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User Experience Research Methods in 3D: What to Use When and How to Know You’re Right ChristianRohrer,PhDSeniorDirectorofUserExperienceDesignMove,Inc.|REALTOR.comPresentedatBayCHI,SFchapterofACMSIGCHIJanuary13,2009-Palo,Alto,CA1© 2009 ChrisCan Rohrer Topics • The User Research Landscape • QualitaCve Validity • User Research Classes • Desirability • True Intent Studies • User Experience and Strategy 2How this got started 3 User Research Landscape: Three Dimensions of Methods 1. AStudinal vs. Behavioral 2. QualitaCve vs. QuanCtaCve 3. Context of website or product use 4Qualitative(direct)Quantitative(indirect)AttitudinalBehavioral©2008byChristianRohrerWhatpeoplesayWhatpeopledoWhy&HowtofixHowmany&Howmuch Ques%ons answered by research methods based on Data Source & Approach ApproachDataSource5The AStudinal vs. Behavioral Dimension • AStudinal Research – Understand, measure, or inform change of people’s stated beliefs – OWen called “self‐reported” data – OWen relied on heavily in markeCng departments – Example methods: Surveys, Focus Groups • Behavioral Research – Understand what people do with minimal interference from the method itself – Example methods: Data Mining/Analysis, Eyetracking 6The QualitaCve vs. QuanCtaCve Dimension • QualitaCve Research – Data typically gathered directly by observing the user – Researcher can ask follow‐up quesCons, probe on behavior, and possibly adjust the protocol as the study progresses – Analysis of data is not mathemaCcal • QuanCtaCve Research – Data typically gathered indirectly through a research instrument such as a survey or web server logs – Large amounts of data that can be coded and analyzes mathemaCcally 7The AStudinal vs. Behavioral Dimension • Mixed approaches – In the middle of the spectrum are the two most popular methods: • Usability lab studies • Ethnographic field studies – Though they oWen include a mix of aStudinal and behavioral data, they are generally best for understanding user behavior 8Research Methods Landscape 9Usability Lab Studies • ParCcipants are recruited for 1‐on‐1 sessions where they are given tasks and are asked to complete them using a prototype or the live site • ParCcipants think aloud as they complete the assigned tasks • Researcher observes and notes their behavior • Data oWen reveals usability issues, content issues, and users’ mental models • OWen done iteraCvely throughout the design process 10Research Methods Landscape 11Ethnographic Field Studies • ParCcipants are observed in their natural environment (most typically in their homes, offices, or where ever they use the product) • Provides a deep understanding of their lifestyles, cultures, process, and work‐arounds as a basis for beger understanding their needs and problems • Best if done early in the development process to help inform features and funcConality 12Research Methods Landscape 13Focus Groups • ParCcipants are asked about their reacCons to a product, service, concept, brand, or adverCsement in a small group seSng (usually 6‐10 people) • Pros: – Provides aStudinal data that is useful for markeCng and brand issues – Can inform big picture product strategy – Useful to guide the construcCon of subsequent aStudinal survey 14Cons: – Not appropriate for evaluaCng product usability – Imagining their interacCon with the product – PredicCng future behavior – “Group think” – ParCcipants swayed by others – Cultural rules and social norms shape responses 15Solomon Asch: Social Pressure and Conformity Asch,1956Conclusion:FocusgroupsaresusceptibletogroupthinkResearch Methods Landscape 16ParCcipatory Design • ParCcipants are recruited to parCcipate in small group sessions (4‐8 parCcipants) in which they complete exercises designed to help them express their cogniCve, emoConal, aspiraConal, and procedural ideas and issues. • OWen, materials are provided to allow parCcipants to diagram and design ideal product experiences • The act of physically laying out words and images and the choice placement in a diagram enables parCcipants to arCculate their ideas more thoroughly than they can in a typical interview or conversaCon. • ParCcipants designs are used as an explanatory vehicle for their needs, not as actual design specs • Sessions require a lot of materials and preparaCon. 17The Context of Product Use Dimension • Natural – Goal is to minimize the interference from the study in order to understand users’ natural behavior and aStudes – Example methods: Ethnographic Field Studies, Intercept Surveys, Data Mining • Scripted – Goal is to focus the insights by providing consistency between parCcipants – Degree of scripCng can vary widely – Example methods: Benchmark Usability Studies • De‐contextualized / Product is not used – Goal is to examine issues that are broader than usage or usability – Example methods: Brand or Cultural Behavior Studies • Hybrid Approaches – Goal is to creaCvely combine product use during the study to meet t