The UX Playbook: Tools, Tips, & Tricks

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Instructor: Amy Bucher In the world of UX design, there's a mound of resources and methodologies that provides the basic backbone of developing a great product. From research, to testing, to interviewing techniques, and surveys, there certainly isn't a shortage of tools to get the job done. But how do you sort through each tool and best apply it to fit your needs at hand? In this course we will review some of the methods you can use to better understand your users, what they want from your product, and what their experience is using your product. The focus is on the type of data you can gain through each approach and how it might impact your product, as well as some tips on getting the research done on a budget. You'll Learn the Fundamentals Heuristic testing Research techniques, including In-depth interview (IDIs) and focus groups Paper prototyping Ethnographic observation Surveys


<ul><li><p>presents</p><p>The UX Playbook: Tools, Tips, &amp; Tricks</p><p>AMY BUCHER @ab_phd </p></li><li><p>Amy BucherAmy Bucher is a behavioral scientist and strategist with expertise in qualitative and quantitative methods, program design, behavioral research, and market research. With a PhD in Psychology, she designs and writes tailored web-based health coaching programs that eectively motivate and support behavior change for users. Her areas of focus include problem denition and solution development, systematic and creative research to support strategic actions, and communication across multiple formats and audience types.</p></li><li><p>Amy Bucher, Ph.D. (</p><p>User Research Tools, Tricks, &amp; Tips </p><p>Amy Bucher, Ph.D.</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Questions you can answer with research</p><p> Do people want to use my product? Do people know HOW to use it? Who is the target audience for this product? Does my product work? How will people use it? What enhancements should I make, and in what order?</p></li><li><p>Amy Bucher, Ph.D. (</p><p>When?</p><p>Ideation</p><p>DevelopmentLive Product</p></li><li><p>Amy Bucher, Ph.D. (</p><p>But be careful!</p><p> People are nice !</p><p> People are liars !</p><p> Not all people are your target customer !</p><p> The big question: So what?</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Types of Data</p><p>Qualitative Words Thematic analyses Good way to gather general </p><p>or broad information Rule of thumb: Fewer </p><p>participants</p><p>Quantitative Numbers Statistical analyses Good way to gather specific </p><p>or targeted information Rule of thumb: More </p><p>participants</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Getting participants</p><p>Personal network Online Locally</p><p>Professional research partner</p><p>Less $ More $</p></li><li><p>Amy Bucher, Ph.D. (</p><p>DO PEOPLE WANT TO USE THIS PRODUCT?</p></li><li><p>Amy Bucher, Ph.D. (</p><p>A/B Tests</p><p>Version A Version B</p><p>Metrics</p></li><li><p>Amy Bucher, Ph.D. (</p><p>LaunchRock Version A</p></li><li><p>Amy Bucher, Ph.D. (</p><p>LaunchRock Version B</p></li><li><p>Amy Bucher, Ph.D. (</p><p>DO PEOPLE KNOW HOW TO USE THIS PRODUCT?</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Choose evaluators</p><p>Define tasks to be performed with product</p><p>Observe users complete tasks</p><p>Heuristic Evaluation</p></li><li><p>Amy Bucher, Ph.D. (</p><p>How many users do you need?</p><p>0</p><p>25</p><p>50</p><p>75</p><p>100</p><p>0 4 8 11 15</p><p>Number of evaluators</p><p>Percen</p><p>t of e</p><p>rrors d</p><p>etected</p><p>4-6</p><p>Nielsen, J., and Landauer, T. K. (1993). A mathematical model of the finding of usability problems. Proceedings of ACM INTERCHI'93 Conference (Amsterdam, The Netherlands) pp. 206-213.</p></li><li><p>Amy Bucher, Ph.D. (</p><p> Enroll in the weight management program !</p><p> Start the program activities</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Finding: Multiple programs fit peoples schema for weight management</p></li><li><p>Amy Bucher, Ph.D. (</p></li><li><p>Amy Bucher, Ph.D. (</p><p>WHAT IS MY TARGET MARKET?</p></li><li><p>We Understand What Motivates UsersActivating individuals based on attitudes and approach to health</p><p>Im already stretched taking care of work and family. For me to focus on my own well-being, it has to be a company goal that I have team accountability for. </p><p>Motivated Team Player</p><p>Help! Its scary to think about how much I need to do and whether I can even do it. Frankly, I dont even know what the first step should be. </p><p>Skeptical Starter</p><p>Im already on the fitness bandwagon. Itd be great if my company provided me some resources, but my challenge is simply consistency.</p><p>Energized Champion</p><p>What and when I do is up to me and it will be on my own terms. Its not something I want my employer / coworkers concerning themselves with.</p><p>Free Agent</p><p>There are much bigger issues to be dealt with before I can even think about health &amp; wellness. </p><p>Committed Multi-Tasker</p><p>Sharing the journey really keeps everyones momentum up. We learn from, help and encourage each other, and we have fun along the way. </p><p>Booster Clubber</p><p>Source: Wellness &amp; Prevention, Inc. Landmark Study of National Employers, 2009</p><p>SAMP</p><p>LE</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Survey Questions</p><p> Setting user expectations Validity and reliability Types and considerations Using existing instrumentation Knowing when it matters </p><p> Design consistency Avoiding confounds Reverse scoring</p></li><li><p>Amy Bucher, Ph.D. (</p><p>User Expectations</p></li><li><p>Amy Bucher, Ph.D. (</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Type of va lidity W ha t does it m ea n W ha t inform a tion is needed </p><p>I nterna l What you did in a study caused the results of the study ! manipulations affected outcomes </p><p>Ruling out alternative causes; replication with different populations and settings </p><p>Fa ce Do the questions appear or look like they relate to the construct of interest? </p><p>Intuition; does it look right to you? </p><p>Cri t er ion Does your measure predict real-world outcomes related to the behavior of interest? </p><p>Data on actual behavior; does it correspond to scores on your measure? </p><p>Externa l The degree to which a measures conclusions hold for other people at other places and times; generalizability </p><p>Random sampling; generalizing carefully (not making broad claims); replications of study in multiple settings </p></li><li><p>Amy Bucher, Ph.D. (</p><p>Design Consistency</p><p>How much do you like our product? !!I am likely to recommend your product to my friends.</p><p>How much do you like our product? !!How likely are you to recommend our product to your friends?</p><p>Not at all Very much 1 2 3 4 5 6 7</p><p>Not at all Very much 1 2 3 4 5 6 7</p><p>Not at all Very much 1 2 3 4 5 6 7</p><p>Yes No 1 2 3 4 5 </p></li><li><p>Amy Bucher, Ph.D. (</p><p>Avoiding Confounds</p><p>How much do you like our product and think you would recommend it to your friends?Not at all Very much 1 2 3 4 5 6 7</p><p>How much do you like our product? !!How likely are you to recommend our product to your friends?</p><p>Not at all Very much 1 2 3 4 5 6 7</p><p>Not at all Very much 1 2 3 4 5 6 7</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Reverse Scoring</p><p> I would recommend Product X. !</p><p> I like Product X. !</p><p> Product X helped me lose weight. !</p><p> Product X is different from anything else ever.</p><p> I would not recommend Product X. !</p><p> I do not like Product X. !</p><p> Product X did not help me lose weight. !</p><p> There are many products like Product X.</p></li><li><p>Amy Bucher, Ph.D. (</p><p>WHAT ENHANCEMENTS SHOULD COME NEXT?</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Paper Prototyping</p></li><li><p>Amy Bucher, Ph.D. (</p></li><li><p>Amy Bucher, Ph.D. (</p></li><li><p>Amy Bucher, Ph.D. (</p><p></p></li><li><p>Amy Bucher, Ph.D. (</p><p>Balsamiq Mockups</p></li><li><p>Amy Bucher, Ph.D. (</p><p>HOW WILL PEOPLE ACTUALLY USE THIS PRODUCT?</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Observational Research</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Products of Observation</p></li><li><p>Amy Bucher, Ph.D. (</p></li><li><p>Amy Bucher, Ph.D. (</p></li><li><p>Amy Bucher, Ph.D. (</p><p>HOW SHOULD I MARKET THIS PRODUCT?</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Experience Mapping</p><p>Start Then Then</p><p>ThenThenThen</p><p>Then Then Now</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Feelings Toolkits</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Plotting Claims</p></li><li><p>Amy Bucher, Ph.D. (</p><p>IDEA GENERATION</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Focus Groups</p></li><li><p>Amy Bucher, Ph.D. (</p><p>The cast</p><p>!!!!!!</p><p> Moderator Participants</p><p>!!!!!!</p><p> Observers</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Optimizing Your Group</p><p> Recruitment criteria !</p><p> Moderator/facilitator guide !</p><p> Props or stimuli</p></li><li><p>Amy Bucher, Ph.D. (</p><p>DOES THIS PRODUCT WORK?</p></li><li><p>Amy Bucher, Ph.D. (</p><p>In-Depth Interviews (IDIs)</p><p> Usually a single respondent Use open-ended questions Have a semi-structured format Seek understanding Audio- or video-recorded</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Advantages of IDIs vs. Focus Groups</p><p>Build rapport Probe more deeply</p><p>Discuss sensitive topicsLess expensive</p><p>Less directive</p></li><li><p>Amy Bucher, Ph.D. (</p><p>I NEED TO FIX SOMETHING! PRIORITIZING IMPROVEMENTS</p></li><li><p>Amy Bucher, Ph.D. (</p><p>What is the smallest </p><p>action that matters? </p><p>!</p></li><li><p>Amy Bucher, Ph.D. (</p></li><li><p>Amy Bucher, Ph.D. (</p></li><li><p>Amy Bucher, Ph.D. (</p></li><li><p>Amy Bucher, Ph.D. (</p><p>Additional Resources</p><p> Balsamiq Mockups: LaunchRock: Unbounce: GreenBook: Stanford D-School: </p><p> </p></li><li><p>Course Title Course Title</p><p>INSTRUCTOR NAME</p></li></ul>