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user experience agency
User Research Tools
Different user research tools can be
  more appropriate and useful in different
  situations.

  But, how do you make sure they are
  useful? How do you get the most out of
  the method you choose to use?

  It’s not just what you ask, but how you
  ask it, that results in useful insights from
  customers.


User Research Tools
Research

Interviews
What is a user research interview?
 An interview is usually just with one participant, to gather information on their
 opinions and experience. They can be done face-to-face or over the
 telephone, depending on what is practical.

 What are the benefits of interviewing?
 • Although time-consuming, you can obtain rich, in-depth information
 • They allow for clarification of both questions and responses
 • They allow for digression based on participants’ responses that are not pre-
   empted by the researcher.



Interviews
How to ensure interviews are useful:

 Ask open-ended questions: give users the opportunity to expand on answers and
   express their opinions

 Have a predetermined set of questions as guidance. A pre-set list of questions ensures
   the researcher asks what they want to know and helps keep within a time limit. But
   remember it is for guidance…

 Probe questions: you don’t have to stick to the plan. Open-ended questions allow for
   tangents to emerge from participants, not pre-empted by the researcher. Allowing for
   digression and probing responses can elicit more useful, unexpected insights.




Interviews
Research

Focus Groups
What is a focus group?
 A focus group is an informal discussion around the relevant topic,
 to gather information from customers or stakeholders.

 What are the benefits of a focus group?
 • They are easy to organise
 • You can obtain several viewpoints at once
 • They allow for clarification of both questions and responses
 • They allow for discussion and digression



Focus Groups
How to ensure Focus Groups are useful:

 What is your objective? Consider what you really need to get out of the focus group;
  what do you really want to know? This will lead into what you need to ask. But…
 Don’t necessarily have too much to ask. Having pre-determined questions are a useful
  guide and prompt but there are several opinions to obtain and discussion and diversion
  will naturally emerge. To help this…
 Ask open-ended questions. Consider, too, how you ask them: don’t lead your
  participants. The way you ask a question can strongly influence how people respond, so
  ask broad, neutral questions to remain impartial and allow your participants to think of
  their own opinion.
 Probe when unexpected responses emerge. Allow participants to discuss their ideas and
  opinions to obtain some really useful insights.

Focus Groups
How to ensure it is useful: the role of the moderator
The success of the previous guidelines are facilitated by the facilitator themselves.
Moderating skills play an important role in conducting useful focus groups.

 You don’t have all day.      Encourage participation
    Participants can usually    from everyone. Some
    be expected to contribute   people are more vocal
    for 2-3 hours maximum in    than others; facilitate a
    a Focus Group.              comfortable, relaxed
With open-ended questions       setting and keep a balance
and tangents, discussions can   between those talking to
become lengthy and time         make sure you really get
goes quickly! The moderator     various opinions, not just
needs to manage time and        those who speak the
keep focus.                     most.


Focus Groups
Research

Questionnaires
What is a questionnaire in user research?
 Why use it?
 Paper-based or online surveys are used:
 • To gather information from a lot of people
 • For a less time-consuming method;
    participants can complete in their own time
 • Capturing measurable insights
 But,
 • There is no opportunity for clarification of
    questions by participants, or further
    understanding of responses by the
    researcher.


Questionnaires
Making questionnaires useful:
 Closed questions can produce quicker responses
  and provide measurable, comparable data.
 Open-ended questions can provide richer
  information to add depth and understanding, but
  too many can be onerous.
 Use Likert scales where appropriate. They can
  provide a quick, clear insight of users’
  perceptions, through measurable, comparable
  data.
 Give participants the opportunity to write
  comments. They may have something interesting
  to add that the researcher has not considered and
  is not addressed by the questions.

Questionnaires
Research

Card Sorting
What is card sorting?
  Users are asked to divide cards with keywords written on them into groups that make
  sense to them. There are two methods for doing this:
  o Ask users to group the cards into categories they define themselves.
  o Ask users to divide the cards into groups, under categories or headings given by the
     researcher.


  What are the benefits of card sorting?
  •   It is a quick, inexpensive method of getting valuable insights into users’ perceptions.
  •   It actively involves users in the research
  •   Several viewpoints can be obtained in a short amount
      of time, if the sorting is repeated.


Card Sorting
How to ensure card sorting is useful:
 Card sorting is a simple task, as long as
 participants understand what is being asked
 of them. However, one key way to make
 card sorting useful is to:
  Repeat the exercise. By doing the same
     card sort multiple times, commonalities
     and differences between users’
     perceptions can be highlighted.
 Common themes will quickly demonstrate
 particular groups or categories that people
 identify in a given context.



Card Sorting
Research

User Testing
What is user testing?                           What are the benefits?
User testing involves getting actual end        • You can obtain real user insights and
users to try out and give feedback on a new       opinions
design/system.                                  • It helps to identify real problems in the
It can be done in two ways:                       use phase
                                                • Statistics can be produced and analysed
o Remotely: users can use a prototype and         to find out more about completion
    complete an evaluation survey after           successes and errors in use.
o Lab testing: in a testing area, under a       • It gives quick insights into what
    time limit, users are asked to complete       improvements could be made.
    scenarios or think aloud while
    completing tasks. The researcher will
    observe, usually discreetly via camera or
    two-way mirror.


User Testing
How do you make user testing useful?            The key ways to ensure user testing is useful
 User testing is a useful evaluation tool. The   are:
 researcher has less input in the planning of     Observational skills: see how
 this method, in terms of influencing its           well, quickly & easily the user operates.
 success, other than the set-up must be             (Lab)
 functioning and enough time should be            Using the data: apply the findings
 allocated for the user to complete a               appropriately, to make beneficial
 session.
                                                    changes as a result.
 In remote testing situations, observation is
 not possible by the researcher. For this
 reason, lab testing is more advantageous.
 To enhance remote testing, audio recording
 would provide better feedback, but this is
 less likely to be practical than just
 completing an evaluation survey.


User Testing
Engaging with users as much as possible is crucial in the development of
 improvements and new designs, but it’s not just important to involve users.

 The design and application of the research methods and how the research is
 conducted has a great influence on whether the involvement of the users
 produces useful outcomes, for beneficial changes and improvements.

 Make sure you get the right people, asking the right questions, in the right way.




Last word…
Thank you!



Natalie Moore


natalie@zabisco.com
0115 9484 454

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User Research Tools: Don't just do it, do it well

  • 3. Different user research tools can be more appropriate and useful in different situations. But, how do you make sure they are useful? How do you get the most out of the method you choose to use? It’s not just what you ask, but how you ask it, that results in useful insights from customers. User Research Tools
  • 5. What is a user research interview? An interview is usually just with one participant, to gather information on their opinions and experience. They can be done face-to-face or over the telephone, depending on what is practical. What are the benefits of interviewing? • Although time-consuming, you can obtain rich, in-depth information • They allow for clarification of both questions and responses • They allow for digression based on participants’ responses that are not pre- empted by the researcher. Interviews
  • 6. How to ensure interviews are useful:  Ask open-ended questions: give users the opportunity to expand on answers and express their opinions  Have a predetermined set of questions as guidance. A pre-set list of questions ensures the researcher asks what they want to know and helps keep within a time limit. But remember it is for guidance…  Probe questions: you don’t have to stick to the plan. Open-ended questions allow for tangents to emerge from participants, not pre-empted by the researcher. Allowing for digression and probing responses can elicit more useful, unexpected insights. Interviews
  • 8. What is a focus group? A focus group is an informal discussion around the relevant topic, to gather information from customers or stakeholders. What are the benefits of a focus group? • They are easy to organise • You can obtain several viewpoints at once • They allow for clarification of both questions and responses • They allow for discussion and digression Focus Groups
  • 9. How to ensure Focus Groups are useful:  What is your objective? Consider what you really need to get out of the focus group; what do you really want to know? This will lead into what you need to ask. But…  Don’t necessarily have too much to ask. Having pre-determined questions are a useful guide and prompt but there are several opinions to obtain and discussion and diversion will naturally emerge. To help this…  Ask open-ended questions. Consider, too, how you ask them: don’t lead your participants. The way you ask a question can strongly influence how people respond, so ask broad, neutral questions to remain impartial and allow your participants to think of their own opinion.  Probe when unexpected responses emerge. Allow participants to discuss their ideas and opinions to obtain some really useful insights. Focus Groups
  • 10. How to ensure it is useful: the role of the moderator The success of the previous guidelines are facilitated by the facilitator themselves. Moderating skills play an important role in conducting useful focus groups.  You don’t have all day.  Encourage participation Participants can usually from everyone. Some be expected to contribute people are more vocal for 2-3 hours maximum in than others; facilitate a a Focus Group. comfortable, relaxed With open-ended questions setting and keep a balance and tangents, discussions can between those talking to become lengthy and time make sure you really get goes quickly! The moderator various opinions, not just needs to manage time and those who speak the keep focus. most. Focus Groups
  • 12. What is a questionnaire in user research? Why use it? Paper-based or online surveys are used: • To gather information from a lot of people • For a less time-consuming method; participants can complete in their own time • Capturing measurable insights But, • There is no opportunity for clarification of questions by participants, or further understanding of responses by the researcher. Questionnaires
  • 13. Making questionnaires useful:  Closed questions can produce quicker responses and provide measurable, comparable data.  Open-ended questions can provide richer information to add depth and understanding, but too many can be onerous.  Use Likert scales where appropriate. They can provide a quick, clear insight of users’ perceptions, through measurable, comparable data.  Give participants the opportunity to write comments. They may have something interesting to add that the researcher has not considered and is not addressed by the questions. Questionnaires
  • 15. What is card sorting? Users are asked to divide cards with keywords written on them into groups that make sense to them. There are two methods for doing this: o Ask users to group the cards into categories they define themselves. o Ask users to divide the cards into groups, under categories or headings given by the researcher. What are the benefits of card sorting? • It is a quick, inexpensive method of getting valuable insights into users’ perceptions. • It actively involves users in the research • Several viewpoints can be obtained in a short amount of time, if the sorting is repeated. Card Sorting
  • 16. How to ensure card sorting is useful: Card sorting is a simple task, as long as participants understand what is being asked of them. However, one key way to make card sorting useful is to:  Repeat the exercise. By doing the same card sort multiple times, commonalities and differences between users’ perceptions can be highlighted. Common themes will quickly demonstrate particular groups or categories that people identify in a given context. Card Sorting
  • 18. What is user testing? What are the benefits? User testing involves getting actual end • You can obtain real user insights and users to try out and give feedback on a new opinions design/system. • It helps to identify real problems in the It can be done in two ways: use phase • Statistics can be produced and analysed o Remotely: users can use a prototype and to find out more about completion complete an evaluation survey after successes and errors in use. o Lab testing: in a testing area, under a • It gives quick insights into what time limit, users are asked to complete improvements could be made. scenarios or think aloud while completing tasks. The researcher will observe, usually discreetly via camera or two-way mirror. User Testing
  • 19. How do you make user testing useful? The key ways to ensure user testing is useful User testing is a useful evaluation tool. The are: researcher has less input in the planning of  Observational skills: see how this method, in terms of influencing its well, quickly & easily the user operates. success, other than the set-up must be (Lab) functioning and enough time should be  Using the data: apply the findings allocated for the user to complete a appropriately, to make beneficial session. changes as a result. In remote testing situations, observation is not possible by the researcher. For this reason, lab testing is more advantageous. To enhance remote testing, audio recording would provide better feedback, but this is less likely to be practical than just completing an evaluation survey. User Testing
  • 20. Engaging with users as much as possible is crucial in the development of improvements and new designs, but it’s not just important to involve users. The design and application of the research methods and how the research is conducted has a great influence on whether the involvement of the users produces useful outcomes, for beneficial changes and improvements. Make sure you get the right people, asking the right questions, in the right way. Last word…