Module 4
introduction about UX
UX research
focuses on understanding behaviors, needs, motivations
through observation & feedback
a bridge between what the business thinks a user needs and what users actually need
foundational research (brainstorm phase)
questions
design research (design phase)
questions
post-launch research
questions
what should we build?
what are user problems?
how can we solve them?
methods
interview
survey
focus group
competitive audit
field studies
diary studies
of target users
take place in user's context or personal environment
methods
how should we build the product?
A/B testing
cafe or guerrilla studies
card sorting
intercept
did we succeed?
methods
A/B testing
usability studies
surveys
click to edit
type of research
based on who conducts research
primary research
by yourself
secondary research
look at research done by other
based on data collected
qualitative research
quantitative research
give you the "why"
give you the "what"
others
interview
survey
usability study
have prototype tested by users
the method we choose depends on questions we are trying to answer
benefits
firsthand user interaction
challenge our assumptions
in-depth feedback
drawbacks
expensive
interactions done in lab could be different form those in real life
identify biases in UX research
confirmation bias
occurs when you start looking for evidence to
prove a hypothesis you have
how to overcome?
ask open-ended questions when conducting interviews
actively listen without adding opinions
include a large sample of users
false consensus bias
overestimate the number of people agreeing with your ideas
how to overcome?
identify & articulate your own assumption
survey a large group of people
recency bias
it's easiest things that you last heard
how to overcome
take detailed notes or recording
primacy bias
remember 1st participant most strongly
how to ovecome
take detailed notes/ recording
interview participants in the same way
-> consistency is key so that any unusual feedback or interactive is noticeable
implicit bias
the collection of attitudes and stereotypes we associate to people without our conscious knowledge
this happens when we only interview people in a limited set of identities. It's based on our assumption about certain types of people
how to overcome
reflect on our behaviors
ask others to point it out for you
sunk cost fallacy
the deeper we get into a project, the harder it is to change course
break down your project into smaller phases
outline points where you can decide
whether to continue or to stop