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Rethinking user research for social web

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Rethinking user research for social web

  1. 1. Rethinking User Research for the Social Web Dana Chisnell @danachis dana@usabilityworks.net #rethinking 1
  2. 2. Shelly 2
  3. 3. The state of the art is a generation old Time for a new generation of user research methods. 3
  4. 4. Usability testing isn’t telling us what we need to know for designing for social 4
  5. 5. We don’t know how to find out about things we don’t know about 5
  6. 6. People don’t live in the world doing one task with one device out of context 6
  7. 7. http://www.pangaro.com/CUNY2008/index.html 7
  8. 8. http://www.pangaro.com/CUNY2008/index.html 8
  9. 9. Methods and measures were probably always imperfect. But they used to be enough. No more. 9
  10. 10. Everything is different now. But not different. All this has happened before. 10
  11. 11. The nature of being online is social It always has been. http://www.flickr.com/photos/holeymoon/ 11
  12. 12. Scale is a game changer Caution: large sample sizes http://www.flickr.com/photos/daguerreotyped/ 12
  13. 13. Tasks aren’t what you think Activities = goals that emerge and change http://www.flickr.com/photos/jeremybrooks/ 13
  14. 14. Satisfaction is correlated with task completion Instead: control, engagement http://www.flickr.com/photos/litebriteneonstudio/ 14
  15. 15. Users continuously design your UI in real time Workarounds = hacks Etiquette and norms http://www.flickr.com/photos/juleshabib/ 15
  16. 16. Social is about context. And relationships. 16
  17. 17. Methods are not robust for understanding context and relationships. 17
  18. 18. Cultivate polymaths Decision sciences Communication Anthropology sciences Psychologies Sociolinguistics Behavioral economics Organizational behavior Psychobiology Sociology Social neuroscience Social networks 18
  19. 19. The most successful user research methods for SxD combine field and testing techniques 19
  20. 20. Methods Reviewing online profiles, connections in groups in interviews Stories of how you met Multi-user sessions with people who have strong and weak ties Video diaries with retrospective review Experience sampling with SMS 20
  21. 21. Takes more time recruiting, prep, session, analysis 21
  22. 22. Takes strong research design rather than templated, commodity usability testing 22
  23. 23. Takes deep thinking about questions to answer, and what the evidence will be that you have answers 23
  24. 24. Takes study of cohesiveness dynamics collaboration, connections, networks, relationships 24
  25. 25. Where are you with planning? What we asked answered a business question 25
  26. 26. Who do you ask when you don’t know? Should have asked about context and relationships 26
  27. 27. Would have told us Who is part of planning and deciding Who is trusted Why these people are important Why they are trusted How planning happens 27
  28. 28. To build a model that supports life 28
  29. 29. Rethinking user research We’re not getting the answers we need. Experimenting is limited because we’re pressured to go to market. We’re looking for things we know about, using old fashioned tools. 29
  30. 30. We’re missing things we don’t know about. 30
  31. 31. It’s time to rethink user research for the new (old) social web 31
  32. 32. Dana Chisnell dana@usabilityworks.net twitter: @danachis www.usabilityworks.com 415.519.1148 32