Lean UX NYC: Getting Buy-in For UX Research

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  1. 1. GETTING BUY-IN FOR UX RESEARCH CHRISTINE PERFETTI & EZRA GILDESGAME ACQUIA THE LOGISTICS Ask questions as they occur to you The schedule Youll be working in groups of 2 Lean UX NYC Perfetti & Gildesgame, 2014 1
  2. 2. EXERCISE CONDUCT A USABILITY TEST USABILITY TEST A usability test involves putting your users in front of the product and observing what they do Lean UX NYC Perfetti & Gildesgame, 2014 2
  3. 3. One person is the user Think aloud as you work One person is the observer Observe silently and take notes After we perform the task, well ask you to switch roles and do another EXPLORATION: USABILITY TEST Were evaluating the design, not you The answer is somewhere on the site If you experience problems, its not your fault Youre helping the observers learn more about the design problems AS THE USER Lean UX NYC Perfetti & Gildesgame, 2014 3
  4. 4. Take notes as the user works Was the user successful? How did the user go about performing the task? What obstacles did the user encounter? What confusion did they experience? Note things that worked well When you complete a task, say, Got it! AS THE OBSERVER How many users found the answer? What helped users succeed? What obstacles prevented them from nding what they wanted? What do you expect will happen? DISCUSSION Lean UX NYC Perfetti & Gildesgame, 2014 4
  5. 5. Planning your research program The rst 90 days How to choose your rst project Identifying your allies and champions Involving stakeholders in planning Planning and running usability tests Quick testing techniques for buy-in WHAT WELL COVER Analyzing the data Rolling list of observations KJ technique Journey maps Communicating results effectively Weekly research days Formal and informal reporting strategies Effective communication techniques DISCUSSION What prevents you from getting buy-in for your research? Lean UX NYC Perfetti & Gildesgame, 2014 5
  6. 6. THE FIRST 90 DAYS Lean UX NYC Perfetti & Gildesgame, 2014 6
  7. 7. Text THE FIRST 90 DAYS Meet with all stakeholders Know your audience Write a study plan Conduct your rst usability test Lean UX NYC Perfetti & Gildesgame, 2014 7
  8. 8. Meet with all of your product stakeholders to understand their priorities Treat these meetings just like any other research project Who are your users? What are their main goals? What challenges do they face today? What do they currently know about their users? What do they know about the product? What are the areas of risk? KNOW YOUR AUDIENCE What are all of the components of your product? Lean UX NYC Perfetti & Gildesgame, 2014 8
  9. 9. PRODUCT COMPONENTS Who is on the product team? Lean UX NYC Perfetti & Gildesgame, 2014 9
  10. 10. Interview anyone who has knowledge of the product or the business The product team includes: Engineering Product Management UX Marketing Sales Support Legal THE PRODUCT TEAM What is your role with respect to the product? What did you do before this? Who is the product for? How would you describe the client onboarding process? Is there anything that concerns you about the product? What should the user research accomplish for the business? How will you dene success for the research? How would you like to be involved in the research? GENERAL QUESTIONS Lean UX NYC Perfetti & Gildesgame, 2014 10
  11. 11. QUESTIONS: SPECIFIC TO AUDIENCE Sales Why do customers buy the product? Why do you win/lose sales? Who are the users today? How should they be different in 5 years? What do customers complain about most?Who Support Who typically contacts you? Why do they contact? What are the top problems for customers? What areas of the product cause problems? How can we best reduce calls? The research team is at your service Lean UX NYC Perfetti & Gildesgame, 2014 11
  12. 12. SELLING THE VALUE: FRAME BENEFITS IN THEIR TERMS Sales Increase win rates Make selling easier Product Research can inform debate about product strategy Come armed with great data & insights Support Decrease # of tickets Decrease ticket response time Finance and leadership Increase renewals Improve win/growth rate Improve margins Identify your Executive Champion Who drives the product and business decisions? What leader most values and understands user research and design? Conduct a research project to: Answer the Executive Champions questions Focus on their risks and concerns Accomplish a quick win CHOOSE YOUR FIRST PROJECT Lean UX NYC Perfetti & Gildesgame, 2014 12
  13. 13. CREATE A STUDY PLAN THE STUDY PLAN Serves as a blueprint for the test Provides a systematic approach to testing Facilitates buy-in from stakeholders Lean UX NYC Perfetti & Gildesgame, 2014 13
  14. 14. Study goals Research questions and issues to explore User characteristics Schedule Task list Data to collect Reporting strategy THE TOPICS THE PLANNING MEETING At the beginning of the project, we hold a planning meeting with all product team members and stakeholders to discuss: An overview of the testing process Project scope Issues (risks and concerns) with the design Number of users to test Testing schedule GOAL: No surprises! Avoid the game of telephone Lean UX NYC Perfetti & Gildesgame, 2014 14
  15. 15. MEETING ATTENDEES Product and Design Marketing and Engineering Anyone involved in design decisions PROJECT SCOPE What are you testing? Complete working prototype Prototype with only some screens Paper mockup Just the navigation Lean UX NYC Perfetti & Gildesgame, 2014 15
  16. 16. What do you want to learn? Most studies arent purely exploratory The issues and research questions will drive the tasks and recruitment Work with the team to outline the research questions Vague statement: Will this work for users? Ask increasingly specic questions RISKS AND CONCERNS What are you hoping to learn from the study? What areas of the design are you most concerned about? Why are you concerned? Are you worried about a specic group of users? What are the greatest risks for the organization? QUESTIONS TO ASK Lean UX NYC Perfetti & Gildesgame, 2014 16
  17. 17. What do you want to learn? What areas are you most concerned about? Is our mortgage application too long? Will users know all elds are required? Will they use account lookup? (It will be hard to build.) Do our users understand what conforming means? EXAMPLE: MORTGAGE APPLICATION TECHNIQUES FOR BUY-IN Lean UX NYC Perfetti & Gildesgame, 2014 17
  18. 18. THE EXCUSES Not enough time No resources and staff No money No buy-in from management Unsure where to start Testing is too scientic We already know the product TECHNIQUES FOR STAKEHOLDER BUY-IN First Click Test 5 Second Test Comprehension Test Ethnographic Interviews Lean UX NYC Perfetti & Gildesgame, 2014 18
  19. 19. Quick and dirty technique for measuring content pages Takes less than 10 minutes to run Measures if content pages quickly convey their purpose 5 SECOND PAGE TESTS You want to post pictures online from your last vacation You are concerned that the upload process will be difcult How condent are you that you can upload photos quickly and easily? SHARING PICTURES Lean UX NYC Perfetti & Gildesgame, 2014 19
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  21. 21. You want to post pictures online from your last vacation You are concerned that the upload process will be difcult How condent are you that you can upload photos quickly and easily? SHARING PICTURES Lean UX NYC Perfetti & Gildesgame, 2014 21
  22. 22. You want to post pictures online from your last vacation You are concerned that the upload process will be difcult How condent are you that you can upload photos quickly and easily? SHARING PICTURES Lean UX NYC Perfetti & Gildesgame, 2014 22
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  24. 24. Useful method to assess where users rst click on your sites home or entry page Provide users with a specic task to complete when they arrive at the site By observing where users rst click, its a clear indicator whether theyll succeed FIRST CLICK TEST Lean UX NYC Perfetti & Gildesgame, 2014 24
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  26. 26. Pages containing complex content Such as policies or procedures How your product works User comprehension is imperative to their success Questions determine if users understand content COMPREHENSION TEST Lean UX NYC Perfetti & Gildesgame, 2014 26
  27. 27. Excellent technique for understanding users goals ETHNOGRAPHIC INTERVIEWS Context of use Pain points Workarounds Motivations Lean UX NYC Perfetti & Gildesgame, 2014 27
  28. 28. With a field study is, we learn about: How technology ts into users life Tasks that users havent talked about Pain points and user frustration Evidence of technology that isnt working for the user If I had asked people what they wanted, they would have said faster horses. - Henry Ford (maybe) FIELD STUDIES VISIT USERS IN THEIR NATURAL SETTING Lean UX NYC Perfetti & Gildesgame, 2014 28
  29. 29. Typically takes at least two hours at the users site If its not possible to visit users onsite, we use a remote meeting tool, such as GoToMeeting or WebEx Equipment Digital recorder or audio recorder When approaching the interview, take the mindset of an apprentice The user is the expert INTERVIEW LOGISTICS Purpose of interview or site visit Demographics and background Overview of work process What is your typical workday? Can you give an overview of your work? Who do you interact with? What are the most important and frequent tasks? RECOMMENDED TOPICS Current behavior relevant to project without focusing on technology Overview of technology and software user works with How does technology support your work? What are you trying to accomplish by performing the tasks? (Goals) Follow up on key user feedback Closing Lean UX NYC Perfetti & Gildesgame, 2014 29
  30. 30. Avoid leading questions Users like to respond, yes Avoid: Do you like this feature? Are you confused by this content? BEWARE: LEADING QUESTIONS What activities waste your time or drive you crazy? How did you learn about the product? What kind of training did you receive? What are you most important activities? Who do you provide information to? What information do you collect? SAMPLE QUESTIONS What are your most important and frequent activities with the product? What are the two things you like best about the product? What are the two things you would like to see improved? Are there any activities you currently perform that youd like to see automated? What shortcuts help you? Lean UX NYC Perfetti & Gildesgame, 2014 30
  31. 31. Understanding of work environment Tasks that users havent talked about Cheat sheets Evidence of technology that isnt working for the user WHAT TO OBSERVE Product pain points that were previously unknown Customers successfully using product in unexpected ways Customer needs that were previously unknown Examples that help tell the story (supplementing data) Identify clients who want to continue to partner WHAT STAKEHOLDERS LEARN Lean UX NYC Perfetti & Gildesgame, 2014 31
  32. 32. ANALYZING DATA WITH STAKEHOLDERS ANALYZING DATA The KJ Method Rolling list of observations Journey mapping Lean UX NYC Perfetti & Gildesgame, 2014 32
  33. 33. Gather all observations Identify problems Prioritize problems based on importance and frequency Iterate on the design ANALYZE DATA ROLLING LIST: OBSERVATIONS Lean UX NYC Perfetti & Gildesgame, 2014 33
  34. 34. Named after Kawakita Jiro Consensus method for grouping and prioritizing usability ndings Quickly determines most important observations Captures everyones perspective and observation THE KJ: METHOD FOR PRIORITIZING DATA Call together the group Only invite members of the team who observed a test session KJ takes one hour STEP 1: ORGANIZE GROUP Lean UX NYC Perfetti & Gildesgame, 2014 34
  35. 35. Every KJ has a focus question that drives the prioritization exercise: What are the biggest usability problems we observed in the test? What needs to be xed in the product to improve the user experience? STEP 2: DETERMINE FOCUS QUESTION KJ EXERCISE What are the biggest problems that need to be fixed with the airline experience? Lean UX NYC Perfetti & Gildesgame, 2014 35
  36. 36. STEP 3: LIST USABILITY PROBLEMS OBSERVED STEP 4: PUT OBSERVATIONS ON WALL Lean UX NYC Perfetti & Gildesgame, 2014 36
  37. 37. STEP 5: GROUP NOTES STEP 6: NAME EACH GROUP Lean UX NYC Perfetti & Gildesgame, 2014 37
  38. 38. STEP 7: CHOOSE AND RANK GROUPS STEP 8: VOTING Lean UX NYC Perfetti & Gildesgame, 2014 38
  39. 39. STEP 9: ORDER GROUPS AND DISCUSS We order the groups based on number of votes, highest numbers at the top Participants combine groups and discuss identied priorities Everyone is involved Writing down observations lets all team members contribute Prevents too much inuence from select team members Identies top priorities METHOD ADVANTAGES Lean UX NYC Perfetti & Gildesgame, 2014 39
  40. 40. Up-front study planning Focus question: What are your research questions? Brainstorming sessions with stakeholders? Focus question: What are the biggest user problems we should address? Usability test debriefs Focus question: What are the biggest problems we observed in the tests? Immediately following eld studies Focus question: What are the biggest pain points you observed? What solutions could help? WHEN TO USE THE KJ METHOD JOURNEY MAPPING Lean UX NYC Perfetti & Gildesgame, 2014 40
  41. 41. Excellent technique for identifying pain points in the user journey Clearly communicates the opportunities for improvements and innovation Prioritizes the areas of the product that need the most attention Go from abstract to actionable World-class product Delight users Leading user experience JOURNEY MAPPING Lean UX NYC Perfetti & Gildesgame, 2014 41
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  48. 48. Carbonite.com Journey Map Mapping out the current experience Lean UX NYC Perfetti & Gildesgame, 2014 48
  49. 49. Task prole: Well performing areas Task prole: Areas to improve Lean UX NYC Perfetti & Gildesgame, 2014 49
  50. 50. Q1 Update: 11 Critical Tasks Tested Q1 2013 compared to Q4 2012 Lean UX NYC Perfetti & Gildesgame, 2014 50
  51. 51. CREATIVE BRIEF Benets Helps people to fully articulate their ideas Shared understanding of goals and risks (and even disagreement) Help establish a shared understanding before starting a project Components: Product statement Business problem Success criteria Risks Personas Deadlines and milestones Inspiration COMMUNICATING RESEARCH Lean UX NYC Perfetti & Gildesgame, 2014 51
  52. 52. C...