rethinking user research for social web
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TRANSCRIPT
Shelly2
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The state of the art is a generation oldTime for a new generation of user research methods.
Usability testing isn’t telling us what we need to know for designing for social
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We don’t know how to find out about things we don’t know about
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People don’t live in the world doing one task with one device out of context
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7http://www.pangaro.com/CUNY2008/index.html
8http://www.pangaro.com/CUNY2008/index.html
Methods and measures were probably always imperfect.
But they used to be enough.
No more.
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Everything is different now.But not different. All this has happened before.
The nature of being online is socialIt always has been.
11http://www.flickr.com/photos/holeymoon/
Scale is a game changerCaution: large sample sizes
12http://www.flickr.com/photos/daguerreotyped/
Tasks aren’t what you thinkActivities = goals that emerge and change
13http://www.flickr.com/photos/jeremybrooks/
Satisfaction is correlated with task completionInstead: control, engagement
14http://www.flickr.com/photos/litebriteneonstudio/
Users continuously design your UI in real timeWorkarounds = hacks
Etiquette and norms
15http://www.flickr.com/photos/juleshabib/
Social is about context.
And relationships.
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Methods are not robust for understanding context and relationships.
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Decision sciencesAnthropology
Psychologies
Behavioral economics
Psychobiology
Social neuroscience
Communication sciences
Sociolinguistics
Organizational behavior
Sociology
Social networks
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Cultivate polymaths
The most successful user research methods for SxD combine field and testing techniques
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Methods
Reviewing online profiles, connections in groups in interviews
Stories of how you met
Multi-user sessions with people who have strong and weak ties
Video diaries with retrospective review
Experience sampling with SMS
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recruiting, prep, session, analysis
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Takes more time
Takes strong research designrather than templated, commodity usability testing
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Takes deep thinkingabout questions to answer, and what
the evidence will be that you have answers
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Takes study of cohesiveness dynamics
collaboration, connections, networks, relationships
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Where are you with planning?What we asked answered a business question
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Who do you ask when you don’t know?Should have asked about context and relationships
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Would have told usWho is part of planning and deciding
Who is trusted
Why these people are important
Why they are trusted
How planning happens
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To build a model that supports life
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Rethinking user researchWe’re not getting the answers we need.
Experimenting is limited because we’re pressured to go to market.
We’re looking for things we know about, using old fashioned tools.
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We’re missing things we don’t know about.
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It’s time to rethink user research for
the new (old) social web
