Bridging the language gap - July event on 'Turning the mountain into a molehill'

11. Run sessions in English Will richer, better educated, younger respondents give you good enough feedback? India, Philippines, Hong Kong Germany, Netherlands, Sweden

12. Sharing analysis with your local team

13. Sharing analysis with your local team Promote the moderator to informant

14.

15. Sharing analysis with your local team Close analysis while you’re still in the field

16. Sharing analysis with your local team Close analysis while you’re still in the field M T W T F Research sessions Research sessions Analysis workshop Brief local team Pilot sessions Debrief Debrief Debrief

17. Eliminate exotic explanations

18. "I am worried about the environment. So I take my 4WD off-roading in Tibet to enjoy the environment before it is ruined."

19. Suraj monitors phone resale price analogous to used cars Suraj keeps his phones for about 8 – 10 months. When he buys a new phone, he sets a target price that he wants at resale He bought a Blackberry Torch for 21K Rs and will sell it when its resale price is below 13K Rs. (The day we met him, it was worth about 18K Rs) Previously, he bought a BB Curve for 14K, but within a month its price dropped to 10K so he sold it immediately because “the rate was coming down very fast”

20. Explain novel behaviour as rational response to a different environment

21. Bridging the Language Barrier Engage with product Small research that is strategic Share analysis responsibilities Eliminate exotic explanations http://www.andrewharder.com @thevagrant

Notes de l'éditeur

A few core ideas about how you can approach research analysis In international contexts What you might want to get out of it And how you can approach it Not unifying, instead craft
At Nokia, I was head of research for emerging markets software That meant I was responsible for making sure Usable, Desirable and Competitive To emerging market consumers Learned a lot from applying ethnographic approaches in my work If that sounds glamorous, I guess some parts of it were fun But a lot of it was like this:
You’re jetlagged, sitting all day in a dark room Struggling to follow what’s going on - Pixellation isn’t intentional but it reflects the fuzzy feeling List of problems The translator says crazy things like “I don’t like it because this music player isn’t free.” and you see the moderator nod and move on WTF, the music player isn’t free? All these puzzles sit in your head You want to absorb everything that you can But it feels like strange behaviour is just pulling on a piece of thread And understand the total difference that people have There is so much that you don’t know So – how do we analyse this?
Pinned Butterly fly approach The natural ending place of the naturalistic approach to understanding users in their own language and context. Informed by anthropology, we kind of want to write a book about what we’ve found Example: Design a new Hindi keyboard. Step 1: Understand Indic languages User behaviour captured in all its specificity Richness of context celebrated We keep pulling on the thread of a single user thing they’ve said until we get someplace I’ve done so many of these, and I’ve seen my friends do so many of these too. Had to work so hard to get here Every one thinks you just go on junkets Pressure to get results When you come back with these pinned butterlies in your baggage and you get into meetings, and try to convey the importance of them you can get glazed eyes If you really want to see results, you can get pushier and demand what changes you’re going to see as a result ----- Meeting Notes (01/07/2013 18:14) ----- Set up anthropology earlier
Resulting in the dreaded shrug This sparks fear in client-side researchers like you wouldn’t believe The problem is that pinned butterflies belong in a museum and that product development looks more like this
Why is our internal decision making so important in international research? If our job is to capture how our users see the world, why should internal chaos matter? What are the implications for analysis of this? No research gods talk about this stuff Malinowski didn’t, Jan Chipchase doesn’t
Make this decision conscious My contention here is that the lens of product making is essential to delivering research in a design environment It increases your relevance to the decision makers And it gets you out in the field again Now I’ve done plenty of pinned butterfly pieces of research There are probably contexts where they are still valuable But the story of my years in Nokia is moving away from the museum and into the battlefield In international UX work, we have inherited an set of approaches from anthropology I want to rethink how some of these are applied So how can we structure our analysis in this context?
Lower our expectations about NOVEL or COMPLEX research approach and analysis techniques, in order to have a bigger impact And get to the field more often
The greater impact you will get is incredible If you have stakeholders in the field, this is the single biggest thing you can do to have a better impact Whether you can do it depends on the answer to a specific question:
For many products, the answer will be “it’s good enough” For many products, this is the exact group that people target
These countries all have populations greater than 10% who speak English Two reasons to go to international markets There is a specific market that is so important to us We want to make sure we have an international perspective If Poland is your focus, then you have to go to Poland. But if you want to just explore Europe a bit, then Germany will do. WHEN NO When we were recruiting tech-loving 20yos, in India we recruited English speakers. In China we didn't. CHINA WAS SUCH AN IMPORTANT MARKET that we didn't want to substituite it But the extra work meant that we went there less When important parts of the stimulus will be in local language Or testing final translations
Important thoughts on responsibility Your local contacts have privileged information They already understand much of the local context So we naturally rely on them But sometimes we can get our approach wrong
An informant is a broader cultural perspective Change from a provider of comments and numbers to a true informant about the product They are now part of the team to improve the design ACCOUNTABLE Not to hand over a lightly-edited transcript or stay locked up in an ivory tower We have to BRIEF THEM ON THE DESIGN make sure they understand the design intent and conceptual model For complex areas like when we tested dual-SIM functionality, this took a long time to explain
QQ Music example “The music player isn’t free.” WTF We identified a lot of usability issues in that session, so the temptation was just to ignore it and move on But after discussing with our moderator, we learned that “Free music stores” are included in local music players on Android Nobody uses the native player One approach is to convert the WTF moments into questions for them Learned I needed TO INTERVIEW THE MODERATOR after every session Especially for the desirability and competitiveness concerns This takes a long time, and you only begin to scratch the surface
The thing about cultural insight is that it is never-ending We don’t need findings, WE NEED ARGUMENTS We need arguments from the field that we can use And arguments only come from closing the analysis
Debrief every day. Usability issues will tend to appear from the behaviour Competitiveness and Desirability issues will only appear from discussions with the moderators Workshop at the end that I led, where I interviewed them about what we found, screen by screen. At the end of the workshop we have a list of all the usability issues, all the competitiveness issues and all the desirability issues We have gotten to the bottom of the WTF pile The WTF moments were translated into issues, or contextual needs
Final idea A fact of life with research in general, and research in other cultures in particular is that people say crazy things
The temptation is to deliver an explanation of this that rests on “Chinese people don’t understand the environment.” Example – When are we going to tell them what environmentalism is really about This is the equivalent of giving up Add China link
The basic question we ask is: Is this behaviour exotic?
Give your partners enough information so that they could predict their own behaviour in that situation

Bridging the language gap - July event on 'Turning the mountain into a molehill'

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Bridging the language gap - July event on 'Turning the mountain into a molehill'

Notes de l'éditeur