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Understanding users without getting bored
This document discusses various user research techniques for understanding users without getting bored, including observation, listening, interviewing, photo elicitation, and reaction cards. Observation involves watching users without influencing them to understand context, assumptions, problems, and opportunities. Listening focuses on empathy, motivations, and reasoning through open-ended questions. Interviewing can be structured, semi-structured, or unstructured to understand goals, needs, and frustrations. Photo elicitation uses images to identify values and elicit associations and stories from stakeholders. Reaction cards summarize experiences and identify emotions to understand current and ideal states.
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Understanding users without getting bored
- 1. Understanding users withoutgetting bored
- 2. Stefan Ivanov • UserResearch • Concept Design • Prototyping • User Testing • UXify • Human-Computer Interaction • UX processes • Design thinking
- 3. Who are youand why are you here? • Designer • Researcher • Marketer • Developer • Manager • Student • …
- 4. Let’s agree thattoday we will learn by doing.
- 5. Understanding users withoutgetting bored • Observation • Listening • Interviewing • Photo elicitation • Reaction cards
- 6. Design and engineeringare excellent at solving problems, but it is called art when you question problems and get to their core.
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- 9. Observation Goals • Whatis the context? • Do you think you have made any assumptions? • What problems do you see? • Are there opportunities for improvements? Write down your observations and a short problem statement
- 10. Observation Traps Watch outfor: • Simplification bias User has difficulty crossing a busy pedestrian crossing in Tokyo. • Translation bias User is crossing the road with somebody they know - a local girl. • Hawthorne effect User is choosing the most difficult path to move through the crowd because he is recording the video. !
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- 12. Observation Framework Activities –actions towards achieving the goal walking, running or pushing a bike while crossing Environment – where activities take place busy pedestrian crossing in Asia, vehicles waiting for pedestrians Interactions – between people, with objects a girl smiles to the user, from then on he follows her Objects – what is their purpose and how are they used barriers, dotted curbs Users – behavior, role, needs, preferences desire for a Starbucks coffee from the store across the street
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- 14. Tips • Ask 3-5word questions • Don’t introduce new words • Write up notes ASAP • Debrief with research team • Arrange chronologically / semantically
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- 16. Reflect • How areyour observations compared to the initial ones? • How has this process altered your observation? • How are observations and interpretations different? • How do you see your problem statement now?
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- 18. Listening Goals • Createempathy • Understand the why • User’s motivations • User’s train of thoughts and reasoning • User’s guiding principles and values
- 19. My interests Pick atopic and get as much as possible out of me on it Winter sports Traveling Building stuff Cooking Finance and Investments
- 20. Tips • Start broad •Don’t take notes • Debrief after each session • Speaker should control the topic • Speak as little as possible • Speak the speaker’s language • Don’t judge • Prepare by writing 100 questions Repeat the main question Ask why questions Because… Repeat speaker’s last words
- 21. My interests Pick anothertopic and get as much as possible out of me on it Winter sports Traveling Building stuff Cooking Finance and Investments
- 22. Reflect • What challengesdid we face in the first listening? • How did the second listening differ from the first one? • What are the highlights of the second listening? • What is my why regarding the second listening? • What are my guiding principles and values?
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- 24. Interviewing Goals • Createempathy • Understand where, how and what • Learn about the context • Identify the user goals and needs • Find out the frustrations • Scope the experience • Figure out problems and opportunities
- 25. Types of Interviews StructuredSemi-structured Unstructured Consistency & Control Flexibility to follow up and explore Quantitative Qualitative Open Questions Closed Questions
- 26. Interviewing Framework Create expectations Buildtrust Outline the story Discover the details Debrief Close Intro Break the ice Focus Deep focus Retrospective Wrap up
- 27. Let’s fix theseinterview questions • “Is the best price your biggest concern when looking for a rental car as you travel abroad with your family/spouse?” • “Having traveled so frequently last year, why did you choose such a suboptimal car rental online service?” • “The performance tests show that Chrome is much faster than Internet Explorer. Which browser do you use to book rental cars?” • “Isn’t Safari the best mobile browser? “ • “Would you like to have a voice search enabled in the future?”
- 28. Ticketing You are inthe process of designing a competitor product to Eventbrite.com How would your interview script look like? Skip demographics and other context-related questions and focus on the product experience. Write 3 to 5 questions. One team will now simulate an interview with me using their questions and the framework: intro, break the ice, focus, deep focus, retrospective, wrap up.
- 29. Critical Incident Question •Based on past experience or recent events • Focused on the details • Describing actions taken, outcomes and future actions • Aware of user’s feelings “Consider the last time you booked a rental car. When did this happen? What type of car did you search for? What steps did you take? Did you experience any issues? Did you feel frustrated at some point? What would you do differently?”
- 30. Interviewing Tips • Takenotes • You should control the topic • Pick the type of interview • Choose wisely the type of each question • Bring the interviewee back to the topic when they get carried away • Don’t judge
- 31. Ticketing You are inthe process of designing a competitor product to Eventbrite.com How would your interview script look like? Skip demographics and other context-related questions and focus on the product experience. Write 3 to 5 questions. What would be an appropriate critical incident question for this scenario?
- 32. Reflect • Were thereany challenges? • What were the highlights? • What changes would you make to the process? • What changes would you make to the questions? • How specific were the details you were able to obtain? • What opportunities exist in the field?
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- 34. Photo Elicitation Goals •Identify values of the stakeholders • Understand associations that stakeholders make • Reaction / response to images • Provide additional context • Tell a story
- 35. Photo Elicitation We wantto understand our feelings about a USA road trip. Considering the images you are about to see write down the first associations and feelings that cross your mind.
- 40. Photo Elicitation • Whatwords did you use for each picture? • Why did you choose these words? • How would these implicate the website USARoadTrip.com?
- 41. Reflect • What challengesdid you face? • Can you highlight your personal feelings? • Are you able to list your own values? • Do you see how this technique enhances storytelling? • What limitations of photo elicitation do you see?
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- 43. Reaction Cards • Summarizethe experience
- 44. Reaction Cards • Understandthe task • Perform a sequence of actions towards a goal • Identify all emotions that apply to current experience • Pick the top 3 emotions for the current experience • Rank them in order of importance • Identify all emotions that apply to the ideal experience • Pick the top 3 emotions for the ideal experience • Rank them in order of importance
- 45. Reaction Cards Annoying Boring Busy Complex Confusing Dated Difficult Disconnected Disruptive Distracting Dull Fragile Frustrating Gets inthe way Hard to Use Impersonal Incomprehensible Inconsistent Ineffective Intimidating Irrelevant Not Secure Not Valuable Old Ordinary Overbearing Overwhelming Patronizing Poor quality Rigid Simplistic Slow Sterile Stressful Time-consuming Too Technical Unapproachable Unattractive Uncontrollable Undesirable Unpredictable Unrefined Accessible Advanced Appealing Approachable Attractive Business-like Calm Clean Clear Collaborative Comfortable Compatible Compelling Comprehensive Confident Connected Consistent Controllable Convenient Creative Customizable Cutting edge Desirable Easy to use Effective Efficient Effortless Empowering Energetic Engaging Entertaining Enthusiastic Essential Exceptional Exciting Expected Familiar Fast Flexible Fresh Friendly Fun Helpful High quality Impressive Innovative Inspiring Integrated Intuitive Inviting Low Maintenance Meaningful Motivating Novel Optimistic Personal Powerful Predictable Professional Relevant Reliable Responsive Satisfying Secure Organized Sophisticated Stable Stimulating Straight Forward Time-Saving Trustworthy Unconventional Understandable Usable Useful Valuable
- 46. Reflect • What challengesdid you face throughout the process? • What emotions highlight the current and ideal experiences? • How different are the current and ideal experiences? • Do you see how these may change over time?
- 47. Understanding users withoutgetting bored • Observation • Listening • Interviewing • Photo elicitation • Reaction cards
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