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Integrating UX Research to Uncover Opportunities

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With the explosion of user experience (or UX) in the business world, more companies are trying to incorporate UX research methods like usability testing to better understand and serve their users and customers. However, one test size does not fit all. Without employing the right series of research methods, companies can end up with an incomplete or misleading picture of their users.

With the plethora of research techniques and tools, it can hard to know where to get started and what method to employ when to find the understanding you need. This session will provide an overview of user experience methods and their uses and help you ensure your team is asking the right questions at the right time. Understand your users and their needs and to uncover opportunities to grow your business.

Published in: Business
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Integrating UX Research to Uncover Opportunities

  1. 1. Hello, RTP! Advanced Aerial Photography #High5Conf | @MandaLaceyS
  2. 2. Incorporating UX Research to Uncover Opportunities #High5Conf | @MandaLaceyS
  3. 3. How many of you used to have one of these? #High5Conf | @MandaLaceyS
  4. 4. #High5Conf | @MandaLaceyS
  5. 5. #High5Conf | @MandaLaceyS
  6. 6. A version of Jesse James Garrett’s elements of user experience #High5Conf | @MandaLaceyS
  7. 7. Some research helps us assess how well we’re solving problems. #High5Conf | @MandaLaceyS Evaluative
  8. 8. Some research helps us understand people and context. #High5Conf | @MandaLaceyS Generative
  9. 9. “Discovery” Design Council’s Double Diamond, img source: http://static1.squarespace.com/static/55fa0341e4b06660c65bd4f0/t/5642c682e4b0b633d4fcc1fd/1447216776499 #High5Conf | @MandaLaceyS
  10. 10. “Discovery” Design Council’s Double Diamond, img source: http://static1.squarespace.com/static/55fa0341e4b06660c65bd4f0/t/5642c682e4b0b633d4fcc1fd/1447216776499 #High5Conf | @MandaLaceyS Generative/exploratory research
  11. 11. ABOVE ILLUSTRATION BY EVA-LOTTA LAM. FROM THE USER'S JOURNEY BY DONNA LICHAW Opportunities are in the gaps. Opportunity Opportunity #High5Conf | @MandaLaceyS
  12. 12. ABOVE ILLUSTRATION BY EVA-LOTTA LAM. FROM THE USER'S JOURNEY BY DONNA LICHAW Succesful products fill gaps. #High5Conf | @MandaLaceyS
  13. 13. Strategizing new product or features Who are we building for? What do they need? How can we address their needs? How do we provide value for them? How can we provide value for our business? #High5Conf | @MandaLaceyS
  14. 14. Interviews Moderator leads a one on one conversation with existing or potential user. Best use: Understand general attitudes and perceived impressions. #High5Conf | @MandaLaceyS
  15. 15. Ethnography/field observation Researcher goes to user’s place of use to observe actions as they occur. Best use: Understand true context of use and observe interruptions, workarounds, and shortcuts to improve and address specific conditions. #High5Conf | @MandaLaceyS
  16. 16. Diary Studies Users log their actions, behaviors, and experiences over time. Best use: Understand real- time behavior, habits, full context of experience, and changes in action or attitude over time. #High5Conf | @MandaLaceyS
  17. 17. Focus Groups Moderator leads a conversation with a group of existing or potential users. Best use: Understand general attitudes and perceived impressions. Observe group dynamics. IMAGE FROM #WOCinTech Chat #High5Conf | @MandaLaceyS
  18. 18. Surveys Researcher puts together list of questions to ask users. Often shared digitally. Best use: Assess preferences, attitudes, and expressed intentions at scale. #High5Conf | @MandaLaceyS
  19. 19. Participatory Design Session Researchers, designers, stakeholders, and users all collaborate on exercises to brainstorm, discuss and prioritize ideas. Best use: Ideate on solutions for identified issues and get immediate feedback. #High5Conf | @MandaLaceyS
  20. 20. Concept Testing Researchers solicit feedback about the concept for a solution before anything is built. Best use: Explore and refine ideas before development efforts begin. #High5Conf | @MandaLaceyS
  21. 21. Actively designing and building Are we building things well? Are they usable? Which solution works best? #High5Conf | @MandaLaceyS
  22. 22. Usability Testing Researchers ask users to perform a set of tasks and observes their behavior. Best use: Assess the ease of use of proposed solutions. #High5Conf | @MandaLaceyS
  23. 23. Card Sorting Users are asked to group and categorize information. Best use: Help inform information architecture and navigation structures #High5Conf | @MandaLaceyS
  24. 24. Multivariate Testing Different solutions are presented to live users to see which better hits goals. Best use: Assess which solution performs better #High5Conf | @MandaLaceyS
  25. 25. “Discovery” Design Council’s Double Diamond, img source: http://static1.squarespace.com/static/55fa0341e4b06660c65bd4f0/t/5642c682e4b0b633d4fcc1fd/1447216776499 #High5Conf | @MandaLaceyS Evaluative research Generative/exploratory research Now we’re done, right?
  26. 26. But. #High5Conf | @MandaLaceyS
  27. 27. How many of you still have a phone like this? #High5Conf | @MandaLaceyS
  28. 28. Or this? #High5Conf | @MandaLaceyS
  29. 29. Context doesn’t stay static. #High5Conf | @MandaLaceyS
  30. 30. ABOVE ILLUSTRATION ADAPTED FROM EVA-LOTTA LAM IMAGE IN THE USER'S JOURNEY BY DONNA LICHAW New context = new gaps. NEW Opportunity NEW Opportunity #High5Conf | @MandaLaceyS
  31. 31. #High5Conf | @MandaLaceyS New gaps = new opportunites.
  32. 32. Design Council’s Double Diamond, img source: http://static1.squarespace.com/static/55fa0341e4b06660c65bd4f0/t/5642c682e4b0b633d4fcc1fd/1447216776499 #High5Conf | @MandaLaceyS Generative research Generative AND Evaluative research Generative AND Evaluative research Generative AND Evaluative research Things are live.
  33. 33. Assessing live product and changing context How are things going? What is going well and what could be better?
 What has changed in the world and our users’ lives? #High5Conf | @MandaLaceyS
  34. 34. Analytics Review Review tracking of user actions within a website or application to see trends in behavior. Best use: Understand trends in behaviors to see if they match intended actions. #High5Conf | @MandaLaceyS
  35. 35. Social Media Mining Monitor comments and conversation about brand and products. Best use: Understand common complaints, workarounds, and areas of delight. #High5Conf | @MandaLaceyS
  36. 36. Support Log Mining Researchers collaborate with internal teams to understand issue trends and understand common workarounds. Best use: Identifying areas to improve. #High5Conf | @MandaLaceyS
  37. 37. Usability Testing Researchers, stakeholders, and users all collaborate on exercises to create, discuss and prioritize ideas. Best use: Ideate on solutions for identified issues and get immediate feedback. #High5Conf | @MandaLaceyS
  38. 38. Interviews Moderator leads a one on one conversation with existing or potential user. Best use: Understand general attitudes and perceived impressions. #High5Conf | @MandaLaceyS
  39. 39. Diary Studies Users log their actions, behaviors, and experiences over time. Best use: Understand real- time behavior, habits, full context of experience, and changes in action or attitude over time. #High5Conf | @MandaLaceyS
  40. 40. Ethnography/field observation Researcher goes to user’s place of use to observe actions as they occur. Best use: Understand true context of use and observe interruptions, workarounds, and shortcuts to improve and address specific conditions. #High5Conf | @MandaLaceyS
  41. 41. Focus Groups Moderator leads a conversation with a group of existing or potential users. Best use: Understand general attitudes and perceived impressions. Observe group dynamics IMAGE FROM #WOCinTech Chat #High5Conf | @MandaLaceyS
  42. 42. Surveys Researcher puts together list of questions to ask users. Often shared digitally. Best use: Assess preferences, attitudes, and expressed intentions at scale. #High5Conf | @MandaLaceyS
  43. 43. UM, EXCUSE ME? #High5Conf | @MandaLaceyS
  44. 44. Did you just repeat yourself a lot? #High5Conf | @MandaLaceyS
  45. 45. Yep. #High5Conf | @MandaLaceyS
  46. 46. UM and one more thing: #High5Conf | @MandaLaceyS
  47. 47. Didn’t you just list off a bunch of marketing research methods? #High5Conf | @MandaLaceyS
  48. 48. Sort of? #High5Conf | @MandaLaceyS
  49. 49. Card sorting
 Store intercepts
 Contextual inquiries Participatory design Interviews
 MROC or panel discussions Support log reviews Customer feedback reviews Desirability tests
 Analytics reviews
 Surveys
 Focus Groups
 Competitive Reviews Moderated usability tests Unmoderated usability tests Diary Studies
 A/B or multivariate tests Eye tracking Click tests
 Impression tests Usability benchmarking Strategy workshops UX Research Methods #High5Conf | @MandaLaceyS
  50. 50. Funnel Analysis
 Web Traffic Analysis Engagement rate Market Analysis Pricing Surveys
 Brand Perception Tests Segment Analysis Card sorting
 Store intercepts
 Contextual inquiries Participatory design Interviews
 MROC or panel discussions Support log reviews Customer feedback reviews Desirability tests
 Analytics reviews
 Surveys
 Focus Groups
 Competitive Reviews Marketing Research Methods #High5Conf | @MandaLaceyS
  51. 51. Funnel Analysis
 Web Traffic Analysis Engagement rate Market Analysis Pricing Surveys
 Brand Perception Tests Segment Analysis Card sorting
 Store intercepts
 Contextual inquiries Participatory design Interviews
 MROC or panel discussions Support log reviews Customer feedback reviews Desirability tests
 Analytics reviews
 Surveys
 Focus Groups
 Competitive Reviews Moderated usability tests Unmoderated usability tests Diary Studies
 A/B or multivariate tests Eye tracking Click tests
 Impression tests Usability benchmarking Strategy workshops Really, it’s all just research. #High5Conf | @MandaLaceyS
  52. 52. Marketing research is focused on: • Buying patterns and context of purchase • Market opportunities • Serving company needs #High5Conf | @MandaLaceyS
  53. 53. UX research is focused on: • People and their context of use • Solution opportunities • Serving users’ needs IMAGE FROM #WOCinTech Chat #High5Conf | @MandaLaceyS
  54. 54. GET 👏 YOU 👏 A 👏 GIRL👏 WHO 👏 CAN 👏 DO👏 BOTH!!! #High5Conf | @MandaLaceyS
  55. 55. #High5Conf | @MandaLaceyS
  56. 56. #High5Conf | @MandaLaceyS Christian Rohrer article on nngroup.com
  57. 57. #High5Conf | @MandaLaceyS Just Enough Research by Erika Hall
  58. 58. #High5Conf | @MandaLaceyS UX Mastery, Skillshare, Udemy, UXmatters, Lynda/LinkedIn, etc. etc. etc.
  59. 59. #High5Conf | @MandaLaceyS
  60. 60. Thank you! @MandaLaceyS stockwellstrategy.com

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