UX Research and the posi1ves and challenges of going digital Sarah Boden, Qantas Loyalty Festival of #NewMR 2017 UX Research Sarah Boden Qantas Loyalty 28 February 2017 and the posi?ves and challenges of going digital
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
UXResearch
SarahBodenQantasLoyalty
28February2017
andtheposi?ves
andchallengesofgoingdigital
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
WhatisUXdesign?
• Userexperience(UX)designistheprocessofenhancingtheuserexperienceofaproduct,website,orapplica1onbyimprovingtheusability,accessibility,andpleasureprovidedintheinterac1onwiththeproduct
• UXdesignrelatestodesigningen1renewdigitalproductsorrefiningexis1ngproducts
• UXdesignisnotnecessarilylimitedtodesigningdigitalexperiences-butthisismostcommon
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
HowisitdifferenttoMR?
• UXresearchisbasedonobservingbehaviouraswellasac1vitybaseddiscussion
– Observinghowausercompletesataskduringusabilitytes1ng
– Observinghowanofficeworkergoesabouttheirwork
• Workinanagileenvironment-workisarrangedinto2weeksprints
• Prac1cealeanapproachtoUX–lessfocusondocumenta1onmorefocusoncrea1ngtherightdesign
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
UXprocess–newwebsitedesign
Design workshops
(per feature)
Detailed design &
prototyping
User research (round 2)
Update design
Backgroundresearch
Finalise,tweak&implement
designs
Measureexperience
Con1nuousimprovement
User research (round 1)
Refine design
Clarifyobjec1ves
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
4typesofUXresearch
• Usabilitytes1ng(metricsbased)–tradi1onallymoderatedlabbasedtes1ng
• Itera1vedesign-usertes1ng–tradi1onallyguerrillates1ng
• Upfrontresearch–typicallydoneviauserworkshops,contextualenquiriesandsurveys
• Concepttes1ng–typicallydonebycrea1ngaprototypethatbringstoconcepttolifeandgaugingusersreac1onstotheconcept
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
It’sallaboutdigital–butit’slessdigital
• Tradi1onallyUXresearchhasbeenprimarilyqualita1veandconductedinalaborviaguerrillates1ng
• Meanwhilemarketresearchsurveyshavebeenconducteddigitallyforyears
• UXresearchhastoafarlesserextentu1liseddigitalmethodsforfieldwork–whichisquiteironicgiventhatitisallaboutdevelopingisdigitalproducts
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
UXresearchgoingdigital
• Tosupportourleanwayofworking–UXresearchatQantasLoyaltyisalmost100%digital
• Twoprimarymethods/tools:
– Onlinemoderatedusertes1ng(qualita1ve)
– Onlineunmoderatedusertes1ng(quan1ta1ve)
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
Onlinemoderatedusertes?ng
• Qualita1ve
• Involvesatwo-wayconversa1onsimilartoSkypebutwiththeusercomple1ngtasksviaaprototype
• Providesvideorecordingoftheen1resession
• Goodforitera1vedesigntes1ng
• Primarilyreplacesguerrillates1ng(andinpersonscheduledusertes1ng)
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
Onlinemoderated-Posi?ves
• More1meeffec1ve–quickertoorganizeandrun
• Userandmoderatordon’tneedtotravel
• Closertoreality–userisintheirownenvironmentontheirowndevice
• Muchcheaper-noroomhire,incen1vescanbemuchlower,andlessmoderated1meneeded
• Canaddressallrelevantusers–notjustthoseavailableinthelocalvicinity
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
Onlinemoderated-Challenges
• Technologyrequiresdecentbroadbandconnec1on–leadstotechissues
• Higherqualityprototypesneededtoadjusttotheusersdeviceandscreensize(althoughnotahighasforunmoderatedtes1ng)
• Don’tquitegetthesamelevelofviewingtheusercomple1ngthetasksasin-persontes1ng-whileyoucanseetheusersface,screenandheartheirvoice–youcan’taseasilyobserveanyotherbodylanguage
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
Onlineunmoderatedusertes?ng
• Quan1ta1ve
• Involvesuserscomple1ngtaskbasedques1onsviaaprototype
• Providesmetricsandvideorecordingoftheusercomple1ngtasks(screen,voice,andfacerecording)
• Canbeusedtotestconcepts,conductmetricbasedusabilitytes1ng,andforitera1vedesigntes1ngespeciallywhendecidingbetweendifferentdesignsop1ons
• Primarilydoneinsteadoflabbasedusabilityandconcepttes1ng
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
Onlineunmoderated-Posi?ves• Fastturnaround-canturnaroundin24hours
• Largersamplesizes–morerobustresults
• Elimina1onofmoderatorbias
• Abilitytogethardsta1s1cs
• Abilitytogatherothermetrics–easeofuseandsa1sfac1onmeasures
• S1llgetqualita1vefeedbacktodiagnosecauseofissues-viavideofootage
• Userusersowndevice–thereforenotconstrainedbythetechnology
• Itismorenatural–notinalab/contrivedenvironment
• Less1mecommitmentbyeachuser–theydon’tneedtotravelanywhere
• Canincludeusersfromacrossthecountry–notjustlocatedinthenearvicinity
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UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
Onlineunmoderated-Challenges
• Needtobuildhigherqualityprototypes
– tocatertothewidevarietyofdevicesandscreensizesused
– Andbecausethereisnomoderatedtogettheuserunstuck
• Thismeansmore1meandmoneyisspentonbuildingandtes1ngtheprototypesaresuitableandworkacrossdevices/screensizes
UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
ThankYou!
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UXResearchandtheposi1vesandchallengesofgoingdigitalSarahBoden,QantasLoyalty
Festival of #NewMR 2017
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