Pre-Conference Course: UX Fieldwork - Danielle Cooley
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Trying to get out of the building but don't know where to go, how to get there, or what to do once you are (and when you get back)? This course is for you. We'll cover the who, what, when, where, why, and how of field research: Why field research instead of (or in addition to) other methods Some of the common techniques and how to perform them Tips and tricks for your fieldwork How to analyze all that great data when you get back to the office The best ways to report your findings to best effect change This course will include a couple of hours of actual field research!
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Pre-Conference Course: UX Fieldwork - Danielle Cooley
- 1. UX Fieldwork 22 June 2015 #UXPA2015 @dgcooley 1 Photo via Flickr user Matthew Fern
- 2. Agenda • Introductions • Why Field Research? • An Introduction to Field Research Techniques • Field Research vs. Other Methods • Conducting Field Research • Reporting Field Research Findings • Some Examples from the Real World • LUNCH! • Activity: Poolside Field Research • Activity: Analyze & Present Field Research Findings • Review, Wrap-up, and Questions 22 June 2015 #UXPA2015 @dgcooley 2
- 3. Danielle Gobert Cooley 22 June 2015 #UXPA2015 @dgcooley 3 danielle@dgcooley.com @dgcooley 17 years doing UX work BE, Biomedical and Electrical Engineering – Vanderbilt University MS, Human Factors in Information Design – Bentley University http://linkedin.com/in/dgcooley Selected Work
- 4. Why Field Research? 22 June 2015 #UXPA2015 @dgcooley 4Photo via Flickr user N i c o l a
- 5. 22 June 2015 #UXPA2015 @dgcooley 5
- 6. http://www.mediabarnresearch.com/ 22 June 2015 #UXPA2015 @dgcooley 6
- 7. http://www.mediabarnresearch.com/ 22 June 2015 #UXPA2015 @dgcooley 7
- 8. Photo courtesy of Tom Tullis 22 June 2015 #UXPA2015 @dgcooley 8
- 9. Photo courtesy of Monica Ferraro 22 June 2015 #UXPA2015 @dgcooley 9 @dgcooley
- 10. http://www.mequoda.com/articles/subscription_websites/how-to-conduct-a-usability-lab/ 22 June 2015 #UXPA2015 @dgcooley 10 @dgcooley
- 11. Let’s get real for a moment. 22 June 2015 #UXPA2015 @dgcooley 11
- 12. 22 June 2015 #UXPA2015 @dgcooley 12 @dgcooley
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- 18. “I practice guitar while waiting for data to finish crunching.” 22 June 2015 #UXPA2015 @dgcooley 18
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- 24. And those aren’t even the craziest ones... 22 June 2015 #UXPA2015 @dgcooley 24
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- 33. Photo via Flickr user C.P.Storm It’s definitely time to get out of the building. 22 June 2015 #UXPA2015 @dgcooley 33 @dgcooley
- 34. Fieldwork is great for.. • Really understanding your end users. – Who are they? – What are their actual goals? – What keeps them awake at night? – What’s the best and worst part of their jobs? • Really understanding what environment your product needs to thrive in. – Is it noisy or quiet? – Very bright or dim? – Full of distractions, or with very few? 22 June 2015 #UXPA2015 @dgcooley 34 Good PERSONAS are the result of good fieldwork.
- 35. Types of Field Research 22 June 2015 #UXPA2015 @dgcooley 35 Formal Contextual Inquiry Remote Contextual Inquiry On-site usability testing Follow Me Home And many more!
- 36. Formal Contextual Inquiry • Part 1 – The conventional interview • Part 2 – The transition • Part 3 – The contextual interview proper • Part 4 – The wrap-up 22 June 2015 #UXPA2015 @dgcooley 36 1998 2005
- 37. Remote Contextual Inquiry 22 June 2015 #UXPA2015 @dgcooley 37 Photo via http://remoteresear.ch/gtm/
- 38. On-Site Usability Testing • Conducted at participant’s workstation • Provides some environmental context 22 June 2015 #UXPA2015 @dgcooley 38 Photo credit unknown
- 39. 22 June 2015 #UXPA2015 @dgcooley 39 Photo via Flickr user stevenharris How does fieldwork measure up?
- 40. Field Research vs. Focus Groups • Identify “hot buttons & sales points” • Gathers opinions and self-reported behaviors • Not contextual or observational 22 June 2015 #UXPA2015 @dgcooley 40 http://www.nngroup.com/articles/first-rule-of-usability-dont-listen-to-users/
- 41. Field Research vs. Surveys • Great for quick, quantitative feedback • Very inexpensive • Only get opinions and self-reported behaviors • Tough to focus on details; only effective for broad issues 22 June 2015 #UXPA2015 @dgcooley 41
- 42. Field Research vs. Formal Lab Testing • Useful for both quantitative and qualitative results • Controlled environment • Easy recording and data collection • Labs are expensive to build or rent • Traditionally conducted after-the-fact 22 June 2015 #UXPA2015 @dgcooley 42 http://www.hq.nasa.gov/pao/portal/usability/overview/overview_where.htm http://www.sea.siemens.com/software/product/uslab.html
- 43. Field Research vs. Journaling • Very inexpensive • Self-reported information, but without time delay • Considerable after-the-fact data parsing • Compliance can be difficult 22 June 2015 #UXPA2015 @dgcooley 43 http://www.sftherapy.com/journaling.html
- 44. Field Research vs. Other Methods Qualitative Quantitative Inexpensive Easy to Implement Observational Contextual Focus Groups ? Surveys Lab Testing Journaling ? Field Studies 22 June 2015 #UXPA2015 @dgcooley 44
- 45. Fieldwork can be helpful at any stage in the product lifecycle. Photo via Flickr user Christopher Sessums 45 22 June 2015 #UXPA2015 @dgcooley
- 46. 22 June 2015 #UXPA2015 @dgcooley 46 Begin to understand who your users are and what will make their lives better. Go observe more specific details about their workflows and environments. Do some or all of your testing in the field. (Still not a bad time to visit your users in their workspaces. You can always learn something.) (Yep. Still learning!)
- 47. How-to 1. Plan your study – What do you want to learn? 2. Identify representative end users. 3. GO TO WHERE THEY ARE. 4. Learn all the things. 47 @dgcooley Prepare, prepare, prepare! 22 June 2015 #UXPA2015 @dgcooley
- 48. 1. Plan Your Study • What do you want to learn? • Are you defining requirements? • Do you need to learn about a specific feature? • Just trying to understand your people? 22 June 2015 #UXPA2015 @dgcooley 48 Photo via Flickr user brand0con
- 49. 2. Identify representative end users. • Third-party recruiting firms or market research facilities. • Customer lists • Friends & family • Customer intercepts • Man-on-the street 22 June 2015 #UXPA2015 @dgcooley 49
- 50. Prepare, prepare, prepare! 22 June 2015 #UXPA2015 @dgcooley 50
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- 53. 53 22 June 2015 #UXPA2015 @dgcooley Photo via Etsy seller aaasupply
- 54. Find out what else you’ll need to do there • Photo ID? • License plate number? • Dress codes? – No shoes allowed? Steel-toed boots? Shoe covers provided? – Eye or ear protection? – Will people see your underwear? • Technical requirements or limitations? – Laptop virus scanning? – Phones allowed? – Can you count on WiFi? 22 June 2015 #UXPA2015 @dgcooley 54
- 55. Figure out where the place is • Does Google maps know? – Do they REALLY know? • How long will it take to get there? – Really? Even in traffic? • Where will you park? – How far is that from the venue? – Does that change how you pack all of your gear? • Ask for directions anyway. • Bring a PRINTED backup of your route, and WRITE DOWN the participant’s phone number so you can call if there are issues. 22 June 2015 #UXPA2015 @dgcooley 55
- 56. 3. Go to where they are. 22 June 2015 #UXPA2015 @dgcooley 56
- 57. The Usual Rules Apply • Get written consent for anything you do • Ask open-ended questions • Minimize bias • Provide reassurance to the participant 22 June 2015 #UXPA2015 @dgcooley 57
- 58. Artifacts! Take photos. Make copies. Record videos. 58 22 June 2015 #UXPA2015 @dgcooley
- 59. Practical Challenges • Scheduling issues • Productivity concerns from management • Site security • Rules about photos and videos • Getting there • Considerable additional pre-planning required 22 June 2015 #UXPA2015 @dgcooley 59
- 60. Real-World Artifacts 22 June 2015 #UXPA2015 @dgcooley 60
- 61. Homemade Sales Binders 22 June 2015 #UXPA2015 @dgcooley 61 Several FCs had homemade sales binders like this one.
- 62. Cheat Sheets 22 June 2015 #UXPA2015 @dgcooley 62 “cheat sheet” of BETA codes. The FAs “rarely use” BETA and need a reference when dealing with the home office. (B22) One FC kept an extensive list of home office personnel he had spoken to about various matters. Each folder includes people’s names, their extension, and comments about how helpful or unhelpful they were when the FC spoke with them. (B8)
- 63. Strategic Seating of Clients 22 June 2015 #UXPA2015 @dgcooley 63 The FCs care about projecting an image of absolute excellence. Clients visiting one office (B25) are seated in a specific location so they can see… …that, no matter what, the market goes up. … the FC’s many diplomas, certifications, and honors. … an organized set of files containing the necessary forms for various products. … any hustle and bustle in the office to convey that we’re busily working on earning people money.
- 64. Workflow Processes 22 June 2015 #UXPA2015 @dgcooley 64 (HO3)The follow-up process for problem accounts/issues is very cumbersome and paper-intensive. There isn't an efficient systematic process for reconciling issues. The current process relies on the <company> resource to "remember" to go through these folders with some frequency, send follow-up wires (which may or may not be acknowledged in a timely manner), and try to reconcile the issue. Note the names on the folders: •Pending OK to Trades (Accts in date read order, need them by Acct # order) •*IMPORTANT* Daily Immediate Follow Up •Need Sign-off from Money Manager (Accts in date read order, need them by Acct # order) •Problem Follow up Two items in the far background: •MGR Index - This hardcopy of about 50+ pages is held together by a binder clip and contains information/instructions from the corporate intranet, along with personal emails and other artifacts on how to handle certain situations. The emails and artifacts are peppered with hand-written notes. •Select Advisor Account Checklist
- 65. Checklists & Instructions 22 June 2015 #UXPA2015 @dgcooley 65 3 different teams showed us their homemade instructions or checklists for setting up fee-based accounts.
- 66. Surprises 22 June 2015 #UXPA2015 @dgcooley 66
- 67. Workflows 22 June 2015 #UXPA2015 @dgcooley 67 YAY! A book! Loved it!
- 68. 22 June 2015 #UXPA2015 @dgcooley 68 bit.ly/garconapp
- 69. Affinity Diagrams • Not just for brainstorming • Useful to organize your own thoughts or to aggregate findings from multiple interviewers 22 June 2015 #UXPA2015 @dgcooley 69 http://www.adamatorres.com/gallery-project/?page_id=106 Usabilitynet.org/tools/affinity.htm
- 70. Analyze Field Research Findings 22 June 2015 #UXPA2015 @dgcooley 70 Analysis Photo via Flickr user Jacob Bøtter
- 71. Other Tools 22 June 2015 #UXPA2015 @dgcooley 71 Microsoft OneNote mind mapping
- 72. Reporting Field Research Findings • The usual rules apply – Provide a concise executive summary – Explain what you did – Share both positive & negative findings – Provide visual explanations whenever possible – Protect your participants’ anonymity – Include your artifacts! 22 June 2015 #UXPA2015 @dgcooley 72
- 73. Reporting Field Research Findings • Sample Visual Explanations 22 June 2015 #UXPA2015 @dgcooley 73 http://www.xplane.com
- 74. Recap & Additional Resources • Field research is an important tool that provides advantages over other user research techniques. • Logistical challenges exist (but are worth it). • It’s FUN! 22 June 2015 #UXPA2015 @dgcooley 74 http://www.portigal.com/series/WarStories/
Notes de l'éditeur
- The participant room at Mediabarn in Arlington, VA, USA.
- Participant room at Mediabarn in Arlington, VA, USA.
- Participant room in the recently decommissioned usability lab at Fidelity Investments in Boston, MA, USA.
- Participant room in the usability lab at Webcredible, a UX agency in London, UK.
- People’s real workspaces don’t look like usability labs.
- Ok. *Some* real workspaces kindof look like usability labs.
- My home office today, including an IKEA-hacked standing desk.
- Multiple monitor setups in varying arrangements are increasingly prevalent in today’s office workspaces.
- This person has multiple monitors and multiple computers.
- Improvised monitor stands emerged as a theme.
- LOTS of improvised monitor stands. (Note 4 screens and 3 machines, here.)
- How many of you have feather boas in your labs? Moreover – what’s *not* in this photo? That’s right. The computer. When I asked people for photos of their “workspace,” this person (an elementary school administrator) didn’t even think to include their computer in the photo – a reflection of just how much their work *isn’t* about its digital components.
- The computer is almost entirely out of frame, on the right.
- People’s real workspaces don’t look like usability labs.
- Humane Society field agent’s workspace.
- A Nashville, TN police cruiser.
- A New Jersey sportswriter covering the Beijing Olympics.
- The same New Jersey sportswriter, his colleagues, and the crew after the 2012 Super Bowl in Indianapolis.
- An OR nurse in Florida.
- A mountain rescuer. “This is me and Verena, one of our nurses, with a bonked out diabetic hiker waiting for a litter to arrive.”
- “Me, shortly after witnessing the guy at my feet pitch 40’ off a cliff sustaining multiple injuries in a remote wilderness climbing area, trying to coordinate what would eventually become a massive rescue effort culminating in a helicopter hoist.”
- “Me, shortly after witnessing the guy at my feet pitch 40’ off a cliff sustaining multiple injuries in a remote wilderness climbing area, trying to coordinate what would eventually become a massive rescue effort culminating in a helicopter hoist.”
- And now let’s look at some REAL workspaces.
- Part 1 – The conventional Interview * Friendly Q&A, introducing yourself and getting to know the participant * Explain your role; put participant at ease * Get signatures on paperwork for recordings/photos * Get an overview of the problem at hand and the work to be done during the session * 15 minutes, max Part 2 – The transition * Brief, but important * Basically, explaining that friendly Q&A time is over, and it's time to get to work * Explain that you'll be observing while the participant works, and that you will be interrupting to ask questions Part 3 – The contextual interview proper * Participant works; you observe * Basically, be a big PITA – interrupt with questions, follow the participant around, ask about any phone calls made or taken, emails sent, printouts, references to job aids, etc. * Participant may take a break at any time (of course) * Take copious notes Part 4 – The wrap-up * Describe to the participant your understanding of what you saw/learned to ensure you have a proper understanding. * Customer corrects any misunderstandings you may have/clarifies your findings * Allow approximately 15 minutes
- Advantages: - See exactly what end users see (screen size, window size, version, customizations, personalizations, actual method of interaction) - Accurate recording of entire session - Less expensive and faster than in-person field study Disadvantages - Lose environmental context (light, noise, distractions, interruptions, physical layout of workspace) - May be technical challenges (firewalls, software compatibility)
- Like lab-based testing: Has predefined tasks Can be recorded (via camtasia or similar) with some extra work Can be performed at any stage in the design cycle Unlike lab-based testing: Is conducted at the participant's workstation Provides insight into the user's work environment (lighting, sounds, desk space, distractions) On-site testing does have some logistical challenges. Differences in computing systems may present compatibility issues with your prototype. Site security and intellectual property issues are the same as with any field research technique. On the other hand, if you don't have a usability lab, this method can provide considerable cost savings over traditional lab testing while gathering contextual information and maintaining the integrity of a qualitative test. (This method is not well-suited for quantitative usability testing.)
- The key here is that what people do and what they say they do are two very different things.
- While surveys have their place, there's still that (very serious) issue of self-reported behavior. Some, like ForeSee, can provide some accurate reporting of behavior, but the capacity for doing so is highly dependent on the type of site or application for which information is being aggregated. There's always the option of a freeform response for some survey questions, but that sort of negates the benefits (fast, cheap, quantitative) of a survey.
- Traditionally done after-the-fact on completed software, although I'd wager that's not the most typical use anymore. Has the advantage of a controlled environment – especially useful for before/after testing and when gathering quantitative data like click counts and time on task. This method can be expensive, particularly if you are renting lab space. Best used when combined with field methods to ensure the correct features and tasks are being tested.
- While journaling also provides self-reported information, that information is (supposedly) recorded in real-time, so the participant's understanding of the situation is clearer, and s/he is not relying on memory. If the journals will be kept with pen & paper, reading the participants' handwriting can be a real issue. This is a very inexpensive method of data collection, although it does require a lot of time after the fact to read the journals and organize the information they contain.
- Clearly, Field Research isn't appropriate for every situation. But it's equally clear that it can't be replaced with a simple survey or even by a focus group or formal usability test.
- When can or should you do fieldwork? There’s rarely a bad time to do it. As with many User research activities, though, the greatest benefit is realized when performed early in the product lifecycle.
- You may have heard there’s no crying in baseball. It’s true.
- You may not have heard, though, that there are no copy machines in the field! Get your paperwork together ahead of time. ALL of it.
- There will be no chances to make extra copies! I highly recommend a single manila envelope per participant, plus extra copies of all necessary paperwork.
- Get written consent for anything you do, especially for taking any photos or videos where your participant's face is visible. Ask open-ended questions -Limiting interaction - You: Do you like that the button is in the upper right hand corner? Participant: No. -Better- You: Talk to me about that button. Participant: Well, when I fill out the form, I end up at the bottom of the page, where the “Cancel” button is. A lot of times, I end up accidentally hitting “Cancel,” which means I have to redo the whole form. Minimize bias Don't let the participant know what you think about the workflow or the application or tool you're evaluating. You're there to find out what THEY do and think. Provide reassurance to the participant Do your best, explicitly and with your body language and tone, to remind them that there are no wrong answers and that you're really interested in what they're doing and their opinions about their work.
- Don't be afraid to collect a lot of artifacts. (Always with permission, of course.) Take photos – of the person's workspace, of important environmental factors, of the distance from the desk to the fax machine or printer, etc. When feasible, record short videos. Make copies of job aids people have created to help themselves with their work. Don't be afraid to ask for screen shots or to take actual physical measurements if necessary.
- Scheduling issues When people come to you, they've set aside time to spend with you, focused on your shared goals. When you go to them, you sometimes need to work around a lot of other people's schedules as well, particularly if you're spending a whole day working with a series of people. Productivity and morale concerns from management If you're observing in a call center, they don't stop gathering statistics for that day. In that and other situations, management might be overly concerned that your presence will have a negative effect on their metrics for the day. Since politics are everywhere, there may be some issues with who does/doesn't get to participate, particularly if participant compensation is involved. Site security issues Always find out ahead of time what you need to do to enter the site/parking lot, where to park, what to tell any security personnel when you enter the building, and what documentation (driver's license, plate number, etc.) to have ready. If you need to be preregistered, make sure your on-site contact does so. Follow ALL applicable site safety rules (e.g., hard hats, eye/ear protection, etc.) - sometimes this can make data collection challenging. Rules about photos & videos Not surprisingly, companies are careful about protecting their intellectual property from competitors. You may not be allowed to collect the artifacts you'd like to. Pre-planning Organization is critical. Have all questionnaires and any other paperwork/artifacts grouped, packaged, and labeled ahead of time.
- For our field research today, we’ll be using a very rough, incomplete prototype of an app called Garcon. It’s intended for use by people enjoying themselves poolside at resorts like this one.
- http://usabilitynet.org/tools/affinity.htm Affinity diagramming is used to sort large amounts of data into logical groups. Existing items and/or new items identified by individuals are written on sticky notes which are sorted into categories as a workshop activity. Affinity diagramming can be used to: * analyze findings from field studies * identify and group user functions as part of design * analyses findings from a usability evaluation ====================== Make a separate note for each item captured during your interpretation of your notes. Put notes up on the wall one at a time. After each note goes up, add notes that go with it. When there are too many groups to keep track of, start labeling them, ideally with a different colored note than the one you're using for individual items. As groups accumulate individual notes, break them down so there are no more than 4 notes in a group. Add additional notes (again, ideally with different colors) to collect groups. - Modified from Beyer & Holtzblatt, 1998.
- http://office.microsoft.com/en-us/onenote/default.aspx Office OneNote 2007 is a digital notebook that provides people one place to gather their notes and information, powerful search to find what they are looking for quickly, and easy-to-use shared notebooks so that they can manage information overload and work together more effectively. It delivers the flexibility to gather and organize text, pictures, digital handwriting, audio and video recordings, and more — all in one digital notebook on your computer. Mind mapping resources: http://en.wikipedia.org/wiki/Mind_map http://en.wikipedia.org/wiki/List_of_mind_mapping_software http://freemind.sourceforge.net/wiki/index.php/Main_Page
- Visual descriptions can be extremely polished or as simple as a basic flow chart.