understanding your audiences | ux research
TRANSCRIPT
MAY 29, 2015
and building stuff they can actually use
Understanding YOUR AUDIENCES
@circlish #ux #understandingaudiences
COURTNEY CLARKSenior User Experience Designer@circlish • [email protected]
Today’s ObjectivesProvide an overview of best practices for better understanding your target audiences, and using that understanding to design tools and systems that are easier for them to use.
Avoidable MistakesSteve Kroft60 Minutes
I’m just kind of amazed that they’re building this, what’s gonna be a multi-billion dollar system for the Border Patrol, and nobody asked the Border Patrol what they needed or wanted, or what would be helpful . . . that’s a pretty big mistake.
It’s a huge mistake, it’s a huge mistake.Mark BorkowskiExecutive Director of the Homeland Security Department’s Secure Border Initiative
from Customers Included
Decision-maker
Policymaker
Clinician
Researcher
Student
Business Owner
Developer
Educator
Graduate Faculty
Journalist Analyst
"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.
User Experience (UX) involves a person's behaviors, attitudes, and emotions about using a particular product, system or service.
User Experience (UX)Definitions
USER EXPERIENCEis how a person feels
when interfacing with a system.
person feels interacting systemhow a when with a
Do you want your audiences:to be enjoy themselves
to be able to use it
to navigateto trust you
to return
to be able to complete task
Design an experience that
helps your audience complete their task without problems.
Design an experience that
helps your audience complete their task without problems.
who
what
potential issues
IDENTIFY YOUR AUDIENCES Step 1
PhysicianLaptopPoor ConnectionFloating ClinicSitting
NurseTabletSteady ConnectionOperating RoomStanding
PatientTablet? ConnectionHomeSitting, 1 hand
Language(s) SpokenTerminologyWorkflow / Other TasksEnvironmentLocation of UseDistractionsEducation LevelColleagues that will assistSecurity and Logins
?
If you’re targeting everyone, you’re targeting no one.
OUTLINE AUDIENCE SPECIFICS Step 2
Example Personas
Personas may include:The Basics● name● photo● demographic info● location● tech savviness● device usage
Behaviors ● motivation● goals● concerns
ScenariosAs a [audience type], I want to [task] so that I can [goal].
HHS Personas
HHS Personas
USA.gov Personas
USA.gov Personas and description
NCI Personas
NCI Personas and description
It’s not about features. We’re trying to
understand audience circumstances first.
Farm to School
What would Ann need?
Farm to School
What would Ali need?
Farm to School
What does Gail need?
Prioritize.Prioritize.Prioritize.
RESEARCH TACTICS & TOOLS Step 3
User Experience Research Methods
SurveysDO● keep it short
(<15 questions)● ask specific and open
ended questions
DON’T● ask too many
questions● focus on
preferences too much
quantitative info, checking assumptions
GREAT FOR
LEVEL OF EFFORT
AnalyticsDO● install analytics● look at trends over
months and years● look at engagement
(time on page, depth of visit, completion, etc)
● identify low time on page, high bounce rate
DON’T● expect answers
regarding “why”
qualitative info, current state, ID problem areas
GREAT FOR
LEVEL OF EFFORT
InterviewsDO● ask open ended
questions● ask scenarios when
they would use the system
DON’T● ask leading
questions● ask about feature
preference
qualitative information, asking “How?” and “Why?”
GREAT FOR
LEVEL OF EFFORT
People can’t verbalize what they want.
Usability TestingDO● ask what them to
“think aloud”● ask if they were able
to complete their task● ask the same question
in multiple ways
DON’T● instruct or help● lead them● tell them they
didn’t answer correctly
evaluating the design or product
GREAT FOR
LEVEL OF EFFORT
Field StudiesDO● go to the place where
they use the system● observe and take notes● be aware of
surrounding environment
DON’T● interrupt● instruct or help● draw attention to
specific issues
understanding environment, unmet needs
GREAT FOR
LEVEL OF EFFORT
USING THE RESEARCH Step 4
PersonasHELP● convey the user’s state
of mind● the team understand
the audiences● educate new
stakeholders● provide an easy way to
check design decisions
outlining audience types
GREAT FOR
LEVEL OF EFFORT
SketchingHELPS● get ideas on the
page quickly● collaboration with
your team● work out solutions
early
generating and confirming ideas quickly
GREAT FOR
LEVEL OF EFFORT
WireframesHELP● provide blueprints for
designers and developers
● define the framework and structure
● define page types● you plan for content
creation
defining layout and hierarchy
GREAT FOR
LEVEL OF EFFORT
PrototypesHELP● clarify workflows● get closer to the real
experience since you can click-through
experiencing without full build
GREAT FOR
LEVEL OF EFFORT
Journey MapsHELP● identify online and
offline experiences that are part of the whole journey
● identify areas where the user might be derailed
outlining WHOLE experience
GREAT FOR
LEVEL OF EFFORT
PRIMARY GOALS OF
DELIVERABLESGain Understanding
Confirm Assumptions
Get Buy-in Clarify Design Path
DON’T make deliverable for the sake of making a
deliverable.
GET STARTED! Step NOW
It’s never too late.No project is too small.
Think
Make
Check
ideationsurveysinterviewsfield studies personas
wireframesprototypesjourney mapsinteraction designusability testing
analyticsa/b testing
START
MIDDLE
END
Some UXis better than
no UX
TAKE AWAYSIf you remember
anything...1. User Experience (UX) helps you
build the right thing for the right audiences. 2. Start by answering the question:
“What does our audience need?”3. There are user experience research and tools
for every project stage.
4. Some UX is better than no UX.
ResourcesUsability.govhttp://www.usability.gov/
Boxes and Arrowshttp://boxesandarrows.com/
UX Boothhttp://www.uxbooth.com/
Jakob Nielsen’s Alertbox E-Newsletterhttp://www.nngroup.com/articles/subscribe/
UX Meetupshttp://www.meetup.com/User-Experience-Professionals-Association-DC-Chapter/
Don’t Make Me Think: A Common Sense Approach to Web Usabilityhttp://www.amazon.com/Dont-Make-Think-Revisited-Usability/dp/0321965515
The User Experience Team of Onehttp://www.amazon.com/The-User-Experience-Team-One/dp/1933820187
