Why startups should be doing user research and how they can go about that. General overview and some tactical suggestions.

1. User Research for startups@ bitspiration 2013, Krakow
@bendressler

2. PsychologyMSc Maastricht University
Games
Usability Analyst
Shop Direct Group
User Research
United Kingdom
Germany
SwedenThe Netherlands

4. UK‘s
biggesthome
shopping
company
very.co.uk
Littlewoods.comisme.com
Kandco.com
fashionelectricalsjewellery
furniture
toys
beauty
billionrevenue
£ 1.7
$ 2.6
€ 2.0 of which80%is generated
online
40%
of
all
sessions
mobile

7. UX

8. Tempting ways to design

9. by committee

10. by inspiration

11. by user request

12. A better way to design

13. by observing
what your users
can easilyuse

14. User research…
…is a methodology to figure out
how wrong your assumptions are

15. You are smarter
because…
You are not aware of that
Your observations are biased

16. What they expect
What they wantHow they want it
don‘t
What they can‘t
What they knowdon‘t
don‘t
What they
perceive
don‘t

17. How wrong are you?
How severe is that?

18. amount of wrong

21. Layer 1
Language
Intelligence
MemoryPerception
Motor skills
ContrastsColors
Movement Hearing
Spatial
Verbal
Procedural
Logic
Theory of mind
Processing speed
RecognitionRecall
Self awareness
Reflexes
Aiming Coordination
Deciphering
Producing Interpretating

22. Layer 2
This is a link
Every browser has a
„back“ button
Grayed out means
„inactive“
Tabs are independent
browser windows
The browser sits on the computer and displays websites
X usually means „close this“
T:thisisapath
Mouse cursor changes indicate
potential actions

23. Layer 3
The contacts sit in the header
Rows full of blocks are deleted
All confirm buttons are orange
You have to enable location services
The circle button makes the avatar jump
Swipe with all fingers is different
Logout sits under settings
You can turn off push notifications
The cake is a lie

29. How big is your problem?

30. How unique is the
proposition?
How
tech-savy
are users?
Reddit
eBay
Farmville
League of Legends
Skype
Photoshop
iPhone
facebook
SPSS
Poker tracker
World of Warcraft
Techcrunch.co
m
9gag.com
Google
Linux
Pebble Watch
Ouya

31. Virality
Conversion
MAU
NPS
Bounce
Open wallet conversion
Retention
Checkout dropout
Average order value
Friends invited
Average lifetime value

32. Not sure how?

33. Qualitative Quantitative
Data level
Resources
required
Clicktracking
Live survey
Biometrics
Controlled experiments
Eyetracking
Card sort Web analytics
Survey
Clicktest
Diary study
Techcrunch.co
m
User testing
Google Key task analysis
Split testing
Session replay
Cognitive walkthrough

34. Qualitative Quantitative
Data level
Resources
required
Clicktracking
Live survey
Biometrics
Controlled experiments
Eyetracking
Card sort Web analytics
Survey
Clicktest
Diary study
Techcrunch.co
m
User testing
Google
Key task analysis
Split testing
Session replay
Cognitive walkthrough

35. Qualitative Quantitative
Data level
Resources
required
Clicktracking
Live survey
Biometrics
Controlled experiments
Eyetracking
Card sort
Web analytics
Survey
Clicktest
Diary study
Techcrunch.co
m
User testing
Google
Key task analysis
Split testing
Session replay
Cognitive walkthrough

36. „About that research budget...“

37. Top 5 tasks
Supports prioritisation
Representativeness of
users crucial
Key Task Analysis

38. No cost
User tasks required
Difficult to simulate lack of
knowledge or skill
Cognitive
Walkthrough

39. All about observing
Possibility to prompt or ask
Most major issues with
five users
User Testing

40. Check for false affordances
Pen & paper solutions
Quantify results
Clicktest

41. Open for ideation
Closed for validation
Gather verbal feedback
Card Sorting

42. Analytics required
Failing fast
Does not answer „why“
Bigger samples needed
Split Testing

43. How to make magic happen

44. Triangulate!

45. Iterate!
Bad
Better
GoodWorse

46. Start early!

47. Be creative!

48. Challenge accepted!

54. 1. You are wrong
2. Test your assumptions early
3. Choose the right method
4. Triangulate
5. Iterate
@bendressler