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UXR 101 - Introduction to UX Research
- 1. From Zero toHero UXR 101 by Nizar Maulana Azhari
- 2. UX Journey 2016 20182018 - 2019 2019 - Present HCI Laboratory Assistant Graduated with UX Bachelor Thesis Research Assistant UX Indonesia UX Researcher Ralali
- 3. Before we starttalking about UX Research, I want to tell you a story
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- 5. Kira-kira apa yayg bisa kulakukan untuknya? Lha itu ngapain sih om-om ngeliatin gua?
- 6. Pain Point PengendaraKuda “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 prosesobservasi 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 userdo We need to filter what users said very carefully
- 9. UX Researcher User researchis 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 UXDesigner UX Writer UI Designer
- 11. UXR Daily Activity 1Understanding 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 ● Knowthe product ● Why this research should be done ● Deliverables & deadlines ● What the team already know ● Learn from past-related research
- 13. 02 Make aresearch 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 thetools 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 Filteringthe 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 ResearchObjectives 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 tentangtopik 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 oranguntuk 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 onlyUX Designers who has various tools, UX Researcher also have some fancy tools
- 20. When we shoulddo 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 atthe 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 solutionfor 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 validatewhether 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 feedbackfrom 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 ofQuality 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 DataAnalysis Observation User Persona Customer Journey Empathy Map Site Map Wireframing Hi-Fi Prototyping Usability Testing Reporting Conduct Workshop
- 29. Discover Process Conduct userinterview 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 UserControl & Freedom Error Prevention Severity Rating: 3 Severity Rating: 3
- 31.
- 32. Empathy Map Says Does Thinks Feels Proses verifikasi pekerjaan lambat bgt Registrasinya kokga 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: Registerverification 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: Agentsgot 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: Manyagents 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 invited19 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 majorityhomepage 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
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- 39. Thank You! For furtherdiscussion, reach me at:
- 40. When we should doUX 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