7.4 Flashcards
benefits of primary research
better understand the problem
first hand data
flexibility
benefits of secondary research
quick
easy to source
available
saves time + money
wider context
quantitative research
data driven + objective, measurable (who what where etc)
qualitative research
abstract + subjective, open to bias, lack of reasoning (why, how)
field research
process of gathering qualitative data abt the interactions of people with designs in their natural environments (work, home…). first hand observation of user experience
can really help discover new design opportunities
why is field research reliable
due to real life context
advantages of field research
first hand knowledge
specific data
more user centered designs
disadvantages of field research
quite narrow data
emotionally taxing bcs need to establish relationship between interviewer + user
method of extremes
method in which the extreme ranges of a population are sampled in order to design for
what percentiles are typically used in the method of extremes
typically 2.5 and 97.5 percentiles
advantages of method of extremes
greatest number of users accommodated
disadvantages of method of extremes
may be sensitive for groups to be involved => you have to be more refined in design process
user observations
intended client uses design while experts observe, taking notes. can happen in a field or controlled environment
advantages of use observations
insight into customer experience
tested under use conditions
help find usability issues
disadvantages of use observations
likelihood of observer bias
data may be difficult to analyse
interviews and focus groups
collection of responses from users, observation of users interacting w the product
main goal of interviews and focus groups
usually conducted face to face => goal is to gather opinions on a product in a more informal manner
advantages of interviews and focus groups
socially oriented => people feel more at ease
quick results
promotes group conversation
can ask clarifying questions
disadvantages of interviews and focus groups
expensive
group setting can influence answers
moderator bias
small sample size may not be truly representative
questionnaires
more structured than interviews bcs specific set of questions helps focus responses
advantages of questionnaires
cheap
easy to administer
large number can be done
disadvantages of questionnaires
“static” – barely any interactions
maybe only interested people will fill it out => bias
affinity diagrams
graphical tool that helps classify + organise facts, opinions, ideas. data is generated within one common format
what can affinity diagrams be used for
to analyse feedback, prioritise problems, decide next steps, identify quick wins
advantages of affinity diagrams
simple
cheap
builds teamwork
disadvantages of affinity diagrams
time consuming
participatory design
approach to involve all stakeholders in the design process to ensure everyones needs are met
advantages of participatory design
direct connection to stakeholder
strong relationship w client – can be good for designer
disadvantages of participatory design
hard to get actual desires of client, you have to understand that the response is surface level
you have to build a strong relationship with the client
paper prototyping
giving user prototype of product and observing how they interact with it. its a variation of usability testing. designers create paper mock ups of interface and users navigate through it
advantages of paper prototyping
quick
affordable
iterate easily
disadvantages of paper prototyping
time consuming
not full user experience bcs low fidelity
natural environment
user interacts w design in environment in which its intended
usability labs
specialised spaces where testing takes place. environment has tools, equipment etc (its controlled) to gather specific data
advantages of natural environment
real life context
tested in intended environment
disadvantages of natural environment
slightly biased
mostly qualitative data
advantages of usability labs
can be w high tech equipment => better monitoring
controlled environment => make sure its used as intended
disadvantages of usability labs
high tech equipment to monitor => costly
can be intimidating for users
