Some more about UX research — DAY 3
As we are talking about the first level: strategy, of Garrett’s five levels structure, and as I believe that a consistent research is basic for relevant results in UX, let’s check some facets that the UX Research can assume.
- Analytics — This is related to data analysis. Big Data nowadays is a powerful tool that is bringing speed and relevancy to unstructured data that was not being used before. This is only one example. You can use you current database, your analytics system as Google Analytics, your CRM, or any pool of data that you have, as long as you analyze it in order to create information;
- A/B Testing — A very popular kind of research, where usually two (but can be more) layouts/options are delivered to different groups of users, while the researcher is tracking conversion rates. For example, Netflix use this kind of testing on their main banner, testing different layouts to track which of them converts more clicks on their featured shows.
- Expert reviews — As the name say, this is when you hire experts to review your product, analyzing it technically and providing technical feedback.
- Usability testing — This is mandatory. Give your product to your user and make him test it while you just observe is something you must do in order to find issues, vulnerabilities and opportunities. This is the best way to guarantee that you’ve really solved certain users’ needs.
- User Feedback — You should always give your users the option to give solicited and/or unsolicited feedback. You can do it with researches or providing ways on your website.
- Contextual inquiry — This is a very specific way to get insights for your research. It’s about to observe your user on his typical day, performing tasks and performing his usual activities. The researcher, in this case, don’t interfere on the user’s routine, just observe and take notes.
- Card Sorting — The cart sorting is an excellent way to get insights for your information architecture, as you’ll assign values to cards, mix them up and ask the users to organize them logically, in groups as it better makes sense for them.
This was a rapid guide to b using when planning your UX research. Every technique can be deeply explored, but if you run them all you should be able to have strong results to be used as base for your whole upcoming work.