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UX Research for Startups
Olga Smyslova
Me, Myself, and I
Moscow State University, Psych Department: all about hackers Usability, User (Experience) Research, Quantitative Research, Interaction Design
UX Researcher @ Kaiser Permanente
Great UX, crowdsoursing, anything internal motivation Data: qual and quant when tied together
This Presentation:
Why UX?What UX - methods, tips and tricksCheat-cheats and crowdsourcing Game mechanics - flow Tracking user satisfaction in games (and not only games)
What UX? Why UX?
Because this is what users want.Because otherwise they close the window or app. Don't make users think
Who on Earth wants to think "what was your thinking when developing this?"
Most Usable Products?
The simpler, the better...
Example of a bad UX – a recent story
Imagine that you owe an HP EliteBook laptop and at some point you cannot get Internet connection.... Where is wireless switch?
Why Test?
Because you cannot ship your brains and eyes to all of your users.
User Centered Design Process
UX Method Goal Qual/Quant
Contextual inquiries/field studies
Users wants and needs, workflow, tasks
Qualitative, observation, several people
Surveys Users wants and needs, competitors perception
Quantitative, many users
Focus groups Users wants and needs Qualitative
Card sorts Organize information on the website/in the app
Qualitative
Usability study Find usability bloopers, test for user acceptance
Qualitative
A/B testing Find usability bloopers, choose between designs
Quantitative, 1-10% of your users
Contextual inquiries
When task flows and users’ needs are not clear
Interviews or observation Non-intrusive Gather all artifacts Results: use case
scenarios and task flows
Surveys
Quickly get feedback from many users
Cheap and effective Useful to set up
priorities for further development
Answer to a question “What is wrong? What is important?”
Focus groups
Good when you have no clue what your users want
You will need 10-15 people
And good moderating skills
But can get a gracious solutions in an hour
Card sorts
When you need to organize content on the site
Your own card sort can help…
But it can be invalid too So better get more
people
Usability studies
Use prototypes: web, paper; wireframes
Test early Test all changes Test over Skype Test in a coffee
shop
A/B Testing
All major websites are doing it
You can do it too Use Google
Analytics
How to test?
Create a list of tasks first (relevant, easy to understand for the users)
Don't push, don't critisize
Don't prime with your own questions
Crowdsoursing
is a way for a startuper to create something, using nothing... or almost nothing...
There are many people out there
… who have nothing to do, but review our wireframes, workflows, and websites…
They may not be our target audience…
But they still can give us valuable feedback
Photo by Samasource.org
… and there are many services that are helping us meet these people or help us with tools for a meeting
Pricing
Free in exchange for testing First test is free/first N responses are free Paid services
You test for me, I’ll test for you
Usabilla.com
Lets you run 1 free test at a time
No options to customize your test
Service offers to show one page to the users and ask them a set of pre-defined questions.
There are ways to customize questions, but they are for paid users only
Heatmaps: CrazyEgg
ClickDensity: a free 30-day trial (1 page, 5000 clicks)
Card-sorting tools: X-Sort and WebSort
Free Don’t offer you study participants Offer analysis and outcome of card sort
X-sort – Mac only
X-sort
X-sort
X-sort: reports
Amazon Mechanical Turk
A meeting place for “employers” and “employees”
“Artificial” Artificial Intelligence: turkers work on easy, simple tasks that cannot be done by a computer, but can be done by people
HIT examples:
Filtering images Sorting items for online stores Answering surveys Filling in forms Usability studies Making pictures
Advantages
HITS are priced from 1 cent to a couple of dollars
Number of users + shared work = saved time Ability to “prescreen” turkers before giving
them HITs
Disadvantages
You will have to clean the data from bots and dishonest turkers
Not-user friendly interface
TheSheepMarket.com
Too many services to compare
http://www.idea.org/blog/2011/10/24/usability-and-user-experience-testing-options/
Inspiration/Cheating tools
www.scrnshots.comwww.palletelovers.com www.iconfinder.comGoogleGoogle Google
Game Mechanics and Flow Experience
Mihaly Csikszentmihalyi "Between Boredom and Anxiety"
«Опыт потока – особое состояние поглощенности деятельностью, при котором действие следует за действием согласно своей внутренней логике, а результат отходит в сознании на второй план»
Flow Experience:
Match between challenges and skillsClear goals Clear and immediate feedback
Dimensions/Components of Flow:
• Clear goals • Concentration • Merging of action and awareness • Distorted sense of time• Sense of Control• A lack of awareness • Absorption
Flow Deprivation Experiment
Study participants had to stop each time when they felt they experience flow. It doesn't feel good at all.
Experience Sampling Method
- using pagers (now it can be cell-phones or Internet)- interrupting participants' activities - asking for an immediate feedback - as non-retrospective as possible
Bolt|Peters: Spore Game Study
Similar methodology, but: Not ESM, because participants hated to be interruptedSimple "Emoticon's Feedback"Recreated "home environment" "Remote study" - talking to players through the networkhttp://www.boxesandarrows.com/view/researching-video
Games and Usability - isn't it irrelevant?
Try to find a way in this maze: How much time do you need?
Create the right challenges
Keep in mind users abilities
How to track users' satisfaction? Net Promoter Score
How likely are you to recommend company/brand/product Xto a friend/colleague/relative?
Net Promoter Score: what to do with it
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