Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Role of research in ux

187 views

Published on

The impact of Market Research on UX

Published in: Design
  • Be the first to comment

  • Be the first to like this

Role of research in ux

  1. 1. Role of Research in User Experience 1
  2. 2. Today’s Topic 2  What is Users Research?  Why should I include user research on projects?  When should user research be part of projects?  Who do we include in user research?  Which are the different techniques in research?  How do I get started doing user research?
  3. 3. 3  What is Users Research?  Why?  When?  Who?  Which?  How?
  4. 4. 4  User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies.  It is the process of understanding the impact of design on an audience.
  5. 5. 5  It helps us to identify and fill gaps in our knowledge through systematic investigation about how and why people use technology  It helps us to build empathy for how people live their lives and hence design better for their needs
  6. 6. 6  What?  Why should I include user research on projects?  When?  Who?  Where?  How?
  7. 7. 7 What people say and do are always very different things
  8. 8. Language preference It was tough for majority of users to Understand the App in Hindi 8 Apps saare English me he use karne ke aadat par gae hai Number jo deye hai atleast wo English me hone chaheye Mai apna chashma nahi laaya or ye bahut chota likha hai , padh nahi pa raha
  9. 9. Lead screen – Usability issue • When asked to call the customer, user continuously tapped on the big gray patch instead of pressing the blue call button Call button was not intuitive 9
  10. 10. Update section – Usability issue Instead of tapping on bullet option, users tried to tap on the content Difficulty in updating status 10 “yes and no ka button hona chahiye , wo aasaan rahega or problem nahi hogi”
  11. 11. Why? 11 • To better understand your user • To understand how your user interact with the design • To define what functionality is most critical • To get right inputs from right users • To validate your assumptions • To make user friendly system • To save development time if it is done correctly
  12. 12. 12  What?  Why?  When should user research be part of projects?  Who?  Which?  How?
  13. 13. 13 Research can happen at any point in a project where you have a gap in knowledge
  14. 14. Different stages where you can conduct User Research 14  When you need to build basic understanding what users want  When you need to generate inspiration and ideas for design  When you need to evaluate your designs
  15. 15. 15  What?  Why?  When should user research be part of projects?  Who do we include in user research?  Which?  How?
  16. 16. 16 Bad recruiting leads to Bad research  You should understand the product and identify who would be the suitable users for the same  Create a profile of the users and search for them
  17. 17. 17  What?  Why?  When?  Who?  Which are the different techniques in research?  How?
  18. 18. 18 B. Online Survey C. Perception Analyzer D. CATI & CAPI E. SMS Based Survey F. Eye Tracker G. Neuroscience H. Digital Tracking I. Communities Focus Group Discussion Focus Group Discussion  We recruit people of similar background or experiences to discuss a specific topic of interest  It is an organized discussion with the help of a moderator  It helps us to understand their views, perception, opinions, belief
  19. 19. 19 A. Pen & Pencil Interview B. Online Survey C. Perception Analyzer D. CATI & CAPI E. SMS Based Survey F. Eye Tracker G. Neuroscience H. Digital Tracking I. Communities In-depth Interview  A respondent is recruited and he is interviewed on one to one basis  It is a method of in-depth probing of personal beliefs, opinions and values
  20. 20. 20 B. Online Survey C. Perception Analyzer D. CATI & CAPI E. SMS Based Survey F. Eye Tracker G. Neuroscience H. Digital Tracking I. Communities Ethnography  It is the systematic study of people and culture, design to explore cultural phenomenon from the point of view of the subject of the study  The number of cases we study is very less, it may be 2 - 3 respondents depending on the nature of the project
  21. 21. 21 A. Pen & Pencil Interview B. Online Survey C. Perception Analyzer D. CATI & CAPI E. SMS Based Survey F. Eye Tracker G. Neuroscience H. Digital Tracking I. Communities Paper and Pencil survey  It is the technique to collect data  The answers are recorded with the help of paper and pencil  It is appropriate for large number of interviews
  22. 22. 22 A. Pen & Pencil Interview B. Online Survey C. Perception Analyzer D. CATI & CAPI E. SMS Based Survey F. Eye Tracker G. Neuroscience H. Digital Tracking I. Communities CATI  Computer Assisted Telephone Interviews (CATI) is a telephonic survey technique  The interviewer follows a script provided by a software application  It is used for quantitative interviews, for large number of interviews
  23. 23. 23 A. Pen & Pencil Interview B. Online Survey C. Perception Analyzer D. CATI & CAPI E. SMS Based Survey F. Eye Tracker G. Neuroscience H. Digital Tracking I. Communities CAPI  Computer Assisted Personal Interviews (CAPI), it is similar to CATI, except that interview takes place in person  Interviewer is present to guide the respondent and complete the survey
  24. 24. 24 A. Pen & Pencil Interview B. Online Survey C. Perception Analyzer D. CATI & CAPI E. SMS Based Survey F. Eye Tracker G. Neuroscience H. Digital Tracking I. Communities Mystery Shopping  It is a tool used to measure the quality of service
  25. 25. 25 Usability Testing
  26. 26. How it works 26 It helps you to answer various questions like  Target user is recruited  Task has been assign to them  Participants are requested to think aloud as they use prototype to perform the task  This might help us to get the insights into WHY certain interface elements are confusing and what might work better.
  27. 27. Questions that usability testing answers 27 It helps you to answer various questions like  How easy or difficult is it to use the product?  How efficiently do people use the product?  Do the users understand the product’s terminology?  Do the controls make sense?  Can people find the information they are seeking?
  28. 28. 28  What?  Why?  When?  Who?  Which?  How do I get started doing user research?
  29. 29. 29 Research is not an optional, it is an integral to understand what to design
  30. 30. Well-Crafted research plan should have the following 30 It helps you to answer various questions like  Project Context – One should understand what is the problem that a client is facing  Objectives – Define the objective for the research which all gaps to be met through it  Target Group – It is very important to recruit the right TG  Location – Where the research takes place  Methodology – right methodology needs to be selected  Schedule – Time lines should be well planned in advance, when the activities will happen  Outcomes – What deliverables are generated
  31. 31. 31

×