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<!DOCTYPE html>
<html lang="en" dir="ltr">
<head>
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<meta charset="utf-8">
<meta name="viewport" content="width=device-width, initial-scale=1">
<title>Research Methods Deep Dive</title>
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href="https://cdnjs.cloudflare.com/ajax/libs/normalize/8.0.0/normalize.min.css">
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<body>
<header>
<div class="nav-container">
<nav class="nav-logo">
<ul>
<li><a href="index.html" class="logo">Elysa Smigielski</a></li>
</ul>
</nav>
<div class="navtoggle" id="myNavtoggle">
<nav class="nav-links">
<ul>
<li><a href="https://elysasmigielski.com#projects" class="a2">Projects</a></li>
<li><a href="about.html">About & Approach</a></li>
<li><a href="#contact" onclick="menuContactToggle()">Contact</a></li>
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class="fas fa-bars"></i></a></li>
</ul>
</nav>
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</div>
</header>
<main>
<div class="container">
<div class="row">
<h1>Introspection of Research Methods</h1>
</div>
<div class="row">
<div class="col-lg-3 col-md-3 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-6 col-md-6 col-sm-2 debug-outline">
<p>A compilation of projects with a sole purpose of examining a
qualitative method for user research. </p>
</div>
</div>
<div id="personas">
<div class="box col-lg-12 col-md-12 col-sm-12 debug-outline">
<div class="row">
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<h5>Recruitment, <br> Interviews, <br> & Personas</h5>
<p class="caption">August 2020-Present</p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<p>After <a
href="https://medium.com/uxr-content/your-personas-probably-suck-heres-how-you-can-build-them-better-b2b32a45c93b"
target="_blank" class="a3">reading</a>
and <a href="https://uxrconference.com/content.html" target="_blank" class="a3"> hearing
</a> about
problematic personas and the path to improving them, I
opted to create a project with the sole purpose of creating better, behavior-based
personas. <br> Of course, in order to create personas, I had to collect data. Which is
how this project evolved into one centered on best practices for recruitment,
interviewing, and persona creation.</p>
</div>
</div>
<div class="row">
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<h4>Recruitment and Ensuring Participant Well Being & Safety</h4>
<p>Since this is a personal project, and since I did not have a budget for
participant monetary compensation, I opted to recruit friends, family, and fellow
members of research Slack channels. And since I did not have compensation to offer, I
instead offered promise of in-kind help. For friends and family, this would take the
form of typical good neighbor activities. For those that I recruited from research slack
channels, however, I offered to give them an inside take on the methods I was employing,
since many of those who took up my request were new to the research field and
appreciated methods-based help.
</p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<p><img src="img/methods/consent.png" class="img box"></p>
<p class="caption">This consent and confidentiality statement was included in the Calendly
invitation to participate</p>
</div>
</div>
<div class="row">
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<p><img src="img/methods/id.png" class="img box"> </p>
<p><img src="img/methods/demo.png" class="img box"> </p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<h4>Demographic Questions and ID Codes for Participants</h4>
<p>To keep the participant's responses confidential, I used an ID Code system. Each
participant was given a code (P1, for participant number 1), and I labeled that
participant's data with that code instead of with their name. The key containing their
name was stored in a separate location from their data. And to extend participant
well-being to the demographic questions, I asked them as open ended question, to allow
the participant to answer with
the word that they use to identify themselves. I intend to continue this method for
</p>
</div>
</div>
<div class="row">
<div class="col-lg-1 col-md-1 col-sm-12 debug-outline">
<p> </p>
</div>
<div class="col-lg-10 col-md-10 col-sm-12 debug-outline">
<p>demographic questions on written surveys, so as not to exclude a person's identifying
descriptor in a list of options. Note that one of my demographic questions is whether or
not the participant invests financially. Since I was interviewing friends, family, and
peers, I was concerned that asking for income, debt to income ratio, or overall
financial standing would induce shame or embarrassment. So for this project, I am using
investment status as a proxy for income status (knowing that general advice for
investing is to have at least 6 months of income saved before doing so).</p>
</div>
</div>
<div class="row">
<div class="col-lg-5 col-md-5 col-sm-12 debug-outline">
<h4>Remote Interviews</h4>
<p>I conducted one on one interviews with participants over Zoom, and structured the
conversation for exploratory, open ended conversation about their use, beliefs, and
attitudes about facebook. I used prompts like "tell me more about
that" and "can you explain what you mean by that" to
encourage in-depth conversation. </p>
</div>
<div class="col-lg-1 col-md-1 col-sm-12 debug-outline">
<p> </p>
</div>
<div class="col-lg-6 col-md-6 col-sm-12 debug-outline">
<p><img src="img/methods/otter.png" class="img box"> </p>
<p class="caption">An example of how I tagged data in Otter.ai during my first pass of
coding the data. Coding was an iterative process.</p>
</div>
</div>
<div class="row">
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<h4>Ground Up Coding of Interviews</h4>
<p> As
this is an inductive study whereby themes would emerge upon data collection and coding,
I created a code book and used the Emergent Themes method to code the data.
I conducted my first pass of coding the data in Otter.ai itself. I highlighted and then
commented with a corresponding code the
participant's statements related to uses, behaviors, and feelings. I then copied these
tags and the corresponding data into Excel, where I then conducted a second pass of
coding the data and grouping it into the emerged themes.
</p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<p><img src="img/methods/data.png" class="img box"> </p>
</div>
</div>
<div class="row">
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<p> </p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<h4>Themes and Personas</h4>
<p>Once the data was coded and themes had emerged, I looked for the behavior-based themes,
and created groupings based on behaviors. </p>
</div>
</div>
</div>
</div>
<div class="row">
<p> </p>
</div>
<div id="primer">
<div class="box col-lg-12 col-md-12 col-sm-12 debug-outline">
<div class="row">
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<h5>Thoughtful <br> Research <br> Primer</h5>
<p class="caption">August 2020-Present</p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<p>I created an open source research repository for articles, books, and resources that have
helped me understand the methods and practices that build an ethical, inclusive, and
humanitarian research strategy. <br> I have organized the repository by stage of project
development, and intend for the repository to be a place to organize my own collection
of resources as well as to be a tool for other researchers. </p>
<a href="https://elysa-ux.github.io/Research-Primer/" target="_blank" class="a3">Thoughtful
Research
Primer on GitHub</a>
</div>
</div>
</div>
</div>
<div class="row">
<p> </p>
</div>
<div id="arch">
<div class="box col-lg-12 col-md-12 col-sm-12 debug-outline">
<div class="row">
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<h5>Information Architecture</h5>
<p class="caption">February 2020-May 2020</p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<p>My local gym expressed how overwhelmed they felt at the thought of updating their
website, and upon a quick inspection, I saw that the site was composed of a labrynth of
duplicated pages. I offered to help this gym recompose the information architecture of
their site, and I did so through enacting stakeholder interviews, card sorts, and tree
tests.
</p>
</div>
</div>
<div class="row">
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<p> <img src="img/methods/analytics.png" class="img box"> </p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<h4>Checking the Analytics </h4>
<p>My first step, though, was checking the analytics of their site and seeing which pages
were generating the most traffic. As you can see from the trend in the graph, there was
a dramatic difference between page views of the home page, and page views of any
interior page. I shared this information with the owners, to stress the importance of
the content on their home page, and the importance of conducting additional research to
see why visitors are not clicking on interior pages. </p>
</div>
</div>
<div class="row">
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<h4>Website Content Audit </h4>
<p>I must admit that despite being a years-long patron of this gym, I avoided their website
because I myself was confused by it. From the outset, it seemed like a lot of their
pages were duplicated throughout the overall site. But to confirm the exact structure
and content, I conducted a site content audit. I numbered the pages based on their
parent-child relationship within the site map, to help me visualize the site map from
within the audit itself. Overall, I discovered that there were 77 pages in the gym's
website, and that roughly half of those pages were live duplicates. </p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<p> <img src="img/methods/audit.png" class="img box"> </p>
</div>
</div>
<div class="row">
<div class="col-lg-4 col-md-4 col-sm-12 debug-outline">
<p> <img src="img/methods/sort1.png" class="img box"> </p>
<img src="img/methods/sort2.png" class="img box">
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-7 col-md-7 col-sm-12 debug-outline">
<h4>Card Sorts and Tree Tests </h4>
<p>After accounting for all of the duplication in the site, there was still a lot of
categorical information to organize into a more accessible site map. To start, I listed
each category of information on the current site, and used those categories as the items
in a card sort. </p>
<ul>
<li>I deployed two separate card sorts - one for users of climbing gyms (as they have
familiarity with the terms used on the site) and one for non-users (as they are the
primary
demographic of users of the gym's site)</li>
<li>The resulting matrix tables from the two different card sorts revealed that the same
terms were grouped together by both the
"users" and "non-users".</li>
<li>Based on the revealed groupings, I created a new navigation hierarchy, and tested
this site map with another set of "users" and "non-users" via a Tree Test. The
results of the test showed that in 90% of the instances, the participant could find
the page of the prompt. </li>
</ul>
</div>
</div>
<div class="row">
<div class="col-lg-5 col-md-5 col-sm-12 debug-outline">
<h4>Wireframes and Content Strategy </h4>
<p>I created mid-fidelity wireframes in Figma that the gym's marketing manager and I could
use as a guideline for overhauling and recreating the site. We used the new site map to
help determine what content from the old site would be re-used, and which pages required
new content. </p>
<p class="caption">Note: Due to Covid-19 disruptions, the gym's owners made the decision to
close one of it's two locations, and thus the website development was put on hold
throughout this decision process. </p>
</div>
<div class="col-lg-1 col-md-1 col-sm-2 debug-outline">
<p> </p>
</div>
<div class="col-lg-6 col-md-6 col-sm-12 debug-outline">
<p> <img src="img/methods/frames.png" class="img box"> </p>
</div>
</div>
</div>
</div>
<div class="row">
<p> </p>
</div>
</div>
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<h2>Get in Touch</h2>
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