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Collaborative
Research
with Erika Hall
Hello!
I have a
question...
Do you enjoy
being right?
You are correct!
Yessss!
?
Flickr/Chris Voll
Collaborative Research
Ego!
Assuming
!=
Determining
Research!
Agenda
9–10:30

Introduction. Collaboration and
Research. Forming Your Questions.

10:30–11

Morning Tea

Agenda

11–12:30

12:30–1:30

Activities. Interviewing.
Lunch

1:30–3

Analysis & Models

3–3:30

Afternoon Tea

3:30–5

Analysis & Models Contd. Reporting
& Sharing.Wrap-up
Flickr/Jerome Collins
Collaborative Research
Design-Led

Design-led
with
participatory
mindset

Design-led
with
expert mindset

Expert
Mindset
Users seen as
subjects

Participatory
Mindset
Users seen as
partners
Research-led
with expert
mindset

Dubberly Design Office

Research-led
with participatory
mindset

Research-Led
Goal Driven
Increase chance
of success
Reduce risk

Skeptical Mindset
Willing to question the
value of any approach
Collaboration
Collaborative Research
Collaborative Research
Dogma!
How?
Collaborative Research
Chris Noessel
Collaborative Research
Why?
Goals
Collaborative Research
Collaborative Research
LeanUX Principles:

Design thinking
Agile methods
Lean startup method
Extreme
Uncertainty
Design
Thinking
“Design thinking is a humancentered approach to
innovation that draws from the
designer's toolkit to integrate
the needs of people, the
possibilities of technology, and
the requirements for business
success.”
– Tim Brown, president and CEO IDEO
Collaborative Research
Dogma
Context
Real World

Your
Organization

Your
Users

Context
UX
Business

Business
UX

UX

Business
UX

Business
UX

UX
UX
Locate your risk
Flickr/Kris Krug
Collaborative Research
Where are you
coming from?
Commit to working
collaboratively
Establish a process.
Collaborative Research
Overcome
objections
We don’t have
the time.
We don’t have
the money.
We don’t have
the expertise.
We’re already
A/B testing
Everyone wants
better products.
No one wants to
read a report.
Design is active.
Reading is passive.
Research is active.
Embrace conflict
Collaborative Research
One Simple
Process
Form
Questions

Gather
Data

Analyze
Data
Form
Questions

Think
Critically

Analyze
Data
Form
Questions

Observe

Analyze
Data
Form
Questions

Interview

Analyze
Data
Form
Questions

Read

Analyze
Data
Think
Critically

Observe

Form
Questions

Interview

Experiment

Read

Analyze
Data
Interpretation

Interpretation

Interpretation

Interpretation
Shared
Reality
Collaborating
with
Strangers
A design project
is a series of
decisions.
Research
is a craft.
Bias
Confirmation Bias:
You selectively weight
the information that
confirms what you
already believe.
Sampling Bias:
Your sample of
research subjects isn’t
sufficiently
representative.
Interviewer Bias:
You insert your
opinion into
interviews.
Social Desirability Bias
People don’t say the
true things that they
worry will make them
look bad.
Dunning-Kruger
Effect
Unskilled people feel
overly confident.
Competent people are
less so.
Forming
Questions
Good Questions

Specific
Actionable
Practical
A Bad Question

“What do
people think
about pets?”
A Better Question

“How do
single urban
adults choose
and acquire a
pet?”
A Bad Question

“What do
people do
around here all
day?”
A Better Question
“How do we
coordinate
communication
priorities across
departments?”
Critical
Thinking
Critical Thinking

Disciplined
Self-correcting
Clear
Logical
Uncritical Thinking

“I hate yellow,
so all yellow
websites are
total failures.”
Critical Thinking

“I hate yellow,
but based on
the evidence, it
might work for
our audience.”
Collaborative Research
Research and Collaboration
Working together across disciplines and making decisions
based on evidence shouldn’t be hard, but they can be.
Done right, research and working collaboratively reinforce each
other through a shared understanding of reality.
Start with your goal in mind, not with any process or buzzword.
Asking questions and cutting across traditional roles can both
be threatening to the established order.
Commit to clear communication and critical thinking.
Research questions follow from goals, assumptions, and risk.
Always have a framework and a plan.
Break!
Activities!
Form
Questions

Gather
Data

Analyze
Data
Gather Data
Collaborative Research
Collaborative Research
Interviews

Interviews

Users

Contextual
Inquiry
Literature
Review

Usability
Testing
Descriptive

Descriptive

A/B
Testing

Evaluative

Generative

Questions
About

Org
Analytic

Product

Evaluative

Evaluative
SWOT
Analysis

Usability
Testing

Analytic

Competitive
Analysis
Brand
Audit

Competition
Heuristic
Analysis
Research
Activities

Topic
Purpose
Time
Money
Purpose (Decision Type):
What needs doing?
What are people doing?
How is this thing working?
Purpose (Decision Type):
Find new product idea.
Better meet an identified need.
Iterate on existing product.
Purpose (Decision Type):
Generative.
Descriptive
Evaluative
Why Not Just
Prototype?
Collaborative Research
If we only test bottle
openers, we may
never realize
customers prefer
screw-top bottles.
– Victor Lombardi, Why We Fail
Organizational
Research
Collaborative Research
Organizational
research is good for:
Requirements
Politics
Workflow
Capabilities
Goodwill
Requirements

What are the
top business
priorities for
this project/
product?
Politics

What does
success mean
to the
individual
stakeholders?
Workflow

Do we have to
change how
people are
working
together to be
successful?
Workflow

How do we
have to change
how people are
working
together to be
successful?
Workflow

How can we
possibly change
how people are
working
together?
Capabilities

What are the
strengths and
weaknesses of
our team?
Capabilities

Where is the
internal
expertise?
Goodwill

How can this
project make
your job easier
(or harder)?
Collaborative Research
Collaborative Research
Basic Stakeholder Questions
What is your title? How long have you been in this role?
What are your essential duties and responsibilities?
What does a typical day look like?
Who are the people you work most closely with? How is that
going?
What does success mean from your perspective, what will have
changed for the better once this project is complete?
Do you have any concerns about this project?
What do you think the greatest challenges to success are?
Internal and external?
For each stakeholder, note the following:
What’s their general attitude toward this project?
What’s the goal as they describe it?
To what extent are this person’s incentives aligned with the
project’s success?
How much and what type of influence do they have?
Who else do they communicate with on a regular basis?
To what extent does this stakeholder need to participate
throughout the project, and in which role?
Is what you heard in harmony or in conflict with what you’ve
heard from others throughout the organization?
Stakeholder power moves
“Why are you asking me this?”
“I don’t understand that question. It doesn’t make any sense.”
“I don’t feel comfortable talking to you about that.”
“No one pays attention to anything I have to say, so I don’t
know why I should bother talking to you.”
“How much more time is this going to take?”
10 minutes practice.
What is your title? How long have you been in this role?
What are your essential duties and responsibilities?
What does a typical day look like?
Who are the people you work most closely with? How is that
going?
What do you think the greatest challenges to success are?
Internal and external?
User
Research
Ethnography
Photo: Flickr/theloushe
The Four Ds of
Design Ethnography
Deep Dive
Daily Life
Data Analysis
Drama
“...true ethnography
reveals not just what
people say they do,
but what they actually
do.”
–PARC
Collaborative Research
Photo: Flickr/lintmachine
The Art of The
Interview
How to do bad user
research:
Ask what people want
Everybody Lies
Interviewing is not
talking.
Interviewing is
listening.
You

The
Comfort
Zone

Subject
You

The
Comfort
Zone

Subject
You

The
Comfort
Zone

Subject
You

The
Comfort
Zone

Subject
You

The
Comfort
Zone

Subject
Good Interviewers:
Know Your Question
Warm Up
Shut Up
Introduction
Body
Conclusion
Introduction:
Smile
Express gratitude
Describe the process
Ask to record
Warm up questions
Body:
Ask open-ended
questions
Probe for more
Allow silence
Use questions as
checklist
Conclusion:
Transition to wrap-up
Ask if there is
anything else
Thank for time
You are the host
You are the student
Interview Checklist
Create a welcoming atmosphere to make participants feel at
ease.
Always listen more than you speak.
Take responsibility to accurately convey the thoughts and
behaviors of the people you are studying.
Start each interview with a general description of the goal,
but be careful of focusing responses too narrowly.
Avoid leading questions and closed yes/no questions. Ask
follow-up questions.
Prepare an outline of your interview questions in advance, but
don’t be afraid to stray from it.
Also note the exact phrases and vocabulary that participants
use.
Look for
Goals
Priorities
Tasks
Motivators
Barriers
Habits
Relationships
Tools
Environment
Lunch!
Interview Scenario
You work for an e-Commerce site that wants to develop a new
service to help people give gifts. The goal of the research is to
identify unmet needs people might have with regard to giving
gifts.
Interview Practice
Break into groups of 3-4 people
1 interviewee, interviewer , 1 notetaker, 1 observer (optional),
Switch in 15 minutes
3 rounds
Listen for:
Goals
Priorities
Tasks
Motivators
Barriers
Habits
Relationships
Tools
Environment
Collaborative Research
How did that go?
How about a
focus group?
Collaborative Research
“Even when the subjects are
well selected, focus groups
are supposed to be merely
the source of ideas that need
to be researched.”
–Robert K. Merton, Sociologist,
the guy who invented focus groups
Competitive
Research
How else might
your target
customer solve the
same problem?
Competitive Review
How do they explicitly position themselves? What do they say
they offer?
Who do they appear to be targeting? How does this overlap or
differ from your target audience or users?
What are the key differentiators? The factors that make them
uniquely valuable to their target market, if any?
How do the user needs or wants they’re serving overlap or
differ from those that you’re serving or desire to serve?
What do you notice that they’re doing particularly well or
badly?
Based on this assessment, where do you see emerging or
established conventions in how they do things, opportunities to
offer something clearly superior, or good practices you’ll need
to adopt or take into consideration to compete with them?
Your target customers
have to love you
more than they
hate change.
(Usability)
Testing
Collaborative Research
A good research activity:

• Answers a key question
• Addresses identified assumptions
• Informs specific decisions
• Involves your team
• Fits your level of expertise
• Fits your schedule and budget
Collaborative
Recruiting!
How to find people:
• From your existing, high-traffic site
• Social networks
• Friends and family
• Mailing lists
• Flyers
A good research activity:

• Answers a key question
• Addresses identified assumptions
• Informs specific decisions
• Involves your team
• Fits your level of expertise
• Fits your schedule and budget
• Fundamentally research is a simple process
• There are many activities and definitions
• No pressure!
• Select the methods that inform decisions
• Begin by understanding your organization
• Never ask what people like
• People are lazy, forgetful creatures of habit
• Keep each other honest
• Practice and learn
Analysis
and Models
Creating Meaning
From Data
1. Compile data
2. Analyze
3. Identify Insights
4. Create Model
Analysis
Basic Analysis
Closely review the notes.
Look for interesting behaviors, emotions, actions, and verbatim
quotes.
Write what you observed on a sticky note (coded to the
source, the actual user, so you can trace it back).
Group the notes.
Watch the patterns emerge.
Rearrange the notes as you continue to assess the patterns.
Collaborative Research
Observation
Observation
Observation
Observation

Observation
Observation
Observation
Observation

Observation

Observation
Observation

Observation

Observation
Collaborates
on purchases

Observation
Observation

Observation

Observation
Observation

Observation

Observation
Collaborates
on purchases

Observation
Observation

Uses several
devices
Observation

Observation
Observation

Observation

Observation
Collaborates
on purchases

Observation
Observation

Uses several
devices
Observation

Observation
Observation

Needs
affirmation
Observation

Observation
Ground rules
Acknowledge that the goal of this exercise is to better
understand the context and needs of the user. Focus solely on
that goal.
Respect the structure of the session. Refrain from identifying
larger patterns before you’ve gone through the data.
Clearly differentiate observations from interpretations (what
happened versus what it means).
No specific solutions until after you’ve gone through insights
and principles. Solutions come next.
Collaborative Research
Look for
Goals
Priorities
Tasks
Motivators
Barriers
Habits
Relationships
Tools
Environment
25 minutes analysis.
Break into groups of 6-8 people
Each group work together to fill out one diagram with the
strongest patterns.
Negotiate and advocate for your perspective.
Models &
Pictures
Extract information
Extract information
Get thoughts
out of your
head
Personas
Collaborative Research
I’ve never seen a
persona called
“Married woman,
no kids, with
pristine
hardwood.”
God, how I aspire
to see that
persona.

-Steve Portigal
Collaborative Research
Make a persona based on your interviews
Back into the analysis groups
One person will describe the personas to
everyone and we’ll decide whether they
can be collapsed.
Collaborative Research
Other
Models
ThoughtWorks
Collaborative Research
Collaborative Research
Collaborative Research
Collaborative Research
Collaborative Research
Collaborative Research
Collaborative Research
Collaborative Research
A concept map is a
picture of our
understanding of
something.
–Dubberly Design Office
Generate lists of words related to the main
concept.
The list can come from research, reading, experts,
brainstorming, or any other source.
The second step is to edit the list. Some terms may be related
to the subject, but not in a way that meets the project goals.
The third step is to define the terms on the edited list. This is
particularly important with unfamiliar or technical terms. But it
also helps with familiar terms, too.
Create a matrix listing all the terms down one side and
repeating the list across the top. Note the relationship in the
boxes where a row and column intersect. The resulting matrix of
relationships provides a checklist for building the concept map.
• List terms
• Edit the list
• Define the remaining terms
• Create a matrix showing the relations of
terms
• Rank the terms
• Decide on main branches or write framing
sentences
• Fill in the rest of the structure
• Revise
• Apply typography to reinforce structure
• Revise
Collaborative Research
Collaborative Research
Analysis and Models
Everyone on the team should be involved in turning data into
insights. A productive session requires rules.
Once you and your team have extracted insights from data,
document those insights in models.
A model distills and documents thinking so everyone on the
team can see it and make decsions based upon it.
Remember than models are still an interim document. They are
tools. Think “useful” not precious. Update as needed.
The affinity diagram comes straight out of analysis sessions.
Personas are one of the most intelligible research outputs for
people throughout the organization.
Break!
Reporting
and Sharing
How to make
research meaningful
to your organization
Flickr/Kris Krug
Flickr/Jerome Collins
You are
collaborating with
your future selves.
Design synthesis is the most
critical part of the design
process. Yet in our popular
discussions of design and
innovation, we've largely
ignored this fundamental role.
–John Kolko
Building a Culture
of Research
How to make
research meaningful
to your organization
It is your job to make
it easy for everyone
else.
Study Title
Date Completed
Research Goal
Related Decisions

Activities

Key Insights

Supporting Observations

Recommended Actions

Questions for Further Study

Research Report
Clear goals
Shared values
Access to information
Clear decision-making
The goal determines
the form
How to apply research
Reasons to Share
Flickr/loozrboy
The report is not
the research.
Why report at all?
Informing?
Inspiring?
Focusing?
Remembering?
Recording?
Deciding?
Wrap Up
In summary
Research creates a shared understanding of reality.
Asking questions is uncomfortable. Embrace that feeling.
A truly collaborative approach and environment is necessary for
research to be effective, and it also makes it more fun.
Clear goals and good questions are required.
Choose only the research activities that answer real questions
and inform your top priority design and development decisions.
Practice! Observe and listen every day.
Document! Report! Share! It’s easy to lose what you learn.
Any questions?
Brief books for people who make websites

Erika Hall

JUST ENOUGH
RESEARCH

9
No.

You might
enjoy the
book.
www.abookapart.com

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