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The User Is Always Right (Usually): 4 User Research Methods That Get Results

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Information about The User Is Always Right (Usually): 4 User Research Methods That Get...
Business & Mgmt

Published on March 7, 2014

Author: MichaelHartman2

Source: slideshare.net

Description

Whether you’re building a new experience from the ground up or looking to improve an existing site, involving users in the design process is crucial. Their insight guides you to create an experience that meets both their needs and your organization’s goals.

In this session, we’ll cover the most common user research tools used to gain insight on what users want, what’s working well on your site and where you need to make improvements.

Having conducted over 1000 hours of user research and usability studies, we’ll share our processes and techniques for conducting user research, including which approach to use and when to use them in the design process. The approaches covered in this session are:

In-depth user interviews
Card sorting/tree testing exercises
Usability studies
Heuristic analysis
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The User is Always Right (Usually) 4 Research Methods That Get Results CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

® A little about me • • • Technology and Usability Director at Sandstorm Design 15 + years building websites Drupal user since version 4.7 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

® A little about Sandstorm • • User Centered Design Industry Expertise • • • • • Healthcare Finance Manufacturing Government Drupal developers and users CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

® What We’ll Cover 4 User Research Tools • In Depth User Research • Card Sorting / Tree Testing • Usability Studies • Heuristic Analysis CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

® For Each Approach • • • • What it is When to use it Process for putting into practice Tips and insights for success CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

® What We’ll Cover • • • • In Depth User Research Card Sorting / Tree Testing Usability Studies Heuristic Analysis CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

In Depth User Interviews EXPLAINED Talking with your users one on one to uncover use cases and requirements. •Content • • • requirements Functional requirements Uncover user goals, use cases and needs Opportunities to meet previously unknown needs CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

In Depth User Interviews RESULTS • • • • User stories and requirements Personas Allocate budget to most beneficial functionality Align organization goals with user goals CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

In Depth User Interviews WHEN • • • First step in design process Anytime is better than never If you haven’t spoken to your users yet, do it now CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

In Depth User Interviews PROCESS 1. 2. 3. 4. 5. 6. Identify research goals Identify your user groups Write protocol Recruit and schedule Conduct interviews Analyze results, user stories, requirements, personas CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

In Depth User Interviews HINTS 1. 2. 3. Ask a mix of open-ended questions, behavior based questions and quantified questions Allow space for follow up and probing Be consistent CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

® What We’ll Cover • • • • In Depth User Research Card Sorting / Tree Testing Usability Studies Heuristic Analysis CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Card Sorting and Tree Testing EXPLAINED Build a user centered site structure and navigation. •Create • • • a new navigation system and menu structure Test an existing navigation system and menu structure Identify user-centric labels for your navigation and content 1-2 weeks CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Card Sorting and Tree Testing WHEN • • At the beginning of the design process Anytime you realize your current navigation sucks CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Card Sorting and Tree Testing PROCESS • • • • Identify / catalog your content Chose sample of content for testing Conduct the study – online or in-person Analyze results and build your new navigation CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Card Sorting and Tree Testing TIPS • • • • Large sample size Test with real users (not stakeholders) The online tools are worth the cost Plug for optimal workshop / uxpunk CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

® What We’ll Cover • • • • In Depth User Research Card Sorting / Tree Testing Usability Studies Heuristic Analysis CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Usability Testing EXPLAINED Watch your users in action. Identify trouble spots you can’t see. •Sit in a room, with your users (one at a time) watch them use your site. •1 day of testing with 6 – 8 users will uncover 80% of the usability issues present •Test forms and processes •Test mobile and touch devices CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Usability Testing RESULTS • • • • Identify confusing or unclear language and navigation labels Identify confusing or broken processes Identify inconsistencies between multi-device versions of your site (mobile, tablet, desktop) Identify issues with the “findability” of content CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Usability Testing WHEN • • Early and often ….but definitely before launch CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Usability Testing PROCESS • • • • • • Identify the goal of your study and key tasks Identify your users and participant criteria Write test protocol Recruit users Conduct study Analyze results and make improvements CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Usability Testing TIPS • • • • Focus on conversion points Allow room for follow up questions and clarifications Don’t interfere; observe Test mobile, touch and desktop experiences CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

® What We’ll Cover • • • • In Depth User Research Card Sorting / Tree Testing Usability Studies Heuristic Analysis CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Heuristic Analysis EXPLAINED A review of your site by a usability professional. Benchmark your site against usability best practices. •A checklist of heuristics with pass / fail / needs improvement scoring •Reasonable substitute for a usability study when it’s not possible to recruit users •Check for 508 compliance CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Heuristic Analysis RESULTS • • • Identify usability issues when testing with real users is not possible Checks for site structure, 508 compliance, SEO best practices, etc Benchmark your site against recognized usability standards CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Heuristic Analysis WHEN • • • Early and often When you don’t have time or budget for a usability study When your site needs to meet certain compliance standards (508 or WCAG 2.0) CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Heuristic Analysis PROCESS • • • • Define heuristics, several good lists available online Conduct analysis, when practical have multiple people review the site Write test protocol Analyze results and make improvements CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Heuristic Analysis EXAMPLES • • • • • • • • Are navigation and page titles easy to find and use? Are links easy to identify? Are font sizes and spacing easily readable? Is the color contrast between design elements stark enough for easy legibility? Is it clear what each action does? Is it clear what path to take? Are error messages clear and easy to understand? Does the site work well on multiple devices and smaller screens? CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Heuristic Analysis TIPS • • Several good checklists available online Don’t over-think it, your gut and instincts will guide you CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Pitfalls to Avoid • • • Testing with stakeholders, developers or content owners Not talking to your users Not testing CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

Questions? CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13 CONFIDENTIAL: PREPARED BY SANDSTORM® / sandstormdesign.com / 773.348.4200 / 7.26.13

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