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UX Methodologies and Techniques

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Data analysis

Data analysis involves drawing conclusions from existing data (e.g., on a narrow group of subjects) and then translating the results into a broader context (e.g. the entire target group). Such data can be collected by, among others, surveys, card sorting, A/B tests, UX research.

Analysis of the competition

Competitive analysis is about looking at how competing brands are dealing with a given issue. The test person takes into account the specific processes and solutions that the user performs on the tested site or application, and then analyzes the same processes and solutions on competing sites or applications.

It is worth mentioning that this type of analysis also aims to find inspiration and interesting solutions, also outside the direct competition. It often happens that certain ideas can be used on the pages of brands completely unrelated to each other — UX experts like to adapt innovative solutions to different projects.

UX audit

Usability Heuristics are generally accepted design principles. UX specialists use this technique to check their application in the project. This technique of parsing does not require high expenditures of money and labor.

In this type of audit, the heuristics developed by Jakob Nielsen in 1994 are most often used, which are still extremely current.

Research with users

Research (testing) with users is one of the methods of verifying the mockups of the website. Meeting with real users of the designed website is invaluable and results in a significant increase in the usability of the final product. User testing can be used at many other stages of the project — even at the stage of creating the assumptions of a new digital product. They are also used in the conversion optimization process for E-commerce websites.

Eyetrack Research

Eyetracking is a study during which the eye movement of a user who explores a page or application is tracked. The study takes into account not only what the subject looked at, but also how long or in what order individual elements of the website caught his attention.

The result of the eyetracking study is the creation of a heatmap (heat map), which is a graphical representation of the movement of the subjects' eyes. Eyetracking is not based on the statements of the subjects, but only supports with them their real actions, that is, how they actually move on the site and how they look at it. However, it should be borne in mind that this research method is quite expensive and can require a lot of labor and time. For this reason, it is worth considering before deciding to use it whether it is really necessary.

Contextual research

Contextual studies are studies that are carried out in specific circumstances, such as when using a mobile application at a bus stop, waiting for a bus or platforms for employees in the office. This type of study allows you to observe the way of navigating, for example, the application in real circumstances. Such tests are often taken as a supplement to standard usability tests, which are carried out in enclosed spaces.

Guerrilla research

Conducting such a study, the researcher leaves the office and literally enters the world of users. Guerrilla research takes place in an undirected environment and situations, such as in a cafe.

Such studies are carried out on random persons met by the researcher, and their advantage is that they can be carried out without much labor and financial resources.

IDI: in-depth interviews

IDI is an abbreviation of the English name Individual In-Depth Interview, which translates as an individual in-depth interview. Such an interview is a research method that consists of a conversation between the researcher and the subject on a specific topic. The form of research as a conversation is often chosen because it allows to better understand users and understand their problems, motivations, opinions and experiences. In-depth interviews are useful when modeling or redesigning a project, as well as when examining the context of its use.

Testing with users

Tests with users resemble IDI with the difference that the service or its mock-ups are tested during the study. This means that in the scenario, in addition to questions, there will be many tasks, e.g. making a purchase, finding a specific product on the site, subscribing to the newsletter.

Questionnaire interview

The purpose of this study, like direct conversations with users, is to obtain first-hand information about how the website/application is perceived, what are the problems, strengths, etc. With questionnaire interviews, the difference is that there is no need to meet and have a conversation with the researcher. The respondent's task is only to fill out a survey.

The advantage of this type of survey is the ability to know the opinions of a large number of people in a relatively short time and with relatively little effort. Unfortunately, however, with this form of research, due to the lack of direct contact, it is not possible to ask the user about certain issues. In addition, the questionnaire study is definitely more declarative, so the data obtained in this way may be erroneous. The questionnaire interview is therefore most recommended as a complement to the heuristic audit, while in the case of usability tests, direct tests with users are recommended.

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