This document discusses user experience (UX) research and marketing research. It defines UX research as understanding users and the context in which they use products in order to uncover opportunities and understand why things happen from the user's perspective. Marketing research is defined as understanding purchasers and the context of purchase in order to uncover market opportunities and understand what is happening from the company's perspective. The document then outlines different types of research methods that can be used for UX and marketing research like interviews, usability testing, surveys, and analytics reviews. It provides guidance on choosing methods based on the product stage and type of questions being asked.

1. Serve Your Customers Better
with User Experience Research
Amanda Stockwell, VP of UX
@352Inc
@MandaLaceyS

2. Overview

3. 3
What is User Experience?

4. http://semanticstudios.com/user_experience_design/

5. http://uxdesign.com/assets/ux-defined/user-experience-design-diagram.jpg

6. http://www.studioaum.in/

7. http://userexperienceproject.blogspot.com/2007/04/user-experience-wheel.html

8. THREEFIVETWO/@MANDALACEYS
8

9. Underst anding
the people who
use a product or
service
Catering how that
product is made
to fit the needs of
said users.
DESIGNRESEARCH

10. 10
USER EXPERIENCE
RESEARCH
Identify the goals of people
involved with using a system or
product.
Understand the context in
which someone uses a product.
Test how well solutions fit
users’ needs.

11. 11
What is Marketing Research?
THREEFIVETWO/@MANDALACEYS

12. 12
MARKETING
RESEARCH
Understand the purchasing decisions
of existing or potential customers.
Identify what types of products or
services which consumers will buy.
Help determine the best ways to
spread the word about a new
product or service.

13. USER EXPERIENCEMARKETING
USERS
CONTEXT OF USE
UNCOVERING PRODUCT
OPPORTUNITIES
UNDERSTAND WHY
THINGS ARE HAPPENING
SERVES THE USERS
BUYERS
CONTEXT OF PURCHASE
UNCOVERING MARKET
OPPORTUNITIES
UNDERSTAND WHAT IS
HAPPENING
SERVES THE COMPANY

14. USER EXPERIENCEMARKETING
USERS
CONTEXT OF USE
UNCOVERING PRODUCT
OPPORTUNITIES
UNDERSTAND WHY
THINGS ARE HAPPENING
SERVES THE USERS
BUYERS
CONTEXT OF PURCHASE
UNCOVERING MARKET
OPPORTUNITIES
UNDERSTAND WHAT IS
HAPPENING
SERVES THE COMPANY

15. USER EXPERIENCEMARKETING
USERS
CONTEXT OF USE
UNCOVERING PRODUCT
OPPORTUNITIES
UNDERSTAND WHY
THINGS ARE HAPPENING
SERVES THE USERS
BUYERS
CONTEXT OF PURCHASE
UNCOVERING MARKET
OPPORTUNITIES
UNDERSTAND WHAT IS
HAPPENING
SERVES THE COMPANY

16. USER EXPERIENCEMARKETING
USERS
CONTEXT OF USE
UNCOVERING PRODUCT
OPPORTUNITIES
UNDERSTAND WHY
THINGS ARE HAPPENING
SERVES THE USERS
BUYERS
CONTEXT OF PURCHASE
UNCOVERING MARKET
OPPORTUNITIES
UNDERSTAND WHAT IS
HAPPENING
SERVES THE COMPANY

17. USER EXPERIENCEMARKETING
USERS
CONTEXT OF USE
UNCOVERING PRODUCT
OPPORTUNITIES
UNDERSTAND WHY
THINGS ARE HAPPENING
SERVES THE USERS
BUYERS
CONTEXT OF PURCHASE
UNCOVERING MARKET
OPPORTUNITIES
UNDERSTAND WHAT IS
HAPPENING
SERVES THE COMPANY

18. USER EXPERIENCEMARKETING
USERS
CONTEXT OF USE
UNCOVERING PRODUCT
OPPORTUNITIES
UNDERSTAND WHY
THINGS ARE HAPPENING
SERVES THE USERS
BUYERS
CONTEXT OF PURCHASE
UNCOVERING MARKET
OPPORTUNITIES
UNDERSTAND WHAT IS
HAPPENING
SERVES THE COMPANY

19. Marketing Research=This woman is stressed

20. UX Research=This woman is stressed because
she’s working from home with her sick baby.

21. Types of Research

22. 22
User Experience Research Methods
Moderated usability tests
Unmoderated usability tests
Diary Studies
A/B or multivariate tests
Eye tracking
Click tests
Impression tests
Usability benchmarking
Strategy workshops
Card sorting
Store intercepts
Contextual inquiries
Participatory design
Interviews
MROC or panel discussions
Support log reviews
Customer feedback reviews
Desirability tests
Analytics reviews
Surveys
Focus Groups
Competitive Reviews

23. 23
Marketing Research Methods
Card sorting
Store intercepts
Contextual inquiries
Participatory design
Interviews
MROC or panel discussions
Support log reviews
Customer feedback reviews
Desirability tests
Analytics reviews
Surveys
Focus Groups
Competitive Reviews
Funnel Analysis
Web Traffic Analysis
Engagement rate
Market Analysis
Pricing Surveys
Brand Perception Tests
Segment Analysis

24. 24
Research Methods
Moderated usability tests
Unmoderated usability tests
Diary Studies
A/B or multivariate tests
Eye tracking
Click tests
Impression tests
Usability benchmarking
Strategy workshops
Card sorting
Store intercepts
Contextual inquiries
Participatory design
Interviews
MROC or panel discussions
Support log reviews
Customer feedback reviews
Desirability tests
Analytics reviews
Surveys
Focus Groups
Competitive Reviews
Funnel Analysis
Web Traffic Analysis
Engagement rate
Market Analysis
Pricing Surveys
Brand Perception Tests
Segment Analysis

25. 25
Research Methods
Moderated usability tests
Unmoderated usability tests
Diary Studies
A/B or multivariate tests
Eye tracking
Click tests
Impression tests
Usability benchmarking
Strategy workshops
Card sorting
Store intercepts
Contextual inquiries
Participatory design
Interviews
MROC or panel discussions
Support log reviews
Customer feedback reviews
Desirability tests
Analytics reviews
Surveys
Focus Groups
Competitive Reviews
Funnel Analysis
Web Traffic Analysis
Engagement rate
Market Analysis
Pricing Surveys
Brand Perception Tests
Segment Analysis

26. 26
Research Methods
Moderated usability tests
Unmoderated usability tests
Diary Studies
A/B or multivariate tests
Eye tracking
Click tests
Impression tests
Usability benchmarking
Strategy workshops
Card sorting
Store intercepts
Contextual inquiries
Participatory design
Interviews
MROC or panel discussions
Support log reviews
Customer feedback reviews
Desirability tests
Analytics reviews
Surveys
Focus Groups
Competitive Reviews
Funnel Analysis
Web Traffic Analysis
Engagement rate
Market Analysis
Pricing Surveys
Brand Perception Tests
Segment Analysis

27. Quantitative
• Fewer, more detailed responses
collected by a human
• Looking for more detailed
information
• Use things like interviews, one
on one usability tests, focus
groups, etc.
Qualitative
• LOTS of responses collected
indirectly
• Try to identify trends
• Use things like surveys, support
logs, card sorts, etc.

28. Attitudinal
• Eye tracking
• Click tracking
• A/B Tests
• Shop alongs
• Etc.
Behavioral
• Focus groups
• Surveys
• Interviews
• Preference tests
• Etc.
What people say What people do

29. Considerations

30. Open QuestionsProduct Stage
Strategizing new product or additional
features
Are we building the right thing for the right
people? What are the market opportunities?
Actively designing and building Are we building it right?
Assessing the performance of a live product How’s it going? How do we improve?

31. MethodsOpen Questions
Are we building the right thing for the right
people? What are the market opportunities?
Qualitative and Quantitative | Attitudinal
• Interviews, contextual inquiries
• Surveys, analytics reviews
Are we building it right?
More Qualitative | Behavioral
• Usability tests
• Card sorts
How’s it going? How do we improve?
More Quantitative | Behavioral & Attitudinal
• A/B and Multivariate Testing
• Usability benchmarking

32. 32
THREEFIVETWO/@MANDALACEYS
http://www.nngroup.com/articles/which-ux-research-methods/ Christian Rohrer

33. 33
THREEFIVETWO/@MANDALACEYS

34. Cautionary Tale

35. CAPTION
35
THREEFIVETWO/@MANDALACEYS
The tear
that
changed
1,000
launches

36. • What makes someone
buy doesn’t make them
stay
• Observing users in the
real context of their
usage is only way to get
full story
Takeaways
• Just because a feature
isn’t sexy doesn’t mean
it’s not important or worth
money
• Use emotion to help tell
story of why you should
do something

37. QUESTIONS?
Stay in touch!
@MandaLaceyS
astockwell@352inc.com