When to use : Field testing will be most effective if you want to identify additional problems and shortcomings of a digital product. This method is appropriate for both testing mobile applications and analyzing websites with online stores, portals, catalogs, etc.
Advantages : obtaining information “first-hand”; identifying problems that cannot be identified when conducting research in laboratory conditions.
Disadvantages : the cost of conducting it can be high, and there is also a risk of getting a subjective opinion.
Focus groups
A focus group is one of the most common research methods. Focus groups typically consist of a small number of respondents (usually less than ten), and the survey itself is conducted in an informal setting. This method is used to collect information about users, their problem areas, preferences, and how they interact with the product.
The process itself looks like this: focus group participants gather together to discuss topics pre-determined by the moderator. Respondents will answer questions, expressing their own opinions and wishes to help designers develop better solutions.
When to use : This technique is useful for gathering information about key user problems and pain points, as well as for better understanding what users expect from interacting with the product.
Advantages : Relatively fast data collection due to interviewing several respondents simultaneously in a short period of time.
Disadvantages : Because focus group discussions can be spontaneous and unstructured, it can sometimes be difficult to analyze the final results.
Diary research
A diary or camera study is a review of a user's impressions and opinions about using a digital product, recorded in written or video form.
The main advantage of this method is that respondents can provide feedback in real time, avoiding generalization, censorship and edited responses.
When to use : This type of analysis can be done remotely, involving users from different cities, countries, and continents. So if your product is aimed at global markets, this method will be very useful.
Advantages : low cost of implementation, can attract a huge number of respondents.
Disadvantages : When choosing this method, be prepared to analyze a large amount of data. Thus, you will have to watch each video, decode it, and only then draw conclusions. In addition, respondents who are not accustomed to working with a camera may be uncomfortable joining the study, which means there is a chance of getting false results.
Read also : Why CRO and real cell phone number list UX Design Can't Exist Without Each Other? 5 Tips for Finding a Balance Between the Directions
Card sorting
Card sorting is a lesser-known method, but it can be useful for learning how people categorize and understand information. In the study, users are given a series of cards representing different categories or concepts. Users are asked to sort the cards into different groups, not based on instructions, but based on what makes the most sense to them.
When to use : This research method can be very useful for developing the information architecture of a website. A clear and logical interface is the key to success for online stores, mobile applications, etc.
Advantages : can be conducted both offline and online, which reduces the costs of implementation. The method allows you to compare different ideas and concepts in order to choose the option that will be the most logical and convenient for users.
Disadvantages : may lead to ambiguous results. Since each person is unique, each of us has a different vision of a convenient information structure. Therefore, analyzing and structuring the results can take a lot of time.
Usability testing
Usability testing is critical to any project. It ensures that the final product serves its purpose, is easy to use, and that any shortcomings or bugs can be fixed before launch.
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This method involves conducting a series of tests with a small group of users. Usability tests can be moderated (there is a moderator who manages the testing process) or unmoderated (there is only a group of participants who individually perform a series of tasks). Learn more aboutusability testing, and also aboutstages of its implementationyou can in our previous materials.
When to use : Usability testing is appropriate for any digital product at all stages of its life cycle. It allows you to identify problems and shortcomings in time, as well as eliminate them without reputational and financial damage to the project.
Benefits : helps turn theoretical assumptions into confirmed hypotheses. Thanks to the research results, you will know for sure whether the product meets the expectations of users.
Disadvantages : When conducting lab usability testing, the cost can be high.
A/B testing
A/B testing is a common and effective method for studying user behavior. It involves offering participants several versions of your product. The differences may lie in the overall layout, design solutions, hierarchical structure, etc.
During A/B testing, one group of users is shown version A of the product, and another is shown version B. As a result, you can evaluate and compare the effectiveness of each variant. For example, key metrics could be clicks; time spent on certain tasks; number of page views.
There are many services that will help you conduct A/B testing.Google Optimizeis gradually becoming a thing of the past, giving way to its analogues:FreshMarketer,VWO,Optimizelyetc.
When to use : This method is most often used to evaluate the usability of the user experience. In particular, it can be applied from a sales perspective to evaluate which version will generate more interest.
Benefits : Helps quickly resolve design disputes or make changes to an existing product. A/B testing helps you understand which interface will be more effective and useful for potential consumers.
Disadvantages : To obtain statistically significant results, it is necessary to involve as many respondents as possible. Given this, the costs of implementation may be too high for small companies.
UX Research Methods