the ux playbook: tools, tips, & tricks

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presents The UX Playbook: Tools, Tips, & Tricks AMY BUCHER @ab_phd

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Instructor: Amy Bucher In the world of UX design, there's a mound of resources and methodologies that provides the basic backbone of developing a great product. From research, to testing, to interviewing techniques, and surveys, there certainly isn't a shortage of tools to get the job done. But how do you sort through each tool and best apply it to fit your needs at hand? In this course we will review some of the methods you can use to better understand your users, what they want from your product, and what their experience is using your product. The focus is on the type of data you can gain through each approach and how it might impact your product, as well as some tips on getting the research done on a budget. You'll Learn the Fundamentals Heuristic testing Research techniques, including In-depth interview (IDIs) and focus groups Paper prototyping Ethnographic observation Surveys

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Page 1: The UX Playbook: Tools, Tips, & Tricks

presents

The UX Playbook: Tools, Tips, & Tricks

AMY BUCHER @ab_phd

Page 2: The UX Playbook: Tools, Tips, & Tricks

Amy BucherAmy Bucher is a behavioral scientist and strategist with expertise in qualitative and quantitative methods, program design, behavioral research, and market research. With a PhD in Psychology, she designs and writes tailored web-based health coaching programs that effectively motivate and support behavior change for users. Her areas of focus include problem definition and solution development, systematic and creative research to support strategic actions, and communication across multiple formats and audience types.

Page 3: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

User  Research  Tools,  Tricks,  &  Tips  

Amy  Bucher,  Ph.D.  [email protected]

Page 4: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Questions  you  can  answer  with  research

• Do  people  want  to  use  my  product?  • Do  people  know  HOW  to  use  it?  • Who  is  the  target  audience  for  this  product?  • Does  my  product  work?  • How  will  people  use  it?  • What  enhancements  should  I  make,  and  in  what  order?

Page 5: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

When?

Ideation

DevelopmentLive  Product

Page 6: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

But  be  careful!

• People  are  nice  !

• People  are  liars  !

• Not  all  people  are  your  target  customer  !

• The  big  question:  So  what?

Page 7: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Types  of  Data

Qualitative• Words  • Thematic  analyses  • Good  way  to  gather  general  

or  broad  information  • Rule  of  thumb:  Fewer  

participants

Quantitative• Numbers  • Statistical  analyses  • Good  way  to  gather  specific  

or  targeted  information  • Rule  of  thumb:  More  

participants

Page 8: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Getting  participants

Personal  network Online Locally

Professional  research  partner

Less  $                       More  $

Page 9: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

DO  PEOPLE  WANT  TO  USE  THIS  PRODUCT?

Page 10: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

A/B  Tests

Version  A Version  B

Metrics

Page 11: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

LaunchRock  Version  A

Page 12: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

LaunchRock  Version  B

Page 13: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

DO  PEOPLE  KNOW  HOW  TO  USE  THIS  PRODUCT?

Page 14: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Choose  evaluators

Define  tasks  to  be  performed  with  product

Observe  users  complete  tasks

Heuristic  Evaluation

Page 15: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

How  many  users  do  you  need?

0

25

50

75

100

0 4 8 11 15

Number  of  evaluators

Percen

t  of  e

rrors  d

etected

4-­‐6

Nielsen,  J.,  and  Landauer,  T.  K.  (1993).  A  mathematical  model  of  the  finding  of  usability  problems.  Proceedings  of  ACM  INTERCHI'93  Conference  (Amsterdam,  The  Netherlands)  pp.  206-­‐213.

Page 16: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

• Enroll  in  the  weight  management  program  !

• Start  the  program  activities

Page 17: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Finding:  Multiple  programs  fit  people’s  schema  for  “weight  management”

Page 18: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Page 19: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

WHAT  IS  MY  TARGET  MARKET?

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We  Understand  What  Motivates  UsersActivating  individuals  based  on  attitudes  and  approach  to  health

I’m  already  stretched  taking  care  of  work  and  family.  For  me  to  focus  on  my  own  well-­‐being,  it  has  to  be  a  company  goal  that  I  have  team  accountability  for.        

Motivated    Team  Player

Help!    It’s  scary  to  think  about  how  much  I  need  to  do  and  whether  I  can  even  do  it.  Frankly,  I  don’t  even  know  what  the  first  step  should  be.    

Skeptical  Starter

I’m  already  on  the  fitness  bandwagon.  It’d  be  great  if  my  company  provided  me  some  resources,  but  my  challenge  is  simply  consistency.

Energized  Champion

What  and  when  I  do  is  up  to  me  and  it  will  be  on  my  own  terms.  It’s  not  something  I  want  my  employer  /  coworkers  concerning  themselves  with.

Free  Agent

There  are  much  bigger  issues  to  be  dealt  with  before  I  can  even  think  about  health  &  wellness.    

Committed  Multi-­‐Tasker

Sharing  the  journey  really    keeps  everyone’s  momentum    up.  We  learn  from,  help  and    encourage  each  other,  and  we  have  fun  along  the  way.    

Booster  Clubber

Source:  Wellness  &  Prevention,  Inc.  Landmark  Study  of  National  Employers,  2009

SAMP

LE

Page 21: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Survey  Questions

• Setting  user  expectations  • Validity  and  reliability  – Types  and  considerations  – Using  existing  instrumentation  – Knowing  when  it  matters  

• Design  consistency  • Avoiding  confounds  • Reverse  scoring

Page 22: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

User  Expectations

Page 23: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Page 24: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Type of va lidity W ha t does it m ea n W ha t inform a tion is needed

I nterna l What you did in a study caused the results of the study ! manipulations affected outcomes

Ruling out alternative causes; replication with different populations and settings

Fa ce Do the questions appear or look like they relate to the construct of interest?

Intuition; does it look right to you?

Cri t er ion Does your measure predict real-world outcomes related to the behavior of interest?

Data on actual behavior; does it correspond to scores on your measure?

Externa l The degree to which a measure’s conclusions hold for other people at other places and times; generalizability

Random sampling; generalizing carefully (not making broad claims); replications of study in multiple settings

Page 25: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Design  Consistency

How  much  do  you  like  our  product?  !!I  am  likely  to  recommend  your  product  to  my  friends.

How  much  do  you  like  our  product?  !!How  likely  are  you  to  recommend  our  product  to  your  friends?

Not  at  all           Very  much     1            2          3          4          5          6          7

Not  at  all           Very  much     1            2          3          4          5          6          7

Not  at  all           Very  much     1            2          3          4          5          6          7

Yes                                    No     1            2          3          4          5      

Page 26: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Avoiding  Confounds

How  much  do  you  like  our  product  and  think  you  would  recommend  it  to  your  friends?Not  at  all           Very  much     1            2          3          4          5          6          7

How  much  do  you  like  our  product?  !!How  likely  are  you  to  recommend  our  product  to  your  friends?

Not  at  all           Very  much     1            2          3          4          5          6          7

Not  at  all           Very  much     1            2          3          4          5          6          7

Page 27: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Reverse  Scoring

• I  would  recommend  Product  X.  !

• I  like  Product  X.  !

• Product  X  helped  me  lose  weight.  !

• Product  X  is  different  from  anything  else  ever.

• I  would  not  recommend  Product  X.  !

• I  do  not  like  Product  X.  !

• Product  X  did  not  help  me  lose  weight.  !

• There  are  many  products  like  Product  X.

Page 28: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

WHAT  ENHANCEMENTS  SHOULD  COME  NEXT?

Page 29: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

“Paper”  Prototyping

Page 30: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])http://www.klasharris.com/

Page 31: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])http://blog.shamess.info/

Page 32: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

http://ctumaghap.wordpress.com/

Page 33: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Balsamiq  Mockups

Page 34: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

HOW  WILL  PEOPLE  ACTUALLY  USE  THIS  PRODUCT?

Page 35: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Observational  Research

Page 36: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Products  of  Observation

Page 37: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Page 38: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Page 39: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

HOW  SHOULD  I  MARKET  THIS  PRODUCT?

Page 40: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Experience  Mapping

Start Then Then

ThenThenThen

Then Then Now

Page 41: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

“Feelings  Toolkits”

Page 42: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Plotting  Claims

Page 43: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

IDEA  GENERATION

Page 44: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Focus  Groups

Page 45: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

The  cast

!!!!!!

• Moderator  • Participants

!!!!!!

• Observers

Page 46: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Optimizing  Your  Group

• Recruitment  criteria  !

• Moderator/facilitator  guide  !

• Props  or  stimuli

Page 47: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

DOES  THIS  PRODUCT  WORK?

Page 48: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

In-­‐Depth  Interviews  (IDIs)

• Usually  a  single  respondent  • Use  open-­‐ended  questions  • Have  a  semi-­‐structured  format  • Seek  understanding  • Audio-­‐  or  video-­‐recorded

Page 49: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Advantages  of  IDIs  vs.  Focus  Groups

Build  rapport Probe  more  deeply

Discuss  sensitive  topicsLess  expensive

Less  directive

Page 50: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

I  NEED  TO  FIX  SOMETHING!  PRIORITIZING  IMPROVEMENTS

Page 51: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

What  is  the    smallest    

action  that  matters?  

!

Page 52: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Page 53: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Page 54: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Page 55: The UX Playbook: Tools, Tips, & Tricks

Amy  Bucher,  Ph.D.  ([email protected])

Additional  Resources

• Balsamiq  Mockups:  http://balsamiq.com/  • LaunchRock:  http://launchrock.co/  • Unbounce:  http://unbounce.com/  • GreenBook:  http://www.greenbook.org/  • Stanford  D-­‐School:  http://dschool.stanford.edu/use-­‐our-­‐methods/  

• Usability.gov:  http://www.usability.gov/what-­‐and-­‐why/user-­‐research.html  

Page 56: The UX Playbook: Tools, Tips, & Tricks

Course Title  Course Title

INSTRUCTOR NAME