Presented at the #CityMash Mashed Library unconference on 13 June 2015, comprising an overview of UX project work at Imperial College London Library Services plus an introduction to open coding and focused coding in grounded theory. This informed a practical workshop session on qualitative data analysis where the group coded recordings of user experience testing interviews at Imperial.

1. UX for the Win
Karine Larose @karinenrose
&
Andrew Preater @preater
present
13 June 2015 at #citymash

2. Agenda
• UX at Imperial: 10:30- 10:40
• Grounded theory and coding: 10:40 – 10:50
• Coding and group ideation: 10:50 – 11:30
• Group presentations, questions and
reflections: 11:30–12:00

3. Primo UX at Imperial
• Why UX?
• Grounded theory approach
• The UX team

4. Primo UX at Imperial
• Sherif Khedry - MA Library and
Information Studies - UCL
Qatar
• George Bray (@NexGenGB) -
MA Library and Information
Studies - UCL

5. [This slide contained a
screenshot from our recording
software showing the user
(recorded on webcam) and the
Primo search session]

7. Open coding
authority provides filtering technique
age of journal is part of authority
context sensitivity of search: importance of age of material “depends on what you are doing
with it”
human skill in judgement: “it is about your own judgement and experience”
importance of recommendations from peers and seniors
accumulation of small things peers say is important
library is not a starting point for general info
problem with our methodology: interviewee does not seem to want use Primo for this
google is a starting point
guessing textbook names, there is often a textbook called the name of the discipline.
use of location facet
campus as a factor “I want to stay in the Central Library”
title: looks at titles first to judge
skimming through titles to see what is there
assessing if something is beginner-level
uncertainly: knowing i am not an expert

8. Results I: main themes
• Searching should be as fast
as possible

9. Results: main themes
• Searching should be as fast
as possible
• Searching should be
painless

10. Results: main themes
• Searching should be as fast
as possible
• Searching should be
painless
• Information is prioritised in
selecting results

11. What next?
• Primo design and
development for a summer
relaunch
• More quantitative work on
user preferences

12. Design highlights
• Improve search and browse
speed; simplify
presentation
• Make Primo typography
beautiful

13. Examples of Future Improvements

14. For example…
Search autocomplete example from Boston
University Libraries using Ex Libris Primo.

15. Doing open &
focused coding
Blog post: x.preater.com/uxftw

16. Remain calm. You are
going to do grounded
theory qual data analysis
and it will make sense.
You’ve got this.
Blog post: x.preater.com/uxftw

17. Open coding
A first pass at digging into the
data and analysing what is there

18. Kathy Charmaz wants us to ask:
• “What is this data a study of?
• What do the data suggest?
Pronounce? Leave unsaid?
• From whose point of view?
• What theoretical category does
this specific [data] indicate?”
Questions to inform initial / open coding quoted from Charmaz (2014) p.116.
Charmaz, K. (2014) Constructing grounded theory. 2nd edn. London: Sage

19. • “Sweep through” the recordings
How to get started

20. • “Sweep through” the recordings
• Write short analytical observations
about the data as you experience it
How to get started

21. • “Sweep through” the recordings
• Write short analytical observations
about the data as you experience it
• Charmaz: codes “result from what
strikes you in the data” (2012) and
should be, “short, simple, active,
and analytic” (2014 p.120)
How to get started
Charmaz, K. (2012) ‘The power and potential of grounded theory’, Medical Sociology Online, 6(3), pp. 2-15.
Charmaz, K. (2014) Constructing grounded theory. 2nd edn. London: Sage

22. “So what can it look like?”
authority provides filtering technique
age of journal is part of authority
context sensitivity of search: importance of age of material “depends on what you are doing
with it”
human skill in judgement: “it is about your own judgement and experience”
importance of recommendations from peers and seniors
accumulation of small things peers say is important
library is not a starting point for general info
problem with our methodology: interviewee does not seem to want use Primo for this
google is a starting point
guessing textbook names, there is often a textbook called the name of the discipline.
use of location facet
campus as a factor “I want to stay in the Central Library”
title: looks at titles first to judge
skimming through titles to see what is there
assessing if something is beginner-level
uncertainly: knowing i am not an expert

23. Charmaz’s ‘code for coding’
• “Remain open
• Stay close to the data
• Keep your codes simple and precise
• Construct short codes
• Preserve actions
• Compare data with data
• Move quickly through the data”
‘Code for coding’ quoted from Charmaz (2014) p.120.
Charmaz, K. (2014) Constructing grounded theory. 2nd edn. London: Sage

24. Focused coding
A “second round” of assessing
codes looking at connections &
relationships between codes
Focused coding approach based on chapter 6 of Charmaz (2014) pp.138-161.
Charmaz, K. (2014) Constructing grounded theory. 2nd edn. London: Sage

25. Focused coding
• A “second round” of assessing
codes looking at connections
& relationships between codes
• Comparing codes with the
data… and with each other
Focused coding approach based on chapter 6 of Charmaz (2014) pp.138-161.
Charmaz, K. (2014) Constructing grounded theory. 2nd edn. London: Sage

26. Ask yourself & your group:
• Which work better overall as categories?
Focused coding approach based on chapter 6 of Charmaz (2014) pp.138-161.
Charmaz, K. (2014) Constructing grounded theory. 2nd edn. London: Sage

27. Ask yourself & your group:
• Which work better overall as categories?
• Which give a better direction in developing an
overall theory from the data?
Focused coding approach based on chapter 6 of Charmaz (2014) pp.138-161.
Charmaz, K. (2014) Constructing grounded theory. 2nd edn. London: Sage

28. Ask yourself & your group:
• Which work better overall as categories?
• Which give a better direction in developing an
overall theory from the data?
• How might you create a theoretical
framework about discovery user experience
to help inform changes to the system? Which
codes fit the data “snugly” & help you to do
this?
Focused coding approach based on chapter 6 of Charmaz (2014) pp.138-161.
Charmaz, K. (2014) Constructing grounded theory. 2nd edn. London: Sage