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users are people, toousing user research to remember your users are actually people.
rachel price
who am I?
user researcher
information architect
partner at factor
UW iSchool alum
bandleader
user research is observation
what people are doinghow they are doing itwhy they are doing it
relieve your users of blame
add understanding to data
This is exactly what I needed to know.Why is she looking at
me?
I don’t understand what he means.
add understanding to data
make evidence-based design decisions
generative evaluative
generativegenerates understanding of behaviors and needs, agnostic of your thing.
ethnographic field studiesdiary/camera studiessurveysuser interviews…and more!
evaluative
generativegenerates understanding of behaviors and needs, agnostic of your thing.
ethnographic field studiesdiary/camera studiessurveysuser interviews…and more!
evaluativeevaluate, against a
determined set of metrics, how well your thing serves
user needs.
card sorts (open or closed)A/B tests
usability testingeye tracking studies
…and more!
deep dive: user interviews!
1.why interview?2.design a user research program3.conduct the interviews4.analyze your findings5.translate your findings to design decisions
when you talk to users, you realize that they are actually human beings.
when you talk to users, you find out some pretty surprising things. they challenge your assumptions.
1.why interview?2.design a user research program3.conduct the interviews4.analyze your findings5.translate your findings to design decisions
STAMPede!
“hobbyist customers are dumb and don’t know how to order. this costs us a lot of money.” -the client
“hobbyist customers are dumb and don’t know how to order. this costs us a lot of money.” -the client
“hobbyist customers are unfamiliar with the custom stamp ordering world, and don’t know what questions to ask, or what is expected of them in order to purchase.” -the user researcher
“we want hobbyists to buy things from us. how can we make them buy things from us?” -the client
“we want hobbyists to buy things from us. how can we make them buy things from us?” -the client
“let’s do some research and turn it into a journey map so you can see where things are going awry…and hopefully, fix them.” - the user researcher
identify research goals
what do we know?
what do we want to know?
identify research goals
what do we know?
what do we want to know?
how do novice users figure out which stamp to order?
identify research goals
what do we know?
what do we want to know?
how do novice users figure out which stamp to order?
how do hobbyists describe stamps? what language do they
use?
identify research goals
what do we know?
what do we want to know?
how do novice users figure out which stamp to order?
how do hobbyists describe stamps? what language do they
use?
what projects are hobbyists trying to complete with stamps?
identify research goals
what do we know?
what do we want to know?
how do novice users figure out which stamp to order?
how do hobbyists describe stamps? what language do they
use?
what projects are hobbyists trying to complete with stamps?
how do hobbyists figure out which stamp they need?
how do novice users figure out which stamp to order?
how do hobbyists describe stamps? what language do they
use?
what projects are hobbyists trying to complete with stamps?
how do hobbyists figure out which stamp they need?
what inspires hobbyists to start new projects?
identify research goals
what do we know?
what do we want to know?
who should we talk to?
1.why interview?2.design a user research program3.conduct the interviews4.analyze your findings5.translate your findings to design decisions
go where your participants take you.
don’t lead your participants.
commit to awkward silences.
notetaking
take all the notes.they are the foundation for everything else.
1.why interview?2.design a user research program3.conduct the interviews4.analyze your findings5.translate your findings to design decisions
affinity diagramming
go cluster!
1.why interview?2.design a user research program3.conduct the interviews4.analyze your findings5.translate your findings to design decisions
let’s make a journey map!
Am I supposed to be using a ‘stamp plate’? A ‘stamp machine’? Which one am I supposed to buy? I couldn’t figure it out. I ended up buying a stamp plate, when what I really needed was
a stamp plate WITH a stamp machine.
How was I supposed to know that?
“
”
Hobbyists think about specific
projects. So, use that subject matter on
your site!
Better have good SEO!
Could test out using holiday themed
stamp collections as an organizational
method.
Hobbyists are project-oriented, so
they want to accomplish
something quickly.
Hobbyists look at images to
make decisions.Hobbyists don’t understand the language you’re using on your product pages.
Hobbyists are having trouble
understanding what they’re buying.
you ruined Christmas!
Wrong orders cost money &
misunderstandings make their
experience negative.
user research is challenging.
user research is rewarding.user research is challenging.
…when you do it right.
user research is rewarding.user research is challenging.
thank you!
further resources
Dan Szuc & Josephine Wong’s take on facilitating great user interviews:http://www.uxmatters.com/mt/archives/2014/05/deeper-understanding-stories-observations-and-insights.php
Explaining UX Research to Clients (A List Apart)http://alistapart.com/article/can-you-say-that-in-english-explaining-ux-research-to-clients
When to Use Which UX Research Methodshttps://www.nngroup.com/articles/which-ux-research-methods/
Interviewing Users (Steve Portigal)http://rosenfeldmedia.com/books/interviewing-users/
