Workshop at the Amsterdam Meetup, 16 March 2016, by Miel de Zwart from Valsplat.

1. Amsterdam Meetup, 16-3-2016
Miel de Zwart
Everything You Always Wanted
to Know About Bad UX Research
But Were Afraid to Ask

2. Miel de Zwart
8 years @ Valsplat
Loves
Judith
Hates
Checking in and out

5. But first ...

6. What would you REALLY like to
know about your users?
Please write down those burning
questions. On a Post-it. In the
next 5 minutes.

7. Inspiration
Validation
Opinions
& feelings Behavior
Moderated
user testing
Remote
unmoderated
user testing
Diary studies
Personas
User interviews
Focus groups
Card sorting
Sitemap
testing
Eye tracking
analysis
Structured
feedback tools
(Usabilla etc.) Web analytics
A/B testing
Questionnaires

8. Inspiration
Validation
Opinions
& feelings Behavior
Usability research

9. So now you got your research
method of choice
But how to get in the head of
your users?

11. Time for some Bad
The Worst Interview in History

12. Last Friday the band Sigur Rós showed up
promptly at 11am and commenced to give what
is possibly the worst interview in the history of
electronic media. Seriously. It was that bad.
We’re not sure if they were tired, or if it was a
language thing, or what … but wow.
And to repeat, we love this band.
Just never invite them on your radio show.
Luke Burbank
Radio Host of The Bryant Park Project, National Public Radio

14. The Blame Game
Was it the band?
Was it the interviewer?

15. And how does this compare to user research?

16. To what extent do you like
this website?

17. What do you miss
in this check out flow?

18. What’s your first impression
of this website?

19. Do you think you’ll use this website
in the future?

20. Did you understand
the content on the page?

21. To what extent do you find this form
easy to use?

22. Why didn’t you click this button?

23. This has not yet been developed,
but how would you like it
if the site did this …

24. The Good Moderator
While interviewing people as
they use your website or app,
pose probing questions and get
the answers you need,
without leading them to a
particular answer.

25. The Ugly
What it feels like to watch a user
test of your product

27. Where’s Wally?

28. The Good Observer
While observing people as they
use your website or app, focus on
what they do or don’t do. What
users say has a role only in
determining the satisfaction
element of usability.

29. The Good Observer
Note any difficulties users have
during the process, regarding
noticing, using, understanding
and valuing all important
content, interactive or design
elements.

30. How to convert user insights into
actionable design decisions?

31. We don't know how to approach to
converting insights into design decisions.

32. I try to make "action points". I divide
insights by things that are easy to change
and things that are more for future releases.
I just discuss this with the designer and then
he applies it.

33. How to convince stakeholders to
make use of these insights?

34. Make the findings visible to the team. People
do care in the end and everyone wants to
have impact. To convince people, show raw
data, allow people to talk back and ask
questions about your method and findings.

35. At current client we mostly look into
analytical data to see how users behave and
interact with the website and products. This
usually answers mostly ‘what’ users are
doing, but not ‘why’. The numbers do often
help to convince stakeholders however.

36. UX researcher
Design team

37. Design team

38. Design team

39. Avoid big reports

41. Focus at tiny changes that will
make a massive difference

44. How to shift from reactive research
to UX research that actually
drives
changes in design and organization?

47. Every month
In depth UX tests with real users

48. Every month
In depth UX tests with real users

49. Every month
In depth UX tests with real users
Insights for nest iteration

50. Every sprint
Fast, quick guerilla / online tests with real users

52. Continuous
UX support

53. Continuous
monitoring of usage
(Helpdesk calls, community, social media)

54. The perfect score
UX research developed into a change agent

55. A shift from reactive research to
UX research that actually
drives
changes in design and organization

56. Vertical campfire @ PostNL

57. Insights from within
the team, not some
external UX expert

58. Thank you!
Miel de Zwart
Send your e-mail to miel@valsplat.nl