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Lean UX Research methods

KP Ludwig John

Lean UXResearch methods


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Already existing

• Personas • Context of Use • Hypothesis

Preconditions

Goalto validate your hypothesis to validate concepts, functionalities, design

!Research QuestionStep 1:


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• clear statement• short and specific!• What are you interested in to find out (exactly)?• Which function do you want to evaluate?

Example

Research QuestionNO GENERAL REMARKS like

• user friendly• intuitive• do they like it

Formulate task oriented and verifiable

X


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Research Question Example

Source: HSA - IMS.UX 2017; Compare 3 LayOuts ; by Team xperience

Which LayOut is best?


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Source: HSA - IMS.UX 2017; Compare 3 LayOuts ; by Team xperience

Which LayOut is best?

Criteria of Success

Perception: How fast are users abel to extract relevant information?

Memorability: Are Users able to remember what they have seen?If users can remember more details … the layout is better.


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Source: HSA - IMS.UX 2015; KHG-mobile App ; by Team UX-Inc.

smart phone App - Push Notifications


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Research Question


How to test?(MVP / research method)

Discuss and suggest

Example

2 minutes

smart phone App - Push Notifications

?


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Research Question


Examplesmart phone App - Push Notifications


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Research Question


Simulation of Interaction by Texting (SMS) is MVP (not method)

Research Method: Questionnaire

Examplesmart phone App - Push Notifications


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Research MethodsOverview

Qualitative Quantitative•describes the qualities or characteristics of something

•provide details about human behavior, emotion, and personality characteristics

•helps to understand why people do the things they do

•any research that can be measured

•provide data that can be expressed in numbers

•answers questions like “How many people clicked here”

Reference: http://www.uxmatters.com/mt/archives/2012/09/strengths-and-weaknesses-of-quantitative-and-qualitative-research.php

Questionnaire?

http://www.uxmatters.com/mt/archives/2012/09/strengths-and-weaknesses-of-quantitative-and-qualitative-research.php


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Reference: http://www.fao.org/docrep/w3241e/w3241e05.htm

QuestionnaireApproaches

Example: Interviewing the head of the household to find out how decisions are made within the family when purchasing breakfast foodstuffs

A formal questionnaire may restrict the discussion and prevent a full exploration of the processes.

Instead prepare a brief guide, listing perhaps ten major open-ended questions …

Exploratory questionnaire: • collection of qualitative data• no statistically evaluation• probably no formal questionnaire needed

http://www.fao.org/docrep/w3241e/w3241e05.htm


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Reference: https://chaione.com/blog/ux-research-standardizing-usability-questionnaires/

QuestionnaireApproaches

Benefits: Quantification: Standardized measurements

Generalization: generalizing a finding from a sample to the greater population.

Communication: easier to communicate findings by referring to standardized metrics.

Quick Comparisons: it’s easy to compare different design iterations throughout the development process.

Formal standardized questionnaire: • to test and quantify hypothesis• to be analyzed statistically

https://chaione.com/blog/ux-research-standardizing-usability-questionnaires/


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Source:IMS.UX 2015, KHG-App; Team Taube

Questionnaire

Example


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Source: http://www.surveysystem.com/sdesign.htm

QuestionnaireBasic types of questions


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Source: http://www.surveysystem.com/sdesign.htm

Questionnaire

treated as

Rating Scales / Agreement Scales

multiple choice

multiple choice

numeric


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Questionnaire

https://youtu.be/bi2JMRpL9Ik


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Questionnaire

Source: https://youtu.be/bi2JMRpL9Ik by Chris Gray

How to Create?

Step 1What are your objectives for the survey?Formulated research topics / field

Step 2Find questions to cover them

Step 3Group similar questionsOrder them logically

Step 4Pre-Test your survey with a small sub-group of your audience

https://youtu.be/bi2JMRpL9Ik


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QuestionnaireQuestions - How to phrase?

• easy to understand

• appropriate for your audience

Source: http://uxmastery.com/better-user-research-through-surveys/ by Chris Gray

!This doesn’t mean that they are qualified to answer them, or are able to provide insightful feedback.

People can and will answer just about any question put in front of them


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• One Issue (concept) per questionDon’t combine two in one

(Does climate change exist + politics do not care)


• avoid double negatives or confusing questions

(Don’t you think, this isn’t true?)


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• use balanced rating scales (positive - negative)



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• use open questions

Not: Do you think, that … yes/noBut: To what extend do you agree with the following …

• allow „Don’t Know“ as multiple choice option

• combine multiple choice with Text field for explanations (why, comments)

• keep the survey short



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Questionnaire


When to use Surveys?

• Who your users are• What your users want• What they purchase• Where they shop• What they own• What they think of your brand or product

Effective method for identifying:

Generally: to understand the user


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Questionnaire



• Gathering feedback on a live product or during a pilot

• Exploring the reasons people visit a website and assessing their experience of that visit

In UX context

• Quantifying results from qualitative research activities

• Evaluating usability


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Questionnaire



But

Avoid asking about behaviour!

Because


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https://www.nngroup.com/articles/interviewing-users/

What users say and what they do are different- Jacob Nielsen

Because

The critical failing: You're asking people to either remember past use or speculate on future use of a system.

Human memory is fallible. People can't remember the details of how they used a website, and they often tend to make up stories to rationalize whatever they do remember (or misremember) so that it sounds more logical than it really is.


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https://www.nngroup.com/articles/interviewing-users/

What users say and what they do are different- Jacob Nielsen

Because

This is why Agile development and paper prototyping methods are valuable.

When users have something concrete to interact with, it's usually obvious when you're solving their problems in a way that's easy and pleasant to work with — and equally obvious when you're not.

Users are pragmatic and concrete.

They typically have no idea how they might use a new technology based on a description alone.


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Observation

For Evaluation of UI solutionsthroughout the development processprefer:


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Observation

• Research Question• MVP• Test Scenario

Prepare

Observe how the user is doing

Record, your observations

Run the test

Examples


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Observation Examples Eye tracking (mobile)


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Observation Examples Eye tracking (UX-Lab)


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Observation Examples Video + Eye Tracking


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Observation Examples Eye tracking (generally)

Sophisticated equipment!

Needs detailed preparation and some experienceProduces lots of DataTime consuming Analysis


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Observation Examples Screen Recording


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Observation Examples Screen Recording Desktop Screen Recording

Installed at UX-Lab

https://www.techsmith.com/video-editor.html


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Observation Examples Screen Recording Desktop Screen Android


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Observation Examples Screen Recording

Easy to Use

On any Laptop or smart phoneSoftware available (free Trial Versions or UX-Lab)Moderate Analysis effort


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Observation Examples Thinking aloud + Video (UX-Lab)


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Observation Examples Video observation (in the field)


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Observation Examples Writing


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Observation Examples Writing

No equipment!Just Pen + PaperObserver sits in mid distance (2m) to the test sceneand notes observations throughout the testBest is 2-3 observers at the same timeEasy to handle (instantly, everywhere)Quick to analyse


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MVP Testing

Reference: https://www.interaction-design.org/ux-daily/628/a-simple-introduction-to-lean-ux

User research and testing, by the very nature of Lean UX, are based on the same principles as used in traditional UX environments. However, the approach tends to be “quick and dirty” – results need to be delivered before the next Agile Sprint starts. So there’s much less focus on heavy-duty document outputs and more focus on raw data.

Test methods

https://www.interaction-design.org/ux-daily/628/a-simple-introduction-to-lean-ux


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MVP Testing

Practice

Questions?


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Practice

Create a Minimal Viable Product

Prioritize your Hypothesis

Design a simple experimentfor the first three of it

Deliver

PDF containingHypothesis (prioritized)Sketch / Description of MVP and Test Scenario

hs-augsburg.de/homes/john

ux leanux 6 researchmethods 2019 - hs augsburgjohn/iam-ux/material/... · lean ux research methods...

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