02 User Research Flashcards
Online surveys are the easiest way to gather data about your users. What type of data should you gather?
Both quantitive and qualitive data
What are the benefits of online surveys?
- You gather both quantitive and qualitive data
- powerful in that they have a large amount of users behind them
- unambiguous (entydig) there is little room for interpretation when asked structured questions
- cheap
What are the different types of questions?
- structured (for quantitative data)
- unstructured (for qualitive data)
What does a structured question look like? (For gathering quantitive data)
Multiple choise questions - you would have to choose between a predetermined selection of choices)
What does a unstructured year ion look like? (For gathering qualitive data)
Where the user can answer any answer with a text field. The answers can be unpredictable but richer than structured questions
What are the three golden questions?
- Why did you visit our website today? - this can teach you of people’s goals
- Where you able to complete your task today? ( this will teach us if people successfully manage to use the product.
- What would you change about your website? What improvements would you make?
How can structured data be presented?
In a poll, graph, pie chart, graph and so on
How should unstructured data be presented?
The best way is to take all the answers in a excel sheet and categorise them by theme
What are the best survey advice?
- Always ask killer questions
- Never ask more than 10 questions
- Keep all questions on one page
- Don’t ask redundant (overflödige) questions
- Only ask genuinely useful questions
What are the objectives of a depth interview?
Understand their goals (or problems)
Understand context of use
What does grat software try to accomplish?
Great software try to fit into the picture of real users. The software shoukd consider the problem in its enirety, not just the points where the user are interacting with the computer.
What should you NEVER ask during a depth interview?
- For the customers feedback. Never ask if they would use the product. But do ask about past behaviours
- Asking for page design feedback
- asking hypoyhetical questions
- Asking what they will do in the future
What is important to remember when conduction an interview?
- Dont be a robot
- You are having a conversation … not conducting an interregation
- Use script as guidance - as talking points
- Keep conversation conversational
- Dont be afraid to explore interesting topics
- ALWAYS RECORD
What does the interview flow look like?
- Introducion and explenation
- Easy questions first
- About travel habits in general
- Approach to booking flights
- Spesific recent examples
- Dissect example
- Probe pain points
- Recamp and close
What are the rules of thumb that you should not do in an interview?
- Talk about product or idea
- Talk about what they might do in the future
- Talk a lot
What are the rules of thumb that you should do in an interview?
- Ask about their life
Ask about spesific things they did in their past
Who are the stakeholders?
Anyone with a stake in the project
Anyone who feeds requirements
Anybody who provides sign off
What should you ask the staleholders?
- Why are they behind this project?
- What are they hoping to achieve?
- What does success look like to them?
What are the objectives of talking to the stakeholders?
- Understand the business, the business goals, problems with the product, the competitive landscape
What should you be aware of when talking to the stakeholders?
- Avoid talking about solutions
-Avoid talking about features
DO: Deflect and focus on goals an problems
What should a stakeholder brief intel?
- Write 2.3 pages of summary of what you heard
- Focus on what everyone agreed on
- Call out any contradictions
- Get it signed off after resolving contradictions
- Gives your project focus and clairity
- Shows stakeholders you are listening
- Can refer back to it in times of doubt
What is card sorting?
Card sorting is about sorting the different content on the site into a way that makes sense for the end user, because you get the end user to organize the content for you.
What is an open card sort?
Where all categories are put on post its. Teh customer will then come in and organize the categories by a group that makes sense to them and give group names. There should not be more than 10 groups - and they must be given a logical name
What is a closed card sort?
This is to see if the current model match with the customers models. The sections are already up and the user must place the categroies where tehy feel they belong
What are the benefits of card sorting?
- Understand the users mental models
- Understand vocabulary language
- Gives you confidence in your choise
What is A/B testing?
A/B testing allows us to run several versions of the same section at the same time to see which performs the best.
What are the benefits of A/B testing?
- Facilitates improvements, optimisation
- Encourages experiements
- Validates assumptions (or not)
- Data-driven design
What is competitive benchmarking?
Looking at other apps and websites that provides the same service or similar.
What are heuristics?
General rule of thumb characteristics of best practise which can be used as criteria against which we measure the quality of our software
What is a heuristic evaluation?
A heuristic evaluation is a way to assess wether your software adheres (holder seg) to user experience best practise or not
What are the ten heuristics for user experience?
- Software should be interested in me
- Software should be fourthcoming
- Software should be self-confident
- software should have common sense
- Visibility of system status
- Match between system and real world
- Freedom and control
- Recognition rather than recall
- Dont force me to do it your way
- Save me steps whenever possible
What are some expamles of how the software should be interested in me (user)?
- know my name right away
- Learn preferances over time
What does it mean that software should be forthcoming?
It should tell information right away - so that the user can make a more informed desition. Dont hold out on critical information to the user
What does it mean that software should be confident?
Give user confirmations on their choises. However dialog boxes are not always a good option. One should not assume that there has been made a mistake in the first place. A good oprtion is to place a notification somewhere to give the user the option to change their action
What does it mean that software should have common sense?
When a choise is obvious - dont give the user annoying choises (like a dropdown with 144 stations)
What does it mean to have visibility of system status?
Your software should let people know what is going on. This reduces anxiaty and guess work and it stops people repeating actions because they are not sure if the software is responding
is there a thing as too much feedback
No - there is no such thing as too much feedback when it comes to visibility
How do you make a match between the system and the real world?
Dont use lingo or names that people down use. Make it so that everyone will understand.
What does it mean to give the user freedom and control?
They dont want to feel like they are punished for making wrong choises. And they dont want the software to lead down dead ends. Gioving the user a toast makes this easier. and mistakes can be fixed easily with an “undo” button.
What does it mean to have recognition rather than recall?
Dont force users to recall spesific information - there is a limit to how much a user remembers. You might not remember the name and number of your accounts but you do remember how much money you have in different accounts.
What does it mean “dont force me your way”?
Information should be easily formatted so that the user can input the information without hassle
What does “Dont wast my time” mean
This goes for all users. They are buissy and you are lucky if you have 25-50% of their attention. Even the tiniest amount of time you can save for the users can be the difference between and unbpleasant or pleasant experience.
Usability tests are an example of which type of research?
Qualitative/observational
Researchers at Heinz observed customers using their ketchup bottles in their own homes. Which type of research was this an example of?
Contextual inquiry
What can you learn from a usability test?
Context & environment
Goals & behaviours
Positive interactions & pain points
Where in the UX process can usability tests be conducted?
Prototype
Test
Research
What tells you the extent to which you can expect your survey results to represent the views from the overall population?
Margin of error
You want to encourage website visitors to sign-up for your newsletter and have a choice of two possible ‘call-to-action’ designs. What method of testing would you use to help you select the best option?
A/B testing
What is the name given to the activity of comparing your company against a number of competitors using a set collection of metrics?
Competitive benchmarking
What best describes heuristic evaluation?
A way to assess whether software adheres to user best-practice or not
An ATM machine which tells you in advance that it has no €20 notes available. This is an example of software performing well on which of the below heuristics?
Software should be forthcoming
