The impact of Market Research on UX

1. Role of Research in User Experience
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2. Today’s Topic
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 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?

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 What is Users Research?
 Why?
 When?
 Who?
 Which?
 How?

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 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.

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 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

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 What?
 Why should I include user research on projects?
 When?
 Who?
 Where?
 How?

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What people say and do are always very
different things

8. Language preference
It was tough for majority of users to Understand
the App in Hindi
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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. 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
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10. Update section – Usability issue
Instead of tapping on bullet option, users tried
to tap on the content
Difficulty in updating status
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“yes and no ka button hona chahiye , wo
aasaan rahega or problem nahi hogi”

11. Why?
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• 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

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 What?
 Why?
 When should user research be part of projects?
 Who?
 Which?
 How?

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Research can happen at any point in a project
where you have a gap in knowledge

14. Different stages where you can conduct User Research
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 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

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 What?
 Why?
 When should user research be part of projects?
 Who do we include in user research?
 Which?
 How?

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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

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 What?
 Why?
 When?
 Who?
 Which are the different techniques in research?
 How?

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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

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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

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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

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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

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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

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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

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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

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Usability Testing

26. How it works
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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. Questions that usability testing answers
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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?

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 What?
 Why?
 When?
 Who?
 Which?
 How do I get started doing user research?

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Research is not an optional, it is an integral to
understand what to design

30. Well-Crafted research plan should have the
following
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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

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