Choosing the Right UX Research Method
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In this session we looked at the different kinds of UX research. Primary and Secondary research, foundational research, post launch research, qualitative and quantitative research. Attitudinal and behavioral research. We also looked at the benefits and drawbacks of different UX research methods. Lastly we covered how to chose a UX research method
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Choosing the Right UX Research Method
- 3. Research methodologies UX Research Focuses on understanding user behaviours, needs and motivations through observation & feedback. The process involves prioritising the user. But using an incorrect research method will not only cost you time and money but also leave you with no significant insights. To decide what method to use, identify what you already know about your users and what you want to learn. This will help you determine what kind of data will give you the answer.
- 4. Research goals The most important questions to ask yourself before deciding what research methods to use are "What do I want to learn?" and "Why do I want to learn it?" Things you may or may not already know about your users Who are your users How they currently using the product Do they like using your product? Y ou can also divide research methods according to which type of big question it helps answer What do people need What do people want Can they use it?
- 6. Primary research Research you do by yourself and get insights Secondary research Uses information someone else has put together e.g quoting an article on the internet.
- 7. Quantitative vs Qualitative research Quantitative research (what) Datathatcanbegatheredbycountingormeasuring. Quantitativemethodsareexcellentforspottingareasforimprovement.However,they don'tprovidethedeepinsightthatqualitativedatadoes. Answersquestionslikehowmany,howmuch(Surveysorusinganalyticaltools) Qualitative research (why) Focusesonobservationaboutwhyandhowthingshappen.(Interviews,usabilitytests Bettersuitedforansweringquestionsaboutwhyorhowtofixaproblem.Theirdownside isthattheresearchcangetskewedbypoorquestioning,misunderstandings,orbiases
- 8. Attitudinal vs. behavioral Attitudinal research is great for learning about users' mental models and general opinions. For example, card sorting can help determine the best information architecture for your product Behavior research helps you understand how people use the product or service. For example, A/B testing lets you see how different designs affect user behavior; eye tracking shows how users interact visually with a design.
- 10. Choosing a research method In user experience (UX) research, the three broad questions that researchers aim to answer are What do people need? (Identifying user needs and preferences Can people use what we're designing? (Evaluating usability and user interface design Do people like what we've created? (Assessing user satisfaction and user experience) These questions help guide the research process and inform the design and development of products or services that are user-centred and meet the needs and expectations of the target audience.
- 11. Researching needs "What do people need?" Methods that can help you understand what users need include Contextual inquiry and ethnography: Observing users in their natural environment allows you to see how they accomplish their tasks and what difficulties they face Interviews: Face-to-face contact with users is a good way to find out what they need Surveys and questionnaires: This technique can provide answers similar to what you'd get from user interviews. While you can't dive deeper into those answers, they allow for a larger volume of responses that can be analyzed easily.
- 12. Researching wants Here are some research methods that can help you identify what people want in a product A/B testing: This method allows you to compare which product version performs better. You can find out what CTA, color, images, layout, etc., users prefer Focus groups: When done correctly, this method can help you discover the language users use to talk about your product. Having a group of users together in a focus group can also help them to jog memories and ideas in each other that they may not have otherwise remembered Rapid prototyping: Quickly develop and validate designs. If you use rapid prototyping early, you can save yourself from making expensive and time-consuming changes during product development.
- 13. Researching usability Once you have a functional prototype, the research focus shifts to determining if the product is usable. Here are some methods you can use at this stage Usability test: Helps you discover what works and what needs to be changed or even uncover problems you'd never have thought of Card sorting: This technique is especially helpful in establishing information architecture — website structure, menu labels, content grouping, etc.
- 14. Putting it all together The UX research method you choose will depend on the stage of your design process, how much time you have, your budget, and what you want to know. Once this is established, decide what type of insight you want to gain. Do you want to learn what people think and believe or what they actually do? In the end, the success of your work is determined by how much of an impact it has on improving your product's UX. Considering the above factors will help you make the best choice at the right time.