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SEP 16-20, 2019 DenverStartupWeek.org #DENStartupWeek
CHOOSING A DIRECTION: LEARNING HOW TO TEST IDEAS AND DESIGNS Lys Maitland and Ari Weissman
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#UX
The Agenda
1. Intro 2. What is UX Research? 3. The Design Process 4. Why do we test? 5. How to plan 6. $$$ vs. $ 7. Testing Outputs 8. Engaging the whole team 9. What to do next
888.310.5327
• 15+ years experience
• Responsible for research from product inception to implementation
• Led enterprise-level research for clients like Transamerica, Davita, Scottrade, NextGear, Securian
Lys Maitland Experience Researcher Manager
888.310.5327
• 15+ years global experience
• Responsible for all things UX, from research through experience design
• Lead for clients including TimeWarner Cable, AMEX, PwC, FreemanCo, Securian, …
Ari Weissman Director of UX @ Crownpeak
What is UX research?
To many people, conducting user research is a bit like cleaning up the garage: they know it would be a good thing “ to do and would bring some real benefits, yet somehow they never quite get round to it.
” — Arin Bhowmick Vice President, Design at IBM
Mike Kuniaysky
AUTHOR OF OBSERVING THE USER EXPERIENCE
What is UX Research?
“User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies…the process of understanding the impact of design on an audience.”
The Product Design Process
Double Diamond: Problem Space
The Problem Space • This is where we test ideas
• Goal is to identify a strategy and develop a plan
a.k.a. “Design the right thing.”
• This is where great user experiences come from
Discovery Research (diverge)
Understanding the User andProblem • Desk Research: lit reviews, existing
research, domain research, google scholar
• Stakeholder Research: workshops, interviews, demonstrations
• User Research: interviews, observation, surveys, contextual inquiry
Definition Research (converge)
Aligning around understanding • Target audience
• Desired user outcomes
• Desired business outcomes
• Risks and assumptions
• Method to measure success
• A hypothesis on how to solve the problem
Vision without action is a“ daydream. Action without vision is a nightmare. — Japanese Proverb ”
Double Diamond: Solution Space
The Solution Space • This is where we test solutions
• Goal is to work through tradeoffs to deliver an optimal solution
a.k.a. “Design things right”
• This is also where great usability comes from
Development Research (diverge)
Exploring Solutions • Design: sketching, prototyping,
usability testing
• Information Architecture: prototyping, card sorting, tree tests, click tests
• Collaboration: design studio, co-design, feedback workshop
• Desk Research: comparative analysis, pattern review
Delivery Research (diverge)
Delivering an outcome • Test and iterate on design and
content
• Consolidate design rationale
• Document experience / design decisions
Don’t Forget to Measure!
Did you choose how to measure success before you began design? Did you benchmark the current state to know if it's improved? Is your measurement strategy based on user outcomes?
Why do we test? UX research helps:
• Validate assumptions • Understand the problem from the user’s perspective
• Learn about the ‘hidden’ things we didn’t know • Measure the delta
• Remove opinions from the design process • Create alignment
• Reduce the cost of delivering a successful product.
Some examples of testing
CLICK TEST
Testing an IA or design learnability Testing flows and content USABILITY TESTING
BENCHMARKING CARD SORTING
Testing and measuring current state Closed card sort to validate an IA for redesign
ITERATIVE DESIGN TESTING
Iterative testing of flows and concepts, some generative research
Planning a test Regardless of fidelity
Planning
1. Define the goals
2. Define the audience
3. Choose what to test
4. Choose your tools
5. Analysis
888.310.5327
Some questions to ask:What are - Why are you testing?
your goals? - What will you do with the data?
- What do you need to learn? Why?
888.310.5327
Some questions to ask: - Who will use of the thing you’re
building?
- Are there different groups of users? If so, which have the highest priority?
- Where are they?
Who is your audience?
You can learn valuable things by asking the right people the wrong questions. If you are talking to the “wrong people it doesn't matter what you ask.
— Erika Hall, author of Just Enough Research ”
What can I test?
Analysis and Synthesis
1 2 3 4
Trends Look for trends across
all participants
5 6 7 8
Quotes Solutions Opportunities Identify quotes that Collect solutions Do the outcomes
capture the essence of identified by suggest good next your insights participants steps?
Good and Bad Document what
doesn't work AND what does work
Prioritize Choose the most
important findings to share and focus on
Think big picture Is the issue identified a symptom of a bigger
problem?
Centralize/ Share
Easy access and redundancy.
$$$ vs. $
Formal
1 2 3 4
Location Quiet room with a table
Separate location for observers
Quality phone if remote
Logistics Schedule a location and
time for two hours
Recruit participants and distribute incentive
Prep/share/revise discussion guide
Create data capture sheet
Audio/Video recording
Costs Location
Recruiting and incentives
Screen sharing/ Recording tool
Snacks and beverages
Transcriptions
Fidelity to test Typically wireframe or
above
Quick and cheap
1 2 3 4
Location Logistics Costs Fidelity to test Anywhere! Find a place Minimal to none Paper and pencil
Find some people
Ask some questions
Write down answers
Let’s talk about examples
OUTPUTS
What do testing outputs look like?
super quick
$
quick and cheap
$
middle of the road
$$
formal
$$$$
Engaging the whole team
I use not only all the brains I have, but “ all the ones I can borrow
- Woodrow Wilson ”
- Choosing Goals and AudienceEngage your - Reviewing Discussion Guide team at every - Observing and Note Taking step - Debriefing
- Probing During Analysis
- Prioritizing Results
- Determining Next Steps
What to do next?
What to do next?
- Build testing into your delivery process
- Set up consistent research cadence
- Keep a backlog of problems
- Join in the design and dev process
- Develop a pool of users
- Alternate hi-effort and low-effort activities
- Validate between qualitative and
quantitative
- Triangulate your data
Questions? אלותש
Vragen Preguntas
問題 Des questions
вопросов
คถาม frågor
Mentioned References
GOOGLE DOC WITH ALL THE MENTIONED BOOKS, ARTICLES AND VIDEO
https://bit.ly/2kOEpyS