EVI's User Experience Research Process

1. East Village Interactive : User Experience Research SunaliAggarwal, CEO sunali@eastvillage.co.in Web http://eastvillage.co.in/ Contact +91-11-41437773

2. User Experience Research June 22, 2010 Delivering High End User Experience @2010 East Village Interactives

3. 1. Define objectives It is initiated by considering broad and general purpose of a project. Objectives get narrowed as the research process goes on which involves interacting with stakeholders and focus group . Literature review further clarifies the objectives. Having a clear idea about objectives of the product can answers some important questions User Experience Research June 22, 2010 Delivering High End User Experience @2010 East Village Interactives

4. 2. Generate hypothesis The process of defining objectives helps in creating a hypothesis. During background study about a product, researcher forms a pre-opinion and belief about the product. User Experience Research June 22, 2010 A hypothesis is about testing the questions based on researcher opinion. The hypothesis is tested by qualitative and statistical analysis. Delivering High End User Experience @2010 East Village Interactives

5. Several research methods are available but all of them can’t be used in every project because of time and money constraint. However, multiple methods can be combined for an in-depth analysis. These methods can be categorized into different sets to answer questions such as: What people say ? (Attitudinal) What people do ? (Behavioral) Why and how ? (Qualitative) How much and how many ? (Quantitative) User Experience Research June 22, 2010 3. Finding research methods Usability studies should rely more on Behavioral data. Ethnographic field studies uses mixture of Attitudinal and Behavioral data. Delivering High End User Experience @2010 East Village Interactives

6. Card sorting uses index cards with titles/name written on them. In this method user is asked to form separate piles of card, each one representing similar concept. This gives an idea to effectively organize the information on the web pages. Survey is a good way to collect information related to demographics, surroundings, user behavior, user suggestions and other related factors. A/B testing is done to find out best of the two designs. If both A and B are competing designs then each is exposed to half the users. In case A is a widely use design and B can form a strong competitor then B is exposed to few users. On a website different webpages can be shown to different visitors to find best out of all. User Experience Research June 22, 2010 Both qualitative and quantitative data can be obtained from: Customers feedback Camera/video/audio/diary study Email surveys Phone interviews Field studies Focus groups Delivering High End User Experience @2010 East Village Interactives

7. Apart from the above research methods, three basic elements of a research are: User Experience Research June 22, 2010 4. Conducting research Information gathering This part of research is identified while finding research methods. Data collection varies according to the project but it is based on user background, task specific questions and user recommendations. It is mostly done through survey and it may be done through: Personal Interviews Telephonic Interview Email feedbacks Delivering High End User Experience @2010 East Village Interactives

8. For gathering in-depth data, personal interviews are preferred whereas telephonic interviews are conducted for saving cost and time. Email feedbacks are used to obtain user opinion which is the most cost saving method out of three but does not provides an in-depth data. So, choosing the appropriate method depends on project requirement and objectives. Experimentation Execution of entire theoretical research till now is carried out here. This phase test the hypothesis. It is done with the help of users for error recognition, time calculations, user behavior etc. User Experience Research June 22, 2010 Observation It involves observing users action without interacting with them. It is done with the help of: Researchers Video/camera Labs (if required) Delivering High End User Experience @2010 East Village Interactives

9. It is very important to collect and record data by using different sources. These can be: Video Audio Notes Screen recorder User Experience Research June 22, 2010 5. Data collection and analysis It is possible that data collected from one source is not observed or understood by the researchers making it difficult to interpret. So using multiple sources helps to verify and analyze the data effectively. Data analysis can be done qualitatively as well as quantitatively. It is important to note that it is not required to know formulae's and exact procedure to statistically analyze the data as online tools are available for doing that. Quantitative analysis determines error rates, task success rates, time analysis and trends based on product objectives. Delivering High End User Experience @2010 East Village Interactives

10. It is possible that experimental results does not support pre-defined opinions and beliefs of the researcher. As a result, researcher may come across some different patterns, result which further need to be verified and tested. So, if the project budget and time permits then the steps 3 -5 can be repeated to test new hypothesis. User Experience Research June 22, 2010 6. Generate new theories and hypothesis Delivering High End User Experience @2010 East Village Interactives

11. 7. Reporting results Final data reporting depends on the client requirements, although it is preferred to include following points: Abstract/Summary Problem statement Keywords User Experience Research June 22, 2010 Research methodology Screenshots Charts and table (if applicable) Important findings and observations Results Discussion/feedback/recommendation References Delivering High End User Experience @2010 East Village Interactives