FOUR THINGS YOU GOTTA KNOW

about UX Research in an hour

@JohnAmirAbbassi UX Research Manager, StubHub

MY PATH

“You can't connect the dots looking forward you can only connect them looking backwards…you have to trust that the dots will

somehow connect in your future.” - Steve Jobs

Talking to 50 frustrated customers a night!

Improving experiences and measuring them.

Marrying what people are doing with why…

Building a maturing UX Research practice

ISO 9241-210[1] defines user experience as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service"

UX = how users feel and respond to what you have created

You are an awesome designer. !

Why should you care?

“Successful invention is inventions that customers care about. It’s actually relatively easy to invent new things that customers don’t care about.”

Great Success

Not so muchSource: http://blog.kissmetrics.com/lessons-from-jeff-bezos/

How do you know

your design or idea is

great? !

You test it! (The right way).

UX Research = provides insights about possible and actual users of your products and their abilities to the right people at the right time

Adapted from Tomer Sharon’s from Google’s definition found here... Source: https://speakerdeck.com/tsharon/winning-that-elusive-buy-in-for-ux-research-webdagene-2013

Adapted from source: http://media-cache-ak0.pinimg.com/736x/14/32/61/143261c496a06e51ed69c000d1cc2dfc.jpg

TYPES OF RESEARCH

Typically comes from market

research

Attitudes - what people tell us Behaviors - what people do

“IS IT EASY TO USE?”

aka Usability Testing

USER RESEARCH BELIEVES IN !

OBSERVATION OF PEOPLE IN ACTION OR

ASKING THEM TO RECALL WHAT THEY’VE DONE IN THE PAST

!

WE DON’T TYPICALLY ASK “WOULD YOU WANT THIS?” or

“WOULD YOU DO THIS?”

George Brett

Attitudes vs Behaviors

4 TIPS FOR GREAT RESEARCH1 - GET OUT OF YOUR BUBBLE

TALK AND WATCH REAL PEOPLE

THINGS TO REMEMBERYou will always be surprised by how people you are designing for think.

AVOID THE MYTH OF THE GENERIC USER

Who are you creating for?

What are his/her needs? beliefs?Recruit a representative group of people and observe and/or interview them

GOAL: EMPATHIZE

4 TIPS FOR GREAT RESEARCH1I - USE THE RIGHT METHODS TO

GET THE RIGHT ANSWERS

4 TIPS FOR GREAT RESEARCH1I - USE THE RIGHT METHODS TO

GET THE RIGHT ANSWERS

Low Fidelity High Fidelity

USER TESTING

CONTEXTUAL INQUIRYEYE TRACKING

ETHNOGRAPHYRAPID ITERATIVE TESTING AND EVALUATION

(R.I.T.E.)

5 SECOND TEST

A/B TESTINGFOCUS GROUPS

Conceptual

FIRST CLICK TEST

BENCHMARKINGSURVEYS

DIARY STUDIES

GENERATIVE WHAT SHOULD WE MAKE?

EVALUATIVE HOW SHOULD IT WORK?

CARD SORTING

TREE TESTING

4 TIPS FOR GREAT RESEARCH1I - USE THE RIGHT METHOD

WHAT YOU NEED

4 TIPS FOR GREAT RESEARCH1I - USE THE RIGHT METHOD

WHAT YOU NEEDWEBCAM FOCUSED ON THE PARTICIPANT

LAPTOP W/GO TO MEETING OR CAMTASIA

SLED W/WEBCAM OR APPLE TV

PARTICIPANT

MODERATOR

4 TIPS FOR GREAT RESEARCH3 - GARBAGE IN = GARBAGE OUT TEST WITH AN OUTPUT IN MINDCreate a research plan: !Objective - We are testing the usability of the login for our registration system. !Hypothesis/Assumptions - The login for the registration system will streamline the class registration process by reducing the average number of steps it takes to register by 25%. !The login will be intuitive, all users tested will be able to login without assistance. !Recruitment Criteria - Recruiting students (current and prospective), teachers. 10 total. !Tasks - what do we want them to do, so we can measure them doing it? (Log in, Register).

4 TIPS FOR GREAT RESEARCH

RECORD PEOPLE SO YOU CAN REVIEW WHAT THEY DID: !!

DOWNLOAD THE RAINBOW SPREADSHEET HERE: http://bit.ly/1nIBW2T

GOOGLE “GO TO MEETING” OR “CAMTASIA”

FOR SCREEN CAP SOFTWARE

4 TIPS FOR GREAT RESEARCH

For the hardcore geeks... www.measuringusability.com

SUS scores Probabilities

4 TIPS FOR GREAT RESEARCH4 - TIMING AND TEAMWORK IS EVERYTHING

Pay at the Pump New Mobile App Home Screen

THINGS TO REMEMBER

4 - TIMING AND TEAMWORK IS EVERYTHING

3 -TEST WITH AN OUTPUT IN MIND

2 - USE THE RIGHT METHODS TO GET THE RIGHT ANSWERS

1 - GET OUT OF YOUR BUBBLE, TALK AND WATCH REAL PEOPLE

Peeps to follow on twitter: @jmspool @cydharrell @boltron @uie @usertesting @adaptivepath @measuringuSites to bookmark www.nngroup.com - Great source for tons of info on testing and usability www.optimalworkshop.com - Card sort/tree test/first click testing tool www.usabilityhub.com - Almost free first click and 5 second testing (with designers) www.usertesting.com - Remote usability, build a prototype and post it. They will do the rest.

Book suggestions

Don’t make me think by Steve Krug

Eye tracking the user experience

by Aga Bojko

Measuringuser experience

by Tom Tullis/Bill Albert

Thanks! !

linkedin.com/in/jabbassi @JohnAmirAbbassi