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<!DOCTYPE html>
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<meta name="author" content="John Robb">
<title>Magazine User Research - John Robb, UX Designer</title>
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<div class="jumbotron" style="padding-right: 0" id="article-biz">
<div class="container col-sm-offset-1 col-sm-10 col-md-offset-2 col-md-8">
<h1>Business Magazine: UX Research</h1>
<p>October, 2015</p>
</div>
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<!--Added "margin-bottom:96px" as a hack - otherwise the article would be blocked by the footer at the bottom on all articles-->
<div class="container col-sm-offset-1 col-sm-10 col-md-offset-2 col-md-8 col-lg-offset-3 col-lg-6" style="margin-bottom:96px">
<p>
In my Field Methods in HCI class, our final report consisted of interviewing 5 users based on a client project. The client was a popular business magazine, and we were tasked with extrapolating findings on how users trust resources (such as magazines, mentors, or news sources).
<br/><br/>
After the client briefing, I came up with a set of research questions that would drive the project and meet the company's goals:
</p>
<br/>
<h4>Primary Research Questions</h4>
<ul>
<li><p>What are the attitudes and behaviors of Ambitious Learners* and what are the subdivisions of that market segment?</p></li>
<li><p>When people go through a career transition, why do they keep some resources while abandoning others?</p></li>
</ul>
<br/>
<h4>Secondary Research Questions</h4>
<ul>
<li><p>What makes people trust something?</p></li>
<li><p>Why do people develop an ongoing relationship with a resource?</p></li>
<li><p>How do young professionals absorb work-related content?</p></li>
</ul>
<p style="color: #999"><i>*Ambitious Learners was one of the company’s current market segments</i></p>
<h2>Challenges</h2>
<p>
<b>Time:</b> I had less than a month to complete the project while scheduling around work and two other classes. Adhering to a project schedule ensured I would be able to hand in my deliverables on time.
<br/>
<br/>
<b>Client Accessibility:</b> There were over 20 students in the class, so any questions for the client would have to be directed through our professor.
<br/>
<br/>
<b>Class Requirements:</b> We were required to use 5 participants for our research. More participants would have been ideal for proper persona development.
</p>
<h2>Process</h2>
<p>
This was an individual project that included a schedule, budget, user research study, analysis, personas, recommendations, and a final report deliverable to be submitted to the client.
</p>
<a class="fancybox" href="img/biz/schedule.png">
<img src="img/biz/schedule.png" class="img-responsive">
</a>
<h3>Interviews</h3>
<p>
To extract more nuanced ideas about people’s trust and exploration strategies, I chose to conduct one-on-one interviews that might unveil personal stories that may have been withheld in a focus group setting. I created a thorough discussion guide that was divided into three sections: Trust & Loyalty, Ranking Activity, and Exploration Styles.
<br/><br/>
The “trust & loyalty” and “exploration styles” sections were conducted in a traditional interview format. Questions were asked to unveil behaviors and personal stories around these subjects rather than the participant’s attitudes. For example, in the “trust & loyalty” section, participants were asked about their allegiance to college sports teams, mentors, and frequented restaurants.
<br/><br/>
The ranking activity was meant to break up the 1-hour interview by asking the participant to arrange a set of 15 cards with information sources on them (e.g. CNN, BuzzFeed, and Reddit) from most to least trustworthy, then from most to least enjoyable.
</p>
<a class="fancybox" href="img/biz/setup.jpg">
<img src="img/biz/setup.jpg" class="img-responsive">
</a>
<p class="caption">The interview setup</p>
<h3>Analysis</h3>
Once the 5 sessions were complete, I referenced my notes and the recordings to affinity map my findings into 6 overarching groups: trust, resources, bias, upward mobility, immersion, and loyalty. Here is part of a finding from the final report:
<blockquote>
<h4>Resources</h4>
<i>“I use Stack Overflow every single day. I wouldn’t be where I am without that website… You have really good developers teaching you essentially by example.”</i>
<br/>
<br/>
All of the participants mentioned <i>people</i> as being reliable resources for upward mobility in their careers, often by asking questions or giving career guidance. The participants often mentioned that if they could avoid asking a simple question to co-workers or superiors in the workplace, they would do so and try to find the answer elsewhere before asking.
</blockquote>
<h3>Personas</h3>
Through further analysis, two personas began to emerge: “Wanderers” and “Fast Taskers.” Two participants were Wanderers, two participants were Fast Taskers, and one participant was an outlier. Here's part of the "Wanderer" persona:
<blockquote>
<h4>Wanderers</h4>
<i>“I think of things that wouldn’t lie to me… something that I knew I would get the same answer every time I asked a question to it"</i>
<p>
<br/>
Comfort is important for them in order to trust something
<br/>
<br/>
Looks for truth, but understands and values opinions from sources
</p>
</blockquote>
<h3>Recommendations</h3>
I recommended that further research should be conducted to solidify and expand upon the personas that were found in my research with a larger sample size.
<br/>
<br/>
At the end of the project, the final report was sent to the company along with the rest of the class's research.
<br/>
<br/>
<a href="img/biz/780-Final Report_NDA.pdf" target="_blank">
You can view the full PDF report here <i class="fa fa-chevron-right"></i></a>
<h2>What I Would Do Differently</h2>
<p>
Since I had never done qualitative analyis before, more thorough planning of the analysis stage would have created a more efficient research process.
</p>
<p>
Examining prior academic research on the themes of trust and loyalty could have supported some of the user interviews and analysis.
</p>
<h2>What Went Well</h2>
<p>
Starting with a well-defined project schedule kept me on track to submit deliverables on time while allowing room for creative exploration and spontaneity.
</p>
<p>
The discussion guide was well composed to keep participants engaged as well as to answer the research questions.
</p>
<p>
<a href="img/biz/780-Final Report_NDA.pdf" target="_blank">The final report</a> was well-organized with interesting findings, and the professor also commented that it was well executed.
</p>
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<h3 style="text-align:center">Other Work</h3>
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<p>Tissue Analytics Landing Page</p>
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<p>Critter Mobile App</p>
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<p>Nursing Home Compare: Usability Test</p>
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<p>Plainlanguage.gov: Information Architecture</p>
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<p>Kronos: Gamifying Workforce Timekeeping</p>
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