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00:00:02
will not rely on the information
00:00:04
that we actually need and the results
00:00:07
that we will create will not
00:00:10
correspond to what the customer expects, so
00:00:15
I always emphasize this and urge
00:00:18
all designers to
00:00:20
communicate with with your customer's voice,
00:00:23
allocate at least an hour of time for this
00:00:26
conversation, where the customer will tell you what he
00:00:29
wants from you and you will also understand
00:00:32
it better, then you will be able to
00:00:36
immediately discuss any questions that are
00:00:39
unclear to you, we will have a
00:00:42
separate lecture, just a Color interview I will
00:00:45
tell you in more detail what questions
00:00:47
we have, what questions we should ask there
00:00:50
and who exactly we should talk to, but
00:00:52
in general you know that it should be a conversation,
00:00:55
that is, a document
00:00:57
will always not be enough for your practice, and
00:01:01
so after you talk to the
00:01:03
business, after you conduct this
00:01:05
interview, you will need to talk with
00:01:08
your users and those who will
00:01:11
come to the site or app, when I say
00:01:15
talk, I mean that it
00:01:17
will also be an interview. That is, you will
00:01:20
meet with potential
00:01:22
users of this app or site and
00:01:25
talk to by them and so if at the beginning of
00:01:29
our work at the beginning of our career
00:01:32
when we start in ex.ua design we
00:01:36
only need a conversation with
00:01:39
sky-calder So when we talk about
00:01:42
users here we already have a
00:01:44
wider Arsenal Arsenal of methods with which
00:01:48
we have to work and so, user
00:01:51
research is a set of methods for
00:01:53
obtaining knowledge about user experience,
00:01:56
that is, in order for us to create
00:01:59
something for business, something, some kind of cool
00:02:03
tool, so with the help of which
00:02:05
he will achieve his business tasks, we
00:02:09
need to understand very clearly who his
00:02:11
customers are, how they make decisions how do
00:02:15
they think, how do they use something,
00:02:18
what is their past experience, and in order to
00:02:21
learn all this, we need more
00:02:24
methods than just talking, that
00:02:27
's why I say that it's a combination of methods, and
00:02:30
so why do we need these
00:02:32
user studies at all, there are three reasons,
00:02:35
first we it is necessary to understand in what language
00:02:38
our e-e client, our
00:02:41
user, communicates, that is, how he calls some
00:02:43
things for which it is possible that the business has some
00:02:46
specific terms;
00:02:57
no, for
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example, if we were designing an interface
00:03:04
for printing and we had to make it
00:03:06
so that a person chooses on which paper
00:03:09
he needs to print something, we could
00:03:13
use
00:03:14
printing terms, so if we were only
00:03:17
communicating in business, we would create
00:03:19
a function that would show the difference in
00:03:22
paper weight, but when we communicate by
00:03:24
users and ordinary people who
00:03:27
order printing, we understand that they do not understand
00:03:29
this, they do not understand what
00:03:31
these weight designations mean. And they
00:03:34
say, for example, that they want to
00:03:36
print something on thin paper, which
00:03:39
Four Yes, ordinary or on paper
00:03:44
that is thicker, closer to cardboard, and when
00:03:47
we understand this, we can then give a
00:03:49
choice from these markings, which are marked in
00:03:55
human language, so write on thin paper
00:03:59
like flats and write on thicker
00:04:02
paper closer to the cardboard, and then the person
00:04:04
who will order printing will be able to
00:04:07
do it on his own, he will be able to
00:04:09
orient himself in this it will be clear to her,
00:04:12
but these designations And how to
00:04:15
describe it in human language We can only
00:04:18
when we talked with
00:04:20
users, that is, when we
00:04:22
talked with those who will come
00:04:24
to this site and order printing, so when we
00:04:29
know what we need it for next We
00:04:33
need to formulate our task for
00:04:36
research, that is, to understand what exactly we
00:04:39
have to find out, so in the process of these same
00:04:42
studies, our research task
00:04:45
always comes from what we have a
00:04:48
design task, that is, a
00:04:51
customer comes to us and says that we have to
00:04:53
create some functionality or change
00:04:56
some functionality or improve and We need to
00:05:00
understand very clearly what we need to
00:05:03
do so that the customer expects from us and
00:05:06
then we will know what to do next,
00:05:09
communicate with users, what
00:05:11
information we need to get, that is, our
00:05:15
research task is always
00:05:17
formed very clearly from the task
00:05:20
that the customer gave us from the task on
00:05:24
design in general, when we go to
00:05:27
research our target audience,
00:05:29
we almost always need
00:05:32
such a set of information, we need to
00:05:35
communicate with them in order to
00:05:37
distinguish audience segments according to their
00:05:40
typical tasks and understand their needs, that
00:05:43
is, if we talk about the same printing company,
00:05:47
to understand who will come to order
00:05:50
printing so what are the audience segments and
00:05:54
what is important for them, the audience segments
00:05:58
can be,
00:05:59
for example, there are people who are entrepreneurs who
00:06:03
order printing, for example, a menu in their
00:06:08
restaurant once in a certain period. So it
00:06:10
can be someone who needs to print
00:06:13
some document, contract, some
00:06:16
business segment, so quickly there may
00:06:19
be someone who
00:06:21
orders
00:06:23
one-time stickers for their craft and other
00:06:26
products, etc. That is, we
00:06:29
need to understand what types of audiences these are,
00:06:33
types of audiences in general, and usually we
00:06:36
divide by the
00:06:38
tasks with which they come, what I mean,
00:06:42
for example, if the segment of
00:06:45
the audience is entrepreneurs who print menus we
00:06:47
can understand that they most likely
00:06:50
come to print something in the
00:06:54
same format once in a while and when
00:06:58
they turn unintelligible the next time, I
00:06:59
guess their need is to
00:07:03
conditionally repeat their order like this, all the
00:07:07
parameters of their order, but they
00:07:09
will have a little other layouts in terms of
00:07:13
content, such as the words that will be printed
00:07:16
on the pages of this menu, if we say
00:07:18
that this is a person who comes to
00:07:22
printing or orders the
00:07:25
printing of some document through the interface, then we understand
00:07:28
that she probably does not want to spend time
00:07:31
choosing some options of a large
00:07:35
number who does not need it because it is a
00:07:37
simple friend just on A4 format and the
00:07:41
need of this person to do it as
00:07:43
quickly as possible as
00:07:46
quickly as possible and so on, that is, when we
00:07:48
understand who is
00:07:51
contacting our site with what tasks, from this we
00:07:54
can understand what functionality
00:07:56
this person needs when returning before
00:07:59
social research, we have to understand
00:08:01
what are the audience segments, their tasks and
00:08:04
needs, we have to understand what functions
00:08:07
and information a site or application should contain,
00:08:10
based on who will
00:08:13
use it, for what tasks, we can
00:08:17
find ideas for improvement in our research,
00:08:19
if we have such the task is
00:08:21
before us and we can check
00:08:24
hypotheses about hypotheses I want to tell a
00:08:27
little more about hypotheses in the
00:08:29
designer's work - these are assumptions that we
00:08:33
have to check, but the peculiarities of
00:08:36
the construction of the assumptions that we have to
00:08:38
build are such that any of our assumptions
00:08:41
must contain several components, the
00:08:44
first component - this is something that we can
00:08:47
do, and the second component is
00:08:51
something that
00:08:53
will help the business to improve its
00:08:56
indicators. Now on the website,
00:09:00
Nils Normandgroup's website is indicated and the designer's hypothesis
00:09:02
can be like this,
00:09:04
if we show some links in the articles on this website,
00:09:09
yes, or banners
00:09:12
on the training, which they have something related to the
00:09:16
topic of this article, so more people
00:09:18
will
00:09:20
buy tickets for this training. Yes,
00:09:23
my guess is that it is based on these
00:09:25
two things and about which I said that there is still a
00:09:29
need to change, for example, insert a
00:09:31
banner about the training in the article and the benefits it
00:09:34
receives business is actually He
00:09:37
gets new new students and so we
00:09:42
talked about what
00:09:44
research is for and why they are
00:09:46
needed now let's move a little
00:09:49
closer to the actions and so in our research there
00:09:52
is a plan the first thing we have to do after
00:09:55
we have determined our our task
00:09:58
is to choose methods, that is,
00:10:01
how we will collect the necessary information for us,
00:10:04
information to perform
00:10:06
our task, then we will look for
00:10:09
respondents, that is, people with whom we
00:10:11
will communicate, talk with them,
00:10:13
collect this data, then analyze the
00:10:15
results, that is, the data that we collected and
00:10:18
form our hypotheses about what
00:10:22
the interface should be for them i.e. how
00:10:26
can we improve their experience of
00:10:29
using something or how
00:10:33
can we create that better better experience
00:10:36
Then after We form our
00:10:39
ideas we implement them in our prototypes
00:10:42
in site layouts or applications and then
00:10:45
again to check whether it will
00:10:48
work or not and as I promised you
00:10:52
today we are talking about methods there are several
00:10:55
methods that we will talk about today
00:10:57
but in general you have to know because there are
00:10:59
many many more the first method
00:11:02
is expert interviews this is when we
00:11:05
talk to business representatives who
00:11:08
communicate with our audience and can
00:11:10
tell us something about our
00:11:12
users. The second is web analytics.
00:11:15
That is, it is data that we can collect and
00:11:19
see how people use an already
00:11:22
ready site or application. We can
00:11:26
listen to calls or read
00:11:29
chats, read reviews, that is, collect
00:11:31
information that is in in some
00:11:34
text format or audio format, we
00:11:38
can conduct a survey, we can
00:11:40
finally meet and talk with this
00:11:43
audience and we can look at the sites together with the same
00:11:46
audience, that is,
00:11:49
find out how they already solve their
00:11:52
problem. Now, if we talk about sites of the
00:11:55
same printing, we can ask
00:11:58
our users to go to various
00:12:00
sites and try to order something for
00:12:03
printing and understand how convenient or
00:12:07
inconvenient it is for them, and about how we can
00:12:10
analyze competitors, that is,
00:12:12
understand what is cool and what is not cool in the
00:12:15
solutions that already exist on the market now
00:12:18
on the slide you can see next to each method the
00:12:20
period for it can be conducted. That is,
00:12:24
there expert interviews in 1-2 days, data
00:12:27
for analysts can also be collected in two days,
00:12:28
listen to ringing chats in two
00:12:31
days, yes, the survey is also quite fast,
00:12:34
we can conduct interviews and
00:12:36
testing, we need a little more time,
00:12:39
but in general it is necessary to understand that
00:12:42
we use these methods in parallel. That is, we do not
00:12:45
wait there until we finalize one
00:12:48
method and move on to another. For
00:12:51
example, we can
00:12:53
simultaneously start working with experts,
00:12:57
interview, collect data, we can start
00:13:00
listening to calls on the same day and
00:13:02
read read read in which
00:13:05
our clients communicate with our
00:13:08
managers, we can launch a survey on the very first
00:13:10
day, so for interviews and
00:13:15
tests, it takes a little more time, but in
00:13:17
general, it is also invested in one
00:13:19
activity.
00:13:23
days,
00:13:25
you can
00:13:28
work out these two methods, I have shown these
00:13:32
terms here so that you understand that
00:13:35
research is not very long, it is not
00:13:39
necessary to go to research for a month or several
00:13:43
and just do it.
00:13:46
It can be done in real practice
00:13:48
quite quickly if you prepare If
00:13:52
you are planning your work and in order
00:13:54
not to work on it for an eternity,
00:13:58
we need to
00:13:59
prepare before we start
00:14:01
our research, and so for expert
00:14:04
interviews we need to arrange
00:14:06
meetings, this can be done right at
00:14:09
your first meeting with the customer. While you will
00:14:11
conduct interviews with stakeholders on the same
00:14:14
day in the same conversation you
00:14:17
can agree When you can
00:14:19
talk to other employees who
00:14:22
communicate directly with customers
00:14:26
also in the same first meeting when you
00:14:29
will speak as a customer you can
00:14:31
ask for data
00:14:33
and access to the web analytics and it is better to
00:14:37
do it earlier because it may be that
00:14:40
they will not be found so quickly, so it
00:14:42
will take some time for this, the
00:14:45
earlier you request it, the better it will be
00:14:48
for you, also at the first meeting with the customer,
00:14:50
you can request recordings of conversations
00:14:53
phone numbers and request access to
00:14:56
chats that you can read so that this
00:14:59
information can be prepared for you
00:15:01
earlier than to prepare for surveys at the
00:15:06
first meeting with the customer, you need to
00:15:08
ask in what format he
00:15:10
stores the
00:15:11
contacts of his customers so that you can understand
00:15:14
how you can
00:15:16
distribute your surveys How do you
00:15:20
will be able to send them out or how you
00:15:22
will be able to collect this information for
00:15:25
interviews and comparative testing you
00:15:28
need to understand whether your customer can help you
00:15:31
find an audience of
00:15:34
people with whom you can communicate,
00:15:37
most likely he has some contacts of
00:15:41
people with whom you will be able to talk and
00:15:44
you need to invite them so that
00:15:47
you are already ready to contact them,
00:15:52
communicate and schedule meetings,
00:15:55
that is, you need to conduct this entire preparatory process
00:16:00
in the first meeting
00:16:02
with the customer, if you do this, then you
00:16:06
will then be able to quickly organize
00:16:08
your entire research process and so you and I will
00:16:11
now analyze all these 6 methods
00:16:14
in more detail. The first method is
00:16:17
expert interviews. I recommend
00:16:20
starting
00:16:21
expert interviews with them. As I already told you,
00:16:24
these are meetings and conversations with people who already
00:16:28
communicate with potential or
00:16:32
existing customers. business clients who can tell
00:16:35
you a lot about them. Tell me who it can
00:16:38
be first - it can be people who
00:16:41
answer customer calls, if, for
00:16:43
example, there is a phone number on the website or in the app that you
00:16:45
can call, then
00:16:49
you can
00:16:50
find out who answers these
00:16:53
calls and talk with this person, this
00:16:55
person will be able to tell you what
00:16:58
questions are not asked most often yes
00:17:01
What is important for people who call
00:17:04
and so on you can talk to a
00:17:06
person who sells services online and
00:17:09
offline you can talk to a person who
00:17:12
monitors and responds to comments
00:17:14
on social networks with a person who responds to
00:17:17
letters and messages from users in
00:17:20
messengers, for example with a person who
00:17:23
meets with users in the
00:17:24
real world. For example, if
00:17:28
this company has shops or offices and
00:17:31
people come there, it will also be great for you to
00:17:34
talk to this person because she
00:17:36
can tell you a lot in these
00:17:40
interviews, you will talk to people and
00:17:44
ask them questions that will
00:17:46
relate to the topics of what groups
00:17:49
users can be divided into, what
00:17:52
tasks these users come with, what
00:17:56
communication features they have,
00:17:58
what questions they ask most often
00:18:02
or what they are dealing with, any Requests
00:18:05
it is possible and it is not possible to decide on your
00:18:07
own right now and it is cool to understand if there are
00:18:11
any requests that people could decide on their
00:18:13
own to understand why they
00:18:15
call like this and not do this and what
00:18:18
requests in their opinion it would be better if
00:18:21
users could
00:18:24
fulfill them themselves what is the point of all this
00:18:27
information. Perhaps there is some information on the website, on the website or on the
00:18:31
website that we work with, that
00:18:37
these people are requesting, for example, some
00:18:40
features of the service, and if we
00:18:44
understand that these
00:18:46
questions can be answered
00:18:48
independently, but our users
00:18:51
are calling for some reason, then we can make
00:18:53
assumptions that we have shown this information is not
00:18:58
incorrect or in some way unclear
00:19:01
to users or in a place where
00:19:03
they do not find it, but
00:19:06
this assumption must always be validated with the
00:19:09
business because it can
00:19:12
happen that
00:19:14
it is done on purpose, that is, for
00:19:18
example, there are some specifics of
00:19:21
the service that are not described and Business is
00:19:25
counting on the fact that a person
00:19:27
will call him or contact him in some
00:19:30
way in order to clarify this and Business
00:19:32
is better for business because people, for
00:19:35
example, often make the
00:19:38
wrong decision and choose
00:19:42
some configuration of this service incorrectly and
00:19:44
then remain dissatisfied with the
00:19:48
interaction with this by the company and sometimes it is
00:19:51
done on purpose And sometimes because
00:19:54
[music]
00:19:56
did not work well, the sites did not work well, we
00:19:59
will also have to deal with this second
00:20:01
method of data collection - it is analytics for
00:20:04
applications, amplitude is more often used
00:20:07
for sites, it is Google Analytics, 2
00:20:11
of the most common tools, and yes, it is
00:20:14
analytics that helps us understand
00:20:17
it helps us to understand who our
00:20:19
users are and the peculiarities of their behavior
00:20:23
when they are on our site
00:20:26
or in the application, and so about the audience without
00:20:29
any specific and complex
00:20:31
settings, we can understand
00:20:33
mainly women - are they men, we
00:20:36
can understand their age, we can
00:20:39
find out from which population they are points
00:20:42
from which devices they come to our
00:20:45
site and use it, is
00:20:48
it more often a mobile phone? Is it more often a computer, so we
00:20:52
can understand some of their behavioral
00:20:55
features, for example, we can
00:20:56
find out on which days and at this time they are
00:21:00
there more often, how much time they
00:21:02
spend on our on the site, what are they
00:21:05
looking for on the site, if there is a Search, since most
00:21:08
often they go through the
00:21:11
pages, what is their path on this site, and
00:21:16
so on, in fact, we
00:21:19
can
00:21:20
learn a lot, we will also have a separate lecture about this,
00:21:24
but in general, we can understand the
00:21:27
structure of this the audience is an interesting moment
00:21:31
with analytics, you need to learn to work and
00:21:34
learn not to draw any quick
00:21:39
conclusions and take into account the details. For example,
00:21:42
we can find out that the majority of our
00:21:45
audience comes to our site from a
00:21:48
mobile phone. But if we look at
00:21:51
what device they use to perform some
00:21:55
useful action for us for example, we ask about the
00:21:57
same printing issue, so we can
00:22:01
understand that, for example, more often people
00:22:04
come from a mobile phone, so see what
00:22:07
services we have and how much they cost,
00:22:09
but they order printing actually from disko,
00:22:12
so when we will design, when we
00:22:15
will create some functionality for them,
00:22:17
we have to take into account So,
00:22:20
most likely, they will do it with a
00:22:24
computer and they should first of all be
00:22:28
comfortable doing it there, but when we
00:22:32
know what they read about these services and
00:22:34
try to understand how much it can
00:22:36
cost them from the phone, then that's it for us
00:22:40
it means that we are on the pages where we will
00:22:43
describe this and talk about it, we
00:22:45
should focus more on mobile
00:22:47
devices, the third way of gathering information
00:22:51
is to listen to call recordings or
00:22:54
read chats and read reviews, any
00:22:58
company usually writes all these conversations and you
00:23:02
can
00:23:03
listen to them and any -which company keeps
00:23:08
keeps chats so who were with their
00:23:11
customers to them You can go back you
00:23:13
can always request this information
00:23:17
maybe you will have to sign for
00:23:19
this nda Yes some documents about
00:23:22
non-disclosure but in general This information
00:23:24
is And it is usually easily accessible and it is
00:23:29
quick and easy a way to
00:23:31
find out something about your audience
00:23:35
before you go talk to them when
00:23:38
you listen to calls and read chats you
00:23:40
need to pay attention to two things
00:23:42
first these are words and terms what do
00:23:46
people call it how do they formulate their
00:23:48
problem how do they formulate their problems
00:23:50
how they formulate their request, what do they
00:23:54
call the functions or
00:23:58
features of the services provided by the
00:24:00
company that you will talk about
00:24:02
on the site, you will then be able to use these
00:24:05
words in your interfaces on your sites
00:24:09
or applications, and you also need to pay
00:24:12
attention to the sequence of questions and what
00:24:16
exactly
00:24:17
they are interested in people when they
00:24:19
call or write, this sequence will
00:24:22
help you a lot later when you will
00:24:25
already create site layouts because you
00:24:29
will understand what is of primary interest to
00:24:32
your users, what they pay
00:24:35
attention to, then the fourth way of collecting
00:24:37
information is a survey survey when
00:24:41
we say that we usually imagine
00:24:44
I think that in your
00:24:47
real-life experience you have filled them out and seen
00:24:51
such surveys, so when you go to the
00:24:53
site and you are asked to answer
00:24:57
several
00:24:58
such questions, but I want to tell you that
00:25:00
surveys can actually be in
00:25:04
other formats, so for that in order to
00:25:07
collect information, you can
00:25:09
use business communication channels.
00:25:12
For example, if there are social networks, you
00:25:16
can
00:25:17
post a question in Stories
00:25:21
to which you want
00:25:23
an answer and with options for answers, and in
00:25:27
this way you can collect this
00:25:30
information because you can write a
00:25:32
post on social networks. So where presented
00:25:36
business on their official pages and
00:25:38
collect answers, you can record a
00:25:42
survey or ask questions if
00:25:45
your business with which you work has
00:25:47
some kind of community and collect information
00:25:49
about your audience there, and you can also
00:25:53
use widgets that
00:25:55
use sites, for example,
00:25:57
chats, so when I I think you have seen this, there is a
00:26:00
chat on the website page, and if
00:26:05
you click on it, there is a question, what can we
00:26:08
help you with? They ask you, but you can
00:26:11
change this question and ask your
00:26:15
business to write some other
00:26:18
question there, which is important,
00:26:21
important for you, something, what do you want
00:26:23
find out about your audience, the fifth
00:26:28
way of gathering information is an interview with the
00:26:31
target audience, an interview is a
00:26:33
conversation already with users, that is, before
00:26:37
that, you talked all the time with the business,
00:26:39
with the person who orders this service from you.
00:26:41
Then you talked with the
00:26:45
employees like of this company who
00:26:47
communicate directly with the audience
00:26:51
for which you are creating some kind of solution and the
00:26:53
third type of interview that you will
00:26:56
need is an interview with end
00:26:59
users As you can see in the work of a
00:27:02
designer there are a lot of
00:27:05
conversations.
00:27:08
your
00:27:11
users in general It will depend
00:27:14
on the task you are performing so on
00:27:17
what you need to do but in general
00:27:21
If you
00:27:22
average all the questions you
00:27:25
need to talk about then you will almost always
00:27:26
have a fairly standard set of topics
00:27:31
you need to talk to your
00:27:33
users and find out they have What
00:27:35
life task are they trying to solve
00:27:37
with the help of the site or application, this will affect what
00:27:41
functionality you will create,
00:27:43
for example, if you were creating an application
00:27:46
that helped people track
00:27:50
their expenses, then you would need to
00:27:54
find out what task they perform with the
00:27:57
help of this app, for example, they
00:28:00
can perform the task of saving up
00:28:03
for a car, that is, they want to
00:28:06
track their expenses in order to
00:28:08
understand where they can reduce them,
00:28:12
so that they can save up some
00:28:16
amount and buy something, or you can
00:28:18
find out that your users are
00:28:22
trying, I don’t know, to get out of debt, so
00:28:26
they have some kind of credit debt and they
00:28:28
track their expenses in order to
00:28:30
understand how they can save money
00:28:33
and pay off this debt sooner. When there are two
00:28:36
such different tasks, it means that
00:28:38
your functionality will be different, that is, you will
00:28:41
need to understand who you are
00:28:43
targeting and who your target audience is
00:28:46
for whom are you making this folder, if you
00:28:48
know that the
00:28:50
life task of your user is to
00:28:53
save for a car, yes, you can, for
00:28:56
example, add some other tools to this promotion,
00:29:02
for example, tell your
00:29:05
user about some profitable deposits, I don't know.
00:29:08
Yes, and
00:29:11
he will be able to invest and multiply
00:29:14
his income yes Or if you know that it is
00:29:20
difficult for the user to pay off
00:29:22
some of his credit debts, then you
00:29:27
can, I do
00:29:29
n't know, give him the opportunity to spend his
00:29:34
money more efficiently, for example, because you
00:29:37
will talk about some
00:29:40
promotional offers in the categories of expenses
00:29:45
that he has, that is, help him
00:29:49
spend less I do
00:29:54
n't know how to use these funds. Add some
00:29:58
financial lessons or financial
00:30:00
literacy tips. If he could do it
00:30:03
more effectively, you also need
00:30:07
to talk to your users in which
00:30:09
cases they use the service,
00:30:11
i.e. what is their motive, what do they start
00:30:14
using it, how do they look for a
00:30:16
solution of their task, how do they choose what for
00:30:19
them? It is important when choosing how they
00:30:21
are used for the first time and again and
00:30:24
why they stopped using what they
00:30:27
used, that is, if you
00:30:32
find out that your target audience is a
00:30:34
person with whom you communicate.
00:30:45
Excel, yes, then to know why it is not
00:30:49
suitable, so what functions were missing
00:30:52
or what was missing in those tools
00:30:55
that they already used, this
00:30:57
will help you understand what you should add,
00:31:00
what functions you should add in your
00:31:02
website or application and the last way of collecting
00:31:06
information is comparative testing
00:31:08
comparison testing is a way to
00:31:11
analyze the
00:31:13
solutions of
00:31:14
competitors That is, you can
00:31:19
look together with your user and the
00:31:22
person you met with the sites of
00:31:24
competitors that I have already told you
00:31:26
so today you can try together
00:31:29
with your user to solve some of his
00:31:32
problems with the help of other sites that
00:31:35
exist for with the help or with the help of
00:31:37
other applications that exist in this
00:31:40
market and understand what works for them And what does
00:31:42
not work in this way you will be able to
00:31:45
understand which of the functions or features
00:31:48
you should
00:31:50
reuse So what is already on the market
00:31:53
and what, on the contrary, is unclear for your target
00:31:55
audience or it works very poorly
00:31:58
and thus do not repeat the
00:32:01
same mistakes that your competitors have already made. The
00:32:06
last two methods of gathering
00:32:09
information in general
00:32:11
in real life are combined into
00:32:15
one activity, that is, when you
00:32:17
meet a person with a representative of
00:32:20
your target audience, you immediately
00:32:22
you talk with her and look and look at
00:32:26
the sites for this, you don’t need separate
00:32:28
meetings, it can all be done in one
00:32:31
such meeting in order to gather the
00:32:34
necessary information for the project, we
00:32:37
need eight respondents in total,
00:32:39
that is, we need to talk to 8
00:32:43
people, you can imagine that this is not enough Yes and
00:32:46
In general, we can think that how many
00:32:48
people have so many opinions, but in real
00:32:51
practice, if you start conducting such
00:32:54
research, you will very quickly understand that
00:32:57
such a scheme works here, there are the first 5 people
00:33:00
who give you some unique information,
00:33:03
something. What will you learn for the first time and then
00:33:06
after the fifth of a person, everything you are
00:33:09
told and everything you notice in
00:33:11
your meetings with respondents is
00:33:14
information that is already repeated in general
00:33:17
as researchers. We take eight
00:33:20
respondents. Why?
00:33:28
some
00:33:31
common features, how users
00:33:34
behave, how they make decisions, how
00:33:37
they think, how they perceive something, that is,
00:33:39
after the fifth respondent, you almost
00:33:43
stop getting any unique
00:33:45
information, after you had
00:33:47
eight respondents, in order to get
00:33:50
any significant unique information, you
00:33:53
need to talk to a very large
00:33:55
number of people, there
00:33:57
are still 20 of us, you need at least to
00:34:01
get some crumb of something unique,
00:34:04
and this is generally considered
00:34:09
unjustified, so wrong, and it is an
00:34:11
unjustified waste of resources. That is,
00:34:14
it takes a very, very long time, but gives
00:34:18
very little benefit, so we usually
00:34:21
stop on eight respondents, and
00:34:25
this is enough for us to
00:34:27
understand how our users make decisions, think
00:34:30
or behave, but
00:34:33
for our research to be effective, we
00:34:37
need to take into account one key, one
00:34:42
key indicator,
00:34:43
our audience must have some relevant
00:34:48
task or experience that they had recently,
00:34:54
i.e. if we return to the
00:34:56
printing order, what? Yes, it must be a person who
00:35:00
either needs to print something or a
00:35:02
person who printed something ordered
00:35:06
it from a printing company During the last three
00:35:09
months, that is, has some experience that
00:35:12
she can remember and tell us about and
00:35:15
in general this is enough, we have to take it
00:35:18
into account But we have to take into account that
00:35:20
necessarily an example would not work for us if a
00:35:24
person
00:35:26
could potentially print something
00:35:28
like this or when you say to a person Imagine
00:35:32
you need to print something What do you
00:35:34
want to print something This doesn't
00:35:37
work for us because any imagined
00:35:39
experience yes or hypothetical experience
00:35:42
never does not match the real with the
00:35:45
real experience when a person really
00:35:47
needs it, she will think differently, it
00:35:50
will be different for her, she will
00:35:52
make decisions in a different way, so an actual task
00:35:55
or an actual experience that happened
00:35:58
recently is necessarily a criterion,
00:36:01
we also need to take into account that it is not can
00:36:03
be
00:36:04
Our friends, because when we
00:36:07
communicate with our friends or
00:36:09
acquaintances, they are people whom we
00:36:12
influence, who influence us. They have already
00:36:15
formed some kind of relationship with each other, and
00:36:18
when we talk to them, the
00:36:21
information we collect will be
00:36:24
slightly distorted.
00:36:28
this person wants to make a soft impression on us, so it is
00:36:31
desirable that they are strangers and
00:36:34
also an important point is that we cannot
00:36:36
count ourselves as a respondent as well as a
00:36:40
representative of the target audience because
00:36:42
we have some interest of our own in this matter,
00:36:46
that is, we have something What is interesting to us in this
00:36:49
project So that we would like to make some
00:36:51
decisions that we would like to show in this
00:36:54
interface or on this site Yes, and
00:36:57
this will affect what information we
00:37:01
will take into account, so we as designers and
00:37:05
researchers cannot take ourselves into account and
00:37:08
cannot consider our friends now
00:37:11
Let's talk about where to look for where to
00:37:14
look for these people where to look for this audience
00:37:16
and here we have a large number of ways
00:37:21
in general the first The first way is the existing
00:37:24
customers of the business, that is, if it is something that already
00:37:27
exists, someone is already using it, then the
00:37:30
business in general usually has some channels of
00:37:34
communication with these people through which he
00:37:36
can invite these people to talk yes
00:37:39
to meet you it can be emails
00:37:42
it can be phones it can be
00:37:44
their pages in social networks So where
00:37:49
can they post this request and say
00:37:51
that they are looking for someone who can the
00:37:54
next channel to talk to you is
00:37:56
professional communities. For example, if
00:37:59
we are talking about the same printing again, there are
00:38:03
some professional communities where people
00:38:07
order printing or there are
00:38:11
communities of your competitors, for example,
00:38:14
some Facebook page of a
00:38:16
competitor's printing where you can also
00:38:20
write your post or see who is
00:38:23
there there is and invite these people to talk with
00:38:27
you as well as my practice I
00:38:30
just used the sites of the boar
00:38:34
and OLX where I looked for these people and where I
00:38:37
just wrote a message yes and
00:38:38
offered it in the format of a job so
00:38:42
talk talk with me for some kind of
00:38:45
monetary reward yes for payment
00:38:48
I paid this time, but if this is a
00:38:52
method, yes, if it was not possible to get
00:38:55
these people from other channels,
00:38:57
why not, this is also one of the methods and the
00:39:02
last most expensive is recruiting
00:39:06
agencies, that is, there are companies that are looking for a
00:39:09
target audience for you according to the parameters that
00:39:11
you specify, they can to find people for you
00:39:14
is to organize these meetings, there are
00:39:18
several points that you need to
00:39:20
take into account about the respondents about these people
00:39:23
with whom you will meet, first of all,
00:39:25
they should not be prepared
00:39:28
in advance, that is, in order for them to
00:39:33
communicate with you, they will give you information that is useful for
00:39:35
you, you need a lot
00:39:38
preferably Let's say yes, don't tell them
00:39:41
which business you cooperate with, don't
00:39:44
mention any names of businesses, because
00:39:48
if you say that, these people will go to the
00:39:51
site with which you work, learn everything there very
00:39:55
thoroughly, and when you talk to them,
00:39:58
they will already will be
00:40:00
prepared prepared for this
00:40:03
conversation And you need the experience of people who did
00:40:06
not prepare for this because in
00:40:08
real life people who come to the
00:40:11
site do not prepare and they perceive it differently
00:40:13
then they perceive it differently,
00:40:17
so if your respondent knows
00:40:20
what you will be with to work, he will most likely
00:40:22
go to this site, learn everything there,
00:40:24
look, and you will not understand how a
00:40:27
person who comes there
00:40:29
for the first time interacts with it. And this is generally the
00:40:31
most valuable experience and most valuable
00:40:35
information for you, so when you recruit
00:40:39
respondents, you can tell them to
00:40:42
write in message What are you
00:40:44
researching how people use something
00:40:47
for example Are you researching how people
00:40:49
order printing or buy TVs
00:40:53
or
00:40:54
order some cleaning service or
00:40:59
anything What are you working with i.e. tell
00:41:02
your respondents that you
00:41:04
are inviting them to a conversation and that you are
00:41:07
researching some topic not tell them
00:41:09
names because then you won't be able to
00:41:13
gather relevant experience their is an important
00:41:17
moment at the beginning of your practice when you are
00:41:20
just starting to meet people
00:41:22
just
00:41:24
practice so do it then do
00:41:27
n't make these meetings more than an hour because
00:41:32
you are very tired talking
00:41:34
talking keep focus on this conversation
00:41:38
write down the answers that the interviewees tell you
00:41:40
and conduct this conversation. It
00:41:44
will be very difficult, therefore, expect
00:41:46
this meeting to last no longer than that, and
00:41:48
by the way, your interviewee will also be tired if it takes
00:41:50
more than an hour to answer your
00:41:53
questions and
00:41:54
because it will be more than an hour, then in an
00:41:56
hour you will also collect not enough
00:41:59
quality information, secondly, do not schedule
00:42:02
more than four meetings in one day,
00:42:05
it will also be difficult for you cognitively, it will be
00:42:07
difficult to spend more than four such
00:42:10
hours in a focused conversation with people, it
00:42:13
will be difficult to collect orient this information,
00:42:16
so take care of yourself in this and
00:42:19
always take breaks 20 - 30 minutes between
00:42:22
meetings that you will spend so
00:42:26
that you can breathe out, drink water,
00:42:29
look out the window and adjust to another
00:42:32
conversation, these are such technical points that
00:42:36
will help you a lot in your practice, so
00:42:40
when you are especially a beginner, do not go
00:42:44
crazy from all this information that
00:42:47
you will also receive We also have to say
00:42:50
thank you to our respondents in words, you
00:42:53
talked with them for an hour, they told you
00:42:55
some very personal stories from life, and
00:42:59
it is important to psychologically end
00:43:02
this conversation comfortably.
00:43:11
new What we didn't know that is
00:43:14
really valuable for us In this way we
00:43:17
comfortably end the conversation for the person
00:43:20
and also note some
00:43:22
key insight for ourselves yes The main thing we
00:43:25
learned from this conversation and this meeting
00:43:28
with the person in general Today we talked with you
00:43:32
about all the most common and
00:43:35
simplest methods of collecting information for
00:43:38
each of them, we will have a separate lecture with you.
00:43:40
And also homework where you
00:43:43
can
00:43:44
practice and I congratulate you. Now you
00:43:48
know what research methods exist and
00:43:51
will be able to work with it in the future

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