Schumacher The Handbook of Global User Research

1. Auflage 2009
ISBN: 978-0-08-088972-6
Verlag: Elsevier Science & Techn.
Format: EPUB
Kopierschutz: 6 - ePub Watermark

E-Book, Englisch, 336 Seiten

User research is global - yet despite its pervasiveness, practitioners are not all well equipped to work globally. What may have worked in Nigeria may not be accepted in Russia, may be done differently in Brazil, may partly work in China, and may completely fail in Kuwait. And what often goes less noticed, but can be equally vexing are technical, logistical and planning issues such as hiring qualified translators, payment procedures, travel issues, setting up facilities and finding test participants. The Handbook of Global User Research is the first book to focus on global user research. The book collects insight from UX professionals from nine countries and, following a typical project timeline, presents practical insights into the preparation, fieldwork, analysis and reporting, and overall project management for global user research projects. Any user experience professional that works on global projects -- including those new to the field, UX veterans who need information on this expanding aspect of user research, and students -- will need this book to do their job effectively.
*Presents the definitive collection of hard won lessons from user research professionals around the world *Includes real-world examples of global user research challenges and provides approaches to these issues *Contains anecdotes and hard-won from the field that illustrate actionable tactics for practitioners

Robert Schumacher, Ph.D., User Centric, Inc. Managing Director
Robert M. Schumacher is Managing Director at User Centric, Inc., a leading global user research firm, and CEO of User Experience Ltd., the first foreign-owned user research firm in Beijing, China.. He was one of the driving forces behind the formation of the User Experience Alliance. He speaks frequently on user experience and user research at national and international conferences, holds several patents, and has written dozens of professional and academic papers. In 20 years of professional experience, Bob has held technical and management positions in the telecommunications industry in human factors, new product development, and project management.

Autoren/Hrsg.

Schumacher, Robert

Inhaltsverzeichnis

1;Front Cover;1
2;The Handbook of Global User Research;4
3;Copyright;5
4;Dedication;6
5;Contents;8
6;Preface;12
7;Acknowledgments;14
8;Author Bios;16
9;Chapter 1: Foundations and definition;38
9.1;1.1 Globalization, localization, and user research;39
9.2;1.2 Origins of user research;40
9.3;1.3 What is user research?;43
9.4;1.4 Some terminology and context;45
9.5;1.5 Dynamic nature of user research;47
9.6;1.6 User research and other disciplines;48
9.7;1.7 Models of global user research;53
9.8;1.8 What is this book about?;54
9.9;References;56
10;Chapter 2: Project management;58
10.1;2.1 Introduction;58
10.2;2.2 Engaging stakeholders in research activities;58
10.3;2.3 Planning international studies;61
10.4;2.4 Finding quality in-country resources;70
10.5;2.5 Managing an international project team;75
10.6;2.6 Key takeaways;87
11;Chapter 3: Preparation;90
11.1;3.1 Introduction;90
11.2;3.2 Understanding research objectives and target user groups;91
11.3;3.3 Reviewing the stimuli;94
11.4;3.4 Creating the test plan;97
11.5;3.5 Recruiting;99
11.6;3.6 Developing the moderator's guide;103
11.7;3.7 Localizing the moderator's guide;106
11.8;3.8 Sharing materials with local teams;108
11.9;3.9 Briefing with local teams;109
11.10;3.10 Local pilot testing;110
11.11;3.11 Key takeaways;111
12;Chapter 4: Fieldwork;114
12.1;4.1 Introduction;114
12.2;4.2 Planning and logistics for a global study;115
12.3;4.3 Preparing test materials for a global study;123
12.4;4.4 Assembling and training the team;131
12.5;4.5 Conducting the fieldwork;141
12.6;4.6 Analyzing data and reporting results;145
12.7;4.7 Key takeaways;150
12.8;Reference;150
13;Chapter 5: Analysis and reporting;152
13.1;5.1 Introduction;152
13.2;5.2 Planning analyses for global projects;152
13.3;5.3 Collaborating and sharing analyses from each locale;159
13.4;5.4 Reporting and presenting results;164
13.5;5.5 Key takeaways;179
13.6;Reference;180
14;Chapter 6: Global user research methods;182
14.1;6.1 Introduction;182
14.2;6.2 Ethnographic studies;184
14.3;6.3 Focus groups;189
14.4;6.4 Eye tracking;194
14.5;6.5 Unmoderated remote usability testing;199
14.6;6.6 Web analytics;216
14.7;6.7 Online surveys;227
14.8;6.8 Personas;232
14.9;References;237
15;Chapter 7: User research throughout the world;240
15.1;7.1 Introduction;240
15.2;7.2 Australia;242
15.3;7.3 Brazil;244
15.4;7.4 China;245
15.5;7.5 Denmark;247
15.6;7.6 Finland;248
15.7;7.7 France;250
15.8;7.8 Germany;251
15.9;7.9 India;253
15.10;7.10 Italy;255
15.11;7.11 Japan;257
15.12;7.12 Korea;260
15.13;7.13 Malaysia;261
15.14;7.14 The Netherlands;263
15.15;7.15 New Zealand;264
15.16;7.16 Russia;266
15.17;7.17 Spain;268
15.18;7.18 Switzerland;270
15.19;7.19 Turkey;272
15.20;7.20 United Arab Emirates;273
15.21;7.21 United Kingdom;275
15.22;7.22 United States;277
15.23;Reference;280
16;Chapter 8: The role of professional organizations in user research;282
16.1;8.1 Introduction;282
16.2;8.2 Making the most out of a professional network;283
16.3;8.3 The local chapters of professional organizations;284
16.4;8.4 Professional organizations in a global market;284
16.5;8.5 Organizations and research;286
16.6;8.6 World Usability Day as an example;287
16.7;8.7 Directory of organizations;288
16.8;8.8 Key takeaways;292
17;Chapter 9: The impact of culture on user research;294
17.1;9.1 Introduction: How culture impacts user research;294
17.2;9.2 The implications of context to user research;295
17.3;9.3 The impact of the development process on cross-cultural user research;295
17.4;9.4 A model for understanding the impact of culture on user research;297
17.5;9.5 The impact on user research of the cultural differences between moderators;299
17.6;9.6 The culture of nations and organizations and its implications on user research;302
17.7;9.7 Cognitive differences between East and West and their relationship to user research;309
17.8;9.8 Key takeaways;313
17.9;References;313
18;Chapter 10: Closing thoughts;316
18.1;Reference;320
19;Index;322