Who are the users? How many are there? Common complaints? Show stoppers? Understand: Assumptions and stereotypes Differences between users
16. Focus On… Tasks frequency, importance, complexity Environment of Use location, abilities and limitations Experience Level and Knowledge Technology mobile use, connection speed
17. Define Primary & Secondary Users Separate by: Needs Goals (Why will they use the product?) Environment (Where will they use it?) Context (When will they use it?) How else do they differ?
18. Now You Have User Groups [perhaps very loosely defined]
21. Why Observe? Understand user’s environment Abilities and limitations Situational (lighting, noise) Disabilities Learn about: Real process Interruptions (frequency and type) Find out more about users
23. Sit Back and Watch Arrive when they will be doing related tasks Observe for as long as needed: 1/2 hour each - quick repetitive tasks >1 hour for longer processes Stay out of their “space” and don’t interrupt Take photos and videos
24. Take Detailed Notes Write down questions and context Look for patterns and differences: Style of tasks Order of operations Environment
25. 25 Artifacts! Collect, Copy, Photograph http://www.flickr.com/photos/camknows/ via http://creativecommons.org/licenses/by-nc-sa/2.0/
26. Clarify Observations After observation ask about: Why doing? Goal? How typical was this? Clarify confusing observations
33. Question 1 Do you regularly book your travel online to save money?
34. Alternates – Question 1 How often do you travel? <listen> What proportion of that do you book online? <listen> Why do you book travel online? <listen>
35. Rationale - Question 1 Do you regularly book your travel online to save money? Address one issue at a time and avoid double-barreled questions.
36. Question 2 What are your thoughts about a new feature that allows you to instant message a travel agent with any questions as you book your travel?
37. Alternates – Question 2 Would you like to correspond with a travel agent while you are booking travel? <listen> What are some ways that you would like to correspond with a travel agent while you are booking travel? <listen>
38. Rationale – Question 2 What are your thoughts about a new feature that allows you to instant message a travel agent with any questions as you book your travel? This question asked the participant to predict the future.
39. Facilitation Remain passive (body, face) Don’t confirm or reject answers Listen for vocalizations Watch non-verbal gestures Encourage participant to elaborate Ask your question and let them talk
42. Card Sorting Maximize probability of users finding content Explore how people are likely to group items Identify content likely to be: Difficult to categorize Difficult to find Misunderstood Gaffney, Gerry. (2000) What is Card Sorting? Usability Techniques Series, Information & Design. http://www.infodesign.com.au/usabilityresources/design/cardsorting.asp http://www.flickr.com/photos/richtpt via http://creativecommons.org/licenses/by-nc-sa/2.0/
43. Benefits of Card Sorting Easy and inexpensive Use to determine: Order of information Relationships between info Labels for navigation Verify correct audience Gaffney, Gerry. (2000) What is Card Sorting? Usability Techniques Series, Information & Design. http://www.infodesign.com.au/usabilityresources/design/cardsorting.asp
44. Open or Closed (Reverse) Sort? ? ? ? Group 1 Group 2 Group 3
45. One title/subject on each card Short for quick reading Detailed enough to understand Supplement - short description on back Use printed stickers (handwriting) Practice session first Card Basics 36 Preventive Care Guidelines
46. Participants Representative of users Minimum of 6 More participants = more data to analyze Allow one hour for 50 items 30 – 100 cards
48. Issues Card doesn’t fit: make separate group Not relevant: tell me More than one place: put in best fit Items not understood Correct audience? Items without consensus Re-name item? Include in more than one category?
49. Grouping Cards Ask to Describe groups and name them Describe overall rationale for grouping cards Show best example from groups What was difficult? What was easy? Happy with final outcome?
50. Analysis Codes on cards = faster data analysis Standardize group names Look for patterns Excel Spreadsheet (Donna Spencer) Online tools - limited analysis
53. Looking for Patterns Identify repetition Groupings or clusters of users Overlapping characteristics Relevant to design problem After pattern is found, continuation of study: Adds cost Delays reporting Low probability of many new findings
55. 80% Sure We Know… Primary user’s tasks goals Prioritize with: vision (why we are doing this?) business needs etc. Awareness of what not known (yet).
58. Share What You Learn [Radiate Knowledge*] *Thoughtworks via @jonrstahl
59. Goals of Sharing Help the team: understand user’s point of view prioritize content and solutions design for user’s needs and behaviors identify new opportunities create new solutions
60. Information Radiators Should Represents all research Facilitate: communication decision-making Guide decisions about: Navigation Features Design
63. 63 Task Analysis Example of a Task Analysis by Todd Zaki Warfel from his Agile2010 presentation "Opening the Kimono a look behind the design process."
64. Mental Model Goal or intent with Personas Mapped Mental Space Doing, Thinking, Feeling Solutions or content provided by oDesk
65. Other Methods Brainstorming Competitive Reviews Focus Groups Expert (Heuristic) Evaluations Paper Prototypes and Wireframes Participatory Design Surveys Usability Testing
66. Do UX Early & Often Put it on the User Wall Information radiators Artifacts Research findings Competitors
69. Contact Carol J. Smith (773) 218-6568 @carologic carol@mw-research.com http://www.mw-research.com
70. References Cato, John. User-Centered Web Design. Addison Wesley Longman; 2001. Gaffney, Gerry. (2000) What is Card Sorting? Usability Techniques Series, Information & Design. http://www.infodesign.com.au/usabilityresources/design/cardsorting.asp Hackos, JoAnn T., PhD and Redish, Janice C. User and Task Analysis for Interface Design. Wiley; 1998. Henry, S.L. and Martinson, M. Evaluating for Accessibility, Usability Testing in Diverse Situations. Tutorial, 2003 UPA Conference. (Activity) Krug, Steve. Don't Make Me Think: A Common Sense Approach to Web Usability. Kuniavsky, Mike. Observing the User Experience: a Practitioner's Guide to User Research. Morgan Kaufmann, 2003. Mandel, Theo. The Elements of User Interface Design. Wiley; 1997. Nielsen, Jakob and Robert L. Mack. Usability Inspection Methods. John Wiley & Sons, Inc. 1994. Powell, Thomas A. The Complete Reference: Web Design. Osborne/McGraw-Hill; 2000. Redish, Janice (Ginny). Letting Go of the Words: Writing Web Content that Works. Rubin, Jeffrey and Dana Chisnell. Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests. John Wiley & Sons, Inc.
Editor's Notes
ExperienceNoviceAdvanced beginnersCompetent performerExpert performerFrequency of usePriority of tasksCharacteristics – personal, physical, culturalMotivations and attitudeExpectationsPersonal Characteristics: Learning Style, ChangePhysical Characteristics: Disabilities, Color Blindness, VisionCultural Characteristics: Corporate, CulturalMotivations and Attitude: Threats, Naiveté, Hostile, LazyStage of use: NoviceFear of the unknown, fear of failureFocus on accomplishing real workImpatient learning concepts rather than performing tasksTheoretical understanding only – no experienceAdvanced BeginnersFocus on accomplishing real workImpatient learning concepts rather than performing tasksRandomly access tasksEmpirical based mental modelCompetent PerformersFocus on performing more complex tasksAbility to plan and perform complex series of tasks to achieve a goalWillingness to learn new technologies and tasksInterested in applying conceptual frameworks to solve problemsExpert PerformersFocus on developing mental models of system functionalityAbility to understand complex problems and find solutionsInterested in learning about concepts and theories behind a system’s design and useInterest in interacting with other expert users
Time, energy, budget and [fill in the blank]:
frequency, importance, complexityPrioritiesCurrent process
Model and describe specific user group’s:GoalsNeedsCharacteristicsArchetype - not real individual or average userSynthesized from research – interviews, observations, etc.Include personal details found during researchOne primary, some secondary per site/feature