which research when
DESCRIPTION
Learn which type of reesTRANSCRIPT
![Page 1: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/1.jpg)
You’re Doing The Wrong Research
Laura Klein@lauraklein
[email protected]://www.usersknow.com
Wednesday, December 5, 2012
![Page 2: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/2.jpg)
GET OUT OF THE BUILDING!
@lauraklein
Wednesday, December 5, 2012
![Page 3: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/3.jpg)
What You Expect
@lauraklein
1. Get out of the building2. Talk to “users”3. Profit
Wednesday, December 5, 2012
![Page 4: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/4.jpg)
What Really Happens
@lauraklein
1. Get out of the building2. [A lot of really hard work]3. Profit????
Wednesday, December 5, 2012
![Page 5: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/5.jpg)
@lauraklein
Let’s figure out that middle bit...
Wednesday, December 5, 2012
![Page 6: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/6.jpg)
How Many Ways Are You Listening To Users?
@lauraklein
Did you know that there are dozens of ways to do this?
Wednesday, December 5, 2012
![Page 7: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/7.jpg)
Here Are A Few Of Them
@lauraklein
Task Based Usability
Analytics
Observational Usability
NPS Surveys
New User Interviews A/B Testing
Landing Pages
Wizard of Oz
Product Stubs (Fake Doors)
Customer Development Interviews
Prototype Usability Sales
SurveysFocus Groups
Brain Imaging (yes, really!)
Guerilla User Tests
Unmoderated Testing
Click Tests
Wednesday, December 5, 2012
![Page 8: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/8.jpg)
@lauraklein
I’m not going to teach you how to do all of those today.
(You’re welcome.)
Wednesday, December 5, 2012
![Page 9: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/9.jpg)
@lauraklein
What you want to learn determines the type of research you need to do!
Wednesday, December 5, 2012
![Page 10: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/10.jpg)
You Only Need To Know About Two Types Of Research*
@lauraklein
Generative & Evaluative
*for now
Wednesday, December 5, 2012
![Page 11: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/11.jpg)
Generative Research
@lauraklein
You want to know what to do next.
Wednesday, December 5, 2012
![Page 12: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/12.jpg)
You Don’t Have An Idea
@lauraklein
Find a great idea by learning about problems within specific markets.
Best Methods:•Contextual Inquiry•Customer Development Interviews
Wednesday, December 5, 2012
![Page 13: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/13.jpg)
Like This
@lauraklein
Wednesday, December 5, 2012
![Page 14: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/14.jpg)
You Have A Great Idea (maybe)
@lauraklein
Learn more about your potential customers and figure out what’s necessary for an MVP.
Best Methods:•Contextual Inquiry•Customer Development Interviews•Observational Studies of Competitive Products
Wednesday, December 5, 2012
![Page 15: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/15.jpg)
Like This
@lauraklein
Wednesday, December 5, 2012
![Page 16: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/16.jpg)
You Have An MVP & Want To Know How People Use It
@lauraklein
Understand more about your users and what they’re really doing with your product.
Best Methods:•Observational Studies•Diary Studies•Analytics
Wednesday, December 5, 2012
![Page 17: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/17.jpg)
Like This
@lauraklein
Wednesday, December 5, 2012
![Page 18: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/18.jpg)
Or This
@lauraklein
Wednesday, December 5, 2012
![Page 19: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/19.jpg)
See A Pattern?
@lauraklein
Generative research is about Generating Ideas.
Wednesday, December 5, 2012
![Page 20: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/20.jpg)
Evaluative Research
@lauraklein
You want to know if what you did was right.
Wednesday, December 5, 2012
![Page 21: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/21.jpg)
You’re Doing A Redesign & Want To Make Sure It’s Better
@lauraklein
See whether users can perform key tasks in your product easily and without confusion.
Best Methods:•Task Based Usability Tests•Observation of Interactive Prototypes
Wednesday, December 5, 2012
![Page 22: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/22.jpg)
Like This
@lauraklein
Wednesday, December 5, 2012
![Page 23: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/23.jpg)
You Created A New Landing Page & Want To Test Messaging
@lauraklein
Understand whether users really understand your new tag line, and whether your messaging conveys what you think it should.
Best Methods:•Five Second Tests•Guerilla Usability•A/B Tests
Wednesday, December 5, 2012
![Page 24: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/24.jpg)
Like This
@lauraklein
Wednesday, December 5, 2012
![Page 25: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/25.jpg)
You’re Thinking Of Adding A Feature
@lauraklein
Validate whether or not it’s a good idea before spending time designing and building it.
Best Methods:•Feature Stubs (Fake Doors)•Wizard of Oz Features
Wednesday, December 5, 2012
![Page 26: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/26.jpg)
Like This
@lauraklein
“This feature is coming soon!”
Wednesday, December 5, 2012
![Page 27: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/27.jpg)
You Added A Feature & Want To Know The Impact
@lauraklein
Learn whether your changes improve both the user experience and your key business metrics.
Best Methods:•Customer Interviews•Observation Studies•A/B Test Against Control•Analytics
Wednesday, December 5, 2012
![Page 28: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/28.jpg)
Like This
@lauraklein
Wednesday, December 5, 2012
![Page 29: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/29.jpg)
See A Pattern?
@lauraklein
Evaluative research is about Validating Hypotheses.
Wednesday, December 5, 2012
![Page 30: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/30.jpg)
@lauraklein
Did you notice that some methods are quantitative?
That’s because Qualitative Research sucks for some things.
Wednesday, December 5, 2012
![Page 31: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/31.jpg)
@lauraklein
Quantitative Research tells you what.
Qualitative Research tells you why.
Wednesday, December 5, 2012
![Page 32: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/32.jpg)
@lauraklein
Some Common Questions
Wednesday, December 5, 2012
![Page 33: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/33.jpg)
What Are Some Good Research Methods That Don’t Involve
People Outside The Company?
@lauraklein
(This page intentionally left blank)
Wednesday, December 5, 2012
![Page 34: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/34.jpg)
But What If I’m Solving My Own Problem?
@lauraklein
That depends. How many of you are there?
Wednesday, December 5, 2012
![Page 35: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/35.jpg)
What If I Don’t Have Any Users?
@lauraklein
Get some.
Wednesday, December 5, 2012
![Page 36: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/36.jpg)
But What If I Can’t Get Enough Users For Quantitative Research?
@lauraklein
Rely more heavily on Qualitative Research.
Wednesday, December 5, 2012
![Page 37: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/37.jpg)
Ok, Your Turn
Wednesday, December 5, 2012
![Page 38: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/38.jpg)
Exercise!
@lauraklein
Type Metric Plan
Fill this in with real life examples of some research.
Wednesday, December 5, 2012
![Page 39: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/39.jpg)
Example!
@lauraklein
Type Metric Plan
GenerativeObservational
TestingRevenue
Observe 4 people who have never used the product before go through the payment flow to find pain points that are causing drop off in the funnel. Generate ideas for fixing those usability bugs.
Evaluative5 Second Test
Sign Up
Test whether potential users understand the new messaging on the home page by running 20 people who have never seen the site before through a 5 second test and asking the question, “What does this product do?”
Wednesday, December 5, 2012
![Page 40: Which research when](https://reader034.vdocument.in/reader034/viewer/2022051412/54c8311e4a7959e93d8b4655/html5/thumbnails/40.jpg)
More Questions?You know where to find me...
http://www.usersknow.com
pssst...this will all be in the book! To be published by O’Reilly in early 2013.
Wednesday, December 5, 2012