ux field research basics chicago camp 2017

UX Field Research BasicsDavid Farkas UXCamp, February 2017

#PracticalResearch @dafark8

Who is this guy?Philadelphia Based UX

EPAM

@dafark8

Co-Author of UX Research

#PracticalResearch @dafark8

Today’s PlanSection 1

Planning & Preparation

Section 2

Out in the Field

Section 3

Finding the Patterns

#PracticalResearch @dafark8

Section 1Planning & Preparation

Once I have a well-defined question, it’s simple to identify which information resources will best answer it, and then collect, merge, and analyze them to answer the question.

- Matt Wakeman

“

#PracticalResearch @dafark8

1. Validates initial assumptions and existing research

2. Ensures you cover all necessary topics

3. Helps session flow smoothly

Why Plan?

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WorkproductsTools of the Trade

In reporting research results, the two most important words are “So what?”.

- Dan Brown

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Test Plan• Project Background

• Overall purpose

• Determine Methodologies

• Communicate Outcomes

Template: http://www.usability.gov/how-to-and-tools/resources/templates/ux-study-overview-template.html

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Recruitment Screener• Guided Survey

• User Profile Breakdown

• Demographics

• Behaviors

• Scheduling

Source: http://www.usability.gov/how-to-and-tools/resources/templates/usability-test-screener-website-example-1.html

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Interview Guide• Opening script

• Contextual sections

• Goal Based questions

• Align with project goals

• Challenge assumptions

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Introduction Packet• Pre-introduce yourself

• Provide your background

• Provide key contact information

• Include your picture

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Travel Logistics• Map out routes

• Estimate travel time

• On the Road

• Within Offices

• Plan breaks and meals

• Avoid over-scheduling

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Team Instructions• Avoid asking questions

• Opportunity to ask question

• Control non-verbal reactions

• Stay focussed

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Notes Worksheet• Key for multiple research

teams

• Aids in synthesis and analysis

• Eases on boarding of support/additional team members

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Asking Good QuestionsThe hardest part of the job

The hard part is translating our big research questions into good interview questions.

- Colin MacArthur

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A good question seeks to explore the unknown in a targeted and guided way, while putting the participant at ease to open up and provide feedback you might not have expected or anticipated.

Good Questions, Defined

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Structure of a Question

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Trademarks of a QuestionGood Questions Are:

• Open-ended

• Balance specificity

• Flow naturally

Bad Questions Are:

• Leading

• Shallow

• Personal or unconscious bias

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RecruitmentFinding the Right People

Without (recruiting) and the users it brings, all other parts of designing a product or service fall back on the team’s assumptions.

- Jeremy Canfield

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Self-Recruiting• Cold Calls

• Live Recruiting

• Email Blasts

• Screening

• Surveys

• Friends & Family

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Outsourcing Recruiting• Market Research Firms

• Online User Groups

• Client Recruiting

• Online Testing Tools

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LogisticsManaging Your Day

“If you approach the problem incorrectly or without mindful thought, then your entire solution may be false - or at best ineffective.

- Ron Strawbridge

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Logistics - An Overview• Travel Time

• Office or Cities

• Building Access

• Dress Code

• Workspace

• Office or Coffee Shop

• Technology is not your friend

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Tech Checks• Testing technology before

each session

• Checklists:

• Start of day

• Start of session

• End of session

• End of day

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Managing Documents• Consent Forms

• Honorariums

• Discussion Guides

• Notes Forms

• Recordings

• Photos and Images

• Storage!

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Dry Runs• Perfect Practice Prevents Piss

Poor Performance

• Practice

• Practice

• Practice

• then practice one more time

http://www.nasa.gov/multimedia/imagegallery/image_feature_1979.html

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Section 2Facilitating Research

As a UX researcher, it’s imperative to remain neutral and unbiased.

- Kyle Soucy

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Introductions & Warming Up“Hi, my name is…”

• Set a friendly tone

• Break down barriers

• Establish trust

• Humanize yourself & your team

• The art of small talk

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Managing Flow• Start easy

• Build to complexity

• Know when to back off

• Know when to push further

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Improvisation in Research• Build off feedback

• Support your players

• The participant is the star

• Failure is OK

• Build off experiences and have an open mind

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Body Language• Verbal signs

• Non-verbal signs

• Facial expressions

• Body language is a two-way street

• Mirroring

• How are you perceived?

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Energy Levels• Treat every session as your

first

• Change roles

• Don’t over schedule

• Take breaks

• Coffee (all the coffee)

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Debrief Sessions• Daily debrief sessions

• Team sessions

• Client sessions

• In person

• Remote

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Section 3Analysis & Reporting

The real key to unlocking game-changing opportunities for growth is to deeply understand the people you are looking to serve.

- Ofer Deshe

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Consolidate Data• Define your data points

• Gather all notes & transcripts

• Identify key data points

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Find Your Story• Who is your audience?

• What do you want to achieve?

• What should you use to communicate that goal?

https://www.flickr.com/photos/rosenfeldmedia/25672123376/in/album- 72157665621011091/

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What Story Do You Tell?• Business strategy

• Product roadmap

• Discoveries & opportunities

• Identify additional research

• Identify knowledge gaps

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What We CoveredSection 1

Planning & Preparation

Section 2

Out in the Field

Section 3

Finding the Patterns

#PracticalResearch @dafark8

Thank You!Now Available!

David Farkas @dafark8

Brad Nunnally @bnunnally