Embed Size (px)
DESCRIPTION
Presented at GaCOMO14 by Karen Minton, GALILEO
Citation preview
WHAT USERS WANT: USING FOCUS GROUPS TO INFORM WEB DESIGN
COMO 2014
User-centered design research methodologies• Quantitative Qualitative• In-Person Remote• One-on-One Groups/Dyads/Triads
Hybrid
What is a focus group?• A focus group is a focused discussion
where a moderator leads a group of participants through a set of questions on a particular topic
• Focus group process evolved from the focused interview and group therapy methods of psychiatrists
www.zazzle.com
Usability testing vs. focus group
Usability Testing
Focus Group
Discover user
expectations
Explore barriers/
perceptions/ attitudes
See behavior in
action What people
really do
Test assumptions
Measure performance: time, ease of use, # clicks,
errors
Validate effectiveness
of design
Inform quantitative
research
Iterative design testing
Nuts and bolts• 1 2 hours• 6 12 people• Homogeneous group• Recording
Risks of focus groupsRisk Mitigation
Groupthink Give participants “homework” to think about ahead of time
Use probing questions to uncover alternative ideas
Personalities Use subtle group control for ramblers, dominant talkers, shy participants
Moderator bias Be aware of “tells” Don’t editorialize
Intent assumed as action Be aware that we can’t predict contextual factors that may alter behavior so action may differ from what we believe we will do
Usability testing to test action
Difficulty capturing all input Record and use observer/assistant moderator
Focus group as sole research methodology Use hybrid methodology throughout user-centered design process
Online is an option
Planning, executing, analyzing
Planning Stage• Clear and specific purpose(s) but leave room for
discovery• Key attributes of participants• Develop script/discussion guide• Test the discussion guide• Find a moderator
A good discussion guide
Use open-ended questions
• Where do you get new information?• What do you like best about this website?
Use questions that get participants involved
• Use reflection, “think back,” choices, examples, etc.
Plan order of questions/topics
• Be aware of the brain activity generated by the questions
Planning, executing, analyzing
Executing Stage• Set the stage as people come in; establish rapport• Use the discussion guide but “discussion” is the key word• Record the session (audio, notes, flip chart, video)
A good moderator• Be able to get participants to relax and share their ideas
freely and candidly• Unbiased but informed about the project• Keeps the discussion focused but allows banter and
spontaneity• Manage personalities
Planning, executing, analyzing
Executing Stage
Favorite websites
Peer websites
Prototype or current website
Planning, executing, analyzing
Analyzing Stage• Review with another person
to capture impressions• Analyze summaries
• Look for trends and surprises• Determine content areas and
sub-categories
• Coding• Idiosyncratic• Consensus• Areas of agreement/disagreement
• Select quotations that illustrate themes and points
• Summarize and report
More . . .
More . . .
