8. What types of user research are there?
‣ Qualitative
‣ Usability testing
‣
moderated
‣
unmoderated
‣
remote
‣ Contextual Inquiry
‣ Ethnography
(e.g., longterm)
‣ Interviews
‣ Focus Groups
‣ Workshops
‣ Quantitative
‣ Surveys
‣ Behavioral Analytics
‣ Conversion Data
‣ A/B Testing
9. Remote Sessions (15):
Webex Audio/Video
In-person Sessions (15):
Locations:
Chicago (3)
Washington, DC (4)
New York (6)
Boston (2)
Individual Interviews
14. Contextual Inquiry
IS:
‣ “Fly on wall” or participating
‣ Watch people as they work
‣ Learn their work as if they are going on vacation and you will take over
‣ Capture real-life activity and challenges
‣ Identify gaps in tools / processes
‣ Detailed consideration of each individual (qualitative)
‣ About behavior
15. Contextual Inquiry
IS NOT:
‣ User testing
‣ Asking about preferences
‣ Asking for solutions
‣ Testing prototypes
‣ Surveying
21. Learn how they make decisions
Persuasion During Buying Process
“I want
one but…”
“What’s
that?”
“Oh Cool” “Why would
I want one?”
“Is it any
good?”
“Conversion”“Is it worth
that price?”
Likability
Free
Commitment
Intrigue
Endowment
Aesthetics
Narrative
Achievement Reputation
Authority
Social Proof
Framing
Anchoring
Mimicry
Loss Aversion
Status Quo
Effort
Scarcity
Loss Aversion
Ownership
22. What we capture
Vision / AttentionLanguage
Memory / SemanticsEmotion
Wayfinding
Decision Making
23. Identifying Patterns
‣ “Day in the life”
‣ Little nuggets -> bigger picture patterns
‣ Real world problems with service/product designs
‣ How they are thinking and approaching a problem
‣ (Not about specific quotes or preferences)
25. Nuggets we found for one client
State
Federal
Intl.
Real Estate
Computation of Tax
Corporate Acquisitions
Estates and Trusts
Sec. 351 - Transfer To Corporation Controlled By Transferor
Sec. 368 - Corporate Reorganizations
Primary source
Secondary source
25
33. Journey Mapping
‣ Get to each step of process
- What are they looking for
- Concerns
- Challenges
- Tools / needs
- Opportunities
- Emotions
‣ When to use?
37. What you get from user research
‣ Who are your clients?
‣ How are they really solving problems and behaving?
‣ What are the gaps in their journey?
‣ What opportunties arise that your products might fill?
38. Practicalities
‣ How do you get participants?
‣ How do you record the sessions?
‣ What do you need to prepare?
‣ Recruiting guide
‣ Test Plan
‣ Who should participate? (Stakeholders, UX, etc.)
‣ Who should analyze the data?
‣ How do you present it.
‣ Summary
‣ Deep Dive