User Research Flashcards
What is qualitative research?
Research methods that produces messy data. It is:
- Not measurable
- Unstructured
- Subjective
- Smaller data samples
- Interpretive
- Soft science
- Produces deep insights
- Involves the interpreter’s opinion
What are examples of qualitative research methods?
- Usability tests
- Focus groups
- Field studies
- Interviews
- Diary/camera study
- Eye tracking
- Open text survey questions
What is quantitative research?
Research methods that produce statistical data. It is:
- Expressed by stats, numbers, graphs
- Measured
- Structured, numerical
- Broad insight
- Objective
- Hard science
- Larger samples sizes
- Produces high level insights
What are examples of quantitative research methods?
- Analytics
- A/B testing
- Card sorting
- Message board mining
- Customer feedback calls
- Multiple choice surveys
What is observational research?
Research methods that watch what users do, not necessarily even talking to them.
What is attitudinal research?
Research methods that listen to what people say.
What are examples of observation research?
- Eye tracking
- Usability tests
- Contextual inquiries
- Field studies
- Analytics (Google)
- A/B testing
What are examples of attitudinal research?
- Card sorting
- Message board mining
- Customer feedback calls
- Surveys
- Interviews
- Diary/camera study
- Focus groups
What makes up the 4 quadrants of the Landscape of Research?
Observational, Quantitative, Attitudinal, Qualitative
What are examples of shallow research?
- Yes/No questions
- Asking for opinions
- Asking loaded questions
- Asking assuming questions
- Asking what people will do or have done
What are 4 bias types?
- Self-referential design
- Knowing the answer
- Being defensive/precious
- Asking leading questions
Who is not part of the target audience?
- Me
- People working in the company (colleagues, clients)
We know too much about the business, the business model, the decisions that were made, and the politics behind the decisions, ect. We have too much bias to be the target audience.
What is usability testing?
Usability testing is the most powerful, most prevalent tool in UX. The premise is to observe how a user uses the product.
What do you need to conduct a usability test?
- Computer
- Moderator & user
- User testing software (record screen/environment)
What are benefits of user testing?
- Show a users experience video
- Presents product from the user’s perspective
- Unites stakeholders
- Challenges/validates assumptions
- Builds consensus instead of debate
- Provides variety of user data
- Cost effective/High ROI
What do you learn in user testing?
- What the user is trying to do (goals)
- What users do (behaviors)
- The context of use
- How the product facilities common behaviors
- Identifies pain points/road blocks to remove
- How product compares to competitors
- Is the product valuable / does it solve the problem?
How do you define your user test objectives/research goals?
- Define clear goals to narrow focus
- Be specific as possible, don’t try to cover everything
- Don’t treat it as a one-off event
- Don’t confuse it with functional testing (how it works)
How often should you schedule usability tests?
Every 4-6 weeks, or at least once a quarter
What does a moderator do in usability tests?
- Hold a conversation
- Help users relax
- Pay close attention
- Ask good questions
- Keep things on track
What is a test script?
- Aide memoir (memory bank)
- Specifies tasks to be completed
- Within the tasks, specifies questions to ask along the way
- Gives the test structure
What are the 3 parts of a test script?
- Introduction
- Interview
- Tasks
What is the goal of the introduction of a test script?
Make users relax by:
- Welcoming/thanking
- Explaining the purpose of the session
- Explaining the room/technical setup
What are the 4 things we want users to keep in mind, stated in the introduction of the test script?
- We are not testing them, we are testing the product. No right or wrong questions, we’re not trying to trick them.
- Speak their mind, be as candid and open as possible. Won’t hurt our feelings/cause offense.
- Think out load, verbalize thoughts: what they are trying to do, what they are looking for, what they expect to see after clicking on something, why they are clicking on something.
- Let them know they are free to ask questions whenever they want, but we may not always answer.
What are 4 parts of the interview section of a test script?
- Ask easy questions
- Describe the last time they….
- Understand goals
- Understand background context