Trends in user research methods - WIAD17
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The document outlines current trends in user research methods, highlighting the increasing integration of quantitative data with qualitative studies to enhance trust in findings. It notes a shift towards conducting user research in natural home settings for better insights across the user journey, as well as a preference for micro tests over extensive studies in agile environments for quicker feedback. Examples from companies like Zalando and approaches like design surveys illustrate these trends.
Trends in user research methods - WIAD17
- 1. Reto Lämmler Trends in User Research Methods @rlaemmler
- 2. Methods at a glance
- 3. Qualitative • User Test • Interview • Focus Group Quantitative • Online Survey • Design Survey • A / B Test • Journal Study
- 4. Trend #1
- 5. Qualitative studies are getting more often backed with quantitative data.
- 6. Why? Often times decision makers don‘t trust the small sample size of qualitative research and want also quantitative proof.
- 7. Example: Redesign of a website‘s navigation. Besides usability tests, we see an increase in Treejack surveys.
- 8. Trend #2
- 9. User Research at home is trending more than remote tests.
- 10. Why? Interviewing inside the natural environment answers questions across the user journey and not just a single touch point like a user interface.
- 11. Example: Zalando wants to understand the user journey from buying to unboxing to dressing to stowing or returning. Doing this in the lab wouldn‘t give any true insights.
- 13. Trend #3
- 14. Micro tests are preferred over long formal user research studies.
- 15. Why? In an agile environment UX Designers want to find quick answers on small design questions without the need of doing a big formal user research study.
- 16. Example: To verify that a primary call to action is understood, you don‘t need to do a 45min in-house user test. Just run a design survey with www.verifyapp.com
- 18. TestingTime‘s approach to micro feedback.
- 19. Test now Order test users
- 20. Age: any Gender: any Country: any Start session Language: German 657 test users online
- 21. Finish session Skip to next >> Anna Volker 28, female, Musician Hamburg Chat with Anna Recording session + Please open: www.invision.com/xyz 2:23
- 22. Finish session Skip to next >> Anna Volker 28, female, Musician Hamburg Chat with Anna Recording session Please open: www.invision.com/xyz + 12:38
- 23. Test early. Test often. www.testingtime.com @rlaemmler @testingtime