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User feedback is critical to designing great interactive experiences! If you’ve ever wanted to get amazing user feedback but never have the time or budget to do any research, then this workshop is for you! In just 3 short hours, I’ll demonstrate how quality user feedback is actually within the reach of any organization, project, budget, or schedule… even yours! I’ll also empower you with the tools and skills you need to do research in the real world.
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PRACTICAL USER RESEARCH:A CRASH COURSE
#MWC_PRACTICALUX
1
INTROS
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h2p://www.flickr.com/photos/mytudut/5188623575/sizes/z/in/photostream/
ABOUT ME
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Ma3hew Doty @ma$hewjdoty
User Experience LeaderWhole-‐brained Thinkificator All-‐around Swell Guy
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http://marketingpie.risdall.com/wp-content/uploads/2013/03/Tron-fight-for-the-user.jpg
WHO I’VE DONE WORK FOR TargetBest BuyLife Time FitnessOfficeMaxSearsMarrio$
KraK FoodsHarland ClarkeArrow ElectronicsHalliburtonPennwellAshley Furniture
Goldman SachsPNCAT&TCTU OnlineAIU OnlineJC Penny
© 2013 EVANTAGE CONSULTING
ABOUT EVANTAGE
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-‐ BouSque customer experience consultancy based in Minneapolis.
-‐ Founded in 1999.-‐ Consistently ranked one of the best places to work.
-‐ Offers... -‐ Customer Experience Strategy -‐ Digital Strategy, Experience Design, and
ImplementaSon -‐ Performance OpSmizaSon
© 2013 EVANTAGE CONSULTING
ABOUT YOU...
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• Who are you?• What’s your problem?• What do you want from me?
http://www.flickr.com/photos/86979666@N00/7623744452/sizes/z/in/photostream/
© 2013 EVANTAGE CONSULTING
OBJECTIVES 1.Demonstrate how quality user insights are actually within the reach of any organizaSon, project, budget, or schedule… even yours!
2.Empower you with the basic tools and skills you need to start doing pracScal research of your own.
3.Send you off with at some kind of real insight for your parScular project/problem.
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OUR AGENDA
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1:00 Learn about user research and select your technique1:30 Learn your technique2:00 Design & conduct your study (take breaks as needed)3:15 Document & Present your findings 3:45 Wrap up
WARNING
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We will be moving fast I will require your parScipaSonThis will be awesome
LEARN ABOUT USER RESEARCH & SELECT YOUR TECHNIQUE
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WHAT IS USER RESEARCH?
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USER RESEARCH
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An set of acSviSes that help us... 1. Understand the people who will be
actually using what we’re designing. 2. Validate our decisions/assumpSons
throughout the project.
PRACTICAL USER RESEARCH
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A flexible approach to user research which delivers many of the benefits of user insight while remaining sensiSve to Sme and budget constraints.
WHY SHOULD WE DO USER RESEARCH?
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© 2013 EVANTAGE CONSULTING 16h$ps://www.youtube.com/watch?v=RnZyc5LrVEs
SO, WHAT WENT WRONG?
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NONE OF THE DECISIONS WERE BASED ON DATA!
WHY SHOULD WE DO USER RESEARCH?
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TO GET DATA THAT HELPS US...
© 2013 EVANTAGE CONSULTING
OVERCOME PERSONAL BIAS
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© 2013 EVANTAGE CONSULTING
COUNTER IVORY TOWER DESIGN
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http://www.flickr.com/photos/dplanet/94441587/
© 2013 EVANTAGE CONSULTING
REPLACE THE ELASTIC USER
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© 2013 EVANTAGE CONSULTING
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16© 2006 Steve Krug. Used with permission of the author.
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AVOID RELIGIOUS DEBATES
MYTHS OF USER RESEARCH
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1. WE DON’T NEED TO DO USER RESEARCH
“We’re smart enough to get it right!”“Users don’t know what they want!”“We’ll just fix anything aKer we go live.”
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h2p://www.flickr.com/photos/evertwh/2723737126/sizes/l/in/photostream/
2. WE DON’T HAVE THE BUDGET
Too oKen, we think “research” automaScally means expensive labs, recruiSng fees and expensive research partners.
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h2p://www.flickr.com/photos/danmoyle/5634567317/sizes/l/in/photostream/
3. WE DON’T HAVE THE TIME
“We can only test our exact target audience.”“I can’t have my development team sirng on their hands!”
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http://www.flickr.com/photos/alancleaver/2661425133/sizes/o/in/photostream/
© 2013 EVANTAGE CONSULTING
THE REALITY• User research yields cost & Sme savings as well as happy, loyal, producSve users.
• Insights can be gained without all the bells and whistles. • Parallel paths & informal methods can reduce or eliminate extra Sme needed.
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WHAT KIND OF RESEARCH SHOULD WE DO?
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© 2013 EVANTAGE CONSULTING
Access to UsersTi
me
& B
udge
t
FORMALWHAT KIND OF RESEARCH SHOULD WE DO?
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FORMAL
INFORMAL
© 2013 EVANTAGE CONSULTING
Access to UsersTi
me
& B
udge
t
FORMALWHAT KIND OF RESEARCH SHOULD WE DO?
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SECONDARY PRIMARY
© 2013 EVANTAGE CONSULTING
USER RESEARCH DECISION MODEL
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Access to UsersTi
me
& B
udge
t
FORMALPRIMARY
FORMALSECONDARY
INFORMALSECONDARY
INFORMALPRIMARY
Adapted from http://matthewjdoty.com/img/research.png Used with Permission
WHEN SHOULD WE DO USER RESEARCH?
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THE SHORT ANSWER...
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EARLY & OFTEN
THE LONGER ANSWER...
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IT DEPENDS...
© 2013 EVANTAGE CONSULTING
WATERFALL
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DISCOVER
DEFINE
DESIGN
DEVELOP
DEPLOY
EthnographyUser InterviewsFocus Groups SurveysBaseline User Tes\ng Web Metrics AnalysisSecondary Research
Card Sor\ngTree-‐tes\ngConcept Tes\ng Usability Tes\ng
Concept Tes\ng Usability Tes\ng
Usability Tes\ng Surveys
Baseline User Tes\ng Web Metrics Analysis
A/B Tes\ngMVT
© 2013 EVANTAGE CONSULTING
AGILE
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UX SPRINT 1 UX SPRINT 2 UX SPRINT 3
DEV SPRINT 0 DEV SPRINT 1 DEV SPRINT 2 DEV SPRINT 3ENVISIONING
EthnographyUser InterviewsFocus Groups SurveysBaseline User Tes\ng Web Metrics AnalysisSecondary Research
Card Sor\ngTree-‐tes\ngConcept Tes\ng
Usability Tes\ng
Card Sor\ngTree-‐tes\ngConcept Tes\ng Usability Tes\ng
Card Sor\ngTree-‐tes\ngConcept Tes\ng Usability Tes\ng
Usability Tes\ng Usability Tes\ng
WHO SHOULD DO THE RESEARCH?
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© 2013 EVANTAGE CONSULTING
YOU!
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http://www.flickr.com/photos/subharnab/2721507697/sizes/z/in/photostream/
WHAT TECHNIQUES SHOULD I USE?
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WHAT QUESTIONS ARE YOU TRYING TO ANSWER?How do they want to interact?Card SorSng (open)Design Games/WorkshopsFocus GroupsSurveysBaseline Usability TesSngTask Analysis
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Who is our audience & what do they need?Contextual Inquiry (Ethnography)InterviewsFocus GroupsSurveysDiaries
What do they think of what we’ve done?Concept TesSngUsability TesSngCard sorSng (closed/reverse)Tree TesSngContextual InquiryAnalysis of Web MetricsA/B, MVT tesSng
WHAT QUESTIONS ARE YOU TRYING TO ANSWER?How do they want to interact?Card SorVng (open)Design Games/WorkshopsFocus GroupsSurveysBaseline Usability TesVngTask Analysis
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Who is our audience & what do they need?Contextual Inquiry (Ethnography)InterviewsFocus GroupsSurveysDiaries
What do they think of what we’ve done?Concept TesSngUsability TesVngCard sorVng (closed/reverse)Tree TesVngContextual InquiryAnalysis of Web MetricsA/B, MVT tesSng
WHAT IS CARD SORTING?A research technique that aims to understand how people organize and group informaSon. Results can be used to structure the site/app in more intuiSve way.
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WHAT IS TREE TESTING?A research technique that aims to uncover issues with labeling & findability. Results are used to inform the design/organizaSon of your menu/navigaSon.
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WHAT IS USABILITY TESTING?A research technique that aims to validate decisions and catch usability issues. Results can be used to...• Fix issues before producSon• Inform the next release• Inform a redesign
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WHICH TECHNIQUE SHOULD YOU USE?
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© 2013 EVANTAGE CONSULTING
NOW WHAT? • Break into groups based on your technique.
• Prepare to be amazed at what you can do.
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http://www.flickr.com/photos/21496790@N06/5065834411/sizes/l/in/photostream/
OUR AGENDA
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1:00 Learn about user research and select your technique1:30 Learn your technique2:00 Design & conduct your study (take breaks as needed)3:15 Document & Present your findings 3:45 Wrap up
LEARN YOUR SELECTED TECHNIQUE
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© 2013 EVANTAGE CONSULTING
THE CORE STAGES OF USER RESEARCH 1. ArSculate your objecSves2. Design the study 3. Recruit parScipants4. Conduct the study5. Analyze the findings6. Document the findings & recommendaSons
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USABILITY TESTING 101
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HOW DOES USABILITY TESTING WORK?1. Show the user interface (a sketch, mockup, prototype or the actual site/app)
2. Ask the parScipant to perform a task
3. Observe interacSons & take notes
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HOW MANY PARTICIPANTS ARE NEEDED?
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AT LEAST
5http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
HOW DO I DESIGN A USABILITY STUDY?1. IdenSfy the pages/screens/elements where you’d like to have user feedback
2. Clearly arSculate and document your goals with each page/screen/element and what successful interacSon looks like
3. Create realisSc scenarios & tasks that will elicit credible feedback.
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© 2013 EVANTAGE CONSULTING
IDENTIFY PAGES/SCREENS/ELEMENTS• Which ones are required for the criScal tasks?• Which ones perform poorly in your web analyScs?• Which ones are causing the most internal disagreement (e.g. religious debates)?
• Which ones are falling vicSm to ivory tower design?• Which ones represent a risk you are taking?
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EXAMPLE: ARTICULATE YOUR GOALSThe goal of this study is to observe user interacSons with the site to see if parScipants...• Are able to successfully use the navigaSon (main and secondary) to complete
tasks.• Are successfully able to idenSfy links (they know what a link is and what is not
link).• Understand terminology and labels.
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EXAMPLES: SCENARIOS & TASKSLet’s say that you entered [SEARCH TERM} into Google. and clicked on the link for [WEBSITE]. This is the home page of the new site. Without clicking on anything, take a few moments to look it over and take it in. (COUNT TO 10, THEN ASK THE FOLLOWING QUESTIONS)• What are your first impressions? • What can you do?• What would you do first?• What’s missing?
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EXAMPLES: SCENARIOS & TASKSFrom what we understand you are in the market for a [PRODUCT]. I’d like you show me what you would do find and add [PRODUCT] to your cart.
Tell me about a \me that you were looking for [PRODUCT]. I’d like you now to put yourself back in that situa\on and show me what you would do find and add [PRODUCT] to your cart.
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CARD SORTING 101
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HOW DOES CARD SORTING WORK?Open SorSng 1. People are given a set of “cards”
that represent features/content of the site/app.
2. They organize informaSon into groups which make sense to them.
3. They name each of the groups.
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Closed SorSng1. People are given a set of “cards”
that represent features/content of the site/app.
2. They organize informaSon into several pre-‐defined groups in a way that makes sense to them.
HOW DOES CARD SORTING WORK?
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© 2013 EVANTAGE CONSULTING
IDEAS FOR CREATING YOUR “CARDS”
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• Use your current site and create a card for items in your navigaSon & important features.
• Create a conceptual feature list for the new site or app you are thinking of building and use the items in this list.
• Look to your web metrics to see what areas of the site may be experiencing issues related to site organizaSon.
© 2013 EVANTAGE CONSULTING
HOW MANY CARDS SHOULD I MAKE?
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20 -‐ 50
HOW MANY PARTICIPANTS ARE NEEDED?
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In card sorSng, “...there's only a 0.75 correlaSon between the results from five users and the ulSmate results.”
“You must test fiKeen users to reach a correlaSon of 0.90, which is a more comfortable place to stop.”
http://www.nngroup.com/articles/card-sorting-how-many-users-to-test/
AT LEAST
15
© 2013 EVANTAGE CONSULTING
HOW DO I DESIGN A CARD SORT?
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h2p://uxpunk.com/websort/
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TREE TESTING 101
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HOW DOES TREE TESTING WORK?1. Present a basic menu of opSons.
2. Ask people to find key features and content.
3. Analyze how oKen tasks are successfully completed.
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© 2013 EVANTAGE CONSULTING
IDEAS FOR CREATING YOUR TEST• Which navigaSon elements are needed for criScal tasks?• Which ones perform poorly in your web analyScs?• Which ones are most likely to lead to revenue generaSon?• Which ones are suspected of poor labeling?
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HOW MANY PARTICIPANTS ARE NEEDED?
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• Since it’s similar to usability tesSng, some say at least 5.
• Since it’s Similar to card sorSng, some say at least 15.
• Tree tesSng vendors will recommend a minimum of 40-‐50.
IT DEPENDS...
QUICKER TURNAROUND
MORE RELIABLE
© 2013 EVANTAGE CONSULTING
HOW DO I DESIGN A TREE TEST?
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h2p://uxpunk.com/plainframe/
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OUR AGENDA
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1:00 Learn about user research and select your technique1:30 Learn your technique2:00 Design & conduct your study (take breaks as needed)3:15 Document & Present your findings 3:45 Wrap up
DESIGN & CONDUCT YOUR STUDIES
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DOS AND DON’TS OF IN-‐PERSON RESEARCHDo...• Dress appropriately• Bring business cards• Ask open-‐ended quesSons• Use words other than those used in
what you are researching• Ask the parScipant to “think out
loud”
Don’t...• Sigh or groan if the parScipant
makes an incorrect choice or misstates something
• Ask leading quesSons • Ask closed-‐ended/manipulaSve
quesSons• “Help” or correct the parScipant
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DESIGN & CONDUCT YOUR STUDIESDesign1. Build your study based on real
problems you face 2. Work as a group to solve issues &
quesSons but use me as a resource if you get stuck
Conduct 1. Use your group as study subjects2. Decide within your group whose
studies you will run3. Run your studies4. Work as a group to solve issues &
quesSons but use me as a resource if you get stuck
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HOW DID THAT GO?
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OUR AGENDA
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1:00 Learn about user research and select your technique1:30 Learn your technique2:00 Design & conduct your study (take breaks as needed)3:15 Document & Present your findings 3:45 Wrap up
DOCUMENT & PRESENT YOUR FINDINGS
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© 2013 EVANTAGE CONSULTING
HOW DO I ANALYZE A CARD SORT?
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h2p://uxpunk.com/websort/
© 2013 EVANTAGE CONSULTING
IT’S ALL ABOUT RELATIONSHIPS
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VerScal lines closer to the leK indicate stronger relaSonships between items
VerScal lines further to the right indicate weaker relaSonships between items
© 2013 EVANTAGE CONSULTING
HOW DO I ANALYZE A TREE TEST?
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h2p://uxpunk.com/plainframe/
© 2013 EVANTAGE CONSULTING
SUCCESSES VS. FAILS
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© 2013 EVANTAGE CONSULTING
PATHS TAKEN
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Imagine you are invesSgaSng universiSes and wish to obtain a Master's degree. Where would you expect to find out if this university offered the parScular Master's you were looking for?
ParVcipant 1:1. Departments & Academics > Graduate ProgramsParVcipant 21. Future Students > Graduate Students 2. Departments & Academics > Graduate ProgramsParVcipant 31. Future Students > Graduate Students 2. Departments & Academics > Graduate ProgramsParVcipant 41. Future Students > Graduate Students 2. Departments & Academics > Graduate ProgramsParVcipant 51. Departments & Academics > Graduate Programs
HOW DO I FIND THE “NUGGETS”?
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© 2013 EVANTAGE CONSULTING
NUGGETS
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© 2013 EVANTAGE CONSULTING
FINDING THE NUGGETS
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• ParScularly impressive/inspiring moments/results
• “Eureka!” moments (yours or the parScipant’s)
• “What the..?!?!” moments/results• Surprising moments/results
http://www.flickr.com/photos/flyingsaab/4732416270/
© 2013 EVANTAGE CONSULTING
EXAMPLES OF NUGGETS • ParScipants struggled to find the login.• Unexpectedly, parScipants engaged in horizontal scrolling behavior and expressed that they preferred it.
• Racquetball and kids camps showed a very strong relaSonship.
• Everyone found yoga on the first try.
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HOW DO I DELIVER THE FACTS IN COMPELLING WAYS?
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TELL A COMPELLING STORY“The next Sme you struggle with gerng people on board with your projects and ideas, simply tell them a story... ...storytelling is the only way to plant ideas into other people's minds.”
Leo WidrichThe Science of Storytelling: Why Telling a Story is the Most Powerful Way to AcSvate Our Brains(h2p://lifehacker.com/5965703/the-‐science-‐of-‐storytelling-‐why-‐telling-‐a-‐story-‐is-‐the-‐most-‐powerful-‐way-‐to-‐ac\vate-‐our-‐brains)
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CONNECT THE DOTS... IN THE STUDY
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ParScipants do not feel
confident about the purchaseParScipants spent a lot of Sme
going back & forth between the PLP and the PDP.
ParScipants commented size and fit are the most important consideraSons when buying something like this online.
ParScipants were reluctant to add items to their cart.
CONNECT THE DOTS... OUTSIDE THE STUDY
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User Research
Stakeholder Interviews
CompeVVve Analysis
Web AnalyVcs
Findings in Context
© 2013 EVANTAGE CONSULTING
TAKE 10 MINUTES...• Look for the nuggets in your study.
• Start connecSng dots and forming a story.
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http://www.flickr.com/photos/33909700@N02/3159761620/sizes/o/in/photostream/
HOW DID THAT GO?WHO WANTS TO SHARE?
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http://www.flickr.com/photos/jakecaptive/3205277810/sizes/l/in/photostream/
THOUGHTFUL PAUSEUser research does not uncover everything.
We should manage our client’s/team’s expectaSons.
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OUR AGENDA
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1:00 Learn about user research and select your technique1:30 Learn your technique2:00 Design & conduct your study (take breaks as needed)3:15 Document & Present your findings 3:45 Wrap up
WRAP UP
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WHEN SHOULD I HIRE EXPERTS?
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© 2013 EVANTAGE CONSULTING
WHEN SHOULD I HIRE EXPERTS?
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Access to UsersTi
me
& B
udge
t
FORMALPRIMARY
FORMALSECONDARY
INFORMALSECONDARY
INFORMALPRIMARY
© 2013 EVANTAGE CONSULTING
WHEN SHOULD I HIRE EXPERTS?
100
When you need...• Dedicated resources• Specialized experSse• Help to avoid mistakes• External perspecSves• A fresh set of eyes• An objecSve point of view• Help negoSaSng differences of opinion• Training
Adapted from: h2p://www.fresh-‐sprouts.com/2011/04/when-‐to-‐hire-‐consultants/
h2p://www.planning.org/consultants/choosing/part1.htmh2p://managementconsulted.com/consul\ng-‐skills/6-‐reasons-‐why-‐companies-‐hire-‐management-‐consultants-‐
that-‐charge-‐2-‐million-‐for-‐3-‐months-‐of-‐work/h2p://www.nonprofi\nclusiveness.org/why-‐hire-‐consultant-‐0
GUIDING PRINCIPLES
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h2p://www.flickr.com/photos/ekilby/2484798276/sizes/o/in/photostream/
GET USER INSIGHT EARLY & OFTEN
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h2p://www.flickr.com/photos/ericmcgregor/346990046/sizes/m/in/photostream/
FOCUS ON THEHEAVY HITTERS
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h2p://www.flickr.com/photos/supersonicphotos/4483487579/sizes/l/in/photostream/
SOMETHING IS BETTER THANNOTHING
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© 2013 EVANTAGE CONSULTING
RECOMMENDED READING
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h2p://www.flickr.com/photos/thuanygabriela/4818584778/sizes/l/in/photostream/
THANK YOU MINNEWEBCONYOU ROCK!!!
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@MATTHEWJDOTY