4. 5
FREE YOUR MIND
“Iterative development of user
interfaces involves steady
refinement of the design based on
user testing and other evaluation
methods.”
http://www.nngroup.com/articles/iterative-design/
16. 19
WHEN TO USE WHAT METHOD?
What do we know?
User Interviews
Contextual Inquiry, Field Studies & Ethnography
Diary & Journal Studies
Benchmark Usability Tests
Card Sorting
Surveys
How did we do?
Usability & Concept Tests
Eye Tracking
A/B & Multivariate Tests
Data Analysis
How are we doing?
Usability & Concept Tests
Eye Tracking
Diary & Journal Studies
17. 20
WHEN TO USE WHAT METHOD?
Question
Stage
Method
User Interviews
Contextual
Inquiry &
Ethnography
How do our users do [behavior or task]?
Learn
How should we organize our content so that people can
find what they need?
Learn
Card Sorting
What can we do better than our competitors?
Learn
Benchmark Usability Test
Build
Are users focusing on the part of the screen we want them
to focus on?
Meas
Eye Tracking
18. 21
WHEN TO USE WHAT METHOD?
Question
Method
Build
Is our mobile app easy to use on the go?
Stage
Field Studies
Meas Diary/Journa
ure l Studies
Build
Can our users easily add items to their shopping cart?
Meas
ure
Usability Test
What’s the best way to get people to add something to
their cart?
Measure
A/B or Multivariate Tests
Learn
37. ACTIVITY: Dive in
OBJECTIVES
1.Create a script
2.Pair
GROUPS
30 MINUTES
3.Each person interviews the other. Switch
4. Report back to the group what you
learned
5.Make a top ten
Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
don’t show this slide
Useful for gathering quantitative data
For example, understanding how many people XYZ
Don’t use for qualitative
Better understand user’s behavior
Often create personas based on data gathered - one type of model
Interviewees are interviewed in their context, when doing their tasks, with as little interference from the interviewer as possible.
Data should be gathered during interviews with little or no analysis, interview should result in raw data.
Discovery
Design
Implementation
Iteration
Important: knowing what method to use depends on the questions you have at any given point in a project, product, or business
Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
Important: knowing what method to use depends on the questions you have at any given point in a project, product, or business
Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
don’t show this slide
The thing about “lean” is it’s just another way of just saying “good” UX. UX is always about using the best tools and methods to produce the best outcome as efficiently as possible.
But lean has gotten everyone to really hone in and focus on outcomes and desirability rather than just usability:
What’s the bare minimum design we can test and measure?
What is the bare minimum data we can gather to know we are or are not on the right track?
Desirability and viability over just usability:
“Would you pay for this?”
“Would you sign up for this?”
Use this slide for a probing question at the beginning of a discussion or a point you’re trying to make.
It’s not about what people WANT or LIKE, it’s about how they behave.
If Ford was doing his due diligence, he would NEVER have asked people what they want – he’d observe how they behave and design a better solution. He did.
LISTEN
Show empathy
Don’t answer questions with direct answers
-- Boomerang questions with more questions
LISTEN
No joke. Put people AT EASE.
Also, tell participants that you won’t offend them
Cannot emphasize this enough.
Take good notes!
-- Ideally work in pairs – no more than two people
Save good quotes
Report on trends, not outliers
Prioritize issues – you can't fix everything (more on that later in the semester when we talk about feature prioritization)
Structure interviews for no more than 45min with breaks in between for debriefs and breathing
for ethnography, interviews, etc:
- analysis, coding
- personas, etc. (personas later in the semester?)