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UX Process Improved: Integrating User Insight

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Finding detailed specifications for implementing user research methods is easy - but matching specific methods to your particular needs can be a challenge. We’ll outline an underlying framework for research approaches so you’ll understand why each method works as well as when to use i

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UX Process Improved: Integrating User Insight

  1. 1. UX Process Improved Integrating User Insight SXSWi Portigal & Rosenstein Aviva Rosenstein Lead Usability Analyst, Salesforce.com @uxresearch [email_address] Steve Portigal Principal, Portigal Consulting @steveportigal www.portigal.com [email_address] #UXsxsw
  2. 2. Why we’re here, what you’ll learn <ul><li>We believe: insights about people help teams create great user experiences </li></ul><ul><li>We’ll talk about: </li></ul><ul><ul><li>What sort of insights are valuable at different points in the product development process </li></ul></ul><ul><ul><li>Frameworks that may help you decide how to go about getting those insights </li></ul></ul><ul><ul><li>Basic skills to get better insights </li></ul></ul>SXSWi Portigal & Rosenstein
  3. 3. We Uncover Needs but Also Reveal New Opportunities SXSWi Portigal & Rosenstein
  4. 4. SXSWi Portigal & Rosenstein
  5. 5. Moving Beyond “Testing” <ul><li>More to do than validating our hypothesized solutions </li></ul><ul><li>Insight inspires the creation of new solutions </li></ul><ul><li>Ask what someone wants, without expecting to simply go and implement that answer </li></ul><ul><li>Seek to understand why! </li></ul>SXSWi Portigal & Rosenstein
  6. 6. What type of insight? SXSWi Portigal & Rosenstein <ul><ul><li>RICH DESCRIPTION </li></ul></ul><ul><ul><li>Gain understanding of user’s lived experience, values, desires, environments </li></ul></ul><ul><ul><li>Research design is emergent, opportunistic </li></ul></ul><ul><ul><li>Data: stories, recordings, images, artifacts </li></ul></ul><ul><ul><li>Leading indicators </li></ul></ul>
  7. 7. What type of insight? SXSWi Portigal & Rosenstein <ul><li>QUANTITATIVE </li></ul><ul><ul><li>Model behavior, predict outcomes </li></ul></ul><ul><ul><li>Research design is fixed, hypothesis driven </li></ul></ul><ul><ul><li>Data: Numbers, counts, percentages, statistics </li></ul></ul><ul><ul><li>Trailing indicators </li></ul></ul>
  8. 8. User research throughout the product lifecycle SXSWi Portigal & Rosenstein Beta Alpha Stage of product lifecycle Simplified waterfall Regardless of the development process used, different phases of the product lifecycle benefit from different types of insight. General Prototype
  9. 9. The idealized product lifecycle (according to a user researcher) SXSWi Portigal & Rosenstein What do we build? How do we build it? How well did we build it? Regardless of the development process used, different phases of the product lifecycle benefit from different types of insight.
  10. 10. How do the insights from user research fit into the UX process? SXSWi Portigal & Rosenstein
  11. 11. The Right Insight at the Right Time SXSWi Portigal & Rosenstein Ideate & Plan Refine ideas, prototype, build Launch Iterate and improve
  12. 12. The Right Insight at the Right Time SXSWi Portigal & Rosenstein Take a fresh look at people What do we build ? Refine ideas, prototype, build Launch Iterate and improve
  13. 13. The Right Insight at the Right Time SXSWi Portigal & Rosenstein Iterate and improve Use existing ideas as hypotheses Refine ideas, prototype, build What do we build ? Launch
  14. 14. The Right Insight at the Right Time SXSWi Portigal & Rosenstein Is it working like we hoped ? Refine ideas, prototype, build What do we build ? Launch Iterate and improve
  15. 15. The Right Insight at the Right Time SXSWi Portigal & Rosenstein Iterate and improve History provides context to explore new opportunities What do we build ? Refine ideas, prototype, build Launch
  16. 16. Get to the answers that matter, and match resources required with risk SXSWi Portigal & Rosenstein Resource intensive techniques: Quick, low cost techniques: Rapid iterative studies, Online card sorts, Live testing Being able to generalize the results of a study usually requires more money and time. Ethnographies, Diary Studies Segmentation surveys, UX evaluations and benchmarks , Eyetracking
  17. 17. Method selection framework SXSWi Portigal & Rosenstein More Resources Fewer Resources More Descriptive More Quantifiable When risk is high, consider more resource intensive approaches
  18. 18. Different Methods Work Together SXSWi Portigal & Rosenstein Start with descriptive research, then validate hypotheses or Look at abstractions, patterns – then go look at individuals experiences to develop explanations, understanding
  19. 19. SXSWi Portigal & Rosenstein Different Methods Work Together
  20. 20. SXSWi Portigal & Rosenstein Different Methods Work Together
  21. 21. The UX Community Offers the Promise of Mastery SXSWi Portigal & Rosenstein
  22. 22. SXSWi Portigal & Rosenstein Muscles vs. methods
  23. 23. But we must go beyond rote learning <ul><li>There are some human-scale skills that underpin most (all?) methods and that are essential if you want to build your abilities across current and future methods  </li></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Synthesis </li></ul></ul><ul><ul><li>Noticing/Observation </li></ul></ul><ul><ul><li>Empathy </li></ul></ul><ul><ul><li>Storytelling </li></ul></ul><ul><ul><li>Modeling </li></ul></ul>SXSWi Portigal & Rosenstein
  24. 24. <ul><li>Natural language </li></ul>Four (questioning) tactics for listening SXSWi Portigal & Rosenstein Silence 1 Silence 2 Questions without Answers
  25. 25. <ul><li>Talk like your subject talks! </li></ul>Tactic #1 – Natural Language SXSWi Portigal & Rosenstein
  26. 26. Tactic #2 – Questions without Answers <ul><li>Don’t give away the answers you are looking for </li></ul>SXSWi Portigal & Rosenstein
  27. 27. Tactic #3 – Silence 1 <ul><li>After you ask your question, be silent </li></ul>SXSWi Portigal & Rosenstein
  28. 28. Tactic #4 – Silence 2 <ul><li>After they’ve answered you, be silent </li></ul>SXSWi Portigal & Rosenstein
  29. 29. Listening Body Language SXSWi Portigal & Rosenstein Yes! Not so much.
  30. 30. Synthesis is Successive Refinement <ul><li>First process the experience you have collecting data (“in your head”) and then the data itself (“heavy lifting”) </li></ul><ul><li>You’ll go through and refine it </li></ul><ul><li>Then go through that and refine it </li></ul><ul><li>Repeat! </li></ul>SXSWi Portigal & Rosenstein
  31. 31. Synthesis is Ongoing <ul><li>Throughout the data collection process </li></ul><ul><ul><li>Storytelling and regular debriefs: What did you see? What does it mean? </li></ul></ul><ul><ul><li>Go talk about what you saw and write it up </li></ul></ul><ul><ul><li>Get all the detail, don’t worry about what it means until later </li></ul></ul>SXSWi Portigal & Rosenstein
  32. 32. Noticing <ul><li>Things that make you go “Hmm” </li></ul><ul><li>Your attention is grabbed </li></ul><ul><li>Stop what you are doing </li></ul><ul><li>Laugh </li></ul><ul><li>Point </li></ul><ul><li>Cringe </li></ul><ul><li>Don’t understand </li></ul>SXSWi Portigal & Rosenstein
  33. 33. Noticing Is Important In UX Research <ul><li>Gaps between self-reported and actual behavior </li></ul><ul><li>Not only what people say, but how they say it </li></ul><ul><li>Workarounds, hacks, and kludges </li></ul><ul><li>Process breakdowns </li></ul><ul><li>Artifacts or details to ask about </li></ul>SXSWi Portigal & Rosenstein
  34. 34. SXSWi Portigal & Rosenstein Noticing helps you to notice later
  35. 35. SXSWi Portigal & Rosenstein Noticing helps you to notice later
  36. 36. SXSWi Portigal & Rosenstein Noticing helps you to notice later
  37. 37. SXSWi Portigal & Rosenstein Noticing helps you to notice later
  38. 38. SXSWi Portigal & Rosenstein Noticing helps you to notice later
  39. 39. Empathy <ul><li>Let go of your perspective </li></ul><ul><li>Embrace their perspective </li></ul>SXSWi Portigal & Rosenstein Let go, Luke!
  40. 40. <ul><li>Before you start a project, do a team-wide brain dump of all your assumptions and expectations </li></ul><ul><li>Make user sessions about that user </li></ul><ul><li>Be comfortable asking questions even if you think you know the answers </li></ul>HOWTO Let Go SXSWi Portigal & Rosenstein Sometimes the unpredictable and “real” nature of interviews will ensure that you do indeed let go
  41. 41. Wrap It Up SXSWi Portigal & Rosenstein
  42. 42. SXSWi Portigal & Rosenstein “ Methodology should not be a fixed track to a fixed destination, but a conversation about everything that could be made to happen.” John Chris Jones, Design Methods (1992)
  43. 43. SXSWi Portigal & Rosenstein One new thing I learned today is… I’ve got a tip (that you didn’t cover) that works well for me… Yeah, I’ve got a question for ya…
  44. 44. Thank You! SXSWi Portigal & Rosenstein Aviva Rosenstein Lead Usability Analyst, Salesforce.com @uxresearch [email_address] Steve Portigal Principal, Portigal Consulting @steveportigal www.portigal.com [email_address]

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