User Experience (UX) research is the process of discovering the behaviors, motivations and needs of your customers through various qualitative and quantitative methods. We help you Explore what is possible, Discover new opportunities and Measure your success.
Generally speaking, the goal of exploratory (generative) research is to provide understanding, identify goals, opportunities, and areas of innovation that inform the strategy for your products and/or services.
In order for the research to be successful, we start with some questions such as: Who are our users? What do we know about the market? What hypothesis do we have? What research do we already have? What is the general area(s) of focus?
We believe the best way to start a generative research project is to collaborate with you to understand what questions we need answered. We can do this in a couple of ways. One approach could be stakeholder interviews. Stakeholder interviews are 1-1 individual interviews between us and members of your team. Another approach is stakeholder workshop(s). In the workshop(s) we focus on alignment, prioritization, success, and team-building exercises. In tandem stakeholder, interviews and workshops produce great results.
Generative research often includes some combination of the following: Trends in the market, user interviews, and quantitative follow up.
Depending on the need, they may include; participant screener, session guide, participant profiles, top-line, final report, journey maps, empathy mapping and personas, survey designs, survey output, workshop design, workshop output, opportunity analysis, comparative and competitive analysis.
The most common form of discovery (evaluating) is doing a user test. Testing is a very important step in the discover process because it allows us to evaluate a product, service, feature or prototype with real users. Users tests are usually built around tasks which users are asked to perform to the best of their ability, while observers watch, listen and take notes.
User tests consist of the following parts, recruiting participants, creating a session guide (the protocol), performing the study, analyzing the results, and producing findings & recommendations.
In order to get the best results, the users must be representative of the actual user base of the product or service.
In addition, the test must be impartial and repeatable so that a user’s actions are not influenced in ways that lead to a bias result.
Testing can be done at almost any stage of the design process. It’s not imperative to wait until a functional prototype s ready, you can start testing with ideas on paper. The sooner in the design process that testing is done, the less work has to be redone later. Ideally, multiple tests should be performed throughout a project lifecycle.
Expert reviews are also a good way to evaluate a product. During an expert a review a third-party person outside of the core team, usually a UX expert, evaluates the product feature or service. The expert uses known best practices and validated heuristics as a baseline for evaluation and delivers a findings and recommendations report.
User test provide recruitment screener, session guide, participant profiles, top-line report, and final report. Expert reviews include evaluation plan, final report.
Examples: Card Sorting and Tree Testing; Usability Testing; Concept Evaluation; Accessibility Reviews; Expert Reviews; Field Trials
The goal behind setting up a UX measure is to able to evaluate a feature, product, or service against a repeatable protocol that aligns with key performance indicators. The measure is something that should be repeated at a regular time interval. The measure won’t necessarily tell us why something is or is not performing well, but it will tell us if it is.
One measure we recommend is a repeatable survey, like SUS or NPS. It’s also possible to make a unique survey as required. SUS will give you a usability score; NPS will give you a product satisfaction score. These two surveys are well established and validated, and the protocol is free to use. These surveys do require a fairly large sample size, usually well over 100 users.
Another good measure is a summative user test or baseline test. This type of test is very similar to an evaluative test, however there is a rigid pass-fail criterion for each task, and there are less qualitative or exploratory conversations between the moderator and the user.
Surveys provide survey design, raw data, survey analysis, and final report. User test provide recruitment screener, session guide, participant profiles, top-line report, and final report.
Examples: Surveys; Data Analytics; Summative User Testing; A/B testing