UX Research Module 3 Flashcards
What do personas provide?
A better understanding of the needs and perspectives of your users.
Name some relevant information to include in a persona
- A name and a picture
- socio-demographic information ( age, gender, profession and general activities)
- A quote taken from the data verbatim
- Their concrete goal for this experience
- Their emotional driver(s)
- Needs and expectations towards the experience
- What provokes them to start engaging in this experience
- Pain points
- Abilities needed for this experience
- Typical behaviour
- Digital literacy and favoured devices
- Touchpoints of this experience
- Relationship to the organization
- Two types of scenarios: Typical and critical scenarios.
What is a typical scenario?
Typical scenarios describe the typical experience as it unfolds over time.
What is a critical scenario?
The critical scenario describes the situation where the user would drop off and walk away
from the offered experience.
What is a Tragic scenario?
The tragic scenario tests your design in extreme situations, in foresight of the worst possible situations, beyond what the user will usually imagine.
What is a current-state in a scenario?
Current-state mapping highlights pain points and rupture points.
What is a desired-state in a scenario?
Desired-state mapping is used as a project roadmap.
What are the 3 levels of relationship
that exists between the user and your organization?
- the interaction level
- the journey level
- the relationship level
What is the interaction level?
It focuses on a single interaction between a user and your organization, such as when a user browses your website or calls the sales department.
What is the journey level?
In the journey level we consider
the whole process, from start to finish.
What is the relationship level?
In the relationship level we need to focus on the life experience of the user in your organization and observe their opinion as it evolves over time.
What is a customer journey map?
Customer journeys map the process by which a person goes
through to reach a goal linked to a specific product or organization
What is an experience map?
It involves mapping all the interactions of an individual when she or he is trying to achieve a given goal, it is independent of a particular organization or product.
What are the 4 phases of Customer Journey Mapping?
- Define Phase
- Compare Phase
- Negotiate Phase
- Select Phase
What is a service bluebrint?
It represents the relationships among the components that are directly linked to important touchpoints.
What are the 3 types of card sorting?
closed, open and reversed.
What are the 4 different spheres of a service blueprint?
- user’s actions
- front stage
- backstage
- support processes
What is card sorting?
It involves users in organizing the information on a website or an app
What is the difference between Formative and Summative Evaluation Methods
- Formative evaluation takes place during the iterative development of the product
- Summative evaluation is typically carried on “live” current products
What is the difference Expert and User-based Evaluation Methods
- Expert evaluations are conducted by experts
- User-based evaluations are made by actual users.
What does Heuristics evaluation rely on?
UX heuristics which are broad rules of thumb.
What 2 criteria can priority be set in heurisitcs?
- The impact of the problem on users
- The proportion of users that are likely to be affected by the problem
What is Observation?
Analyzing user behaviour on the product by looking at them using it.
What are some important points in note taking?
- Be systematic & structured
- Try to have more than 1 note taker
- Record if possible
What are some tips for conducting interviews?
- Interviews are limited when it comes to studying the interviewee’s behaviour.
- The interviewer should adapt to each interviewee
- show images or even mockups
- make sure to not influence the participant’s responses, deliberately or not.
- Don’t assume that you know how the participant is feeling or what their opinion is toward a topic.
- Always record interviews
What are some tips for focus groups?
- ensure that every participant in the group actually participates.
- the discussion should be split into different sections.
- Quality recruitment goes a long way in making a focus group successful.
What is a cognitive walkthrough?
It is a type of expert evaluation, where the evaluator steps into the user’s shoes.
What is the five-second test?
It is an evaluation technique where a participant is shown a given page or screen, for five seconds.
What kind of insights does cognitive walkthrough, the five second test and web alanlytics provide?
- Cognitive walkthrough provides insights based on an expert’s perspective.
- The five-second test provides insights based on user opinions
- Web analytics provide insights based on user behaviour.
What 2 categories can quantify user interaction with interfaces?
- Behavioural measures
- Psychophysiological measures
