Bruce Hanington - The Pocket Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions
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UNIVERSAL METHODS OF DESIGN
100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions
Bella Martin Bruce Hanington
Comparing two versions of a design to see which performs better against a predetermined goal
A/B testing is an optimization technique that allows you to compare two different versions of a design to see which one gets you closer to a business objective.
Tests are run by randomly assigning different people down two pathsthe A test and the B testuntil a statistically relevant sample size is reached.
Testing can assess design aspects such as different treatments of text copy (tone, length, and font size); form elements (how many, layout, and which are required); and different treatments of the button or call to action (page placement, size, color, and labeling).
A/B testing wont help you understand why the design was preferred over the alternate, so pair it with qualitative methods to gain a deeper understanding of customer trust, desires, attitudes, and needs.
See also
Courtesy of Robin Chiang, eBay, Inc.
An eBay study comparing image size determined that users were more engaged with larger images, even though it sacrificed the amount of information contained to one page, contradicting research expectations.
A framework for structuring field observations
This can be used to guide any ethnographic or observational method, corresponding to five interrelated elements:
Activities are goal-directed sets of actions or the pathways that people take toward the things they want to accomplish.
Environments include the context in which activities take place, including the atmosphere and function of individual and shared spaces.
Interactions are the routine and special exchanges between people and between people and objects in the environment.
Objects are the key elements of the environment, sometimes put to complex or even unintended uses.
Users are the people whose behaviors, preferences, and needs are being observed, including their roles and relationships.
See also
Fieldwork observations of Activities, Environments, Interactions, Objects, and Users are converged onto a team worksheet for synthesis and analysis by the design team.
The visible clustering of observations and insights into meaningful categories and relationships
Designers capture research insights, observations, concerns, or requirements on individual sticky notes.
Rather than grouping notes into predefined categories, specific details are clustered, which then give rise to named category themes based on shared affinity of similar intent, issues, or problems.
Making tacit knowledge or information buried in transcripts visible facilitates research synthesis.
Affinity diagramming from contextual inquiry is based on interviews and observations of users in the field, synthesizing human stories.
Affinity diagramming from usability testing documents observations and quotes of participant task performance to determine priority issues to be fixed.
Color-coded sticky notes can help to efficiently parse information by user, task, or issue.
See also
Courtesy of Citrix Online
Observations from multiple usability tests at Citrix are color-coded by participant, prioritizing issues to be revised and retested.
A systematic examination of the material, aesthetic, and interactive qualities of objects
It asks what objects say about people and their culture, time, and place rather than focusing on what people say about the products and systems they use.
Material analysis addresses the quantity, material composition, physical and digital components, durability, wear patterns, and disposability of objects.
Aesthetic analysis includes subjective assessment of form, color, texture, references to particular eras, time, or place, and emotional significance.
Interactive aspects of the analysis address the characteristics of operational use and behaviors that the artifact affords: for example, function and complexity.
Contextual aspects include where objects are stored or carried, if they are part of a larger whole, and if they are owned, shared, public, or private property.
Identifying object misuse or adapted use can suggest design opportunities.
See also
Artifact analysis is a systematic examination of the material, aesthetic, and interactive qualities of objects in context.
Using web-based tools to reveal statistically relevant data for usability enhancements
Enables design teams to leverage web-based tools to collect statistically significant information about what people are doing on your website or web application.
Focus is on planning the appropriate strategy for the study, accurately selecting the right automated remote research tools, and configuring the logistics.
Automated research tools can help researchers understand usability issues such as length of time and performance on task, common click paths, and trouble spots.
It should be used with qualitative research methods that provide insight into why site visitors behave the way they do.
Quantitative data can be triangulated with observed behavioral data to decide which usability enhancements to make.
There a growing number of web-based research tools available that are both quantitative and qualitative.
See also
Courtesy of Nate Bolt, CEO, Bolt | Peters User Experience
This is a framework of different types of remote research tools and applications. Automated remote methods are shown towards the bottom half of the diagram.
Systematic visual documentation of location-based human activity
This is used to document observable human activities and personal characteristics, interactions, time spent at fixed locations or in transit, and details of environmental context.
A sketch map or architectural floor plan is used as the underlay for recording observations.
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