How to do User Research on a shoestring budget
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This talk was delivered at BrightonSEO April 2023 by Angus Carbarns, UX Consultant and founder of We Are Engines
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How to do User Research on a shoestring budget
- 1. How to do User Research on a shoestring budget slideshare.net/anguscarbarns @anguscarbarns Angus Carbarns We Are Engines
- 2. Any company can do User Research
- 3. And all companies should
- 4. Budget and lack of specialist skills don’t have to be blockers
- 10. Successfulproductsneedthreeelements Viability Feasibility Desirability Make/savemoney Fulfilreal customerneeds Thispartis often missed Isdo-able
- 11. UserResearchhelps us understandanddefine ourusers’ needs,goals andpain points
- 18. Becauseitfailstomeetadefined need (Source:Ahrefs, 2020) “Ifnobody is searching for whatever youtalkaboutonyourpage, you won’tgetany searchtraffic.”
- 20. Creating content andexperiencesthat satisfyintent meanstakingtimeto understandintent
- 25. QUALITATIVE QUANTITATIVE ATTITUDINAL BEHAVIOURAL Interviews Focus Groups Surveys Panels Card Sorting Keyword data Analytics Heatmaps A/B testing Usability Testing Contextual enquiry
- 27. But we can’t do User Research because… (Common blockers and how to overcome them)
- 30. Upfrontinterviewsorusability testingallows youtomakedecisions based onreal feedbackfromthestart
- 32. (Source:IBM) “Thecost to fixabug found duringthe implementation stageisapproximately 6x moreexpensivethanoneidentified duringdesign…”
- 33. (Source:IBM) “Thecosttofix anerror foundafter product releaseisthen4-5xasmuchas oneuncovered during design…”
- 35. + 41% higher market share + 46% competitive advantage overall + 70% digital experiences beat competitors + 50% more loyal customers (Source: Adobe, Forrester,2016) Understanding customers paysoff
- 38. MarketResearch≠UserResearch Market Research User Research Broad insights Deep insight Attitudinal data Behavioural data Informs marketing Informs content design What people buy How people buy
- 40. That’sbecausehowpeopleact,and how theysaythey willact areoftenverydifferent
- 42. Keywordresearchis great at revealingwell establisheduserneeds
- 43. ZERO
- 49. “We don’tneed user testing,we can justlookatanalytics” Blocker #4
- 51. GREAT FOR : Detailed behavioural data Device insights Content performance Explaining ‘what’’ BUT POOR FOR : Understanding motivation Seeing the user journeys Granular insight Explaining ‘why’ Knowitsstrengths and weaknesses
- 52. “Wedon’thave any UX specialists” Blocker #5
- 55. 45% of companies do no UX testing 53% of agencies don’t do UX testing for clients (Source: eConsultancy) Itmightjustbe yourcompetitive advantange
- 56. How to do User Research with little or no budget (And ensure it has impact)
- 57. (Youcanfollowthenext 8 tips withoutspendinga penny)
- 59. Don’tdoresearchwithouta basicplan of whatyouwantto knowand why!
- 60. What do we want to know?
- 61. What do we want to know? What are we researching?
- 62. What do we want to know? What are we researching? What do we already know?
- 63. What do we want to know? What are we researching? What do we already know? What are our assumptions?
- 64. Thiswillleadyou totherightmethod(s) QUALITATIVE QUANTITATIVE ATTITUDINAL BEHAVIOURAL Interviews Focus Groups Surveys Panels Card Sorting Keyword data Analytics Heatmaps A/B testing Usability Testing Contextual enquiry
- 65. Usability testing Card Sorting Survey Analytics data Patterns Ideally, takea mixed-method approach
- 68. What made you choose our product?
- 69. What made you choose our product? What do you like most about our product?
- 70. What made you choose our product? What do you like most about our product? What problems have you come across?
- 71. What made you choose our product? What do you like most about our product? What problems have you come across? How can we improve our product?
- 72. Supplementthiswithothercustomerdata PRODUCT REVIEWS SUPPORT TICKETS CUSTOMER CALL LOGS CUSTOMER EMAILS
- 77. Offeradiscount,creditor useof your productin return Tip #4
- 78. We can’texpectpeopletoparticipate forfree. But thatdoesn’tmeanmoney istheanswer
- 81. Analyticsavenuestoexplore BY CHANNEL BY DEVICE BY USER TYPE BY LANDING PAGE
- 82. UseGA4tolookat actual user journeys
- 84. Carry out aheuristicevaluation to identifyfurtherusability issues Tip #6
- 88. CreateanAffinity Diagram toanalyse your dataquicklywithyourteam Tip #7
- 89. Bynow you’llhave a lotof data
- 94. Putyour datato use Tip #8
- 100. Thank you! @anguscarbarns www.weareengines.com Say hello at: