Heather Wright Karlson - UX Consultant, UXC Bentley University
Mélanie St. James - Associate Director, Tufts University
Erin Freeburger - Sr. UX Lead Specialist, GfK
Experimenting with New Research Techniques
The Emoji Method - Heather Wright Karlson
The Mapping Method – Mélanie St. James
The Remote Shop Along - Erin Freeburger
MEENA’S CHALLENGE
Meena
Kothandaraman
Experiment with research techniques!
Come back to share!
Challenge accepted!
Approach
We gave ourselves permission to tinker or try something new
Heather: Evolve a methodology
Melanie: Flip it around!
Erin: Tinker with an existing approach
The Emoji Method
Heather Wright Karlson
WHAT IS GOING ON IN THERE?
METHODS
MICROSOFT PRODUCT REACTION CARDS
The complete set of 118 Product Reaction Cards | ||||
Accessible | Creative | Fast | Meaningful | Slow |
Advanced | Customizable | Flexible | Motivating | Sophisticated |
Annoying | Cutting edge | Fragile | Not Secure | Stable |
Appealing | Dated | Fresh | Not Valuable | Sterile |
Approachable | Desirable | Friendly | Novel | Stimulating |
Attractive | Difficult | Frustrating | Old | Straight Forward |
Boring | Disconnected | Fun | Optimistic | Stressful |
Business-like | Disruptive | Gets in the way | Ordinary | Time-consuming |
Busy | Distracting | Hard to Use | Organized | Time-Saving |
Calm | Dull | Helpful | Overbearing | Too Technical |
Clean | Easy to use | High quality | Overwhelming | Trustworthy |
Clear | Effective | Impersonal | Patronizing | Unapproachable |
Collaborative | Efficient | Impressive | Personal | Unattractive |
Comfortable | Effortless | Incomprehensible | Poor quality | Uncontrollable |
Compatible | Empowering | Inconsistent | Powerful | Unconventional |
Compelling | Energetic | Ineffective | Predictable | Understandable |
Complex | Engaging | Innovative | Professional | Undesirable |
Comprehensive | Entertaining | Inspiring | Relevant | Unpredictable |
Confident | Enthusiastic | Integrated | Reliable | Unrefined |
Confusing | Essential | Intimidating | Responsive | Usable |
Connected | Exceptional | Intuitive | Rigid | Useful |
Consistent | Exciting | Inviting | Satisfying | Valuable |
Controllable | Expected | Irrelevant | Secure | |
Convenient | Familiar | Low Maintenance | Simplistic | |
NEW METHOD
REQUIREMENTS
BEYOND UX
AN IDEA
TRYING IT OUT
BENEFIT
“I’m proud to get a loan.”
“I’m in the money. I got approved.”
“They are an angel because they gave me money.”
CHALLENGES
POTENTIAL & LESSONS LEARNED
What can you �re-combine from your past experience?
The Mapping Method
Mélanie St. James
TRAIN OF THOUGHT #1
TRAIN OF THOUGHT #2
Teach
Advise
Conduct research / Run a research lab
Publish
Write grants
Serve on university committees
Serve as department chair
Co-chair conferences
Continuing Medical Education (CME)
METHOD
Faculty - Medicine
Adjunct Lecturer - Dance
Lecturer - Spanish
BENEFIT
BENEFIT
CHALLENGE
OUTCOMES & LESSONS LEARNED
OUTCOMES & LESSONS LEARNED
What will be your inspiration?
The Remote Shop Along
Erin Freeburger
?
Experience?
Perception?
Actual retail store?
SHOP ALONG 1.0
Shop Alongs are a common market research technique.
“What can I use here that will work for me?”
THE 2 PART SOLUTION
What??
App-based Scavenger Hunt
Part 1: In Store
Phone Call In-Depth Interview
Part 2: At Home
Why?!
PRIVACY
extra level of privacy
OBSCURITY
a more
authentic interaction between people
GLOBAL
Be anywhere and everywhere
at the same time
THE SHOP ALONG
3 key areas of focus
1. Layout
3. Display
2. Staff
TYPES OF QUESTIONS
Take 3 pictures of what grabs your attention.
Take 3 pictures of what grabs your attention.
THE SHOP ALONG
TYPES OF QUESTIONS
What grabs your attention?
Take 3 photos of what stands out the most as you walk through the store.�
Take 3 pictures of what grabs your attention.
SHORT ANSWER
How would you describe Pub Cheese in 3 words?��
“Creamy.”
“Delicious.”
“Orange.”
“Bright Orange.”
“Unnatural.”
“It’s very Orange.”
“Orange, creamy, easy. (insert Trump joke here)”
“Not for me.”
MULTIPLE CHOICE
What was it that gave you this impression?
Choose all that apply.
How likely is it that you will buy this product based on what you’ve seen today?
Meanwhile, back at my desk…
Meanwhile, back at my desk…
THE PHONE CALL
FEEDBACK
What I see…
FEEDBACK
After speaking to the participant…
FEEDBACK
What I see…
FEEDBACK
After speaking to the participant…
FEEDBACK
What I see…
FEEDBACK
Sign
Display
Competition
Cleanliness
What else I see…
DATA ANALYSIS�What do people see?
FLOWERS
SIGNS
SNACKS
DRINKS
FREEBIES
ETC.
50%
It’s very
ORANGE
BRIGHT
MULTIPLE CHOICE
�
Try this at home!
SOFTWARE TOOLS
FREE DIY�A Smartphone & Email
�
+
Thank you, team!
The Emoji Method - Heather Wright Karlson
The Mapping Method – Melanie St. James
The Remote Shop Along - Erin Freeburger
RECAP & REMIX
Now your turn!
Our UX Community is:
Let’s evolve together our UX �and methods!
Ideas? Comments?
Thank YOU!�See you next year!
Heather Wright Karlson - UX Consultant, UXC Bentley University
Mélanie St. James - Associate Director, Tufts University
Erin Freeburger - Sr. UX Lead Specialist, GfK