1. Qualitative Observation User Study - Guerrilla Practical WORKshop by Dominika Potuzakova

2. Today’s Agenda What we will do today! 7.30 – 8.30 Introduction + Lecture 8.30 – 8.45 Break 8.45 – 9.15 Interview Preparation 9.15 – 10.15 Conducting the Interviews (Guerrilla Research) 10.15 – 10.45 Organizing the Notes from the Guerrilla Research

3. Example Project – Cancer Care Goal: “Search for design & business opportunities for cancer patient-centered care.”

4. Example Project – Cancer Care What did we do? 1.Defined the goal of the project Find out the “experiences” of the involved stakeholders within the process of cancer care

5. Example Project – Cancer Care What did we do? 2.Defined who is involved in the process of cancer care Cancer patient Oncologist Family member …

6. Example Project – Cancer Care What did we do? 3.Defined where these stakeholders can be found Hospital Home Day-centers …

7. Example Project – Cancer Care What did we do? 4.Defined the methodologies of obtaining the users’/stakeholders’ insights Observation / Shadowing Semi-structured Interviews

8. Example Project – Cancer Care Observation: What do we want to observe on the stakeholders? Behavior Habits Emotions Occurrences Reactions Expressions (facial / bodily) Oddity

9. Example Project – Cancer Care Semi-structured Interviews: What do we want to ask the stakeholders? What activities happen? When do they happen? How often do they happen? How do they happen? Why do they happen? Where do they happen? Who else is involved in the activities? How do these people interact with each other?

10. Example Project – Cancer Care BUT MAINLY!!! HOW DO THE STAKEHOLDERS FEEL DURING THOSE ACTIVITIES? WHAT KIND OF EMOTIONS DO THE ACTIVITIES EVOKE IN THE STAKEHOLDERS?

11. Observation + Semi-structured Interview Practicalities

12. Observation + Semi-structured Interview The roles of user-researchers: 1 x conductor/interviewer (asks the questions, analyzing the interviews, remembers the most from the verbal record) 1x observer + note taker (mainly observe but can ask additional questions, analyzing the behavior – remembers the most from the non-verbal record, matches the behavior with verbal record) 1x technical person + note taker (doesn’t ask questions, analyzes the technical difficulties around the user research, Ix with the product from the tech point of view)

13. Observation + Semi-structured Interview Record your Observations & Interviews & Artifacts: Audio Video Photos Notes Drawings But, have a consensus about the recordings of these!!! (present a consent form to the user). Make sure all crucial parts are recorded and nothing is obstructing the view or disturbs the audio (objects or other people in the view, bad lighting, noise, …)

14. Observation + Semi-structured Interview What to keep an eye on during the observation ! 1.Behavior 2.Habits 3.Emotions 4.Occurrences 5.Reactions 6.Expressions (facial / bodily) 7.Oddity

15. Observation + Semi-structured Interview What to keep an eye on during the observation ! 1.Observe if the activities are happening in different states such as standing, sitting, walking, talking, … 2.Observe if the user is using one hand, both hands, no hands, other body parts, … 3.Observe with which artifacts the user interacts in the process.

16. Observation + Semi-structured Interview What to keep in mind during the interview ! 1.Read in between the lines of the answers. 2.Predict the context – deduce the next questions in the context. 3.Combine the observation with following questions. 4.Empathize in the context from your own experience (put yourself in the user’s shoes!). 5.Don’t let hamper your research by external stimuli. 6.Ask lot’s of why. 7.Ask open “experience” questions.

17. Observation + Semi-structured Interview What to keep in mind during the interview ! 1.Let the user finish the thought & sentence. 2.Let the silence be! 3.Don’t put words into the user’s mouth. 4.Encourage the users to tell you more but don’t lead the thoughts. 5.Think ahead of different scenarios of use and implement those in tasks or questions before the interview. 6.Be flexible to adjusting the interview – semi-structured!

18. Observation + Semi-structured Interview Prepare a Session Guide! 1.Helps you structure the interview into clutters with the same topic 2.Includes open end questions that implicitly answers your research questions 3.Guide you throughout the whole user research so you don’t forget about any of the agreed observations and research questions

19. Observation + Semi-structured Interview Do a PILOT TEST and LEARN from it for your actual user test!!! -Record how long the session might take -Adjust the design of the final user test according to the findings in the pilot test -Add or remove appropriate tasks, questions -Adjust your interviewing/observing skills

20. Workshop

21. Workshops – Steps to Take 1.Define the goal of the project 2.Define who is involved in the process 3.Defined where these stakeholders can be found 4.Define the methodologies of obtaining the user insights 5.Define what you want to observe and what questions you want to ask so you reach the goal 6.Prepare the session guide 7.Divide the roles among researchers 8.Do a pilot test among yourself 9.Adjust the user research / session guide 10.Go in the field and DO the research

22. Workshop Next Session

23. Next Week What do we do in the next session? 1.Analysis of the collected data 2.Creating the experience flows based on the collected data 3.Spotting the business & design opportunities across the experiences of stakeholders 4.Defining the business & design opportunities

24. Next Week – To Bring What do we bring next week? 1.Notes from today 2.Lots of post-it notes (different colors) 3.Markers

25. Contact me Do you have any questions? Contact me via: dominika@domi-logic.com Thank you