In this talk, David Sherwin from frog demystifies the role and use of research in the day-to-day work of an interactive designer. He draws on the collective knowledge of frog's design research practice and his own experience as a design research lead helping to coordinate teams in conducting U.S.-based and global research programs.

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

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

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

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

45. Surveys and Questionnaires

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.