Module 2 - User research

Question 1

What is qualitative data? Name an example?

Answer 1

Descriptive data in the form of language.

Example: Interview, usability testing, questionnaire, observation

Question 2

What is quantitative data? Name a quantitative research method.

Answer 2

Descriptive data in the form of numbers / hard data.

• Survey, A/B testing, Analytics, Eye-tracking

Question 3

What is usability testing?

Answer 3

“Getting real people to interact with a website, app, or other product you’ve built and observing their behaviour and reactions to it.”

Question 4

What are some characteristics of qualitative data?

Answer 4

• Deeper insights
• Smaller group of people
• Unstructured
• Unmeasurable
• Subjective / Soft science

Question 5

What are some characteristics of quantitative data?

Answer 5

• Structured
• Measurable
• Statistics
• Large groups of people
• ‘Hard’ science

Question 6

Benefits of surveys?

Answer 6

• Easy
• Qualitative and quantitative
• Powerful
• Unambitious
• Structured and unstructured

Question 7

What are Heuristics?

Answer 7

A problem solving approach. A heuristic is a mental shortcut that allows people to solve problems and make judgments quickly and efficiently.

Question 8

3 components of a product

Answer 8

• Viability (Business)
• Feasibility (Technology)
• Desirability (Customer)

Question 9

Describe heuristic rule #1: ‘Software should be interested in me’

Name an example in relation to FlyUX.

Answer 9

• It should know my name
• Recognise colleagues
• Learn more about it’s users

Example: Know users name, favourite travel destinations.

Question 10

Describe heuristic rule #4: ‘Software should have common sense’

Name an example in relation.

Answer 10

Act like a human.

Example: Picking up train tickets in a different station to departure.

Question 11

Describe heuristic rule #8: ‘Recognition rather than recall’

Answer 11

• Faces easier to recall than names

- Visuals easier to recall than text

Question 12

Describe heuristic rule #6: ‘Match between system and real world’.

Answer 12

No jargon or acronyms that people don’t understand.

Question 13

Describe heuristic rule #2: ‘Software should be forthcoming’

Name an example in relation to FlyUX.

Answer 13

• Help users make an informed decision.
• Good error messages
• Don’t give options that aren’t available.

Example:

• Only show available airports
• Tell users why you need personal data from them

Question 14

Describe heuristic rule #3: ‘Software should be confident’

Name an example.

Answer 14

You don’t need to be 100% sure if the action isn’t catastrophic.

Example: Use an undo button instead of “Are you sure you wish to delete”?

Question 15

Benefits of usability testing?

Answer 15

• Challenges assumptions
• Presents product from users perspective
• Avoids feature debates
• Produces variety of data

Question 16

Describe heuristic rule #10: ‘Don’t waste my time’

Answer 16

• Save steps when possible

Example: FlyUX set destination to nearby

Question 17

Name 7 research methods

Answer 17

• Card sorting
• A/B testing
• Surveys
• Interviews
• Focus Groups
• Competitive benchmarking
• User testing

Question 18

Describe heuristic rule #5: ‘Visibility of system status’

Name some examples.

Answer 18

• Keep people informed about what’s happening on the system.
• Reduces anxiety, tells people that something is happening and stops them redoing actions.

Examples: Using a progress bar, loading page, “downloading” label, confirmation page, toast notifications.

Question 19

Describe heuristic rule #7: ‘Freedom and control’

Name an example.

Answer 19

No punishment for mistakes.

Example: Kicked out of banking software for pressing ‘Back’ button.

Question 20

Describe heuristic rule #9: ‘Don’t force me your way’

Answer 20

• Format phone numbers

- Spaces or dashes can be easily removed by code