UX Research

ISO 9241-11

Focuses on human-centered design and ergonomics of human-system interaction. Provides guidance on usability.

Usability

Defined as the extent to which a product can be used by specified users to achieve specified goals

Context of Use

Depends heavily on the environment in which the product is used

Users

Characteristics of the target audience (skills, experience, etc.).

Tasks

What users are trying to achieve with the product.

Equipment

Any tools or interfaces involved.

Physical and Social Environment

The situation in which the product is used (e.g., office, mobile)

Application of ISO 9241-11

It offers a framework for evaluating usability during development and post-deployment stage

Effectiveness

accuracy and completeness

Efficiency

Resources expended in relation to accuracy and completeness

Satisfaction

Comfort and acceptability of use in a specific context of use

Phases of Product Development (the Time Dimension)

Another important distinction to consider when making a choice among research methodologies is the phase of product development and its associated objectives.

STRATEGIZE

start of product development (methods at this stage are often generative in nature, because they help generate ideas and answers about which way to go); field studies, contextual interviews, observation, diary, surveys, & data mining/analytics

EXECUTE

Methods in this stage are well-described as formative, because they inform how you can improve the design. field studies card sorting paper prototype participatory design

ASSESS

After a product has been developed enough to measure it, it can be assessed against earlier versions of itself or competitors, and methods that do this are called summative. (Survey, usability benchmarking, & A/B testing)

Product & Service Design Cycle

• DISCOVER

• EXPLORE

• TEST

• LISTEN

Research and Discovery

needs _____; viability of product; sources of data. (field studies interviews observation test the competition requirements elicitation)

EXPLORE

address user needs; design alternatives and decisions. (task analysis, persona building, journey mapping, card sorting, prototyping, & walkthrough)

TEST

validate design and product. (usability testing, benchmarking, bug tracking, accessibility evaluation, social media, & monitoring)

LISTEN

monitor / analyze problems, issues, user sentiment, trend (surveys, data analytics, bug reviews, & feedback review)

Ideation and Concept Development

Brain strom ideas, create concept sketched, and evaluate ideas

Design and Prototyping

Develop wireframes, apply design thinking principles, and Iterate design based on the feedback of the stakeholders.

Validation and Testing

Conduct usability testing, use tools like A/B testing and user feedback, and iterate design to address pain points

Development and implementation

Collaborate with developers, the implementation is alligned with the intended design, & continuous test and fix bugs

Launch and Delivery

Release of product and service to the target audience, monitor user adaption, & provide user support

Post-launch Evaluation and Iteration

Collect feedback from users and stakeholders to evaluate performance & Identify opportunities for improvement or new feature additions

Focus groups

• Provides valuable qualitative insights into user behavior, preferences, and challenges

• Consist of about 6-9 users (of the same type) who will discuss issues about certain product features

When to Use Focus Groups in UX

•Discovery Phase: To explore user needs and expectations.
•Ideation Phase: To brainstorm and generate new ideas.
•Prototyping Phase: To test early designs and concepts.
•Post-launch Evaluation: To collect feedback for future updates and improvements.

Affinity Diagram/Map

A method for organizing information collected into groups in order to form patterns and trends

FINDINGS

FACT OR STATEMENT THAT TELLS US WHAT IS HAPPENING; IT DOESN’T TELL US WHY

INSIGHT

DESCRIBES AN ASPECT OF HUMAN BEHAVIOUR OR USER MOTIVATION; IT ENABLES US TO SEE HOW WE MIGHT GO ABOUT SOLVING A. PARTICULAR USER PROBLEM

Journey Maps

It is an essential tool in UX design used to visualize the steps users take when interacting with a product, service, or system. They provide a detailed, step-by-step account of the user’s experience, emotions, pain points, and opportunities for improvement throughout their journey.

Ethos, Pathos, Logos, and Kairos

Can be effectively applied to user journeys to enhance the way users engage with a product or service. Together, they create a framework for persuasion, trust-building, emotional connection, logical clarity, and timeliness in the design of user experiences.

Ethos

Establishing Trust and Credibility. It refers to the credibility, trust, and authority of the product or brand. In a user journey, ethos focuses on how trust is built through consistent and reliable interactions.

Clear Privacy Policies

Users are more likely to trust platforms with transparent data policies

Brand Reputation and Testimonials

Displaying customer reviews or awards builds credibility.

Secure Checkout Process

Offering trust symbols (like SSL certificates or verified payment systems) reassures users.

User’s confidence

Ethos strengthens the _______ in the product or service, ensuring they feel comfortable engaging further.

Mental Models

Internal representations that users develop about how a system works, influencing their interactions with digital products.

Information Architecture

The organization and structure of information within a product, aimed at making it easier for users to find and navigate content.

Affinity Diagram

A visual tool used to organize ideas and data into groups based on their natural relationships, often used in conjunction with card sorting.

Monothetic Agglomerative Cluster Analysis

A method used to analyze data from card sorting to identify patterns and groupings among participants' categorizations.

Pathos

This appeals to the user's emotions, creating meaningful emotional connections. In user journeys, this element helps users feel engaged and personally connected to the product.

brand loyalty

Emotional engagement helps create memorable experiences and builds _________.

Logos

It refers to the use of logic and reason to guide users through their journey. In user experiences, this means clear navigation, easy access to information, and logical user flows.

Friction

By providing logical clarity, logos reduces _____ and makes the user journey intuitive and efficient.

Kairos

It refers to timeliness—delivering the right experience at the right time in the user journey. This ensures that interactions happen when the user is most receptive.

Urgency

Kairos helps create _____ and ensures that timely interactions keep users engaged without overwhelming them

Ethos + Pathos

Trust is enhanced by emotional engagement. For example, an authentic thank-you message after purchase not only reinforces the brand’s reliability but also builds emotional loyalty.

Logos + Kairos

Logical flows are more effective when combined with the right timing. For instance, a notification to renew a subscription sent before it expires aligns with the logical need and optimal time for action.

Pathos + Kairos

Timely emotional moments are powerful. For example, a birthday discount offer capitalizes on the user’s emotional state at the right time, fostering positive feelings toward the brand.

Ethos + Logos

Clear, data-driven product information strengthens the brand’s credibility. A customer support chat offering fast, clear answers helps maintain trust.

LATCH principle

This is proposed by Richard Saul Wurman—a pioneer in the field of information architecture and user experience—offers a framework for organizing information effectively. This principle ensures that information is not only logically arranged but also easy for users to understand and navigate.

Location

Organizing information based on geographical location or spatial proximity.

relevant to a place

Location-based organization helps users connect with information that is ______ or environment.

Alphabetical

Arranging information _______ to make it easy to find by name or category

specific, known terms, & straightforward search

This method works best when users are looking for ______, _______ and need a _______.

Time

Organizing content in chronological order. This approach works well when time or sequence plays a key role.

unfold over time

Chronological organization helps users understand how events or tasks _______.

Category

Grouping information based on similar types or categories.

browse

This method enables users to ____ through related content, enhancing discovery and exploration.

Hierarchy

Organizing information by importance, size, or value.

Card sorting

It is a UX research technique used to organize and structure information logically, based on how users naturally categorize and group it. It provides insights into the mental models of users, helping designers create more intuitive information architectures (such as navigation menus, product categories, or content hierarchies)

Open Card Sorting

A type of card sorting where participants create their own categories and name them, providing insight into their mental models.

Closed Card Sorting

A card sorting method where participants are given predefined categories to sort cards into, useful for testing existing structures.

Hybrid Card Sorting

A combination of open and closed card sorting, allowing participants to use predefined categories while also creating their own if needed.

Wireframes

Visual representations of a product's layout and structure, used in the design process to outline the interface and functionality.

Card Sorting

A usability research technique used to help design or evaluate the information architecture of a site by having participants organize topics into categories that make sense to them.

Moderated Card Sorting

A format where a facilitator guides participants through the card sorting process, asking questions and clarifying instructions in real time.

Advantages of Moderated Card Sorting

Provides real-time feedback and insights, allows for deeper exploration of participant reasoning, and enables the facilitator to clarify any misunderstandings during the sorting process.

Unmoderated Card Sorting

It is conducted without a facilitator present. Participants complete the sorting task independently, typically online, using digital tools or platforms.

Mental Models

It refer to the internal representations that users develop about how a system, product, or interface works. These models are based on users' experiences, knowledge, and expectations, and they significantly influence how users interact with digital products. In the context of user experience (UX) design, understanding mental models is crucial for creating intuitive, user-centered designs.