Guerrilla UX

Slides from my Guerrilla UX Methods workshop at Web2.0

Transcript

1. Guerrilla Research Methods Todd ZAKI WARFEL @zakiwarfel W eb2.0 NYC #GRMethods
2. #GRMethods | @zakiwarfel WHY?
3. #GRMethods | @zakiwarfel Market research is what you do when your product isn’t any good. Edwin H. Land, Polaroid invented instant photography “
4. #GRMethods | @zakiwarfel What makes something guerrilla?
5. #GRMethods | @zakiwarfel Guerrilla marketing is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving pro ts with minimum money. Jay Conrad Levinson, Author of Guerrilla Marketing “
6. #GRMethods | @zakiwarfel Guerrilla methods are faster, less expensive, less rigorous versions of their non-guerrilla cousins. They o er an acceptable trade-o between rigor and cost e ective techniques. Todd Zaki Warfel and Russ Unger, Authors of Guerrilla UX Research Methods “
7. #GRMethods | @zakiwarfel Faster!
8. #GRMethods | @zakiwarfel Less expensive.
9. #GRMethods | @zakiwarfel Rigorous enough.
10. #GRMethods | @zakiwarfel The Naysayers
11. #GRMethods | @zakiwarfel I can’t make multi-million dollar decisions based on information from 8-12 people. My Client, a Big Telco and Media Company “
12. #GRMethods | @zakiwarfel Photo by John Morrison We look for what we call the point of least astonishment. Jared Spool, Founder and CEO User Interface Engineering “
13. #GRMethods | @zakiwarfel Change the argument from people to data points.
14. #GRMethods | @zakiwarfel getreframer.com
15. #GRMethods | @zakiwarfel You get what you pay for.
16. #GRMethods | @zakiwarfel Photo by Tim Duckett The minimum necessary time, budget and fuss so this kind of insight is available to pretty much any client, budget, or timeframe. Leisa Reichelt, Freelance UX Consultant “
17. #GRMethods | @zakiwarfel My boss is an anthropologist and she won’t let me buy your book. She says guerrilla methods aren’t reliable. Participant, Guerrilla Methods UX Week “
18. #GRMethods | @zakiwarfel Many of our current ethnographic methods were once considered guerrilla. Ginny Redish, author of User and Task Analysis for Interface Design “
19. #GRMethods | @zakiwarfel • Allow people to check-in/out of their hotel • Consider audience, knowledge, experience, pain- points • Should work with or without a mobile device ACTIVITY: Hotel Check-in System
20. #GRMethods | @zakiwarfel I. Plan
21. #GRMethods | @zakiwarfel Start with an activity, context, and time frame.
22. #GRMethods | @zakiwarfel Q: When was the last time you [...] ?
23. #GRMethods | @zakiwarfel Q: Can you walk me through how you did that?
24. #GRMethods | @zakiwarfel Don’t ask what they want.
25. #GRMethods | @zakiwarfel • Start with an activity, context, and time frame • Ask for them to show and tell • Listen for pain points and seek opportunities • Don’t lead the user to the “right” path • Allow for exploration and discovery • Only build what you need. No more. I. Planning Tips: Test Scenario / Tasks
26. #GRMethods | @zakiwarfel II. Recruit
27. #GRMethods | @zakiwarfel II. Recruiting Tips / Resources • Current customer list • Mechanical Turk • Ethnio • Craigslist • Facebook • Twitter • Friends and family
28. #GRMethods | @zakiwarfel Recruiting
29. #GRMethods | @zakiwarfel Recruiting
30. #GRMethods | @zakiwarfel III. Collect
31. #GRMethods | @zakiwarfel insightico.com
32. #GRMethods | @zakiwarfel getreframer.com
33. #GRMethods | @zakiwarfel Modern day guerrilla methods
34. #GRMethods | @zakiwarfel • Man on the Street • Burrito Lunch • RIPS / RITE • A/B Testing • Remote Usability Testing • Unmoderated Testing • Mobile Testing • Body Storming • Design Studio • Design the Box Modern Day Guerrilla Methods
35. #GRMethods | @zakiwarfel http://www.flickr.com/photos/csaetre/4645769134/ Man on the street
36. #GRMethods | @zakiwarfel Man on the street
37. #GRMethods | @zakiwarfel http://www.flickr.com/photos/ce28nn/3464906581/ Burrito lunch
38. #GRMethods | @zakiwarfel RIPS / RITE
39. #GRMethods | @zakiwarfel RIPS / RITE
40. #GRMethods | @zakiwarfel *NBHF
    4PVSDF
    "#5FTUJOHDPN A/B Testing 50% higher conversion
41. #GRMethods | @zakiwarfel A/B Testing Tools • ABTests.com • Optimizely • NinjaButton • KISSmetrics • Verster • Modesty • Unbounce • Google Website Optimizer • A/B Theme Testing Plugin for WordPress • Visual Website Optimizer
42. #GRMethods | @zakiwarfel Lab Rats
43. #GRMethods | @zakiwarfel Remote Testing
44. #GRMethods | @zakiwarfel Remote Testing
45. #GRMethods | @zakiwarfel Remote Tools • Adobe Connect • WebEx • Go2Meeting • Silverback • Skype • iChat • Reframer
46. #GRMethods | @zakiwarfel Unmoderated
47. #GRMethods | @zakiwarfel Unmoderated Tools • Glance.net • Ethnio • Loop11 • OpenHallway • UserFocus • UsabilityTest.com • Survs • SurveyMonkey • ABTests.com • OptimalSort • Userlytics • UserZoom
48. #GRMethods | @zakiwarfel 7JEFP
    4PVSDF
    4UFQIFO
    1
    "OEFSTPO Body Storming
49. #GRMethods | @zakiwarfel Mobile
50. Guerrilla Research Methods Todd ZAKI WARFEL @zakiwarfel #GRMethods http://bit.ly/GRMethods