UX Research Flashcards
GOMS
goals
operators
methods
selection rules
GOMS is used to…
measure the intent and process of a system
Goals asks…
“What do you want to do?” focus on intent
Operators seeks to understand…
“What tools do you have as a person to get the job done?” focus on cognitive hurdles of the task
Methods looks at…
“How can the operators (tools) be used to complete the task?” What ways can we effect change on the system with the operators we have.
Selection rules measures…
what options an interface or product offers to assist users in accomplishing their goals, e.g. a light switch has 2 modes, Photoshop has 1000s of options
KLM
Keystroke Level Modeling
KLM is …
the mathematical study of a tool’s efficiency, motion study for digital products
KLM is intended to…
measure completion tasks for expert users, time to completion (clicking a mouse, pressing a key)
KLM makes use of this law
Fitt’s Law
Fitt’s Law equation
ID (index of difficulty) = log2(D/W + 1)
D = distance between targets W = size of the targets
golden rule about questions
don’t ask Yes/No questions
lead with something that allows to elaborate
5WH model
Who, What, When, Where, Why, How to help develop questions based on goal
way to model questions and assumptions
row for questions > each question in a column, row for assumptions underneath each question
when to break the rules on leading questions
when you suspect the response will be opposite to the hints you provide in questioning
build trust with participant and validate previous comment
when to break the rules on shallow questions
to help ease participants into activity at the beginning of the session
when to break the rules on personal bias questions
go deeper into convo by getting the participant to disagree with what you say
the basic structure of the question
setup + area of inquiry
laddering
segue to next question
the setup is…
the purpose the what (description), why (explanation), how (process), when (situation), where (context)
“when you are doing x…”
area of inquiry
what you want to learn about
“how do you decide…”
laddering
asking the participant to go into more detail or to explain the rationale. has an automatic “Why?” behind them?
things to remember when writing your questions
relate back to research goals
open up additional areas of discussion
progress the overall conversation
a common tactic to avoid generic answers to abstract questions
ask to think about a recent, significant life event and how that relates to the experience in question
give a scenario
how to use different types of questions
remember to mix up 5WH
great openers for research sessions & topic transitions
process questions, how?
best practice before interview
do a dry run and ask and refine the questions iteratively with your team
brainstorming questions algorithm
- sticky notes and get as many questions out as possible, untethered to goals or other things. limit to 5-10 minutes
- challenge each question
- store in trello
- practice
three main focuses of quant research
insight-driven
evaluative
generative
insight-driven research
early stages
understand the problem space, why it exists, what opportunities lie
manifests in benchmarks or KPIs
evaluative research
looks to measure how a solution stands up to the KPIs
generative research
opportunity to create and explore new designs through research
quant research methods (list of 6)
system analytics surveys tree jacking eye tracking a/b testing card sorting
system analytics
insight-driven
most common quant data
google analytics etc.
user flows may be used
to understand how customers access and navigate a tool
surveys
evaluative and insight-driven
common goals of surveys are to
learn about intent or quality of service, met expectations
tree jacking - type
generative or sometimes evaluative
primary use for tree jacking
evaluate systems navigation and terminology
eye tracking use case
ecommerce systems mostly
card sorting - type
generative
what two methods don’t need that many participants?
eye tracking, card sorting
quant methods are best employed when…
there is a measurable outcome
when to avoid quant methods
looking to understand user’s motivations or comprehension of task
quant research exercise
project > brainstorm questions > write why you want to ask them and pair with questions > who can answer (name + role) > make a plan
qualitative reseearch seeks to understand
customers motivations and desires by focusing on comprehension and accessibility
common measures of qual research (5)
- pleasures or challenges of a task
- preferences for different tools
- comprehension of content
- comfort with system or task
- workarounds, hacks, macgyvered solutions
another way to look at insight /evaluation / generative
planning / discovery / validation
the most common qual method for insight driven research
landscape analysis
the essence of landscape analysis
identify existing products that reflect a portion of the new product’s function or customer segmentation (low-level analysis for broader gaps)
limitations of landscape analysis
done in iso from stakeholders and custs 💯 provides a biased view of what the product team identifies as important 💯 limited to public view only
next best insight driven qual method
heuristic reviews
heuristic reviews (do)…
evaluate existing product based on established heuristics / best practices
choose wisely from a list of heuristics (evernote)
qualitative research by phase
planning
discovery
validation
what are some good planning analysis methods (qual?)
landscape analysis
heuristic review
how to choose qual vs quant
- what are your questions?
- who are the stakeholders and their needs?
- what sample size do u need?
- what is the location for the sample?
- what’s the budget?
- what’s the timeline?
a way to balance the decisions of time, budget and scope
select 2 that matter most
the best way to combine methods is
to understand the root of your question, and identify a qualitative and quantitative measure for it
if you’re interested in workflow…
analytics and contextual inquiries
if you’re interested in desirability and feedback…
surveys and customer feedback reports
how to choose an effective method
- ask a question
- create a mindmap off that question with nodes as methods or approaches to answering it (4+ nodes)
- expand nodes for each node into risks, opportunities and needs
- discuss and act on it
