每日一记 14/11/6【Questions to ask before starting user research】用户研究1 Figure out your questions
http://www.gv.com/lib/questions-to-ask-before-starting-user-research
1 Product roadmap
In addition to knowing where the team is headed, I find it helpful to understand a bit of the history.
1）What’s the story of how this <feature, product, idea> got to this point?
2）What are upcoming goals, milestones, or decisions for this product?
3）What are the biggest risks to the success of the project? What keeps you awake at night?
4）What information could help you make decisions or prioritize your efforts?
Users and markets
Who are your target users (or user groups)? What distinguishes them? (e.g. demographics, usage patterns, geographies, new vs. old, verticals, mobile vs. web, needs, expectations, pain points, etc.)
Which users are currently top priority for you? Why?
UX goals and metrics
Knowing how the team thinks about and measures success gives me additional info about their design goals. It also suggests how they’ll assess the impact of my work.
How do/will you measure performance and success of this product?
Do you have data that need explanation or that have highlighted possible issues in the existing user experience?
Competition
I want to quickly learn about the competitive landscape, as well as the team’s perceptions of competitive and related products. Competitors’ products are great “prototypes” to learn from.
What are the closest competitors to this <feature, product, idea>?
How does this compare to competitors?
What behaviors, conventions, or expectations might users bring to this product based on their experiences with other products?
Explicit research needs
I often try to apply my research spidey sense to uncover teams’ latent research needs, but it’s also important to ask teams directly what answers or data they want.
What are your three wishes for intelligence about your users, competitors, the marketplace, etc.?
Imagine the most useful, actionable research results possible. What would they tell you? How would you use them?
Existing research
A quick inventory of existing research efforts and data (e.g. from analytics, A/B tests, customer support, surveys, usability) helps me ramp up quickly and assess what the team already does or doesn’t know about their users. It gives me a feel for their current habits for gathering user feedback. I also fish for any baggage they may have from previous researchers or research efforts.
What data are you currently collecting (e.g. analytics, A/B, customer support, surveys, usability)?
What have you learned from the data/feedback you’re collecting?
What kinds of research efforts have been most/least valuable to you in the past? Why?
Potential impact of research
What will you do with the research results?
Teams’ answers to this question help me gauge how much of my effort (if any) a project deserves. Is the team prepared to dedicate resources or time to addressing the results? Are they open to the feedback? When it’s apparent that a team doesn’t intend to act on the data (e.g. “It would just be interesting to know”), I start looking for projects where I can have more impact.
Timing and Scope
When is the latest date I can deliver results that will still be useful?
I ask this question to provoke a good discussion of the tradeoffs of time versus the amount, rigor, and quality of the results I can deliver. Teams rarely have time to spare, but this helps set clear expectations for what I can feasibly do for them. Which research questions are highest priority? What quality/confidence of results is required? Will the data be mission critical? Will we have a chance to correct it later? How much time/effort does this research merit?
Whether teams need answers in hours, days or weeks, I’m happy to do whatever I can to help — as long as we all understand the tradeoffs and have shared expectations.
product roadmap
1 这个（功能，产品，idea）产生的的故事是怎么样的
2 这个产品的未来的目标，里程碑，决策是什么
3 这个产品成功最大的风险是什么？什么让你在夜里醒来？
4 什么信息能够帮助你做决定或者优先级你要付出的努力
users and markets
1 你的目标用户（用户群体）是谁？他们的区别是什么？（例如，人口统计，年龄层，地理位置，新vs旧，手机vs网页，需求，期望，痛点，等等）
2 哪些用户对你来说是目前最重要的？为什么？
UX goals and metrics
了解团队是如何考虑和评估成功可以给我关于他们设计目标的额外信息，这也暗示了他们将会如何评估我工作的影响。
1 你如何评估这个产品的性能和成功
2 你有没有需要解释的数据或者有没有重要可能的问题在目前存在的用户体验中
competition
竞争者的产品是可以学习的最好的原型。快速了解团队关于相关产品和竞争者的理解能够让我了解产品的竞争状态。
1 最接近的竞争对手对于这个（功能，产品，idea）的表现是什么
2 这个（功能，产品，idea）对比竞争者如何
3 用户基于对其他产品体验给这个产品可能带来了行为，惯例，和期待是什么？
Explicit research needs
1 基于你的用户，竞争者，市场的理解，你的三个愿望是什么？
2 试想最有用的，可操作的研究结果可能。他们能告诉你什么？你要如何利用他们？
Existing research
快速库存现有研究成果和数据（来自分析，A/B测试，顾客支持，调查，可用度）可以帮助我快速的评估团队有没有了解他们的用户。这也能给我他们目前对于收集用户反馈的习惯的一种感觉，这样我也能够发现他们之前的研究和研究成果的中的问题。
1 你目前收集到的数据是什么？（分析，A/B测试，顾客支持，调查，可用度）
2 你从收集到的数据和反馈中学到了什么
3 什么样的研究成果是你过去最有价值或者最没有价值的？为什么？
Potential impact of research
1 你会如何处理研究成果
团队的答案会帮我评估我的研究成果如何
团队是否会准备致力于解决这个结果？
当团队没有明显试图去解决这个数据（例如：It would just be interesting to know），我开始关注于那些我能够有更多影响力的项目上
Timing and Scope
我能把结果呈现并且还有用的最低期限是什么时候？
哪一个研究项目的问题最重要？
什么结果的质量是最需要的？
这个数据将会个关键的任务么？
我们日后互有机会改正么？
这个研究将要花费多少时间和精力呢？
【Getting out of the building isn’t enough】用户研究（重点课程）
1 Product roadmap
In addition to knowing where the team is headed, I find it helpful to understand a bit of the history.
1）What’s the story of how this <feature, product, idea> got to this point?
2）What are upcoming goals, milestones, or decisions for this product?
3）What are the biggest risks to the success of the project? What keeps you awake at night?
4）What information could help you make decisions or prioritize your efforts?
Users and markets
Who are your target users (or user groups)? What distinguishes them? (e.g. demographics, usage patterns, geographies, new vs. old, verticals, mobile vs. web, needs, expectations, pain points, etc.)
Which users are currently top priority for you? Why?
UX goals and metrics
Knowing how the team thinks about and measures success gives me additional info about their design goals. It also suggests how they’ll assess the impact of my work.
How do/will you measure performance and success of this product?
Do you have data that need explanation or that have highlighted possible issues in the existing user experience?
Competition
I want to quickly learn about the competitive landscape, as well as the team’s perceptions of competitive and related products. Competitors’ products are great “prototypes” to learn from.
What are the closest competitors to this <feature, product, idea>?
How does this compare to competitors?
What behaviors, conventions, or expectations might users bring to this product based on their experiences with other products?
Explicit research needs
I often try to apply my research spidey sense to uncover teams’ latent research needs, but it’s also important to ask teams directly what answers or data they want.
What are your three wishes for intelligence about your users, competitors, the marketplace, etc.?
Imagine the most useful, actionable research results possible. What would they tell you? How would you use them?
Existing research
A quick inventory of existing research efforts and data (e.g. from analytics, A/B tests, customer support, surveys, usability) helps me ramp up quickly and assess what the team already does or doesn’t know about their users. It gives me a feel for their current habits for gathering user feedback. I also fish for any baggage they may have from previous researchers or research efforts.
What data are you currently collecting (e.g. analytics, A/B, customer support, surveys, usability)?
What have you learned from the data/feedback you’re collecting?
What kinds of research efforts have been most/least valuable to you in the past? Why?
Potential impact of research
What will you do with the research results?
Teams’ answers to this question help me gauge how much of my effort (if any) a project deserves. Is the team prepared to dedicate resources or time to addressing the results? Are they open to the feedback? When it’s apparent that a team doesn’t intend to act on the data (e.g. “It would just be interesting to know”), I start looking for projects where I can have more impact.
Timing and Scope
When is the latest date I can deliver results that will still be useful?
I ask this question to provoke a good discussion of the tradeoffs of time versus the amount, rigor, and quality of the results I can deliver. Teams rarely have time to spare, but this helps set clear expectations for what I can feasibly do for them. Which research questions are highest priority? What quality/confidence of results is required? Will the data be mission critical? Will we have a chance to correct it later? How much time/effort does this research merit?
Whether teams need answers in hours, days or weeks, I’m happy to do whatever I can to help — as long as we all understand the tradeoffs and have shared expectations.
product roadmap
1 这个（功能，产品，idea）产生的的故事是怎么样的
2 这个产品的未来的目标，里程碑，决策是什么
3 这个产品成功最大的风险是什么？什么让你在夜里醒来？
4 什么信息能够帮助你做决定或者优先级你要付出的努力
users and markets
1 你的目标用户（用户群体）是谁？他们的区别是什么？（例如，人口统计，年龄层，地理位置，新vs旧，手机vs网页，需求，期望，痛点，等等）
2 哪些用户对你来说是目前最重要的？为什么？
UX goals and metrics
了解团队是如何考虑和评估成功可以给我关于他们设计目标的额外信息，这也暗示了他们将会如何评估我工作的影响。
1 你如何评估这个产品的性能和成功
2 你有没有需要解释的数据或者有没有重要可能的问题在目前存在的用户体验中
competition
竞争者的产品是可以学习的最好的原型。快速了解团队关于相关产品和竞争者的理解能够让我了解产品的竞争状态。
1 最接近的竞争对手对于这个（功能，产品，idea）的表现是什么
2 这个（功能，产品，idea）对比竞争者如何
3 用户基于对其他产品体验给这个产品可能带来了行为，惯例，和期待是什么？
Explicit research needs
1 基于你的用户，竞争者，市场的理解，你的三个愿望是什么？
2 试想最有用的，可操作的研究结果可能。他们能告诉你什么？你要如何利用他们？
Existing research
快速库存现有研究成果和数据（来自分析，A/B测试，顾客支持，调查，可用度）可以帮助我快速的评估团队有没有了解他们的用户。这也能给我他们目前对于收集用户反馈的习惯的一种感觉，这样我也能够发现他们之前的研究和研究成果的中的问题。
1 你目前收集到的数据是什么？（分析，A/B测试，顾客支持，调查，可用度）
2 你从收集到的数据和反馈中学到了什么
3 什么样的研究成果是你过去最有价值或者最没有价值的？为什么？
Potential impact of research
1 你会如何处理研究成果
团队的答案会帮我评估我的研究成果如何
团队是否会准备致力于解决这个结果？
当团队没有明显试图去解决这个数据（例如：It would just be interesting to know），我开始关注于那些我能够有更多影响力的项目上
Timing and Scope
我能把结果呈现并且还有用的最低期限是什么时候？
哪一个研究项目的问题最重要？
什么结果的质量是最需要的？
这个数据将会个关键的任务么？
我们日后互有机会改正么？
这个研究将要花费多少时间和精力呢？
【Getting out of the building isn’t enough】用户研究（重点课程）
