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Schedule
● Socializing/Mingling● Intros/Announcements
○ Jobs/Opportunities● Brief Presentation
○ Why research?○ What research is○ A few methods
● Workshop!● Afterparty?
Brad Orego
[email protected]@bradorego
B.S. in Computer Science, B.A. in PsychologyUX Lead at NexttUXMad Meetup Co-OrganizerEntrepreneur
Dancer, Curler, Ultimate-er, Cyclist, Beer-batter pancake blogger
Why?
● UX is important● UX sells● UX is the key differentiator● People matter● We aren’t our users● Build a solution that people want● Solve a problem people have
How?
● Qualitative○ Focus Groups/Interviews○ Design Ethnography○ Usability Studies○ Diary Studies
● Quantitative ○ Surveys○ Metrics○ Usability studies
Qualitative
● Goals○ Meaning - how people see the world○ Context - the world in which people act○ Process - what actions and activities people do○ Reasoning - why people behave the way they do
● Attributes○ Creativity - what might be interesting to see?○ Subjective - influence by personal opinions○ Inductive reasoning - few examples, then extrapolate
● Data○ field notes, recordings, diary entries, …○ thoughts, views, assumptions, feelings
Focus Groups & Interviews
● Benefits○ may be structured, directed, detailed○ put real people/faces/stories behind data
● Problems○ highly subjective; open to bias by interviewer○ not in-situ
● Tools○ Flow - keep them talking when it’s interesting○ Non-direction - let them meander○ Transition - close current; open new conversation○ Depth - tell me more
Design Ethnography
● Comes from anthropology○ Science!
● In-situ○ observation, interviews○ get the real story
● How○ What people say, do, and use○ Why they do it this way. Why not another way?
● Be…○ Non-disruptive, non-interventionist, unbiased
Usability Studies
● More appropriate for actual artifacts○ mock-ups, existing systems, prototypes, etc
● Methods○ Heuristic Evaluation - rate it against a set of criteria○ Conceptual Modelling - show & tell○ Direct Observation - watch people play with it
● Interviews○ Retrospective - record it then show them○ Critical Incidence - the parts that stood out
● Data○ audio/video recordings, handwritten notes○ needs to be codified, grouped, summarized
Diary Studies
● Participants answer over a period of time○ Same questions? Different questions? Open/closed?
● Pros○ Longitudinal, in-depth self-report data○ Highly detailed; very realistic○ Trends over time
● Cons○ Expensive; difficult to get right○ Self-report data○ Availability Bias
Quantitative
● Goals○ Numbers○ Trends in data○ Read between the lines○ Answer specific questions
● Attributes○ Large(r) sample sizes○ Phone, online, in-person○ Open vs. closed questions
● Data○ Means, medians, SDs, regressions, correlations○ Scalar values, differentials, ratios, ...
Surveys
● Questionnaires with specific measures, hypotheses, and results○ SPECIFIC
● Types of Questions○ Multiple Choice; Scalar; Matching/Association○ Open-ended
● Things to consider○ What to ask? How to ask it?○ Ordering effects○ Validity threats
Metrics
● Measuring real behavior, interactions, use○ Doesn’t have to be on a real system
● Numbers!○ Click-through rates○ Time spent on an activity○ Error rate
● Method○ Have a specific thing to measure○ Figure out how to measure it○ Figure out why the results are the way they are
Usability Studies
● Not as hard-and-fast as other Qualitative Data○ In-person, so you can dive deeper
● Be specific (numbers!)○ Measure success/failure rate○ Measure time○ A/B test
● Continuous Evaluation○ Measure real systems in real use○ Metrics, analytics, log files
How?
● Qualitative○ Focus Groups/Interviews○ Design Ethnography○ Usability Studies○ Diary Studies
● Quantitative ○ Surveys○ Metrics○ Usability studies
Tonight's Meetup
● Socializing/Mingling● Intros/Announcements
○ Jobs● Brief Presentation
○ Why research?○ What research is○ A few methods
● Workshop!● Afterparty?
References/Further Reading● http://carmster.com/hci/● http://www.cs.rochester.edu/courses/212/fall2012/● http://www.upassoc.
org/usability_resources/usability_in_the_real_world/roi_of_usability.html● http://www.youtube.com/watch?v=O94kYyzqvTc● http://uxmag.com/topics/research-methods-and-techniques● http://www.usability.gov/● http://www.nngroup.com/articles/which-ux-research-methods/● https://speakerdeck.com/tsharon/validating-assumptions-with-12-ux-
research-methods● http://www.uxbooth.com/articles/complete-beginners-guide-to-design-
research/● http://www.slideshare.net/dgcooley/introduction-to-ux-research-methods● http://www.nngroup.com/articles/discount-usability-20-years/