1.
Context Chat

2.
Emma Haagen
UX Researcher - Data Storyteller
Hi :)

3.
Copyright © A. Witteman & R. van den Oever, All Rights Reserved.
• Amsterdam based company (& offices in Hong Kong, Shanghai & Toronto)
• 130 employees
• 30 nationalities
• Either a foodie, code king, design nerd, beer brewer or unicorn
IceMobile Amsterdam

4.
Why?
How?
Customer Insights
Data Analysts & Data Scientist
UX Lab
Data Storytellers
Who? What? When?
Where?
How many?
How often?
… What next?
RESEARCH TEAM

5.
Context ChatPulse UX Testing
Cultural
relevant research
Experience
Mapping

6.
Context Chat
Why?
What?
How?
Do’s & Dont’s

7.
Overview of the whole experience
Relevant & reliable answers
Effective data
[why]

8.
So we actually wanted many
things at the same time…

9.
not just research in a lab environment

10.
but in context

11.
so not one isolated task

12.
so not one place

13.
so not one moment

14.
so not one channel

15.
research in context creates an overview of
all interactions, which take place on
different
moments
different
places
different
channels
motivation

16.
We want answers that are relevant and reliable

17.
No popular opinions

18.
No predefined answers

19.
No predefined questions

20.
We also want data that is effective

21.
So no endless amounts of raw dataSo no endless amounts of raw data

22.
No extended reports that no one readsNo extended reports that no one reads

23.
No presentations that everyone
nods to and then forgets
No presentations that everyone
nods to and then forgets

24.
Not the researcher that learns mostNot the researcher that learns most

25.
That was a lot…

26.
Overview of the whole experience
(over different channels, moments & places)
Relevant & reliable answers
(freedom to answer, truthful, and in the moment)
Effective data
(quick and easy to process - data that people
remember and pass on to each other)

27.
Context Chat

28.
Context chat is a qualitative research method for
doing contextual user research by using local mobile
chatting platforms.
[what]

29.
[what]
Ask questions
Share experiences via text,
photo & video

30.
[advantages]

31.
• Low threshold
[advantages]

32.
• Always & everywhere
• Low threshold
[advantages]

33.
• Flexible questions
• Always & everywhere
• Low threshold
[advantages]

34.
• Flexible questions
• Always & everywhere
• Low threshold
• Rich data input
[advantages]

35.
• Flexible questions
• Always & everywhere
• Low threshold
• Rich data input
• Trigger to answer
[advantages]

36.
• Flexible questions
• Always & everywhere
• Low threshold
• Rich data input
• Trigger to answer
• Close to your end-user
[advantages]

37.
• Flexible questions
• Always & everywhere
• Low threshold
• Quick set-up
• Rich data input
• Trigger to answer
• Close to your end-user
1
2
3
[advantages]

38.
[limitations]
Pointed conversationsAttract mainly
enthusiasts
Be standby
?
?

39.
RECIPERECIPE
INGREDIENTS & DIRECTIONS
FOR A CONTEXT CHAT

40.
INGREDIENTS
Device (phone+sim card/computer)*
App (WhatsApp, WeChat, Viber, Line etc.)*
Participants
1
2
3
*Depending on the chat platform

41.
INGREDIENTS
Device (phone+sim card/computer)*
App (WhatsApp, WeChat, Viber, Line etc.)*
Participants
*Depending on the chat platform
Who?
How many?
How to recruit?
1
2
3

42.
INGREDIENTS
Device (phone+sim card/computer)*
App (WhatsApp, WeChat, Viber, Line etc.)*
Participants
Incentive
*Depending on the chat platform
Who?
How many?
How to recruit?
1
2
3
4

43.
DIRECTIONS
Make a research plan1
• Research goal
• Layout of questions (which topics you want to touch)
• Research setup (period, amount of questions, return gift etc.)

44.
DIRECTIONS
Make a research plan
Send welcome messages
1
2
• Intro about yourself
• Explain set up
• State what you want from them
(stories about experiences)

45.
DIRECTIONS
Make a research plan
Send welcome messages
Send first question
1
2
3
Keep the subject broad
Set the stage

46.
DIRECTIONS
Make a research plan
Send welcome messages
Send first question
Reply
1
2
3
4

47.
DIRECTIONS
Make a research plan
Send welcome messages
Send first question
Reply
Send next question…
1
2
3
4
5

48.
DIRECTIONS
Make a research plan
Send welcome messages
Send first question
Reply
Send next question…
1
2
3
4
5
6 Send return gift

49.
DO’s
and
DONT’S
DO’s
and
DONT’S

50.
DO’s
• Be informal, like a conversation
• Mention question #
• Give to get
• Ask about the topic, not the research question
• Ask about specifics in the moment or the past
• Always send a reply, give quick replies in the beginning

51.
• Don’t be a robot
• Don’t ask things you can measure in another way
• Don’t combine too many questions in one message
DONT’s

52.
QUESTIONS THAT WORK WELL…
• Can you show me step by step how you do X?
• Personalised questions: Last time you said X, how is that now?
• What was your most positive and what was your most negative
experience with X?
• Let a friend of the participant take a video interview
• Start selfie & end selfie

53.
context
chat wall

54.
enjoy
your insights

55.
[summary]
Overview of the whole experience
(over different channels, moments & places)
Relevant & reliable answers
(freedom to answer, truthful, and in the moment)
Effective data
(quick and easy to process - data that people
remember and pass on to each other)

56.
Emma Haagen
UX Researcher - Data Storyteller
emma@icemobile.com
Thank you :)