12. #GRMethods ¦ @russu
“
Market Research is what you do when
your product isn t any good.
Edwin H. Land, Polaroid
(invented instant photography)
http://5election.com/2010/11/20/edwin-herbert-land-polaroid-company/
14. #GRMethods ¦ @russu
“
It is a body of unconventional ways of pursuing
conventional goals. It is a proven method of
gaining insight
achieving profits with minimum money.
Jay Conrad Levinson
Source: http://gmarketing.com/
15. #GRMethods ¦ @russu
“
Guerrilla methods are faster, less rigorous, less
expensive versions of their non-guerrilla cousins.
They offer an acceptable trade-off between rigor and
cost-effective techniques.
- Russ Unger & Todd Zaki Warfel
20. #GRMethods ¦ @russu
“
I can t make multi-million dollar
decisions based on information
from 8-12 people.
Todd s Client
(a big telco & media company)
21. #GRMethods ¦ @russu
“
We look for what we call
the point of least astonishment.
Jared Spool
Photo: John Morrison
22. #GRMethods ¦ @russu
Change the Argument.
This is About Points of Data.
NOT Number of People.
25. #GRMethods ¦ @russu
“
For me, this means testing in the
field with a minimum of time,
budget and fuss so that this kind of
activity and the insight it provides is
Duckett
Photo by Tim
available to pretty much any client/
budget/timeframe.
Leisa Reichelt
Source: http://www.disambiguity.com/guerrilla-research-recruitment/
26. #GRMethods ¦ @russu
“
My boss is an anthropologist and
she won t let me come to this
workshop.
She says guerrilla methods aren t
reliable.
UX Week Workshop Walk-by
27. #GRMethods ¦ @russu
“
Many of our current
ethnographic methods
were once considered
guerrilla.
Ginny Redish
Source: http://www.disambiguity.com/guerrilla-research-recruitment/
29. #GRMethods ¦ @russu
Research...
• Provides the ability to inform design
• Uncovers how users think and behave
• Validates assumptions / removes bias
• Shows the difference between intention and reality
• Provides direction and data instead of opinion or
speculation
30. #GRMethods ¦ @russu
Guerrilla Research...
• Faster
• Lower-cost
• Less effort
• Providing sufficient insight to make informed decisions
• Just enough rigor to determine that a problem exists
31. #GRMethods ¦ @russu
And ALSO...
• Have a time and a place
• Have a purpose
• Won t replace traditional/non-guerrilla methods
32. #GRMethods ¦ @russu
“
Some good research is better than none.
Yes.
This.
- Russ Unger & Todd Zaki Warfel
34. #GRMethods ¦ @russu
• Man on the Street • Unmoderated Testing
• Burrito Lunch • Remote Usability Testing
• RIPS / RITE • Mobile Testing
• User/ Browser Role Playing • Empathy Maps
• Body Storming • Design the Box
• A/B Testing • Design Studio
46. #GRMethods ¦ @russu
A:B Testing
gh er
h i
5 0% on
r si
onve
c
Big Takeaway
A female model more than doubled conversions for this
Norwegian landing page.
Image Source ABTesting.com
61. #GRMethods ¦ @russu
Hotel Check-in/Check-out System
• People want to check-in & check-out of rooms
• System should manage room-based expenses
• System should function with or without a device
• Concierge-like service options
62. #GRMethods ¦ @russu
We re Getting a Little Kuniavsky Up In Here
• Define Audience & Goals
• Create Tasks to Address Goals
• Recruit People
• Watch Them Performing Tasks
Source: Observing the User Experience ¦ Mike Kuniavsky
63. #GRMethods ¦ @russu
This is How We ll Do It
• Create a Team Poster
• Create Empathy Map
• 6-8-5
• Generate Tasks
• Recruiting and Testing
• Present Findings
Image Source: http://www.eurweb.com/wp-content/uploads/2010/11/MontellJordan-01-big.jpg
73. #GRMethods ¦ @russu
Hotel Check-in/Check-out System
• People want to check-in & check-out of rooms
• System should manage room-based expenses
• System should function with or without a device
• Concierge-like service options
76. #GRMethods ¦ @russu
Generate 2-3 Tasks to Test with Participants
• Tasks should focus on primary requirements
• Tasks should NOT lead users to the right path
• Tasks should allow for exploration by the user
86. #GRMethods ¦ @russu
Guerrilla Methods...
• Have a time and a place
• Have a purpose
• Won t replace traditional/non-guerrilla methods
• Some good research is better than none
87. #GRMethods ¦ @russu
Also...
• Faster
• Lower-cost
• Less effort
• Providing sufficient insight to make informed decisions
• Just enough rigor to determine that a problem exists
88. #GRMethods ¦ @russu
Design Studio
• Quantity over quality (6-8-5 by TZW)
• Pitching and critiquing / Validate against requirements
• Group/Team collaboration
Design Testing
• Can get results with a limited set of users
• Doesn t (always) need to be done in a lab
• People like candy and LOVE to be listened to
