book

UX Research

by Brad Nunnally, David Farkas

November 2016

Beginner

258 pages

5h 40m

English

O'Reilly Media, Inc.

Audiobook available

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Assumptions This Book MakesContents of This BookO’Reilly SafariHow to Contact UsAcknowledgmentsFrom BradFrom DavidFrom Us Both
Research in ManufacturingIndustrial EngineeringAutomobilesHuman FactorsThe Golden TriangleAnalytics and Lab CoatsGOMSGOMS definedGOMS in practice: Keystroke-Level ModelingComputers, the Web, and TodayField Research Takes RootThe Backgrounds That Led to UX ResearchParting Thoughts
Why Are Good Questions So Hard?The Role of Questions in ResearchHow Good Questions Go WrongLeading questionsShallow questionsPersonal biasUnconscious biasKnowing When to Break the RulesYears of Practice and Failure to MasterThe Basic Structure of a QuestionThe SetupArea of InquiryLadderingSegue to Next QuestionWriting Your QuestionsRelate Back to Research GoalsOpen Up Additional Areas of DiscussionProgress the Overall ConversationHow to Use Different Types of QuestionsProcessExplanationDescriptionTime BasedFrustrations/HurdlesIdeals/DreamsHow to Practice Asking QuestionsCoworkers and Dry RunsExercise: Brainstorming QuestionsParting Thoughts
Quantitative Research by the NumbersWhere Do I Find Quantitative Research?What Quantitative Research Is NotThree Focuses of ResearchInsight-DrivenEvaluativeGenerativeTypes of Research MethodsSystem AnalyticsSurveysTree JackingEye TrackingA/B TestingCard SortingAdditional MethodsQuantitative Methods: When and WhereQuantitative Methods: When to AvoidExercise: Getting to Know Quantitative ResearchParting Thoughts
Qualitative Research: Can You Feel It?Where Do I Find Qualitative Research?What Qualitative Research Is NotThree Focuses of Research, RevisitedInitial PlanningLandscape analysisHeuristic reviewsDiscovery and ExplorationContextual inquiryProduct Testing and ValidationModerated product validationUnmoderated product validationParticipatory DesignAdditional MethodsQualitative Methods: When and WhereQualitative Methods: When to AvoidQualitative and Quantitative: A Match Made in HeavenData-Driven PersonasData-Driven Customer JourneysData-Driven DesignExercise: Getting the Feel for Qualitative ResearchParting Thoughts
Quantitative and Qualitative: How to ChooseWhat Are Your Questions?Stakeholder NeedsSample SizeSample LocationBudgetTimelineMixing and Matching MethodsWhat Works WellWhat Doesn’t Work WellExercise: Choosing an Effective MethodParting Thoughts

Planning Session LogisticsSession PrepSession setupPaperwork reviewParticipant familiarizationTech checkObserver orientationSupplies listSession CleanupResetting yourselfTravel ConsiderationsLunchTrafficRemote ChallengesTraining participantsSupporting DocumentationWelcome KitWhat and whyTeam membersPoints of contactLogisticsResearch GoalsWhat will be learned?Why do you need to learn it?What’s your hypothesis?Discussion GuideOpening scriptScreener recapResearch questionsConsent FormsNondisclosure agreementsPermission to recordPermission to quoteHonorariumCashGift cardsFree productReceiptsParting Thoughts
Participant IdentificationPast Qualitative ResearchCurrent Analytic ReportsCustomer SegmentsUser ProfilesBreaking down profilesIdentifying key behaviorsRecruitment ScreenerWhat Screeners Look LikeBasic DemographicsBehavioral DemographicsQuotasRecruitment MethodsInternal Versus Public RecruitingSelf-RecruitingCold callingIn-person interceptsOutsourcing RecruitingThird-party recruitingClient-based recruitingSchedulingBackupsNo showsDudsRecruitment ChallengesI Don’t Have Users...YetSmall Target AudienceCommon Lies We Tell OurselvesEveryone is a userEverything is a secretExercise: Priming Your ScreenerParting Thoughts
Rules of EngagementDefining Your RolesModerator and note takerTeacher and studentObserving ResearchObserver roleGround rulesDry RunsPractice Makes PerfectEmbrace ChangeSession Flow and FacilitatingAddress the Formalities FirstConsent formsHonorariumsStart SlowBuild to ComplexityMain tasksFailure is okayCoffee Talk: Time for DiscussionObservers’ inputParticipants’ inputEnding a SessionExercise: Meeting PrepParting Thoughts
Host and Guest NormsDress Appropriately for Office VisitsBe a Gracious Guest During Home VisitsRespect Participants’ Personal SpaceDon’t arrive too earlyLeave no trace behindFollow Screen-Sharing Best PracticesCultural ConsiderationsSet the Right ToneKnow When to Call “Scene”Small Talk MattersPriming QuestionsTaking NotesPen and paperDigital notesWarming UpExercises: Making Small TalkOffice Small TalkCoffee TalkParting Thoughts
What Is Improv?Improv for the MassesRules of ImprovEverything Is True“Yes, And...”Stop Trying to Be FunnyFive-Word Warm-UpFailure Is OKOnly QuestionsListen to the SceneDinner PartySupport Your PlayersEvil TwinLocation, Location, LocationBodystormingRaise the StakesI’d Rather NotYield to the Strongest OfferSlide ShowYou Are Not the StarSit-Stand-LeanRemember EverythingCount to 100Practical Uses of ImprovImprov in DesignSalesPresentationsIdea generationWorkshopsImprov in ResearchBuggy technologyDud participantsDiscussion guide challengesExercise: Simplifying Through ImprovParting Thoughts
Soft Skills Are HardWhat Are Soft Skills?Why Soft Skills MatterSoft Skills Can Be LearnedMastery Through PracticeBody LanguageWhat Is Body Language?Why Body Language MattersHow to Use Body LanguageParticipants’ body languageYour body languageMirroringKey Body SignalsMicroexpressionsWhy Microexpressions MatterHow to Use MicroexpressionsKey ExpressionsCultural ImplicationsDo Your HomeworkCome from a Place of RespectExercise: Reading Nonverbal CommunicationMimicryObservationInquiryParting Thoughts
What Are Debrief Sessions?Planned Debrief SessionsAd Hoc Debrief SessionsWhy Debrief?Validate GoalsKeep the Home Office InformedModerated research initiativesRemote research implicationsQuantitative research implicationsKeep clients informedKeep the team informedTrack Highlights in Real TimeSpreadsheetsAffinity diagramsDigital affinity diagramsHighlight reelDebrief Informs IterationResearch in the OpenMitigate RiskExercise: Discussing ObservationsParting Thoughts
Why Bother with Analysis?Manufacturing and EngineeringGame DesignAnalysis in Product DesignWhat Is a Data Point?Quantitative data pointsQualitative data pointsUsing Data PointsHow to codeDealing with repeatsAssigning multiple homesDifferent points of viewWhen data points disagreeMeasuring Data PointsSetting Aside TimeMethods of AnalysisAffinity DiagramsQuadrant MappingFrequency MappingSpectrum AnalysisInsights Inform the Design ProcessDesignStrategyCommunicating InsightsExercise: Performing a Candyland AnalysisParting Thoughts
Modes of PresentingExecutive SummaryFull ReportVideo and AudioParticipant QuotesResearch Artifacts and DiagramsExperience mapsPersonasMind mapsUser flowsSwim lanesMental modelsSeverity scalesClick mapsActionable recommendationsChange logsDesign specificationsImportance of Different ModesReportingMaking the ROI CaseUsing Different Forms of StorytellingUsing the ArtifactsTeam UseCapture immediate value with actionable tasksProject long-term value with product roadmapsStakeholder UseInclude stakeholder observationsIntegrate stakeholder interests and opinionsRemove yourselfExercise: Structuring the Research ReportParting Thoughts
Research Starts with QuestionsWhat Do We Think We Know?What Do We Want to Know?Research Is OngoingPlan Your Next EffortsDive DeeperResearch Is IntegratedProduct developmentProduct roadmapBusiness strategyTeam cultureResearch Is a LifestyleIncreasing nimblenessParting Thoughts

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About the Authors

Brad Nunnally is a User Experience Designer out of St. Louis, MO. He regularly speaks on research methods, design techniques, and strategy. For the last decade, his work has included research, modeling, design, and testing. Over the course of his career, he has helped clients in the financial, healthcare management, public utilities, and pharmaceutical management industries identify user needs and develop engaging experiences based on those needs.

David is a User Experience Designer in Philadelphia, PA. David started his career in-house, has worked in consultancies of all sizes, has had opportunities to craft the design process within an organization, and has also adopted and evolved existing paradigms. His experience includes a range of financial services systems, business systems, and e-commerce and cross-channel platforms.