trends in user research methods - wiad17
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Reto Lämmler
Trends in User Research Methods
@rlaemmler
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Methods at a glance
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Qualitative
• User Test• Interview• Focus Group
Quantitative
• Online Survey• Design Survey• A / B Test• Journal Study
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Trend #1
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Qualitative studies are getting more often backed with quantitative data.
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Why?
Often times decision makers don‘t trust the small sample size of qualitative research and want also quantitative proof.
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Example:
Redesign of a website‘s navigation. Besides usability tests, we see an increase in Treejack surveys.
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Trend #2
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User Research at home is trending more than remote tests.
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Why?
Interviewing inside the natural environment answers questions across the user journey and not just a single touch point like a user interface.
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Example:
Zalando wants to understand the user journey from buying to unboxing to dressing to stowing or returning. Doing this in the lab wouldn‘t give any true insights.
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http://www.sonntagszeitung.ch/read/sz_09_10_2016/fokus/Macht-euch-die-Haende-schmutzig-68910
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Trend #3
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Micro tests are preferred over long formal user research studies.
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Why?
In an agile environment UX Designers want to find quick answers on small design questions without the need of doing a big formal user research study.
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Example:
To verify that a primary call to action is understood, you don‘t need to do a 45min in-house user test. Just run a design survey with www.verifyapp.com
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TestingTime‘s approach to micro feedback.
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