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Why User Research Matters So Much In UI UX Design Agency?

The purpose of UX design is to provide items and services that people enjoy using. But how can we tell what people really need? How can we put ourselves in their shoes and get insight into their motivations and the issues they need our goods to address? User research is the key here and no UI UX Design Agency will deny that for sure.

User research is the practice of gathering information about the people who will use your product. UI UX Design Agencies may better serve their customers and achieve organizational goals by doing thorough user research before developing any new products.

However, from simple to complicated, there are many types of research you may do to learn about your consumers. It’s also possible to do research using a variety of techniques. It’s helpful to be able to evaluate when and what sort of user research is most crucial, as these aspects might vary depending on a variety of circumstances, such as time and funding.

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What’s the Best Time to Conduct User Research for Any UI UX Design Agency?

Research with actual users shouldn’t be a one-and-done deal. User research should be done at every stage of the design process, with different approaches taken at each stage to address specific questions.

In the discovery phase, for instance, you should aim to undertake user research that helps you learn about and empathize with your users and their requirements. You haven’t built anything yet; therefore, it’s important to learn about people’s tastes, opinions, and concerns.

The purpose of user research throughout the design process is to provide insight into how well your proposed solutions will really perform. In this phase, you test whether or not your ideas are easy to use and identify any potential points of confusion.

After a product has been released to the public, researchers may still learn from their target audience by looking at use stats and customer feedback. These indicators may help pinpoint problem areas and provide insight into the extent to which a product continues to satisfy its target audience.

User Research Methods in UI UX Design Agency: Qualitative vs. Quantitative

Quantitative and qualitative approaches are equally valid in user research. Which one or both, you utilize will depend on the research topic you’re trying to answer.

Qualitative Research Method in UI UX Design Agency

Finding out how people feel about an issue is at the heart of qualitative research. The acquired information often takes the form of text and is used to better understand users’ motivations, processes, and inclinations.

Ethnographic studies, in which individuals are observed in their natural habitat, are one type of qualitative research, as are in-depth interviews, surveys with free-form questions, and focus groups. Ethnographic studies are only one illustration of how time-consuming this approach can be. A focus group, on the other hand, can be organized and held in a single afternoon.

In either case, qualitative research moderators usually require the presence of at least one human facilitator. However, just a small number of people in a study are required to find significant findings. In general, qualitative research is most helpful during the design process’s discovery phase.

Quantitative Research Method in UI UX Design Agency

Data from quantitative studies is typically presented numerically. It provides more tangible answers than qualitative research, such as how often a product is used, how long a user interacts with a product, or how many pages a user views.

Multiple-choice and yes/no question surveys, click-through rates, split-testing, and eye tracking are all examples of quantitative research approaches. It is not necessarily essential to oversee these kinds of research because they may frequently be automated, with participants following suggestions on a computer screen.

However, additional volunteers are needed to collect enough data for reliable conclusions to be drawn. In the design phase, when time is of the essence, quantitative research may reveal rapidly if certain UX solutions are performing as planned.

Because of their differences, qualitative and quantitative research can support one another. Mixing qualitative and quantitative techniques is what we mean when we talk about doing a mixed-methods study. Measurable data may be collected, and the underlying motivations for people’s decisions can be better-understood thanks to this type of study.

Recruiting Participants

Finding suitable participants is crucial to the success of any user research project in any UI UX Design Agency. However, recruiting people to take part in your study and securing their consent might be difficult. You have a few options, but they all require the same initial step.

Identifying the kind of people you want to take part in your study is the first step in the recruitment process. This should be determined by the kind of people your product is designed to serve. Next, you’ll design a short survey (a “screener”) to collect information about possible participants and narrow down the pool to those who are the most like your target audience and most likely to provide useful feedback on the product.

Here are the steps you need to take to design a screener and start recruiting subjects:

Step – 1

The first step in recruiting participants is to determine their key demographic and other features. If you’re making an app to help recent high school and college grads find roommates, your users will look significantly different from those who will use your application to check men’s heart health. But don’t make your criteria too rigid, or you can end up cutting out more people than you need to.

Step – 2

The next step is to build a screener. This consists of a set of questions designed to determine whether or not a certain participant is suitable for the research. Using a survey platform like SurveyMonkey or Qualtrics, you may build a screener that can automatically filter applicants based on their responses.

Step – 3

The last step is to choose a method of employee acquisition. Several approaches exist, each with their own set of advantages and disadvantages. A competent recruiting service can help you identify and screen volunteers. This method of hiring takes the least amount of time, but it also costs the most.

On the other side, you may find potential recruits through your existing social media networks, in online forums about the product you’re producing, or even amongst your current coworkers. It will save money in the long run, but this method is slower.

However, a major possible negative is that respondents may be biased in their answers. They may be less inclined to give you their honest opinions in your research if they know you or are already aware of the product you’re developing.

The quantity of participants you require might vary greatly; therefore, how you go about finding them will also be influenced by the type of study you’re doing. The Nielsen Norman Group recommends that for qualitative usability research, you just need to recruit five people. If you want to get statistically significant findings from a quantitative study, you’ll need at least 20 participants (and ideally closer to 35).

Conducting Data Analysis in UI UX Design Agency

After the completion of the research, a substantial amount of data will remain. To make use of the aforementioned data, it is imperative to extract significant inferences. The process starts with the analysis of the data. If an individual has undertaken a qualitative study, the subsequent analysis will likewise adopt a qualitative approach. Conversely, if an individual has conducted quantitative research, the ensuing analysis will employ a quantitative methodology.

Quantitative analysis Method in UI UX Design Agency

The process of quantitative analysis necessitates the statistical assessment of the collected data. The numerical data obtained must be organized into a dataset, often in a spreadsheet format. In this format, the rows correspond to the responses of each participant, while the columns reflect the questions they have answered.

Next, the obtained data on each variable will be subjected to analysis using statistical software such as SPSS, or, alternatively, formulae available on spreadsheet platforms like Google Sheets or Microsoft Excel. For instance, in investigating the efficacy of a novel tool designed for locating and reserving hotel accommodations, an examination of the collected data may involve analyzing various factors.

These factors include the duration participants took to identify a hotel that met their preferences, the specific components of the tool that were predominantly utilized by the participants, and the instances in which users discontinued the booking process, along with the corresponding timing of such occurrences.

Qualitative Analysis in UI UX Design Agency

Qualitative analysis is more subjective and effort-demanding than quantitative research but can lead to even greater discoveries. Once again the first step is to arrange your data. Although qualitative data will mostly be in the form of words – either based on your research notes, transcripts of interviews, or written replies to open-ended questions — you’ll likely want to use a spreadsheet where each row comprises the data obtained from one participant.

You’ll then evaluate the data, searching for patterns and repeating themes. One of the greatest methods to achieve this is to build codes for each theme you find. A code is simply a descriptive name that you may provide to any fragment of text that brings up the mentioned topic.

For instance, to go back to the hotel booking tool, if one of the trends you find is participants continuously citing a wish to know whether the hotels they may book include on-site restaurants, you can use the code “restaurant” to mark the text anywhere this issue arises. You may accomplish this manually or with a qualitative analysis tool such as NVivo or Dedoose.

After you’ve coded your data, you might get insight by organizing the codes into broader topics. Codes like “restaurant,” “view menus,” and “free breakfast,” for instance, might be grouped together under the heading “on-site food access.”

Sharing And Synthesizing User Research in UI UX Design Agency

As a UI UX Design Agency, synthesizing your data is the final step before presenting your findings and suggestions to stakeholders and clients. Keep in mind that this should relate back to the reasons why you decided to perform user research in the first place. Any summary of your study should give top priority to insights that help you achieve your aims.

If one of your aims was to find out which hotel amenities guests value most, then you should start by discussing those results. Then, report your results and give suggestions on how they should inform the development of the hotel booking tool you’re making.

We recommend a format in which each discovery from your study is followed by three bullet points:

  • One, because of the new understanding it enables
  • One for advice based on your analysis
  • Another for an action that the design team may complete after deciding how best to implement the suggestion

Participants wanting to identify hotels with restaurants on-site is an example of a finding that might lead to useful insight, such as the need for a way to rapidly ascertain whether hotels in a certain city offer restaurants. Then, you may suggest that each hotel make details about its in-house dining options prominent and simple to find. This can be followed by a more in-depth discussion of the discovery, complete with supporting facts like citations and examples.

All of this has to be presented in a way that makes it simple to communicate with and comprehend by your clients and other interested parties. It doesn’t matter if you provide a live presentation or deliver a PDF with the material to the stakeholders to read at their own pace. If you want your stakeholders to feel compassion for the people you study, you must give them a platform to share their stories.

Discussing the design solutions you’ll use in the user experience should follow after you’ve shared your results. Take advantage of these talks and apply the user research findings and suggestions to improve your product.

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