Final Review Flashcards
What are the 5 research phases?
- Define. Organize. Plan. (Create a research plan)
2a. Hunt and Gather (Formative research phase)
2b. Compile. Analyze, Write (Summative research phase) - Generate. (Formalize content and design)
- Evaluate Design Ideas.
- Launch!
What is Design Thinking?
Empathize, define, ideate, prototype, test
What is Qualitative Research?
Discover ideas, with general research objects; observe and interpret; unstructured, free form; research is intimately involved, results are subjective; small samples, more natural
What is Quantitative Research?
Test hypotheses or specific research questions; measure and test; structured response categories provided; researcher uninvolved observer, results are objective; large samples to produce gernalizable results
What are examples of qualitative research?
interviews, day-in-a-life of, self documentation, observation
What are examples of quantitative research?
charts, graphs
What is primary research?
new research carried out to answer specific issues or questions: more complex, indepth exploration
What are examples of primary research?
questionnaires, surveys or interiews with individuals or small groups
What is secondary research?
makes use of information previously researched for other purposes and publicy available: easier to conduct, broad understanding
What are examples of secondary research?
published research reports in a library, surveys, or the internet
What is formative research?
gain insight to define a question and/or problem; identify and clarify communication issues
What is summative research?
test or confirm hypothesis/prototype; is the solution correct? is it improved? can it be better?
What does a love/breakup letter do?
reveals raw emotional expectations, values and disappointments about a brand experience. It allows users to apply an existing know framework of letter-writing to express unfiltered human responses. (primary research, qualitative: self-reporting, users)
What uses does a KJ technique have?
KJ is to Organize: welcome ambiguous data, tame complexity, identify connections and themes, create hierarchies, discover factors to focus on that will support the most successful design possible from a customer’s perspective
What is confirmation bias?
You find evidence and control research data to support a pre-existing belief. You “leave out” any data that challenges your assumption.
Status quo bias?
It’s always been this way…
Question by Design, Bias centered question vs User centered question
should this person ride a skate board vs how might this person ride a skateboard?
What are binary questions?
Questions that can be answered with values of numbers: quantitative or qualitative; use scales closed ended and open ended questions
What is semantic differential?
a type of rating scale designed to measure the connotative and complex meaning of obejcts, events, and concepts (ex: attitudes, feelings, beliefs, etc.)
What is the likert scale for?
to measure opinions, perceptions, attitudes, etc with a greater degree of nuance than a simple yes/no question but more simplistic than semantic differential
What are case studies for?
a case study is a detailed study of a specific subject, group, place, event, organization. A case study research design usually involves qualitative methods but quantitative methods are sometimes also used. (good for describing, comparing, evaluating and understanding different aspects of a research problem)
What are focus groups?
receive the most popularity in accurate research with new products, ads campaigns, and corporate brand. Includes traditional focus groups (10-12 consumers), mini focus groups (6-8 consumers), 1-on-1 interviews, & super groups (50-100 people)
What are the 5 acts in the 5-act interviews?
- friendly welcome; 2. context questions (fill in any gaps about the person’s day to day); 3. introduce prototype/topic; 4. tasks (help you understand and learn about the problems that people have with the topic/problem that your product aims to solve); 5. debrief
What are examples of primary information?
questionnaires and surveys, observations, consumer trials, hall tests, focus groups
What are examples of secondary information?
articles, books, newspapers, internet, cd/dvd
What do literature/case studies review do?
clarifies understanding of field/industry; explains the rationale of your client, your research and decisions; positions your project and client within a broader context; evaluates the results of previous research and/or competitors; defines key concepts and ideas; indentifies research in related areas that relates to your work
What is a case study?
- There is a problem to solve, something to be fixed.
- There is factual description of events that happened in the past.
- There are at least two groups involved: client and user
- There is a summary of the problem, challenge, and results.
- They provide point for discussion and analysis of a particular situation.
What are the 3 types of case studies?
single instrumental case study (one issue, one case), collective (multiple) case study (one issue, multiple cases), intrinsic case study (case itself)
What is bias?
only one side of the argument or research is presented: intential gain, exaggeration
What is validity?
Accurate, related to topic relevant: how old is the source? does the source relate to the topic? who is the author?
What is reliability?
consistency of evidence: guess vs. measure, repitition produces consistent results
What is credibility?
verifying the source based on context: can they be trusted? unique perspective (experts), credentials
What is a persona?
a fictional character created to represent a user type: it organizes and humanizes the design process/ highlights specific behavioral (psychographics) and demographical characteristics
What are demographics?
collection of statistical data that describe a group of people or market: include quantifiable cultural, economic, and social characteristics
How are demographics helpful and how are they used?
defines your audience, clarifies the understanding of markets; helps create hypothetical profiles
What are psychographics?
includes information on a quantifiable measure of subjective beliefs, opinions, music tastes, personality traits, lifestyles and interests
How do psychographics help in the design process?
gain insight to preferences, tone, image choices, style
What is a journey map?
a visual representation of the process a customer or prospect goes through to achieve a goal with your company
What are the interaction phases in a journey map?
discover/awareness; try it out/consideration; commitment/acquisition; experience/service; loyalty
What are touchpoints?
ways for consumers to interact
What are pain points?
things that get in the way of a smooth visitor experience (issues)
What is a stakeholder walkthrough?
task-based scenario from user perspective
What is A/B testing?
comparing two version of the same design
What are benefits of A/B testing?
maximizes conversation rates; measure which design gets better results, but not necessarily why; tracks behavior, activites and motion
What can A/B testing test?
style of language, comparing two headline and/or descriptive text; call to action; comparing use of mediums (still image, video, text only); ad/design compositions
What does analytics provide?
measure: user traffic; reports: how consumer engages; analyzes: when and how consumer makes a transaction
What is Acquisition?
building awareness and interest with potential user
What is behavior?
potential user engages with business
What is conversion?
when potential user makes a transaction with your business
What is organic search?
traffic from search engine results that is not paid
What is a social search?
traffic from a social media network
What is a referral search?
traffic that occurs when a user finds you through a site other than a search engine
what is a direct search?
any traffic where the referrer or source is unknown
what is a bounce rate?
The percentage of visitors to a particular website who navigate away from the site after viewing only one page
What is a behavior report?
What did they do on your website?
What is a conversion report?
Did people take the action you desired?
What is ergonomics in design research?
the usability, comfort, and safety of your products for target users
