Guerilla User Research

@meaningmeasure

Misty Weaver

I teach at the UW iSchool

#guerrillaUX @meaningmeasure

Really, I help organizations make the right content for the right people

on the right channels.

My Typical Content Strategy Workflow

ResearchTouch points,

task flow

Brand, style, voice & tone

guides

Content mapping

Core model Site map PDDProto-content

wireframe

Brief Page tablesContent

pattern library(Interface)

copywriting

A/B and other testing

Measurement Optimization Revision

Some Business

Definitions

Techniques

Tools

Resources

Guerrilla

Guerrilla

Low Cost

Lowon

Time

Buy-in optional

http://www.slideshare.net/RuthEllison/guerrilla-user-design-research-final/15-Inform_the_designDesign_build_on

Project Management

User Research

Content Strategy

SEO / PPC

Dev Visual Design

Analytics

Interaction Design

Social Media

So much for the T-model

User research vsUser testing

https://userbrain.net/blog/7-step-guide-guerrilla-usability-testing-diy-usability-testing-method

Who does the research?

Features Structure Message

Message can inform structure and features

GatheringTesting

Targeting

Primary

Secondary

Qualitative

Quantitative

Real time orAsynchronous

Data

@natearcher

Why?

How much?

Who cares?

How long?

Techniques

Interview

Interview

JournalisticOpen ended

Use prompts

Curiosity

Delay judgment and opinion http://www.contentstrategyinc.com/get-what-you-need-learning-from-journalism-when-interviewing-stakeholders-and-audiences/

From the librarians:The 5 whys

https://en.wikipedia.org/wiki/5_Whys

Take turns being

Note-taker, Interviewer, and Interviewee

Form groups of 3 (if 4, 2 notetakers)

Ask questions from page 2 of handout

4 minutes per session

*If 4 members, 1 skips interviewee role

Get your interview on

http://azadux.com/spotshop/

Coffees

Or teas…

Informal

Or personal…

Coffeeshops

Go ahead and call the cops…

https://medium.com/bridge-collection/a-guerilla-usability-test-on-dropbox-photos-e6a1e37028b4#.ifhiuesl9

https://www.interaction-design.org/literature/article/the-pros-and-cons-of-guerrilla-research-for-your-ux-project

Taking it to the streetsGet your gorilla suit on

In store

On campus

On main street

Catherine Ho, REI http://www.slideshare.net/UXPA/employee-tools-dont-have-to-suck-how-rei-upleveled-their-retail-service-design-through-user-research

https://uxmag.com/articles/tips-for-guerrilla-research-with-teenagers

http://www.mutedialogue.com/work/guerilla-research-and-rapid-prototyping/

EmbeddingSecret Shopper Strategy

There’s

nothing like

being there

0-1-2

No way. Meh. Yay!Likert Scales Meh.

TalkListen

Interview all the waysIn-person

Online

On the phone

One on one

In groups

On the street

In private

In public

Record

Take notes

Formal questionnaire

A or B

Conversation

Finding peopleAsk your client

Friends

Family

Co-workers

Professional Network

Ask online

Go to the location

Go to likely locations

Find online groups or

forums

Sales people

Customer Service

Colleagues who work

with those users

TechniquesInterviews

Surveys/Questionnaires

Card sort or test

Opinion poll

Task walk-through

Other techniques

Danielle Cooley http://www.slideshare.net/dgcooley/field-research-for-user-experience-9698347

Build your research program

Why

What

HowWho

When

Where

Empathy vs

Targeting

Empathy Map

http://gamestorming.com/core-games/empathy-mapping/ https://uxmag.com/articles/how-to-use-persona-empathy-mapping

Empathy Map Activity

Tools for gathering

Structure & Labels

Optimal Workshophttps://www.optimalworkshop.com/

User Testing

https://www.usertesting.com/faq

Google

Tools for targeting

Your analytics

Unique Visitors

Unique Visits

Bounce rate

Time on page

Next steps/traffic sources

You down with OPD?

SEM Rush

BuzzSumo

Phew! There’s Pew

Best Practiceshttps://www.nngroup.com/reports/

http://baymard.com/research

User Journeys(a fast hack)

http://review.content-science.com/2016/07/qa-with-donna-lichaw-author-of-the-users-journey-storymapping-products/

http://rosenfeldmedia.com/books/storymapping/

Inform

Answer

Educate

Themes

Evergreen

Promotion

But understand real users

don’t follow ideal paths.

Cover all of their connections

in your content mapping.

Map content to real but ideal user journeys

Readingshttp://rosenfeldmedia.com/books/

http://www.slideshare.net/RuthEllison/guerrilla-user-design-research-final/15-Inform_the_designDesign_build_on

https://userbrain.net/blog/7-step-guide-guerrilla-usability-testing-diy-usability-testing-method

http://www.uxbooth.com/articles/guerrilla-research-tactics-tools/

https://uxmag.com/articles/getting-guerrilla-with-it

https://www.interaction-design.org/literature/article/the-pros-and-cons-of-guerrilla-research-for-your-ux-project

https://uxmag.com/articles/tips-for-guerrilla-research-with-teenagers

http://www.foolproof.co.uk/thinking/the-hidden-value-of-guerrilla-research/

http://civicmediaproject.org/works/civic-media-project/guerrillaresearchtacticsgrt

https://www.gov.uk/service-manual/user-centred-design/user-research/guerrilla-testing.html

https://www.uie.com/brainsparks/2016/08/12/the-right-way-to-train-the-wrong-way-research-ui-conference-podcast/

https://uxmag.com/articles/how-to-use-persona-empathy-mapping

http://gamestorming.com/core-games/empathy-mapping/

https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/

http://uxmastery.com/how-to-create-a-customer-journey-map/

http://rosenfeldmedia.com/books/storymapping/

http://alistapart.com/article/the-users-journey

http://review.content-science.com/2016/07/qa-with-donna-lichaw-author-of-the-users-journey-storymapping-products/

Tools

http://optimalworkshop.com

http://usertesting.com

http://www.semrush.com

http://buzzsumo.com

Thank you!I’ve been @meaningmeasure

Misty Weaver