Research Traps: 7 ways of thinking that keep you from doing great customer research
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Presentation given at the joint Silicon Valley UPA/ BayCHI Usability Engineering BOF on September 16, 2008 in Mountain View, CA. The slides are from a talk about common traps that professional usability researchers make. It also includes suggestions for how to avoid the traps.
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Research Traps: 7 ways of thinking that keep you from doing great customer research
- 1. Research Traps: 7 ways of thinking that keep you from doing great customer research Wendy Castleman Principal User Research Scientist To be presented at the UPA/BayCHI Usability BOF, September 16, 2008
- 2. Who am I?
- 6. Those shortcuts become research traps
- 7. Awareness
- 10. Meet Elsie
- 11. What do you think happened? I lived here I moved here
- 12. Habit We tend to do things the way we usually do
- 13. New project? Sure, I can run a usability test!
- 14. Habit Trap Can lead us to do the wrong research Your favorite research method may not be the best way to learn what you need to know
- 15. The best way to find that out would be a site visit…
- 19. Hi guys! Wanna be in a study?
- 21. Junior League of Palo Alto
- 23. What is the rule? 2, 4, 6, 8, ___ Hypotheses: Each value must be 2 higher than the one before. How do you test this hypothesis? Actual Rule: Each value must be any number bigger than the one before.
- 25. Try out our new idea for an iPhone application!
- 27. Try out each of these iPhone applications!
- 31. As I suspected! 25% of users can’t do that task!
- 33. Quicken used by small business
- 35. In American English are there more: There are 3x as many words with “K” in the 3 rd position
- 37. Availability Trap in Research … a lot of people had trouble with that task…
- 39. Hmm… I didn’t realize that happened so often…
- 43. Recency Bias in Research Click “ Continue” Participant 5 Click “ Continue” Participant 4 Click “Done” Participant 3 Click “Done” Participant 1 Click “ Cancel” Participant 2 Most people clicked “Continue”
- 45. Hmm… I didn’t realize that happened so often…
- 47. Weight
- 49. This is the third guy who uses a laptop in his living room. Maybe all men use laptops in their living rooms
- 51. That’s the fourth man who has bought this version. I need to find out how many men buy this…