KALEB LOOSBROCK

2016 | Tel Aviv

TodaFIRST

introduction

lying liars

user research

the 4 Ds

questions

TODAY

Shalom

I’m a UX Researcher, Designer, & Strategist at Kenshoo

I’m an American

I’m an American Liar

Midwestern “Nice”

60% lie within the first 10 minutes of

meeting a person for the first time.

AMERICANS & LYING

Source: 2002, University of Massachusetts Study

3 times lie within the first 10 minutes of

meeting a person for the first time.

AMERICANS & LYING

Source: 2002, University of Massachusetts Study

worstI’m on birth control

I’m not just looking for sex

I’ve only slept with [ X ] people

AMERICANS & LYING

Source: 2002, University of Massachusetts Study

worstI’m on birth control

I’m not just looking for sex

I’ve only slept with [ X ] people

minorYour baby is cute

I’m really bad with names

I love [ gift received ]!

AMERICANS & LYING

Source: 2002, University of Massachusetts Study

4% admitted to lying on the study survey

AMERICANS & LYING

Source: 2010, Prevalence of Lying | Michigan State University

does this make me look fat?WE’RE ALL LIARS

Politeness

Self PreservationPoliteness

So what can you do?

USER RESEARCH systematic inquiry & observation in order to

test assumptions and minimize the ri k of failure$

it’s about trying to be right more than you are wrong

it’s about avoiding the fadicha

If you build it, they will come.

~ Creepy Whispering Voice Field of Dreams

USER RESEARCH IS NOT

Asking: what do you want or like

You don’t make $$ off of what people say they’ll do. You make $$ off of what they actually do.

~ Erica Hall UX Research Guru

minimize riskmaximize valueuncover truth

4 Ds

4 Ds Define

Disarm

Decipher

Data

In preparing for battle I have always found that plans are useless, but planning is indispensable.

~ Dwight D Eisenhower

Define

Define

PLANNING

Target Personas & Market

Success Metrics

Competitors

Assumptions

Discussion Guide

Define

ASSUMPTIONS

What do you think you already know that might

pose a huge risk if you’re wrong?

Define MAP YOUR ASSUMPTIONS

High Risk Fadichas

Low Risk No Big Deal

Define MAP YOUR ASSUMPTIONS

High Risk Fadichas

Low Risk No Big Deal

Certain Uncertain

Define MAP YOUR ASSUMPTIONS

High Risk Fadichas

Low Risk No Big Deal

Certain Uncertain

Define

CREATE A DISCUSSION GUIDE

Define your questions

GOLDEN NUGGETS FOR CREATING GOOD QUESTIONS

Define

Do not lead the witness

Follow up with “why” and “how”

No hypothetical or conditional questions

Include task based questions

Open ended questions

Do not lead the witness

Define

BIAS = BAD

GOOD OR BAD?

Define

Do you like what you saw today?

Define

Do you like what you saw today?

Define

BAD

What do you think about what you saw?

Define

Better

BAD BETTER

Define

What do you think about what you saw?Did you like what you saw today?

What do you mean by that?Did you mean ?

Why do you do it that way?But don’t you ?

Wouldn’t you want something more visual? Do you currently visualize your data?

SOME FAVORITES

Define

What are you trying to get done? Why?

How do you currently do this? [Show me]

What could be better about how you do this?

What questions should I have asked?

What do you love about [product/process]?

PLANNING IS IMPORTANT

Garbage in Garbage out

Define

REMEMBER THAT PLAN?

It will invariably not go as planned.

Define

But it is always disarming to treat with the enemy, so to speak

~ Morley Safer

Disarm

Disarm

Put them at ease

Set the scene

They’re the expert

Be Neutral

GOLDEN RULES FOR INTERVIEWING

GOLDEN RULES FOR INTERVIEWING

Disarm

Put people at ease

Be polite!

Make eye contact

Get to know them

Wide eyes & lifted eyebrows

Show your hands

GOLDEN RULES FOR INTERVIEWING

Disarm

Set the scene

Introduce yourself

Why are they here

Tell them that there are no right or wrong answers

Tell them that again…

GOLDEN RULES FOR INTERVIEWING

Disarm

They’re The Expert

Stay Open and Don’t Judge

Listen more than you speak

Ask their advice

If they ask questions, don’t answer them

GOLDEN RULES FOR INTERVIEWING

Disarm

Be neutral

“Oh, OK.”

Do not defend

Mind your facial and body language

We need to look for the subtle,

the hidden… the unspoken

~ Malcolm Gladwell

Decipher

DECIPHER THE TRUE MEANING & THOUGHTS

Look for the unspoken

Listen for the unspoken

Decipher

GOLDEN RULES FOR INTERVIEWING

Decipher

Look for the Unspoken

Crossed arms

Crossed legs

Feet placement

Microexpressions

Eye positions

Decipher

MICROEXPRESSIONS

Brief, involuntary facial expressions

Universal

Lasting 1/25 to 1/15 of a Second

Decipher

Decipher

Decipher

Decipher

CONTEMPT

EYE MOVEMENT

Decipher

Truth

Truth

Visually Remembered

Auditory Remembered

Internal Auditory

Lying

Lying

Visually Constructed

Auditory Constructed

Kinesthetic Remembered

GOLDEN RULES FOR INTERVIEWING

Deep Dive

Listen for the Unspoken

GOLDEN RULES FOR INTERVIEWING

Deep Dive

Listen for the Unspoken

If they sound angry/annoyed, that’s REALLY BAD

“I think/believe/feel”

“Interesting”

Qualifying language

Elongation of words

In God we trust, all others bring data

~ W Edwards Deming

Data

BACK UP YOUR RESEARCH

Substantiate Claims with Data

Look at Server Logs

Look at Web Analytics

Post Interview Surveys on Priority

Data

Data

Export to PDF Export to XLSOR

Data

Data

Wrap Up

THE NUGGETS

American’s lie (a lot)

User research can help

Define your plan

Disarm your interviewees

Dechiper the unspoken

Back up with Data

Questions?

Thank you.LASTLY

Kaleb Loosbrock @KABE001 in/kalebloosbrock

Thank you.

Props (bibliography) & Additional Resources

Studies & Academic Sources Icons & Imagery

Source: 2002, University of Massachusetts Study

Source: 2010, Prevalence of Lying | Michigan State University

Created by Dobs From the Noun Project

Additional Resources

Education

• Just Enough Research - Erica Hall • Remote Testing - Nate Bolt & Tony Tulathimutte • Remoteresear.ch • Complete Guide to User Research (Abridged) • Google Ventures Guide to Research • In God We Trust, All others bring data” - W.E. Demings

Tools

• Ethnio • Usertesting.com