UX research for user-centred design

UX research is essential to achieve the success of a website. We explain all its keys and advantages.

What is UX research?

It is the process of the analysis, observation and tracking of how a website user behaves. The aim is to understand what each person is looking for and how they access the requested information. Depending on the reaction to the content, it will need to be remodelled, implemented or optimised to remain effective.

Now, what is UX research for? To certify that the development of each product or service fully matches what the potential customer needs. It is not only about meeting needs, but also about making each proposal beneficial and indispensable.

No website can achieve a proper impact if the above aspects are not checked. Improvements in the UX are synonymous with boosting organic traffic and, depending on the case, increasing conversions.

How to conduct UX research

Qualitative or quantitative? This is the dilemma we may face. Is it more important to know the amount of traffic generated or the customer’s opinion about the quality of the content? The key is to conduct a full investigation, not a partial one. This is the only way to find out what is right and what is wrong with the website in question. We add that:

• The quantitative research deals with statistical analysis and data that can be measured for future optimisation. It contributes to the detection of problems and future behavioural trends.
• The qualitative user research prefers direct observation of a user or a group of users. It focuses mainly on needs and behavioural analysis. The use of data from the direct vision of each experience makes its results very reliable.

User research methodologies

The user research methodologies are diverse and all have website improvement at their core. We review the seven most commonly used options.

Usability testing

Any user-centred designmust be analysed with a method that tests what their actual experience is like. Moderated tests make it easier for a participant to talk to a moderator to explain their opinion. In their statements is the answer to what the end-user’s needs and errors are.

The polls

To their easiness, scalability and speed add that they are one of the most popular choices. They facilitate data collection for all types of users. However, those who review the results may be left wanting more information, which may lead them to use other methods. Above all, they help us to get a broad overview of opinions by taking a wider sample of users.

Card sorting

It is also known as card sorting. The group of people collaborating should group tasks, information and characteristics according to a structure. It is about whether the website is well structured and whether it is easy to find the required information.

Focus groups

The method begins with the meeting of users with different characteristics. They are then encouraged to comment on what they would do to improve their experience. It is undoubtedly the best option to extend the results obtained in a survey. We must not forget that it is about listening to the direct opinion of those involved in the process.

The character mapping

It is also known as persona mapping. From each group of users, a character or type user is created. In this case, data from segmentation work is not used exclusively. Rather, differential nuances such as their possible needs or feelings are added. The more variety within the group, the better the chances of achieving the ideal website.

The A/B

We consider them extremely useful to check which product is the most suitable for which user group. An example is showing different people two different images of the same item. Each participant will choose his or her favourite version. It will identify where the difficulties lie and how their experience can be improved.

The interviews

They are a hybrid between a usability test and a focus group. The user can have a more direct conversation with the user. They are usually done separately and the exchange of information focuses more on the details of the experience. Also important are the attitude towards the analysed proposal, the interest and the challenge for the company to present its offer in the most appropriate way.

Guerrilla research

The concept created by Steve Blank is quite revealing. It is a low-cost method and contributes to the company having the answer to their questions with almost no time to react. Thus, it is not an ordinary survey, but a series of direct questions to anyone thinking of buying a product. In this case, the method does not require the use of Internet or company space. It is much better to get on the road and go to where the potential customers are.

By uploading the product or service, setting up a space in a bar, in a supermarket or in a football stadium, you can find out what the customer thinks of your idea. The results are surprising because respondents do not feel so conditioned by the survey itself.

The analysis of the information collected

The above methods yield up to eight different, but complementary, types of results. Most often there is a pattern in the behaviour of the potential customer. It is highly recommended to establish it and make it the basis for changes to be made to the website.

The UX research is the first step in making any website the best gateway to new customers. The new times demand to know all the details of who may end up buying a product or service. This is the only way to match supply and demand as closely as possible and to achieve a progressive increase in the level of conversion.