UX Research

Question 1

GOMS

Answer 1

goals
operators
methods
selection rules

Question 2

GOMS is used to…

Answer 2

measure the intent and process of a system

Question 3

Goals asks…

Answer 3

“What do you want to do?” focus on intent

Question 4

Operators seeks to understand…

Answer 4

“What tools do you have as a person to get the job done?” focus on cognitive hurdles of the task

Question 5

Methods looks at…

Answer 5

“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.

Question 6

Selection rules measures…

Answer 6

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

Question 7

KLM

Answer 7

Keystroke Level Modeling

Question 8

KLM is …

Answer 8

the mathematical study of a tool’s efficiency, motion study for digital products

Question 9

KLM is intended to…

Answer 9

measure completion tasks for expert users, time to completion (clicking a mouse, pressing a key)

Question 10

KLM makes use of this law

Answer 10

Fitt’s Law

Question 11

Fitt’s Law equation

Answer 11

ID (index of difficulty) = log2(D/W + 1)

D = distance between targets
W = size of the targets

Question 12

golden rule about questions

Answer 12

don’t ask Yes/No questions

lead with something that allows to elaborate

Question 13

5WH model

Answer 13

Who, What, When, Where, Why, How to help develop questions based on goal

Question 14

way to model questions and assumptions

Answer 14

row for questions > each question in a column, row for assumptions underneath each question

Question 15

when to break the rules on leading questions

Answer 15

when you suspect the response will be opposite to the hints you provide in questioning

build trust with participant and validate previous comment

Question 16

when to break the rules on shallow questions

Answer 16

to help ease participants into activity at the beginning of the session

Question 17

when to break the rules on personal bias questions

Answer 17

go deeper into convo by getting the participant to disagree with what you say

Question 18

the basic structure of the question

Answer 18

setup + area of inquiry
laddering
segue to next question

Question 19

the setup is…

Answer 19

the purpose
the what (description), why (explanation), how (process), when (situation), where (context)

“when you are doing x…”

Question 20

area of inquiry

Answer 20

what you want to learn about

“how do you decide…”

Question 21

laddering

Answer 21

asking the participant to go into more detail or to explain the rationale. has an automatic “Why?” behind them?

Question 22

things to remember when writing your questions

Answer 22

relate back to research goals
open up additional areas of discussion
progress the overall conversation

Question 23

a common tactic to avoid generic answers to abstract questions

Answer 23

ask to think about a recent, significant life event and how that relates to the experience in question

give a scenario

Question 24

how to use different types of questions

Answer 24

remember to mix up 5WH

Question 25

great openers for research sessions & topic transitions

Answer 25

process questions, how?

Question 26

best practice before interview

Answer 26

do a dry run and ask and refine the questions iteratively with your team

Question 27

brainstorming questions algorithm

Answer 27

1. sticky notes and get as many questions out as possible, untethered to goals or other things. limit to 5-10 minutes
2. challenge each question
3. store in trello
4. practice

Question 28

three main focuses of quant research

Answer 28

insight-driven
evaluative
generative

Question 29

insight-driven research

Answer 29

early stages
understand the problem space, why it exists, what opportunities lie

manifests in benchmarks or KPIs

Question 30

evaluative research

Answer 30

looks to measure how a solution stands up to the KPIs

Question 31

generative research

Answer 31

opportunity to create and explore new designs through research

Question 32

quant research methods (list of 6)

Answer 32

system analytics
surveys
tree jacking
eye tracking
a/b testing
card sorting

Question 33

system analytics

Answer 33

insight-driven
most common quant data
google analytics etc.

Question 34

user flows may be used

Answer 34

to understand how customers access and navigate a tool

Question 35

surveys

Answer 35

evaluative and insight-driven

Question 36

common goals of surveys are to

Answer 36

learn about intent or quality of service, met expectations

Question 37

tree jacking - type

Answer 37

generative or sometimes evaluative

Question 38

primary use for tree jacking

Answer 38

evaluate systems navigation and terminology

Question 39

eye tracking use case

Answer 39

ecommerce systems mostly

Question 40

card sorting - type

Answer 40

generative

Question 41

what two methods don’t need that many participants?

Answer 41

eye tracking, card sorting

Question 42

quant methods are best employed when…

Answer 42

there is a measurable outcome

Question 43

when to avoid quant methods

Answer 43

looking to understand user’s motivations or comprehension of task

Question 44

quant research exercise

Answer 44

project > brainstorm questions > write why you want to ask them and pair with questions > who can answer (name + role) > make a plan

Question 45

qualitative reseearch seeks to understand

Answer 45

customers motivations and desires by focusing on comprehension and accessibility

Question 46

common measures of qual research (5)

Answer 46

1. pleasures or challenges of a task
2. preferences for different tools
3. comprehension of content
4. comfort with system or task
5. workarounds, hacks, macgyvered solutions

Question 47

another way to look at insight /evaluation / generative

Answer 47

planning / discovery / validation

Question 48

the most common qual method for insight driven research

Answer 48

landscape analysis

Question 49

the essence of landscape analysis

Answer 49

identify existing products that reflect a portion of the new product’s function or customer segmentation (low-level analysis for broader gaps)

Question 50

limitations of landscape analysis

Answer 50

done in iso from stakeholders and custs 💯 provides a biased view of what the product team identifies as important 💯 limited to public view only

Question 51

next best insight driven qual method

Answer 51

heuristic reviews

Question 52

heuristic reviews (do)…

Answer 52

evaluate existing product based on established heuristics / best practices

choose wisely from a list of heuristics (evernote)

Question 53

qualitative research by phase

Answer 53

planning
discovery
validation

Question 54

what are some good planning analysis methods (qual?)

Answer 54

landscape analysis

heuristic review

Question 55

how to choose qual vs quant

Answer 55

1. what are your questions?
2. who are the stakeholders and their needs?
3. what sample size do u need?
4. what is the location for the sample?
5. what’s the budget?
6. what’s the timeline?

Question 56

a way to balance the decisions of time, budget and scope

Answer 56

select 2 that matter most

Question 57

the best way to combine methods is

Answer 57

to understand the root of your question, and identify a qualitative and quantitative measure for it

Question 58

if you’re interested in workflow…

Answer 58

analytics and contextual inquiries

Question 59

if you’re interested in desirability and feedback…

Answer 59

surveys and customer feedback reports

Question 60

how to choose an effective method

Answer 60

1. ask a question
2. create a mindmap off that question with nodes as methods or approaches to answering it (4+ nodes)
3. expand nodes for each node into risks, opportunities and needs
4. discuss and act on it