Choosing the right UX research methodologies and tools to get more user insights into your product development process

1. Delivering more User
Insights into the Product
Development Process
Abi Reynolds 26 June 2014

3. @Uservision
@AbiJreynolds
Abi Reynolds

4.  UX issues are in the top ten reasons for project to fail
 Good UX will reduce customer care calls
 Early changes with UX design will take just 10 percent
cost when compared to later stages.
 Good UX will reduce training (in-house app)
 Good UX will increase the conversion rate.
Why we need user insights
From Prateheep on Stack Exchange
Creating Competitive Advantage
through superior User Experiences

5. 1. Methods Vs Methodologies
2. Research Questions
3. Mobile & Multi-channel

6. Methodology Vs Method
Methodology
The approach or
principles that guide
our research.
Methodology
explains why we’re
using certain
methods or tools
Methods
Research methods
are the
techniques or
processes that we
use in our research.
the WHY the HOW

7. Tools
WHAT
WhatUsersDo
Methods
HOW
Usability testing
Methodologies
WHY
Qualitative Testing

8. #1 Tip
It’s the approach
that is important;
the method
(& Tools) are
secondary

9. From video Google - Agile UX Research Practice in Android
Which Approach?
Research panels/communities

10. Discovery
(explore)
Needs
Analysis
(define)
Design
(optimise)
Performance
(measure)
• Focus groups,
• In-depth
interviews,
• Diary studies
• Stakeholder
Interviews
• Customer Journey
• Mental Model map
• Personas
• Contextual Enquiry
• Usability
Testing
• Hall Testing
• Co-design
• A/B test
• Competitive
Benchmark
• Surveys
Which Approach?
Product
Development
For an explanation on methods see
www.usabilityfirst.com/usability-methods/

11. What do YOU
Think?

13. Research question number 1.
We want to know what to do to make our
product better than the competition

14. Q1. We want to know what to do to make our
product better than the competition

15. Mobile Diary Studies

17. Interviews & Focus Groups

18. Research question Number 2.
We have lots of people visit our website (car
hire) every day but only 20% of visitors enter
the booking process

19. Q2. We want to know why users are bouncing
from our homepage

20. I’m a great
App, if
people
would just
get to know
me
Stephen P Anderson
Seductive Interaction Design

21. Usability Testing

22. True Intent and success rate
Remote Usability Testing

23. Research question number 3.
We want to introduce a new menu
button design but are unsure how best
to integrate it into current app

24. Q3. We want to test a new button design

25. First impressions & Guerrilla Testing
© Clearleft Ltd.
the art of pouncing on lone people in
cafes and public spaces, [then] quickly
filming them whilst they use a website
for a couple of minutes. M Belham
5 seconds

26. #2 Tip
A Combination of
approaches &
methods work best
(Triangulation)

27. #3 Tip
Test Early, Test often
and then Retest

28. Use Quant. to test
assumptions and Qual.
to find out what you
don’t know…

29. Really great products come from
melding two points of view—the
technology point of view and the
customer point of view. You need
both.
Steve Jobs

30. Mobile & Multi-channel

31. By end 2014 the number of
internet mobile users will
override desktop users when
accessing the Internet (UX Scotland)

33. Mobile testing

34. In the UK, more than 60% of
online adults use at least two
devices every day and nearly 25%
use three devices
40% of all online adults start an
activity on one device and finish
it on another
https://econsultancy.com/blog/64464-more-than-40-of-online-adults-are-
multi-device-users-stats#i.18mlzsnhqjecou

36. 1st Screen 2nd Screen
Sequential Simultaneous

37.  What are customers using different device for?
 How device usage behaviour differs
 How consumers feel about their current devices
in relationship to one another
 The online/offline media split for the multi-
screen shopper
 How else are they engaging with your brand?
Multi-Channel

38. Designing for
the
Experience

39. #4 Tip
Adopt
methodologies to
understand the
Whole experience

40. A Recap

41. UX Research:
It’s the approach that is important; the
method (and tools) are secondary
A Combination of approaches &
methods work best (Triangulation)

42. UX Research:
Test Early, Test often and then Retest
Adopt methodologies to
understand the Whole experience

43. About embedding a culture of User
Insights into development
Deliver a superior User
Experience

44. Even miracles
take a little Time
-The Fairy Godmother

45. 55 North Castle Street
Edinburgh
EH2 3QA
Tel: 0131 225 0853
www.uservision.co.uk
Abi Reynolds
Principal Consultant
http://uxfactor.wordpress.co
m
@abijreynolds