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Delivering User Insights into Product Developoment

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

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

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  • 1. Delivering more User Insights into the Product Development Process Abi Reynolds 26 June 2014
  • 2. @Uservision @AbiJreynolds Abi Reynolds
  • 3.  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
  • 4. 1. Methods Vs Methodologies 2. Research Questions 3. Mobile & Multi-channel
  • 5. 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
  • 6. Tools WHAT WhatUsersDo Methods HOW Usability testing Methodologies WHY Qualitative Testing
  • 7. #1 Tip It’s the approach that is important; the method (& Tools) are secondary
  • 8. From video Google - Agile UX Research Practice in Android Which Approach? Research panels/communities
  • 9. 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/
  • 10. What do YOU Think?
  • 11. Research question number 1. We want to know what to do to make our product better than the competition
  • 12. Q1. We want to know what to do to make our product better than the competition
  • 13. Mobile Diary Studies
  • 14. Interviews & Focus Groups
  • 15. 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
  • 16. Q2. We want to know why users are bouncing from our homepage
  • 17. I’m a great App, if people would just get to know me Stephen P Anderson Seductive Interaction Design
  • 18. Usability Testing
  • 19. True Intent and success rate Remote Usability Testing
  • 20. Research question number 3. We want to introduce a new menu button design but are unsure how best to integrate it into current app
  • 21. Q3. We want to test a new button design
  • 22. 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
  • 23. #2 Tip A Combination of approaches & methods work best (Triangulation)
  • 24. #3 Tip Test Early, Test often and then Retest
  • 25. Use Quant. to test assumptions and Qual. to find out what you don’t know…
  • 26. 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
  • 27. Mobile & Multi-channel
  • 28. By end 2014 the number of internet mobile users will override desktop users when accessing the Internet (UX Scotland)
  • 29. Mobile testing
  • 30. 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
  • 31. 1st Screen 2nd Screen Sequential Simultaneous
  • 32.  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
  • 33. Designing for the Experience
  • 34. #4 Tip Adopt methodologies to understand the Whole experience
  • 35. A Recap
  • 36. UX Research: It’s the approach that is important; the method (and tools) are secondary A Combination of approaches & methods work best (Triangulation)
  • 37. UX Research: Test Early, Test often and then Retest Adopt methodologies to understand the Whole experience
  • 38. About embedding a culture of User Insights into development Deliver a superior User Experience
  • 39. Even miracles take a little Time -The Fairy Godmother
  • 40. 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

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