role of research in ux

Role of Research in User Experience

1

Today’s Topic

2

What is Users Research?Why should I include user research on projects?When should user research be part of projects?Who do we include in user research?Which are the different techniques in research?How do I get started doing user research?

3

What is Users Research?Why?When? Who? Which? How?

4

User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies.

It is the process of understanding the impact of design on an audience.

5

It helps us to identify and fill gaps in our knowledge through systematic investigation about how and why people use technology

It helps us to build empathy for how people live their lives and hence design better for their needs

How it HELPS?

6

What?

Why should I include user research on projects?When? Who? Where? How?

7

What people say and do are always very different things

8

Language preference

It was tough for majority of users to Understand the App in Hindi

Apps saare English me he use karne ke aadat par gae hai

Number jo deye hai atleast wo English me hone chaheye

Mai apna chashma nahi laaya or ye bahut chota likha hai , padh nahi pa raha

9

Lead screen – Usability issue

• When asked to call the customer, user continuously tapped on the big gray patch instead of pressing the blue call button

Call button was not intuitive

10

Update section – Usability issue

Instead of tapping on bullet option, users tried to tap on the content

Difficulty in updating status

“yes and no ka button hona chahiye , wo aasaan rahega or problem nahi hogi”

Why?

11

• To better understand your user• To understand how your user interact with the design• To define what functionality is most critical• To get right inputs from right users• To validate your assumptions• To make user friendly system• To save development time if it is done correctly

12

What?Why?

When should user research be part of projects?Who? Which? How?

13

Research can happen at any point in a project where you have a gap in knowledge

Different stages where you can conduct User Research

14

When you need to build basic understanding what users want

When you need to generate inspiration and ideas for design

When you need to evaluate your designs

15

What?Why?When should user research be part of projects?

Who do we include in user research?Which? How?

16

Bad recruiting leads to Bad research

You should understand the product and identify who would be the suitable users for the same

Create a profile of the users and search for them

17

What?Why?When?Who?

Which are the different techniques in research?How?

18

B. Online Survey C. Perception Analyzer

D. CATI & CAPI

E. SMS Based Survey

F. Eye Tracker

G. Neuroscience H. Digital Tracking I. Communities

Focus Group Discussion

Focus Group Discussion We recruit people of similar background or experiences to discuss a specific topic of interest It is an organized discussion with the help of a moderator It helps us to understand their views, perception, opinions, belief

19

A. Pen & Pencil Interview B. Online Survey C. Perception Analyzer

D. CATI & CAPI

E. SMS Based Survey

F. Eye Tracker


In-depth Interview

A respondent is recruited and he is interviewed on one to one basis It is a method of in-depth probing of personal beliefs, opinions and values

20

B. Online Survey C. Perception Analyzer

D. CATI & CAPI

E. SMS Based Survey

F. Eye Tracker


Ethnography

It is the systematic study of people and culture, design to explore cultural phenomenon from the point of view of the subject of the study

The number of cases we study is very less, it may be 2 - 3 respondents depending on the nature of the project

21


D. CATI & CAPI

E. SMS Based Survey

F. Eye Tracker


Paper and Pencil survey

It is the technique to collect data The answers are recorded with the help of paper and pencil It is appropriate for large number of interviews

22


D. CATI & CAPI

E. SMS Based Survey

F. Eye Tracker


CATI

Computer Assisted Telephone Interviews (CATI) is a telephonic survey technique The interviewer follows a script provided by a software application It is used for quantitative interviews, for large number of interviews

23


D. CATI & CAPI

E. SMS Based Survey

F. Eye Tracker


CAPI

Computer Assisted Personal Interviews (CAPI), it is similar to CATI, except that interview takes place in person

Interviewer is present to guide the respondent and complete the survey

24


D. CATI & CAPI

E. SMS Based Survey

F. Eye Tracker


Mystery Shopping

It is a tool used to measure the quality of service

25

Usability Testing

How it works

26

It helps you to answer various questions like

Target user is recruited

Task has been assign to them

Participants are requested to think aloud as they use prototype to perform the task

This might help us to get the insights into WHY certain interface elements are confusing and what might work better.

Questions that usability testing answers

27


How easy or difficult is it to use the product?

How efficiently do people use the product?

Do the users understand the product’s terminology?

Do the controls make sense?

Can people find the information they are seeking?

28

What?Why?When?Who?Which?

How do I get started doing user research?

29

Research is not an optional, it is an integral to understand what to design

Well-Crafted research plan should have the following

30


Project Context – One should understand what is the problem that a client is facing

Objectives – Define the objective for the research which all gaps to be met through it

Target Group – It is very important to recruit the right TG

Location – Where the research takes place

Methodology – right methodology needs to be selected

Schedule – Time lines should be well planned in advance, when the activities will happen

Outcomes – What deliverables are generated

role of research in ux

Design