کتاب الکترونیکی RESEARCHING UX USER RESEARCH

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Preface ………………………………………………………………….. xiii
If You Feel Unsure, Then Read On…………………………………………………..xiii
What We’ll Cover in this Book………………………………………………………..xiv
The Gist of the Book……………………………………………………………………….. xv
Acknowledgments…………………………………………………………………………xviii
Conventions Used …………………………………………………………………………xviii
Supplementary Materials………………………………………………………………..xix
Chapter 1 Begin the Project ……………………………….1
Get Started………………………………………………………………………………………..2
1. Define Your Research…………………………………………………………..3
2. Define Hypotheses……………………………………………………………….3
3. Timeline & Resources…………………………………………………………..4
4. Engage Stakeholders……………………………………………………………4
5. Identify Risks……………………………………………………………………….5
Tools You Can Use ……………………………………………………………………………..5
Use Desk Research to Generate Hypotheses……………………………5
Hold a Kickoff Workshop ………………………………………………………..6
iv Researching UX: User ResearchTalk to Your Stakeholders………………………………………………………..9
Create a Research Canvas………………………………………………………10
Project Plan……………………………………………………………………………12
Make a Plan to Engage People………………………………………………13
4. Decide How You Will Communicate With Your Team ……….15
Work Through Risks to the Project………………………………………..16
Summary………………………………………………………………………………………….18
Chapter 2 Choose an Approach ……………………..20
The Core Concepts …………………………………………………………………………..21
What is Data? ………………………………………………………………………..21
Qualitative vs. Quantitative …………………………………………………..22
Discovery vs. Validation…………………………………………………………23
Insight, Evidence and Ideas……………………………………………………23
Validity…………………………………………………………………………………..24
Scaling Your Investment………………………………………………………..26
Multi-Method Approaches…………………………………………………….26
In-The-Moment Research ……………………………………………………..27
Taking Care ……………………………………………………………………………28
Research as a Team Sport………………………………………………………29
Research Methods……………………………………………………………………………29
Table of Contents vHow to Choose Research Methods ………………………………………………….34
How Many People? ………………………………………………………………..35
Summary………………………………………………………………………………………….36
Chapter 3 Finding Participants ………………………37
Who To Recruit………………………………………………………………………………..38
Defining Your Sample ……………………………………………………………39
Creating a Recruitment Brief ………………………………………………..41
Getting The Right People…………………………………………………………………44
Creating a Screener……………………………………………………………….45
Methods of Accessing People ………………………………………………………….49
1. Recruitment Agencies………………………………………………………..49
2. Guerrilla Recruitment………………………………………………………..51
Finding Participants for Guerrilla Testing ……………………………..51
3. DIY Recruitment ………………………………………………………………..52
4. Gatekeepers……………………………………………………………………….53
Persuading People to Take Part ……………………………………………………….54
Why Offer an Incentive? ……………………………………………………….54
Offering an Appropriate Incentive ………………………………………..55
Arranging Sessions…………………………………………………………………………..56
Running Order……………………………………………………………………….56
vi Researching UX: User ResearchAvoiding No-shows……………………………………………………………….57
Data Protection ……………………………………………………………………………….58
Informed Consent………………………………………………………………….58
Summary………………………………………………………………………………………….60
Chapter 4 Writing a Discussion Guide …………61
What’s the Discussion Guide For? ……………………………………………………62
What’s a Discussion Guide Not For?………………………………………62
Elements of a Discussion Guide……………………………………………………….63
Different Kinds of Session……………………………………………………..71
Questions, Tasks, and Activities……………………………………………………….71
Types of Content……………………………………………………………………73
How to Write a Discussion Guide…………………………………………………….77
Use Your Imagination ……………………………………………………………78
Summary………………………………………………………………………………………….79
Chapter 5 Set Up Your Sessions……………………..80
Getting Prepared for Research in the Lab ……………………………………….81
Monday: Three Days Before Your Session ……………………………..82
Tuesday: Two Days before your session …………………………………84
Wednesday: The Day Before Your Session……………………………..87
Table of Contents viiThursday: The Day of Your Session………………………………………..90
Getting Prepared for Research in the Field……………………………………..91
Tuesday: Two Days Before Your Session ………………………………..84
Wednesday: The Day Before Your Session……………………………..87
Thursday: The Day of Your Session………………………………………..90
Getting Prepared For Remote Research…………………………………………..94
Monday: Three Days Before Your Session ……………………………..82
Tuesday: Two Days Before Your Session ………………………………..84
Wednesday: The Day Before Your Session……………………………..87
Thursday: The Day of Your Session………………………………………..97
Summary………………………………………………………………………………………….97
Chapter 6 Running Your Sessions………………….98
Roles………………………………………………………………………………………………..99
The Interviewer ……………………………………………………………………..99
The Host…………………………………………………………………………………99
Note-taker …………………………………………………………………………. 102
Taking Notes ………………………………………………………………………………… 103
Post-It Notes………………………………………………………………………. 103
Taking Notes in a Spreadsheet or Trello …………………………….. 105
Taking Typed or Written Notes…………………………………………… 106
viii Researching UX: User ResearchTaking Notes in Guerrilla/Field Research……………………………. 108
Taking Notes after the Interview……………………………………….. 109
Tools For Recording ……………………………………………………………………… 109
Top Tips For Recording Your Sessions………………………………….. 111
The Practicalities of Using Different Devices…………………………………113
Remote Testing When Using Different Devices……………………114
Guerrilla Testing With Different Devices……………………………..114
Summary………………………………………………………………………………………..114
Chapter 7 Interviewing ……………………………………115
Show Participants How to Help You………………………………………………116
Observing vs. Asking………………………………………………………………………118
Paying Deep Attention…………………………………………………………………..118
Starting the Session……………………………………………………………………….119
Make Sure You Get Consent……………………………………………….120
Starting Guerrilla Testing Sessions…………………………………….. 121
How to Ask a Question…………………………………………………………………. 121
How To Get Out Of Trouble…………………………………………………………..127
Summary……………………………………………………………………………………….129
Chapter 8 Analyzing Your Data ……………………130
Table of Contents ixWhy Bother? ………………………………………………………………………………… 131
Phases of Analysis…………………………………………………………………………132
Cherry-picking Analysis Activities…………………………………………………132
How Much Time Do I Need?………………………………………………………….136
Phase 1: Make a Plan ……………………………………………………………………137
Activities……………………………………………………………………………..137
Phase 2: Absorb the Data ……………………………………………………………..139
Create a Space…………………………………………………………………….139
Collate Sources…………………………………………………………………… 141
Reformat ……………………………………………………………………………. 141
Rejecting Bad Data…………………………………………………………….. 141
Prioritize……………………………………………………………………………..142
Review Recordings………………………………………………………………143
Transcribe ……………………………………………………………………………143
What to Watch Out For………………………………………………………144
Phase 3: Finding Patterns……………………………………………………………..145
Review Objectives or Rolling Hypotheses……………………………145
Brain Dump…………………………………………………………………………146
Who Were the People?………………………………………………………..146
Conceptual Diagrams………………………………………………………….148
Maps & Sketches…………………………………………………………………149
x Researching UX: User ResearchTablecloth……………………………………………………………………………150
Affinity Sort………………………………………………………………………..150
What to Watch Out For………………………………………………………153
Phase 4: Working With Patterns …………………………………………………..153
Thought Experiments………………………………………………………….154
Extension…………………………………………………………………………….155
Think By Making …………………………………………………………………155
Metaphor…………………………………………………………………………….155
What to Watch Out For………………………………………………………156
Phase 5: Creating a Narrative ……………………………………………………….156
Analysis as a Team Sport……………………………………………………………….158
Summary……………………………………………………………………………………….159
Chapter 9 Turning Research Into Action …..160
Making Your Research Relevant…………………………………………………… 161
Engaging Stakeholders Throughout the Project…………………………… 161
Attending Research Sessions……………………………………………… 161
Show and Tell (AKA Pizza Sessions)…………………………………….162
Topline Findings………………………………………………………………….163
Project Blog / Websites……………………………………………………….163
Documenting What You’ve Learned ……………………………………………..164
Table of Contents xiReport Deck ………………………………………………………………………..168
List Reporting …………………………………………………………………….. 170
Journey Map………………………………………………………………………. 170
Experience Map…………………………………………………………………..172
Personas………………………………………………………………………………174
Showreel……………………………………………………………………………..177
Debrief Session……………………………………………………………………………..178
Summary……………………………………………………………………………………….182