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1. “USER RESEARCH”

2. TYPES OF USER
RESEARCH
QUALITATIVE
RESEARCH
QUANTITATIVE
RESEARCH

3. Descriptive data
Used to find user’s
opinions, problems,
reasons & motivations
Qualitative
research

4. Numerical data
Used to quantify the
opinions & behaviors of
your users
Quantitative research

5. QUALITATIVE
RESEARCH
METHODS

6. Fast & low cost testing
method
Example: Street videos &
Online tools for remote
usability testing
1. Guerrilla Testing

7. One on one interview
Lets users to describe
their interactions,
thoughts & feelings
regarding product or
service
2. Interviews

8. Participatory groups
that are led through a
discussion & activities
to gather data on a
particular product or
service
3. Focus Groups

9. Heading into the
user’s environment &
observing while
taking notes
4. Field Studies

10. Observation of users
completing particular
tasks in a controlled
environment
5. In-lab testing

11. Used to help
understand
Information
Architecture & naming
conventions better
6. Card Sorting

12. QUANTITATIVE
RESEARCH
METHODS

13. Questionnaires with a
structured format,
targeting your specific
user persona
Example:
Surveymonkey-Popular
online tool
1. User Survey

14. A test set up to analyse
user’s first click to
complete their intended
task
Example: Paper
prototypes & interactive
wireframes
2. First click testing

15. Measures the gaze of the
eye, allows to ‘see’ what
the user sees
3. Eye Tracking

16. Visual mapping of data
showing how users click
scroll through your
prototype or website
Example: Crazyegg
4. Heat Mapping

17. Demographics of users &
pageviews of how users
move through the site
and where they drop off
Example: Google
Analytics
5. Web Analytics

18. Comparing two version
of webpage to see which
one converts users more
6. A/B Testing