Understanding Your Audiences | UX Research
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Courtney Clark, a senior user experience designer, discusses best practices for understanding target audiences to create more effective tools and systems. The document emphasizes the importance of user experience (UX) research methods, such as surveys and usability testing, to gather insights and design solutions that meet user needs. Key takeaways include the necessity of prioritizing audience needs and employing various UX techniques throughout the design process.
![Personas may include:
The Basics
● name
● photo
● demographic info
● location
● tech savviness
● device usage
Behaviors
● motivation
● goals
● concerns
Scenarios
As a [audience type],
I want to [task]
so that I can [goal].](https://image.slidesharecdn.com/understandingyouraudiences052820153-150529043409-lva1-app6891/85/Understanding-Your-Audiences-UX-Research-24-320.jpg)
Understanding Your Audiences | UX Research
- 1. MAY 29, 2015 and building stuff they can actually use Understanding YOUR AUDIENCES @circlish #ux #understandingaudiences
- 2. COURTNEY CLARK Senior User Experience Designer @circlish • cclark@forumone.com
- 3. Today’s Objectives Provide an overview of best practices for better understanding your target audiences, and using that understanding to design tools and systems that are easier for them to use.
- 6. Avoidable Mistakes Steve Kroft 60 Minutes I’m just kind of amazed that they’re building this, what’s gonna be a multi-billion dollar system for the Border Patrol, and nobody asked the Border Patrol what they needed or wanted, or what would be helpful . . . that’s a pretty big mistake. It’s a huge mistake, it’s a huge mistake.Mark Borkowski Executive Director of the Homeland Security Department’s Secure Border Initiative from Customers Included
- 8. "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products. User Experience (UX) involves a person's behaviors, attitudes, and emotions about using a particular product, system or service. User Experience (UX) Definitions
- 9. USER EXPERIENCE is how a person feels when interfacing with a system.
- 10. person feels interacting system how a when with a
- 11. A great user experience is...
- 12. Do you want your audiences: to be enjoy themselves to be able to use it to navigate to trust you to return to be able to complete task
- 13. Design an experience that helps your audience complete their task without problems.
- 14. Design an experience that helps your audience complete their task without problems. who what potential issues
- 19. Physician Laptop Poor Connection Floating Clinic Sitting Nurse Tablet Steady Connection Operating Room Standing Patient Tablet ? Connection Home Sitting, 1 hand
- 20. Language(s) Spoken Terminology Workflow / Other Tasks Environment Location of Use Distractions Education Level Colleagues that will assist Security and Logins ?
- 21. If you’re targeting everyone, you’re targeting no one.
- 23. Example Personas
- 24. Personas may include: The Basics ● name ● photo ● demographic info ● location ● tech savviness ● device usage Behaviors ● motivation ● goals ● concerns Scenarios As a [audience type], I want to [task] so that I can [goal].
- 26. USA.gov Personas USA.gov Personas and description
- 27. NCI Personas NCI Personas and description
- 28. It’s not about features. We’re trying to understand audience circumstances first.
- 29. Farm to School What would Ann need?
- 30. Farm to School What would Ali need?
- 31. Farm to School What does Gail need?
- 33. RESEARCH TACTICS & TOOLS Step 3
- 35. Surveys DO ● keep it short (<15 questions) ● ask specific and open ended questions DON’T ● ask too many questions ● focus on preferences too much quantitative info, checking assumptions GREAT FOR LEVEL OF EFFORT
- 36. Analytics DO ● install analytics ● look at trends over months and years ● look at engagement (time on page, depth of visit, completion, etc) ● identify low time on page, high bounce rate DON’T ● expect answers regarding “why” qualitative info, current state, ID problem areas GREAT FOR LEVEL OF EFFORT
- 37. Interviews DO ● ask open ended questions ● ask scenarios when they would use the system DON’T ● ask leading questions ● ask about feature preference qualitative information, asking “How?” and “Why?” GREAT FOR LEVEL OF EFFORT People can’t verbalize what they want.
- 38. Usability Testing DO ● ask what them to “think aloud” ● ask if they were able to complete their task ● ask the same question in multiple ways DON’T ● instruct or help ● lead them ● tell them they didn’t answer correctly evaluating the design or product GREAT FOR LEVEL OF EFFORT
- 39. Field Studies DO ● go to the place where they use the system ● observe and take notes ● be aware of surrounding environment DON’T ● interrupt ● instruct or help ● draw attention to specific issues understanding environment, unmet needs GREAT FOR LEVEL OF EFFORT
- 40. USING THE RESEARCH Step 4
- 41. Personas HELP ● convey the user’s state of mind ● the team understand the audiences ● educate new stakeholders ● provide an easy way to check design decisions outlining audience types GREAT FOR LEVEL OF EFFORT
- 42. Sketching HELPS ● get ideas on the page quickly ● collaboration with your team ● work out solutions early generating and confirming ideas quickly GREAT FOR LEVEL OF EFFORT
- 43. Wireframes HELP ● provide blueprints for designers and developers ● define the framework and structure ● define page types ● you plan for content creation defining layout and hierarchy GREAT FOR LEVEL OF EFFORT
- 44. Prototypes HELP ● clarify workflows ● get closer to the real experience since you can click-through experiencing without full build GREAT FOR LEVEL OF EFFORT
- 45. Journey Maps HELP ● identify online and offline experiences that are part of the whole journey ● identify areas where the user might be derailed outlining WHOLE experience GREAT FOR LEVEL OF EFFORT
- 46. PRIMARY GOALS OF DELIVERABLES Gain Understanding Confirm Assumptions Get Buy-in Clarify Design Path
- 47. DON’T make deliverable for the sake of making a deliverable.
- 49. It’s never too late. No project is too small.
- 50. Think Make Check ideation surveys interviews field studies personas wireframes prototypes journey maps interaction designusability testing analytics a/b testing START MIDDLE END
- 51. Some UX is better than no UX
- 54. TAKE AWAYS If you remember anything... 1. User Experience (UX) helps you build the right thing for the right audiences. 2. Start by answering the question: “What does our audience need?” 3. There are user experience research and tools for every project stage. 4. Some UX is better than no UX.
- 55. Resources Usability.gov http://www.usability.gov/ Boxes and Arrows http://boxesandarrows.com/ UX Booth http://www.uxbooth.com/ Jakob Nielsen’s Alertbox E- Newsletter http://www.nngroup. com/articles/subscribe/ UX Meetups http://www.meetup.com/User- Experience-Professionals-Association- DC-Chapter/ Don’t Make Me Think: A Common Sense Approach to Web Usability http://www.amazon.com/Dont-Make- Think-Revisited-Usability/dp/0321965515 The User Experience Team of One http://www.amazon.com/The-User- Experience-Team-One/dp/1933820187
- 56. THANK YOU! COURTNEY CLARK Senior User Experience Designer @circlish • cclark@forumone.com