UX CAPSTONE. UX Research

Transcription

1 UX CAPSTONE UX Research

2 RESEARCH METHODOLOGIES Market research Personas Competitor research Interviews Focus Groups User journey map Surveys Goals Value Promise Define brief

3 GOAL The goal of research is to gain insights on patterns and goals that will inform your decisions.

4 WHEN PRODUCTS FAIL When products fail there is an excellent chance there wasn t enough demand for the product because the product didn t solve a big enough problem for its market, it didn t function properly, or it didn t solve the problem the way it worked for users.

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6 ASSUMPTIONS Most ideas are based on things that someone thought was good or interesting, rather than something that solves a real problem. This is why companies need to spend time validating their hypotheses as early as possible.

7 IDEA VALIDATE DESIGN VALIDATE IDEA VALIDATE PRODUCT VALIDATE DESIGN VALIDATE IDEA VALIDATE

8 ETHNOGRAPHY A set of qualitative methods to understand and document the everyday activities and mindsets of a particular cultural group in their habitual environment. Q: What do people do and why do they do it?

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10 MARKET RESEARCH Learning who your users are is the most essential piece of research. The more empathy you have towards users, the better you can customize the product to fit their needs. Demographics User groups Market analysis

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12 PERSONAS Learning who your users are is the most essential piece of research. The more empathy you have towards users, the better you can customize the product to fit their needs.

13 EFFECTIVE PERSONAS Represent a major user group for your website Express and focus on the major needs and expectations of the most important user groups Give a clear picture of the user s expectations and how they re likely to use the site Aid in uncovering universal features and functionality Describe real people with backgrounds, goals, and values

14 CONSTRUCTING PERSONAS 1.Understand your product s users with research and statistics (analytics, customer data, surveys, social networks, and contextual research). 2.Examine your data for themes and patterns. 3.Distill those patterns into individual characters that embody your findings. 4.Bring the characters to life with biographical information and imagery.

15 WHAT TO INCLUDE? Name and gender Image(s) Age Biography Location Occupation Salary Attitude towards technology Context of use Key drivers Key goals and needs Anxieties

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17 COMPETITOR RESEARCH Learning who your users are is the most essential piece of research. The more empathy you have towards users, the better you can customize the product to fit their needs.

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21 INTERVIEWS The goal is to learn anything that might influence how the users might use your product.

22 CONDUCTING AN INTERVIEW Figure out what you want to learn Don t ask yes or no questions Ask follow up questions to vague answers Avoid talking about yourself Create a welcoming environment Don t be afraid of silence Avoid bias

23 PARTS OF AN INTERVIEW Intro Greetings Purpose of Conversation User Questions Body Ask open-ended questions + follow-up questions Conclusion Thank you + remaining questions

24 SAMPLE QUESTIONS (MUSEUM WEBSITE) Tell me about your job? Walk me through a typical week in your life. How often are you on the internet? What computers or devices do you use? When do you use each of them? Do you share any of them? What do you typically do on the internet? What do you typically do on your days off? How do you decide what to do? Tell me about how your children use the internet. How do you decide what to do on your days off with your kids? What do you read on the internet besides the news? How frequently do you visit museums in your town? Which ones? What prompts you to go?

25 ANALYZING THE RESULTS Themes User needs and priorities Behavior Patterns Mental Models Language

26 FOCUS GROUPS Moderated forums that encourage a more open and collaborative discussion on a topic.

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28 USER JOURNEY MAP The process of learning about ordinary users by observing them in action to understand in detail how they perform their tasks and achieve their intended goals.

29 LINDA MARTINEZ: Profile & Journey Demographics 61 Years Old Lives in Suburbs of Renton, WA Married with 2 kids Works part-time as accountant at law firm Health Tries to stay active and is generally conscious about health, but does not like seeing a doctor unless absolutely necessary Used to suffer from hypertension, but has kept it under control the last few years Medical Preferences Fluent in English, but most comfortable speaking Spanish, her native language Visits a Spanish-speaking doctor Does not like driving to the doctor s office Does not like sitting in the waiting room that is full of germs Technological Capabilities Uses computer for basic needs (ex: word, internet searches, , etc.) Does not consider herself tech-savvy often calls her kids for help Hobbies Enjoys gardening, cooking with home-grown vegetables and looking after her grandson Discovery Setup/Onboarding Appointment Post-Appointment Sunday Following Week Next Monday Morning Monday Afternoon Tuesday, 12:30am Tuesday, 12:35am Tuesday, 12:40am Tuesday, 12:42am Tuesday, 1:00am Tuesday, 1:15am Wednesday, 1:00pm Over the Next Week Over the next Few Months ANXIETY Calm Desperate 10 Frustrated 9 Concerned 7 Confused 8 Pressured 8 Pressured 7 Recovering 6 Concerned 5 Recovering 5 Overwhelmed 4 Discouraged 4 Recovering 3 1 Calm 1 EVENT Linda babysits her grandson, Matty, who is recovering from strep throat. Linda wakes up with a sore throat. She tries home remedies but nothing helps. She Googles solutions online, but is overwhelmed with information. Linda calls her doctor's office to schedule an in-person appointment, but learns that there is no availability for the next two weeks. The nurse at Linda's doctor's office recommends she try a service that offers online appointments. Other patients have had success with the service, so it's a new option that they are recommending when they don't have any availability. Linda browses the site during her lunch break. She finds it easy to navigate and understand, but only sees pictures of young people and doesn't know if Spanish-speaking doctors are available. She's not sure if the service is for her. Linda worries that the doctor won't be able to appropriately examine and diagnose her. She wonders, "Will the doctor be able to see my throat via a webcam?" Linda wonders about the cost of the appointment. She doesn't want to pay more than her office visit co-pay. Linda sees the doctors shown on the front page and wonders if those are the available doctors. She wants the doctor she will be seeing to be qualified. Linda is getting confused with all the information on the site, so she leaves and hopes that she'll feel better soon. Linda is having a hard time swallowing and is feeling desperate, so she decides to try the service. Linda sets up an account, but her chosen password does not meet requirements and she does not know how to resolve the issue. Linda finally figures out the password issue. The site walks Linda through the pre-appointment form filling, system tests, and other onboarding activities. Linda completes setup and waits for the appointment to begin. Linda begins her appointment. The doctor examines Linda's throat through the webcam and asks her a series of questions. The doctor tells Linda she probably has strep throat and will call in a prescription for antibiotics. Linda picks up the antibiotics at her 24-hr pharmacy. Linda receives an telling her that she can find a report summarizing her appointment in her "Appointment History" section of her site account. Linda begins to feel better Linda shares the details of the appointment with her doctor during her annual checkup and recommends the service to friends and family. FINDING Baby Boomers trust their primary care physician the most when seeking information related to health conditions. Baby Boomers may feel discouraged when they don t feel like the service represents them and their needs. Baby Boomers are concerned about how a doctor will diagnose and treat them without physical touch before engaging in an online appointment. Baby Boomers want to know the cost of an online appointment and if it would be covered by their insurance company before trying the service. Baby Boomers are concerned about the credentials of the doctor they will be meeting with. Baby Boomers prefer clean, direct, and simple web pages that include only the information they need and nothing more. Baby Boomers can be especially frustrated by error messages that do not tell them what the next steps should be. Some Baby Boomers appreciate more hand-holding and being walked through processes from start to finish. Baby Boomers appreciate having transparency into how much time they have to wait or spend with the doctor, but they do not like feeling pressured by time. Baby Boomers want to retain the details of their appointment, either for personal use or to incorporate into their Electronic Health Records (EHR). RECOMMENDATION Virtual healthcare providers should establish trusted relationships with primary care physicians in order to increase patient referrals. Virtual healthcare providers should ensure that photos on their site represent the Baby Boomer population. Virtual healthcare providers should include case studies and videos that detail how doctors treat different conditions. Virtual healthcare providers should ensure cost and insurance coverage information is clearly stated and easy to find on the landing page. Baby Boomers are concerned about the credentials of the doctor they will be meeting with. Virtual healthcare providers should ensure information on cost, insurance, doctor credentials, how the service works, and what they treat can be immediately found on the landing page. Virtual healthcare providers should make sure error messages are easy to notice and describe the steps that the patient needs to take to resolve the issue. Virtual healthcare providers should break out long processes (ex: form filling) into several steps and provide clear directions that guide and prepare baby boomers for their appointment. Virtual healthcare providers should continue to show patients a countdown timer of their wait time and should describe what the patient should do if they miss the doctor s call. Virtual healthcare providers should provide patients with the option to securely share or incorporate their appointment details into their EHRs.

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31 Biker Journey Anxiety Level Events The biker checks tire pressure, loads up packed panniers and turns on their front and back light. Start riding towards studio through one-way neighborhood streets Comes to a stop sign and makes a turn onto a main roadway with heavier traffic and a bike lane. Uses hand signals to alert drivers behind them that they are turning. Makes a right hand turn onto a road without a bike lane. Uses a hand signal to alert drivers. Biker rides past a perpendicular street. Upon approaching this street, the biker is obscured from the view of cars turning out onto the road by a line of parked cars. The biker slows down in case they have to stop suddenly if a driver pulls out in front of them while turning onto the main road. Change lanes to make turns. Make hand signal and look behind for driver s eye-contact / acknowledgment. Stop to remove extra hot layers before riding uphill. Ride uphill and make gear adjustments. Merge into single lane with two way traffic. Ride through campus slowing speed to accommodate pedestrian traffic. Arrives at location and locks bike. Removes panniers and goes to class. Rider thoughts Every time I get on my bike I have a mental checklist. I run through all the gear I need on the road. Residential roads are light in traffic and stress level. Cars at slower speeds are easier to communicate with and avoid. Turning out onto a road with heavy traffic is usually fine when there is a bike lane. This situation can be slightly stressful when cars don t give me enough space and I feel like I might get clipped by a car coming up from behind me. The turn itself is not stressful because I don t have to change lanes to do so. Getting onto a road without a bike lane though is worrisome. Cars typically give a wider berth when passing on a road that doesn t have a bike lane because visually I am typically harder to miss. When a car wants to pass me however and there are other cars approaching from the opposite direction, the space I m given narrows and my stress level rise. I tend to be more self conscious about whether or not I am an annoyance or a nuisance to drivers on roads without bike lanes. I get nervous every-time I ride past this street because even though I have the right of way, cars have a really hard time seeing me over the line of parked cars on the street. Many drivers don t even come to a complete stop at this stop sign and I have had to brake hard to avoid crashing into a car on multiple occasions. I have started getting into the habit of slowing down as I approach this road. Looking behind for cars can be tricky to do while also keep steering straight. Cars don t always let me in when changing lanes. Can be difficult to keep speed up while signaling and looking behind. Will the driver see me? Will they pretend not to see me so they won t have to slow down to let me in? Do I think they see me and they really don t? Am I going fast enough to get over without annoying the driver? I always stop at the same place, where I have plenty of room and don t feel in the way. It s a break from the worry of the commute. Entering into campus through a one way lane with two way traffic is low stress because traffic levels are low and inconsistent. Lower stress. Feel much more in control and less affected by a surrounding area full of pedestrians as opposed to vehicles. Slower speeds. Sometimes pedestrians are unpredictable and don t pay attention to where they are going or if there are bikes in the pathway. Opportunities for Innovation If drivers knew how scary it is when they drive too close to the bike lane, or even on the line, they probably would be more conscious of the space they allow. How can drivers in oncoming traffic be persuaded to hug the outer edge of a road in order to allow a passing car give more room to a biker? How can drivers be alerted when there is a bike approaching from behind obstructions such as other vehicles, bushes, or blind corners. How can drivers be alerted that a biker wants to merge into the lane ahead of them if they aren t paying close enough attention to notice the biker s hand signals? How can a driver be successfully alerted that they are driving too close to the bike lane?

32 EXERCISE Make a user journey map that walks through one team members path to finding and selecting a restaurant to go to for dinner. Include in the timeline the user s actions, questions, happy moments, pain points, and opportunities.

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35 SURVEYS A survey is a simple tool for gathering information, they typically consist of a set of questions used to assess a participant s preferences, attitudes, characteristics and opinions on a given topic. Surveys allow us to count or quantify concepts, the learnings from which can be applied to a broader population.

36 ONLINE SURVEYS Survey Monkey Google Forms

37 GOALS Goals identify what is most important to the user, brand, and business. Your goals should arise from your different methods of research.

38 BUSINESS GOALS BRAND GOALS USER GOALS THE SITE SHOULD HELP THE COMPANY TO... THE BRAND S GOALS ARE TO... AS A NEW AND EXISTING CUSTOMER I WANT TO... increase awareness present its services find information

39 USER GOALS Experience Goals How they want to feel using the product? End Goals What do they want to achieve by using the product? Life Goals Why the user is trying to accomplish the end goals?

40 SCENARIOS They describe the context of why the different user groups need to use your product and the different paths they take to accomplish tasks.

41 An app that tracks, helps reduces, and maintains the sustainability of your home. SCENARIO 1 SCENARIO 2 SCENARIO 3 The family goes out on a hike together and realizes they forgot to turn off the lights. Times are tight and the family wants to save money on their energy bill. The parents want to teach their kids how to live sustainably.

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44 VALUE PROMISE (PRODUCT STATEMENT) A promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value (benefit) will be delivered, experienced and acquired.

45 Connect directly to actual hiring managers at top companies and set up interviews within minutes.

46 (RE)DEFINE THE BRIEF The original brief is quite broad and offers many potential directions you could take. Locating a micro-level problem will guide you to design a meaningful and evidence-based solution, faster and easier.