UX Research Module 3

Question 1

What do personas provide?

Answer 1

A better understanding of the needs and perspectives of your users.

Question 2

Name some relevant information to include in a persona

Answer 2

• 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.

Question 3

What is a typical scenario?

Answer 3

Typical scenarios describe the typical experience as it unfolds over time.

Question 4

What is a critical scenario?

Answer 4

The critical scenario describes the situation where the user would drop off and walk away
from the offered experience.

Question 5

What is a Tragic scenario?

Answer 5

The tragic scenario tests your design in extreme situations, in foresight of the worst possible situations, beyond what the user will usually imagine.

Question 6

What is a current-state in a scenario?

Answer 6

Current-state mapping highlights pain points and rupture points.

Question 7

What is a desired-state in a scenario?

Answer 7

Desired-state mapping is used as a project roadmap.

Question 8

What are the 3 levels of relationship
that exists between the user and your organization?

Answer 8

1. the interaction level
2. the journey level
3. the relationship level

Question 9

What is the interaction level?

Answer 9

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.

Question 10

What is the journey level?

Answer 10

In the journey level we consider
the whole process, from start to finish.

Question 11

What is the relationship level?

Answer 11

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.

Question 12

What is a customer journey map?

Answer 12

Customer journeys map the process by which a person goes
through to reach a goal linked to a specific product or organization

Question 13

What is an experience map?

Answer 13

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.

Question 14

What are the 4 phases of Customer Journey Mapping?

Answer 14

1. Define Phase
2. Compare Phase
3. Negotiate Phase
4. Select Phase

Question 15

What is a service bluebrint?

Answer 15

It represents the relationships among the components that are directly linked to important touchpoints.

Question 16

What are the 3 types of card sorting?

Answer 16

closed, open and reversed.

Question 17

What are the 4 different spheres of a service blueprint?

Answer 17

1. user’s actions
2. front stage
3. backstage
4. support processes

Question 18

What is card sorting?

Answer 18

It involves users in organizing the information on a website or an app

Question 19

What is the difference between Formative and Summative Evaluation Methods

Answer 19

• Formative evaluation takes place during the iterative development of the product
• Summative evaluation is typically carried on “live” current products

Question 20

What is the difference Expert and User-based Evaluation Methods

Answer 20

• Expert evaluations are conducted by experts
• User-based evaluations are made by actual users.

Question 21

What does Heuristics evaluation rely on?

Answer 21

UX heuristics which are broad rules of thumb.

Question 22

What 2 criteria can priority be set in heurisitcs?

Answer 22

1. The impact of the problem on users
2. The proportion of users that are likely to be affected by the problem

Question 23

What is Observation?

Answer 23

Analyzing user behaviour on the product by looking at them using it.

Question 24

What are some important points in note taking?

Answer 24

1. Be systematic & structured
2. Try to have more than 1 note taker
3. Record if possible

Question 25

What are some tips for conducting interviews?

Answer 25

• 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

Question 26

What are some tips for focus groups?

Answer 26

• 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.

Question 27

What is a cognitive walkthrough?

Answer 27

It is a type of expert evaluation, where the evaluator steps into the user’s shoes.

Question 28

What is the five-second test?

Answer 28

It is an evaluation technique where a participant is shown a given page or screen, for five seconds.

Question 29

What kind of insights does cognitive walkthrough, the five second test and web alanlytics provide?

Answer 29

• 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.

Question 30

What 2 categories can quantify user interaction with interfaces?

Answer 30

• Behavioural measures
• Psychophysiological measures