HOW TO INCORPORATE USER RESEARCH IN YOUR PROJECT

BY

Chintan Radia & Stavashil Jagtap

iBASH2016

Agenda

● What is user research?● Why user research?● User research techniques ● How to choose correct technique● Collecting feedback● Challenges with user research ● Case study : Sales Systems (TechOps)

Research is an integral part of UCD process

USER RESEARCH METHODS

4

QUANTITATIVE QUALITATIVE

EVALUATIVE

GENERATIVE

▪ Surveys

▪ Contextual enquiry

▪ Focus groups

▪ Interviews

▪ Personas

▪ User journey

▪ A/B testing

▪ Analytics

▪ Sentiment analysis

▪ Concept validation

▪ User testing

User research methods are applied at different stages of strategy, design and delivery to either generate new ideas or validate designs with users.

WHY

● To know your users.● Get insights about how user interact with the system.● Get right requirement from right people at right time.● Validate your assumptions.● To backup your design with data points.● To make user friendly system.● Lot of development time can be saved if it’s done correctly. ● Changes to product in later stage of development cycle are very expensive

USER RESEARCH TECHNIQUES

CONTEXTUALENQUIRY

Go and see, get inspired

FOCUS GROUPCollaborative design challenges

COMPETITIVE REVIEWGet your users test competitive products

EXPERT REVIEWSEvaluation of an existing product

PERSONASModeling your target users

USER JOURNEYMapping customer touchpoints and experiences across channels

PROTOTYPINGCollaborative design challenges

USER TESTINGKnow your users

● Decide the objectives of user research.● Define your audience.● Know the time & budget constraints.

HOW TO CHOOSE CORRECT TECHNIQUE

COLLECTING FEEDBACK AND SUMMARIZE

● This is the key aspect of user research. ● Depending on what technique you have used, ways of collecting feedback varies.● Accurate data analysis will help you find the correct direction for product

development.

CHALLENGES

● Mixed feedback from users. ● No clear trend from the results. ● Challenge to find right users at right time.

CASE STUDY : SALES SYSTEM TEAM (TECHOPS)

● User research has played a key role in making decisions in product development.

● Sales system team has build two products :○ CP Dashboard : Reporting tool for CST’s & CP build on Gofigure platform.○ SalesFunnel : Internal opportunity management system build on top of

Salesforce CRM.

CP Dashboard

Questions we were able to answer using user research

● User journey between CP dashboard , GoFigure & SalesFunnel.● What level of details should be available on tiles. ● Navigation between tiles and different views. ● Necessary changes in UI to make it more user friendly.

Change in design based on user feedbackStaffing tile before user testing Staffing tile after user testing

Change in design based on user feedbackPipeline tile before user testing Pipeline tile after user testing

Change in design based on user feedback

Navigation before user testing Navigation after user testing

SalesFunnel

Questions we were able to answer using user research

● User survey helped us decide what information is important for our users on staffing page.

● Based on user feedback, we made changes to the design and user interactions.

● Ongoing user feedback and incorporate those changes throughout the product life cycle.

Thank you

USER RESEARCH IS A KEY FOR A SUCCESSFUL PRODUCT