Testing the user experience of a product or service in context can be time consuming and expensive. At IceMobile, we’ve developed a simple DIY method to conduct contextual research remotely, called Context Chat. We use chat platforms like WhatsApp to prompt questions and small tasks. It has a low threshold for participants and it gives you rich data input, like photo, video and location. This presentation shows you what Context Chat is and how you can start it yourself.

1. Context Chat
UXCAMP AMSTERDAM 2017

2. Emma Haagen
UX Designer & Researcher
Hi :)

4. Plus
The Netherlands
Appie (AH)
The Netherlands
Azbuka
Russia
Carrefour
France
Big C
Thailand
Alfa Mart
Indonesia
IceMobile: Worldwide experience with a
strong focus on Loyalty & Retail

5. 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

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

7. Context ChatPulse UX Testing
Cultural
relevant research
Experience
Mapping

8. Context Chat
Why
What
Benefits
How

9. [why]

10. not just research in a lab environment
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
[why]

16. We want answers that are relevant and reliable
[why]

17. No popular opinions

18. No predefined answers

19. No predefined questions

20. Overview of the whole experience
(over different channels, moments & places)
Relevant & reliable answers
(freedom to answer, truthful, and in the moment)
[why]

21. Context Chat

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

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

24. [benefits]

25. • Low threshold
[benefits]

26. • Always & everywhere
• Low threshold
[benefits]

27. • Rich data input
• Always & everywhere
• Low threshold to participate
[benefits]

28. • Rich data input
• Always & everywhere
• Low threshold
[benefits]
• Flexible questions

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

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

31. • Rich data input
• Always & everywhere
• Low threshold
• Build personal relationships
• Flexible questions
• Trigger to answer
• Close to your end-user
[benefits]

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

33. [limitations]
Pointed conversationsInterpretation of
text & emoticons
Be standby
?
?

34. RECIPERECIPE
INGREDIENTS & DIRECTIONS
FOR A CONTEXT CHAT
[how]

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

36. 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

37. 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

38. 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.)

39. 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)

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

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

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

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

44. Context
Chat wall

45. enjoy
your insights

46. [summary]
Overview of the whole experience
(over different channels, moments & places)
Relevant & reliable answers
(freedom to answer, truthful, and in the moment)

47. Emma Haagen
UX Designer & Researcher
emma@icemobile.com
slideshare.net/icemobile
Thank you :)
New blogpost about Context Chat coming up!
Check out medium.com/icemobile