About this Video

• Video Title: 7 - Most Common Research Methodologies (First Step of Design Thinking: Empathize)
• Channel: Coding Studio
• Speakers: The transcript does not provide a speaker's name. The speaker is likely a single instructor.
• Duration: 00:15:48

Introduction

This video outlines seven common user research methodologies, focusing on the "Empathize" stage of Design Thinking. The instructor details the advantages and disadvantages of each method, providing practical guidance for UX researchers.

Key Takeaways

1. In-depth Interviews: A highly effective qualitative method offering rich insights through direct interaction with users. While time-consuming and resource-intensive, it allows for deep probing and clarification. The output typically includes recordings and notes. Different interview structures exist (structured, semi-structured, unstructured). For UX, semi-structured is often preferred.

2. Usability Testing: This method involves observing users interacting with a prototype or live product to identify design issues. It combines qualitative (user observations) and quantitative (metrics) data. Usability testing can be moderated or unmoderated, and conducted in person or remotely. The advantages include direct observation of user behavior and the ability to adapt the testing process as needed. The disadvantages include the cost of specialized tools for quantitative data collection and the challenge of recruiting users, particularly those unfamiliar with technology.

3. Analytics: This quantitative method analyzes data from various tools (e.g., Google Analytics) to understand user behavior, providing metrics like active users, conversion rates, and more. The advantage is real-time data monitoring and broad applicability beyond UX. The disadvantages are its technical nature, reliance on IT teams for implementation, and the need for expertise in data analysis and interpretation of tools.

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

1. In-depth Interviews: In UI/UX, in-depth interviews are invaluable for understanding the "why" behind user behavior. Instead of just knowing what users do, you discover why they choose certain actions, what their motivations and frustrations are, and what their unmet needs might be. This qualitative data is crucial for informing design decisions. For example:

   • Semi-structured approach: A semi-structured interview provides a framework (pre-determined questions) but allows for flexibility to explore unexpected answers and follow up on interesting points. This is often preferred in UX because it balances the need for focused data collection with the possibility of uncovering unexpected insights. This allows you to adjust your line of questioning based on what the user is telling you.
   • Target audience: Carefully selecting participants who represent your target user base is critical. You might need to filter participants with a screener survey to make sure you're interviewing the right people. Incorrect participants will skew the data and your results won't be accurate.
   • Actionable insights: The detailed information gleaned from interviews can directly inform design choices. For example, you might learn that a certain workflow is confusing and needs to be redesigned, or that a particular feature is not valued by users and should be removed or improved.

2. Usability Testing: Usability testing directly observes users interacting with your designs (prototypes or finished product). This allows you to identify pain points, areas of confusion, and usability issues. In UI/UX, this is a critical step to validate design decisions and ensure your product meets user needs.

   • Observational data: Observing user behavior provides a wealth of data that surveys or questionnaires may miss. You'll see firsthand where users struggle, what they click on (or don't), and how long they spend on each task. You can see things that the user might not even be able to articulate.
   • Iterative design: Usability testing is most effective as part of an iterative design process. Testing early and often allows you to identify and fix problems before they become major issues. Testing frequently will show you if the changes you made actually improve things or worsen them.
   • Metrics: While qualitative observation is key, incorporating quantitative metrics (e.g., task completion rate, error rate, time on task) provides a more objective measure of usability.

3. Analytics: While not a direct user interaction method, analytics provides crucial data about how users engage with your live product. This data should be considered a supplement to other user research methods because it only shows you what happened, not why it happened.

   • Quantitative data: Analytics provides large-scale quantitative data on user behavior. This data can reveal trends, popular features, and areas where users drop off. This data can confirm insights found through other methods.
   • A/B testing: Analytics is essential for A/B testing different versions of UI elements to see which performs better with your users.
   • Integration with other methods: It's crucial to use analytics in conjunction with other methods (like usability testing or interviews) to get a complete picture. Analytics only provides a snapshot of behavior; other methods are needed to understand the reason behind that behavior.

Remember that these methodologies are often used together to build a comprehensive understanding of the user. A multi-method approach offers a richer, more nuanced insight into your users’ behaviors, motivations, and pain points. This leads to more effective and user-centered design solutions.