A look into the value and practical use of Guerrilla Research when time and budget are an issue for your project.
Delivered internally for the University of Edinburgh.
3. INTRODUCTION
• Building a strategy toward a user centered service
• Creating a new product or service
All work has included the need for user research
and all have not had the time and/or budget
19. THE (DE)EVOLUTION OF RESEARCH
Originally
Well planned out, scientific
experiments with in depth
briefings
Step back
Well planned out sessions,
inviting a big group to a workshop
or (bored)room sessions
Result
Proactive, in the moment,
information gathering.
23. GUERRILLA ACTIVITIES
From the seat
Reviewing analytics information
(ex Google)
Quick, concise surveys
(ex Typeform, Fivesecondtest)
Phone interviews
From the feet
Get out in the middle of your target
user group and talk
Email individuals (if known) and go
for a coffee
Organise a meetup, post on social
media (targeted) and offer
refreshments for a couple hour
event
25. DIFFERENT LEVELS
CAPUCHIN
Just walk around the office/client space and recruit
people for ‘5 minute’ session
Email colleagues a simple question or an image/doc to
review very quickly
Post to social media (if possible) with a poll for
options/specified thoughts
26. DIFFERENT LEVELS
CHIMP
Get out there in the middle of your target user group
with a notebook, pen and an endearingly cheerful face
Contact pre established community groups and ask to
visit/join them (ex shared interest groups, study groups)
27. DIFFERENT LEVELS
SILVERBACK
Organise a meetup style event.
The venue should be within the target user group domain.
Email out to pre existing channels.
Approach users by visiting their environment
(ex Students at the student café or quad)
29. WHEN
Therapy
When you’ve had enough of
your project team for one
day
Necessity
As soon as you’re told there’s no
time or budget for research. It will
only get more difficult to conduct
research
Quick validation
When you just need that
wee bit of validation for a
single element
31. VALUE
User morale
9/10 the users you
approach want to give their
thoughts and are surprised
that they are considered.
User centered
The rank of the project
ACTUALLY being user
centered goes up by +1.
Skeptic withdrawal
Those that proclaimed there
was no time or budget, or
that didn’t see the benefit,
now do and are ecstatic.
(sale by proof)
Evidence
You’ve been able to provide
answers where there was
questions and you’ve
validated assumptions.
34. EXAMPLES FROM EXPERIENCE
Scot Gov
Creating digital services for important public services.
UoE
Creating engagement channels and understanding the
student digital experience.
36. LESSONS LEARNED
Just one day
Even with a busy schedule
as we all have, putting just
one day down in the diary
for a week or two later,
means that you can
dedicate focus to just
sourcing and talking to the
user base.
Be human
Everyone is human, forget
your professional stance to
a certain degree and just be
curious and strike up
conversations. People are
more open than you think,
especially when you’re not
selling something or trying
to tell them what to think.
38. TIPS
Take as many photos as possible
With the users consent, this can be
invaluable when recording the
environment and interactions.
(a consent form is all that is needed)
Choose to be overt or covert
There are two ways;
Go out there with a clipboard and a
sign saying you’re doing research and
you’ll generally get quantitative input.
Go out and just strike up
conversations, really engross in that
interaction with people, and you’ll get
qualitative.
39. “If you Google
something it
usually comes
up”
“We use MyEd
every day. I
actually don’t
think it’s that
easy to use, I
think…”
Molly
Finley, England
UG Physics
Hayley, USA
UG CAHSS
Genna, England
UG Graphic design “I think the
emails were
helpful but I
think the timing
for us was…”
Hannah, USA
PG International
dev Alexa, USA
PG International
dev
“Finding accommodation
was difficult, that needs to
be fixed.”
Ana
Andrea
Claudia
40. References to take away
Guerrilla Research material
‘Get Guerrilla with it’ (Article)
www.uxmag.com/articles/getting-guerrilla-with-it
‘Doing pop up research’ (Article)
www.gov.uk/service-manual/user-research/doing-pop-up-research
‘How to impact your project with guerrilla user research techniques’
(Video)
www.youtube.com/watch?v=jMZ-9eEoUpk&t=1041s
41. For more information on UX and User Research methods:
Neil Allison - nallison@ed.ac.uk
IS Website program/UX Service
Hinweis der Redaktion
One foundational point of Guerrilla research is that it doesn’t necessarily need to be sanctioned, the insight you gain after all doesn’t have to be overly personal or confidential.
As long as you have one or two questions in mind and you have an idea of where to find relevant users, you don’t need an exhaustive script to follow. You just want that little bit of factual insight.
If you have an hour you can spare to venture out to your users environment and interact with just a couple of people, a thorough plan isn’t vital.
Talking to someone is free, if you yourself can spare the time and openly approach people to interact with for just a few minutes, there is next to no cost.
The only thing that is vital here, is the passion or the desire to go out there and talk with users to gather some valuable insight. If you are interested in talking to people in order to gain their perspective on something, 9 times out of 10 they will sense that and be open to a quick chat.
Time is the only boundary that can create any kind of issue, but only if the investment is going to be more than a few minutes. Otherwise it is a considerably small restriction.
Research has changed over the years, in that it has become more restricted in terms of time and commitment.
From very scientific and well planned out sessions, we have come to a point where it is hard enough to gain sign off for a small hour long session with just a few attendees.
This has led toward a movement of being more proactive, finding whatever time you can and having just the minimum number of attendees come along to an impromptu session,
Research has long been the method of reducing assumptions in order to gain 100% facts, with a major investment of time in order to do so.
Conducting guerrilla research, with its limited factor of time will still leave a certain level of assumption in the air, but far less than not having completed any research at all.
That ‘Guerrilla zone’ harnesses a great amount of value of its own.
Half way...?
The more you know, the better everything will be.
It’s like fight or flight, you’ve been told you can’t have 100% so go out and get 1%.
Ensuring that one small element does exactly what it needs to as it impacts the greater experience.
Usual scenario. There was buy in to conduct research but time became a factor for the client.
Stretched unicorn resource. UX designer has to design UI, document all wireframes and concepts, direct front end development, then organise and conduct user research.
Research was split between half a day on project and then purely own time.
Research participants were sourced locally and adhoc. Children of team members who were students and taxi drivers whilst taking a taxi as normal.
Intention for UoE welcome week.
Onboarding experience.
General student experience of services so far.
Finance.
Overt:
Be a beacon in a high traffic area to gain a high number of interactions.
Covert:
Be specific about those you interact with and afford more time for detailed conversation.
The more time you give to your interactions, the more detail you’ll get and the better the insight into that persons life.