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UX Research Workshop, DTX 2020
- 1. UX Research Practical Techniques for Designing Better Products David Farkas Digital Tech Summit, March 2020
- 2. #PracticalResearch @dafark8 Who is this guy? EPAM @dafark8 Co-Author of UX Research Research, Strategy, Workshops, Improvisation CollaborativeImprov.com #PracticalResearch
- 3. #PracticalResearch @dafark8 History of Research & Good Questions Quantitative & Qualitative Methods Method Selection Choosing Methods Mind Map Exploration Break Making Sense of the Mess CandyLand Analysis & Spectrum Analysis Communicating Insights Samples Findings & Synthesis Getting the Most Out of Research Planning for the Future Q&A Today’s Plan
- 4. #PracticalResearch @dafark8 Section 1 History of Research & Good Questions I don’t pretend we have all the answers. But the questions are certainly worth thinking about. - Arthur C. Clark “
- 5. #PracticalResearch @dafark8 Research Predates Computers • Research in Manufacturing • Research in Engineering • Research in Automobiles
- 6. #PracticalResearch @dafark8 Enter Human Factors • The Measure of Man • Field Research • Ergonomics • KLM
- 7. #PracticalResearch @dafark8 Human Factors in Aerospace
- 9. #PracticalResearch @dafark8 Field Research is observational research of a user’s tasks and behaviors, most usually conducted on location or in context where the behaviors usually take place. Field Research, Defined
- 10. #PracticalResearch @dafark8 A good question seeks to explore the unknown in a targeted and guided way, while putting the participant at ease to open up and provide feedback you might not have expected or anticipated. Good Questions, Defined
- 11. #PracticalResearch @dafark8 Types of Questions • Basic & Demographic • Process Oriented • Explanatory • Descriptive • Time-Based • Frustrations • Ideals • Dreams
- 12. #PracticalResearch @dafark8 Structure of a Question
- 13. #PracticalResearch @dafark8 Trademarks of a Question Good Questions Are: • Open-ended • Balance specificity • Flow naturally Bad Questions Are: • Leading • Shallow • Personal or unconscious bias
- 14. #PracticalResearch @dafark8 When to Break the Rules • Leading - Elicit Emotional Responses • Shallow - Warming Up • Personal Bias - Devil’s Advocate
- 15. #PracticalResearch @dafark8 Section 2 Quantitative & Qualitative Methods Objectivity requires taking subjectivity into account. - Lorraine Code “
- 16. #PracticalResearch @dafark8 Quantitative Research focusses on objective measurements through statistics and analysis most often collect through surveys, polls, and data analytics. Quantitative, Defined
- 17. #PracticalResearch @dafark8 What Quantitative Is… • Measured and quantified • Automatically collected or gathered • Based on trends & historical data • Defines the “what” and “how” • Cannot define the “why”
- 18. #PracticalResearch @dafark8 What Quantitative Is Not… • Why something is working • How something is broken • Trends. Only represent past behaviors, not future actions • Generalized. Specific to the question and doesn’t uncover hidden trends
- 19. #PracticalResearch @dafark8 3-Phases of Research
- 23. #PracticalResearch @dafark8 Heat Map (Eye Tracking)
- 24. #PracticalResearch @dafark8 Card Sorting (Debatable as Quant)
- 25. #PracticalResearch @dafark8 Words of Quantitative Caution • Lots of different methods • Not all are always appropriate • Understand when qualitative produces more tangible results • Quant requires larger population/sample sizes
- 26. #PracticalResearch @dafark8 Qualitative Research focusses on behaviors and motivations through direct observation interaction with participants. Qualitative, Defined
- 27. #PracticalResearch @dafark8 What Qualitative Is… • Subjective • Emotionally Driven • Based on Perceptions • Explore the rationalization, or “why” of behavior
- 28. #PracticalResearch @dafark8 What Qualitative Is Not… • How many folks experience the same issue? • How to fix something • Guarantee Truth • Actionable without synthesis
- 33. #PracticalResearch @dafark8 Product Testing (Concept Validation)
- 34. #PracticalResearch @dafark8 Words of Qualitative Caution • Stakeholder (often) require cold, hard facts • Answers are not binary • Responses are from smaller data sets
- 35. #PracticalResearch @dafark8 Activity - Method Selection Supplies • Blank Paper Steps • Reflect on a research problem • Identify questions • Identify participants • Method selection
- 36. #PracticalResearch @dafark8 Discuss - Method Selection • Did you gravitate to some methods over another? • Why? • What were some challenges in choosing methods?
- 37. #PracticalResearch @dafark8 Section 3 Choosing Methods But choose wisely, for while the true Grail will bring you life, the false Grail will take it from you. - Grail Knight, Indiana Jones and the Last Crusade, 1989 “
- 38. #PracticalResearch @dafark8 Define Your Questions • What are your Goals • Stakeholder Needs • Sample Size • Location • Budget • Timeline
- 39. #PracticalResearch @dafark8 Mixing & Matching Methods • Use Quantitative to inform Qualitative • Examples • Analytics inform Contextual Inquiries • Surveys support Customer Feedback
- 40. #PracticalResearch @dafark8 Mixing & Matching Methods • Map the method(s) to the goals • Workflow? Don’t use Card Sorting • Motivations? Don’t use Analytics
- 41. #PracticalResearch @dafark8 Activity - Mind Map Supplies • Mind Map template • Pen & pencil Steps • Reflect on previous activity • Choose one question • Identify & gauge methods & opportunities
- 42. #PracticalResearch @dafark8 Discuss - Mind Map • Did writing doesn’t the risks / opportunities change your perception of the methods? • What is a risk you saw throughout a number of your methods?
- 43. Break
- 44. #PracticalResearch @dafark8 Section 4 Making Sense of the Mess Data doesn’t exist. Information exists and it’s ephemeral. When we capture it, it’s data. - TED Radio Hour, Big Data Revolution “
- 45. #PracticalResearch @dafark8 Analysis is the process of transforming raw data into actionable information and insights. Analysis, Defined
- 46. #PracticalResearch @dafark8 Value of Analysis • Validates assumptions (challenges hypothesis) • Provides insights • Informs requirements • Based on data
- 47. #PracticalResearch @dafark8 Steps to Analysis • Gather data points • Choose approach • Model data • Rinse & repeat
- 50. #PracticalResearch @dafark8 Digital Affinity Diagrams (Trello)
- 54. #PracticalResearch @dafark8 Activity - Candyland Analysis Supplies • Candy! Steps • Organize the candy based on some attribute or interest • Pause • Reflect • Reorganize & repeat
- 55. #PracticalResearch @dafark8 Activity - Candyland Analysis Supplies • Candy! • Paper Steps • Draw 5-6 horizontal lines on the paper • Label each line with two extremes (e.g. salt/sweet) • Place candies along the scales
- 56. #PracticalResearch @dafark8 Discuss - Candyland Analysis • How did you first organize the candies? Why? • How did you organize the candy the second time? • What is one thing you saw differently across your organization methods?
- 57. #PracticalResearch @dafark8 Section 5 Communicating Insights It takes as much energy to wish as it does to plan. - Eleanor Roosevelt “
- 58. #PracticalResearch @dafark8 Define Your Audience • Research & product team • Business executives • Business stakeholders • Product owners
- 59. #PracticalResearch @dafark8 Define Your Goals • Validate assumptions • Promote & sell product • Gain buy-in • Promote more research • Explore business needs
- 60. #PracticalResearch @dafark8 Define Your Format • Powerpoint • Executive summary • Narrative exploration • Detailed exposition • Video • Full Readout
- 61. #PracticalResearch @dafark8 Define Your Story • What is your audience interested in? • What do you want to achieve? • Business strategy • Product roadmap • Discoveries & opportunities • Identify additional research • Identify knowledge gaps • What should you use to communicate that goal? https://www.flickr.com/photos/rosenfeldmedia/25672123376/in/album- 72157665621011091/
- 65. #PracticalResearch @dafark8 1 3 7 8 SHARE FACEBOOK ICON TWITTER ICON Aug. 14, 2012 Highlights for recycling. (more) in energy assistance. (more) te quia vit (more) Strum voluptas dolut quat estint quos re- hent. (more) Evendit isintio nseque pro bla consect enienihil ipicient. (more) (235xScalable) Ameren and...Highlights Go Paperless! Turn off your paper bill and receive... (more) LOGO SEARCH GO 1 DID YOU KNOW CONTENT AREA UserID Password LOGIN Create Account Other Logins Refrigerator Free pick up... (more) 2 Expiring law could (more) It is essential to how we do business... (more) Lorem Ipsum It is essential to how we do business... (more) 3 5 6 Ameren employees volunteer... (more) 4 Power statement About Ameren Social Media My Account PAYBILL VIEW BILL VIEW PAYMENT HISTORY REPORT OUTAGE TEMPLATE 1A-1 CORPORATE WITH HIGHLIGHTS AREA MY ACCOUNT Size is mindful of the Banner dimensions to add to consistency ROTATING BANNER Increased banner size 2.1 Banner progress status, number of shapes will indicate how many banners (3 should be minimum) and will have an indicator to show which banner is active ADDITIONAL CALLOUTS 3.1 About Ameren 3.2 3.3 Social Media icons are repeated and more accessible MY ACCOUNT Above fold, more accessible, and larger 4.1 Report an Outage within the My Account section and equal size to other callouts in this area HIGHLIGHTS Highlights only appear in the Corporate homepage template CHICLET AREA Newly designed chiclets DID YOU KNOW Anchored to bottom of page layout column. Will contain call to action FOOTER Contains copyright information and links 7.1 Share and social media links repeated in footer 1. 2. 3. 4. 5. 6. 7. AMEREN HOMEPAGE WIREFRAME TEMPLATE (196xScalable) 2 4 5 6 2.1 3.1 3.2 3.3 7.1 4.1 Product Requirements
- 66. #PracticalResearch @dafark8 Activity - Synthesize Research Supplies • Research notes • Post-it notes Steps • Review research notes • Collect data points • Group data points • Label groupings
- 67. #PracticalResearch @dafark8 Discuss - Synthesize Research • How can you look at the data points through different points of view? • How do you determine which groupings take priority?
- 68. #PracticalResearch @dafark8 Section 6 Getting the Most Out of Research Study the past if you would define the future. - Confucius “
- 69. #PracticalResearch @dafark8 Research is Ongoing • Research to learn • Research to define • Research to make • Research to do
- 70. #PracticalResearch @dafark8 Research Starts with Questions • Questions at any stage of a project lifecycle • No bad time for questions • No bad time for research • Research can be small or large
- 71. #PracticalResearch @dafark8 Research at every phase
- 72. #PracticalResearch @dafark8 Risks of Skipping Research • Defining the wrong product • Build the wrong features • Feature creep • Code debt • Design debt
- 73. #PracticalResearch @dafark8 Activity - Plan for Tomorrow Supplies • Research findings • Post-it notes • Plan for Tomorrow worksheet Steps • Work through each column • 5-minutes per column • Discuss
- 74. The best time to plant a tree do research was 20-years ago last sprint. The second best time is today. -Chinese Proverb, Adapted
- 75. #PracticalResearch @dafark8 Thank You! David_Farkas1@epam.com David Farkas @dafark8 CollaborativeImprov.com Key Resources: Turnaround Podcast with Jesse Thorn Discussing Design, Connor, Irizarry Design the Conversation, Nunnally & Unger