101. Phone Interviews
What do we
need to know
about?
What kind of
decision will it
inform?
How long do we
have?
What is our
budget?
Contextual Inquiry
In-Person Interviews
Usability Testing
Competitive
Analysis
127. Basic Stakeholder Questions
What is your title? How long have you been in this role?
What are your essential duties and responsibilities?
What does a typical day look like?
Who are the people you work most closely with? How is that going?
What does success mean from your perspective, what will have changed
for the better once this project is complete?
Do you have any concerns about this project?
What do you think the greatest challenges to success are? Internal and
external?
128. For each stakeholder, note the following:
What’s their general attitude toward this project?
What’s the goal as they describe it?
To what extent are this person’s incentives aligned with the project’s
success?
How much and what type of influence do they have?
Who else do they communicate with on a regular basis?
To what extent does this stakeholder need to participate
throughout the project, and in which role?
Is what you heard in harmony or in conflict with what you’ve
heard from others throughout the organization?
129. Stakeholder power moves
“Why are you asking me this?”
“I don’t understand that question. It doesn’t make any sense.”
“I don’t feel comfortable talking to you about that.”
“No one pays attention to anything I have to say, so I don’t know why I
should bother talking to you.”
“How much more time is this going to take?”
131. 10 minutes practice. Find a partner. Take turns.
What is your title? How long have you had this job?
What are your essential duties and responsibilities?
What is a typical day like?
Who are the people you work most closely with? How is that going?
What do you think the greatest challenges to your success are?
Internal and external?
134. To Review
Team + Goal + Shared Reality = Good
Research is a simple process you can apply to however you work. You
shouldn’t be dogmatic.
Even though this sounds obvious, some people will resist this because
questions can feel threatening.
Facts will not change the minds of people who are threatened.
You need to appeal to what you know is important to them, and fit
your facts into their story.
So, understanding what is important to your stakeholders is necessary
for design and research to succeed.
155. Interview Checklist
Create a welcoming atmosphere to make participants feel at ease.
Always listen more than you speak.
Take responsibility to accurately convey the thoughts and
behaviors of the people you are studying.
Start each interview with a general description of the goal,
but be careful of focusing responses too narrowly.
Avoid leading questions and closed yes/no questions. Ask
follow-up questions.
Prepare an outline of your interview questions in advance, but don’t be
afraid to stray from it.
Also note the exact phrases and vocabulary that participants use.
159. Interview Scenario
You work for an e-commerce site
that wants to develop a new service
to help people give gifts.
The goal of the research is to
identify unmet needs people might
have with regard to giving gifts.
160. Interview Practice
Break into groups of 3-4 people
1 interviewee, 1 interviewer , 1 notetaker, 1
observer (optional),
Switch in 15 minutes
2 rounds
166. 14
“Even when the subjects are well
selected, focus groups are supposed to
be merely the source of ideas that need
to be researched.”
–Robert K. Merton, Sociologist,
invented focus groups
169. How else might your
target customer solve
the same problem?
170. Competitive Review
What do they say they offer?
Who is their customer? How is this the same or different from your
target audience or users?
What are the key differentiators—the factors that make them uniquely
valuable to their target market, if any?
How do the user needs or wants they’re serving overlap or differ from
those that you’re serving or desire to serve?
What do you notice that they’re doing particularly well or badly?
Based on this assessment, where do you see emerging or established
conventions in how they do things, opportunities to offer something
clearly superior, or good practices you’ll need to adopt or take into
consideration to compete with them?
173. A good research activity:
•Answers a key question
•Addresses identified
assumptions
•Informs specific decisions
•Involves your team
•Fits your level of expertise
•Fits your schedule and budget
174. •Fundamentally research is a simple process
•There are many activities and definitions
•No pressure!
•Select the methods that inform decisions
•Begin by understanding your organization
•Never ask what people like
•People are lazy, forgetful creatures of habit
•Keep each other honest
•Practice and learn
175. Research and Collaboration
Working together across disciplines and making decisions based on
evidence shouldn’t be hard, but they can be.
Done right, research and working collaboratively reinforce each other
through a shared understanding of reality.
Start with your goal in mind, not with any process or buzzword.
Asking questions and cutting across traditional roles can both be
threatening to the established order.
Commit to clear communication and critical thinking.
Research questions follow from goals, assumptions, and risk.
Always have a framework and a plan.
179. Basic Analysis
Closely review the notes.
Look for interesting behaviors, emotions, actions, and verbatim quotes.
Write what you observed on a sticky note (coded to the
source, the actual user, so you can trace it back).
Group the notes.
Watch the patterns emerge.
Rearrange the notes as you continue to assess the patterns.
186. Ground rules
Acknowledge that the goal of this exercise is to better understand the
context and needs of the user. Focus solely on that goal.
Respect the structure of the session. Refrain from identifying larger
patterns before you’ve gone through the data.
Clearly differentiate observations from interpretations (what happened
versus what it means).
No specific solutions until after you’ve gone through insights and
principles. Solutions come next.
189. 20 minutes analysis.
Break into groups of 6-8 people
Each group work together to fill out one diagram with the strongest
patterns.
Negotiate and advocate for your perspective.
192. 20 minutes analysis.
Break into groups of 6-8 people
Each group work together to fill out one diagram with the strongest
patterns.
Negotiate and advocate for your perspective.
208. In summary
Research creates a shared understanding of reality.
Asking questions is uncomfortable. Embrace that feeling.
A truly collaborative approach and environment is necessary for research to be
effective, and it also makes it more fun.
Clear goals and good questions are required.
Choose only the research activities that answer real questions and inform your top
priority design and development decisions.
Practice! Observe and listen every day.
Document! Report! Share! It’s easy to lose what you learn.
210. Additional sources:
Designing Together by Dan A. Brown
http://www.designingtogetherbook.com/
LeanUX by Jeff Gothelf
http://www.leanuxbook.com/
Remote Research by Nate Bolt & Tony Tony Tulathimutte
http://rosenfeldmedia.com/books/remote-research/
Interviewing Users by Steve Portigal
http://rosenfeldmedia.com/books/interviewing-users/
Google Ventures Library | Design
http://www.gv.com/library/design/
Pacific Standard Magazine
http://www.psmag.com/
Helsinki Design Lab (closed, but excellent publications still available)
http://www.helsinkidesignlab.org/pages/publications
211. Brief books for people who make websites No.
9
JUSTENOUGH
RESEARCH
Erika Hall
You might
enjoy the
book.
www.abookapart.com
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