About this Video

• Video Title: 6 - Various Types of Research Methodologies (First Step of Design Thinking: Empathize)
• Channel: Coding Studio
• Speakers: (Speaker name not available in transcript)
• Duration: 00:11:35

Introduction

This video discusses various user research methodologies within the context of the "Empathize" stage of Design Thinking. It categorizes research methods into primary/secondary, quantitative/qualitative, and behavioral/attitudinal research, explaining their differences, applications, and when to use each.

Key Takeaways

• Primary vs. Secondary Research: Primary research involves collecting data directly from users (e.g., interviews, surveys), while secondary research uses existing data sources (e.g., internet, reports). Secondary research is recommended before primary research to optimize resource allocation.
• Quantitative vs. Qualitative Research: Quantitative research uses numerical data and mathematical analysis to prioritize issues (e.g., surveys, A/B testing), while qualitative research focuses on observing user behavior and understanding the "why" behind actions (e.g., interviews, focus groups).
• Behavioral vs. Attitudinal Research: Behavioral research observes what users do (e.g., analytics, usability testing), while attitudinal research focuses on what users say (e.g., surveys, interviews). These methods often overlap and can be used in combination.
• Method Selection: The choice of research method depends on the research objectives and the type of information needed. The video emphasizes that these categories are not mutually exclusive and can be combined.
• Reasoning in Portfolio: The video stresses the importance of clearly articulating the reasoning behind choosing specific research methods in a UX design portfolio.

Let's delve into the key takeaways with more detail relevant to UI/UX design:

1. Primary vs. Secondary Research for UI/UX: In UI/UX design, primary research directly informs design decisions by providing insights into user needs and behaviors specific to your product. For example, user interviews can reveal pain points with existing interfaces, while usability testing can identify navigation problems. Secondary research provides a broader context. Analyzing competitor websites or market reports can help you understand industry trends and user expectations before investing time in primary research. Using secondary research first allows you to focus your primary research on specific, unanswered questions, making it more efficient and effective.

2. Quantitative vs. Qualitative Research in UI/UX: Quantitative research in UI/UX often involves A/B testing different design variations to see which performs better (e.g., higher conversion rates, lower bounce rates). Analyzing user analytics data (e.g., heatmaps, clickstream data) provides quantitative insights into user behavior on your website or app. Qualitative research helps understand why those quantitative results occurred. Conducting user interviews after an A/B test can shed light on why one design variant outperformed another. Qualitative methods help identify usability issues, discover unmet needs, and gain a deeper understanding of user motivations.

3. Behavioral vs. Attitudinal Research in UI/UX: Behavioral research is about observing what users actually do. Eye-tracking studies, task completion rates during usability testing, and heatmaps are all examples. You see how users interact with your UI. Attitudinal research explores why they do what they do. Surveys, interviews, and focus groups are common methods to understand users' opinions, preferences, and satisfaction. For example, behavioral data might show a high bounce rate on a specific page. Attitudinal research (e.g., interviews) can reveal why users are leaving: confusing navigation, unattractive design, or irrelevant content.

4. Method Selection for UI/UX: Choosing the right mix of methods is crucial. A good UI/UX design process often uses a combination of primary and secondary, quantitative and qualitative, and behavioral and attitudinal research. For example:

   • Start with secondary research: Market research, competitor analysis, and heuristic evaluations can form the basis of your understanding.
   • Conduct user interviews (qualitative): Understand user needs and pain points regarding existing solutions.
   • Create wireframes and prototypes: Visualize your design solutions.
   • Conduct usability testing (behavioral): Observe how users interact with your prototype to identify usability issues.
   • Run A/B tests (quantitative): Compare different design variations to see which performs best.
   • Analyze user feedback (attitudinal): Gather post-testing feedback to understand user satisfaction and opinions.

5. Reasoning for UI/UX Design Portfolio: When presenting your work, clearly explain your design choices. Show why you chose specific research methods and how the insights you gained informed your design decisions. For example, "Based on the high task failure rate during usability testing (behavioral data), I redesigned the navigation to be more intuitive and clear, as confirmed by post-testing interviews (attitudinal data)." This demonstrates a solid understanding of user-centered design principles and justifies your choices.