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Know Thy User: The Role of Research
in Great Interactive Design
DAVID SHERWIN / HOW INTERACTIVE DESIGN CONFERENCE
THURSDAY, JUNE 25, 2012 / T: @CHANGEORDER / B: CHANGEORDERBLOG.COM
What?
Why?
When?
Who?
Where?
How?




    Know Thy User: The Role of Research in Great Interactive Design   06/23/12   2
What is user research?
Why?
When?
Who?
Where?
How?




      Know Thy User: The Role of Research in Great Interactive Design   06/23/12   3
A quick survey
                       about user research…




Know Thy User: The Role of Research in Great Interactive Design   06/23/12   4
Have you have conducted or
participated in user research before?

1. Yes, I do it every week
2. Yes, I do it at least once a month
3. Yes, I do it every few months
4. Yes, but it was a really long time ago
5. No, I don’t do user research yet
  (why’dya think I’m here?!!)


  Know Thy User: The Role of Research in Great Interactive Design   06/23/12   5
Have you have conducted or
participated in user research before?

1. Yes, I do it every week
2. Yes, I do it at least once a month
3. Yes, I do it every few months
4. Yes, but it was a really long time ago
5. No, I don’t do user research yet
  (why’dya think I’m here?!!)


  Know Thy User: The Role of Research in Great Interactive Design   06/23/12   6
We just did some research.




Know Thy User: The Role of Research in Great Interactive Design   06/23/12   7
re•search (n.)
1. careful or diligent search

2. investigation or experimentation aimed at the
discovery and interpretation of facts, revision of
accepted theories or laws in the light of new facts,
blah blah blah etc.



Why are you still reading this?
Basic human curiosity.




  Know Thy User: The Role of Research in Great Interactive Design   06/23/12   8
We do this to stay informed and inspired.
User research helps us identify and fill gaps in our knowledge through
systematic investigation about how and why people use technology.
environment




   activities                                           people



                      devices
                                       interactions




User research helps us identify and fill gaps in our knowledge through
systematic investigation about how and why people use technology.
environment




   activities                                             people



                       devices
                                        interactions




It helps us build empathy for how people live their lives and better
design for their needs.
If you and your client don’t know,
you should do some user research.
                           What do we and our client already know?
                            What do you need to know to design?
                            Is it mission-critical user experience?




 Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Objectives
                                           What do we want to know?




               Synthesis
Understanding opportunities                                                     Hypotheses
                                                                                What are our assumptions?




                              Research
     Gathering information and knowledge
                                                              Methods
                                                              How do we plan to learn?
Objectives
                                            Objective:
                                            What do we want to know?
                                            How much research have you done?




               Synthesis
               Synthesis:
Understanding opportunities
       I change what I say                                                  Hypotheses
                                                                            Hypothesis:
        to better suit your                                                 What are ourhave done
                                                                            Attendees assumptions?
       level of experience                                                  little to no research?




                              Research
                              Research:
     Gathering information andthe survey
                 Carried out knowledge
                          with all of you                   Methods
                                                            Method:
                                                            How dosurvey: to learn?
                                                            Quick we plan 30 seconds or less
                                                            during a 30-minute talk
What is user research?
Why should I include user research on projects?
When?
Who?
Where?
How?




      Know Thy User: The Role of Research in Great Interactive Design   06/23/12   16
Why should I include user research on projects?




                   1. Research helps you gain
                insight into customer behavior.
                                                               “The reason why…"




              Know Thy User: The Role of Research in Great Interactive Design      06/23/12
Why should I include user research on projects?




          2. Research helps you define what
             functionality is most critical.
                                                                “The right design.”




              Know Thy User: The Role of Research in Great Interactive Design         06/23/12
Why should I include user research on projects?




          3. Research helps you improve the
           usability of interactive systems.
                                                  “The design right.”
What is user research?
Why should I include user research on projects?
When should user research be part of projects?
Who?
Where?
How?




      Know Thy User: The Role of Research in Great Interactive Design   06/23/12   22
Research can happen at
any point in a project where
you have a gap in knowledge.
1. When you need to build
       foundational understanding.
                              You don’t know what you don’t know.




Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Know Thy User: The Role of Research in Great Interactive Design   06/23/12
2. When you need to generate
 inspiration and ideas for design.
    Seeing how users think through what they say, do, and make.




Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Know Thy User: The Role of Research in Great Interactive Design   06/23/12
3. When you need to evaluate
      and inform design solutions.
            Does the design match how they think about doing it?




Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Know Thy User: The Role of Research in Great Interactive Design   06/23/12
What is user research?
Why should I include user research on projects?
When should user research be part of projects?
Who do we include in user research?
Where?
How?




      Know Thy User: The Role of Research in Great Interactive Design   06/23/12   31
Bad recruiting is bad research.
                                   Start by finding the right people!




                                                                    Photo 373877988 by Fensterbme CC remix / flickr.com


Know Thy User: The Role of Research in Great Interactive Design     06/23/12
Be scrappy in how you recruit.
Google Docs, Facebook, and your address book are a great start.




Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Research is a team sport.
   Work on teams, so you can debate the data (and your biases).




Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Bring along your clients.
There’s no substitute for experiencing your customer’s needs firsthand.




   Know Thy User: The Role of Research in Great Interactive Design   06/23/12
What is user research?
Why should I include user research on projects?
When should user research be part of projects?
Who do we include in user research?
Where should I conduct user research?
How?




      Know Thy User: The Role of Research in Great Interactive Design   06/23/12   36
Context is king.
Go where people live, work, play, and access technology.
Create safe spaces for participation.
     Set up where you meet to provide human comfort.
If you can’t go there, ask them to share.
                          Remote research doesn’t mean you can’t ask for a peek.




Get this book: Bolt, Nate; Tulathimutte, Tony. 2010. Remote Research. New York: Rosenfeld Media.http://www.rosenfeldmedia.com/books/remote-research/
Photo via CC Attribution-ShareAlike 2.0 Generic license, image #4218829603 on Flickr.
What is user research?
Why should I include user research on projects?
When should user research be part of projects?
Who do we include in user research?
Where should I conduct user research?
How do I get started doing user research?




      Know Thy User: The Role of Research in Great Interactive Design   06/23/12   40
Include the appropriate user research
    as part of your project process.
                          Research isn’t a line item. It isn’t optional.
                        It’s integral to understanding what to design.




  Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Craft well-considered research
    plans to focus your efforts.
                          See the attached handout for a deep dive
                                 into how to construct one.




Know Thy User: The Role of Research in Great Interactive Design   06/23/12
The 7 Parts of a Well-Crafted Research Plan

• Project Context: The client’s business problem
• Objectives: Questions and gaps in knowledge
• Audience: Demographics and psychographics
• Locations: Where the research takes place
• Methods: Activities that help you fill the gaps
• Schedule: When the activities will happen
• Outcomes: What deliverables are generated




  Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Explore which methods you may use
 (or make!) for your future research
                      See your handout for details on the following…




  Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Surveys and Questionnaires
Contextual Inquiry / In-Home Interview




                              Foundational & Generative
Shop-Alongs and Follow Me Arounds




                           Foundational & Generative
Diary Study




              Generative or Evaluative
Task Analysis




                Foundational & Generative
Card Sorting




               Generative
Paper Prototyping




                    Generative
Prototype Testing




                    Evaluative
Usability Testing (Remote or In Person)




                                     Evaluative
Build up a network of colleagues
 and resources to support you.
            The best way to learn how to do user research is to
          practice on projects and collaborate with practitioners.




Know Thy User: The Role of Research in Great Interactive Design   06/23/12
What is user research?
Why should I include user research on projects?
When should user research be part of projects?
Who do we include in user research?
Where should I conduct user research?
How do I get started doing user research?




      Know Thy User: The Role of Research in Great Interactive Design   06/23/12   55
You’ll always have more questions.
Use this process to get better answers.




   Know Thy User: The Role of Research in Great Interactive Design   06/23/12
Email: david.sherwin@frogdesign.com
                                    Twitter: @changeorder
                                    Blog: changeorderblog.com




                                    Available December 2012
                                    from HOW Books:
                                    amzn.to/successbydesign


© 2012 frog. All rights reserved.

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Know Thy User: The Role of Research in Great Interactive Design

  • 1. Know Thy User: The Role of Research in Great Interactive Design DAVID SHERWIN / HOW INTERACTIVE DESIGN CONFERENCE THURSDAY, JUNE 25, 2012 / T: @CHANGEORDER / B: CHANGEORDERBLOG.COM
  • 2. What? Why? When? Who? Where? How? Know Thy User: The Role of Research in Great Interactive Design 06/23/12 2
  • 3. What is user research? Why? When? Who? Where? How? Know Thy User: The Role of Research in Great Interactive Design 06/23/12 3
  • 4. A quick survey about user research… Know Thy User: The Role of Research in Great Interactive Design 06/23/12 4
  • 5. Have you have conducted or participated in user research before? 1. Yes, I do it every week 2. Yes, I do it at least once a month 3. Yes, I do it every few months 4. Yes, but it was a really long time ago 5. No, I don’t do user research yet (why’dya think I’m here?!!) Know Thy User: The Role of Research in Great Interactive Design 06/23/12 5
  • 6. Have you have conducted or participated in user research before? 1. Yes, I do it every week 2. Yes, I do it at least once a month 3. Yes, I do it every few months 4. Yes, but it was a really long time ago 5. No, I don’t do user research yet (why’dya think I’m here?!!) Know Thy User: The Role of Research in Great Interactive Design 06/23/12 6
  • 7. We just did some research. Know Thy User: The Role of Research in Great Interactive Design 06/23/12 7
  • 8. re•search (n.) 1. careful or diligent search 2. investigation or experimentation aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, blah blah blah etc. Why are you still reading this? Basic human curiosity. Know Thy User: The Role of Research in Great Interactive Design 06/23/12 8
  • 9. We do this to stay informed and inspired.
  • 10. User research helps us identify and fill gaps in our knowledge through systematic investigation about how and why people use technology.
  • 11. environment activities people devices interactions User research helps us identify and fill gaps in our knowledge through systematic investigation about how and why people use technology.
  • 12. environment activities people devices interactions It helps us build empathy for how people live their lives and better design for their needs.
  • 13. If you and your client don’t know, you should do some user research. What do we and our client already know? What do you need to know to design? Is it mission-critical user experience? Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 14. Objectives What do we want to know? Synthesis Understanding opportunities Hypotheses What are our assumptions? Research Gathering information and knowledge Methods How do we plan to learn?
  • 15. Objectives Objective: What do we want to know? How much research have you done? Synthesis Synthesis: Understanding opportunities I change what I say Hypotheses Hypothesis: to better suit your What are ourhave done Attendees assumptions? level of experience little to no research? Research Research: Gathering information andthe survey Carried out knowledge with all of you Methods Method: How dosurvey: to learn? Quick we plan 30 seconds or less during a 30-minute talk
  • 16. What is user research? Why should I include user research on projects? When? Who? Where? How? Know Thy User: The Role of Research in Great Interactive Design 06/23/12 16
  • 17. Why should I include user research on projects? 1. Research helps you gain insight into customer behavior. “The reason why…" Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 18.
  • 19. Why should I include user research on projects? 2. Research helps you define what functionality is most critical. “The right design.” Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 20.
  • 21. Why should I include user research on projects? 3. Research helps you improve the usability of interactive systems. “The design right.”
  • 22. What is user research? Why should I include user research on projects? When should user research be part of projects? Who? Where? How? Know Thy User: The Role of Research in Great Interactive Design 06/23/12 22
  • 23. Research can happen at any point in a project where you have a gap in knowledge.
  • 24. 1. When you need to build foundational understanding. You don’t know what you don’t know. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 25. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 26. 2. When you need to generate inspiration and ideas for design. Seeing how users think through what they say, do, and make. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 27.
  • 28. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 29. 3. When you need to evaluate and inform design solutions. Does the design match how they think about doing it? Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 30. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 31. What is user research? Why should I include user research on projects? When should user research be part of projects? Who do we include in user research? Where? How? Know Thy User: The Role of Research in Great Interactive Design 06/23/12 31
  • 32. Bad recruiting is bad research. Start by finding the right people! Photo 373877988 by Fensterbme CC remix / flickr.com Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 33. Be scrappy in how you recruit. Google Docs, Facebook, and your address book are a great start. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 34. Research is a team sport. Work on teams, so you can debate the data (and your biases). Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 35. Bring along your clients. There’s no substitute for experiencing your customer’s needs firsthand. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 36. What is user research? Why should I include user research on projects? When should user research be part of projects? Who do we include in user research? Where should I conduct user research? How? Know Thy User: The Role of Research in Great Interactive Design 06/23/12 36
  • 37. Context is king. Go where people live, work, play, and access technology.
  • 38. Create safe spaces for participation. Set up where you meet to provide human comfort.
  • 39. If you can’t go there, ask them to share. Remote research doesn’t mean you can’t ask for a peek. Get this book: Bolt, Nate; Tulathimutte, Tony. 2010. Remote Research. New York: Rosenfeld Media.http://www.rosenfeldmedia.com/books/remote-research/ Photo via CC Attribution-ShareAlike 2.0 Generic license, image #4218829603 on Flickr.
  • 40. What is user research? Why should I include user research on projects? When should user research be part of projects? Who do we include in user research? Where should I conduct user research? How do I get started doing user research? Know Thy User: The Role of Research in Great Interactive Design 06/23/12 40
  • 41. Include the appropriate user research as part of your project process. Research isn’t a line item. It isn’t optional. It’s integral to understanding what to design. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 42. Craft well-considered research plans to focus your efforts. See the attached handout for a deep dive into how to construct one. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 43. The 7 Parts of a Well-Crafted Research Plan • Project Context: The client’s business problem • Objectives: Questions and gaps in knowledge • Audience: Demographics and psychographics • Locations: Where the research takes place • Methods: Activities that help you fill the gaps • Schedule: When the activities will happen • Outcomes: What deliverables are generated Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 44. Explore which methods you may use (or make!) for your future research See your handout for details on the following… Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 46. Contextual Inquiry / In-Home Interview Foundational & Generative
  • 47. Shop-Alongs and Follow Me Arounds Foundational & Generative
  • 48. Diary Study Generative or Evaluative
  • 49. Task Analysis Foundational & Generative
  • 50. Card Sorting Generative
  • 51. Paper Prototyping Generative
  • 52. Prototype Testing Evaluative
  • 53. Usability Testing (Remote or In Person) Evaluative
  • 54. Build up a network of colleagues and resources to support you. The best way to learn how to do user research is to practice on projects and collaborate with practitioners. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 55. What is user research? Why should I include user research on projects? When should user research be part of projects? Who do we include in user research? Where should I conduct user research? How do I get started doing user research? Know Thy User: The Role of Research in Great Interactive Design 06/23/12 55
  • 56. You’ll always have more questions. Use this process to get better answers. Know Thy User: The Role of Research in Great Interactive Design 06/23/12
  • 57. Email: david.sherwin@frogdesign.com Twitter: @changeorder Blog: changeorderblog.com Available December 2012 from HOW Books: amzn.to/successbydesign © 2012 frog. All rights reserved.