10 user research_tips

846 views
765 views

Published on

When considering enhancements, optimizations, or planning new content development, a business should aim to better understand the informational needs, tasks, and behaviors of its consumers across all digital channels. Here are 10 tips to keep in mind when designing a behavioral research study.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
846
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

10 user research_tips

  1. 1. 10 Tips for Conducting Better User Research<br />Jonathan Lupo<br />VP/Information Architecture<br />Empathy Lab<br />http://empathylab.blogspot.com<br />
  2. 2. End-User Research is Important<br />When considering enhancements, optimizations, or planning new content development, a business should aim to better understand the informational needs, tasks, and behaviors of its consumers across all digital channels.<br />Here are 10 tips to keep in mind when designing a behavioral research study.<br />
  3. 3. 1. Recruit active information-seekers<br />Launch a Google cost-per-click advertisement that solicits participation when relevant keywords queries to the research topic are used. <br />A list of customers who have opted into receiving email communications is also a great platform for recruiting participants to a research study.<br />
  4. 4. 2. Analyze existing consumer research<br />Look to the marketing or the customer service department of a business to understand what is already known about target consumer segments.<br />Identify gaps in knowledge about consumers, or seek to update outdated research.<br />
  5. 5. 3. Formulate hypotheses<br />Business stakeholders will volunteer hypotheses about their target customer segments. Secondary research may also suggest certain motivations, tasks, and behaviors. <br />Design a study with some informed hypotheses to help make lines of questioning more relevant from the get-go.<br />
  6. 6. 4. Develop a comprehensive list of questions<br />Think through and document every possible line-of-questioning and probing follow-up question. <br />The study guide isn't a script but it should assist the research facilitator in case a line of questioning reaches a dead-end.<br />The idea is to keep the subject talking about the subject and maintaining a calm and natural atmosphere<br />
  7. 7. 5. Ask open-ended questions<br />Questions that naturally result in a "yes" or "no" response do not lend themselves to a dialogue. Ask questions that require subjects to be descriptive and engage in a conversation.<br />
  8. 8. 6. Do not ask participants to speculate<br />The goal of behavioral research is to understand and observe behavior.<br />Asking a participant what they might do in a given situation or what they think they might want on a web site leads them to speculate on their behavior. Speculation leads to false and biased data.<br />
  9. 9. 7. Perform research in context<br />Behavior is best observed in the context of where it naturally occurs.<br />Performing a study in the context of which a task is normally performed aids end-user recall of the task in question.<br />B<br />L<br />
  10. 10. 8. Videotape participants and environment<br />¹<br />Nothing proves a point like a video clip of participants performing relevant tasks. <br />Obtain participants' consent prior to videotaping them.<br />
  11. 11. 9. Bring a research assistant<br />Facilitating a research study requires concentration and focus. <br />The interviewer must make sure that all important lines-of-questioning are brought up in the interview, the conversation is natural, and questions are not "leading" the participant to a biased result. <br />The facilitator should not be the one taking notes or handling the technical equipment (such as a video camera or audio recording device).<br />B<br />
  12. 12. 10. Have a designer, copywriter, or strategist assist with the research <br />True collaboration in Design requires the Information Architect and Visual Designer to both understand and empathize with end-user needs. <br />The right research partner depends on the type of project for which the research is being conducted.<br />
  13. 13. <ul><li>Jonathan Lupo
  14. 14. VP/Information Architecture
  15. 15. Empathy Lab
  16. 16. http://empathylab.blogspot.com</li>

×