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The UX Playbook: Tools, Tips, & Tricks

Instructor: Amy Bucher
In the world of UX design, there's a mound of resources and methodologies that provides the basic backbone of developing a great product. From research, to testing, to interviewing techniques, and surveys, there certainly isn't a shortage of tools to get the job done.

But how do you sort through each tool and best apply it to fit your needs at hand? In this course we will review some of the methods you can use to better understand your users, what they want from your product, and what their experience is using your product. The focus is on the type of data you can gain through each approach and how it might impact your product, as well as some tips on getting the research done on a budget.

You'll Learn the Fundamentals

Heuristic testing
Research techniques, including In-depth interview (IDIs) and focus groups
Paper prototyping
Ethnographic observation

The UX Playbook: Tools, Tips, & Tricks

  1. 1. presents The UX Playbook: Tools, Tips, & Tricks AMY BUCHER @ab_phd
  2. 2. Amy Bucher Amy Bucher is a behavioral scientist and strategist with expertise in qualitative and quantitative methods, program design, behavioral research, and market research. With a PhD in Psychology, she designs and writes tailored web-based health coaching programs that effectively motivate and support behavior change for users. Her areas of focus include problem definition and solution development, systematic and creative research to support strategic actions, and communication across multiple formats and audience types.
  3. 3. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) User  Research  Tools,  Tricks,  &   Tips   Amy  Bucher,  Ph.D.   amy.bucher@gmail.com
  4. 4. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Questions  you  can  answer  with  research • Do  people  want  to  use  my  product?   • Do  people  know  HOW  to  use  it?   • Who  is  the  target  audience  for  this  product?   • Does  my  product  work?   • How  will  people  use  it?   • What  enhancements  should  I  make,  and  in   what  order?
  5. 5. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) When? Ideation DevelopmentLive  Product
  6. 6. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) But  be  careful! • People  are  nice   ! • People  are  liars   ! • Not  all  people  are  your  target  customer   ! • The  big  question:  So  what?
  7. 7. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Types  of  Data Qualitative • Words   • Thematic  analyses   • Good  way  to  gather  general   or  broad  information   • Rule  of  thumb:  Fewer   participants Quantitative • Numbers   • Statistical  analyses   • Good  way  to  gather  specific   or  targeted  information   • Rule  of  thumb:  More   participants
  8. 8. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Getting  participants Personal   network Online Locally Profession al  research   partner Less  $                       More  $
  9. 9. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) DO  PEOPLE  WANT  TO  USE  THIS   PRODUCT?
  10. 10. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) A/B  Tests Version  A Version  B Metrics
  11. 11. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) LaunchRock  Version  A
  12. 12. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) LaunchRock  Version  B
  13. 13. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) DO  PEOPLE  KNOW  HOW  TO  USE   THIS  PRODUCT?
  14. 14. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Choose   evaluators Define  tasks  to   be  performed   with  product Observe  users   complete  tasks Heuristic  Evaluation
  15. 15. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) How  many  users  do  you  need? 0 25 50 75 100 0 4 8 11 15 Number  of  evaluators Percent  of  errors  detected 4-­‐6 Nielsen,  J.,  and  Landauer,  T.  K.  (1993).  A  mathematical  model  of  the  finding  of  usability  problems.  Proceedings  of  ACM  INTERCHI'93  Conference   (Amsterdam,  The  Netherlands)  pp.  206-­‐213.
  16. 16. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) • Enroll  in  the  weight  management  program   ! • Start  the  program  activities
  17. 17. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Finding:  Multiple  programs  fit  people’s   schema  for  “weight  management”
  18. 18. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)
  19. 19. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) WHAT  IS  MY  TARGET  MARKET?
  20. 20. We  Understand  What  Motivates  Users
 Activating  individuals  based  on  attitudes  and  approach  to  health 
 I’m  already  stretched  taking  care   of  work  and  family.  For  me  to   focus  on  my  own  well-­‐being,  it   has  to  be  a  company  goal  that  I   have  team  accountability  for.         Motivated     Team  Player Help!    It’s  scary  to  think  about   how  much  I  need  to  do  and   whether  I  can  even  do  it.   Frankly,  I  don’t  even  know  what   the  first  step  should  be.     Skeptical   Starter I’m  already  on  the  fitness   bandwagon.  It’d  be  great  if  my   company  provided  me  some   resources,  but  my  challenge  is   simply  consistency. Energized   Champion What  and  when  I  do  is  up  to  me   and  it  will  be  on  my  own  terms.   It’s  not  something  I  want  my   employer  /  coworkers  concerning   themselves  with. Free  Agent There  are  much  bigger  issues  to   be  dealt  with  before  I  can  even   think  about  health  &  wellness.     Committed   Multi-­‐Tasker Sharing  the  journey  really     keeps  everyone’s  momentum     up.  We  learn  from,  help  and     encourage  each  other,  and  we   have  fun  along  the  way.     Booster   Clubber Source:  Wellness  &  Prevention,  Inc.  Landmark  Study  of  National  Employers,  2009 SAM PLE
  21. 21. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Survey  Questions • Setting  user  expectations   • Validity  and  reliability   – Types  and  considerations   – Using  existing  instrumentation   – Knowing  when  it  matters   • Design  consistency   • Avoiding  confounds   • Reverse  scoring
  22. 22. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) User  Expectations
  23. 23. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)
  24. 24. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Type of va lidity W ha t does it m ea n W ha t inform a tion is needed I nterna l What you did in a study caused the results of the study ! manipulations affected outcomes Ruling out alternative causes; replication with different populations and settings Face Do the questions appear or look like they relate to the construct of interest? Intuition; does it look right to you? Criterion Does your measure predict real-world outcomes related to the behavior of interest? Data on actual behavior; does it correspond to scores on your measure? Externa l The degree to which a measure’s conclusions hold for other people at other places and times; generalizability Random sampling; generalizing carefully (not making broad claims); replications of study in multiple settings
  25. 25. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Design  Consistency How  much  do  you  like  our   product?   ! ! I  am  likely  to  recommend   your  product  to  my   friends. How  much  do  you  like  our   product?   ! ! How  likely  are  you  to   recommend  our  product  to   your  friends? Not  at  all           Very  much     1            2          3          4          5          6          7 Not  at  all           Very  much     1            2          3          4          5          6          7 Not  at  all           Very  much     1            2          3          4          5          6          7 Yes                                    No     1            2          3          4          5      
  26. 26. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Avoiding  Confounds How  much  do  you  like  our   product  and  think  you   would  recommend  it  to   your  friends? Not  at  all           Very  much     1            2          3          4          5          6          7 How  much  do  you  like  our   product?   ! ! How  likely  are  you  to   recommend  our  product  to   your  friends? Not  at  all           Very  much     1            2          3          4          5          6          7 Not  at  all           Very  much     1            2          3          4          5          6          7
  27. 27. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Reverse  Scoring • I  would  recommend   Product  X.   ! • I  like  Product  X.   ! • Product  X  helped  me   lose  weight.   ! • Product  X  is  different   from  anything  else  ever. • I  would  not  recommend   Product  X.   ! • I  do  not  like  Product  X.   ! • Product  X  did  not  help   me  lose  weight.   ! • There  are  many  products   like  Product  X.
  28. 28. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) WHAT  ENHANCEMENTS  SHOULD   COME  NEXT?
  29. 29. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) “Paper”  Prototyping
  30. 30. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)http://www.klasharris.com/
  31. 31. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)http://blog.shamess.info/
  32. 32. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) http://ctumaghap.wordpress.com/
  33. 33. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Balsamiq  Mockups
  34. 34. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) HOW  WILL  PEOPLE  ACTUALLY  USE   THIS  PRODUCT?
  35. 35. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Observational  Research
  36. 36. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Products  of  Observation
  37. 37. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)
  38. 38. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)
  39. 39. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) HOW  SHOULD  I  MARKET  THIS   PRODUCT?
  40. 40. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Experience  Mapping Start Then Then ThenThenThen Then Then Now
  41. 41. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) “Feelings  Toolkits”
  42. 42. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Plotting  Claims
  43. 43. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) IDEA  GENERATION
  44. 44. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Focus  Groups
  45. 45. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) The  cast ! ! ! ! ! ! • Moderator   • Participants ! ! ! ! ! ! • Observers
  46. 46. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Optimizing  Your  Group • Recruitment  criteria   ! • Moderator/facilitator  guide   ! • Props  or  stimuli
  47. 47. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) DOES  THIS  PRODUCT  WORK?
  48. 48. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) In-­‐Depth  Interviews  (IDIs) • Usually  a  single  respondent   • Use  open-­‐ended  questions   • Have  a  semi-­‐structured  format   • Seek  understanding   • Audio-­‐  or  video-­‐recorded
  49. 49. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Advantages  of  IDIs  vs.  Focus  Groups Build  rapport Probe  more   deeply Discuss  sensitive   topics Less  expensive Less  directive
  50. 50. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) I  NEED  TO  FIX  SOMETHING!   PRIORITIZING  IMPROVEMENTS
  51. 51. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) What  is  the     smallest     action  that   matters?   !
  52. 52. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)
  53. 53. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)
  54. 54. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)
  55. 55. Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com) Additional  Resources • Balsamiq  Mockups:  http://balsamiq.com/   • LaunchRock:  http://launchrock.co/   • Unbounce:  http://unbounce.com/   • GreenBook:  http://www.greenbook.org/   • Stanford  D-­‐School:  http://dschool.stanford.edu/ use-­‐our-­‐methods/   • Usability.gov:  http://www.usability.gov/what-­‐and-­‐ why/user-­‐research.html  
  56. 56. Course Title   Course Title INSTRUCTOR NAME