Home Page Icon
Home Page
Table of Contents for
Cover
Close
Cover
by David Farkas, Brad Nunnally
UX Research
Praise for UX Research
Foreword
Preface
Assumptions This Book Makes
Contents of This Book
O’Reilly Safari
How to Contact Us
Acknowledgments
From Brad
From David
From Us Both
I. Introduction
1. The History of Research
Research in Manufacturing
Industrial Engineering
Automobiles
Human Factors
The Golden Triangle
Analytics and Lab Coats
GOMS
GOMS defined
GOMS in practice: Keystroke-Level Modeling
Computers, the Web, and Today
Field Research Takes Root
The Backgrounds That Led to UX Research
Parting Thoughts
II. Planning and Preparation
2. Good Research Starts with Good Questions
Why Are Good Questions So Hard?
The Role of Questions in Research
How Good Questions Go Wrong
Leading questions
Shallow questions
Personal bias
Unconscious bias
Knowing When to Break the Rules
Years of Practice and Failure to Master
The Basic Structure of a Question
The Setup
Area of Inquiry
Laddering
Segue to Next Question
Writing Your Questions
Relate Back to Research Goals
Open Up Additional Areas of Discussion
Progress the Overall Conversation
How to Use Different Types of Questions
Process
Explanation
Description
Time Based
Frustrations/Hurdles
Ideals/Dreams
How to Practice Asking Questions
Coworkers and Dry Runs
Exercise: Brainstorming Questions
Parting Thoughts
3. Quantitative Research Methods
Quantitative Research by the Numbers
Where Do I Find Quantitative Research?
What Quantitative Research Is Not
Three Focuses of Research
Insight-Driven
Evaluative
Generative
Types of Research Methods
System Analytics
Surveys
Tree Jacking
Eye Tracking
A/B Testing
Card Sorting
Additional Methods
Quantitative Methods: When and Where
Quantitative Methods: When to Avoid
Exercise: Getting to Know Quantitative Research
Parting Thoughts
4. Qualitative Research Methods
Qualitative Research: Can You Feel It?
Where Do I Find Qualitative Research?
What Qualitative Research Is Not
Three Focuses of Research, Revisited
Initial Planning
Landscape analysis
Heuristic reviews
Discovery and Exploration
Contextual inquiry
Product Testing and Validation
Moderated product validation
Unmoderated product validation
Participatory Design
Additional Methods
Qualitative Methods: When and Where
Qualitative Methods: When to Avoid
Qualitative and Quantitative: A Match Made in Heaven
Data-Driven Personas
Data-Driven Customer Journeys
Data-Driven Design
Exercise: Getting the Feel for Qualitative Research
Parting Thoughts
5. Choosing Your Methods
Quantitative and Qualitative: How to Choose
What Are Your Questions?
Stakeholder Needs
Sample Size
Sample Location
Budget
Timeline
Mixing and Matching Methods
What Works Well
What Doesn’t Work Well
Exercise: Choosing an Effective Method
Parting Thoughts
6. Logistics
Planning Session Logistics
Session Prep
Session setup
Paperwork review
Participant familiarization
Tech check
Observer orientation
Supplies list
Session Cleanup
Resetting yourself
Travel Considerations
Lunch
Traffic
Remote Challenges
Training participants
Supporting Documentation
Welcome Kit
What and why
Team members
Points of contact
Logistics
Research Goals
What will be learned?
Why do you need to learn it?
What’s your hypothesis?
Discussion Guide
Opening script
Screener recap
Research questions
Consent Forms
Nondisclosure agreements
Permission to record
Permission to quote
Honorarium
Cash
Gift cards
Free product
Receipts
Parting Thoughts
7. Recruiting
Participant Identification
Past Qualitative Research
Current Analytic Reports
Customer Segments
User Profiles
Breaking down profiles
Identifying key behaviors
Recruitment Screener
What Screeners Look Like
Basic Demographics
Behavioral Demographics
Quotas
Recruitment Methods
Internal Versus Public Recruiting
Self-Recruiting
Cold calling
In-person intercepts
Outsourcing Recruiting
Third-party recruiting
Client-based recruiting
Scheduling
Backups
No shows
Duds
Recruitment Challenges
I Don’t Have Users...Yet
Small Target Audience
Common Lies We Tell Ourselves
Everyone is a user
Everything is a secret
Exercise: Priming Your Screener
Parting Thoughts
III. Facilitating Research
8. Making Research Happen
Rules of Engagement
Defining Your Roles
Moderator and note taker
Teacher and student
Observing Research
Observer role
Ground rules
Dry Runs
Practice Makes Perfect
Embrace Change
Session Flow and Facilitating
Address the Formalities First
Consent forms
Honorariums
Start Slow
Build to Complexity
Main tasks
Failure is okay
Coffee Talk: Time for Discussion
Observers’ input
Participants’ input
Ending a Session
Exercise: Meeting Prep
Parting Thoughts
9. Managing People During Research
Host and Guest Norms
Dress Appropriately for Office Visits
Be a Gracious Guest During Home Visits
Respect Participants’ Personal Space
Don’t arrive too early
Leave no trace behind
Follow Screen-Sharing Best Practices
Cultural Considerations
Set the Right Tone
Know When to Call “Scene”
Small Talk Matters
Priming Questions
Taking Notes
Pen and paper
Digital notes
Warming Up
Exercises: Making Small Talk
Office Small Talk
Coffee Talk
Parting Thoughts
10. Improv in Research
What Is Improv?
Improv for the Masses
Rules of Improv
Everything Is True
“Yes, And...”
Stop Trying to Be Funny
Five-Word Warm-Up
Failure Is OK
Only Questions
Listen to the Scene
Dinner Party
Support Your Players
Evil Twin
Location, Location, Location
Bodystorming
Raise the Stakes
I’d Rather Not
Yield to the Strongest Offer
Slide Show
You Are Not the Star
Sit-Stand-Lean
Remember Everything
Count to 100
Practical Uses of Improv
Improv in Design
Sales
Presentations
Idea generation
Workshops
Improv in Research
Buggy technology
Dud participants
Discussion guide challenges
Exercise: Simplifying Through Improv
Parting Thoughts
11. Facilitating Research
Soft Skills Are Hard
What Are Soft Skills?
Why Soft Skills Matter
Soft Skills Can Be Learned
Mastery Through Practice
Body Language
What Is Body Language?
Why Body Language Matters
How to Use Body Language
Participants’ body language
Your body language
Mirroring
Key Body Signals
Microexpressions
Why Microexpressions Matter
How to Use Microexpressions
Key Expressions
Cultural Implications
Do Your Homework
Come from a Place of Respect
Exercise: Reading Nonverbal Communication
Mimicry
Observation
Inquiry
Parting Thoughts
12. Debrief Sessions
What Are Debrief Sessions?
Planned Debrief Sessions
Ad Hoc Debrief Sessions
Why Debrief?
Validate Goals
Keep the Home Office Informed
Moderated research initiatives
Remote research implications
Quantitative research implications
Keep clients informed
Keep the team informed
Track Highlights in Real Time
Spreadsheets
Affinity diagrams
Digital affinity diagrams
Highlight reel
Debrief Informs Iteration
Research in the Open
Mitigate Risk
Exercise: Discussing Observations
Parting Thoughts
IV. Analysis and Reporting
13. Making Sense of the Mess
Why Bother with Analysis?
Manufacturing and Engineering
Game Design
Analysis in Product Design
What Is a Data Point?
Quantitative data points
Qualitative data points
Using Data Points
How to code
Dealing with repeats
Assigning multiple homes
Different points of view
When data points disagree
Measuring Data Points
Setting Aside Time
Methods of Analysis
Affinity Diagrams
Quadrant Mapping
Frequency Mapping
Spectrum Analysis
Insights Inform the Design Process
Design
Strategy
Communicating Insights
Exercise: Performing a Candyland Analysis
Parting Thoughts
14. Communicating Insights
Modes of Presenting
Executive Summary
Full Report
Video and Audio
Participant Quotes
Research Artifacts and Diagrams
Experience maps
Personas
Mind maps
User flows
Swim lanes
Mental models
Severity scales
Click maps
Actionable recommendations
Change logs
Design specifications
Importance of Different Modes
Reporting
Making the ROI Case
Using Different Forms of Storytelling
Using the Artifacts
Team Use
Capture immediate value with actionable tasks
Project long-term value with product roadmaps
Stakeholder Use
Include stakeholder observations
Integrate stakeholder interests and opinions
Remove yourself
Exercise: Structuring the Research Report
Parting Thoughts
15. Getting the Most Out of Research
Research Starts with Questions
What Do We Think We Know?
What Do We Want to Know?
Research Is Ongoing
Plan Your Next Efforts
Dive Deeper
Research Is Integrated
Product development
Product roadmap
Business strategy
Team culture
Research Is a Lifestyle
Increasing nimbleness
Parting Thoughts
Index
A. About the Authors
B. O’Reilly®: UX Research
About the Authors
Copyright
Search in book...
Toggle Font Controls
Playlists
Add To
Create new playlist
Name your new playlist
Playlist description (optional)
Cancel
Create playlist
Sign In
Email address
Password
Forgot Password?
Create account
Login
or
Continue with Facebook
Continue with Google
Sign Up
Full Name
Email address
Confirm Email Address
Password
Login
Create account
or
Continue with Facebook
Continue with Google
Next
Next Chapter
UX Research: Practical Techniques for Designing Better Products
Add Highlight
No Comment
..................Content has been hidden....................
You can't read the all page of ebook, please click
here
login for view all page.
Day Mode
Cloud Mode
Night Mode
Reset