UX LeanUX 6 Researchmethods 2019 - HS Augsburg · 2019-05-13 · Lean UX Research methods KP Ludwig...
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Lean UX Research methods
KP Ludwig John
Lean UXResearch methods
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Lean UX Research methods
KP Ludwig John
Already existing
• Personas • Context of Use • Hypothesis
Preconditions
Goalto validate your hypothesis to validate concepts, functionalities, design
!Research QuestionStep 1:
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Lean UX Research methods
KP Ludwig John
• clear statement• short and specific!• What are you interested in to find out (exactly)?• Which function do you want to evaluate?
Example
Research QuestionNO GENERAL REMARKS like
• user friendly• intuitive• do they like it
Formulate task oriented and verifiable
X
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Lean UX Research methods
KP Ludwig John
Research Question Example
Source: HSA - IMS.UX 2017; Compare 3 LayOuts ; by Team xperience
Which LayOut is best?
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Lean UX Research methods
KP Ludwig John
Research Question Example
Source: HSA - IMS.UX 2017; Compare 3 LayOuts ; by Team xperience
Which LayOut is best?
Criteria of Success
Perception: How fast are users abel to extract relevant information?
Memorability: Are Users able to remember what they have seen?If users can remember more details … the layout is better.
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Lean UX Research methods
KP Ludwig John
Research Question Example
Source: HSA - IMS.UX 2015; KHG-mobile App ; by Team UX-Inc.
smart phone App - Push Notifications
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Lean UX Research methods
KP Ludwig John
Research Question
Source: HSA - IMS.UX 2015; KHG-mobile App ; by Team UX-Inc.
How to test?(MVP / research method)
Discuss and suggest
Example
2 minutes
smart phone App - Push Notifications
?
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Lean UX Research methods
KP Ludwig John
Research Question
Source: HSA - IMS.UX 2015; KHG-mobile App ; by Team UX-Inc.
Examplesmart phone App - Push Notifications
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Lean UX Research methods
KP Ludwig John
Research Question
Source: HSA - IMS.UX 2015; KHG-mobile App ; by Team UX-Inc.
Examplesmart phone App - Push Notifications
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Lean UX Research methods
KP Ludwig John
Research Question
Source: HSA - IMS.UX 2015; KHG-mobile App ; by Team UX-Inc.
Simulation of Interaction by Texting (SMS) is MVP (not method)
Research Method: Questionnaire
Examplesmart phone App - Push Notifications
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Lean UX Research methods
KP Ludwig John
Research MethodsOverview
Qualitative Quantitative•describes the qualities or characteristics of something
•provide details about human behavior, emotion, and personality characteristics
•helps to understand why people do the things they do
•any research that can be measured
•provide data that can be expressed in numbers
•answers questions like “How many people clicked here”
Reference: http://www.uxmatters.com/mt/archives/2012/09/strengths-and-weaknesses-of-quantitative-and-qualitative-research.php
Questionnaire?
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Lean UX Research methods
KP Ludwig John
Reference: http://www.fao.org/docrep/w3241e/w3241e05.htm
QuestionnaireApproaches
Example: Interviewing the head of the household to find out how decisions are made within the family when purchasing breakfast foodstuffs
A formal questionnaire may restrict the discussion and prevent a full exploration of the processes.
Instead prepare a brief guide, listing perhaps ten major open-ended questions …
Exploratory questionnaire: • collection of qualitative data• no statistically evaluation• probably no formal questionnaire needed
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Lean UX Research methods
KP Ludwig John
Reference: https://chaione.com/blog/ux-research-standardizing-usability-questionnaires/
QuestionnaireApproaches
Benefits: Quantification: Standardized measurements
Generalization: generalizing a finding from a sample to the greater population.
Communication: easier to communicate findings by referring to standardized metrics.
Quick Comparisons: it’s easy to compare different design iterations throughout the development process.
Formal standardized questionnaire: • to test and quantify hypothesis• to be analyzed statistically
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Lean UX Research methods
KP Ludwig John
Source:IMS.UX 2015, KHG-App; Team Taube
Questionnaire
Example
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Lean UX Research methods
KP Ludwig John
Source: http://www.surveysystem.com/sdesign.htm
QuestionnaireBasic types of questions
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Lean UX Research methods
KP Ludwig John
Source: http://www.surveysystem.com/sdesign.htm
Questionnaire
treated as
Rating Scales / Agreement Scales
multiple choice
multiple choice
numeric
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Lean UX Research methods
KP Ludwig John
Questionnaire
https://youtu.be/bi2JMRpL9Ik
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Lean UX Research methods
KP Ludwig John
Questionnaire
Source: https://youtu.be/bi2JMRpL9Ik by Chris Gray
How to Create?
Step 1What are your objectives for the survey?Formulated research topics / field
Step 2Find questions to cover them
Step 3Group similar questionsOrder them logically
Step 4Pre-Test your survey with a small sub-group of your audience
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Lean UX Research methods
KP Ludwig John
QuestionnaireQuestions - How to phrase?
• easy to understand
• appropriate for your audience
Source: http://uxmastery.com/better-user-research-through-surveys/ by Chris Gray
!This doesn’t mean that they are qualified to answer them, or are able to provide insightful feedback.
People can and will answer just about any question put in front of them
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Lean UX Research methods
KP Ludwig John
QuestionnaireQuestions - How to phrase?
• One Issue (concept) per questionDon’t combine two in one
(Does climate change exist + politics do not care)
Source: http://uxmastery.com/better-user-research-through-surveys/ by Chris Gray
• avoid double negatives or confusing questions
(Don’t you think, this isn’t true?)
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Lean UX Research methods
KP Ludwig John
QuestionnaireQuestions - How to phrase?
• use balanced rating scales (positive - negative)
Source: http://uxmastery.com/better-user-research-through-surveys/ by Chris Gray
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Lean UX Research methods
KP Ludwig John
QuestionnaireQuestions - How to phrase?
• use open questions
Not: Do you think, that … yes/noBut: To what extend do you agree with the following …
• allow „Don’t Know“ as multiple choice option
• combine multiple choice with Text field for explanations (why, comments)
• keep the survey short
Source: http://uxmastery.com/better-user-research-through-surveys/ by Chris Gray
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Lean UX Research methods
KP Ludwig John
Questionnaire
Source: http://uxmastery.com/better-user-research-through-surveys/ by Chris Gray
When to use Surveys?
• Who your users are• What your users want• What they purchase• Where they shop• What they own• What they think of your brand or product
Effective method for identifying:
Generally: to understand the user
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Lean UX Research methods
KP Ludwig John
Questionnaire
Source: http://uxmastery.com/better-user-research-through-surveys/ by Chris Gray
When to use Surveys?
• Gathering feedback on a live product or during a pilot
• Exploring the reasons people visit a website and assessing their experience of that visit
In UX context
• Quantifying results from qualitative research activities
• Evaluating usability
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Lean UX Research methods
KP Ludwig John
Questionnaire
Source: http://uxmastery.com/better-user-research-through-surveys/ by Chris Gray
When to use Surveys?
But
Avoid asking about behaviour!
Because
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Lean UX Research methods
KP Ludwig John
https://www.nngroup.com/articles/interviewing-users/
What users say and what they do are different- Jacob Nielsen
Because
The critical failing: You're asking people to either remember past use or speculate on future use of a system.
Human memory is fallible. People can't remember the details of how they used a website, and they often tend to make up stories to rationalize whatever they do remember (or misremember) so that it sounds more logical than it really is.
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Lean UX Research methods
KP Ludwig John
https://www.nngroup.com/articles/interviewing-users/
What users say and what they do are different- Jacob Nielsen
Because
This is why Agile development and paper prototyping methods are valuable.
When users have something concrete to interact with, it's usually obvious when you're solving their problems in a way that's easy and pleasant to work with — and equally obvious when you're not.
Users are pragmatic and concrete.
They typically have no idea how they might use a new technology based on a description alone.
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Lean UX Research methods
KP Ludwig John
Observation
For Evaluation of UI solutionsthroughout the development processprefer:
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Lean UX Research methods
KP Ludwig John
Observation
• Research Question• MVP• Test Scenario
Prepare
Observe how the user is doing
Record, your observations
Run the test
Examples
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Lean UX Research methods
KP Ludwig John
Observation Examples Eye tracking (mobile)
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Lean UX Research methods
KP Ludwig John
Observation Examples Eye tracking (UX-Lab)
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Lean UX Research methods
KP Ludwig John
Observation Examples Video + Eye Tracking
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Lean UX Research methods
KP Ludwig John
Observation Examples Eye tracking (generally)
Sophisticated equipment!
Needs detailed preparation and some experienceProduces lots of DataTime consuming Analysis
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Lean UX Research methods
KP Ludwig John
Observation Examples Screen Recording
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Lean UX Research methods
KP Ludwig John
Observation Examples Screen Recording Desktop Screen Recording
Installed at UX-Lab
https://www.techsmith.com/video-editor.html
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Lean UX Research methods
KP Ludwig John
Observation Examples Screen Recording Desktop Screen Android
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Lean UX Research methods
KP Ludwig John
Observation Examples Screen Recording
Easy to Use
On any Laptop or smart phoneSoftware available (free Trial Versions or UX-Lab)Moderate Analysis effort
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Lean UX Research methods
KP Ludwig John
Observation Examples Thinking aloud + Video (UX-Lab)
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Lean UX Research methods
KP Ludwig John
Observation Examples Video observation (in the field)
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Lean UX Research methods
KP Ludwig John
Observation Examples Writing
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Lean UX Research methods
KP Ludwig John
Observation Examples Writing
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Lean UX Research methods
KP Ludwig John
Observation Examples Writing
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Lean UX Research methods
KP Ludwig John
Observation Examples Writing
No equipment!Just Pen + PaperObserver sits in mid distance (2m) to the test sceneand notes observations throughout the testBest is 2-3 observers at the same timeEasy to handle (instantly, everywhere)Quick to analyse
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Lean UX Research methods
KP Ludwig John
MVP Testing
Reference: https://www.interaction-design.org/ux-daily/628/a-simple-introduction-to-lean-ux
User research and testing, by the very nature of Lean UX, are based on the same principles as used in traditional UX environments. However, the approach tends to be “quick and dirty” – results need to be delivered before the next Agile Sprint starts. So there’s much less focus on heavy-duty document outputs and more focus on raw data.
Test methods
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Lean UX Research methods
KP Ludwig John
MVP Testing
Practice
Questions?
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Lean UX Research methods
KP Ludwig John
Practice
Create a Minimal Viable Product
Prioritize your Hypothesis
Design a simple experimentfor the first three of it
Deliver
PDF containingHypothesis (prioritized)Sketch / Description of MVP and Test Scenario
hs-augsburg.de/homes/john