4 User research

 

This chapter covers

  • Why user research is key to building a successful website or application
  • The different categories of user research
  • Relevant user research methods for digital products and websites
  • How to make use of research, define site objectives, and identify user needs

At their developer conference in the spring of 2012, Google publicly announced a new product called Google Glass. It was a pair of smart glasses; the most publicized feature was its camera and video recording capabilities. Other features included a touchpad and a display that wearers could use to look up information quickly. It was a shiny new piece of technology and surely innovative at a time when wearable technology was just starting to gain traction. But due to the nature of this piece of wearable technology and the focus on its camera and recording capabilities, privacy and security concerns were abundant.

4.1 Introduction to user research

4.1.1 User research seems costly, but failure is costlier

4.1.2 Initial data gathering

4.1.3 User personas

4.1.4 User needs

4.1.5 Defining site objectives: Aligning user goals and business goals

4.1.6 Creating S.M.A.R.T. goals

4.2 User research strategies

4.2.1 Qualitative vs. quantitative

4.2.2 User attitude vs. user behavior

4.2.3 User research methods

4.2.4 Research as a continuous phase

Summary