Guerrilla User Research - Confab Intensive 2016
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Guerilla User Research @meaningmeasure Misty Weaver
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Transcript of Guerrilla User Research - Confab Intensive 2016
Guerilla User Research
@meaningmeasure
Misty Weaver
I teach at the UW iSchool
#guerrillaUX @meaningmeasure
Really, I help organizations make the right content for the right people
on the right channels.
My Typical Content Strategy Workflow
ResearchTouch points,
task flow
Brand, style, voice & tone
guides
Content mapping
Core model Site map PDDProto-content
wireframe
Brief Page tablesContent
pattern library(Interface)
copywriting
A/B and other testing
Measurement Optimization Revision
Some Business
Definitions
Techniques
Tools
Resources
Guerrilla
Guerrilla
Low Cost
Lowon
Time
Buy-in optional
http://www.slideshare.net/RuthEllison/guerrilla-user-design-research-final/15-Inform_the_designDesign_build_on
Project Management
User Research
Content Strategy
SEO / PPC
Dev Visual Design
Analytics
Interaction Design
Social Media
So much for the T-model
User research vsUser testing
https://userbrain.net/blog/7-step-guide-guerrilla-usability-testing-diy-usability-testing-method
Who does the research?
Features Structure Message
Message can inform structure and features
GatheringTesting
Targeting
Primary
Secondary
Qualitative
Quantitative
Real time orAsynchronous
Data
@natearcher
Why?
How much?
Who cares?
How long?
Techniques
Interview
Interview
JournalisticOpen ended
Use prompts
Curiosity
Delay judgment and opinion http://www.contentstrategyinc.com/get-what-you-need-learning-from-journalism-when-interviewing-stakeholders-and-audiences/
From the librarians:The 5 whys
https://en.wikipedia.org/wiki/5_Whys
Take turns being
Note-taker, Interviewer, and Interviewee
Form groups of 3 (if 4, 2 notetakers)
Ask questions from page 2 of handout
4 minutes per session
*If 4 members, 1 skips interviewee role
Get your interview on
http://azadux.com/spotshop/
Coffees
Or teas…
Informal
Or personal…
Coffeeshops
Go ahead and call the cops…
https://medium.com/bridge-collection/a-guerilla-usability-test-on-dropbox-photos-e6a1e37028b4#.ifhiuesl9
https://www.interaction-design.org/literature/article/the-pros-and-cons-of-guerrilla-research-for-your-ux-project
Taking it to the streetsGet your gorilla suit on
In store
On campus
On main street
Catherine Ho, REI http://www.slideshare.net/UXPA/employee-tools-dont-have-to-suck-how-rei-upleveled-their-retail-service-design-through-user-research
https://uxmag.com/articles/tips-for-guerrilla-research-with-teenagers
http://www.mutedialogue.com/work/guerilla-research-and-rapid-prototyping/
EmbeddingSecret Shopper Strategy
There’s
nothing like
being there
0-1-2
No way. Meh. Yay!Likert Scales Meh.
TalkListen
Interview all the waysIn-person
Online
On the phone
One on one
In groups
On the street
In private
In public
Record
Take notes
Formal questionnaire
A or B
Conversation
Finding peopleAsk your client
Friends
Family
Co-workers
Professional Network
Ask online
Go to the location
Go to likely locations
Find online groups or
forums
Sales people
Customer Service
Colleagues who work
with those users
TechniquesInterviews
Surveys/Questionnaires
Card sort or test
Opinion poll
Task walk-through
Other techniques
Danielle Cooley http://www.slideshare.net/dgcooley/field-research-for-user-experience-9698347
Build your research program
Why
What
HowWho
When
Where
Empathy vs
Targeting
Empathy Map
http://gamestorming.com/core-games/empathy-mapping/ https://uxmag.com/articles/how-to-use-persona-empathy-mapping
Empathy Map Activity
Tools for gathering
Structure & Labels
Optimal Workshophttps://www.optimalworkshop.com/
User Testing
https://www.usertesting.com/faq
Tools for targeting
Your analytics
Unique Visitors
Unique Visits
Bounce rate
Time on page
Next steps/traffic sources
You down with OPD?
SEM Rush
BuzzSumo
Phew! There’s Pew
Best Practiceshttps://www.nngroup.com/reports/
http://baymard.com/research
User Journeys(a fast hack)
http://review.content-science.com/2016/07/qa-with-donna-lichaw-author-of-the-users-journey-storymapping-products/
http://rosenfeldmedia.com/books/storymapping/
Inform
Answer
Educate
Themes
Evergreen
Promotion
But understand real users
don’t follow ideal paths.
Cover all of their connections
in your content mapping.
Map content to real but ideal user journeys
Readingshttp://rosenfeldmedia.com/books/
http://www.slideshare.net/RuthEllison/guerrilla-user-design-research-final/15-Inform_the_designDesign_build_on
https://userbrain.net/blog/7-step-guide-guerrilla-usability-testing-diy-usability-testing-method
http://www.uxbooth.com/articles/guerrilla-research-tactics-tools/
https://uxmag.com/articles/getting-guerrilla-with-it
https://www.interaction-design.org/literature/article/the-pros-and-cons-of-guerrilla-research-for-your-ux-project
https://uxmag.com/articles/tips-for-guerrilla-research-with-teenagers
http://www.foolproof.co.uk/thinking/the-hidden-value-of-guerrilla-research/
http://civicmediaproject.org/works/civic-media-project/guerrillaresearchtacticsgrt
https://www.gov.uk/service-manual/user-centred-design/user-research/guerrilla-testing.html
https://www.uie.com/brainsparks/2016/08/12/the-right-way-to-train-the-wrong-way-research-ui-conference-podcast/
https://uxmag.com/articles/how-to-use-persona-empathy-mapping
http://gamestorming.com/core-games/empathy-mapping/
https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
http://uxmastery.com/how-to-create-a-customer-journey-map/
http://rosenfeldmedia.com/books/storymapping/
http://alistapart.com/article/the-users-journey
http://review.content-science.com/2016/07/qa-with-donna-lichaw-author-of-the-users-journey-storymapping-products/
Tools
http://optimalworkshop.com
http://usertesting.com
http://www.semrush.com
http://buzzsumo.com
Thank you!I’ve been @meaningmeasure
Misty Weaver
