用户研究方法概述ppt-48-9-12-23-20-24-25

User
Experience
Research
Methods
in
3D:
What
to
Use
When
and
How
to
Know
You’re
Right
ChristianRohrer,PhDSeniorDirectorofUserExperienceDesignMove,Inc.|REALTOR.comPresentedatBayCHI,SFchapterofACMSIGCHIJanuary13,2009-Palo,Alto,CA1©
2009
ChrisCan
Rohrer
Topics
• The
User
Research
Landscape
• QualitaCve
Validity
• User
Research
Classes
• Desirability
• True
Intent
Studies
• User
Experience
and
Strategy

2How
this
got
started
3
User
Research
Landscape:
Three
Dimensions
of
Methods
1. AStudinal
vs.
Behavioral
2. QualitaCve
vs.
QuanCtaCve
3. Context
of
website
or
product
use
4Qualitative(direct)Quantitative(indirect)AttitudinalBehavioral©2008byChristianRohrerWhatpeoplesayWhatpeopledoWhy&HowtofixHowmany&Howmuch
Ques%ons
answered
by
research
methods
based
on
Data
Source
&
Approach
ApproachDataSource5The
AStudinal
vs.
Behavioral
Dimension
• AStudinal
Research
– Understand,
measure,
or
inform
change
of
people’s
stated
beliefs
– OWen
called
“self‐reported”
data
– OWen
relied
on
heavily
in
markeCng
departments
– Example
methods:
Surveys,
Focus
Groups
• Behavioral
Research
– Understand
what
people
do
with
minimal
interference
from
the
method
itself
– Example
methods:
Data
Mining/Analysis,
Eyetracking
6The
QualitaCve
vs.
QuanCtaCve
Dimension
• QualitaCve
Research
– Data
typically
gathered
directly
by
observing
the
user
– Researcher
can
ask
follow‐up
quesCons,
probe
on
behavior,
and
possibly
adjust
the
protocol
as
the
study
progresses
– Analysis
of
data
is
not
mathemaCcal
• QuanCtaCve
Research
– Data
typically
gathered
indirectly
through
a
research
instrument
such
as
a
survey
or
web
server
logs
– Large
amounts
of
data
that
can
be
coded
and
analyzes
mathemaCcally
7The
AStudinal
vs.
Behavioral
Dimension
• Mixed
approaches
– In
the
middle
of
the
spectrum
are
the
two
most
popular
methods:
• Usability
lab
studies
• Ethnographic
field
studies
– Though
they
oWen
include
a
mix
of
aStudinal
and
behavioral
data,
they
are
generally
best
for
understanding
user
behavior
8Research
Methods
Landscape
9Usability
Lab
Studies
• ParCcipants
are
recruited
for
1‐on‐1
sessions
where
they
are
given
tasks
and
are
asked
to
complete
them
using
a
prototype
or
the
live
site
• ParCcipants
think
aloud
as
they
complete
the
assigned
tasks
• Researcher
observes
and
notes
their
behavior
• Data
oWen
reveals
usability
issues,
content
issues,
and
users’
mental
models
• OWen
done
iteraCvely
throughout
the
design
process
10Research
Methods
Landscape
11Ethnographic
Field
Studies
• ParCcipants
are
observed
in
their
natural
environment
(most
typically
in
their
homes,
offices,
or
where
ever
they
use
the
product)

• Provides
a
deep
understanding
of
their
lifestyles,
cultures,
process,
and
work‐arounds
as
a
basis
for
beger
understanding
their
needs
and
problems
• Best
if
done
early
in
the
development
process
to
help
inform
features
and
funcConality
12Research
Methods
Landscape
13Focus
Groups
• ParCcipants
are
asked
about
their
reacCons
to
a
product,
service,
concept,
brand,
or
adverCsement
in
a
small
group
seSng
(usually
6‐10
people)
• Pros:

– Provides
aStudinal
data
that
is
useful
for
markeCng

and
brand
issues
– Can
inform
big
picture
product
strategy
– Useful
to
guide
the
construcCon
of
subsequent
aStudinal
survey
14Cons:
– Not
appropriate
for
evaluaCng
product
usability
– Imagining
their
interacCon
with
the
product
– PredicCng
future
behavior
– “Group
think”
– ParCcipants
swayed
by
others
– Cultural
rules
and
social
norms
shape
responses
15Solomon
Asch:
Social
Pressure
and
Conformity
Asch,1956Conclusion:FocusgroupsaresusceptibletogroupthinkResearch
Methods
Landscape
16ParCcipatory
Design
• ParCcipants
are
recruited
to
parCcipate
in
small
group
sessions
(4‐8
parCcipants)
in
which
they
complete
exercises
designed
to
help
them
express
their
cogniCve,
emoConal,
aspiraConal,
and
procedural
ideas
and
issues.
• OWen,
materials
are
provided
to
allow
parCcipants
to
diagram
and
design
ideal
product
experiences
• The
act
of
physically
laying
out
words
and
images
and
the
choice
placement
in
a
diagram
enables
parCcipants
to
arCculate
their
ideas
more
thoroughly
than
they
can
in
a
typical
interview
or
conversaCon.

• ParCcipants
designs
are
used
as
an
explanatory
vehicle
for
their
needs,
not
as
actual
design
specs
• Sessions
require
a
lot
of
materials
and
preparaCon.


17The
Context
of
Product
Use
Dimension
• Natural
– Goal
is
to
minimize
the
interference
from
the
study
in
order
to
understand
users’
natural
behavior
and
aStudes
– Example
methods:
Ethnographic
Field
Studies,
Intercept
Surveys,
Data
Mining
• Scripted
– Goal
is
to
focus
the
insights
by
providing
consistency
between
parCcipants
– Degree
of
scripCng
can
vary
widely
– Example
methods:
Benchmark
Usability
Studies
• De‐contextualized
/
Product
is
not
used
– Goal
is
to
examine
issues
that
are
broader
than
usage
or
usability
– Example
methods:
Brand
or
Cultural
Behavior
Studies
• Hybrid
Approaches
– Goal
is
to
creaCvely
combine
product
use
during
the
study
to
meet
t