UXPA DC UX 101 - User Research

UXPA-DC UX 101#uxpadc

Thank yous‣ UXPA-DC Team

- John Whalen - President

- Sree Bhandaram - VP

- Andrew Stevens - Treasurer

- Stephanie Pratt - Secretary

‣ Speakers

- Cory Lebson

- John Whalen

- Faz Besharatian

- Stephanie Pratt

Agenda‣ 08:30 -9:00: Breakfast/Coffee

‣ 09:00 - 09:15: Introduction to UX

‣ 09:15 - 10:15: UX Fundamentals

‣ 10:15 - 10:30: Morning Break

‣ 10:30 - 11:30: User Research

‣ 11:30 - 12:30: Lunch Break

Agenda‣ 12:30 - 01:30: UX Strategy (From User Research to Strategy: Design

Thinking and Design Studios)

‣ 01:30 - 02:45: Wireframing/Prototyping

‣ 02:45 - 03:00: Afternoon Break

‣ 03:00 - 04:00: Usability Testing

‣ 04:00 - 05:30: Meet Seasoned Professionals and get One-on-One advice/Networking/Happy Hour (Drinks and snacks included)

User ResearchJohn Whalen, PhD Principal, Strategy & User Experience [email protected] brilliantexperience.com @brlexp

Agenda‣ What types of user research are there?

‣ When to use them?

‣ Focus on:

- Contextual Inquiry

- Personas

- Journey Maps

What types of user research are there?

What types of user research are there?‣ Qualitative

‣ Usability testing

‣ moderated

‣ unmoderated

‣ remote

‣ Contextual Inquiry

‣ Ethnography (e.g., longterm)

‣ Interviews

‣ Focus Groups

‣ Workshops

‣ Quantitative

‣ Surveys

‣ Behavioral Analytics

‣ Conversion Data

‣ A/B Testing

Remote Sessions (15):

Webex Audio/Video

In-person Sessions (15):

Locations:

Chicago (3)

Washington, DC (4)

New York (6)

Boston (2)

Individual Interviews

‣ Boston

‣ San Francisco

‣ Chicago

Focus Group Workshop

Contextual Inquiry

Contextual Inquiry

Consumer! Lawyer! Banker!

Neuroscien2st! VAD7Nurse! Drug7Researcher!

Farmer! Federal7Administrator! Mom7/7Chauffeur!  User  Research

Examples

Contextual Inquiry

IS:

‣ “Fly on wall” or participating

‣ Watch people as they work

‣ Learn their work as if they are going on vacation and you will take over

‣ Capture real-life activity and challenges

‣ Identify gaps in tools / processes

‣ Detailed consideration of each individual (qualitative)

‣ About behavior

Contextual Inquiry

IS NOT:

‣ User testing

‣ Asking about preferences

‣ Asking for solutions

‣ Testing prototypes

‣ Surveying

Visit users where they work

Learn their processes

Learn how they complete tasks

Study the words they use

Watch the way they interact

Learn how they make decisions

Persuasion During Buying Process

“I want one but…”

“What’s that?”

“Oh Cool” “Why would I want one?”

“Is it any good?”

“Conversion” “Is it worth that price?”

Likability Free

Commitment Intrigue

Endowment Aesthetics

Narrative Achievement Reputation

Authority Social Proof

Framing Anchoring Mimicry

Loss Aversion Status Quo

Effort

Scarcity Loss Aversion

Ownership

What we capture

Vision / AttentionLanguage

Memory / SemanticsEmotion

Wayfinding

Decision Making

Identifying Patterns‣ “Day in the life”

‣ Little nuggets -> bigger picture patterns

‣ Real world problems with service/product designs

‣ How they are thinking and approaching a problem

‣ (Not about specific quotes or preferences)

Often do affinity diagramming

Nuggets we found for one client

State

Federal

Intl.

Real Estate Computation of Tax Corporate Acquisitions Estates and Trusts

Sec. 351 - Transfer To Corporation Controlled By Transferor Sec. 368 - Corporate Reorganizations

Primary source Secondary source

25

Personas

Journey Mapping

Journey Mapping‣ Get to each step of process

- What are they looking for

- Concerns

- Challenges

- Tools / needs

- Opportunities

- Emotions

‣ When to use?

Customer Experience Journey

What you get from user research‣ Who are your clients?

‣ How are they really solving problems and behaving?

‣ What are the gaps in their journey?

‣ What opportunties arise that your products might fill?

Practicalities‣ How do you get participants?

‣ How do you record the sessions?

‣ What do you need to prepare?

‣ Recruiting guide

‣ Test Plan

‣ Who should participate? (Stakeholders, UX, etc.)

‣ Who should analyze the data?

‣ How do you present it.

‣ Summary

‣ Deep Dive

Thank You

Research

Stakeholder Interviews Field Research Competitor Reviews Expert Reviews

Strategy and Ideation

Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement

UX and Design

IA & Flow Interaction Design Concept Realization Visual Design & Branding

Thank you! @brlexp | brilliantexperience.com