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Instagram Research

AI-ETHICIST.COM •DAWN•E•PROCOPIO  

WHY IS UX RESEARCH AI-ETHICS?

MIXED METHODS•USER EXPERIENCE RESEARCHER

Verizon Research
 United Airlines Research
Microsoft Research
Instagram Research
Google Research
American Express Research
AWS Research
Siemens Research
Dawn E. Procopio

The only way to program ethics into code is

to see how people use it.

-Dawn E. Procopio, UX Researcher/AI-Ethicist

Why

UXR PROCESS

Target Audiences
Stakeholders

STAKEHOLDER/ 
ENVIRONMENTAL ANALYSIS

Coordination with research scientists, marketing teams, designers, engineers and product managers to identify research questions and formalizing the shared goals and assumptions. These include: 

  • KPIs/SMART Goals 

  • T-Shirt Sized Research Goals/Questions

  • Subject Matter Expert (SME) Interviews and Workshops

  • Stakeholder assumptions and testable hypotheses (may include hypothesized use cases.)

  • Evaluation for new or existing UX Metrics (ex: meeting, exceeding, not-met, unknown)

  • Target Market Demographics (if not specified in assumptions)

  • Commitment of resources (observation, design, participant compensation, tools, stimuli links, reporting collaborators etc.

Pre or Post Environmental Scan/Non-Experimental Research: 

​​

  • Competitive Analysis

  • Market Research

  • Business, Social Science or Company Literature Reviews

  • Meta-analysis of Studies

  • Heuristic Reviews

  • Cognitive Walkthroughs

  • Past meeting minutes

UX Research Analysis
UX Research

OBSERVATION & DATA ANALYSIS

UX Research
In a Meeting

Environmental Analysis 

Stakeholder Elicitation:

  • KPIs/SMART Goals/OKRs

  • Subject Matter Expert (SME) Interviews and Workshops

  • Target Market Demographics 

  • Commitment of resources 


Background Research: ​​

  • Literature Review

  • Competitive Analysis

  • Market Research

  • Meta-analysis of Past Studies

  • Heuristic Reviews

  • Cognitive Walkthroughs

  • Past meeting minutes

Flow Chart
UX Research

Research Planning

Research Plan includes:​

  • Background Summary

  • Goals, Research Questions, Hypotheses, Assumptions

  • Methodology/Mixed methods specifications (Multivariate Usability Testing, Ethnography, Concept Testing, etc.)

  • Participant Screening Logic, Questions, Consent Forms

  • Timelines

  • Stimuli Creation and/or Tracking design

  • Discussion Guide Writing (Scenarios, Tasks, Questions)

  • Data Capture Design, Protocols (ex. Success/Struggle/Fail Criteria)

Analytics
Behavioral Analysis

Observation & Data Analysis

Dimensions follow the NNGroup nomenclature. 

A. Qualitative (direct) vs. Quantitative (indirect); including: 

  • Environment

  • moderated

  • unmoderated

  • remote

  • Tools, ex:  

    • UserTesting.com

    • dScout

    • Qualtrics

B. Attitudinal vs. Behavioral: 

  • Null Hypothesis Testing/Predictive Analytics

  • Grounded Theory Approach (GTA)

  • Video Analysis

C. Scripted vs. Unscripted

ex: Semi-Structured Interviews, Ethnography, Contextual Inquiry, Usability Testing, etc.

Mobile App Testing
Collaboration

Reporting & Collaboration

Report sections include the following for low to high fidelity prototyped solutions: 
​​

  • Executive summary

  • Key findings

  • Hypothesis statuses: 

    • SUPPORTS​

    • NOT SUPPORTED

    • NEEDS RESEARCH

  • Storyboards

  • Customer Journey Maps

  • Personas or archetypes

  • Use Cases

  • Service Blueprinting

  • Highlight Reel Production

  • Design Workshops/SME Visioning 

  • Recommendations

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Process
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