Delivering more User
Insights into the Product
Development Process
Abi Reynolds 26 June 2014
@Uservision
@AbiJreynolds
Abi Reynolds
 UX issues are in the top ten reasons for project to fail
 Good UX will reduce customer care calls
 Early changes with ...
1. Methods Vs Methodologies
2. Research Questions
3. Mobile & Multi-channel
Methodology Vs Method
Methodology
The approach or
principles that guide
our research.
Methodology
explains why we’re
using...
Tools
WHAT
WhatUsersDo
Methods
HOW
Usability testing
Methodologies
WHY
Qualitative Testing
#1 Tip
It’s the approach
that is important;
the method
(& Tools) are
secondary
From video Google - Agile UX Research Practice in Android
Which Approach?
Research panels/communities
Discovery
(explore)
Needs
Analysis
(define)
Design
(optimise)
Performance
(measure)
• Focus groups,
• In-depth
interviews,...
What do YOU
Think?
Research question number 1.
We want to know what to do to make our
product better than the competition
Q1. We want to know what to do to make our
product better than the competition
Mobile Diary Studies
Interviews & Focus Groups
Research question Number 2.
We have lots of people visit our website (car
hire) every day but only 20% of visitors enter
t...
Q2. We want to know why users are bouncing
from our homepage
I’m a great
App, if
people
would just
get to know
me
Stephen P Anderson
Seductive Interaction Design
Usability Testing
True Intent and success rate
Remote Usability Testing
Research question number 3.
We want to introduce a new menu
button design but are unsure how best
to integrate it into cur...
Q3. We want to test a new button design
First impressions & Guerrilla Testing
© Clearleft Ltd.
the art of pouncing on lone people in
cafes and public spaces, [the...
#2 Tip
A Combination of
approaches &
methods work best
(Triangulation)
#3 Tip
Test Early, Test often
and then Retest
Use Quant. to test
assumptions and Qual.
to find out what you
don’t know…
Really great products come from
melding two points of view—the
technology point of view and the
customer point of view. Yo...
Mobile & Multi-channel
By end 2014 the number of
internet mobile users will
override desktop users when
accessing the Internet (UX Scotland)
Mobile testing
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 o...
1st Screen 2nd Screen
Sequential Simultaneous
 What are customers using different device for?
 How device usage behaviour differs
 How consumers feel about their cur...
Designing for
the
Experience
#4 Tip
Adopt
methodologies to
understand the
Whole experience
A Recap
UX Research:
It’s the approach that is important; the
method (and tools) are secondary
A Combination of approaches &
met...
UX Research:
Test Early, Test often and then Retest
Adopt methodologies to
understand the Whole experience
About embedding a culture of User
Insights into development
Deliver a superior User
Experience
Even miracles
take a little Time
-The Fairy Godmother
55 North Castle Street
Edinburgh
EH2 3QA
Tel: 0131 225 0853
www.uservision.co.uk
Abi Reynolds
Principal Consultant
http://...
Delivering User Insights into Product Developoment
Delivering User Insights into Product Developoment
Delivering User Insights into Product Developoment
Delivering User Insights into Product Developoment
Delivering User Insights into Product Developoment
Delivering User Insights into Product Developoment
Upcoming SlideShare
Loading in …5
×

Delivering User Insights into Product Developoment

597 views
391 views

Published on

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

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
597
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Delivering User Insights into Product Developoment

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

×