delivering user insights into product developoment
DESCRIPTION
Choosing the right UX research methodologies and tools to get more user insights into your product development processTRANSCRIPT
Delivering more User
Insights into the Product
Development Process
Abi Reynolds 26 June 2014
@Uservision @AbiJreynolds
Abi Reynolds
UX issues are in the top ten reasons for project to fail
Good UX will reduce customer care calls
Early changes with UX design will take just 10 percent cost when compared to later stages.
Good UX will reduce training (in-house app)
Good UX will increase the conversion rate.
Why we need user insights
From Prateheep on Stack Exchange
Creating Competitive Advantage through superior User Experiences
1. Methods Vs Methodologies
2. Research Questions
3. Mobile & Multi-channel
Methodology Vs Method
Methodology
The approach or principles that guide our research. Methodology explains why we’re using certain methods or tools
Methods Research methods are the techniques or processes that we use in our research.
the WHY
the HOW
Tools WHAT
WhatUsersDo
Methods HOW
Usability testing
Methodologies WHY
Qualitative Testing
#1 Tip
It’s the approach that is important;
the method (& Tools) are
secondary
From video Google - Agile UX Research Practice in Android
Which Approach? Research panels/communities
Discovery (explore)
Needs Analysis
(define)
Design (optimise)
Performance
(measure)
• Focus groups, • In-depth
interviews, • Diary studies • Stakeholder
Interviews
• Customer Journey • Mental Model map • Personas • Contextual Enquiry
• Usability Testing
• Hall Testing • Co-design
• A/B test • Competitive
Benchmark • Surveys
Which Approach?
Product Development
For an explanation on methods see www.usabilityfirst.com/usability-methods/
What do YOU
Think?
Research question number 1.
We want to know what to do to make our product better than the competition
Q1. We want to know what to do to make our product better than the competition
Mobile Diary Studies
Interviews & Focus Groups
Research question Number 2. We have lots of people visit our website (car
hire) every day but only 20% of visitors enter the booking process
Q2. We want to know why users are bouncing from our homepage
I’m a great App, if people would just get to know me
Stephen P Anderson
Seductive Interaction Design
Usability Testing
True Intent and success rate
Remote Usability Testing
Research question number 3.
We want to introduce a new menu button design but are unsure how best
to integrate it into current app
Q3. We want to test a new button design
First impressions & Guerrilla Testing
© Clearleft Ltd.
the art of pouncing on lone people in cafes and public spaces, [then] quickly filming them whilst they use a website for a couple of minutes. M Belham
5 seconds
#2 Tip
A Combination of approaches &
methods work best (Triangulation)
#3 Tip
Test Early, Test often and then Retest
Use Quant. to test assumptions and Qual. to find out what you
don’t know…
Really great products come from melding two points of view—the technology point of view and the customer point of view. You need both.
Steve Jobs
Mobile & Multi-channel
By end 2014 the number of internet mobile users will override desktop users when accessing the Internet (UX Scotland)
Mobile testing
In the UK, more than 60% of online adults use at least two devices every day and nearly 25% use three devices 40% of all online adults start an activity on one device and finish it on another
https://econsultancy.com/blog/64464-more-than-40-of-online-adults-are-multi-device-users-stats#i.18mlzsnhqjecou
1st Screen 2nd Screen
Sequential Simultaneous
What are customers using different device for?
How device usage behaviour differs
How consumers feel about their current devices in relationship to one another
The online/offline media split for the multi-screen shopper
How else are they engaging with your brand?
Multi-Channel
Designing for
the Experience
#4 Tip
Adopt methodologies to
understand the
Whole experience
A Recap
UX Research: It’s the approach that is important; the method (and tools) are secondary
A Combination of approaches & methods work best (Triangulation)
UX Research: Test Early, Test often and then Retest
Adopt methodologies to understand the Whole experience
About embedding a culture of User Insights into development
Deliver a superior User Experience
Even miracles
take a little Time -The Fairy Godmother
55 North Castle Street Edinburgh EH2 3QA Tel: 0131 225 0853
www.uservision.co.uk
Abi Reynolds Principal Consultant
http://uxfactor.wordpress.com
@abijreynolds
