UX Field Research Basics presentation shared at Abstractions Conference, Pittsburgh, August 2019

1. UX Field Research Basics
David Farkas
Abstractions, August 2019

2. #PracticalResearch @dafark8
Who is this guy?
EPAM
@dafark8
Co-Author of UX Research
Research, Strategy, Workshops,
Improvisation
CollaborativeImprov.com
#PracticalResearch
NOW AVAILABLE!
NOW AVAILABLE!

3. #PracticalResearch @dafark8
What is Today
• Focus on qualitative, field
research
• The Process & Tools
• Understanding what goes into
research
NOT
• Quantitative
• Choosing Methods
• How to be a researcher (spoiler,
everyone can be)

4. #PracticalResearch @dafark8
Today’s Plan
Section 1
Planning & Preparation
Section 2
Out in the Field
Section 3
Finding the Patterns

5. #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
“

6. #PracticalResearch @dafark8
1. Validates initial assumptions and existing research
2. Ensures you cover all necessary topics
3. Helps session flow smoothly
4. Research reduces design debt which reduces
technical debt
Why Plan?

7. #PracticalResearch @dafark8
Workproducts
Tools of the Trade
In reporting research results, the
two most important words are
“So what?”.
- Dan Brown
“

8. #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

9. #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

10. #PracticalResearch @dafark8
Interview Guide
• Opening script
• Contextual sections
• Goal Based questions
• Align with project goals
• Challenge assumptions

11. #PracticalResearch @dafark8
Introduction Packet
• Pre-introduce yourself
• Provide your background
• Provide key contact
information
• Include your picture

12. #PracticalResearch @dafark8
Travel Logistics
• Map out routes
• Estimate travel time
• On the Road
• Within Offices
• Plan breaks and meals
• Avoid over-scheduling

13. #PracticalResearch @dafark8
Team Instructions
• Avoid asking questions
• Opportunity to ask question
• Control non-verbal reactions
• Stay focussed

14. #PracticalResearch @dafark8
Notes Worksheet
• Key for multiple research
teams
• Aids in synthesis and analysis
• Eases on boarding of support/
additional team members

15. #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
“

16. #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

17. #PracticalResearch @dafark8
Structure of a Question

18. #PracticalResearch @dafark8
Trademarks of a Question
Good Questions Are:
• Open-ended
• Balance specificity
• Flow naturally
Bad Questions Are:
• Leading
• Shallow
• Personal or
unconscious bias

19. #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
“

20. #PracticalResearch @dafark8
Self-Recruiting
• Cold Calls
• Live Recruiting
• Email Blasts
• Screening (e.g Ethnio)
• Surveys
• Friends & Family

21. #PracticalResearch @dafark8
Outsourcing Recruiting
• Market Research Firms
• UserInterviews.com
• Online User Groups
• e.g. Reddit
• Client Recruiting
• Online Testing Tools
• UserTesting.com
• dScout

22. #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

23. #PracticalResearch @dafark8
Logistics - An Overview
• Travel Time
• Office or Cities
• Building Access
• Dress Code
• Workspace
• Office or Coffee Shop
• Technology is not your friend

24. #PracticalResearch @dafark8
Tech Checks
• Testing technology before
each session
• Checklists:
• Start of day
• Start of session
• End of session
• End of day

25. #PracticalResearch @dafark8
Managing Documents
• Consent Forms
• Honorariums
• Discussion Guides
• Notes Forms
• Recordings
• Photos and Images
• Storage!

26. #PracticalResearch @dafark8
Dry Runs
• Perfect Practice Prevents Piss
Poor Performance
• Practice
• Practice
• Practice
• then practice one more time
• Also, find your voice
• Even unmoderated sessions
get rehearsed!
http://www.nasa.gov/multimedia/imagegallery/image_feature_1979.html

27. #PracticalResearch @dafark8
Section 2
Facilitating Research
As a UX researcher, it’s
imperative to remain neutral
and unbiased.
- Kyle Soucy
“

28. #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

29. #PracticalResearch @dafark8
Managing Flow
• Start easy
• Build to complexity
• Know when to back off
• Know when to push further

30. #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

31. #PracticalResearch @dafark8
Improvisation in Research
• Yes And
• Everything is True
• Follow the Funny
• Mirroring
• Physicality
• Repeat the last thing

32. #PracticalResearch @dafark8
Body Language
• Verbal signs
• Non-verbal signs
• Facial expressions
• Body language is a two-way
street
• Mirroring
• How are you perceived?

33. #PracticalResearch @dafark8
Energy Levels
• Treat every session as your
first
• Change roles
• Don’t over schedule
• Take breaks
• Coffee (all the coffee)

34. #PracticalResearch @dafark8
Debrief Sessions
• Daily debrief sessions
• Team sessions
• Client sessions
• In person
• Remote

35. #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
“

36. #PracticalResearch @dafark8
Consolidate Data
• Define your data points
• Gather all notes & transcripts
• Identify key data points

40. #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/

41. #PracticalResearch @dafark8
What Story Do You Tell?
• Business strategy
• Product roadmap
• Discoveries & opportunities
• Identify additional research
• Identify knowledge gaps

42. Research is Iterative

43. #PracticalResearch @dafark8
What We Covered
Section 1
Planning & Preparation
Section 2
Out in the Field
Section 3
Finding the Patterns

44. The best time to plant a tree
do research was 20-years ago
last sprint.
The second best time is today.
-Chinese Proverb, Adapted

45. #PracticalResearch @dafark8
Thank You!
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