fundamentals and practices of ux research

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UX Research Techniques

FUNDAMENTALS AND PRACTICES OF UX RESEARCHBY LUCIA TREZOVAPrague2017

UX?

UX= USER EXPERIENCE deals with people interacting with your product or service and experience they receive from that interaction

UX encompasses all aspects of the end-user's interaction with the company, its services, and its products.

https://www.nngroup.com/articles/definition-user-experience/

The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use

UX COMPONENTS? UX isnt limited to the visual interface. UX has many dimensions covering the entire journey a person takes:

The process they go through to discover your companys productThe sequence of actions they take as they interact the interfaceThe thoughts and feelings that arise as they try to accomplish their taskThe impressions they take away from the interaction as a whole

Norman Nielsen

THE GOAL OF UX DESIGN IS TOimprove customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product (UserTesting)

UX DESIGN: is a process for designing systems that offer a great experience to users(Justin Mifsud)

UX DESIGN: is a commitment to building products with the customer in mind (Marieke McCloskey)

UX vs USABILITY?

Usability is about task-based interaction. It is the characteristic of the interface indicating how quickly and easily (how intuitively) users reach their goals perform indented task.

It is measured with metrics such as: success rate, error rate, abandonment rate, time to complete task, clicks to completion, etc.

User experience (UX) is a broader concept including also how people feel while they interact with your product. So, UX is also about emotional connection

Excellent usability is definitelly the crucial component of a great UX There is no good UX without a good usability However, good usability is not enough to create an excellent UX.

Great UX creates users joy and amusement when using your product, great UX is about the esthetic values being fulfilled. UX is about personal identity and personal mastery being created or proved by using your product. It is about social connections gathered or deepened by using your product. Thus UX affects overall users engagement, therefore influences: likelihood to continue use, and likelihood to recommend your product to others.

WHAT IMPACTSUX? User experience design is a concept that has many dimensions, and it includes many different disciplines - such as interaction design, information architecture, visual design, usability, etc.

UX RESEARCH Where to start?

What are the best research tools? It depends: ON WHAT YOU NEED TO TEST=WHAT IS THE STAGE OF YOUR PROJECT

There are many research methods useful in the process of a digital product developmentDifferent methods are applicable in different phases of a project

TEST EARLY. TEST OFTEN. TEST WITH REAL USERS. ITERATE.

FROM EXPLORATIONTO VALIDATIONResearch methods vary from explorative techniques (in early phase) to validation techniques (in late phases) based on research objectives set up according to specific PRODUCT DEVELOPMENT STAGE Exploring and gathering users:

Needs and motivationsExpectations and desiresUser stories Users painful moments and the moments of trueUsers demographics, U&A analysisMarket and sector insightsCompetitors analysis and best practices, etc. Validating and testing:

Product value and concept ideaIA / taxonomy testingInteraction flow testingOverall usability testing on:Paper or clickable prototypesVisual (overall) design evaluation Product potential testing, etc.

8 COMMON METHODS USED IN UX RESEARCHCreating personasUser journey mapping2-minutes interview Card sorting Competitive audit Heuristic evaluationUsability testing: Prototype testingHeat Maps

CREATING PERSONAS

Before starting any product development it is crucial to answer: who are the people we are designing the solution for?

Personas support user-centered design throughout a projects lifecycle by making characteristics of key user segments more salient

WHAT IS PERSONA? A fictional character that represents the group of users described in a such way that we can picture him or her as an alive tangible person To understand better who the users are in order to fulfill their expectations and needs via newly developed product PURPOSE

Demography AgeFamily status Education Occupation and income Where he lives

Appearance and personalityHis characteristic traits How he communicatesWhat is important to him What he likes/dislikesWhat kind of problem he solves

Name of persona...........Credo / quote ...........Interests What he does for funWhere you can meet himWhat he reads and watch Tools he uses (notebook, i-watch, i-pad)Applications and web sites he fancies Social nets he uses

Needs and motivators What he aspires for, wishes, dreamsWhat kinds of problems he solvesWhat are his personal and work goalsWhat motivates him Who is an idol figure for himWhat is important for him at work What frustrates himSTRUCTURE

PROCESS TO CREATE PERSONAS Organize the team cross-functional workshop: using the team knowledge to make a raw draft of personas

Do research: interview (possibly combine with observations) 2 6 people per persona to verify and tune the team assumptions and knowledge about personas

Have presentation: show the final image of users personas to the whole team, so each project member has the consistent knowledge of the users target groups usable during the whole project cycle

What is it?

Technique used to define and describe your groups of potential or current customers / users

In the very beginning of the project

When to do it?Why to use it?Objectives?

To ensure that all project members know who the target user is throughout the whole project cycle

To understand better your users needs and expectations

RECAP

USER JOURNEYMAPPING

A customer journey map tells the story of the customers experience

A user journey map is a visualization of the process that a person goes through in order to accomplish a goal. Its used for understanding and addressing customer needs and pain points

PERSONA: THE USER / THE CUSTOMERUSERS STORIES / SCENARIOSTOUCHPOINTS AND DEVICES CUSTOMERS USE WHAT THE USERS THINKWHAT THE USERS FEELINSIGHTS + OPPORTUNITIES

Users journey map consists of:

OPTIMAL PROCESS TO CREATE USERS JOURNEY Organize a team cross-functional workshop in order to:

Define a use case you want to explore - in terms of a goal users should reach Make a draft of an assumed - expected users journey

Do research: 2 6 interviews (optimally combined with observations) per persona - to explore real users journey: find out what users do, what devices and touchpoints they use, explore users motivation, painful moments, explore what users think and feel and identify all insights and opportunities

Organize a team cross-functional workshop in order to:

Visualize the whole process Based on research insights make reco how to improve it and fine-tune the user journey process

User journey map example

User journey map structure

What is it?

Technique used to understand how people / users behave right now when reaching their goals

As a second step of the project after creating persona

When to do it?Why to use it?Objectives?

To solve and eliminate all painful moments for the users To create more effective, more intuitive and more enjoyable ways for users to reach their goals using your new product

To describe users current flow, users touchpoints, devices and steps they take when reaching their goals To identify users painful moments, to explore their motivation behind it in order to create more enjoyable UX

RECAP

2-MINUTE INTERVIEW: THE BIGGEST ISSUE DETECTION

GOAL AND PROCESSA semi-quantitative approach if you want to identify the only one and the biggest problem and issue users face while using SW, site or app

It takes 2 minutes to ask: Tell me one thing you would like to change in a way you do your job. Just 1 thing.

You can interview 40+ people = potential for quantitative analysis

What is it?

Technique used to identify the most problematic issue users face when using current products or services

While you ideate about your future project idea

When to do it?Why to use it?Objectives?

To find the key problem people want to get eliminated To identify the biggest challenges on the market / industry, etc.

To identify semi-quantitatively users painful moments they experience while using current products or services

RECAP

CARD SORTING

What is it?

A method used to help design or evaluate the information architecture

While you create the content and structure of your site (taxonomy)

When to do it?Why to use it?Objectives?

Get insight how to structure the whole content of your site / appTest whether the site / app structure matches the way users think

Find out how users understand and group information items on your siteFind out how users label categories and organize items into those categories

RECAP

Prepare cards with your site content items (topics) and blank cards Ask participants to organize cards (topics) into groups that make sense to them Ask participants to name (label) each group they created in a way they fe