USER RESEARCH
User Research is the process of understanding user-behaviors, needs, preferences,
motivations and attitudes by using various observations and feedback collections
methods to test hypothesis, assumptions and solutions. It is one of the many part
that makes up UX.
[Lade Tawak]
A design that is user-centric means that it was designed in a way to solve those
user’s pain points in a way that feels natural to them.
[uxbeginner]
User Research is different from Market Research. User Research is
concerned with evaluating the behaviours, pain points and numbers of
touch points that users experience with a given product/service.
Who does User Research?
Most large product/digital companies now have at least one User
Researcher on their teams.
Since UX research is an integral part of an organization’s larger
UX Strategy, that means most UX Designers do need to conduct
some form of user research to make sure that they’re building
something users actually want.
Why should you conduct a User Research?
User research makes the difference between making what
you think users want versus gathering insights to create something that
users will actually enjoy.
Research done right is also a humbling, learning experience. It teaches
you empathy and to put aside assumptions for the greater good of your
users.
It’s the difference between knowing that most of your users are age 19-
25 (market research) vs observing that all your younger users ignore
the “Buy Button” when asked to make a purchase (behavior from user
research).
User Research Plan
-Define your objectives and research questions
-Define who to recruit and how to recruit them
-Determine your research methods
-Create screeners and scripts
-Budgeting
-Identifying required resources and equipment's
-Timelines
-Milestones
User Research Events
• Observation: The first step to conducting research is learning to
observe the world around us. Much like beginning photographers,
beginning researchers need to learn how to see. They need to notice
nervous tics that may signal that their interviewees are stressed or
uncertain, and pick up on seemingly minor references that may
reflect long-held beliefs or thoughts that should be further probed.
• Observation may seem like a simple skill, but it can be clouded by
unconscious biases—which everyone has. Design researchers train
themselves to observe and take notes so that they can later find
patterns across seemingly diverse groups of people.
User Research Events
• Understanding: Much like observation, understanding is something
we do all the time in our daily lives. We strive to understand our
coworkers, our families, and our friends, often trying to grasp a point
of contention or an unfamiliar concept. But for UX researchers,
understanding has less to do with disagreements and more to do
with mental models.
• A mental model is the image that someone has in their mind when
they think of a particular phrase or situation. For example, if someone
owns an SUV, their mental model of “car” will likely differ from the
mental model a smart car owner. The mental model informs the
decisions we make; in the case of the car owners, when asked “how
long does it take to drive to Winnipeg,” their answers will vary based
on the gas mileage their vehicles get, among other things.
Understanding Cont’d
• Design researchers need to understand the mental models of the
people they interview or test, for two reasons. First, we all speak in
shorthand at times. Researchers must recognize that shorthand based
on the mental model of the speaker. Second, if the researcher can
accurately identify the user’s mental model, he or she can share this
information with the design team, and design to accommodate the
model.
User Research Events
• Analysis: Research on its own can be valuable, but in order to use the
insights to inform design, it needs to be analyzed and ultimately
presented to a larger team. Analysis is the process by which the
researcher identifies patterns in the research, proposes possible
rationale or solutions, and makes recommendations.
• Some analysis techniques include creating personas or scenarios,
describing mental models, or providing charts and graphs that
represent statistics and user behaviors. Although the techniques
described here are focused predominantly on conducting research,
it’s important to remember that research is only valuable if it is
shared. It does no one any good when it’s locked away in a cabinet, or
forgotten in the excitement of design.
Popular Forms of Research
- Interviews
- Surveys and Questionnaires
- Card Sorting
- Usability Testing (Qualitative and Quantitative)
- Tree Tests
- A/B Tests
Usability Testing
Usability testing involves asking potential or current users of a product
or service to complete a set of tasks and then observing their behavior
to determine the usability of the product or service. This can be done
using a live version of a site or app, a prototype or work-in-progress, or
even using clickable wireframes or paper and pencil.
While there are many variations and styles of usability tests, there are
three that are commonly used: moderated, un-moderated, and
guerrilla.
Moderated Usability Tests
Moderated usability tests are the most traditional type of test. They
can happen in person, or via screens share and video. Whole usability
labs are set up, complete with one-way mirrors for stakeholders to
observe, for the purpose of conducting moderated usability tests. In a
moderated test an unbiased facilitator talks with the user, reading
aloud the tasks and prompting the user to think aloud as he or she
accomplishes the tasks. The facilitator’s role is to act as a conduit
between stakeholders and the user, phrasing questions to evaluate the
effectiveness of a design and testing assumptions while helping the
user feel comfortable with the process.
Un-moderated Usability Testing
Un-moderated usability tests, sometimes also known as asynchronous
research, is conducted online, at the user’s convenience. The tasks and
instructions are delivered via video or recorded audio, and the user
clicks a button to begin the test and record his or her screen and audio.
Just like in the moderated test, users are encouraged to speak their
thoughts aloud, though there is no facilitator to ask follow up
questions. Un-moderated tests are available through numerous online
sites and can be significantly cheaper than moderated tests.
Guerrilla Usability Testing
Guerrilla testing is a modern, lightweight take on traditional tests.
Instead of renting a lab, guerrilla research is typically done out in the
community; users are found at coffee shops or subway stations and
asked to complete basic tasks with a website or service, in exchange for
a few dollars, a coffee, or just out of the goodness of their hearts.
While guerrilla testing is a great option, particularly on a budget, it is
best used only for products or services with a large user base. More
niche products will struggle to find reliable information from the
random selection acquired in guerrilla testing.
When conducting UX research and choosing a suitable method, it’s
important to understand the difference between quantitative and
qualitative research.
Quantitative research gathers data that is measurable. It gives you
clear-cut figures to work with, such as how many users purchased an
item via your e-commerce app, or what percentage of visitors added an
item to their wish list. “Quant methods”, as they’re sometimes called in
the industry, help you to put a number on the usability of your product.
They also allow you to compare different designs and determine if one
version performs significantly better than another.
Qualitative research is sometimes called “soft” research. It answers
questions like “why didn’t people see the call to action” and “what else
did people notice on the page?” and often takes the form of interviews
or conversations. Qualitative research helps us understand why people
do the things they do.
Though researchers may specialize in specific types of interviews or
tests, most are capable of conducting a wide variety of techniques. All
user researchers collect valuable information that helps us design in an
informed, contextual, user-centered manner.
Both these complementary types of user research play important role
in an iterative design cycle. Qualitative research informs the design
process while Quantitative research provides a basis for bench-marking
programs and ROI calculations.
The best way to get better at conducting research is by actually
conducting research. No amount of reading articles and books and
watching video tutorials and taking online tutorials courses equate
actually getting out there and doing something. It can get terrifying the
first time but it gets easier and the more you do it, the more efficient
you become.
Thank You For Listening
References
• The Ultimate List of UX Topics All Beginners Should Know
https://www.uxbeginner.com/ultimate-list-of-ux-topics-all-beginners-
should-know/
• Complete Beginner’s Guide to UX Research
https://www.uxbooth.com/articles/complete-beginners-guide-to-
design-research/
• 8 Lessons I’ve learned in 2 years of being a UX Researcher
https://uxdesign.cc/learning-ux-research-on-the-job-354c95c33244
References
• How To Conduct User Experience Research Like A Professional
https://careerfoundry.com/en/blog/ux-design/how-to-conduct-user-
experience-research-like-a-professional/
