Here are some methods and tips for user research noobs, care of someone who made the jump from academic to digital strategy. Much thanks to @mattypilz.
10. Specifically, they are methods
the team at FreeAssociation
and I used to get to know
Cornell University’s users.
11. Anyway, here are some research
methods available to everybody
1.
2.
3.
4.
Long interviews
Short interviews
Card sorts
Surveys
Scheduled, broad
1:1 interviews with users
Targeted 1:1 interviews
with potential users,
scheduled
An exercise in
organizing topics
and themes.
A way to gauge initial
perception of the brand
you’re working with
20. You will need to ask
about it anyway,
because you’re
probably wrong.
21. Asks friends.
Fights parents.
Advice & Exploration,
Independent Online Browsing
They’re looking at
general information
about Cornell.
They’re browsing
majors to look for
their interests.
Counselor
cornell.edu
cornell.edu
admissions.cornell.edu
College prowler
Guides & lists
Maps & contact info
$$$?!
Has a magical
summer.
Application
Admission
Consideration
They apply
They’re accepted
through the common
to Cornell.
application.
Common application
admissions.cornell.edu
Worries.
They weigh Cornell
against other options.
Digital acceptance
communication
from Cornell
PROM?!
cornell.edu
Guides & lists
studentaid.ed.gov
collegeboard
Attendance
They decide
to attend.
Oh...oh... livin’
on a pra-yer
22. Figure out
what you want
to know
& how.*
Write a script
and vet
it with
teammate(s).*
*Always good to have an extra pair of eyes
24. We Asked Questions Like...
What made you
How important was
choose Cornell?
financial aid to you?
What other
schools were you
considering?
What does
“Ivy League”
What digital tools
mean to you?
did you use
to apply?
52. Some of our assumptions...
Cornell’s weather and location are a turn-off
Students care about school-sponsored traditions
Prospective students use cornell.edu to research the university,
but no one else really uses the site.
53. Some of our assumptions...
Cornell’s weather and location are a turn-off
Nope!
Students care about school-sponsored traditions
Yup!
(If their friends are there)
Prospective students use cornell.edu to research the university,
but no one else really uses the site.
Yes.
66. Reporting the Data
Tallied Everything Up*
Made it Client-Friendly
*Includes counting on fingers, sobbing audibly, underestimating how long this would take.
71. Cheat Sheet
Method
Purpose
Timing*
Long 1:1 interviews
Build empathy, understand the journey, identify
opportunities
~2 days - 3 weeks
Short Interviews
Test assumptions drawn from longer interviews
~1 day - 1 week
Card Sort
Inform IA and content relationships
~3-5 days to conduct and process
Surveys
Guide decision towards meeting high-level project
objectives and gut check assumptions
~1 week
Usability Test
Evaluate efficiency, learnabilty, memorability, errors, and
satisfaction
~1 week
Google Analytics
Learn about audience, traffic sources, traffic flow, top
content, and conversions
~1-2 days
*DOES NOT INCLUDE RECRUITING