Collaborative Research | uxlx 2014

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Slides from a half-day workshop I gave in Lisbon, on June 5, 2014.

Transcript of Collaborative Research | uxlx 2014

  • Collaborative Research with Erika Hall (@mulegirl) UXLX
  • Hello!
  • I have a question...
  • Do you enjoy being right?
  • You are correct!
  • YESSS!
  • p0wned!
  • No.
  • ?
  • >? !
  • Dogma
  • Flickr/Chris Voll
  • Ego!
  • Why?
  • People!
  • Collaboration!
  • Text Agenda
  • Text Agenda 910:30 10:3011 1112:30 Introduction. The research process Questions and activities Understanding your organization Break User research Analysis Models and reports Finale
  • Barriers
  • Overcoming Objections
  • Laziness
  • Laziness Fear
  • Laziness Fear Lunch
  • Laziness Fear Lunch Following
  • Laziness Fear Lunch Following Losing Control
  • Laziness Fear Lunch Following Losing Control Sharing
  • Shared Understanding
  • We dont have the time.
  • We dont have the money.
  • We dont have the expertise.
  • Were already A/B testing
  • Everyone wants better products, faster.
  • No one wants to read a report.
  • What is your experience?
  • Research + Collaboration
  • A design project is a series of decisions.
  • Data doesnt change minds.
  • What is What ought to be
  • Design-Led Research-Led Expert Mindset Participatory Mindset Users seen as subjects Users seen as partners Design-led with expert mindset Design-led with participatory mindset Research-led with expert mindset Research-led with participatory mindset Dubberly Design Office
  • Goal Driven Skeptical Mindset Increase chance of success Reduce risk Willing to question the value of any approach
  • Team + Goal + Reality = Good
  • One Simple Process
  • Form Questions Analyze Data Gather Data
  • Form Questions Analyze Data Think Critically
  • Form Questions Analyze Data Observe
  • Form Questions Analyze Data Interview
  • Form Questions Analyze Data Read
  • Form Questions Analyze Data Read Experiment Interview Observe Think
  • Personal View Personal View Personal View
  • Shared Reality
  • Research is a Craft
  • Form Questions Analyze Data Gather Data
  • Questions determine results.
  • Questions give research meaning.
  • Research high-priority questions.
  • Good Questions Specific Actionable Practical
  • A Bad Question What do people think about pets?
  • A Better Question How do single urban adults choose and acquire a pet?
  • A Bad Question What do people do around here all day?
  • A Better Question How do editors and designers work together?
  • The Best Question The unknown with the most risk.
  • Bias
  • Bias: Something that causes an influence or prejudice
  • Confirmation Bias: You selectively weight the information that confirms what you already believe.
  • Sampling Bias: Your sample of research subjects isnt sufficiently representative.
  • Interviewer Bias: You insert your opinion into interviews.
  • Social Desirability Bias People dont say the true things that they worry will make them look bad.
  • Ease Clear Display Related Primed Idea Good Mood Feels True Feels Familiar Feels Good Feels Effortless Daniel Kahneman
  • Feeling confident? Its not a good sign.
  • You might have a bad case of Dunning-Kruger.
  • Critical Thinking
  • Critical Thinking Disciplined Self-correcting Clear Logical
  • Uncritical Thinking I hate yellow, so a yellow website wont succeed.
  • Critical Thinking I hate yellow, but based on the evidence, it might work for our audience.
  • Critical Thinking I dont know.
  • Activities!
  • Form Questions Analyze Data Gather Data
  • Questions About Users ProductOrg Competition InterviewsInterviews Usability Testing A/B Testing Contextual Inquiry Literature Review SWOT Analysis Brand Audit Usability Testing Competitive Analysis Heuristic Analysis Descriptive Evaluative Evaluative Evaluative Analytic Analytic Generative Descriptive
  • Research Activity Topic Purpose Time Money
  • Phone Interviews What do we need to know about? What kind of decision will it inform? How long do we have? What is our budget? Contextual Inquiry In-Person Interviews Usability Testing Competitive Analysis
  • Why not just make a prototype?
  • 20 If we only test bottle openers, we may never realize customers prefer screw-top bottles. Victor Lombardi, Why We Fail
  • Topics
  • Organizational Research
  • Stakeholders
  • Stakeholders
  • Executives
  • Sales People
  • Customer