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Serve your customers better with User Experience Research
This document discusses user experience (UX) research and marketing research. It defines UX research as understanding users and the context in which they use products in order to uncover opportunities and understand why things happen from the user's perspective. Marketing research is defined as understanding purchasers and the context of purchase in order to uncover market opportunities and understand what is happening from the company's perspective. The document then outlines different types of research methods that can be used for UX and marketing research like interviews, usability testing, surveys, and analytics reviews. It provides guidance on choosing methods based on the product stage and type of questions being asked.
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Serve your customers better with User Experience Research
- 1. Serve Your CustomersBetter with User Experience Research Amanda Stockwell, VP of UX @352Inc @MandaLaceyS
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- 3. 3 What is UserExperience?
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- 9. Underst anding the peoplewho use a product or service Catering how that product is made to fit the needs of said users. DESIGNRESEARCH
- 10. 10 USER EXPERIENCE RESEARCH Identify thegoals of people involved with using a system or product. Understand the context in which someone uses a product. Test how well solutions fit users’ needs.
- 11. 11 What is MarketingResearch? THREEFIVETWO/@MANDALACEYS
- 12. 12 MARKETING RESEARCH Understand the purchasingdecisions of existing or potential customers. Identify what types of products or services which consumers will buy. Help determine the best ways to spread the word about a new product or service.
- 13. USER EXPERIENCEMARKETING USERS CONTEXT OFUSE UNCOVERING PRODUCT OPPORTUNITIES UNDERSTAND WHY THINGS ARE HAPPENING SERVES THE USERS BUYERS CONTEXT OF PURCHASE UNCOVERING MARKET OPPORTUNITIES UNDERSTAND WHAT IS HAPPENING SERVES THE COMPANY
- 14. USER EXPERIENCEMARKETING USERS CONTEXT OFUSE UNCOVERING PRODUCT OPPORTUNITIES UNDERSTAND WHY THINGS ARE HAPPENING SERVES THE USERS BUYERS CONTEXT OF PURCHASE UNCOVERING MARKET OPPORTUNITIES UNDERSTAND WHAT IS HAPPENING SERVES THE COMPANY
- 15. USER EXPERIENCEMARKETING USERS CONTEXT OFUSE UNCOVERING PRODUCT OPPORTUNITIES UNDERSTAND WHY THINGS ARE HAPPENING SERVES THE USERS BUYERS CONTEXT OF PURCHASE UNCOVERING MARKET OPPORTUNITIES UNDERSTAND WHAT IS HAPPENING SERVES THE COMPANY
- 16. USER EXPERIENCEMARKETING USERS CONTEXT OFUSE UNCOVERING PRODUCT OPPORTUNITIES UNDERSTAND WHY THINGS ARE HAPPENING SERVES THE USERS BUYERS CONTEXT OF PURCHASE UNCOVERING MARKET OPPORTUNITIES UNDERSTAND WHAT IS HAPPENING SERVES THE COMPANY
- 17. USER EXPERIENCEMARKETING USERS CONTEXT OFUSE UNCOVERING PRODUCT OPPORTUNITIES UNDERSTAND WHY THINGS ARE HAPPENING SERVES THE USERS BUYERS CONTEXT OF PURCHASE UNCOVERING MARKET OPPORTUNITIES UNDERSTAND WHAT IS HAPPENING SERVES THE COMPANY
- 18. USER EXPERIENCEMARKETING USERS CONTEXT OFUSE UNCOVERING PRODUCT OPPORTUNITIES UNDERSTAND WHY THINGS ARE HAPPENING SERVES THE USERS BUYERS CONTEXT OF PURCHASE UNCOVERING MARKET OPPORTUNITIES UNDERSTAND WHAT IS HAPPENING SERVES THE COMPANY
- 19. Marketing Research=This womanis stressed
- 20. UX Research=This womanis stressed because she’s working from home with her sick baby.
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- 22. 22 User Experience ResearchMethods Moderated usability tests Unmoderated usability tests Diary Studies A/B or multivariate tests Eye tracking Click tests Impression tests Usability benchmarking Strategy workshops 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
- 23. 23 Marketing Research Methods Cardsorting 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 Funnel Analysis Web Traffic Analysis Engagement rate Market Analysis Pricing Surveys Brand Perception Tests Segment Analysis
- 24. 24 Research Methods Moderated usabilitytests Unmoderated usability tests Diary Studies A/B or multivariate tests Eye tracking Click tests Impression tests Usability benchmarking Strategy workshops 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 Funnel Analysis Web Traffic Analysis Engagement rate Market Analysis Pricing Surveys Brand Perception Tests Segment Analysis
- 25. 25 Research Methods Moderated usabilitytests Unmoderated usability tests Diary Studies A/B or multivariate tests Eye tracking Click tests Impression tests Usability benchmarking Strategy workshops 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 Funnel Analysis Web Traffic Analysis Engagement rate Market Analysis Pricing Surveys Brand Perception Tests Segment Analysis
- 26. 26 Research Methods Moderated usabilitytests Unmoderated usability tests Diary Studies A/B or multivariate tests Eye tracking Click tests Impression tests Usability benchmarking Strategy workshops 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 Funnel Analysis Web Traffic Analysis Engagement rate Market Analysis Pricing Surveys Brand Perception Tests Segment Analysis
- 27. Quantitative • Fewer, moredetailed responses collected by a human • Looking for more detailed information • Use things like interviews, one on one usability tests, focus groups, etc. Qualitative • LOTS of responses collected indirectly • Try to identify trends • Use things like surveys, support logs, card sorts, etc.
- 28. Attitudinal • Eye tracking •Click tracking • A/B Tests • Shop alongs • Etc. Behavioral • Focus groups • Surveys • Interviews • Preference tests • Etc. What people say What people do
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- 30. Open QuestionsProduct Stage Strategizingnew product or additional features Are we building the right thing for the right people? What are the market opportunities? Actively designing and building Are we building it right? Assessing the performance of a live product How’s it going? How do we improve?
- 31. MethodsOpen Questions Are webuilding the right thing for the right people? What are the market opportunities? Qualitative and Quantitative | Attitudinal • Interviews, contextual inquiries • Surveys, analytics reviews Are we building it right? More Qualitative | Behavioral • Usability tests • Card sorts How’s it going? How do we improve? More Quantitative | Behavioral & Attitudinal • A/B and Multivariate Testing • Usability benchmarking
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- 36. • What makessomeone buy doesn’t make them stay • Observing users in the real context of their usage is only way to get full story Takeaways • Just because a feature isn’t sexy doesn’t mean it’s not important or worth money • Use emotion to help tell story of why you should do something
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