Let’s recall that there are various types of user research, which helps in different aspects, this article will show how to choose between the following user research methodologies:
- Business Origami
- Kano Analysis
- Card sorting
- Attractiveness study
- Generative design
- Heuristic Evaluation
- PURE Evaluation
- HEART evaluation
- Usability Testing
- First Click Test
- A / B Testing
When I choose a user research methodology, they follow the next steps that will help to better understand the doubts that you have in the product or project, it works very well especially when the next step for the project is not perfectly understood.
To choose a user research you need to understand what you are looking for and prepare the entire ecosystem so that we can focus on what is important, so be more efficient over time, the following steps will be used to plan the user research prior to its implementation .
1) Problem definition
To choose the research we must first understand what needs to be learned, for that it is necessary to make a hypothesis of the problem that should be measured.
2) Hard Data
This section will work as evidence that the problem exists, to support the definition of the problem and not investigate the information we already have.
3) Ideal scenario
In order to have a better focus on the needs to be investigated, it is very important to know the information that is going to be sought so that in the next step we can already define the best method to find it.
In this section we will answer the questions:
- How do you look at this problem once it is resolved?
- What is the ideal solution to solve the problems raised?
Point 3 will give us enough information to know what we are looking for, at this time it will be our turn to find the best way to solve the problem, depending on the need we can choose a research method, the following are some of the methods more important:
5) List tasks
When the User Research method is defined, the first thing will be to list the tasks and materials that are going to be needed, it is recommended to make a script and a list of materials that will support us at the time of the investigation
The deliverables will help us to know how we are going to present the information when doing the analysis and it is important to define them so that when applying the research and saving the data it is in the best format compatible with the deliverable.
It is important to generate OKR’s (objectives and key results) to measure in order to focus the data generated on the indicators that are useful to us at the moment.
Before doing an investigation it is recommended to practice the user research method to be implemented with test people to find faults and so be much more agile and beneficial when applying it to the correct target.
In projects or products of digital development in which one works in an endless cycle of development and improvement there are some user investigations that are usually used depending on the phase in which they are.
User Research can be used throughout the development, although the typical phases to do so are:
- By understanding the problem
- By validating the ideas generated
- When testing prototypes
- In development testing
- In the final measurement phase of the sprint
The following graphic is very useful for understanding the research methodology to be used.
In the graph some methodologies were shown, but what is recommended is to implement an investigation depending on the doubts that are had because each project is different.
By type of investigation
To choose the usability test can be divided into 4 quadrants depending on whether it is attitudinal or behavioral + Qualitative or quantitative
Quantitative – tells you how much and how much,
The type of interaction with users is direct, the analysis is deduced from the statistical and mathematical part. It tells you, where there are problems, but it does not tell you the reason why there are problems, this happens because the questions are closed.
Survey, Usability tests, Attractiveness studies
Qualitative – Tells you what, how and why
Once you analyze a person interacting with the product, it is possible to analyze and investigate possible improvements. The analysis is not mathematical and is based on the criteria of the team and the observer, it helps you draw conclusions based on the behavior
- contextual dives
Attitudinal – Tells you what people say and say.
It helps to understand the changes in people’s beliefs, it helps you to measure the importance towards certain characteristics of your product or service
- Surveys: They help generate opinions about what people think and say about your product
- Card sorting
This can help to assess the type of results that the research throws, understanding if one learns what they think vs. what they say and if interpretation is needed or is subjective.