Guerrilla Research Methods #GRMethods Todd ZAKI WARFEL @zakiwarfel - - PowerPoint PPT Presentation

Guerrilla Research Methods

Web2.0 NYC

WHY?

Market research is what you do when your product isn’t any good.

Edwin H. Land, Polaroid invented instant photography

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What makes something guerrilla?

Guerrilla marketing is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money.

Jay Conrad Levinson, Author of Guerrilla Marketing

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Guerrilla methods are faster, less expensive, less rigorous versions of their non-guerrilla cousins. They offer an acceptable trade-off between rigor and cost effective techniques.

Todd Zaki Warfel and Russ Unger, Authors of Guerrilla UX Research Methods

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Faster!

Less expensive.

Rigorous enough.

The Naysayers

I can’t make multi-million dollar decisions based on information from 8-12 people.

My Client, a Big Telco and Media Company

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We look for what we call the point

• f least astonishment.

Jared Spool, Founder and CEO User Interface Engineering

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Change the argument from people to data points.

getreframer.com

You get what you pay for.

The minimum necessary time, budget and fuss so this kind of insight is available to pretty much any client, budget, or timeframe.

Leisa Reichelt, Freelance UX Consultant

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My boss is an anthropologist and she won’t let me buy your book. She says guerrilla methods aren’t reliable.

Participant, Guerrilla Methods UX Week

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Many of our current ethnographic methods were once considered guerrilla.

Ginny Redish, author of User and Task Analysis for Interface Design

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• Allow people to check-in/out of their hotel
• Consider audience, knowledge, experience, pain-

points

• Should work with or without a mobile device

ACTIVITY: Hotel Check-in System

• I. Plan

Start with an activity, context, and time frame.

Q: When was the last time you [...] ?

Q: Can you walk me through how you did that?

Don’t ask what they want.

• Start with an activity, context, and time frame
• Ask for them to show and tell
• Listen for pain points and seek opportunities
• Don’t lead the user to the “right” path
• Allow for exploration and discovery
• Only build what you need. No more.
• I. Planning Tips: Test Scenario / Tasks

• II. Recruit

• II. Recruiting Tips / Resources
• Current customer list
• Mechanical Turk
• Ethnio
• Craigslist
• Facebook
• Twitter
• Friends and family

Recruiting

Recruiting

• III. Collect

insightico.com

getreframer.com

Modern day guerrilla methods

• Man on the Street
• Burrito Lunch
• RIPS / RITE
• A/B Testing
• Remote Usability Testing
• Unmoderated Testing
• Mobile Testing
• Body Storming
• Design Studio
• Design the Box

Modern Day Guerrilla Methods

Man on the street

Man on the street

Burrito lunch

RIPS / RITE

RIPS / RITE

A/B Testing

5 % h i g h e r c

• n

v e r s i

• n

A/B Testing Tools

• ABTests.com
• Optimizely
• NinjaButton
• KISSmetrics
• Verster
• Modesty
• Unbounce
• Google Website

Optimizer

• A/B Theme Testing

Plugin for WordPress

• Visual Website

Optimizer

Lab Rats

Remote Testing

Remote Testing

Remote Tools

• Adobe Connect
• WebEx
• Go2Meeting
• Silverback
• Skype
• iChat
• Reframer

Unmoderated

Unmoderated Tools

• Glance.net
• Ethnio
• Loop11
• OpenHallway
• UserFocus
• UsabilityTest.com
• Survs
• SurveyMonkey
• ABTests.com
• OptimalSort
• Userlytics
• UserZoom

Body Storming

Mobile

Guerrilla Research Methods