UX Researcher Conducts a Cafe Usability Test | [FOLLOW ALONG] PART 4 | FREE SCRIPT | Zero to UX

A UX Researcher walks into a cafe...and shows you how to conduct a usability test, also known as guerrilla usability testing or cafe study.
Today, we set up our study at Caffe Strada in Berkeley, California and talk to passers-by about ballot design!
This is PART 4 in the step-by-step FOLLOW ALONG series on how to create your own UX research study!
So like, comment, subscribe, FOLLOW-ALONG, download the materials, and share this video with a friend to get them to work on this with you!!!
#ZeroToUXProject #UsabilityTest #UXResearchProject
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⏬↓↓↓↓↓↓ MATERIALS FOR THIS SERIES ↓↓↓↓↓↓⏬:
PART 1 Problem:
• UX Research Project PA...
PART 2 Study Plan:
• UX Research Project PA...
PART 3 Quantitative:
• UX Research Project PA...
Moderating Mistakes and how to avoid them Part 1:
• 5 User Interview Moder...
MORE Moderating Mistakes Part 2:
• 8 MORE UX Moderating M...
FREE DOWNLOAD Think Aloud Protocol/Script:
www.zerotoux.c...
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Get 3 months FREE membership with the Interaction Design Foundation by using my referral code:
www.interactio...
Take classes on UX Design, UX research, and more!
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Relevant resources for this series:
Handbook of Usability Testing (Dana Chisnell):
amzn.to/32w4xzb
Quantifying the User Experience (J. Sauro):
amzn.to/2Y3ItwR
Mixed-Methods Usability Testing guide:
www.mixed-meth...
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Behind the camera is my cousin Lawrence Ma, a filmmaker & storyteller:
lawrencejma.com/
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Say hi on social media!
Facebook Group: / zerotoux
Instagram: / zerotoux
Twitter: / zerotoux
Quora: www.quora.com/...
Medium: / pretendastronaut
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If you have questions about becoming a UX Researcher, feel free to email me.
I ALSO PROVIDE RESUME REVIEWS AND MOCK INTERVIEWS! Ask me about it!
[e-mail]
🎵Music by Epidemic Sound & Lakey Inspired 🎵
epidemicsound....
/ lakeyinspired
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*Disclosure: I am a participant in the Amazon Services LLC Associates Program. I may earn a small commission for my endorsement, recommendation, testimonial, and/or link to any products or services from this website if you choose to use any of the above affiliate links.
• UX Researcher Conducts...

[@nomoremusic-s3p]

So great to see this play out in real life!! Great content Kevin! Super helpful!

[@zerotoux]

Thanks for watching! It was super fun to do!

[@UXtatic]

I figure you're busy...but FYI, 2 years later...this is still helpful! Please post more if you can.

[@zerotoux]

Thank you, Tanya!!! I knooowwww I've been terrible giving updates, but I've been working on a masterclass which I'll launch hopefully this year. And then I'll be back on KZbin!!! Thank you so much for being a badass UX leader and for your support, Tanya!! 👏🙌✌💪

[@TheBumpdjs]

sick jacket! Also interesting to see how many times you said there's no right or wrong answers. Im going to remember to really emphasize that a bit more after watching this. Really valuable video thankyou

[@zerotoux]

"What do you think about that?" Thanks for watching all!!! I think this video deserves at least a like? :) MAD LOVE!!!!

[@tha1ne]

yo u good looking as fuk bro

[@zerotoux]

@@tha1ne you good looking AF, too man! Mad love!

[@Titanokun]

Cant believe this insightful video is free!!

[@PMofAfrica]

Really enjoyed watching this!

[@Verduko1]

I live in Brazil and your videos are helping me a lot to understand how this area of UX researcher works. Great content, keep up the good work!

[@ellibock]

This series is amazing wow, I'm learning so so much. Thank you for taking the time to do all of this! I feel more confident in landing my first UXR job!

[@zerotoux]

Thanks for watching, Elli!! Glad you find it helpful :) Keep it up and good luck on the job hunt!! Lemme know what else you'd like to see :)

[@ellibock]

@@zerotoux Thank you!! I’d love to see more of the analysis of surveys via excel. You mentioned chi square in a different video, and it would be cool to learn more about that and your go to tips/techniques. Thanks so much!

[@judyzhou7847]

This is dope! You crashed it Kevin! I can imagine how awkward it could get for me to do this with strangers in a cafe. Also credit to your cousin, the shots look so professional! 👍

[@zerotoux]

Thanks, Judy!!!! 🙏Haha having a friend nearby definitely helps! And yeah, his work is great! 👌

[@clarityofthought]

Hi Kevin - Your videos are really informational and allows me to gain a good perspective about UXR. Could you make a video explaining how OKR's and KPI's are used within UXR agile sprints and goals? I was asked an interview question about this and didnt provide a clear answer.

[@jiyongkwon5868]

Please don’t stop making videos!! Was worried for a bit since you didn’t upload on schedule! Almost cried.(inside)

[@zerotoux]

Sorry for the scare!!! I was quite stressed out too for not uploading on my regular schedule, and this video took a long time to make and prep for! Will try not to make you or others cry inside 😂🙃

[@natthidath6642]

love this!!!

[@zerotoux]

Woohooo!! Thank you!!! I had a lot of fun doing this, hope to do more again in the future :)

[@elin509]

This is awesome! Cant wait for the next video :)

[@zerotoux]

Thanks, Erika!

[@uditmaitra]

This is so nice, please make more video like this. But one suggestion there was some background noise so if you use noise cancellation microphone I think it might work better. ☺️

[@zerotoux]

Yeahhhh I totally feel ya - next time we'll get better sound quality! Thanks for watching :)

[@lukeee9319]

Omg... It's freakin awesome !!!! I really appreciate you!

[@zerotoux]

And I appreciate YOU!!!😁 thank you!!

[@Phoca_Vitulina]

I've been following along, and ended up surveying 11 people (at work and home) in-person along with having them do a quick kind of free form usability test between the problem website (which I later redesigned after their feedback) and a competitor's 'better' usability-wise website to get a sense of whether the issues I experienced with the problem website were valid for others. While it was a little awkward approaching them, after we got started, I think they got into it and became more comfortable. Was a little too intimidated to try the coffee shop method, but hopefully I'll get up the courage to do it next time. Kudos to you and your cousin! Thank you for such a great series!! Excited to see the next step!

[@zerotoux]

THIS IS AWESOME!! I'm so happy to see badasses like you going out there and conducting your research! You should be super proud of doing it - coffee shop method can be intimidating, but one day! It's not too bad once you get people talking, right?? Thanks for sharing your experience!

[@Phoca_Vitulina]

@@zerotoux Thanks so much! You are awesome and have really great content!

[@evergreenerin]

This is a huge inspiration just to go out and get it

[@jaludetya2095]

can't wait bro

[@zerotoux]

It'll be a good one! I'm excited about this video!

[@mariokeryapy]

This video really helps me. Even though I can do a usability test, but I have doubts about my ability to ask proper follow-up questions. Now I know how to do it. Thank you, Kevin!

[@zerotoux]

Thanks for watching, Mario! Ahh I did cut out some parts of the interview, but I did ask way more follow-up questions! This was just a short glimpse!

[@zerotoux]

For example: at 3:59 she mentioned "looks like a typical ballot". So I would ask a follow-up there, "what do you mean by a typical ballot? What would that look like?" And if she has seen other designs as well :)

[@mariokeryapy]

@@zerotoux Thank you for the detail! I really enjoy a video like this. It feels like I was there to learn directly from you.

[@mariokeryapy]

wish me luck for my first design challenge as a UX Designer ✌🏼 I hope this step will be the beginning of my career as a UX practitioner since I decided to resign from my job as a data analyst last December. And Zero-to-UX is one of the materials that I use to self-learn. Once again Thank you, Kevin.

[@sayonibanerjee9399]

Brilliant , thanks for sharing this experience . Loved the idea of board and actually it works to give a transparent idea of the activity and I am.pretty sure that it helped in trust building beside being a charmer 😊😊😊

[@zerotoux]

Yay!! Thanks for watching, Sayoni, glad it can give you a glimpse into how it's done and that it's not too scary when we plan it well in advance :)

[@sayonibanerjee9399]

@@zerotoux Absolutely 😊😊

[@palaksatsangi27]

You always help me, Kevin. Thanks a lot for making these videos!

[@zerotoux]

Thank you for watching, Palak!! 🎉✌️

[@jaludetya2095]

woaaaa, nice broooo, keep it up

[@zerotoux]

Thanks, man! Appreciate it! Lemme know what else you'd like to see!

[@TheMusiclover0777]

Can’t wait till you get famous Kevin!

[@jiessicasdaily1385]

I love the idea. Just wondering do you think the results will be biased/meaningless if using an incentive way for the interview?

[@zerotoux]

It's generally good practice to thank your participants for helping you out! Actually tons of people walked by the sign and ignored me :(

[@loreepham]

Great video, thanks for taking the time to film this and this whole series! I was wondering if you gave gift cards to the participants for the coffee or did you actually walk with them into the cafe to buy it for them? Thanks!

[@zerotoux]

I Venmo'd them $5 or gave them cash lol

[@loreepham]

@@zerotoux Oh that’s much simpler than I imagined. Thanks for the replies!

[@ronaksripal3015]

This was a very informative video. I actually learned a few important things from this session. I was wondering if you can make a video about your first UX study that you conducted at Starbuck? I am super interested in knowing the goal of the study, the objectives, the challenges, outcomes and how the study helped address the problems. Thank you very much.

[@zerotoux]

Hi Ronak!! Thanks for your comment, that's a great video idea! I know I've been slacking off (life and 2020, ya know). So I'll definitely make that video when I resume videos :))) Mad love!!

[@eliggy87]

How do you estimate timelines for your research process? When do you choose qualitative research over quantitative? How do you decide when you should begin working on a new product versus an existing product? thanks kevin

[@zerotoux]

1) Pilot (dry run), work backwards from the deadline, account recruiting participants time, and alignment. Then I would recommend adding a few days as buffer. For a straightforward usability test for example, align and plan for 2-3 days, recruit at the same time (maybe 4-8 days), pilot 1 day, then 4-5 more sessions for the next day or 2. Analysis = 1 or 2 days, and writing the report is another day. So in total, a simple usability test can be done in 2 weeks time. 2) depends on the research goals and questions. This one deserves its own video tbh 3) also depends on the team's goals! Sometimes we have specific teams that handle new ideas, while we have other teams that handle growth and expansion

[@olivetti1381]

This was very informative -- TY! Question: If I wanted to try this, how many interviews do I need to conduct for the results to be useful/meaningful?

[@zerotoux]

Thanks for watching! I suggest between 6-8 participants if you're doing a within-subjects experiment with 2 designs. This way, you can counterbalance the order in which you show the ballots and give each design enough times to appear first. Literature says 5 participants is enough, but I'll argue that only applies if you're testing one design. If you're testing multiple across participants, I like to up the number.

[@gamma_girl]

Hi Kevin, I wonder if this method could be used for testing two different designs. It might be easier for people to look at two static forms but if i gave two interactive wireframes with a task flow spanning multiple screens (say ticket booking) would it still work?

[@zerotoux]

Yup! I've done that a lot. Do the same counterbalancing (n! factorial) and see if they notice a difference. And show them both at the end to compare (overview of the flow, like your Figma or Sketch file).

[@gamma_girl]

Cool thanks. I'll try it and let you know how it goes.

[@saggy359]

Thank you so MUCH

[@zerotoux]

Thank YOU!!

[@Ralphunreal]

This was dope! I would like to see more similar videos of you going out to do user testing and even interviews. btw is there a difference between Intercept Studies and Usability testing? Also how long did it take to finish the testing with those users?

[@zerotoux]

Intercept is how you conduct the study, and usability testing is the method! You can do intercept interviews, intercept card sorts, intercept surveys etc...Intercept is just talking to people on the street! And each person took about 10-15 minutes

[@austinlin42]

It seems so funny!

[@anthonyduong63]

Hey so Kevin, Im not sure how to approach people because I am very shy on the usability testing, and that I am afraid that I will make people uncomfortable

[@zerotoux]

Hey Anthony! That's totally normal when first starting out. I would sometimes forget to breathe😂 but it takes practice. If you want to try, start talking with your friends and family first. And if you want to venture out in the field, bring a friend for moral support. Another thing that helped me was to remember that it's not about you. You're interested in the participant and want to learn what THEY have to say! Yes, it can be nerve-wracking but once you get them talking about designs you will just probe into what they're thinking and why. I'll have the script up for download very shortly, it'll help make them feel comfortable, the same exact words I used in this video!

[@anthonyduong63]

yeah ok thank you Kevin, your tips really help! By the way how often do you use R programming and statistics for your research?

[@benzox9940]

Do i do research after or before i develop a software?

[@zerotoux]

BOTH! Especially before. I wouldn't suggest building or coding a single line of code until you research what problem you're solving and understanding your target users' needs. When you conduct research afterwards, you are identifying fixes or opportunities, tracking performance and how it's doing in the real world. But if you come out with a polished turd, it's still a polished turd! So that's why businesses should conduct thorough research before building stuff. And if people need something tangible to touch and feel, we can always prototype a version that doesn't cost that much time or money, just to test the idea! Great question

[@benzox9940]

Thanks for the advice. I guess i just have to find ways to ask unbiased questions

[@baboowee]

Hi Kevin I’m currently a student at a university and wanted to get a internship as a UX researcher would you mind providing me with your email so can email you my resume in order to give me some tips.📤📥🚨