Pat’s Point of View

I’m currently reading the excellent book Good Thinking: A Guide Qualitative Research by Wendy Gordon. Whilst still only in the first chapter, I thought I’d share this quote (emphasis mine):

[William] Schlackman taught me the fundamentals of human psychology applied to market research: people will not share feelings and thoughts with a researcher if these are in any way embarrassing to self-esteem; that people always try to ‘look good’ (rational, intelligent, helpful); that some attitudes and emotions are difficult to put into words; that ‘rationalisations’, ‘ambivalence’, ‘justifications’, ‘projections’ are part of everyday human life and that integrity in one’s relationship with respondents is paramount.

This certainly reflects my experience with qualitative market/user/social research and I think it’s an excellent micro summary of basic tips for researchers.

Should have included this quote in my So you want to be a user researcher? post :)

I recently received an email from someone asking me for some advice on starting off in the field of user research field.

Hi Patrick,

I’m Hans, a technical writer from Zurich and wanted to say a quick hello.

I happened to visit your website and liked the article The 7 Stages of User Frustration :)

I have a interest towards user research and have been reading books.

I’m looking out for projects (websites or applications) where I could help with user research and data analysis. I was wondering how to get started in terms of skills required. I know it is not easy for people to entrust such an important activity to me. Could you help me with your suggestions?

Thanks,
Hans

I thought about how I would respond, but since this isn’t the first time I’ve been asked this question, I figured it might be helpful to respond in the form of a blog post for everyone to see.

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There are many user research methods one can use, and there are even more variations and names for them. But regardless of what name they’re given, methods should be chosen that are suitable for the situation at hand.

In this article I give a quick overview of the methods I commonly use, broken down in to main categories:

• Direct user contact—where the researcher does very much interact with users, or members of the audience as I prefer to call them
• Indirect user contact—where the researcher does not actually interact with members of the audience

The list is by no means exhaustive but it gives a good indication of the breadth and depth of methods that can be employed in user research.

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On Friday I presented with my colleague Alun Machin at the first day of Oz-IA 2009, the 4th Australian Information Architecture conference. It was a great day, with good company to keep us talking and some interesting stuff to keep us thinking. The venue was quite good too, my first time at Star City Convention Centre as it happens.

Unfortunately I couldn’t make it for the second day of the conference due to family commitments, which is a shame since the programme looked even better for the Saturday!

Our presentation on our new SuperRacing site (not yet live at the time of writing thissite is now live) went down well considering we had to cram everything we wanted to talk about into 25 minutes. The slides are shown below.

After two conference presentations in one week, it’ll be a while before I make another appearance, not to mention that I’ll be pretty brain dead for a while after the new baby arrives.

Today I gave a talk entitled Prioritising user experience at Ark Group’s Information Architecture – Designing and managing information structures for improved web access and usability conference.

I tried to make the topic a bit more interesting (read controversial) and I think it went quite well.

I covered two main topics, firstly I outlined why I think user experience (UX) should be prioritised over information architecture (IA), and then I discussed prioritising UX within the organisation.
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At this year’s Oz-IA conference I’ll be presenting a short session entitled Bringing them online: using design research to identify online opportunities with my colleague Alun Machin.

It’s all very hush hush at the moment because we’re operating under an embargo, but the general gist of it is how user research can inform the design process for a product (in this case a website) that pertains to an activity that is normally an offline experience.

We’ll talk about how we identified the audience’s “information ecosystem” and found an opportunity for our website to fit in with that in a useful way.

We’ll also talk about the very different groups within that audience and how we catered for each.

Alun will then talk about the transition into design and go through the process we followed.

And if all goes to plan we’ll be able to unveil the new website resulting from all this work!

All this in 25 minutes, including questions :)

Update: if you promise to come along and watch our preso you can use this discount code: PK0265. Use it to get $100 off when you register for OZ-IA.

I’m very pleased to have my first article How to combine multiple research methods: Practical Triangulation published on Johnny Holland. Here’s a taste:

All research methods have their pros and cons, the problem comes when you rely on just one method. I’m often disappointed when UX and IxD practitioners describe the research they do, and it’s obviously very one dimensional. They only do surveys, for example. Or they only do usability testing at the end of the project (it’s quite alarming but this practice does continue).

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This is where the concept of “triangulation” comes into its own. Also known as “mixed method” research, triangulation is the act of combining several research methods to study one thing. They overlap each other somewhat, being complimentary at times, contrary at others. This has the effect of balancing each method out and giving a richer and hopefully truer account.

This will of course be one of the many topics I will be covering in my full day workshop on design research methods for UX practitioners at UX Australia 2009 – a 3-day user experience design conference to be held next week (26-28 August 2009) in Canberra (Australia).

I’m very happy indeed to announce that my Research methods for user experience design workshop has been added to the UX Australia program (workshops held Wednesday 26th of August in Canberra).

I’ve revised key aspects of the workshop, leveraging the experiences from some recent projects as examples, and allocated a full day. I’m looking forward to this!

What’s it all about

User experience design, and user-centred design (UCD) in general, requires an understanding of users and their needs and designing with those needs in mind, balanced by factors such as business objectives and technical constraints. Without a solid understanding of these inputs into the process, design is blind.

“Design research” is the process of uncovering and understanding those needs, whether it be direct user research or other means of gathering requirements. Yet, even some experienced web designers, developers and UX practitioners don’t feel well-equipped to take on the research aspects of their projects.

In this one-day workshop, Patrick Kennedy will present the fundamentals of design research from the ‘user experience’ perspective. Specifically, the workshop will be conducted in the context of organising and designing information systems such as websites, intranets and software applications.

This workshop will introduce design research, explain the fundamental principles and teach some simple techniques. The aim is to give the audience a heads-up on the subject and point them in the right direction so they can integrate research into their own work or just better collaborate with design researchers.

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I spent today at Ark Group’s Strategically Managing Intranet Developments conference, which I blogged about before.

There were some good things being said, and by real people who have done the hard yards. They’re not “industry luminaries”, but people out there in the trenches working out how to create effective intranets. Grounded and real are two words I would apply to the conference.

Then there was my presentation, a tad more abstract, but I felt it went well. Slides below.

I felt compelled to steer my presentation towards audience participation, if only because of the collective knowledge in the room; about half the room were presenting at the conference so I was learning as much, if not more, than I was dishing out. That’s the downside of being a consultant, you rarely get that rich experience that in-house staff have. Some great examples were offered by the audience, complementing my own examples.

There were one or two people twittering, you can follow the conversation on #smid.

Happy to hear your comments on my slides, either here or on slidehsare.

There is a difference between your target audience (who you want to reach) and your user-base (who actually uses your website). At least that’s the mental model I’ve always used when approaching web design. Let me explain, using a nifty Venn diagram:

The following notation goes with the diagram:

A = population of all web users
B = your target audience
C = your user-base (users of your website)
D = target audience using your website (B∩C if you’re a math geek)
E = target audience not using your website (B \ C)
F = users who are not in your target (C \ B)

This model provides a good platform for discussing strategies and tactics for a website. For example;

• If F is big you might be targeting the wrong people. Or your content is attractive to people other than who you want to attract.
• You generally want to shrink E and F and grow D, such that B and C become much more aligned. That is, the people using your website match your target audience.
• To shrink E (the people in your target audience who don’t use your website) you don’t have to spend money on marketing! You can create good content that attracts them, or to put it another way, “use SEO”.
• And, following on from that, if the content and functionality are well crafted you won’t grow F.

This last point is an interesting one, and it’s something that isn’t necessarily clear to some in this industry.

Case in point, I was recently involved in a conversation where a website owner told me her organisation didn’t know who their audience is. Not just their users (C), but their target audience (B)! The distinction between the two, as “my model” above describes, is that people actually using your website are at most a subset of who you’re targeting (at worst they’re completely different).

The fact that these two groups are different isn’t uncommon, nor is it unusual to not have a good idea of who the people using your website are (you might have analytics that tell you what they do but still not know anything about them). But it’s kinda scary to not even know who you’re targeting—who you’re trying to communicate with—other than “people who use the web”. This is wrong on so many levels! How are we supposed to create useful content for that? How are we supposed to design an effective user experience for “anyone”?

So, I guess it shouldn’t really have come as a surprise after that, when there seemed to be no recognition that there are people out there not using the site who could be. This gap between users and target audience is full of your potential customers (E). These are the people who you can “win”. So how do you do it? I thought it was logical, you create something those people want. Quite literally, if you build it (good content), they will come.

I was told that trying to gain more users (grow E) wouldn’t happen because there was no budget for marketing. OK, but wow about just creating better content?! Do a bit of research, find out what that untapped vein are interested in. I may be delusional but if you have to spend big on marketing to trick people to use your website, there’s nothing worth using on that website. OK maybe that’s a bit harsh but you catch my drift. Marketing can help, for sure, but it’s not the only answer nor is it the most direct solution.

Thoughts?