Experimenting with New Research Techniques
Transcript of Experimenting with New Research Techniques
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Heather Wright Karlson - UX Consultant, UXC Bentley University
Mélanie St. James - Associate Director, Tufts University
Erin Freeburger - Sr. UX Lead Specialist, GfK
Experimenting with New Research Techniques
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The Emoji Method - Heather Wright Karlson
The Mapping Method – Mélanie St. James
The Remote Shop Along - Erin Freeburger
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MEENA’S CHALLENGE
MeenaKothandaraman
Experiment with
research techniques!
Come back to share!
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Challenge accepted!
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ApproachWe gave ourselves permission to tinker or try something new
Heather: Evolve a methodology
Melanie: Flip it around!
Erin: Tinker with an existing approach
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The Emoji Method
Heather Wright Karlson
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WHAT IS GOING ON IN THERE?
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METHODS
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● Review
● Usage
● Challenges
MICROSOFT PRODUCT REACTION CARDS
The complete set of 118 Product Reaction Cards
Accessible Creative Fast Meaningful Slow
Advanced Customizable Flexible Motivating Sophisticated
Annoying Cutting edge Fragile Not Secure Stable
Appealing Dated Fresh Not Valuable Sterile
Approachable Desirable Friendly Novel Stimulating
Attractive Difficult Frustrating Old Straight Forward
Boring Disconnected Fun Optimistic Stressful
Business-like Disruptive Gets in the way Ordinary Time-consuming
Busy Distracting Hard to Use Organized Time-Saving
Calm Dull Helpful Overbearing Too Technical
Clean Easy to use High quality Overwhelming Trustworthy
Clear Effective Impersonal Patronizing Unapproachable
Collaborative Efficient Impressive Personal Unattractive
Comfortable Effortless Incomprehensible Poor quality Uncontrollable
Compatible Empowering Inconsistent Powerful Unconventional
Compelling Energetic Ineffective Predictable Understandable
Complex Engaging Innovative Professional Undesirable
Comprehensive Entertaining Inspiring Relevant Unpredictable
Confident Enthusiastic Integrated Reliable Unrefined
Confusing Essential Intimidating Responsive Usable
Connected Exceptional Intuitive Rigid Useful
Consistent Exciting Inviting Satisfying Valuable
Controllable Expected Irrelevant Secure
Convenient Familiar Low Maintenance Simplistic
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REQUIREMENTS
● Little or no cost
● Easy to use
● Flexible
● Primarily visuals rather than words
NEW METHOD
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BEYOND UX
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AN IDEA
● Familiar to most
● Accessible
● Little or no cost
● Easy to use
● Flexible
● Room for individualized meaning and interpretation
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TRYING IT OUT
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BENEFIT
“I’m proud to get a loan.”
“I’m in the money. I got approved.”
“They are an angel because they gave me money.”
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CHALLENGES
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POTENTIAL & LESSONS LEARNED
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What can you re-combine from your past experience?
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The Mapping Method
Mélanie St. James
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TRA
IN O
F TH
OU
GH
T #1
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TRA
IN O
F TH
OU
GH
T #2
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Teach
Advise
Conduct research / Run a research lab
Publish
Write grants
Serve on university committees
Serveas department chair
Co-chair conferences
Continuing Medical Education (CME)
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METHOD
• Use this sheet to describe the type of
activities you do during the year
• Use a blue pen when you feel calm
• Use a red pen when you feel stress
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Faculty - Medicine
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Adjunct Lecturer - Dance
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Lecturer - Spanish
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BENEFIT
• 2x P: playful, welcome relief from a
traditional interview.
• 1x P: awkward, but created a good
launching pad for a narrative.
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BENEFIT
• A framework to explore the “big picture”
• Participants can talk about what I might
not think of asking them
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CHALLENGE
• Might be a little too unstructured
• Not all participants feel comfortable
“doodling”
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OUTCOMES & LESSONS LEARNED
• Technique might be more effective in
disciplines with visual or graphical
components
• But maybe it’s not the resulting map that
matters, but the conversation it facilitates
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OUTCOMES & LESSONS LEARNED
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What will be your inspiration?
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The Remote Shop Along
Erin Freeburger
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?
Product
Packaging
Marketing Display
Experience?
Perception?
Actual retail store?
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SHOP ALONG 1.0
Shop Alongs are a common market research technique.
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“What can I use
here that will work
for me?”
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THE 2 PART SOLUTION
App-based
Scavenger
Hunt
Part 1: In Store
Phone Call
In-Depth
Interview
Part 2: At Home
What?? Why?!
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PRIVACY
extra level of privacy
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OBSCURITY
a more
authentic interactionbetween people
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GLOBAL
Be anywhere and
everywhere
at the same time
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THE SHOP ALONG
3 key areas
of focus
1. Layout
3. Display
2. Staff
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TYPES OF QUESTIONS
• Take a Picture
• Short Answer
• Multiple Choice
Take 3 pictures of what grabs your attention.
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THE SHOP ALONG
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TYPES OF QUESTIONS
What grabs your attention?
Take 3 photos of what
stands out the most as you
walk through the store.
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SHORT ANSWER
How would you describe
Pub Cheese in 3 words?
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“Creamy.”
“Delicious.”
“Orange.”
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“Bright Orange.”
“Unnatural.”
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“It’s very
Orange.”
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“Orange, creamy, easy.
(insert Trump joke here)”
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“Not for me.”
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MULTIPLE CHOICE
• Not at all likely
• Not very likely
• Neutral
• Somewhat likely
• Very likely
✓ The overall display✓ The product signage
✓ The product itself
✓ The store rep✓ Something else
What was it that gave you
this impression?
Choose all that apply.
How likely is it that you will
buy this product based on
what you’ve seen today?
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Meanwhile, back at my desk…
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Meanwhile, back at my desk…
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THE PHONE CALL
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FEEDBACK
What I see…
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FEEDBACK
After speaking to the participant…
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FEEDBACK
What I see…
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FEEDBACK
After speaking to the participant…
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FEEDBACK
What I see…
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FEEDBACK
SignDisplay
Competition
Cleanliness
What else I see…
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DATA ANALYSISWhat do people see?
FLOWERS SIGNS SNACKS DRINKS FREEBIES ETC.
50%
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It’s very
ORANGE
BRIGHT
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MULTIPLE CHOICE
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Try this at home!
SOFTWARE TOOLS
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FREE DIYA Smartphone & Email
+
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Thank you,
team!
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The Emoji Method - Heather Wright Karlson
The Mapping Method – Melanie St. James
The Remote Shop Along - Erin Freeburger
RECAP & REMIX
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Now your turn!
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Our UX Community is:
• talented• generous• creative
Let’s evolve together our UX and methods!
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Ideas? Comments?
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Thank YOU!
See you next year!
Heather Wright Karlson - UX Consultant, UXC Bentley University
Mélanie St. James - Associate Director, Tufts University
Erin Freeburger - Sr. UX Lead Specialist, GfK