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UX Field Research Basics: Planning, Facilitation, Analysis
- 1. UX Field Research Basics David Farkas Drupaldelphia, May 2019
- 2. #PracticalResearch @dafark8 Who is this guy? EPAM @dafark8 Co-Author of UX Research Research, Strategy, Workshops, Improvisation CollaborativeImprov.com #PracticalResearch COMING SOON!
- 3. #PracticalResearch @dafark8 Today’s Plan Section 1 Planning & Preparation Section 2 Out in the Field Section 3 Finding the Patterns
- 4. #PracticalResearch @dafark8 Section 1 Planning & Preparation Once I have a well-defined question, it’s simple to identify which information resources will best answer it, and then collect, merge, and analyze them to answer the question. - Matt Wakeman “
- 5. #PracticalResearch @dafark8 1. Validates initial assumptions and existing research 2. Ensures you cover all necessary topics 3. Helps session flow smoothly Why Plan?
- 6. #PracticalResearch @dafark8 Workproducts Tools of the Trade In reporting research results, the two most important words are “So what?”. - Dan Brown “
- 7. #PracticalResearch @dafark8 Test Plan • Project Background • Overall purpose • Determine Methodologies • Communicate Outcomes Template: http://www.usability.gov/how-to-and- tools/resources/templates/ux-study-overview- template.html
- 8. #PracticalResearch @dafark8 Recruitment Screener • Guided Survey • User Profile Breakdown • Demographics • Behaviors • Scheduling Source: http://www.usability.gov/how-to-and-tools/ resources/templates/usability-test-screener-website- example-1.html
- 9. #PracticalResearch @dafark8 Interview Guide • Opening script • Contextual sections • Goal Based questions • Align with project goals • Challenge assumptions
- 10. #PracticalResearch @dafark8 Introduction Packet • Pre-introduce yourself • Provide your background • Provide key contact information • Include your picture
- 11. #PracticalResearch @dafark8 Travel Logistics • Map out routes • Estimate travel time • On the Road • Within Offices • Plan breaks and meals • Avoid over-scheduling
- 12. #PracticalResearch @dafark8 Team Instructions • Avoid asking questions • Opportunity to ask question • Control non-verbal reactions • Stay focussed
- 13. #PracticalResearch @dafark8 Notes Worksheet • Key for multiple research teams • Aids in synthesis and analysis • Eases on boarding of support/ additional team members
- 14. #PracticalResearch @dafark8 Asking Good Questions The hardest part of the job The hard part is translating our big research questions into good interview questions. - Colin MacArthur “
- 15. #PracticalResearch @dafark8 A good question seeks to explore the unknown in a targeted and guided way, while putting the participant at ease to open up and provide feedback you might not have expected or anticipated. Good Questions, Defined
- 16. #PracticalResearch @dafark8 Structure of a Question
- 17. #PracticalResearch @dafark8 Trademarks of a Question Good Questions Are: • Open-ended • Balance specificity • Flow naturally Bad Questions Are: • Leading • Shallow • Personal or unconscious bias
- 18. #PracticalResearch @dafark8 Recruitment Finding the Right People Without (recruiting) and the users it brings, all other parts of designing a product or service fall back on the team’s assumptions. - Jeremy Canfield “
- 19. #PracticalResearch @dafark8 Self-Recruiting • Cold Calls • Live Recruiting • Email Blasts • Screening • Surveys • Friends & Family
- 20. #PracticalResearch @dafark8 Outsourcing Recruiting • Market Research Firms • UserInterviews.com • Online User Groups • Client Recruiting • Online Testing Tools • UserTesting.com • dScout
- 21. #PracticalResearch @dafark8 Logistics Managing Your Day “If you approach the problem incorrectly or without mindful thought, then your entire solution may be false - or at best ineffective. - Ron Strawbridge
- 22. #PracticalResearch @dafark8 Logistics - An Overview • Travel Time • Office or Cities • Building Access • Dress Code • Workspace • Office or Coffee Shop • Technology is not your friend
- 23. #PracticalResearch @dafark8 Tech Checks • Testing technology before each session • Checklists: • Start of day • Start of session • End of session • End of day
- 24. #PracticalResearch @dafark8 Managing Documents • Consent Forms • Honorariums • Discussion Guides • Notes Forms • Recordings • Photos and Images • Storage!
- 25. #PracticalResearch @dafark8 Dry Runs • Perfect Practice Prevents Piss Poor Performance • Practice • Practice • Practice • then practice one more time • Also, find your voice http://www.nasa.gov/multimedia/imagegallery/image_feature_1979.html
- 26. #PracticalResearch @dafark8 Section 2 Facilitating Research As a UX researcher, it’s imperative to remain neutral and unbiased. - Kyle Soucy “
- 27. #PracticalResearch @dafark8 Introductions & Warming Up “Hi, my name is…” • Set a friendly tone • Break down barriers • Establish trust • Humanize yourself & your team • The art of small talk
- 28. #PracticalResearch @dafark8 Managing Flow • Start easy • Build to complexity • Know when to back off • Know when to push further
- 29. #PracticalResearch @dafark8 Improvisation in Research • Build off feedback • Support your players • The participant is the star • Failure is OK • Build off experiences and have an open mind CollaborativeImprov.com #CollaborativeImprov
- 30. #PracticalResearch @dafark8 Body Language • Verbal signs • Non-verbal signs • Facial expressions • Body language is a two-way street • Mirroring • How are you perceived?
- 31. #PracticalResearch @dafark8 Energy Levels • Treat every session as your first • Change roles • Don’t over schedule • Take breaks • Coffee (all the coffee)
- 32. #PracticalResearch @dafark8 Debrief Sessions • Daily debrief sessions • Team sessions • Client sessions • In person • Remote
- 33. #PracticalResearch @dafark8 Section 3 Analysis & Reporting The real key to unlocking game-changing opportunities for growth is to deeply understand the people you are looking to serve. - Ofer Deshe “
- 34. #PracticalResearch @dafark8 Consolidate Data • Define your data points • Gather all notes & transcripts • Identify key data points
- 38. #PracticalResearch @dafark8 Find Your Story • Who is your audience? • What do you want to achieve? • What should you use to communicate that goal? https://www.flickr.com/photos/rosenfeldmedia/25672123376/in/album- 72157665621011091/
- 39. #PracticalResearch @dafark8 What Story Do You Tell? • Business strategy • Product roadmap • Discoveries & opportunities • Identify additional research • Identify knowledge gaps
- 40. #PracticalResearch @dafark8 What We Covered Section 1 Planning & Preparation Section 2 Out in the Field Section 3 Finding the Patterns
- 41. #PracticalResearch @dafark8 Bbbbb David_Farkas1@epam.com David Farkas @dafark8 CollaborativeImprov.com Key Resources: Turnaround Podcast with Jesse Thorn Discussing Design, Connor, Irizarry Design the Conversation, Nunnally & Unger COMING SOON!