everything you always wanted to know about bad ux research but were afraid to ask
TRANSCRIPT
![Page 1: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/1.jpg)
Amsterdam Meetup, 16-3-2016
Miel de Zwart
Everything You Always Wanted to Know About Bad UX Research
But Were Afraid to Ask
![Page 2: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/2.jpg)
Miel de Zwart
8 years @ Valsplat
Loves
Judith
Hates
Checking in and out
![Page 3: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/3.jpg)
![Page 4: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/4.jpg)
![Page 5: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/5.jpg)
But first ...
![Page 6: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/6.jpg)
What would you REALLY like to know about your users?
Please write down those burning questions. On a Post-it. In the
next 5 minutes.
![Page 7: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/7.jpg)
Inspiration
Validation
Opinions& feelings Behavior
Moderated user testing
Remote unmoderated user testing
Diary studies
Personas
User interviews
Focus groups
Card sorting
Sitemap testing
Eye tracking analysis
Structured feedback tools (Usabilla etc.) Web analytics
A/B testing
Questionnaires
![Page 8: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/8.jpg)
Inspiration
Validation
Opinions& feelings Behavior
Usability research
![Page 9: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/9.jpg)
So now you got your research method of choice
But how to get in the head of your users?
![Page 10: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/10.jpg)
![Page 11: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/11.jpg)
Time for some BadThe Worst Interview in History
![Page 12: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/12.jpg)
Last Friday the band Sigur Rós showed up promptly at 11am and commenced to give what is possibly the worst interview in the history of
electronic media. Seriously. It was that bad.We’re not sure if they were tired, or if it was a
language thing, or what … but wow. And to repeat, we love this band.
Just never invite them on your radio show.Luke Burbank
Radio Host of The Bryant Park Project, National Public Radio
![Page 14: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/14.jpg)
The Blame Game Was it the band?
Was it the interviewer?
![Page 15: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/15.jpg)
And how does this compare to user research?
![Page 16: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/16.jpg)
To what extent do you like this website?
![Page 17: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/17.jpg)
What do you miss in this check out flow?
![Page 18: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/18.jpg)
What’s your first impression of this website?
![Page 19: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/19.jpg)
Do you think you’ll use this website in the future?
![Page 20: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/20.jpg)
Did you understand the content on the page?
![Page 21: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/21.jpg)
To what extent do you find this form easy to use?
![Page 22: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/22.jpg)
Why didn’t you click this button?
![Page 23: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/23.jpg)
This has not yet been developed, but how would you like it
if the site did this …
![Page 24: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/24.jpg)
The Good ModeratorWhile interviewing people as they use your website or app,
pose probing questions and get the answers you need,
without leading them to a particular answer.
![Page 25: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/25.jpg)
The Ugly What it feels like to watch a user
test of your product
![Page 26: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/26.jpg)
![Page 27: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/27.jpg)
Where’s Wally?
![Page 28: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/28.jpg)
The Good ObserverWhile observing people as they
use your website or app, focus on what they do or don’t do. What
users say has a role only in determining the satisfaction
element of usability.
![Page 29: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/29.jpg)
The Good ObserverNote any difficulties users have
during the process, regarding noticing, using, understanding
and valuing all important content, interactive or design
elements.
![Page 30: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/30.jpg)
How to convert user insights into actionable design decisions?
![Page 31: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/31.jpg)
We don't know how to approach to converting insights into design decisions.
![Page 32: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/32.jpg)
I try to make "action points". I divide insights by things that are easy to change
and things that are more for future releases. I just discuss this with the designer and then
he applies it.
![Page 33: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/33.jpg)
How to convince stakeholders to make use of these insights?
![Page 34: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/34.jpg)
Make the findings visible to the team. People do care in the end and everyone wants to
have impact. To convince people, show raw data, allow people to talk back and ask
questions about your method and findings.
![Page 35: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/35.jpg)
At current client we mostly look into analytical data to see how users behave and interact with the website and products. This
usually answers mostly ‘what’ users are doing, but not ‘why’. The numbers do often
help to convince stakeholders however.
![Page 36: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/36.jpg)
UX researcher
Design team
![Page 37: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/37.jpg)
Design team
![Page 38: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/38.jpg)
Design team
![Page 39: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/39.jpg)
Avoid big reports
![Page 40: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/40.jpg)
![Page 41: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/41.jpg)
Focus at tiny changes that will make a massive difference
![Page 42: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/42.jpg)
![Page 43: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/43.jpg)
![Page 44: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/44.jpg)
How to shift from reactive research to UX research that actually
driveschanges in design and organization?
![Page 45: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/45.jpg)
![Page 46: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/46.jpg)
![Page 47: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/47.jpg)
Every monthIn depth UX tests with real users
![Page 48: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/48.jpg)
Every monthIn depth UX tests with real users
![Page 49: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/49.jpg)
Every monthIn depth UX tests with real users
Insights for nest iteration
![Page 50: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/50.jpg)
Every sprintFast, quick guerilla / online tests with real users
![Page 51: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/51.jpg)
![Page 52: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/52.jpg)
ContinuousUX support
![Page 53: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/53.jpg)
Continuousmonitoring of usage
(Helpdesk calls, community, social media)
![Page 54: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/54.jpg)
The perfect scoreUX research developed into a change agent
![Page 55: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/55.jpg)
A shift from reactive research to UX research that actually
driveschanges in design and organization
![Page 56: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/56.jpg)
Vertical campfire @ PostNL
![Page 57: Everything You Always Wanted to Know About Bad UX Research But Were Afraid to Ask](https://reader031.vdocument.in/reader031/viewer/2022030211/58a0fb021a28abbf248b555f/html5/thumbnails/57.jpg)
Insights from withinthe team, not some external UX expert