Nanomaterials and Nanotechnology Research Center: Beyond High-Quality Research
Beyond User Research
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Transcript of Beyond User Research
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November 14, 2013: Barack Obama, Commander-in-Chief
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November 14, 2013: Barack Obama, Commander-in-Chief
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November 14, 2013: Barack Obama, User Researcher-in-Chief
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What does victory look like?
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User research in today’s organization
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Reports from the user research group
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Query data gleaned from site search team
XXX.XXX.X.104 - - [10/Jul/2013:10:25:46 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystylesheet=www&q=lincense+plate&ip=XXX.XXX.X.104 HTTP/1.1" 200 971 0 0.02
XXX.XXX.X.104 - - [10/Jul/2013:10:25:48 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ie=UTF-8&client=www&q=license+plate
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Logs from the call center
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Reports from analytics applications
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Insights from Voice of the Customer research
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Reports from CRM applications
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Surveys behind Net Promoter Score
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Papers from the research center
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One agency’s user mental model
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Another agency’s brand architecture research
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Yet why does so much design still SUCK?
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The blind men and the elephant
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What Why
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Methods employed: quantitative versus qualitative
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Goals: help org or users
Organizational goals
Users’ goals
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How they use data: measuring world we know versus world we don’t
Measuring the world we knowExploring the world we don’t
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...I
Descriptive dataStatistical data
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This is true.
The problem with dichotomies
And so is this.
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This is true.
The problem with dichotomies
And so is this.
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Lou’s TABLE OF OVERGENERALIZED
DICHOTOMIESWeb Analytics User Experience
What they analyze
Users' behaviors (what's happening)
Users' intentions and motives (why those things happen)
What methods they employ
Quantitative methods to determine what's happening
Qualitative methods for explaining why things happen
What they're trying to achieve
Helps the organization meet goals (expressed as KPI)
Helps users achieve goals (expressed as tasks or topics of interest)
How they use data
Measure performance (goal-driven analysis)
Uncover patterns and surprises (emergent analysis)
What kind of data they use
Statistical data ("real" data in large volumes, full of errors)
Descriptive data (in small volumes, generated in lab environment, full of errors)
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Four themes for getting to synthesis and insight
1. Balance
2. Cadence
3. Conversation
4. Perspective
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1. Balance
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XXX.XXX.X.104 - - [10/Jul/2006:10:25:46 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystylesheet=www&q=lincense+plate&ip=XXX.XXX.X.104 HTTP/1.1" 200 971 0 0.02
XXX.XXX.X.104 - - [10/Jul/2006:10:25:48 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ie=UTF-8&client=www&q=license+plate &ud=1&site=AllSites&spell=1&oe=UTF-8&proxystylesheet=www&ip=XXX.XXX.X.104 HTTP/1.1" 200 8283 146 0.16
Web analytics pro’s question: “Are we converting license plate renewals?”
User researcher’s question: “What are people searching the most?”
Balanced analysis
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Thanks
Balance within methods
example courtesy to Angel Brown, Ogilvy DigitalHealth
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Thanks
Balance within methods
example courtesy to Angel Brown, Ogilvy DigitalHealth
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Rohrer’s user research landscape
Text
Christian Rohrer: http://www.nngroup.com/articles/which-ux-research-methods/
Balance within practice
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Rohrer’s user research landscape
Text
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2. Cadence
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A research cadence from Whitney Quesenbery
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Cadence
WeeklyCall center data trend analysis 2 – 4 hours behavioral/quantitative
Task analysis 4 – 6 hours behavioral/quantitative
QuarterlyExploratory analysis of site analytics data 8 – 10 hours behavioral/qualitative
User survey 16 – 24 hours attitudinal/quantitative
AnnuallyNet Promoter Score study 3 – 4 days attitudinal/quantitative
Field study 4 – 5 days behavioral/qualitative
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Cadence
WeeklyCall center data trend analysis 2 – 4 hours behavioral/quantitative
Task analysis 4 – 6 hours behavioral/quantitative
QuarterlyExploratory analysis of site analytics data 8 – 10 hours behavioral/qualitative
User survey 16 – 24 hours attitudinal/quantitative
AnnuallyNet Promoter Score study 3 – 4 days attitudinal/quantitative
Field study 4 – 5 days behavioral/qualitative
Cadence + Balance
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Cadence
WeeklyCall center data trend analysis 2 – 4 hours behavioral/quantitative
Task analysis 4 – 6 hours behavioral/quantitative
QuarterlyExploratory analysis of site analytics data 8 – 10 hours behavioral/qualitative
User survey 16 – 24 hours attitudinal/quantitative
AnnuallyNet Promoter Score study 3 – 4 days attitudinal/quantitative
Field study 4 – 5 days behavioral/qualitative
Cadence + Balance
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3. Conversation
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Develop a pidgin
Dave Gray’s boundary matrix: http://bit.ly/gWoZQm
KPI
goals
segments
personas
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Ban words that impede conversations
• Product names: Omniture,, SharePoint...
• Methods: focus group,, usability test...
• Departments: market research,, analytics...
• Disciplines: business analysis,, information architecture...
• Outcomes: portal, social media layer...
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Tell Stories
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Tell Stories
SKU: #39072-2AH1
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Buy Candy for Strangers
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4. Perspective
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Maps help us make sense by seeing things in new ways
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Rohrer’s user research landscape
Text
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Avinash Kaushik’s visualization (from Web Analytics 2.0)
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Avinash Kaushik’s visualization (from Web Analytics 2.0)
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Avinash Kaushik’s visualization (from Web Analytics 2.0)
“...while I have a bucket for ‘Voice of Customer,’ in hindsight I should have worked harder still to paint the full
qual and quant picture....”
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Containers help us make sense by putting things together in new ways
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MailChimp’s UX team: drowning in data
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MailChimp + Evernote
• Shared bucket of buckets (60 notebooks)
• Email is the API
• OCR’d (nice for SurveyMonkey reports)
• Searchable!
• Led to “regular data nerd lunches”
MailChimp: on the threshold of synthesis
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MailChimp + Evernote
• Shared bucket of buckets (60 notebooks)
• Email is the API
• OCR’d (nice for SurveyMonkey reports)
• Searchable!
• Led to “regular data nerd lunches”
MailChimp: on the threshold of synthesis was getting closer to
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WeWork’s Polaris: working with a blank slate
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Research challenges at WeWork
1. Siloed research
2. Gaps in research memory
3. Reports instead of insight
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WeWork: "nuggetization" + metadata
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WeWork: "nuggetization" + metadata
nuggets
metadata
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WeWork: "nuggetization" + metadata
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WeWork: "nuggetization" + metadata
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WeWork: filter/search this stuff
•
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WeWork: an insight
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WeWork: "nuggetization" + metadata
nuggets
metadata
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WeWork’s approach
• Atomic units smaller than reports—nuggets (350 interviews yield @3400 nuggets)
• LOTS of metadata
• Findability improves organizational research memory
• Researcher:curator ratio is 3:1
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WeWork’s approach
• Atomic units smaller than reports—nuggets (350 interviews yield @3400 nuggets)
• LOTS of metadata
• Findability improves organizational research memory
• Researcher:curator ratio is 3:1
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WeWork’s approach
• Atomic units smaller than reports—nuggets (350 interviews yield @3400 nuggets)
• LOTS of metadata
• Findability improves organizational research memory
• Researcher:curator ratio is 3:1
…is an IA approach
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DecisionOps?
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DevOps => DecisionOps
DevOps
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DevOps => DecisionOps
DevOps DesignOps
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DevOps => DecisionOps
DevOps DesignOps ResearchOps
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DevOps => DecisionOps
DevOps DesignOps ResearchOps DecisionOps
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DevOps DesignOps ResearchOps DecisionOps
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DevOps DesignOps ResearchOps DecisionOps
Q. What will these need to succeed?
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DevOps DesignOps ResearchOps DecisionOps
Q. What will these need to succeed?
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DevOps DesignOps ResearchOps DecisionOps
Q. What will these need to succeed?
A. Information architecture.
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How will you get beyond user research?
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How will you get beyond user research?
How to move your organization from micro-decisions to major insights?
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How will you get beyond user research?
How to move your organization from micro-decisions to major insights?
Who needs to be talking with whom?
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How will you get beyond user research?
How to move your organization from micro-decisions to major insights?
Who needs to be talking with whom?
Can balance, cadence, conversation, and perspective help?
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How will you get beyond user research?
How to move your organization from micro-decisions to major insights?
Who needs to be talking with whom?
Can balance, cadence, conversation, and perspective help?
What kind of operations will get you there?
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How will you get beyond user research?
How to move your organization from micro-decisions to major insights?
Who needs to be talking with whom?
Can balance, cadence, conversation, and perspective help?
What kind of operations will get you there?
How will information architecture help?
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How will you get beyond user research?
How to move your organization from micro-decisions to major insights?
Who needs to be talking with whom?
Can balance, cadence, conversation, and perspective help?
What kind of operations will get you there?
How will information architecture help?
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Thanks!
slides: http://rfld.me/11FrI3o
article: http://rfld.me/145ZccP
Lou Rosenfeld
@louisrosenfeld
www.rosenfeldmedia.com • @rosenfeldmedia