Client:Personal Project
Core tasks: Data Science, Analysis, UI/UX Design
Appointed: September 2018
Completion: December 2018
-Utilizing the power of technology to enhance our workflows—and provide greater efficiency to our tech-cluttered world.
Download or view the full report by clicking here. (PDF)
Researchers will collect, analyze, and report all data to Microsoft with findings on feature design, implementation, and product ease-of-use. Demographic information will be derived from data collection, and we will also be able to determine the purpose of use, time(s) of the day used, and privacy/security concerns from results of data collection and analysis. Data collection will be retained by Microsoft, and Microsoft will be the sole owner of all data collected. Data analysis and analysis methods will be retained by researchers, and final reports will be retained by Microsoft. We estimate this project to take approximately 70 days with a total estimated cost of ~$22,500-$23,000.
The purpose of data collection, analysis of data, and reporting of data is to determine how people will use Microsoft’s in-home standalone speaker assistant. Analysis of data will lead to results regarding the question of what features the assistant should have, and when or why people use it. Additionally, demographic estimates will be made through data collection in order to best estimate types of probable users in the current market. Through collecting and analyzing data, we will be able to determine how to improve on already existing assistants and create unique features to make Microsoft’s product stand alone at the top of the current in-home standalone speaker assistant market.
To conduct user research we will be using a combination of diary studies and focus groups. These will be used by researchers to determine the influence of speaker assistants and their current or possible future uses. Data analysis will be in the form of affinity diagrams and focus group result analysis. Findings will be presented through the use of an affinity walkthrough, focus group analysis reports, and creation of personas based on data collected and analyzed.
Researchers desire to conduct diary studies through the use of online and printed surveys. By examining large, nationally representative surveys of people who are most likely to use in-home standalone speaker assistants — such as American consumers from each generation (iGen, millennial, generation X, and boomers) — we will determine how people will use the product, and for which purpose the assistants will be used. Personas will be derived from the results of these diary studies.
Focus groups will be conducted to determine possible features that will make Microsoft’s assistant unique in the current market. Figuring out why people use assistants, and how we can implement ease-of-use features will be determined through analysis of each focus group conducted. The data will then be analyzed through use of affinity diagrams, which will help further our understanding of what product features are unique and most desired.
Details of data collection: The protocol for focus groups will be 5-6 consumers discussing their current use of all purchased assistants, including those from competitors, in-home, and non- standalone speaker assistants — such as car, laptop, and phone assistants. All demographics will be welcomed, and each focus group will take about 30-45 minutes. Questions will be asked to determine ease-of-use features, demographics, and final product costs. Additional questions to address include privacy concerns, security features, and time spent using these devices. Focus group recruitment will be conducted via third-party recruitment professionals, and about 20-40 people will be recruited for focus group studies — based on budget constraints (generally $500 for 20 participants — or $1000 for 40 participants) — more participants generally means we will find more accurate results. Focus groups will be held for approximately one month, concurrent alongside diary studies, and participants will be expected to be reimbursed for travel-time and focus group attendance by the third-party company.
Nationally-representative objective surveys will be conducted across different American generations of consumers. These include iGen (adolescents between the ages of 11 and 17), millennials, Generation X, and boomers. Questions asked will determine the demographic majority of consumers who purchase in-home standalone speaker assistants, as well as determine the purpose of their use. Participants will be asked a series of questions regarding their current usage times, what they do for a living, and what features they like or dislike about their current in-home standalone speaker assistants. Additionally, the final survey will ask participants how much they would pay for a unique feature-rich assistant. Diary studies will be conducted for about one month, at a maximum of once per day and a minimum of two times per week. Participants will be recruited through the use of online survey websites (amazon turk, google forms, and popular website advertisement) — and each participant will be paid $5 provided their data is accurate and if they can prove they own an in-home standalone speaker assistant through receipts or other technological data such as device ID serial number. Diary study participant limits will be capped at 400 people who accurately submit data.
Details of Data Analysis: Data analysis following accurate data collection will take approximately 2 weeks minimum and 4 weeks maximum. This time will be used to create affinity diagrams, analyze focus group and diary study results, and create personas. Affinity diagrams will be created from results of focus group analysis only, and will not include diary study results. We estimate that creation and subsequent organization of affinity notes will take approximately 2 weeks, and 3-4 weeks for the best results. These affinity diagrams will be used to determine ease-of-use features and unique design features that will make Microsoft’s product stand alone at the top of the current assistant market.
Diary study results will be statistically analyzed to determine demographic information, ease-of- use features, and final product costs. This information will be collected automatically through the use of specially integrated questions and feedback from participants, and it will take between 3-5 days to determine the reliability and validity of diary study results.
Reports: After data collection and analysis, we will create unique personas to exemplify the types of users who will use Microsoft’s final product. The data used to create personas will largely come from diary study analysis, and some focus group analysis. Affinity diagrams will help find connections not seen before, and will further help to figure out demographic information to create complete consumer personas. Between 5 and 10 personas will be created, to help elicit an overall understanding of demographic information and product usage. Affinity diagram walkthroughs should take approximately 2 days and will explain findings and concerns based on results from diagramming the created affinity notes. Additionally, findings will be presented with a written report and graphs/charts derived from diary study and focus group analysis results. We expect this final report to be the basis of product design and implementation, as all of the data will have been collected and analyzed throughly by this time. Reports will take approximately 5-10 days to generate.
Day 0: Meeting face-to-face with Microsoft to discuss more details related to the product, including but not limited to: budgetary constraints, time constraints, and company visions.
Day 1-3: Concurrent diary study implementation and focus group participant recruitment, along with purchasing of any required materials such as affinity diagramming post-its and markers.
Day 3-33: Concurrent diary study and focus groups being conducted. (Approximately 1 month)
Day 34-50: Affinity diagram production and organization. (Approximately 2 weeks)
Day 51-54/57: Determining reliability and validity of diary studies. (Approx. 3-5 days)
Day 54/58-65/70: Report generation including personas and final written presentation. (Approx. 5-10 days)
Participant Recruitment: ~$500.00-$1000.00 (20/40 participants respectively)
Diary Study Recruitment: ~$2000.00 (400 participants who submit accurate data)
Analysis Materials: ~$400.00 (Post-its, large-form paper, markers, printable labels, storage bins) Travel: ~$0.00 (Included in researcher salary)
Researcher Salary: ~$19,600.00 ($35/hr for 70 days of research, analysis, reporting, travel fees) Total Estimated Cost: ~$22,500-$23,000 (Depending on cost of participant recruitment)
What was the user trying to do?
Identify the goals the user was trying to accomplish. Did they accomplish them during your observations?
I observed a local business owner attempting to do their business payroll using the software Microsoft Excel. The user did indeed complete their original goal of calculating and verifying their business payroll, after a bit of troubleshooting.
What technology was used, and what did they do with it?
Describe the technology. What make/model was used? They the user use any other technologies?
How did the user use the technology?
The user did their business payroll using Microsoft Excel on a desktop personal computer with windows 10 installed. Through Excel, they were able to calculate how much each employee would be paid that week, and see how well their business was doing on a daily basis. The user occasionally used an internet browser (Google Chrome) in order to search for solutions to their problems with the software, including calculation formulas and table organization. Over the hour that I was observing them, the user seemed to have a set goal — but had some trouble with the design of Microsoft Excel and trying to figure out where the correct formatting buttons were placed.
What worked well? What worked poorly?
Did the technology(ies) help or hinder the user? How? What part(s) of the technology worked? What part(s) didn’t?
Microsoft Excel is a great tool for small businesses because of its simplicity and ability to get tasks done. Using Excel, the user was able to calculate their daily business profit and the amount of money given to each employee for the hours that they worked. Using tables and columns — and calculation formulas for adding those together — the business owner was able to quickly calculate how much to pay each employee and other economic figures such as profit. The user — a man in his 40’s — seemed frustrated with the technology at times. Unable to find the solution using the software itself, the user turned to the internet for a quick google search to find the answer to their problems — where were the formatting options located, and what were the formulas to add up the total of a given column. The user succeeded in finding the solutions to their problems, although not within the software itself, and eventually reached their goal of conducting their business payroll.
What surprised you about the way they used technology?
The user is not like you. How did they use the technology differently than you would have, or differently than what you expected? Note: if you weren’t surprised by anything, you probably weren’t paying close enough attention to what the user was doing.
Due to the age difference between the user and I, it was easy to notice quite a bit of irregularity in their actions. It seems technology is tougher to use for an older crowd — especially because they didn’t use any shortcut keys! I struggled to keep quiet when I noticed the user right click and select copy and paste, rather than what I would have done which is command/control + C for copy and command/control + V for paste. Additionally, the user did not seem to know the basics of using the google search feature — typing out their exact problem word for word sometimes worked, but more often than not led to the wrong answer or an extended solution. If I were using the search feature, I would have omitted some wording and came up with a short but direct google search that would give me the solutions I needed, rather than typing out an entire sentence in the search bar. Although it may have taken longer for the user to reach their goal than I would have, they eventually completed the task.
-A persona is a profile of a fake person, based on data about real people.
-A persona describes typical users of your proposed system as though they were a real person.
Sadie has a very busy life — currently working as a receptionist for a Fortune 500 company, she is also a graduate student — studying how time influences the way people use technology. She enjoys dates with friends, and volunteering on weekends. As a result of her busy schedule — stating that she has “too much stuff, not enough hours” — she has to constantly keep track of everything, using a calendar. She finds that because she is always surrounded by technology, it is much more efficient to keep track of her tasks on a digital device rather than traditional paper. When she has to write or remember a task, she uses the device closest to her — and syncs her multiple devices through a cloud-based technology to keep them all constantly updated. She enjoys the sync feature provided with her todo management tools, and prefers it when her devices sync properly. Utilizing the reminder feature in her calendar is essential to a productive lifestyle, and she prefers to have multiple reminders for the same event if possible. She usually plans out her days in advance, by means of blocking out her day in time chunks in which to work on projects. To help keep her on track and get all of her work done, Sadie uses the reminders that she programs to motivate and keep her on track. She prefers doing the work rather than the anxiety of missing work — and setting her own reminders can help her to not be overwhelmed with a myriad of tasks. Sometimes, she struggles with technical issues due to the different technologies that she uses — having a Samsung phone yet using Apple products as todo management can be chaotic — so she prefers being able to view her calendar in one secure location. She enjoys the ability to separate her personal/leisure activities and prioritize her important activities over her leisure activities or unimportant activities. She also enjoys maximizing efficiency by switching between work tasks and her desktop/laptop frequently. By organizing and prioritizing her tasks, she keeps a structured and routine life that she hopes will make her feel less stressed. She prefers a month view for her calendar, because it is the most appealing way to look at her calendar, and when the calendar is visually appealing it is inherently less stressful.
(Summarized Persona)
Kim is currently studying how people use technology. She has a day job as a research assistant, is taking three classes, and also volunteers on weekends. As a result, she carries around with her a Samsung smartphone and a laptop at all times, and also has a desktop computer at her office and her home. She has trouble managing all of the things that she does, as work, school, and personal life are frequently intermingled. She writes down todos because “it drives her crazy to think about things that she can’t do right now.” She hopes that being more organized will help her feel less stressed.
Age: 20-25
Gender: F
Job Titles: PHD Student (2nd Year) – Information & Media Studies Program (Focused on norms, attitudes, identity, online context — ideology research)
Experience Level: Graduate Student
Work Hours: 24/7
Education: PHD Student (Classes & Assistance-ship & Volunteer Projects) (MSU)
Location: (Michigan)
Income: Financially Independent (In a lot of debt, but subject pays their own bills)
Technology: Looking at online forums, attempting to stay up to date with all types of information. Always using technology for work and personal use.
Disabilities: No specific limitations
Family: Maintains personal & professional relationships — Subject Lives Alone — Korean — Father was in army, and grew up in poverty, strict upbringing — Subject is 1/2 Asian
Subject Profile: Second year graduate PHD Student @ MSU — Keeps a calendar to keep track of stuff she’s supposed to do, in both her personal and professional life. Uses various technology such as Apple Calendar, Reminders, Google Keep, To-Do Lists, Evernote, & utilizes a calendar sync between different technology platforms. Physical Calendars are in possession, but not in use.
Graduate Student Interview – Affinity Notes
Understanding Your Users: (Informal Note Taking)
Reports
Low Priority | High Priority | |
High Cost | Luxuries | Strategic |
Low Cost | Targeted | High Value |
Verbal Consent
-asking for people to participate through your voice
Informed Consent
-with their approval of the study or survey being done
-its ok for participants to back out at any time in the survey process
-make sure you get informed consent from your participants
-violating participants trust then in the future there will be problems