Introduction to User Experience (UX) Research. Delivered for IT Today 2020

1. From Zero to Hero
UXR 101
by Nizar Maulana Azhari

2. UX Journey
2016 2018 2018 - 2019 2019 - Present
HCI Laboratory
Assistant
Graduated with
UX Bachelor Thesis
Research Assistant
UX Indonesia
UX Researcher
Ralali

3. Before we start talking about UX Research,
I want to tell you a story

4. Alkisah pada abad 19….

5. Kira-kira apa ya yg bisa
kulakukan untuknya?
Lha itu ngapain sih
om-om ngeliatin gua?

6. Pain Point Pengendara Kuda
“Susah bgt nih kuda kalo
disuruh jalan jauh, pasti sering
banget minta istirahat”
“Masa gua harus setiap hari
bersihin kandangnya sih”
“Kuda-kuda ini kalo udah
agak tua jadi lebih lambat
jalannya, jadi gua suka
telat kalo ke meeting”

7. Setelah melalui proses observasi yang panjang, didapatkan sebuah
insight menarik yang merubah sejarah manusia seutuhnya.
Bukan tentang kuda yang lebih cepat larinya.
Bukan juga tentang kuda yang kuat staminanya.
Jadi, menurut hasil
terawangan saya...
Hah? Terowongan?

8. User said user do
We need to filter
what users said
very carefully

9. UX Researcher
User research is about to understanding
what people think, feel, and how they
behave, so we can help them to achieve
their goals (satisfy their needs, wants, and
expectation), and most importantly, for
the business to grow.

10. UX Researcher UX Designer UX Writer UI Designer

11. UXR Daily Activity
1 Understanding the project
2 Make a research plan
3 Conduct research
4 Analyzing the Data
5 Communicate the research results

12. 01Understanding
the project
Requirements
Expectation
Assumptions
● Know the product
● Why this research should
be done
● Deliverables & deadlines
● What the team already
know
● Learn from past-related
research

13. 02 Make a research
plan
Background & Objectives
Project Timeline
Choose Methods
● Current issue
● What are the problems that
we want to know/validated
● List of activities within
certain time period
● Based on the objectives
and timeline
● Preparing the research
details

14. 03Conduct
Research
Desk Research
Preparing the tools
Collecting Data
● Competitor Analysis
● Read related journal, articles, etc
● Collaborate with cross-functional teams
● Tell them the problems that want to be
solved
● Take notes
● Bring an observer
● Always probe

15. 04Analyzing
The Data
Raw Data
Filtering the Data
Data Grouping
● Gather all the raw data
(notes, screen record, audio
record, etc)
● Choose what matter and
need to be processed further
● Look for pattern, data
consistency, how they
connected
● Put the context: what
happens, why it happens, &
what is the consequences

16. 05 Communicate
The Research
Research Objectives
Use Storytelling
Make it on Point
● Remind the stakeholder why
this research was conducted
in the first place
● Tell the story about the
problem that faced by users
● Use user persona to grasp the
stakeholder’s empathy
● Don’t put too much details
● Focus on answering the
stakeholder objectives

17. In-Depth Interview
Nanya-nanya responden
tentang topik tertentu
Usability Testing
Nyuruh orang buat nyobain
aplikasi terus kita observasi
Survey
Nyebar kuesioner buat cari
tau kondisi market secara
garis besar
Research Methods

18. Diary Study
Minta orang untuk mencatat
kesehariannya terkait flow
tertentu
Focus Group Discussion
Diskusi bareng untuk
membahas masalah tertentu
Heuristic Evaluation
Mencari permasalahan dari
suatu aplikasi menggunakan
hukum dari pakar
Research Methods

19. UXR Tools
Not only UX
Designers who has
various tools, UX
Researcher also
have some fancy
tools

20. When we should do
UX Research?
Discovery Validation Development
Exploratory research at the early
stage of product development
Evaluate and validate whether
designs actually help user
Validate a solution for the problem to
measure user’s interest for a product

21. Discovery
Exploratory research at the early stage of product
development.
Research Methods
● In-Depth Interview
● Focus Group Discussion
● Competitor Analysis
● Desk Research
Question to Ask:
What do user needs? What are the user problems?

22. Validation
Validate a solution for the problem to measure user’s
interest for a product
Research Methods
● Website Analytics
● A/B Testing
● Fake Door Test
Question to Ask:
Do user interest to try
this new feature?
Do they satisfied with our
revamped apps?

23. Development
Evaluate and validate whether designs actually help
user
Research Methods
● Usability Testing
● A/B Testing
● Heuristic Evaluation
Question to Ask:
Do users understand
how it works?
Can users find what they
are looking for?

24. Follow Up
Get feedback from user how well the product meets
user’s needs
Research Methods
● Survey
● Data Analytics
● Interview
Question to Ask:
How helpful is our
product to user?
What feature is most used by
user and what the least?

25. 3 Levels of Quality
Control
Level 1 (Research Profile)
● Research method
● Respondent segment
● Key information areas
Level 2 (Respondent profile)
● Demographics characteristics
● Tech savviness
Level 3 (Respondent’s activity situation)

27. Project Overview
Research Goals
● Mencari tahu permasalahan pengguna
● Memberikan rekomendasi perbaikan
Problems
● Rating play store turun
● Critical feedback -> Bad experience:
○ Register verification
○ Job validation
● Scam Product

28. Research Process
Interview
Heuristic Evaluation
Data Analysis
Observation
User Persona
Customer Journey
Empathy Map
Site Map
Wireframing
Hi-Fi Prototyping
Usability Testing
Reporting
Conduct Workshop

29. Discover Process
Conduct user interview with more than 20 respondents to
identifying the user main problems, expectation and needs on BIG
Agent apps.
We also do a data scraping on BIG Agent’s Review on Play Store to
get the quantitative data.
Register
verification
process are the
most complained
step according to
the users
Agents requested
the register
verification
through phone
number (OTP)
Many agents
don’t know how
to do job properly
& how to
communicate
with respondent
Agents got
confused to
explaining the
products
because there
are no product
detail that
provided by BIG
Agent
Many agents
are not
trusted by
prospective
buyers
It takes a
long time for
a job to be
accepted by
BIG Agent
Interview, Observation & Data Analysis Key Insights

30. Discover Process
Heuristic Evaluation
User Control & Freedom Error Prevention
Severity Rating: 3 Severity Rating: 3

31. Define Process

32. Empathy Map
Says
Does
Thinks
Feels
Proses
verifikasi
pekerjaan
lambat bgt
Registrasinya
kok ga
berhasil terus
ya
Kerjaannya
kok itu-itu aja
Aplikasinya
suka crash
tiba-tiba
Menulis
kekesalannya di
playstore
Mengerjakan
pekerjaan di
waktu luang
Mengajak
temannya
untuk
bergabung
Ngisi data
KTP & bank
buat apa ya?
Kenapa ya
susah banget
registrasinya?
Cara kerja di
BIG Agent
gimana ya?
Gimana ya
biar
pekerjaan ga
ditolak terus
Kecewa
kaarena
komisinya
terlambat
Khawatir
barang yg
dipesan tidak
sampai
Kesal karena
registrasinya
gagal terus
Takut ditanya
macem2 oleh
responden

33. Develop Process
Before
Revamp
Problem: Register verification process are the
most complained step according to the users
(collect confidential data at the first place)
Registration process become more
simple with just 2 step. User no need to
input their identity card and bank account
anymore in the first place. But, when user
want to use the apps in the full feature,
they must fill the data.
After Revamp

34. Develop Process
Problem: Agents got confused to explaining
the products because there are no product
detail that provided by BIG Agent
User can only see the products like
the attached photo, which is just
product name, product photo, and
the price. They can’t see the more
detail in this product and the photo
can’t be zoomed.
Before
Revamp
Now, user can see the
product description in
more detail. So, they can
explaining the product
more clearly to their
prospective buyers.
After Revamp

35. Develop Process
Problem: Many agents don’t know how to do job properly & how to communicate with
respondent
BIG Agent provided
new feature called
“Learning Module” to
accommodate the
user needs on how to
improve their skills.
Because conducting
the offline training
would cost so much
money, we decided to
build this online
training.
New
Feature

36. Deliver Process
We invited 19 chosen Agent to trying beta version of BIG Agent apps. We conducted
Usability Testing to find out the usability problems and collecting their feedback to
improve the user experience before we launch it to public.
Usability Testing
Users prefer the new
registration process where
they don’t have to fill the
confidential data in the first
place
The majority homepage
content doesn’t indicated that
BIG Agent is a freelance
working apps
Users found it difficult
to search the FAQ
feature
Learning module contents are
too tiresome. User had a wish
that learning module contents
are not only in text, but also in
video and animation.

37. Deliver Process
The majority homepage
content doesn’t indicated that
BIG Agent is a freelance
working apps
Problems
Improvements
- Job summary placed on the homepage
to indicated that this apps is freelance
working apps and motivated agent to
give the best from them
- Add the see more jobs to tell the user
that the provided job are not only in the
homepage, but user can explore the
other job
Learning module contents are too
tiresome. User had a wish that learning
module contents are not only in text, but
also in video and animation.
Problems
Improvements
Make a video learning content to make
user more enjoy to learn the material
provided by BIG Agent

38. Deliver Process

39. Thank You!
For further discussion, reach me at:

40. When we should
do UX Research?
Discovery Validation Development Follow Up
Exploratory research at
the early stage of
product development
Evaluate and validate
whether designs actually
help user
Validate a solution for the
problem to measure user’s
interest for a product
Get feedback from user
how well the product
meets user’s needs