When does it NOT make sense to do user research?
My new project is delayed by a few weeks and I have to say my happy dance is looking pretty good! I totally admit it. I’m excited to have some unexpected non-project-work time. Found time. In between time. Time to work on my daughter's Star Wars birthday party (can you say Obi-wan-Kabob-bies?) and of course craft and share user research-related news and inspiration with you. I hope you find them helpful...
CONVERSATIONS FROM THE CLASSROOM
STUDENT: Does it ever NOT make sense to do user research on something you want to build?
ME: YESSIREE BOB! Here are some examples when I don't think it makes sense, may not be appropriate, or at minimum should give you pause:
When there is a better way to answer the question (for example, with analytics). E.g. How many people ______? How often does _____ occur?
If the timeline doesn't permit it. E.g. We need to understand the customer journey by tomorrow
When people are looking for evidence to "support" a hypothesis or prove a point. E.g. I know this is the best way to move forward and research will prove it.
The question is not defined enough to explore or answer. E.g. There are competing goals and objectives at play, the question is too big
When something is broken, doesn't function, or past its expiration date. E.g. A dead link, visual or behavioral consistency. Just fix it.
To check the "research box". E.g. Yes we totally conducted research. We spoke to the founders/ investors/ our team this morning!
OUR TERMS CAN BE SUPER CONFUSING
Yea, I’m still on my “words really matter” war path. This one might last a while. Why? Because user research terms are super nuanced and precision is extremely important.
The term of the week is Card Sort: It’s a user research method where participants “sort” items or topics into categories that make sense to them. The results uncover how they organize their thinking which is instrumental in building an intuitive structure for whatever you want to create (a product, service, cookbook, you name it). Card sorts can also help you prioritize, label information and develop an intuitive information architecture. They can be conducted in-person and online. My favorite online tool for card sorts is Optimal Workshop’s “Optimal Sort”.
There are three types of card sorts: Open, closed and hybrid. Each has pros and cons. Happy to answer any questions.
SO MUCH TO LEARN, SO LITTLE TIME
NEXT WEEK I start teaching user research in UC Berkeley’s UX Design program. This class is great for those who have some understanding that user research is a great skill to add to their arsenal but aren’t sure where to start, how to get hands-on experience or where to go for mentorship. Trust me. Knowing how to find answers to your own questions (correctly) is incredibly empowering.
PSYCHE! My two new General Assembly classes are getting traction.
A Mixed Methods session called “Conducting User Research Intermediate Bootcamp." This hands-on class explores a variety of generative and evaluative methods. Learn which ones best inform specific types of research questions and phases. The first session will be on Friday, October 4th at 9 am. >> Register here.
The Art of the Interview (not yet posted but is slated to launch on October 3rd.) You’ll see, practice, and get feedback on how to successfully begin an interview, develop rapport with participants, dig deeper, create sound bites, get out of difficult situations, and wrap up while leaving the door open for future correspondence.
NOTE: All General Assembly details (about my class sessions, dates, and times) are always listed on my website. Shortly after you land on the homepage, a pop-up will appear with all the deets. I update this regularly.
The offer still stands too. If you completed one of my User Research Workshops or Bootcamps at General Assembly prior to June 1st, you’re invited to audit an upcoming class of the same type. I’d be thrilled to have you back in the saddle and reap the benefits of the feedback you provided to help improve the class materials and tools. They've evolved tremendously thanks to you! Just email me when you'd like to come.
COMING SOON!
This week we kick off the “Defining our Confusing Terms” crowdsourcing project. I have four team leads ready to go. If you’re interested in being a co-lead or contributor please send me a note. Buckle up - this might be a crazy fun ride.
My “How to Break into User Research” article is on hold while I finish up the UC Berkeley curricula. Stay tuned.
SPEAK UP, GET INVOLVED, SHARE THE LOVE
Ask me questions related to user research. Seriously, bad research keeps me up at night!
Forward this email to someone who you think might enjoy it. Better yet, sign them up here. It will be the gift that keeps on giving.
And that’s a wrap! My third official newsletter-y-email-communication-musing-thingy! I'll stop counting now. They say it takes 21 days to develop a habit. I have my fingers crossed. Regardless, I’d love to hear your thoughts.
