User research Q&a (1)

Recently, many colleagues have started to identify with the value of user research, and hope to gain effective information about improving products by contacting, understanding and studying users. This is definitely a good thing, because I have always held the idea is that research is not hidden in the laboratory or in the hands of a small number of rare goods, more important is a concept and way of thinking, as long as the willing, everyone can master. Although due to the different backgrounds, the specific technology (such as how to design questionnaires and statistics, how to interview the Master may not be very professional, but as long as the intention to understand and accept the corresponding concept, you can start to user research, or broader research thinking integration into the whole process of product development, And know how to do the research on the right node. As for the selection of specific methods, implementation and operation if encountered problems, can be commissioned to do with the research students, or seek their assistance and technical support.
In order to help people better, I will update q&a, mainly for the problems encountered in the work to do some answers and discussions, the answer is not necessarily completely correct, just want to provide a platform around the issue discussion.

Here are the questions I've been asked about in the last 2 weeks:

Q1: How do I verify that my product concept, function, or design is what the user needs?

A: Every time I hear the question, I feel very sorry. Because user research is unable to prove that an idea or design is a user willing to use. We can get some feedback from users by describing our concepts to the target users, and as a reference for our decision making, but to prove whether the user needs or satisfaction, we can only depend on the actual feedback of the product after the release of the user.

If I answer this, some people may say that user research is not useful, but think that even Newton's law is not universal and omnipotent, that in fact, user research also has its scope of application, here reference some predecessors of the summary, and then synthesize some of my personal views:

User studies apply to:

1 provide material for innovation: to understand the life style, situation, goal, motivation, behavior and attitude closely related to users and products

N in fact, product design and writing almost, are the process of creation. Writing, writers may be "out of life", without material and "out of the picture", similar, products and designers may be alienated from the "user", and gradually began to copy and Pat the head of the road. User research is a way to solve this problem (not the only one)-through field research, user interviews or other means, can enrich the user's knowledge, and through the personas (persona), Scenario,use case and so on different communication means to these information systems, Communicate vividly to people who are involved in product development.

2) rooted in "Human nature": Understanding psychological and behavioral laws through in-depth basic research:

3 We always feel that we are difficult to grasp the changes in the user, that their preferences and views may change rapidly. However, we must realize that as a person (human), some of the most basic psychological and behavioral rules will not change, or difficult to change, products that conform to these rules can be better accepted by users. There is a saying that the great products are rooted in "human nature", therefore, the basic research on the law of psychological behavior, can help us to make more consistent with the nature of human products.

4 "Quality" monitoring: Provide a scientific way to evaluate products:

A core tenet of UCD is "EMPRICAL MEASUREMENT of product usage", although many times user research and usability assessments are discussed separately as two categories. But I am accustomed to the evaluation process also into a broad scope of research, because in the evaluation process, the same can enrich our study and the user's understanding. From this perspective, user research provides a variety of rigorous or rapid techniques to assess product experience and usability metrics. But note that what is evaluated here is not the "user needs", or utility, that we have identified in our question.

Q2: I don't think it's any use after interviewing users?

A: There is an obvious misunderstanding is that we want to understand users, but organized interviews, to ask the user questions, gather a discussion, think, ah, we know, nothing great. The interview seems to be of little use. From what I've found out is that although we've been doing a hard interview, but does not seem to cherish the interview data, such as a group of 8 people focus group, or 5 users of the interview, sorted out may be a thin sheet of paper, listed above some of their own heard the "key" is over. In fact, in the whole process of the study, although each link is very important, but the analysis of the data is undoubtedly the longest time consuming, the most crucial link. While it is possible to quickly grasp some of the "essentials" in the operation, we may have overlooked a number of issues in getting the so-called points, and therefore, after the completion of the study, I propose to note the following points:

1. Complete data records: In particular, qualitative research, recording, video data must be retained, it is best to organize a complete transcript, on the one hand can be convenient to not audit colleagues can also be quick to view (read the transcript must be faster than listening to the tape), and access to information;

L confirms tendencies: people have a tendency to prove their point. As a product, design, or even a researcher, there are always ideas and assumptions in place before the study and contact with the user, so that the information that appears in the interview that is consistent with our views and assumptions will be of particular interest to us in our summary or discussion, but is it? In fact, if you look back at the interview records, you may find that these answers may be guided, may be inconsistent with other views of the user, or users have other conditions when making such an answer. Therefore, it is important to get a valuable conclusion by abandoning your opinions as much as possible and looking at the results of the interview comprehensively.

L "Deceptive" memory: Our memories are not photographic, but are constantly constructed, with the entry of information, it is possible to be quietly modified. As a result, the views or wishes expressed by a particular user may not be consistent with what we remember. A complete record can help us avoid this problem.

2. To analyze and not to want to "hear and receive": We all want to listen to ready-made answers, such as what is good, which is bad, which road can go, which way can not go, but the user's answer is often not right, want to rely on users to provide all the answers is unrealistic.

The purpose of user research is to obtain the user's life style, behavior, viewpoint, attitude, values and so on information, based on this information, we in the use of theory and technology in-depth mining and collation, and eventually translated into the user needs of the insight, thus becoming the basis of product design. This is the hardest and most arduous work, but it is often overlooked.

3. Multi-View communication: We should avoid taking one person's study and then report the result to the crowd. Even if you may not be able to participate in the implementation, it is best to take turns, or the worst, after the interview or research results, you can review the record, after everyone review, and then sit down to communicate. Because research is also a kind of communication, through participating in the whole research process, you can reach a consensus on some problems of product design and development.

Research is easy to associate with "academics", "advanced" or "complex". But in fact, user research is a very interesting process:

• The process of discovering problems

L Learning Process

L PLAY the process

• The process of establishing relationships with users

In the process of this study, we should grasp a loose and tight: pine, is the mentality of their own-holding an open and learning mentality, do not always want to let users follow your way of thinking, but to listen and understand users seriously (in this regard, I think is actually a researcher the core quality); For example, early planning, user recruitment, data collection, the results of the analysis, should be serious and rigorous.

Maybe it's a little vague, but it's really something I've learned in my recent work. I hope you can ask more questions and we will discuss them together.

Source: http://uedc.163.com/1823.html