Webinar highlights: User research methodologies and designing for mothers
User research is broad, and the methodologies you can use to discover answers to your questions are endless. To make some sense out of the main types of user research, UXTesting partnered with the User Experience Meet-up for Experienced Designers – London to host an online seminar on user research methodologies. Catch up on the most interesting insights and more info about the organizers below.
Types of UX research
There are many aspects of your users that you can study. But you can often get the most honest UX insights by focusing on your users’ behavior (think of usability testing, A/B testing, eye tracking, etc.) instead of their opinions; because censoring what you say is easy, censoring your behavior is downright hard.
Whichever method of UX research is best for you depends on what you want to discover, what resources you have available, and even just your personal preferences. This article by the Nielsen Norman Group to read about the most common UX research methods in detail.
In remote user testing, your testers are at home and perform the research via a video-call with you in moderated testing or via a remote testing service in unmoderated testing. The benefit over testing in person is that remote testing tends to be cheaper and faster than traveling to your users, the tests show participants in a more natural and relaxed environment, and you can discover external factors that affect your users that might not show up in in-person tests.
In moderated testing, it is easy to guide your testers through the research; but it tends to be more time consuming and harder to schedule tests with testers than for unmoderated testing.
With unmoderated testing, you do not need to help testers as they do the tests and you can see testers in a more natural state as they browse the web. But the key is getting your research script right and your tasks clear to keep your testers on track to get the results you want.
Go from making people want things To making things people want ”
UXTesting provides software to conduct and analyze remote unmoderated user testing. Design your project online, invite people to test your digital products on their personal devices, and analyze the user tests on UXTesting’s website.
Through setting specific tasks for testers and adding surveys at key times in the research, you can guide your testers through the research and ask them about their experience with each task right as they completed the task.
With the collaboration platform and the emotion detection technology, you can analyze the tests more effectively.
Case study: Designing for mothers
An e-commerce store for baby supplies used UXTesting’s remote testing software to study the shopping behavior of mothers with babies in a more natural environment, and discovered some fascinating insights.
- Your users are easily distracted. - Discover why and design around it, not against it.
In tests performed remotely the mothers were easily distracted by their babies during the research. But in user tests performed in-person the mothers were rarely distracted to the point they had to pause the test, but some stated they felt pressure to remain focused on the website.
In the pressure-free environments of the remote tests the store’s UX team discovered that the mothers frequently paused the test to tend to their babies, which seemed to match well with the site’s high exit rate on product pages. Users often browsed through products, but got distracted to tend for their child and left the site before completing their purchase.
- Optimize for onehanded use for mobile.
Through testing the site’s performance on mobile devices, the UX team discovered that lefthanded mothers struggled to use the website onehanded. Opting instead to put their baby down and use their phone twohanded. This increased distractions for the mother and barely any lefthanded testers completed their purchase in one sitting.
The store introduced separate lefthanded and righthanded versions of their mobile site, which allows lefthanded mothers to hold their baby and shop at the same time.
- Understand what your users need to be convinced and who they trust.
All mothers that took part in this research really feel their babies mean the world to them, and they want them to grow up safe and happy. Mothers want to know if the products are safe for their babies and they want to hear the experiences of other mothers using the products.
The UX team introduced simple icons with important product information (e.g. no BPA, BPS, or other chemicals) and encouraged customers to leave reviews on the products they have bought.
- The results
The store saw its conversion rate increase, especially among speedy single-item purchases where mothers purchase a product they like before a distraction takes their mind off the website.
Later research also showed a positive response from testers on the emphasized customer reviews and key product information on product pages.
About the organizers
These insights are from an online seminar on user research methodologies organized by User Experience Meet-up for Experienced Designers – London and UXTesting.
Click here to join the meetup. They are building a community of UX professionals in London to come together and discuss practices and innovation in the UX industry.