Trends in user research methods - WIAD17

Reto Lämmler

Trends in User Research Methods

@rlaemmler

Methods at a glance

Qualitative

• User Test• Interview• Focus Group

Quantitative

• Online Survey• Design Survey• A / B Test• Journal Study

Trend #1

Qualitative studies are getting more often backed with quantitative data.

Why?

Often times decision makers don‘t trust the small sample size of qualitative research and want also quantitative proof.

Example:

Redesign of a website‘s navigation. Besides usability tests, we see an increase in Treejack surveys.

Trend #2

User Research at home is trending more than remote tests.

Why?

Interviewing inside the natural environment answers questions across the user journey and not just a single touch point like a user interface.

Example:

Zalando wants to understand the user journey from buying to unboxing to dressing to stowing or returning. Doing this in the lab wouldn‘t give any true insights.

http://www.sonntagszeitung.ch/read/sz_09_10_2016/fokus/Macht-euch-die-Haende-schmutzig-68910

Trend #3

Micro tests are preferred over long formal user research studies.

Why?

In an agile environment UX Designers want to find quick answers on small design questions without the need of doing a big formal user research study.

Example:

To verify that a primary call to action is understood, you don‘t need to do a 45min in-house user test. Just run a design survey with www.verifyapp.com

TestingTime‘s approach to micro feedback.

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