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Analytic Design Group Design Research Qualifications

Karyn Zuidinga
Karyn Zuidinga

Analytic Design Group is a user experience strategy and design firm that specializes in user research to inform evidence-based design. They conduct various types of qualitative and quantitative user research including surveys, interviews, usability testing, and field studies to understand user needs. Some of their design services include interaction design, communication design, and strategy development. They have experience conducting both in-person and remote user research and testing across various digital platforms and devices.

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Quali鍖cations User Testing & Design Research January 24, 2013
Who we are Analytic Design Group Inc (ADGi) is a visionary user experience Founded in 2005 on the strategy and design 鍖rm that specializes in innovating in digital principle that evidence-based environments by leveraging in-depth primary research to 鍖nd design will always be more expose unexamined assumptions. Our work not only withstands the powerful than design driven by best practices, we have grown complexity of multiple agendas and intricate implementation but from a single practitioner to a also the scrutiny of the public. vibrant, collaborative team. Some of our clients include: Samsung, Sony, AT&T, Adobe, Nokia, LG, Motorola
Our Services Key service areas include: design research, user experience strategy development, interaction design, communication design, and usability testing. Lately some of our work has also included service design considerations as well. Our projects can include the full sweep of user experience services (i.e. user research through strategy and design) or just one element. Our aim is to always 鍖t the work required to the need, and well work with you to ensure you are getting the best value from our efforts. This presentation focuses on our design research and user testing services. / User Experience / Design Research / / Usability Testing / / Communication Design / / Interaction Design / Strategy Development /
Design Research
Design Research We use a diverse set of design research methodologies: Surveys we have used surveys to establish baseline data (largely attitudinal), help to segment audiences, and in some cases, help to identify core issues that can be further explored by other research. Context-rich group interviews (like marketing focus groups but much richer) the focus groups we do, are typically very rich and usually drive out a great deal of contextual as well as attitudinal data. We usually ask participants to complete homework prior to the session (aids in grounding the user and supports contextual data gathering) as well as have some form of participatory design exercise to allow participants to tap into their feelings and attitudes quickly.
Design Research On-site observation (w/o) interviews this is useful when we are looking for issues that are process related. Task analysis this is usually both an expert review and then a walkthrough with participants to identify particular pain points with certain tasks. This often involves both of鍖ine and online elements. TASK 1 80%50% 70% Expert review/Heuristic analysis this can be a quick and cost- effective means of identifying user experience and usability issues. We typically rank severity of issues identi鍖ed and can include an accessibility review in this process. Card sorting we have done card sorting exercises in both one on one as well as group sessions. Weve used both open and closed card sorts and typically use the 鍖ndings to develop information architectures. Diary Studies are useful when we are looking at processes that occur over a longer period of time or are looking at the impact of certain things over time.
Design Research In-Situ & Ethnographic We have conducted numerous ethnographic or in-situ studies on a wide range of physical and digital products. These typically are very data rich and result in in-depth, tactical, near-term 鍖ndings as well as robust, strategic, longer-term, insights. Our clients report that the ROI on these studies is that along with 鍖nding solutions to nagging problems, it can help them focus their product management for a year or more. For example, last year ADGi conducted an ethnographic study for a mobile carrier on a device experiencing high returns. We were able to identify key usability issues, service design issues, and deliver insights about how their customers currently perceived these devices and were likely to for the foreseeable future.
Design Research Sample Report
User Testing
User Testing The range of user testing methods we use include: Metrics-based usability studies the usability studies we do are quite rich with quantitative (metrics) data as well as qualitative data. We typically collect task time, performance, SUS, satisfaction, and hedonic scores Remote-moderated usability studies through the use of such tools as WebEx (or other screen sharing tools) we have successfully conducted remote moderated testing, collecting similar (or the same) metrics as we do for in person tests this is particularly useful when testing with participants who are geographically dispersed or where the users context heavily in鍖uences their interaction and on-site observation is not possible/feasible.
User Testing Listening-lab style user testing this is essentially user testing without a set task list. There is some hard data we draw out of these sessions, but mainly this is focused on qualitative data. Un-moderated usability testing this is user testing where the user is in the lab and observed and recorded but completing the tasks on their own. ADGi Field Test this is a web-based tool we developed in house that automates a 鍖eld test: participants are asked via email whether they wish to participate. If they indicate yes, they are sent a set of instructions or tasks to complete along with an NDA reminder. After a set period of days participants are then sent a survey to 鍖ll out. From a test administration point of view we can track all the participants, where they are in the study and get a graphical view on how they responded to each question, as well as download a CSV of the results for additional manipulation. Weve used this tool to test devices and apps.
User Testing Navigation testing this is another tool we developed in house to test navigation structures. Users are asked a series of questions about under what categories and labels they would expect to 鍖nd certain pieces of information. They are shown the tree structure for the site and can navigate through it to the spot where they would expect to 鍖nd the content. This testing has been very effective for us in establishing how 鍖ndable content on very large sites will be and in determining the effectiveness of categorization and labeling schemes. Concept acceptance testing this is useful for trying out a new concept, typically while comparing it to other more familiar ones. Weve used this on devices when a client wants to evaluate new way of navigating or different form factor
User Testing Competitive benchmark testing this is useful when comparing a product (interface, device, site) against one or more others we have used this to set benchmarks for future comparison as well as just comparisons Iterative testing this is where we test one or at most two discreet elements with a very small set of users (2 or 3) make recommendations on that testing, the development team makes those changes and we test again until we do not see the need for any more changes. We use this method primarily for games research looking at a particular interaction. While other clients have asked about this, after discussing it we have so far determined that the value of this approach does not warrant the effort and cost for the project at hand.
User Testing Remote user testing Ability and experience in executing remote usability testing inclusive of screen sharing, audio and video recording. We have experience conducting remote-moderated usability as well as focus group sessions. We screen share and capture (audio and video record) the sessions. We have found that this type of research can be very cost effective and is especially useful when we are asking participants to log in to their own accounts, or are geographically dispersed. On occasion weve also found that by having the user located in their own environment, we are able to glean more contextual information than we are typically able to in the lab.
User Testing Sample Report
User Testing Sample Report
Mobile Test Lab
Mobile Test Lab Mobile test lab we conduct a great deal of testing on mobile devices and our lab set up is both 鍖exible and powerful: Our testing equipment is deliberately 鍖exible so that we can set up in a lab environment, a coffee shop, a persons home or of鍖ce. We have designed a very stable, yet 鍖exible camera mount that allows us to capture a variety of interactions. Assuming we can connect to a stable WiFi, we can also live stream (to allow remote viewing) outside of a lab environment. For more information view this presentation: Mobile Usability: What's Your Strategy
Karyn Zuidinga Principal & Director of User Experience 604.669.7655 karyn@analyticdesigngroup.com www.analyticdesigngroup.com @analytic_design

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Analytic Design Group Design Research Qualifications

  • 1. Quali鍖cations User Testing & Design Research January 24, 2013
  • 2. Who we are Analytic Design Group Inc (ADGi) is a visionary user experience Founded in 2005 on the strategy and design 鍖rm that specializes in innovating in digital principle that evidence-based environments by leveraging in-depth primary research to 鍖nd design will always be more expose unexamined assumptions. Our work not only withstands the powerful than design driven by best practices, we have grown complexity of multiple agendas and intricate implementation but from a single practitioner to a also the scrutiny of the public. vibrant, collaborative team. Some of our clients include: Samsung, Sony, AT&T, Adobe, Nokia, LG, Motorola
  • 3. Our Services Key service areas include: design research, user experience strategy development, interaction design, communication design, and usability testing. Lately some of our work has also included service design considerations as well. Our projects can include the full sweep of user experience services (i.e. user research through strategy and design) or just one element. Our aim is to always 鍖t the work required to the need, and well work with you to ensure you are getting the best value from our efforts. This presentation focuses on our design research and user testing services. / User Experience / Design Research / / Usability Testing / / Communication Design / / Interaction Design / Strategy Development /
  • 5. Design Research We use a diverse set of design research methodologies: Surveys we have used surveys to establish baseline data (largely attitudinal), help to segment audiences, and in some cases, help to identify core issues that can be further explored by other research. Context-rich group interviews (like marketing focus groups but much richer) the focus groups we do, are typically very rich and usually drive out a great deal of contextual as well as attitudinal data. We usually ask participants to complete homework prior to the session (aids in grounding the user and supports contextual data gathering) as well as have some form of participatory design exercise to allow participants to tap into their feelings and attitudes quickly.
  • 6. Design Research On-site observation (w/o) interviews this is useful when we are looking for issues that are process related. Task analysis this is usually both an expert review and then a walkthrough with participants to identify particular pain points with certain tasks. This often involves both of鍖ine and online elements. TASK 1 80%50% 70% Expert review/Heuristic analysis this can be a quick and cost- effective means of identifying user experience and usability issues. We typically rank severity of issues identi鍖ed and can include an accessibility review in this process. Card sorting we have done card sorting exercises in both one on one as well as group sessions. Weve used both open and closed card sorts and typically use the 鍖ndings to develop information architectures. Diary Studies are useful when we are looking at processes that occur over a longer period of time or are looking at the impact of certain things over time.
  • 7. Design Research In-Situ & Ethnographic We have conducted numerous ethnographic or in-situ studies on a wide range of physical and digital products. These typically are very data rich and result in in-depth, tactical, near-term 鍖ndings as well as robust, strategic, longer-term, insights. Our clients report that the ROI on these studies is that along with 鍖nding solutions to nagging problems, it can help them focus their product management for a year or more. For example, last year ADGi conducted an ethnographic study for a mobile carrier on a device experiencing high returns. We were able to identify key usability issues, service design issues, and deliver insights about how their customers currently perceived these devices and were likely to for the foreseeable future.
  • 10. User Testing The range of user testing methods we use include: Metrics-based usability studies the usability studies we do are quite rich with quantitative (metrics) data as well as qualitative data. We typically collect task time, performance, SUS, satisfaction, and hedonic scores Remote-moderated usability studies through the use of such tools as WebEx (or other screen sharing tools) we have successfully conducted remote moderated testing, collecting similar (or the same) metrics as we do for in person tests this is particularly useful when testing with participants who are geographically dispersed or where the users context heavily in鍖uences their interaction and on-site observation is not possible/feasible.
  • 11. User Testing Listening-lab style user testing this is essentially user testing without a set task list. There is some hard data we draw out of these sessions, but mainly this is focused on qualitative data. Un-moderated usability testing this is user testing where the user is in the lab and observed and recorded but completing the tasks on their own. ADGi Field Test this is a web-based tool we developed in house that automates a 鍖eld test: participants are asked via email whether they wish to participate. If they indicate yes, they are sent a set of instructions or tasks to complete along with an NDA reminder. After a set period of days participants are then sent a survey to 鍖ll out. From a test administration point of view we can track all the participants, where they are in the study and get a graphical view on how they responded to each question, as well as download a CSV of the results for additional manipulation. Weve used this tool to test devices and apps.
  • 12. User Testing Navigation testing this is another tool we developed in house to test navigation structures. Users are asked a series of questions about under what categories and labels they would expect to 鍖nd certain pieces of information. They are shown the tree structure for the site and can navigate through it to the spot where they would expect to 鍖nd the content. This testing has been very effective for us in establishing how 鍖ndable content on very large sites will be and in determining the effectiveness of categorization and labeling schemes. Concept acceptance testing this is useful for trying out a new concept, typically while comparing it to other more familiar ones. Weve used this on devices when a client wants to evaluate new way of navigating or different form factor
  • 13. User Testing Competitive benchmark testing this is useful when comparing a product (interface, device, site) against one or more others we have used this to set benchmarks for future comparison as well as just comparisons Iterative testing this is where we test one or at most two discreet elements with a very small set of users (2 or 3) make recommendations on that testing, the development team makes those changes and we test again until we do not see the need for any more changes. We use this method primarily for games research looking at a particular interaction. While other clients have asked about this, after discussing it we have so far determined that the value of this approach does not warrant the effort and cost for the project at hand.
  • 14. User Testing Remote user testing Ability and experience in executing remote usability testing inclusive of screen sharing, audio and video recording. We have experience conducting remote-moderated usability as well as focus group sessions. We screen share and capture (audio and video record) the sessions. We have found that this type of research can be very cost effective and is especially useful when we are asking participants to log in to their own accounts, or are geographically dispersed. On occasion weve also found that by having the user located in their own environment, we are able to glean more contextual information than we are typically able to in the lab.
  • 18. Mobile Test Lab Mobile test lab we conduct a great deal of testing on mobile devices and our lab set up is both 鍖exible and powerful: Our testing equipment is deliberately 鍖exible so that we can set up in a lab environment, a coffee shop, a persons home or of鍖ce. We have designed a very stable, yet 鍖exible camera mount that allows us to capture a variety of interactions. Assuming we can connect to a stable WiFi, we can also live stream (to allow remote viewing) outside of a lab environment. For more information view this presentation: Mobile Usability: What's Your Strategy
  • 19. Karyn Zuidinga Principal & Director of User Experience 604.669.7655 karyn@analyticdesigngroup.com www.analyticdesigngroup.com @analytic_design