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WHAT I LEARNT 
FROM 
SHERLOCK 
HOLMES 
# P U S H 14
This Talk 
✘ 
How and when to conduct user research. 
✘ 
The benefits of user research to product development. 
✓ Habits and practices to become a better researcher. 
# P U S H 14 
@razsadeq
A LITTLE 
BACKGROUND 
# P U S H 14
Computer 
Engineering 
Razan Sadeq 
Project 
Management 
Interaction 
Design Interactive 
Media 
UX Research 
Internships 
# P U S H 14
# P U S H 14
Nine Months Later…
# P U S H 14
Data. 
Data. 
Data. 
I cannot make bricks without clay. 
# P U S H 14
Five Cases 
1. The Early Hypothesis 
2. The Missed Opportunity 
3. The Curious Incident 
4. The Divided Attention 
5. The Obsessed Researcher 
# P U S H 14
THE EARLY 
HYPOTHESIS 
# P U S H 14 
CASE 1
Holmes’ Method 
Understand 
the problem 
Y E S . T H E S C I E N T I F I C M E THOD 
Interview / 
Investigate 
Develop 
hypotheses 
Test the 
Validation hypotheses Present the 
conclusion 
# P U S H 14 
CORRECT 
INCORRECT
A 5-Step Process 
F O R C O N D U C T I N G U S E R R E S E A R C H 
# P U S H 14
“It is a capital mistake to theorise before one has 
data. Insensibly one begins to twist facts to suit 
theories, instead of theories to suit facts”. 
# P U S H 14
Avoid Early Hypotheses 
# P U S H 14 
✓ 
✓ 
To develop better and more informed hypotheses. 
To generate criteria to test the hypothesis against. 
✓ To reduce sunk cost.
Suggested Process 
# P U S H 14 
1. OBJECTIVES 
2. COLLECT DATA 
3. HYPOTHESES 
4.CONDUCT RESEARCH 
5.SYNTHESIS 
6. COMMUNICATE
THE 
MISSED 
OPPORTUNITY 
# P U S H 14 
CASE 2
You see everything, but you fail to 
reason from what you see. You are too 
timid in drawing your inferences. 
# P U S H 14 
“ 
” — Sherlock Holmes, The Blue Carbuncle
# P U S H 14
# P U S H 14
Past.fm 
# P U S H 14
The world is full of obvious things 
which nobody by any chance ever 
observes. 
# P U S H 14 
“ 
” — Sherlock Holmes, The Hound of the Baskervilles
A fool takes in all 
the lumber of 
every sort that he 
comes across. 
# P U S H 14 
“ 
” — Sherlock Holmes, A Study in Scarlet
Everything that you put in your brain matters in 
how you think, and how you approach problems. 
# P U S H 14
Deep dive into analytics 
Obtain Knowledge of various testing methods 
Improve my interviewing techniques 
Learn how to read body language 
# P U S H 14 
Therefore, I decided.. 
✓ 
✓ 
✓
THE CURIOUS INCIDENT 
OF THE DOG 
IN THE NIGHT-TIME 
# P U S H 14 
CASE 3
App 1 App 2 
Camera access 
12 Filters 
Self Timer 
Crop/Rotate 
Brightness/Contrast 
14 Collage options 
Camera access 
16 Filters 
Self Timer 
Crop/Straighten 
Brightness/Contrast 
16 Collage options 
iOS 8 or higher iOS / Android 
Price: 3.99€ Price: Free 
# P U S H 14
Listen to what do, not just what they say 
Ask tough questions 
Ask them about their frustrations/satisfaction 
Follow up on interesting threads 
# P U S H 14
THE DIVIDED 
ATTENTION 
# P U S H 14 
CASE 4
# P U S H 14
No man burdens his mind with small 
matters unless he has some very good 
reason for doing so. 
# P U S H 14 
“ 
” — Sherlock Holmes, A Study in Scarlet
# P U S H 14
Learnings from “Focus” 
1. Multitasking is a myth. 
2. Sharpened attention and focus makes you more 
productive and observant. 
3. Entering a flow = Happiness. 
4. You can train your attention through short daily practices 
# P U S H 14
Meditate 
www.calm.com 
# P U S H 14
# P U S H 14
“Do one thing properly, or a lot of things shitty.” 
# P U S H 14 
— Ben from work
THE 
OBSESSED 
RESEARCHER 
# P U S H 14 
CASE 5
“It is quite a three pipe problem, and I beg that 
you won't speak to me for fifty minutes.” 
# P U S H 14
Disengage
Five Cases 
1. The Early Hypothesis 
2. The Missed Opportunity 
3. The Curious Incident 
4. The Divided Attention 
5. The Obsessed Researcher 
# P U S H 14
# P U S H 14 
Five Learnings 
1. The Early Hypothesis 
2. The Missed Opportunity 
3. The Curious Incident 
4. The Divided Attention 
5. The Obsessed Researcher
# P U S H 14 
Five Learnings 
1. Don't make early hypotheses before you have data. 
2. The Missed Opportunity 
3. The Curious Incident 
4. The Divided Attention 
5. The Obsessed Researcher
# P U S H 14 
Five Learnings 
1. Don't make early hypotheses before you have data. 
2. Learn what matters and use your brain capacity wisely. 
3. The Curious Incident 
4. The Divided Attention 
5. The Obsessed Researcher
# P U S H 14 
Five Learnings 
1. Don't make early hypotheses before you have data. 
2. Learn what matters and use your brain capacity wisely. 
3. Ask tough questions and notice the missing information. 
4. The Divided Attention 
5. The Obsessed Researcher
# P U S H 14 
Five Learnings 
1. Don't make early hypotheses before you have data. 
2. Learn what matters and use your brain capacity wisely. 
3. Ask tough questions and notice the missing information. 
4. Be mindful and stay focused through daily practices. 
5. The Obsessed Researcher
# P U S H 14 
Five Learnings 
1. Don't make early hypotheses before you have data. 
2. Learn what matters and use your brain capacity wisely. 
3. Ask tough questions and notice the missing information. 
4. Be mindful and stay focused through daily practices. 
5. Disengage and let your inner Sherlock shine!
“From long habit, the train of thoughts ran so swiftly 
through my mind that I arrived at the conclusion 
without being conscious of intermediate steps” 
# P U S H 14
THANK YOU 
QUESTIONS? 
# P U S H 14

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What I Learnt From Sherlock Holmes

  • 1. WHAT I LEARNT FROM SHERLOCK HOLMES # P U S H 14
  • 2. This Talk ✘ How and when to conduct user research. ✘ The benefits of user research to product development. ✓ Habits and practices to become a better researcher. # P U S H 14 @razsadeq
  • 3. A LITTLE BACKGROUND # P U S H 14
  • 4. Computer Engineering Razan Sadeq Project Management Interaction Design Interactive Media UX Research Internships # P U S H 14
  • 5. # P U S H 14
  • 7. # P U S H 14
  • 8. Data. Data. Data. I cannot make bricks without clay. # P U S H 14
  • 9. Five Cases 1. The Early Hypothesis 2. The Missed Opportunity 3. The Curious Incident 4. The Divided Attention 5. The Obsessed Researcher # P U S H 14
  • 10. THE EARLY HYPOTHESIS # P U S H 14 CASE 1
  • 11. Holmes’ Method Understand the problem Y E S . T H E S C I E N T I F I C M E THOD Interview / Investigate Develop hypotheses Test the Validation hypotheses Present the conclusion # P U S H 14 CORRECT INCORRECT
  • 12. A 5-Step Process F O R C O N D U C T I N G U S E R R E S E A R C H # P U S H 14
  • 13. “It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts”. # P U S H 14
  • 14. Avoid Early Hypotheses # P U S H 14 ✓ ✓ To develop better and more informed hypotheses. To generate criteria to test the hypothesis against. ✓ To reduce sunk cost.
  • 15. Suggested Process # P U S H 14 1. OBJECTIVES 2. COLLECT DATA 3. HYPOTHESES 4.CONDUCT RESEARCH 5.SYNTHESIS 6. COMMUNICATE
  • 16. THE MISSED OPPORTUNITY # P U S H 14 CASE 2
  • 17. You see everything, but you fail to reason from what you see. You are too timid in drawing your inferences. # P U S H 14 “ ” — Sherlock Holmes, The Blue Carbuncle
  • 18. # P U S H 14
  • 19. # P U S H 14
  • 20. Past.fm # P U S H 14
  • 21. The world is full of obvious things which nobody by any chance ever observes. # P U S H 14 “ ” — Sherlock Holmes, The Hound of the Baskervilles
  • 22. A fool takes in all the lumber of every sort that he comes across. # P U S H 14 “ ” — Sherlock Holmes, A Study in Scarlet
  • 23. Everything that you put in your brain matters in how you think, and how you approach problems. # P U S H 14
  • 24. Deep dive into analytics Obtain Knowledge of various testing methods Improve my interviewing techniques Learn how to read body language # P U S H 14 Therefore, I decided.. ✓ ✓ ✓
  • 25. THE CURIOUS INCIDENT OF THE DOG IN THE NIGHT-TIME # P U S H 14 CASE 3
  • 26. App 1 App 2 Camera access 12 Filters Self Timer Crop/Rotate Brightness/Contrast 14 Collage options Camera access 16 Filters Self Timer Crop/Straighten Brightness/Contrast 16 Collage options iOS 8 or higher iOS / Android Price: 3.99€ Price: Free # P U S H 14
  • 27. Listen to what do, not just what they say Ask tough questions Ask them about their frustrations/satisfaction Follow up on interesting threads # P U S H 14
  • 28. THE DIVIDED ATTENTION # P U S H 14 CASE 4
  • 29. # P U S H 14
  • 30. No man burdens his mind with small matters unless he has some very good reason for doing so. # P U S H 14 “ ” — Sherlock Holmes, A Study in Scarlet
  • 31. # P U S H 14
  • 32. Learnings from “Focus” 1. Multitasking is a myth. 2. Sharpened attention and focus makes you more productive and observant. 3. Entering a flow = Happiness. 4. You can train your attention through short daily practices # P U S H 14
  • 34. # P U S H 14
  • 35. “Do one thing properly, or a lot of things shitty.” # P U S H 14 — Ben from work
  • 36. THE OBSESSED RESEARCHER # P U S H 14 CASE 5
  • 37. “It is quite a three pipe problem, and I beg that you won't speak to me for fifty minutes.” # P U S H 14
  • 39. Five Cases 1. The Early Hypothesis 2. The Missed Opportunity 3. The Curious Incident 4. The Divided Attention 5. The Obsessed Researcher # P U S H 14
  • 40. # P U S H 14 Five Learnings 1. The Early Hypothesis 2. The Missed Opportunity 3. The Curious Incident 4. The Divided Attention 5. The Obsessed Researcher
  • 41. # P U S H 14 Five Learnings 1. Don't make early hypotheses before you have data. 2. The Missed Opportunity 3. The Curious Incident 4. The Divided Attention 5. The Obsessed Researcher
  • 42. # P U S H 14 Five Learnings 1. Don't make early hypotheses before you have data. 2. Learn what matters and use your brain capacity wisely. 3. The Curious Incident 4. The Divided Attention 5. The Obsessed Researcher
  • 43. # P U S H 14 Five Learnings 1. Don't make early hypotheses before you have data. 2. Learn what matters and use your brain capacity wisely. 3. Ask tough questions and notice the missing information. 4. The Divided Attention 5. The Obsessed Researcher
  • 44. # P U S H 14 Five Learnings 1. Don't make early hypotheses before you have data. 2. Learn what matters and use your brain capacity wisely. 3. Ask tough questions and notice the missing information. 4. Be mindful and stay focused through daily practices. 5. The Obsessed Researcher
  • 45. # P U S H 14 Five Learnings 1. Don't make early hypotheses before you have data. 2. Learn what matters and use your brain capacity wisely. 3. Ask tough questions and notice the missing information. 4. Be mindful and stay focused through daily practices. 5. Disengage and let your inner Sherlock shine!
  • 46. “From long habit, the train of thoughts ran so swiftly through my mind that I arrived at the conclusion without being conscious of intermediate steps” # P U S H 14
  • 47. THANK YOU QUESTIONS? # P U S H 14