UX Field Research Basics Chicago Camp 2017

UX Field Research BasicsDavid Farkas UXCamp, February 2017

#PracticalResearch @dafark8

Who is this guy?Philadelphia Based UX

EPAM

@dafark8

Co-Author of UX Research


Today’s PlanSection 1

Planning & Preparation

Section 2

Out in the Field

Section 3

Finding the Patterns


Section 1Planning & 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

“


1. Validates initial assumptions and existing research

2. Ensures you cover all necessary topics

3. Helps session flow smoothly

Why Plan?


WorkproductsTools of the Trade

In reporting research results, the two most important words are “So what?”.

- Dan Brown

“


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

http://www.usability.gov/how-to-and-tools/resources/templates/ux-study-overview-template.html





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

http://www.usability.gov/how-to-and-tools/resources/templates/usability-test-screener-website-example-1.html





Interview Guide• Opening script

• Contextual sections

• Goal Based questions

• Align with project goals

• Challenge assumptions


Introduction Packet• Pre-introduce yourself

• Provide your background

• Provide key contact information

• Include your picture


Travel Logistics• Map out routes

• Estimate travel time

• On the Road

• Within Offices

• Plan breaks and meals

• Avoid over-scheduling


Team Instructions• Avoid asking questions

• Opportunity to ask question

• Control non-verbal reactions

• Stay focussed


Notes Worksheet• Key for multiple research

teams

• Aids in synthesis and analysis

• Eases on boarding of support/additional team members


Asking Good QuestionsThe hardest part of the job

The hard part is translating our big research questions into good interview questions.

- Colin MacArthur

“


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


Structure of a Question


Trademarks of a QuestionGood Questions Are:

• Open-ended

• Balance specificity

• Flow naturally

Bad Questions Are:

• Leading

• Shallow

• Personal or unconscious bias


RecruitmentFinding 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

“


Self-Recruiting• Cold Calls

• Live Recruiting

• Email Blasts

• Screening

• Surveys

• Friends & Family


Outsourcing Recruiting• Market Research Firms

• Online User Groups

• Client Recruiting

• Online Testing Tools


LogisticsManaging 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


Logistics - An Overview• Travel Time

• Office or Cities

• Building Access

• Dress Code

• Workspace

• Office or Coffee Shop

• Technology is not your friend


Tech Checks• Testing technology before

each session

• Checklists:

• Start of day

• Start of session

• End of session

• End of day


Managing Documents• Consent Forms

• Honorariums

• Discussion Guides

• Notes Forms

• Recordings

• Photos and Images

• Storage!


Dry Runs• Perfect Practice Prevents Piss

Poor Performance

• Practice

• Practice

• Practice

• then practice one more time

http://www.nasa.gov/multimedia/imagegallery/image_feature_1979.html

http://www.nasa.gov/multimedia/imagegallery/image_feature_1979.html


Section 2Facilitating Research

As a UX researcher, it’s imperative to remain neutral and unbiased.

- Kyle Soucy

“


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


Managing Flow• Start easy

• Build to complexity

• Know when to back off

• Know when to push further


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


Body Language• Verbal signs

• Non-verbal signs

• Facial expressions

• Body language is a two-way street

• Mirroring

• How are you perceived?


Energy Levels• Treat every session as your

first

• Change roles

• Don’t over schedule

• Take breaks

• Coffee (all the coffee)


Debrief Sessions• Daily debrief sessions

• Team sessions

• Client sessions

• In person

• Remote


Section 3Analysis & Reporting

The real key to unlocking game-changing opportunities for growth is to deeply understand the people you are looking to serve.

- Ofer Deshe

“


Consolidate Data• Define your data points

• Gather all notes & transcripts

• Identify key data points


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/

https://www.flickr.com/photos/rosenfeldmedia/25672123376/in/album-


What Story Do You Tell?• Business strategy

• Product roadmap

• Discoveries & opportunities

• Identify additional research

• Identify knowledge gaps


What We CoveredSection 1

Planning & Preparation

Section 2

Out in the Field

Section 3

Finding the Patterns


Thank You!Now Available!

David Farkas @dafark8

Brad Nunnally @bnunnally

UX Field Research Basics Chicago Camp 2017

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