Here are some methods and tips for user research noobs, care of someone who made the jump from academic to digital strategy. Much thanks to @mattypilz.

1. A Guide to
User Research
For people who don’t like talking to
other people

2. I’m Stephanie.

3. I’m an introvert.
I’m also a Strategist in Brooklyn.

4. I used to be
an academic.

5. For me, research
used to look like this

6. Now it looks
like this

7. Here’s a toolkit for
folks like me... but
first let me explain.

8. You need more
than one tool.

9. These are just
some tools.

10. Specifically, they are methods
the team at FreeAssociation
and I used to get to know
Cornell University’s users.

11. Anyway, here are some research
methods available to everybody
1.
2.
3.
4.
Long interviews
Short interviews
Card sorts
Surveys
Scheduled, broad
1:1 interviews with users
Targeted 1:1 interviews
with potential users,
scheduled
An exercise in
organizing topics
and themes.
A way to gauge initial
perception of the brand
you’re working with

12. Long 1:1
Interviews

13. The Point
Get face time
with your
audience.
Build empathy
with your users.
Figure out
which questions
to ask next.

14. The Process

15. Figure out
what you want
to know
& how.*
Figure out
who you’re
going to
interview.*
*And start recruiting if you’re responsible for it

16. Our sample*
2 High School Students
2 Professors
4 College Students
*This is not statistically significant. That is OK right now.

17. Figure out
what you want
to know
& how.*
Figure out
what you
want to know
& how.

18. Start by mapping
your user’s
journey, even if you
don’t know it yet.

19. Awareness
Browsing
Serious
Browsing
Application
Admission
Consideration
Attendance
They’re looking at
general information
about Cornell.
They’re browsing
majors to look for
their interests.
They apply
through the common
application.
They’re accepted
to Cornell.
They weigh Cornell
against other options.
They decide
to attend.

20. You will need to ask
about it anyway,
because you’re
probably wrong.

21. Asks friends.
Fights parents.
Advice & Exploration,
Independent Online Browsing
They’re looking at
general information
about Cornell.
They’re browsing
majors to look for
their interests.
Counselor
cornell.edu
cornell.edu
admissions.cornell.edu
College prowler
Guides & lists
Maps & contact info
$$$?!
Has a magical
summer.
Application
Admission
Consideration
They apply
They’re accepted
through the common
to Cornell.
application.
Common application
admissions.cornell.edu
Worries.
They weigh Cornell
against other options.
Digital acceptance
communication
from Cornell
PROM?!
cornell.edu
Guides & lists
studentaid.ed.gov
collegeboard
Attendance
They decide
to attend.
Oh...oh... livin’
on a pra-yer

22. Figure out
what you want
to know
& how.*
Write a script
and vet
it with
teammate(s).*
*Always good to have an extra pair of eyes

23. Leverage insights
from analytics and
keyword research to
think of questions.

24. We Asked Questions Like...
What made you
How important was
choose Cornell?
financial aid to you?
What other
schools were you
considering?
What does
“Ivy League”
What digital tools
mean to you?
did you use
to apply?

25. Set clear
goals and
expectations.*
*Include numbers where possible.

26. Leverage insights
from analytics and
keyword research
to set goals.

27. DISCLAIMER:
PEOPLE LIE.*
*Plan accordingly

28. I mean...
not everyone
is honest*
*Plan accordingly

29. DISCLAIMER:
YOU ARE LYING
TO YOURSELF.*
*Plan accordingly

30. I mean...
confirmation bias.

31. Interview, learn,
Figure out
what you want adjust, repeat.
to know
& how.*

32. Tips
Don’t Lead.*
Ask open-ended
questions.
*Vet your script for leading questions with a mentor or teammate.

33. Tips
Write clear
questions.
Partner up.

34. Tips
Embrace
awkward silence.
Actively listen.*
*More like “mhmm,” less like “YEAH, TOTALLY”

35. They are not
1:1 interrogations

36. Be yourself.

37. Unless
you suck

38. Short
Interviews

39. DISCLAIMER:
THIS ONE
IS SCARY.*
*I’m here for you.

40. Basically, you
find your target
Figure out
what you want audience in the
to know
wild...
& how.*

41. ...and you talk to
Figure out
them.
what you want
to know
& how.*

42. The Point
Get insights
from real users
who aren’t in
focus groups.
Confirm pain
points.
Quickly validate
assumptions.

43. Pros
Quick access
to a large
sample size.
Instant validation.

44. Cons
It’s still
self-report data.
Gotta talk
to people.

45. Look, talking to strangers is scary.

46. It’s going to be awkward at first.

47. And you’re going to feel weird.

48. It Gets Better.

49. I Promise.

50. Tips
Start with the
bored-looking
people.
Clearly define
the questions
you are testing.*
*And quantify what success means.
...but don’t
marry your
script (or the
bored people)

51. Because if it’s not working...

52. Some of our assumptions...
Cornell’s weather and location are a turn-off
Students care about school-sponsored traditions
Prospective students use cornell.edu to research the university,
but no one else really uses the site.

53. Some of our assumptions...
Cornell’s weather and location are a turn-off
Nope!
Students care about school-sponsored traditions
Yup!
(If their friends are there)
Prospective students use cornell.edu to research the university,
but no one else really uses the site.
Yes.

54. Reporting
Interview
Insights

55. Personas
Keith
Emily
Marcelo
Roberta

56. Everything Else
Behaviors
Audience Summary
Messages
User Stories

57. Other User
Research
Methods

58. Card
Sort

59. Offline
Online

60. Neat and
mostly free

61. 17 Keiths and Emily’s Total*
*Nielsen recommends 15.

62. Tips
Start recruiting
early.
Offer incentives,
even for
remote tests.*
Stay in touch.
*But supervise participants on Skype or phone, even when remote.

63. Pro
Insight Into
Mental Models of
Target Users

64. Con
Data Is F*!#ing
Hard to Make
Sense of

65. Here’s
How We
Did It

66. Reporting the Data
Tallied Everything Up*
Made it Client-Friendly
*Includes counting on fingers, sobbing audibly, underestimating how long this would take.

67. Next method!
Surveys

68. The Point
Get a lot of
perspective
without a lot of
resources.
Gut check
whether or not
we understand
learnings.

69. Tips
Cast a
wide net.
Take results
with many
grains of salt.

70. Neat and
mostly free

71. Cheat Sheet
Method
Purpose
Timing*
Long 1:1 interviews
Build empathy, understand the journey, identify
opportunities
~2 days - 3 weeks
Short Interviews
Test assumptions drawn from longer interviews
~1 day - 1 week
Card Sort
Inform IA and content relationships
~3-5 days to conduct and process
Surveys
Guide decision towards meeting high-level project
objectives and gut check assumptions
~1 week
Usability Test
Evaluate efficiency, learnabilty, memorability, errors, and
satisfaction
~1 week
Google Analytics
Learn about audience, traffic sources, traffic flow, top
content, and conversions
~1-2 days
*DOES NOT INCLUDE RECRUITING

72. Thanks. Stay in touch.
@stephbwills