Review product to learn more about business goals, user needs, and technical limitations.
By implementing various UX research methods, like competitive analysis, user research, contextual inquiry, I'm able to gain valuable insights about users’ needs, behavior, and motivations.
Let’s look at all the stages covered in the research phase
- Competitive Analysis
- User Research
- User Story / Jobs-to-be-done
- Use Case
- Experience Map
- User Scenarios
- Let's talk!
- Next Stage
The saying goes, “Keep your friends close and your enemies closer”.
As far as digital products are concerned, this pretty much hits the nail on the head.
In order for a product to succeed, it’s essential that we keep tabs on competitors. This means monitoring what your competitors are doing and how successful they are in doing it.
And it’s our job to help you analyze your competitors and their products or services.
There are two key principles of a successful competitive analysis:
- Knowing what information to look for.
- Synthesizing that information into actionable insight.
It’s our aim to adhere to these principles so that you have full access to the benefits of competitive analysis:
- Identify ways to solve usability problems.
- Understand where your product stands in the market.
- Recognize market gaps that can be utilized.
- Acknowledge competitor’s weaknesses and strengths.
- Validate your design decisions.
- At this point of our UX design process, we want to connect with users to understand their decision making process.
- What drives them to continue using your product – or stop using it?
- What do they consider a deal breaker when interacting with your product – or a similar one for that matter? Is there a pattern in user behaviour that is worth looking into?
This is what we set out to find out and communicate our findings to you. User research lets us learn more about your users and their behavior. To carry out user research we employ diverse user research techniques.
Here you find two examples: surveys and personas.
Surveys are user research tools used to collect a large set of data about your users. Though they are mainly used to accumulate quantitative data, surveys can also be used to validate qualitative findings.
User personas are fictional characters that are created using research material and represent the different types of users that interact with your product, service, or brand. Generally, the persona is presented as a 1-2 page description of an archetypal user.
User personas typically contain the following bits of information:
User Story / Jobs-to-be-done
A user story is a brief – yet specific - scenario stating what the user wants to accomplish by using the product. It describes the most basic goal of a user, such as signing up for a new account, finding the checkout, contacting support, etc
Because they are short and specific, it takes a number of user stories in order to align the design with users’ goals. Nevertheless, they are an effective way to organize and prioritize design tasks.
Implementing user stories during our design process helps us accomplish three things:
- User stories ensure design is user-focused.
- User stories clarify design process to avoid feature creeps.
- User stories coordinate various stages of the design process.
The goal of the use case is to define the correct sequence of actions that users need to complete in order to accomplish the task at hand. A use case is made up of the following elements:
- Preconditions. Conditions that have to be met beforehand.
- Actor. Anyone who is using the system.
- Trigger. An event that causes an action to take place.
- Standard flow. The typical pathway a user takes to achieve goal.
- Alternate flow. A secondary pathway in the event a problem occurs.
- Stakeholder. Anyone with a vested interest in the behavior of the system.
By creating an experience map, stakeholders become more adept to recognise strategic opportunities, face user pain points, and optimise conversion funnels.
A storyboard is a chronological sequence of images that visually narrate the user’s ‘story’.
A user scenario is an extension of a user story. Its aim is to describe a fictitious story of a user accomplishing a goal by interacting with a product. Focusing on the user’s motivations, a user scenario documents the process by which the user might use a design in their persona’s context.