This video discusses the importance of setting specific goals for user experience research so that you can best determine which method to use and get the most out of your research sets.
- [Voiceover] Once you've determined the high level product phase, you'll want to examine the exact questions you're trying to answer with each particular study. The more specific your goal, the easier it will be to figure out what methodology to employ. Also keep in mind that if you have multiple research goals, you may want to combine elements of different research methods to efficiently answer your questions. Let's imagine that you're actively designing and building a new feature on an ecommerce site that allows users to choose when and where to receive their item, such as at their home, their office, or at the store.
You may have a designer offer a few different possible interactions and ask you to research which one you should implement. Let's break down what you really need to know from research at this point. Which of the options is easier to use for your users? Are there other options to receive their item that we didn't think of? To best compare interactions, you'd want to perform a usability test where each user interacts with both versions, and observe which performs better. To uncover if there are other retrieval possibilities, you'd want to do some sort of attitudinal research, such as an interview or a survey.
Since you likely won't have time to do both separately, you could combine. For instance, you could do a moderated usability test to investigate which of the interaction patterns the participants prefer, but then you could also add interview questions at the end to find out about the other options. Let's take another example. Say that the same ecommerce platform you're working on decides to add a new category of products and wants to reexamine their navigation structure. Your key goal would then to be assess the current state of the navigation and determine the best way to integrate a new category.
To best understand how well the existing navigation works, you could set up a tree test and examine what areas people frequently get stuck in or have errors in. To understand where the new product category should fit, you could do an open card sort with all of the products. And finally, you could verify the new structure you've set up with a closed card sort, or another tree test of the new structure. Again, choosing the right research method can be one of the hardest, but it is also one of the most important parts of performing effective UX research.
There isn't always a clear-cut answer, and it's possible to sometimes combine approaches. The attached methodology overview can help as you get started.
This course introduces the fundamentals of user experience research so that anyone can understand the benefits and start integrating research into their everyday design and development process. Start watching to learn how to use UX research to find the answers to the most basic questions about your customers—who, what, when, why, and how—and drive better user experiences and business outcomes.
- An overview of research methods, including usability testing, interviewing, eye tracking, surveys, and many more
- A review of the main types of research, including quantitative and qualitative, behavioral and attitudinal, and moderated vs. unmoderated
- Determining the right methodologies based on organizational environment, client type, and project stage
- Targeting the right research participants
- Crafting the right questions in the right way
- Analyzing and presenting your data