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User Research. Do or Do Not?
Borrys Hasian
Google Expert in Product Design
Google Launchpad Global Mentor
29 Oct 2017
Before we start...
Find a partner, and write down your
guesses. Don’t tell the other person
about your guesses. (2 min)
1. What’s his/her favorite drink?
2. What kind of TV show or movie does he/she refuse to
watch?
3. Where is he/she from?
Do this in pair: Ask questions, and
take turn. (3 min)
1. What’s your favorite drink? Why?
2. What TV show or movie do you refuse to watch? Why?
3. What is special about the place you grew up?
4. If you were an animal, what would it be? Why?
I know that I know nothing.
Socratic Paradox
Source: Quora
User Research. Do or Do Not? How to design better products by understanding users.
What (some) People Think
Research is expensive.
Hard to show immediate ROI.
Takes precious time at the beginning of the design and
development process.
User Research. Do or Do Not? How to design better products by understanding users.
UX / UI
User
Innovation
is the
sweetspot
Source: Dilbert Cartoon
User Research is about understanding
what people think, feel, and how they behave,
so we can help them to achieve their goals
(satisfy their needs, wants, and expectation)
and most importantly,
for the business to grow.
Design Sprint
Frog User Research Process
Frog’s User Research Process
Rakuten Viki App
User Research. Do or Do Not? How to design better products by understanding users.
User Research. Do or Do Not? How to design better products by understanding users.
User Research. Do or Do Not? How to design better products by understanding users.
Setting Research Objectives
1 2 3 4 5
Objective Hypothesis Methods Conduct Synthesis
Frame your design challenge and set research objective
Frame Your Design Challenge + Objective
1. What is the problem we’re trying to solve?
2. What’s the ultimate impact we want to have?
3. Framing Questions (5W+1H). Generate as many questions as we could.
4. What are the context and constraints?
5. Design Challenge
6. Set Research Objective
Frame Design Challenge
What is the problem we’re
trying to solve?
Increase the engagement of the viewers with the shows on
Viki.
What’s the ultimate impact we
want to have?
Viewers engage more with other users and with non-video
content of the shows they’re interested in.
Framing Questions (5W+1H)
(generate as many questions
as we could).
Who are our top users? What do they like from Viki?
When do they look for new show? Existing show?
Where do they watch drama? Why do they watch drama?
How do they get information about a new/good show?
What are the context and
constraints?
Main users are Americans. We’ll work on iOS first.
Design Challenge How might we design an engaging and straightforward
container screen that helps users to start enjoying the shows
quickly?
Set Research
Objective
“Understand how people engage
with popular dramas, online and
offline, either through Viki or any
other online services.”
Hypothesis
1 2 3 4 5
Objective Hypothesis Methods Conduct Synthesis
What we believe we already know.
How to create
Hypothesis?
Take questions from Objective stage,
and write down/sketch the solutions to
those questions.
Hypothesis Examples
Viewers feel cool when he/she’s the first to watch a new episode.
Viewers are not interested to read news on Viki platform.
Viewers share the TV show they like to their social media.
Viewers use Google to search for the latest.
Viewers don’t watch trailer to decide to watch a show.
It’s difficult to read/write review of a show on the container page.
Most of the viewers put timed-comment only if it’s a popular show.
Methods
1 2 3 4 5
Objective Hypothesis Methods Conduct Synthesis
Picking the right research methods.
It’s like a Victorinox knife...
Different
Research
Methods
Source: Norman Nielsen’s
Article
User Research. Do or Do Not? How to design better products by understanding users.
Criteria in Choosing a Show
Users Who Refer to Rating and Reviews
User Research. Do or Do Not? How to design better products by understanding users.
5 Stars vs 10 Stars?
Diary Study
It’s like user writing a
diary, related to your
challenge or objective.
Field Study
There’s no better way to
understand the people
you’re designing for than
by immersing yourself in
their lives and day-to-day
activities.
Number of users for research
Source: Norman Nielsen’s Article
Number of users for
research
● Diary Study: 5-1200
● Interview: 12-20 (Qual), 30+ (Quan)
● Survey: 60+ (#participants >#questions)
● Card Sort: 15-30
● Focus Group: 4-12/group, with 3-4 groups
per type of participants.
● Field Study: 20-30
● Usability: 15-30 (Quan), 3-15 (Qual)
Group the Hypothesis
Viewers feel cool when he/she’s the first to watch a new episode.
Viewers are not interested to read news on Viki platform.
Viewers share the TV show they like to their social media.
Viewers use Google to search for the latest.
Viewers don’t watch trailer to decide to watch a show.
It’s difficult to read/write review of a show on the container page.
Most of the viewers put timed-comment only if it’s a popular show.
Attitude-Related
Behaviour-Related
Features-Related
Hypotheses and The Methods
Attitude-related hypothesis Understanding and foundation:
● Survey.
● Contextual interview/Observational/Immersion
● Secondary research: Market/trend/competitive
exploration.
Behaviour-related hypothesis Generating ideas and inspiration:
● Diary study.
● Card sorting.
● Participatory design.
● Prototyping.
Feature-related hypothesis Evaluating and informing design:
● Usability testing.
● Heuristic evaluation.
● Prototyping.
Conduct
1 2 3 4 5
Objective Hypothesis Methods Conduct Synthesis
Picking the right research methods.
Interview - Get Out of the Building
“Excuse me! I’m a researcher, and today I’m
conducting research on ways to improve online
video experience for Korean/Japanese drama
viewers. Hearing about your experience would
be really valuable. Do you have 10 minutes to
answer some questions, and we’ll give you a
FREE cup of coffee?”
Synthesis
1 2 3 4 5
Objective Hypotheses Methods Conduct Synthesis
Making sense of the data
Downloading
Share Your Learnings.
Each takes turn to paste
his/her learnings, and
share with everyone
about this stories,
learnings, or hunches.
Find Pattern
Create Insights
Statement.
Put Insights
into
Experience Map
Read more: The Anatomy
of an Experience Map
ありがとう
Borrys Hasian
Google Expert in Product Design
Google Launchpad Global Mentor
borrys@circleux.com
twitter @borryshasian
In Progress The Book of UX Design, in Indonesia Language:
www.belajarux.com

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User Research. Do or Do Not? How to design better products by understanding users.

  • 1. User Research. Do or Do Not? Borrys Hasian Google Expert in Product Design Google Launchpad Global Mentor 29 Oct 2017
  • 3. Find a partner, and write down your guesses. Don’t tell the other person about your guesses. (2 min) 1. What’s his/her favorite drink? 2. What kind of TV show or movie does he/she refuse to watch? 3. Where is he/she from?
  • 4. Do this in pair: Ask questions, and take turn. (3 min) 1. What’s your favorite drink? Why? 2. What TV show or movie do you refuse to watch? Why? 3. What is special about the place you grew up? 4. If you were an animal, what would it be? Why?
  • 5. I know that I know nothing. Socratic Paradox
  • 8. What (some) People Think Research is expensive. Hard to show immediate ROI. Takes precious time at the beginning of the design and development process.
  • 13. User Research is about understanding what people think, feel, and how they behave, so we can help them to achieve their goals (satisfy their needs, wants, and expectation) and most importantly, for the business to grow.
  • 14. Design Sprint Frog User Research Process
  • 20. Setting Research Objectives 1 2 3 4 5 Objective Hypothesis Methods Conduct Synthesis Frame your design challenge and set research objective
  • 21. Frame Your Design Challenge + Objective 1. What is the problem we’re trying to solve? 2. What’s the ultimate impact we want to have? 3. Framing Questions (5W+1H). Generate as many questions as we could. 4. What are the context and constraints? 5. Design Challenge 6. Set Research Objective
  • 22. Frame Design Challenge What is the problem we’re trying to solve? Increase the engagement of the viewers with the shows on Viki. What’s the ultimate impact we want to have? Viewers engage more with other users and with non-video content of the shows they’re interested in. Framing Questions (5W+1H) (generate as many questions as we could). Who are our top users? What do they like from Viki? When do they look for new show? Existing show? Where do they watch drama? Why do they watch drama? How do they get information about a new/good show? What are the context and constraints? Main users are Americans. We’ll work on iOS first. Design Challenge How might we design an engaging and straightforward container screen that helps users to start enjoying the shows quickly?
  • 23. Set Research Objective “Understand how people engage with popular dramas, online and offline, either through Viki or any other online services.”
  • 24. Hypothesis 1 2 3 4 5 Objective Hypothesis Methods Conduct Synthesis What we believe we already know.
  • 25. How to create Hypothesis? Take questions from Objective stage, and write down/sketch the solutions to those questions.
  • 26. Hypothesis Examples Viewers feel cool when he/she’s the first to watch a new episode. Viewers are not interested to read news on Viki platform. Viewers share the TV show they like to their social media. Viewers use Google to search for the latest. Viewers don’t watch trailer to decide to watch a show. It’s difficult to read/write review of a show on the container page. Most of the viewers put timed-comment only if it’s a popular show.
  • 27. Methods 1 2 3 4 5 Objective Hypothesis Methods Conduct Synthesis Picking the right research methods.
  • 28. It’s like a Victorinox knife...
  • 32. Users Who Refer to Rating and Reviews
  • 34. 5 Stars vs 10 Stars?
  • 35. Diary Study It’s like user writing a diary, related to your challenge or objective.
  • 36. Field Study There’s no better way to understand the people you’re designing for than by immersing yourself in their lives and day-to-day activities.
  • 37. Number of users for research Source: Norman Nielsen’s Article
  • 38. Number of users for research ● Diary Study: 5-1200 ● Interview: 12-20 (Qual), 30+ (Quan) ● Survey: 60+ (#participants >#questions) ● Card Sort: 15-30 ● Focus Group: 4-12/group, with 3-4 groups per type of participants. ● Field Study: 20-30 ● Usability: 15-30 (Quan), 3-15 (Qual)
  • 39. Group the Hypothesis Viewers feel cool when he/she’s the first to watch a new episode. Viewers are not interested to read news on Viki platform. Viewers share the TV show they like to their social media. Viewers use Google to search for the latest. Viewers don’t watch trailer to decide to watch a show. It’s difficult to read/write review of a show on the container page. Most of the viewers put timed-comment only if it’s a popular show. Attitude-Related Behaviour-Related Features-Related
  • 40. Hypotheses and The Methods Attitude-related hypothesis Understanding and foundation: ● Survey. ● Contextual interview/Observational/Immersion ● Secondary research: Market/trend/competitive exploration. Behaviour-related hypothesis Generating ideas and inspiration: ● Diary study. ● Card sorting. ● Participatory design. ● Prototyping. Feature-related hypothesis Evaluating and informing design: ● Usability testing. ● Heuristic evaluation. ● Prototyping.
  • 41. Conduct 1 2 3 4 5 Objective Hypothesis Methods Conduct Synthesis Picking the right research methods.
  • 42. Interview - Get Out of the Building
  • 43. “Excuse me! I’m a researcher, and today I’m conducting research on ways to improve online video experience for Korean/Japanese drama viewers. Hearing about your experience would be really valuable. Do you have 10 minutes to answer some questions, and we’ll give you a FREE cup of coffee?”
  • 44. Synthesis 1 2 3 4 5 Objective Hypotheses Methods Conduct Synthesis Making sense of the data
  • 45. Downloading Share Your Learnings. Each takes turn to paste his/her learnings, and share with everyone about this stories, learnings, or hunches.
  • 47. Put Insights into Experience Map Read more: The Anatomy of an Experience Map
  • 48. ありがとう Borrys Hasian Google Expert in Product Design Google Launchpad Global Mentor borrys@circleux.com twitter @borryshasian In Progress The Book of UX Design, in Indonesia Language: www.belajarux.com