An introduction to a few common research methods used in UX design. Presented at Open Network Lab's Data Conference in Tokyo, Japan, June 22, 2012. http://onlabdataconf.peatix.com

1. Onlab Data Conference
Qualitative Data and UX Design
Chris Palmieri
open network lab / tokyo / june 22, 2012

2. 3.7kg 130bpm 4kg 120bpm
28.8cm 11 years 38ºC 10 years
38.6ºC 5 offspring 30cm 7 offspring

4. Illustration: Marie Coons, from The Noun Project

5. 1 2 3 4 5 6 7 1 2 3 4 5 6 7
7 8 9 10 11 12 13 7 8 9 10 11 12 13
14 15 16 17 18 19 20 14 15 16 17 18 19 20
21 22 23 24 25 26 27 21 22 23 24 25 26 27
28 29 30 31 28 29 30 31

7. π ?

8. ? ?
? ?? ?
?? ? ?
?

9. A quick introduction

10. AQ
企業・文化・コミュニティのために、 主なサービス
新たな展開につながる創造的なコミュ ウェブサイトやスマートフォン・
ニケーション・ツールをつくるデザイ アプリの企画制作
ンの会社です グラフィック・デザイン
UXデザインのコンサルティング
@aq_jp
www.aqworks.com

11. TokyoArtBeat.com Tokyo Art Map
1000 galleries & museums 100,00 copies, 6 times a year
MuPon Tokyo Art Beat App
18,000 downloads at ¥500-1000 48,000 paid downloads

14. Definitions

15. What is User Experience (UX)?

16. UX is how someone feels when
they use a product.

17. UX is what they remember
later, and how they describe it
to others.

18. UX is what a product means in
their life.

19. UX is more than how
something looks,
(much more)

20. How it Past Experience
works Expectations
Context
Feeling of Safety
Content Social relevance
Speed How it looks
Goals
Words
UX
Word of
Mouth Sense of Value
Abandonment
Loyalty
Conversion

21. What do Where?
they expect? When? Device
How capabilities
What What do
should language do they know?
it work?
What do they use?
they want How
to know? should
it look? What
With makes them
What qualities who? feel safe?
do they value?
What do
they want
to do?
UX Design

22. UX can’t be fully controlled,
but is effected by every product
decision you make.

23. Qualitative and quantitative

24. Quantitative data tells us
Who?
How often?
Is A working better than B (or C, D, etc.)

25. Quantitative data measures
Purchases
Registrations
Views
User Paths

27. Numbers are powerful.
Comes from real use of working
software.
Easy to communicate.

28. Numbers only tell you
so much.

29. They’re hard to collect
early on.

30. User experience design can’t be
decided by numbers alone.

31. Qualitative captures the why.

32. It’s easier than you think.

33. A combination of qualitative
and quantitative will give you
the most complete picture of
how people use your product.

34. Gathering data

35. Questionnaires

36. Questionnaires can reveal
answers that are hard to derive
from data analytics.

37. When
You want to know where users see value
in your product.
You’re looking for gaps between what
users need and what you have.

41. 走る目的は何ですか？

42. t
or
sp
h er e
ot ap
sh
in
k
ac
tb
ge
i ty
ar
ch
e
ut
ib
tr in
g
a
nn
ru
of
ve p
lo hi
ns
io
an
What is your motivation?
mp
co er
tt
be
g
in
ok
lo
e
m
ti
a
c e
an
st its
di
a l im
my dy
g bo
in nd
sh ou
pu ,s
nd
mi
d
un
so e
m
ti
c e&
ra
a
c e
ra
a
300
225
150
75
0

43. Product focus
e
m
ti
a
e
m
ti
c e&
ra
a
c e
ra
a

44. Card Sorting

45. Card sorting helps you
understand users’ mental
model of your content.

47. Taste? Cut?
Stock? Original?
Real?

50. When
Before choosing categories, navigation
systems, etc.
When it’s not possible to extract
categories from real world use.

51. Usability Testing

52. Usability testing offers a high-
resolution image of how people
are using your product.

53. Test before and after.

54. Prepare
Recruit
Identify a few big questions.
Write a script.
Choose an environment.

55. Test
Explain the purpose.
Set the context for each task.
Ask them to think aloud.
Ask questions.
Take lots of notes!

56. Discuss!

57. “That’s not what
I expected…”
“Well, that’s
cool!”
× ×
Illustration: P.J. Onori, from The Noun Project

58. quick
dirty
often
> controlled
occasional

61. Usability Testing in the Product Cycle
Choose user tasks
Recruit users
Spec build
changes
Write script
Adjust Learn
hypotheses
Build
Product
Cycle Schedule
tests
Extract
learnings
Measure
Consolidate results Conduct test

62. Getting started

63. Rapid UX Design Consulting for Apps & Web Services

64. e
us
no
Alpha
×
Launch

65. Alpha
te
re st
vi
se
hyp
ot
he
s
Paper
is
Prototype te
sp st
ec
ne
x tb
ui
Beta
ld
te
tw st
ea
k
Launch
te
st

66. UX is everyone’s responsibility.

67. UX Design is a profession,
and a skill.

68. ありがとうございました！
Thank You!
chris@aqworks.com http://aqworks.com
ご質問、フィードバックなどを気軽 ケーススタディー、UX/UIデザイン
にどうぞ のエッセー等
@aq_jp
フォローを宜しくお願いします。