Fake Your Research - UX Masterclass
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Transcript of Fake Your Research - UX Masterclass
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Fake Your Research
Adam Fendrych
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Phase 1: Planning
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Pick the Wrong Tool
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Focus Groups
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Card Sorting
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Ask the Right People
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Use Professional Participants
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Overmotivate
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Phase 2: Study Design
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Framing
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Would you like to live in a city?
Ask your neighbor
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Do you want to travel around the world?
Ask your neighbor
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Ask about Future Behavior
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Ask What If
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Ask People What They Want
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Ask People for Solutions
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Stay Shallow
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Make It Difficult
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Make It Easy
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Ask without Context
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Ask without Context
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Quantitative Resarch Stuff
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Sort Questions Wisely
Which TV channel is on at the moment?
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Sort Questions Wisely
What does this remind you of?
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Give Them the Options You Want to Hear
Rate my company
Awesome
Cool
Friendly
The Best
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Put you desired options to the front of the list
Tell me what type of person you are
Outgoing and friendly
Silent and reserved
Relaxed and cool
Smart and funny
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Ask about Stuff You Can Verify from Other Sources
How often do you come to our website?
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Ask about Stuff You Can Verify from Other Sources
Which parts of our website do you visit?
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Ask about Stuff You Can Verify from Other Sources
Why do you come to our website?
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Ask about Stuff You Can Verify from Other Sources
Why do you come to our website?
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Ask about Stuff You Can Verify from Other Sources
Which products are you interested in?
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Ask Several Things at the Same Time
Do you want to be rich and famous?
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Ask Several Things at the Same Time
Do you think women and children should board the safety boat first?
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Use Highly Emotional Words
Do you beat your children?
Do you punish your children physically?
Have you ever slapped your child?
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Use Social Proof
Many people protect their family thanks to gun posession.
Would you like to have a gun?
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Phase 3: Data Collection
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Show Who You Are
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Qualitative Resarch Stuff
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Scare the Participants
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Scare the Participants
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Scare the Participants
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Welcome to the test. Let‘s start with the first task.
Scare the Participants
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What will they want from me?
Scare the Participants
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Scare the Participants
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Vary the conditions
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Vary the conditions
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Vary the conditions
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Vary the conditions
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Vary the conditions
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Vary the conditions
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Vary the conditions
Pro tip: ask each participant a different set of questions
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Ask Closed Questions
Yes or no?
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Give Them Options to Choose from
Do you think our product excells in safety, or in great
value provided?
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Do Not Let Them Finish
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Advise Them
And what do you think this button does?
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Mention Interface Elements in Wording
Now, try to add this item to cart
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Phase 4: Reporting
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Cherry-Pick the Right Data
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Cherry-Pick the Right Data
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Management Summary Is Your Friend
Users did not complain too much and did not suggest any major improvements. We can say that our website is really good!
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Use Small Type
The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that. The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.
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Use lots of complicated graphs
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Do not reveal your study design
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Make quantitative assumptions based on low sample size
Our users wear glasses and striped t-shirts
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Make quantitative assumptions based on low sample size
Now would you mind filling this SUS form for me?
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How many participants did we have? Enough!
Make quantitative assumptions based on low sample size
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Final PRO tipNever Test Your Results!