User research 101 - UXID - Indonesia

USER RESEARCH 101 UXID Jakarta, 2018
USER RESEARCH 101
Key User Research Methods, Personas andCustomer Journeys
Pedro Custodio
Natasha Tiarandalia

Hello &
Welcome!
CEO
Berry Books
Pedro
User Experience Lead @ XL Axiata
Natasha
Natasha

We only
know
what we
know.

Why User Research Card Sorting
Paper Prototyping
Field Studies
User Personas
Customer Journey
Resources
What next
USER RESEARCH 101
When to Research

RE·SEARCH (ˈrēˌsərCH,rəˈsərCH/)
1: careful or diligent search
2: studious inquiry or examination. Especially : investigation or experimentation aimed at the discovery and interpretation of
facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised
theories or laws
3: the collecting of information about a particular subject
https://www.merriam-webster.com/dictionary/research

Why User Research
1
2
Understand howpeopleperformspecific
tasksin order to achieve desired goals that
are important to them
Enrichesourcontextand perspective and
puts us in a position to respond with useful,
simplified, and productive design solutions.
3
4
Identify unarticulated needs and to fillin
anygapsin ourknowledge about our users,
context of use, challenges, pain points
and/or opportunities.
Alignourproductand businessstrategy
with the core needs and goals of our users
5
ImproveTeamsand stakeholders
communicationandcommonunderstanding
of problems and solutions.

User Research
User research focuses on
understanding user expectations,
behaviors, needs, and motivations
through methodical, investigative
approaches. Insights are then used to
ensure that all product design
decisions do benefit the user.
User
Research
Influence

When to Research

Assumptions
Concepts
Hunches
Opinions
Ideas
Identify
Needs
Opportunities
Problems
Pain Points
Questions
Analytics
Artefacts
Behaviours
Evidence
Experiences
Facts
Numbers
Photos
Quotes
Questions
Statistics
Video
Inform
Manage
Smarter
Questions
Sort
Cluster
Structure
Surface
Transcribe
Hypotheses
Identify
Data
Collect
Information
Transcribe,
Share
Knowledge
Analyse,
Cluster
Insight
Contextualise,
Synthesize
Wisdom
Reflect,
Assess
Apply
Evaluate
Initial
Frameworks
Iterate
Model
Pattern
Shared
Understanding
Smarter
Questions
Apply
Consistency
Experience
Mental Models
Prioritise
Robust
Frameworks
Test
Validate
Apply
Common Sense
Elevate
Predict
Understand
Limits
Reflect
Common Sense
Folklore
New Domains
New
Hypotheses
Process
Rituals
Source: The Field Study Handbook - Jan Chipchase
Evolution of Understanding

Tools vs Methods
Tools are concrete models, such as expectation and journey maps, they follow
specific structures or processes in order to facilitate a process or method.
Methods are processes or procedures one can follow in order to accomplish
something, for example conducting field study interviews as a form of research
in order to learn more insights.

DISCLAIMER
The following tools are by no means the only core
research tools & methods ...
This short list just happen to be our favourite and
most often used methods.

Field Studies
Allow us to learnby observing peoplein their user’s context
and location. Exploratory or Foundational research is used to
informs the direction of other activities such as road
mapping. FieldStudiescan informdesigndecisions andcan
put thefocuson outcomes, notfeatures.
Ethnographic Research, gaininsightintomental models and
social situations thatcanhelp designproductsand services
better fittedintoyourusers realityandlives. Particularly
helpful when your target audience lives in a culture different
from yours.

User Personas and
Archetypes
Support user-centered design throughout a project’s life
cycle by highlighting characteristics of key user groups
throughout design activities and deliverables.
Benefits:
● Create a common, more precise vocabulary, focusing
design efforts on a common goal
● Breaks the listeners out of self-referential thinking
and removes the speaker’s reliance on opinions
● Provide an easy way to describe the target audience
of a product or service.

Personas and Archetypes
can be complementary tools
which, when used together,
are more powerful than
either used in isolation.

Help design or evaluate the information architecture project,
a website or application. Participants organize topics into
categories that make sense to them
Benefits:
● Understand users' expectations and understanding of your
project themes and topics
● Help refine our information architecture and navigation
● Identify user priorities and mental models
● Can be run in person, remotely or in groups
Card Sorting

Exercise - Card Sorting
● Kitchen & Pantry
● Colors
● Food Dishes
● Countries (?)
● Go-Jek / Tokopedia
https://www.optimalworkshop.com/101/card-sorting

Prototyping
Allows you to create and test user interfaces quickly and
cheaply, from low fidelity options like paper prototyping (one
of the fastest and cheapest techniques you can employ in a
design process) to real code, or real physical prototypes of
your applications, services and interfaces
Benefits:
● Test frequent and early, giving each design iteration more
time in front of more users, which fosters innovation and
stabilization of concepts.
● Can be applied to pretty much ever product and service
research.

Usability Testing
In a lab or in a casual environment, this type of testing allows
to evaluate a product or service by testing it on real users,
uncovering direct input on they use the system.
Benefits:
● Can be molded to cover many other types of testing such as
functionality testing, unit testing, integration testing, etc.
● Fix issues that a user may face even before going live
● Testing various versions provides a qualitative feedback on
the early prototypes and gives an idea if the information
architecture and the layout are able to deliver the desired
experience.

Customer Journey Maps
A journey map visualizes the experience of a person over
time, allowing us to visualise the overall experience of a
prototypical customer has with a Service, a physical or digital
product, a brand.
Journey maps don’t include only steps where the customer
interacts with our company but reveals all relevant for the
experience.

Before you get trapped with
the perfect visualisation of the
journey, remember - the
process is more important than
the tool.

EXPERIENCE VS PRODUCT
Experience Maps
focus on the
situational context
of the user
and how touch points
are embedded in
the overall experience
Product Maps
focus only
on touch points,
representing the
interactions
between customer
and service, physical
or digital product

Setting the Stage
● Main Actor (Customervs Employee)
● Stages (product or experience)
● Steps (sequence of actitivies
● Storyboards (visuals)
● Emotional Journey (satisfaction scale -2 / 2)
● Ttouch points
● Stakeholders (internal and external)
● Dramatic Arc (engagement 1-5)
● Backstage Processes (enabling frontstage)
● Opportunities
● Goal
● Conversion Funnel

Setting the Stage (Experience Steps)
BEFORE DURING AFTER
Becoming Aware
Find out more Details
Understand
Consider
Enter
Prepare to Use
First Run
Create Repeated Value
Get Help
Resolutions
Grow usage
Evolve
Pay
Terminate
Share
Stay in the Loop
Return

Let’s Build a Journey Map Together
● Choose a new meal plan service
● Plan a diving/trekking trip to Bali
● Participating in UXID 2018

THANK YOU!
Pedro Custodio
Natasha Tiarandalia

User research 101 - UXID - Indonesia

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