Rapid UX Research Cycles

VIRTUAL SEMINAR SERIES 01

Kelly Goto @go2girl

RAPID UX RESEARCH CYCLES

Empower your

UX research team

©gotoresearch 2016 all rights reservedtheintentionalmind.com

http://theintentionalmind.com

©gotoresearch 2016 all rights reserved

“Much of consumer behavior involves everyday routines and practices that

consumers do not actively think about.”

Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander

theintentionalmind.com


©gotoresearch 2016 all rights reservedtheintentionalmind.com

“And when asked, they do not necessarily come to talk about — or do not even do not

actively think about.— these routines or patterns.”

Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander



Every aspect of the experience including competition for time and attention is in flux. Data is overwhelming and lengthy (and costly!) to process.

CULTURAL FLUX | DATA OVERLOAD

Atlas of Economic Prosperity: Atlas Research Foundation


New perspectives and movement from traditional market research to product-focused UX research methods are needed to understand real needs and behaviors with real people.

CULTURAL FLUX | DATA OVERLOAD

Atlas of Economic Prosperity: Atlas Research Foundation


Governance Crisis Point

COMPLEXITY Quantity & complexity of information

Ability to deal with quantity & complexity of information

Zap Think LLC

COMPLEXITY vs. COPING

MARKET


traditional market research can

predict trends and anticipate change

COMPLEXITY

stable

flux

Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association

simple complex

static

dyna

mic


MARKET


MARKET

COMPLEXITY

Highly complex market & dynamic factors create a cultural flux because all areas are moving simultaneously.

stable

flux

simple complex

static

dyna

mic


Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association


COMPLEXITY

Due to Cultural Flux, probing into ‘Areas of Interest’ reveals opportunities for Innovation.

stable

flux

simple complex

static

dyna

mic

CULTURAL FLUX

MARKETModified from: EPIC 2013 Proceedings: 2013 American Anthropological Association

- Tricia Wang, Ethnographer

People are getting caught up on the

quantity side of the equation rather

than the quality of the business insights that analytics can unearth.

More numbers do not necessarily

produce more insights.”


unaw

are

| im

plic

it |

EMOT

ION

a w a r e | e x p l i c i t | LOGIC

FOCUS GROUPS

FIELD STUDIES

1:1 INTERVIEWS

ONLINE SURVEYS

BIG DATA

ETHNOGRAPHY

how people

live

what people think


FOCUS GROUPS

FIELD STUDIES

1:1 INTERVIEWS

ONLINE SURVEYS

BIG DATA

beha

vior

al |

att

itud

e

c u r r e n t s t a t e

ETHNOGRAPHYre

port

ing

| as

sum

ptio

ns

f u t u r e s t a t e

flux


c u r r e n t s t a t e f u t u r e s t a t e flux

ADD FEATURES TO CURRENT

PRODUCT

“INNOVATE”

Hypothesis-driven cycles of research enable business

decisions to be made in 6-weeks rather than 6-months.


Cycles of hypothesis-driven research are 5-6 weeks in length and offer jobs-to-be-done results as well as mental models or behavioral segments where specific needs and opportunities emerge. !

Shorter cycles allow for exploration of needs-based concepts, and pivots as needed in a rapid and focused manner.

RAPID UX RESEARCH CYCLES


WE DON’T HAVE TIME FOR THIS”

I believe if they had invested a handful

of weeks in rapid ethnography, they

would have saved themselves years of

misdirected work.

- Ellen Isaacs, PARC Ethnographer


Hypothesis • Create Research Question • Create Semi-Structured

Discussion Guide

Plan Cycle 1

Targeted Recruiting (N=12)

Determine Key Characteristics

Recruiting

Remote Interviews • Create Research Question • Create Semi-Structured

Discussion Guide

Inquiry

week 1 week 2 week 3 week 4 week 5 week 6 week 8

Output

Deliverables • Affinity Diagram • Whiteboard Sessions • Create Actionable Output

Plan Cycle 2

Work Session • Determine Next Steps • Pivot or Dive Deeper

RAPID UX RESEARCH APPROACH

Rapid Analysis

Open Coding • Deconstruct / Analysis • Interpretation • Reconstruct / Synthesis


http://www.socialresearchmethods.net/kb/qualapp.php

RAPID UX RESEARCH APPROACH

https://en.wikipedia.org/wiki/Qualitative_research

Grounded Theory was developed at a time when qualitative research was seen as unscientific or non-systematic

Rapid Analysis

Coding Data • Deconstruct / Analysis • Interpretation • Reconstruct / Synthesis

Inquiry Output

Foundation in Grounded Theory

“Coding is a process for both categorizing qualitative data and for describing the implications and details of these categories. Initially one does open coding, considering the data in minute detail while developing some initial categories.”


https://en.wikipedia.org/wiki/Qualitative_research


Although often phrased as if combined, analysis and synthesis are actually opposites. !

You can move straight into synthesis without doing rigorous analysis but you cannot do analysis without the synthesis piece.

Analysis!(deconstruct / break down)

Synthesis!(reconstruct /

put back together)

RAPID UX RESEARCH APPROACHAnalysis vs Synthesis


Recruiting Inquiry Debrief* Analysis Synthesis Output N=1 N=12

EASY 2 hrs 1 hr 0.25 hr 0 hr 2 hrs 2 hrs 7.25 hrs 87

AVG 3 hrs 1 hr 0.5 hr 1 hr 2 hrs 4 hrs 11.5 hrs 138

HARD 4 hrs 1 hr 1 hr 3 hrs 3 hrs 8 hrs 20 hrs 240

N=12 | 1-hour Sessions

SAMPLE HOURS FOR KEY TASKS

Key tasks hours ‘per participant’

Note: This does not include time for project management, meetings, !hypothesis statement, discussion guide or additional deliverables


Recruiting Inquiry Debrief* Analysis Synthesis Output N=1 N=12

HARD 4 hrs 1 hr 1 hr 3 hrs 3 hrs 8 hrs 20 hrs 240

N=12 | 1-hour Sessions

SAMPLE HOURS FOR KEY TASKS

Key tasks hours ‘per participant’

Note: This does not include time for project management, meetings, !hypothesis statement, discussion guide or additional deliverables

*We call these debrief or “interpretation sessions” where two people (always needed) discuss what they heard and what it actually meant, what was most important, key insights or take aways, etc. !This can replace the analysis portion and teams can move straight into open coding.


!

!

!

Is there an opportunity for new players with available power

and resources to come to the market and address these unmet product

and service user needs?

RESEARCH QUESTION

A good research question is based on market data, and assumptions around unmet needs created because of rapid market changes. !It should ask HOW or WHY rather than WHAT.

There are no rules for sample size in qualitative inquiry. Sample size depends on what you want to know, the purpose of the inquiry, what’s at stake, what will be useful, what will have credibility, and what can be done with available time and resources.

[31] Patton, M. Q. Qualitative Research & Evaluation Methods,Sage, Thousand Oaks, CA, 2002 — quoted in http://iacis.org/jcis/articles/JCIS54-2.pdf

http://iacis.org/jcis/articles/JCIS54-2.pdf


Saturation is reached when the researcher

gathers data to the point of diminishing returns,

when nothing new is being added.

SAMPLE SIZE | HOW MANY

Sample 1

NUMBER OF INTERVIEWS

Sample 2

New Codes Code ModificationsThematic Prevalence Poly. (New Codes)

NU

MB

ER O

F C

OD

ES

0

10

20

30

40

50

60

70

80

90

1-6 7-12 13-18 19-24 25-30 31-36 37-42 43-48 49-54 55-60

Journal of Computer Information Systems (Marshall, Cardon, Poddar, Fontenot)

CR

ON

BA

CH

’S A

LPH

A F

OR

TH

EMA

TIC

PR

EVA

LEN

CE1

0.9

0.8

0.7

0.6

0.5

0.4

0.3

0.2

0.1

0

0.70.79

0.850.88 0.88 0.89 0.9 0.91 0.93

Why N=12 Per Study?


DATA ANALYSIS

!

Open Coding: form initial categories of information about the phenomenon being studied from the data gathered. This is “the process of breaking down, examining, comparing, conceptualizing, and categorizing data”

Coding procedures in Grounded Theory Strauss and Corbin (1990)


DATA ANALYSIS

Rigorous analysis and synthesis can be sped up with a team who knows the process, and is led by a knowledgable moderator (slave-driver) who pushes the coding process through. !

We call this the Effner Method.


DATA ANALYSIS


CODING DETAIL

OPEN ENDED

First Name CODE In a few words, tell us what your video was about.

Tell us more about what kind of an impact this aspect has on how you use your fitness tracker.

Melissa Consistantly motivating/rewards The different reward apps I use with my Fitbit It gives me even more incentive to stay physically fit and moving

John R inconspicuousness The tracker is not intrusive which encourages me to wear and use it daily

It allows me to wear it 24x7 without feeling like I'm forcing myself to do it.

Richard easy to sync/devices

I love how easy it is to sync it to any mobile device through Bluetooth - I use it to sync to my iPhone and iPad a lot and it's very quick and simple

I love the ability to dig into my stats/progress and see active Mounties, steps taken throughout the day - having the visibility to all of this encourages me to push on/improve

Melissa easy to sync/devices/appsHow my Fitbit syncs with many different apps and also iOS and android

I can use it with many different programs and different Fitness incentives

Lloyd George Consistantly motivating/activity data

I love that it's a Bible to fitness it gives me the exact numbers I can go into weight loss and fitness with exact science and I can prevent weight gain its it's the most important part of my health and fitness routine there's no way that I

The fact that it tells me what I can do what I can eat when I need to be more active is very important it's motivating and make sure that I don't slack off during the day and make sure that I do everything in my power each day to hit my goal if it didn't motivate me and remind me I think that I would easily

Susan Consistantly motivating/encouragements

The silly graphics and :-) encouragements that I get from my fit bit when I do an extra burst of energy.

It sounds stupid because they really are the crudest like early 1980s CompuServe style graphics that are just a :-) or a little you know, bouncing happy cloud or something and for some reason when I get that I'm like "oh look I did this extra effort and I got a smiley face!" it makes me very happy and it's so stupid and I'm embarrassed.

Joel versatility I love that it has multiple functions, and that it gets better over time. It isn't a one trick pony.

The fact that it does multiple things keeps me wearing it. At one point I had a pedometer that I carried with me. It was good, but only a pedometer. Over time I got bored with it and decided to stop carrying it. The other features keep me carrying it, and it keeps me trying to do better with my fitness goals.

Emily UX (easy to use) This video is about how I liked the simplicity of my tracker.

I think it made it easier for me to use. I don't like when things are over complicated so I feel like this is really nicely streamlined and it made me want to use it more when i worked out.

Jennifer Consistantly motivating/activity data

My favorite thing about my Fitbit is that by tracking my steps it keeps me motivated to move throughout the day. I also like to know my active steps as well

It moves me to move and adds a sense of competition with myself to the day

Having some health problems

!!

Hard to be different Diet hard to handle

Withdrawal from social contacts

Take an active stand not to adhere

Main problems with stomach pain before

!!

Hard to be different !!

Hard with gluten-free food

!!

Quit eating ing School Avoid going out to eat

!!

Quit gluten-free food Feel mentally better

Can live a normal life

SUBCATEGORIES CATEGORIESCODESTEXT

SOMETHING WAS WRONG AND THEN CHANGED TO THE

BETTER

TREATMENT NOT WORTH THE PRICE

OTHER SUBCATEGORIESOTHER CODESOTHER TEXT SEGMENTS

“It was both fun and boring to know that I had gluten

intolerance because earlier I had so many problems with stomach pain, but it

was also hard to be different.

!I thought it was hard with

the gluten free food. It wasn’t good and there were

so many questions from everywhere. Finally I quit

eating in school and avoided going out to eat

with friends. !

Today I have totally quit the gluten free food. My stomach problems have

come back but I feel better mentally. I can live a normal

life now, except I have a little stomach pain.”

}

}

}

}

}

}

}

Sample Approach

Balancing health benefits and social sacrifices: a qualitative study of how screening-detected celiac disease impacts adolescents' quality of life. Rosén A, Ivarsson A, Nordyke K, Karlsson E, Carlsson A, Danielsson L, Högberg L, Emmelin M - BMC Pediatr (2011)


CODING DETAIL

OPEN ENDED

First Name CODE In a few words, tell us what your video was about.

Tell us more about what kind of an impact this aspect has on how you use your fitness tracker.

Melissa Consistantly motivating/rewards The different reward apps I use with my Fitbit It gives me even more incentive to stay physically fit and moving

John R inconspicuousness The tracker is not intrusive which encourages me to wear and use it daily

It allows me to wear it 24x7 without feeling like I'm forcing myself to do it.

Richard easy to sync/devices

I love how easy it is to sync it to any mobile device through Bluetooth - I use it to sync to my iPhone and iPad a lot and it's very quick and simple

I love the ability to dig into my stats/progress and see active Mounties, steps taken throughout the day - having the visibility to all of this encourages me to push on/improve

Melissa easy to sync/devices/appsHow my Fitbit syncs with many different apps and also iOS and android

I can use it with many different programs and different Fitness incentives

Lloyd George Consistantly motivating/activity data

I love that it's a Bible to fitness it gives me the exact numbers I can go into weight loss and fitness with exact science and I can prevent weight gain its it's the most important part of my health and fitness routine there's no way that I

The fact that it tells me what I can do what I can eat when I need to be more active is very important it's motivating and make sure that I don't slack off during the day and make sure that I do everything in my power each day to hit my goal if it didn't motivate me and remind me I think that I would easily

Susan Consistantly motivating/encouragements

The silly graphics and :-) encouragements that I get from my fit bit when I do an extra burst of energy.

It sounds stupid because they really are the crudest like early 1980s CompuServe style graphics that are just a :-) or a little you know, bouncing happy cloud or something and for some reason when I get that I'm like "oh look I did this extra effort and I got a smiley face!" it makes me very happy and it's so stupid and I'm embarrassed.

Joel versatility I love that it has multiple functions, and that it gets better over time. It isn't a one trick pony.

The fact that it does multiple things keeps me wearing it. At one point I had a pedometer that I carried with me. It was good, but only a pedometer. Over time I got bored with it and decided to stop carrying it. The other features keep me carrying it, and it keeps me trying to do better with my fitness goals.

Emily UX (easy to use) This video is about how I liked the simplicity of my tracker.

I think it made it easier for me to use. I don't like when things are over complicated so I feel like this is really nicely streamlined and it made me want to use it more when i worked out.

Jennifer Consistantly motivating/activity data

My favorite thing about my Fitbit is that by tracking my steps it keeps me motivated to move throughout the day. I also like to know my active steps as well

It moves me to move and adds a sense of competition with myself to the day

“The fact that it does multiple things keeps me wearing it. At one point I had a pedometer that I carried with me. It was good, but only a pedometer. Over time I got bored with it and decided to stop carrying it. The other features keep me carrying it, and it keeps me trying to do better with my fitness goals.”

I love that it has multiple functions, and that it gets better over time. It isn't a one trick pony.

versatility

Text!(open ended)

Probe !(clarification)

Code!(category)

} }

Specific Example: Fitness Tracker Research


!

!

Concurrent 1-week or 2-week diary studies can be used to gather theme based data. Data snippets provide written responses to targeted questions around behavior and usage.

Grounded Theory: !Uses a variety of data sources, including quantitative data, review of records, interviews, observation and surveys.

CODING DETAILSpecific Example: Fitness Tracker Research


Compare attitudes, beliefs and behaviors between participants to build a spectrum (spectra) we use to develop behavioral personas and groupings of themes and attitudes. !

These lead to Mental Model and Journey Maps outlining pain points, needs and opportunities.

CODING DETAILConstant Comparison Methodology


ACTIONABLE DELIVERABLESSample Mental Model (generic data)


ACTIONABLE DELIVERABLES


Kelly Goto @go2girl

[email protected]

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AppendixGrounded Theory Research Method http://www.socialresearchmethods.net/kb/qualapp.php !Sample Study: Dental Practice in the AU https://bmcmedresmethodol.biomedcentral.com/articles/10.1186/1471-2288-11-128 !Balancing health benefits and social sacrifices: a qualitative study of how screening-detected celiac disease impacts adolescents' quality of life. Rosén A, Ivarsson A, Nordyke K, Karlsson E, Carlsson A, Danielsson L, Högberg L, Emmelin M - BMC Pediatr (2011) https://openi.nlm.nih.gov/detailedresult.php?img=3120678_1471-2431-11-32-1&req=4 !Glaser, B. & Strauss, A. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Chicago: Aldine. !Strauss, A. & Corbin, J. (1994). "Grounded Theory Methodology." In NK Denzin & YS Lincoln (Eds.) Handbook of Qualitative Research (pp. 217-285). Thousand Oaks, Sage Publications. !Small Sample Size http://iacis.org/jcis/articles/JCIS54-2.pdf

37


https://bmcmedresmethodol.biomedcentral.com/articles/10.1186/1471-2288-11-128

http://iacis.org/jcis/articles/JCIS54-2.pdf

Rapid UX Research Cycles

Design

Transcript of Rapid UX Research Cycles