VMware's UE Team

Spotting the User Experience team at VMworld will be very easy this year! We are approaching our focus group recruiting effort in a fairly novel and fun manner. The team will be walking the halls of the Los Angeles Convention Center wearing white lab coats that read "Usability Therapist" on the back in large black letters. We'll also be carrying bright red clipboards that hold the screener we'll use to qualify users. The idea really is to stick out, get noticed, and talk to users face-to-face.

Focus Groups at VMworld 2006

My team and I will facilitate four separate focus groups, over two days, with ten users each on-site at the conference. While I cannot say specifically which products we plan to study I do know it will be exciting and engaging for our users. Those that participate will receive an American Express gift card to use as they see fit. With the holidays coming up it is the perfect thank you for their willingness to participate.

New Program — Be An Influential User

In addition to running four focus groups we are kicking off a new user research program at VMworld 2006. Each attendee will receive a 5" x 7" postcard in their conference materials telling them how to become an "Influential User". On this card, users provide key information to VMware's User Experience team regarding their willingness to participate in future user studies and then drop off their postcards into ballot boxes throughout the conference for a chance to win a new, black, 8GB iPod Nano!

As users interact with my team they will be given a limited edition wrist band that reads, "VMware Influential User". The wrist band they receive is similar to the Lance Armstrong yellow-colored band that reads "Live Strong". Creating a lasting relationship with the user that let's them know how important they are to the development process is the goal.

Conclusion

Seeing users face-to-face is invaluable. Launching a new research program takes effort. You'll have to check back later to see how it all worked out.