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

Dec 14, 2023 •252 likes •758 views

Web2.0 NYC Guerrilla Research Methods #GRMethods Todd ZAKI WARFEL @zakiwarfel WHY? #GRMethods | @zakiwarfel Market research is what you do when your product isnt any good. Edwin H. Land , Polaroid invented instant photography

  1. Web2.0 NYC Guerrilla Research Methods #GRMethods Todd ZAKI WARFEL @zakiwarfel

  2. WHY? #GRMethods | @zakiwarfel

  3. “ Market research is what you do when your product isn’t any good. Edwin H. Land , Polaroid invented instant photography #GRMethods | @zakiwarfel

  4. What makes something guerrilla? #GRMethods | @zakiwarfel

  5. “ Guerrilla marketing is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving pro fi ts with minimum money. Jay Conrad Levinson , Author of Guerrilla Marketing #GRMethods | @zakiwarfel

  6. “ Guerrilla methods are faster, less expensive, less rigorous versions of their non-guerrilla cousins. They o ff er an acceptable trade-o ff between rigor and cost e ff ective techniques. Todd Zaki Warfel and Russ Unger , Authors of Guerrilla UX Research Methods #GRMethods | @zakiwarfel

  7. Faster! #GRMethods | @zakiwarfel

  8. Less expensive. #GRMethods | @zakiwarfel

  9. Rigorous enough. #GRMethods | @zakiwarfel

  10. The Naysayers #GRMethods | @zakiwarfel

  11. “ I can’t make multi-million dollar decisions based on information from 8-12 people. My Client , a Big Telco and Media Company #GRMethods | @zakiwarfel

  12. “ We look for what we call the point of least astonishment. Jared Spool , Founder and CEO User Interface Engineering #GRMethods | @zakiwarfel Photo by John Morrison

  13. Change the argument from people to data points. #GRMethods | @zakiwarfel

  14. getreframer.com #GRMethods | @zakiwarfel

  15. You get what you pay for. #GRMethods | @zakiwarfel

  16. “ 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 #GRMethods | @zakiwarfel Photo by Tim Duckett

  17. “ 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 #GRMethods | @zakiwarfel

  18. “ Many of our current ethnographic methods were once considered guerrilla. Ginny Redish, author of User and Task Analysis for Interface Design #GRMethods | @zakiwarfel

  19. ACTIVITY: Hotel Check-in System • Allow people to check-in/out of their hotel • Consider audience, knowledge, experience, pain- points • Should work with or without a mobile device #GRMethods | @zakiwarfel

  20. I. Plan #GRMethods | @zakiwarfel

  21. Start with an activity, context, and time frame. #GRMethods | @zakiwarfel

  22. Q: When was the last time you [...] ? #GRMethods | @zakiwarfel

  23. Q: Can you walk me through how you did that? #GRMethods | @zakiwarfel

  24. Don’t ask what they want. #GRMethods | @zakiwarfel

  25. I. Planning Tips: Test Scenario / Tasks • 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. #GRMethods | @zakiwarfel

  26. II. Recruit #GRMethods | @zakiwarfel

  27. II. Recruiting Tips / Resources • Current customer list • Mechanical Turk • Ethnio • Craigslist • Facebook • Twitter • Friends and family #GRMethods | @zakiwarfel

  28. Recruiting #GRMethods | @zakiwarfel

  29. Recruiting #GRMethods | @zakiwarfel

  30. III. Collect #GRMethods | @zakiwarfel

  31. insightico.com #GRMethods | @zakiwarfel

  32. getreframer.com #GRMethods | @zakiwarfel

  33. Modern day guerrilla methods #GRMethods | @zakiwarfel

  34. Modern Day Guerrilla Methods • Man on the Street • Unmoderated Testing • Burrito Lunch • Mobile Testing • RIPS / RITE • Body Storming • A/B Testing • Design Studio • Remote Usability Testing • Design the Box #GRMethods | @zakiwarfel

  35. Man on the street #GRMethods | @zakiwarfel http://www.flickr.com/photos/csaetre/4645769134/

  36. Man on the street #GRMethods | @zakiwarfel

  37. Burrito lunch #GRMethods | @zakiwarfel http://www.flickr.com/photos/ce28nn/3464906581/

  38. RIPS / RITE #GRMethods | @zakiwarfel

  39. RIPS / RITE #GRMethods | @zakiwarfel

  40. Image Source ABTesting.com r e h g i n h o % i s 0 r 5 e v n o c A/B Testing #GRMethods | @zakiwarfel

  41. A/B Testing Tools • ABTests.com • Google Website • Optimizely Optimizer • NinjaButton • A/B Theme Testing • KISSmetrics Plugin for WordPress • Verster • Visual Website • Modesty Optimizer • Unbounce #GRMethods | @zakiwarfel

  42. Lab Rats #GRMethods | @zakiwarfel

  43. Remote Testing #GRMethods | @zakiwarfel

  44. Remote Testing #GRMethods | @zakiwarfel

  45. Remote Tools • Adobe Connect • Skype • WebEx • iChat • Go2Meeting • Reframer • Silverback #GRMethods | @zakiwarfel

  46. Unmoderated #GRMethods | @zakiwarfel

  47. Unmoderated Tools • Glance.net • Survs • Ethnio • SurveyMonkey • Loop11 • ABTests.com • OpenHallway • OptimalSort • UserFocus • Userlytics • UsabilityTest.com • UserZoom #GRMethods | @zakiwarfel

  48. Video Source: Stephen P. Anderson Body Storming #GRMethods | @zakiwarfel

  49. Mobile #GRMethods | @zakiwarfel

  50. Guerrilla Research Methods #GRMethods Todd ZAKI WARFEL @zakiwarfel http:/ /bit.ly/GRMethods

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