Weitere ähnliche Inhalte Ähnlich wie Keeping your customers real (20) Kürzlich hochgeladen (20) Keeping your customers real3. | © Progress UX LLC
UX Research is not Market Research
3
User Experience
Research
•What people do
•How people use
•Smaller sample sizes
Market
Research
•What people say
•What people will buy
•Larger sample sizes
4. | © Progress UX LLC4
About Progress
Austin, Texas
Home Office and Usability Lab
Bellevue, Washington
Satellite Office
5. | © Progress UX LLC
Core UX Research Methods
5
Usability Testing
Remote and Lab-Based
Prototype Testing
App (mobile) Research
Eye Tracking
Natural Interface (NUI)
Research
Expert Review
Out of Box Testing
User Research
Card Sorting
Tree Testing
Personas
Surveys
Contextual Interview/On-
Site Visits
Diary Studies
Listening Lab
7. | © Progress UX LLC
What are Personas?
7
“Personas are not real people. They
represent real people throughout
the design process. They are
hypothetical archetypes of actual
users.”
Alan Cooper
8. | © Progress UX LLC
Why Personas?
8
• The “average” user does not exist.
• We are not our users.
• Build consensus.
• Foster empathy.
• Support ideation.
• Research study recruiting.
10. | © Progress UX LLC
Characteristics of Ineffective Personas
10
• Contain too much “fluff”
information.
• Are based on dubious or
unknown sources.
• Aspirational - who you wish
your customers were.
• Static.
• Are not used.
11. | © Progress UX LLC
Characteristics of effective personas
11
• Are based on direct user
research.
• Convey only relevant
information, i.e. - what
people want, what they are,
what they do - their story!
• Are iteratively refined and
validated.
• Are often referenced in
discussions and ideation.
“Roger”“Early Adopter”
12. | © Progress UX LLC
Final thoughts on personas
12
“Personas are not real
people. They represent
real people throughout
the design process. They
are hypothetical
archetypes of actual users.
Although they are
imaginary, they are
defined with significant
rigor and precision.”
Alan Cooper
14. | © Progress UX LLC
Remote UX Research - Expanded Reach
14
Researchers
Participant
Observers
Participant
Participant
Participant
Participant
Participant
Participant
Participant
Participant
Observers
15. | © Progress UX LLC
Remote benefit - ethnography
Participants are more comfortable as they speak
to us using their own OS, browser, resolution, etc.
15
16. | © Progress UX LLC
Remote UX Research & Real-time Interaction
16
17. | © Progress UX LLC
Remote UX Research Best Practices
• Mind the time zones.
• One moderator per session.
• If time allows, start broad, then narrow down to
your subject (website, prototype, product).
• Have a backup plan for the screen-share.
17
20. | © Progress UX LLC
Mobile app/Hardware Research
20
http://www.mrtappy.com/
23. | © Progress UX LLC
Card Sorting
Helps us understand:
• user-derived labels (what do people call things)
• which items belong in existing categories (what goes where)
23
25. | © Progress UX LLC
Card Sort Results
25
Dendrogram visualization
26. | © Progress UX LLC
Tree Validation
Helps us understand how
well a given navigation
structure works
26
28. | © Progress UX LLC
Diary Studies - Longitudinal UX
Helps us gain:
• Iterative feedback collected over time and use.
• Take us beyond initial discovery.
28
research.microsoft.com
30. | © Progress UX LLC
Identify who you want to speak with
30
• Personas
• Marketing data
• Call center data
• Sales staff
31. | © Progress UX LLC
Cast the net
31
Forums
Social media
Ethnio - Live Intercept
35. | © Progress UX LLC35
“everything we perceive is filtered and
biased by our version of things.”
“...understand one’s behavior free
from the tyranny of one’s own
expectations and biases.”
36. | © Progress UX LLC
UX Research best practices
36
• Keep your ego in check.
• “Users” don’t exist, they are (we are) real people with
complex and sometimes messy lives. Dig in to find people’s
story.
• Conduct regular product research with real people. Weekly
or bi-monthly if possible. Get it on the calendar.