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User Experience
Research
Strategy
-Ravichandran Divakar (aka) Parkavi Vasan
Design & Models
Design composites of UI and UX. It
constantly evolves with users and
technologies. A good design is to balance
the conceptual model and mental model.
Old Desgin New Design
Conceptual Model:
Conceptual models are actual
models (flown from designer/in-
house) that is given to users through
interface of the product.
Optimize
Trend, User, Tech
Mental Model:
Mental models are from/related to users . i.e
how they vision and idealize a topic or concept.
In simple terms, what the user has in mind.
Deep dive into Models
Consider a user who never heard of Google glasses. And when it is given saying
that you can see through differnetly and also talk to it. Immeditealy the user
imagines and bulids lot of things around it, something like speaking to Jarvis from
“iron man” or a projection that could be made on the wall or scanning eveyone like
Arnold in terminator etc.
User’s mental model comes from their previous
experience with similar product or device,
assumptions, things they have heard others say etc.
Having mental models in Conceptual Model’s design process is really
important. Going back to the glass example, as of now, even google has a
similar version of “Jarvis” into its conceptual model “ok google”.
This thought process are called mental models.
Similarly someone who already used google glass
will have differnet mental model from the one
who not used.
Matching the Models
Connecting the concepts:
when users are given with ideas/products/Websites,
they have their own mental models. And when the
website/ product matches and delivers the mental
model through conceptual model. Then users finds it
interesting and easy to connect.
Breakdown
The concepts of these models can be breakdown into deeper at page and elements
level, it could range of an entire website to funnel path to page to font size of “Free
Shipping” mnemonics .
Input to Mental Model is obtained from
users through various researches,
feedbacks(on-site survey), analysis and
observation(heat maps) etc.
Optimizing (UI/UX) the product or
webiste that matches the mental model
happens by including mental model into
conceptual model’s design process.
Mental Model
Conceptual Model
Personalization
As defined previously Mental models are something that “what the user
has in mind”. Practically every users will have their own mental models
and approach to the goals.
So its difficult to summarize and come up with a conceptual model which
matches every mental models. Thus personalization come into play.
Example-
With a goal of “product discovery” a user’s behaviour who knows “what
to buy”, will be different from one who just comes with an general idea of
“to buy something”.
Then elements like banners, widegts, search results etc can align
accordingly to each user.
Personalization
Defining the Approach
Mental model’s data are sourced from Users through various researches
and processes. This includes survey, interviews, feedbacks, statistical
analysis, AB test etc. and the approach or type of data is classified into two
Dimensions set.
Behavioral and Attitudinal
Quantitative and Qualitative
Feedback
Surveys
Opinon
On-site Analysis
Testing
Dimensions set
Research
Users
Behavioral and Attitudinal
An on-site survey
can helps us to get
insights on what
actually user says.
Attitudinal
In simple terms this dimension tells about “what actually users says”.
This includes opinion, feedbacks etc. Inputs to this can be sourced by
conducting surveys, interviews, reaserches, studies etc..
Behavioral and Attitudinal (contd)
Behavioral
This gives behavioral insights on “what users actually do”
with product or website. A change in design(UI) with AB
test can tell us how users deal with it.
Test: An AB test to see whether CTA like “free 30 days trail” can helps in conversion. This gives you
insights on whether do users actually click “trail” button or not.
VS
Buy Now
World’s Best product
at best price
Qualitative and Quantitative
Qualitative:
This are open-ended or broad responses or research type. This again
includes feedbacks, interviews, lab analysis by agencies, ethnographics.
Ex- “how was your last purchase experience?” Inputs to this fall under
qualitative approach, as user writes review of his experience.
Quantitative dimensions which
gives users response in terms of
numeric or statistical data.
Ex- 45% said prices are high and
30% got deals elsewhere etc.
This allows users to provide
open-ended feedback which
cannot be represented in
terms of numeric but adds
values and provides further
ideas to the research.
Quantitative:
Is defined in terms of numeric and statistical data. Ex- Rate
your last purchase experience out of 5. User’s response to
this question will be numeric value.1 2 3 4 5
The Axis-TO Approach
Behavioral
Attitudinal
QuantitativeQualitative
-Heat Maps
-AB Testing, MVT
-flow & Funnel analysis, User
attributes metrics vs site
section
-Card Sorting (Quantitative)
-Reviews & Feedbacks
-On-Site Survey (open-ended)
-Agency’s Interviews and
researches
-Concept Analysis
--Ethnographic Studies
-Session Recording
-Card Sorting (Qualitative)
-Persona Tests
-Moderate & Moderate
observations
-Form Analysis
-Ratings
-On-Site Survey(quantitative)
-E-mail/ Intercept
-Acceptance test
The Axis –To StakeHolders
Behavioral
Attitudinal
QuantitativeQualitative
-Web Analytics
-UX Researcher
-Marketing Communication
-Research Agencies
-Brand
-CRM
-Business Stake holders
-Web Analytics
-UX Researcher
-Business Stake holders
-Marketing Communication
-UX Researcher
-CRM
-Apart from conversion optimizer above are the list of stake holders who can
contribute to UX research (directly or indirectly)
Axis Over-View
Approach
Here certain test or research will overlap across the quadrants. As mentioned
previously an On-site form analysis can give you qualitative and as well
quantitative feedbacks. Also the methods (AB test, email, GA etc) will keep
evolving and new methods keeps adding to the board.
Stake Holders
stakeholders are the ones who can potentially observe
and/or get user’s response, feedbacks etc. into the loop.
“Marketing Communication” is In the qualitative &
attitudinal quadrant of the axis. Consider a social media
manager who is part of marketing communication,
comes across a user’s post saying “coupon-slots at
checkout page are not easily visible….”(attitudinal
feedback) this input from the stake holder helps to
optimize and improve user experience at checkout.
UI/UX Optimization Flow
AB test
Forms
Surveys
Research
CRO
UX Researcher
Web Analytics
B-stake Holder
Stake Holders
Pouring:
Feedbacks
Response
Stats & Data
Pouring:
New Technologies
Wireframes
Design Concepts
Stake Holders
Design
Product
Technology
UI/UX
User
Users
Tests, Surveys
Observations,
insights
Ask/ Apply on
Users
Strategy Flow
Basic level Research on
potential audience for
effective deep research
Identify the Key
Area/section/concept to
optimize
Identify potential
Audience to research
Finalize the type of
approach(behavior
attitudinal/quantitative/
qualitative
Define the metrics and
variables “to get” and
“measure” the response
Identify the Sweet spot
to trigger/conduct the
survey /research to get
effective response.
Analysis and drive insights
out of research
Optimize (UI/UX)
- Thank You -
◎Divakar @ www.linkedin.com/in/parkavivasan

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User Experience Research Strategy

  • 2. Design & Models Design composites of UI and UX. It constantly evolves with users and technologies. A good design is to balance the conceptual model and mental model. Old Desgin New Design Conceptual Model: Conceptual models are actual models (flown from designer/in- house) that is given to users through interface of the product. Optimize Trend, User, Tech Mental Model: Mental models are from/related to users . i.e how they vision and idealize a topic or concept. In simple terms, what the user has in mind.
  • 3. Deep dive into Models Consider a user who never heard of Google glasses. And when it is given saying that you can see through differnetly and also talk to it. Immeditealy the user imagines and bulids lot of things around it, something like speaking to Jarvis from “iron man” or a projection that could be made on the wall or scanning eveyone like Arnold in terminator etc. User’s mental model comes from their previous experience with similar product or device, assumptions, things they have heard others say etc. Having mental models in Conceptual Model’s design process is really important. Going back to the glass example, as of now, even google has a similar version of “Jarvis” into its conceptual model “ok google”. This thought process are called mental models. Similarly someone who already used google glass will have differnet mental model from the one who not used.
  • 4. Matching the Models Connecting the concepts: when users are given with ideas/products/Websites, they have their own mental models. And when the website/ product matches and delivers the mental model through conceptual model. Then users finds it interesting and easy to connect. Breakdown The concepts of these models can be breakdown into deeper at page and elements level, it could range of an entire website to funnel path to page to font size of “Free Shipping” mnemonics . Input to Mental Model is obtained from users through various researches, feedbacks(on-site survey), analysis and observation(heat maps) etc. Optimizing (UI/UX) the product or webiste that matches the mental model happens by including mental model into conceptual model’s design process. Mental Model Conceptual Model
  • 5. Personalization As defined previously Mental models are something that “what the user has in mind”. Practically every users will have their own mental models and approach to the goals. So its difficult to summarize and come up with a conceptual model which matches every mental models. Thus personalization come into play. Example- With a goal of “product discovery” a user’s behaviour who knows “what to buy”, will be different from one who just comes with an general idea of “to buy something”. Then elements like banners, widegts, search results etc can align accordingly to each user. Personalization
  • 6. Defining the Approach Mental model’s data are sourced from Users through various researches and processes. This includes survey, interviews, feedbacks, statistical analysis, AB test etc. and the approach or type of data is classified into two Dimensions set. Behavioral and Attitudinal Quantitative and Qualitative Feedback Surveys Opinon On-site Analysis Testing Dimensions set Research Users
  • 7. Behavioral and Attitudinal An on-site survey can helps us to get insights on what actually user says. Attitudinal In simple terms this dimension tells about “what actually users says”. This includes opinion, feedbacks etc. Inputs to this can be sourced by conducting surveys, interviews, reaserches, studies etc..
  • 8. Behavioral and Attitudinal (contd) Behavioral This gives behavioral insights on “what users actually do” with product or website. A change in design(UI) with AB test can tell us how users deal with it. Test: An AB test to see whether CTA like “free 30 days trail” can helps in conversion. This gives you insights on whether do users actually click “trail” button or not. VS Buy Now World’s Best product at best price
  • 9. Qualitative and Quantitative Qualitative: This are open-ended or broad responses or research type. This again includes feedbacks, interviews, lab analysis by agencies, ethnographics. Ex- “how was your last purchase experience?” Inputs to this fall under qualitative approach, as user writes review of his experience. Quantitative dimensions which gives users response in terms of numeric or statistical data. Ex- 45% said prices are high and 30% got deals elsewhere etc. This allows users to provide open-ended feedback which cannot be represented in terms of numeric but adds values and provides further ideas to the research. Quantitative: Is defined in terms of numeric and statistical data. Ex- Rate your last purchase experience out of 5. User’s response to this question will be numeric value.1 2 3 4 5
  • 10. The Axis-TO Approach Behavioral Attitudinal QuantitativeQualitative -Heat Maps -AB Testing, MVT -flow & Funnel analysis, User attributes metrics vs site section -Card Sorting (Quantitative) -Reviews & Feedbacks -On-Site Survey (open-ended) -Agency’s Interviews and researches -Concept Analysis --Ethnographic Studies -Session Recording -Card Sorting (Qualitative) -Persona Tests -Moderate & Moderate observations -Form Analysis -Ratings -On-Site Survey(quantitative) -E-mail/ Intercept -Acceptance test
  • 11. The Axis –To StakeHolders Behavioral Attitudinal QuantitativeQualitative -Web Analytics -UX Researcher -Marketing Communication -Research Agencies -Brand -CRM -Business Stake holders -Web Analytics -UX Researcher -Business Stake holders -Marketing Communication -UX Researcher -CRM -Apart from conversion optimizer above are the list of stake holders who can contribute to UX research (directly or indirectly)
  • 12. Axis Over-View Approach Here certain test or research will overlap across the quadrants. As mentioned previously an On-site form analysis can give you qualitative and as well quantitative feedbacks. Also the methods (AB test, email, GA etc) will keep evolving and new methods keeps adding to the board. Stake Holders stakeholders are the ones who can potentially observe and/or get user’s response, feedbacks etc. into the loop. “Marketing Communication” is In the qualitative & attitudinal quadrant of the axis. Consider a social media manager who is part of marketing communication, comes across a user’s post saying “coupon-slots at checkout page are not easily visible….”(attitudinal feedback) this input from the stake holder helps to optimize and improve user experience at checkout.
  • 13. UI/UX Optimization Flow AB test Forms Surveys Research CRO UX Researcher Web Analytics B-stake Holder Stake Holders Pouring: Feedbacks Response Stats & Data Pouring: New Technologies Wireframes Design Concepts Stake Holders Design Product Technology UI/UX User Users Tests, Surveys Observations, insights Ask/ Apply on Users
  • 14. Strategy Flow Basic level Research on potential audience for effective deep research Identify the Key Area/section/concept to optimize Identify potential Audience to research Finalize the type of approach(behavior attitudinal/quantitative/ qualitative Define the metrics and variables “to get” and “measure” the response Identify the Sweet spot to trigger/conduct the survey /research to get effective response. Analysis and drive insights out of research Optimize (UI/UX)
  • 15. - Thank You - ◎Divakar @ www.linkedin.com/in/parkavivasan