5 benefits of observing UX research in person

5 Benefits of UX Research for Stakeholders

The impact of observing UX research can NOT be underestimated!

The impact of observing UX research can NOT be underestimated, yet it often is. Do you only ever conduct unmoderated remote research (using platforms like usertesting.com)? If you do then not only are you missing out on the rich data that actually interacting with users will bring you, but crucially, the impact of your research within the business will likely be much lower than if you’d organised face-to-face research and invited stakeholders to attend in person.

There are immediate benefits for researchers, designers and all stakeholders who attend in-person UX research.

 

1 Immediate buy-in for design changes

User frustration
There’s nothing like the impact of observing a real person struggle with your software.

You’ve been battling with a particular project manager for months about the location of the login box, you think it should go in the top right to be consistent with other websites and crucially where your users will expect to find it. Your PM, however, thinks it should be one of the first things people see when they come to the site, so they think it should go in the navigation bar so it will sit more centrally on the page.

As you watch your researcher carry out the first user interview you feel a little nervous about what’s going to happen as they’re now asked to login…. The first thing you see is the user’s eyes immediately look to the top right of the page. Their mouse soon follows as they look for the login option and they say ‘Oh I expected to find it up here”. Your PM suddenly remarks “Why isn’t the login option in the top corner?”. You feel like head butting the wall, but at least they’re finally seeing the design from the perspective of the user and you can finally move the damn login to the top right!

Buy-in is critical

In fact, it could be argued that getting buy-in is even more important than the research itself – after all, what’s the point of conducting research if it’s not believed, attended to or actioned?

2 Greater empathy for customers and their experience

Mobile Website Interaction
Stakeholders see the world through business and financial lenses, so much so, that they become far removed from seeing the world through the eyes of real customers as human beings. Instead of just being data and figures on paper, the customer becomes a real person with thoughts and feelings, and someone who makes a buying decision based on things this person has never even seen as important before now. Simply knowing that there’s a real person sat next door, with a name, hobbies, family and is your target audience, enables the stakeholder to build a stronger connection with them as a person and take this deeper connection with them in the rest of their work and the daily decisions they have to make.

 

3 Make better decisions based on valid insights and facts

Make informed decisions
At the end of the day, stakeholders really do want to make the best decisions they possibly can to benefit both the business and the end customer. The more hours they observe of customer research, the more empowered they are to make better decisions that will benefit the end user. This is why in-person observation is so crucial. Stakeholders are much more likely to attend in-person research than to sit and watch a remote user test (they’ll get bored by the one-way interaction or distracted by someone popping by their desk ‘for a quick word’ and the end result is they won’t watch more than 5-10 minutes).

If your research is conducted well (e.g. your researcher is skilled to limit the effects of biases), then the insights gathered will also be valid. This is worth noting, because if your research is conducted poorly, your findings will be flawed and lead to poor decisions being made. For instance, thinking back to the researcher in the first scenario with the login option, imagine they asked the user “So, do you like the login box in the middle?”. Through the way they’ve worded this, they’ve weighted the question in favour of a positive response, therefore biasing the end answer. The stakeholder won’t know this, so when the user answers that yes they like it in the middle, that is taken as a valid insight and lead to a bad decision being made on the login box location. In contrast, a good researcher won’t ask a question in that way in the first place, but if they did slip up (researchers are humans too after all), they would immediately know and be able to go back in the room and say to everyone, “we need to remove that finding as it was biased by the way I worded the question”. There are ways to re-ask the question in the research to still gain a response btw!

 

4 Gain buy-in for a customer-centred culture and more research!

Your customers and users

Let’s assume your business is fairly new to UX and the benefits of conducting research with real people who represent their customers. It’s your dream as a UXer that your company listens more to your team and your users. Well, one of the quickest, easiest and most effective methods to do this is to hold a research day and invite as many people as possible to attend. Let them experience the insights and the benefits these insights bring to their work for themselves. Then let the word-of-mouth spread! The insights from UX research don’t just benefit the e-commerce team or the marketing department, they have value across the whole business. That’s why gaining buy-in is SO important.

 

5 Build stronger team relations

UX research collaboration
When you invite people to spend time together observing users, something magical happens. They share common interests, a common passion, a purpose to better the experience for the person they’re observing. To do this, they have to talk, collaborate, come up with ideas together and all of this bonds people, helping to build stronger relationships between teams and team members.

Need help or advice?

If you’d like to know more about conducting UX research and how it can benefit your business, contact our UX experts for free, friendly, no-ties advice.

You might also like:

12 reasons to invest in UX
Top 10 major risks of poor user recruitment: Is your recruitment negatively affecting your research?

24 Top UX Prototyping Tools with Downloadable Comparison Table

UX Prototyping Tools

The sheer amount of choice of UX prototyping tools can be pretty overwhelming, so here’s an overview of the top 24 tools, together with a FREE downloadable pdf table so that you can easily compare them.

Download my FREE 24 UX Tools Comparison Table >

Atomic

Atomic

Atomic
Description Powerful and scalable prototyping that lets you tackle complexity with confidence. Use simple interactions or advanced animation to bring your Sketch designs to life.
Verdict Create prototypes for web and mobile. The structure is similar to Sketch in that you create Pages and Artboards, which adds a level of familiarity to Sketch users.
App type Web app
Fidelity Lo to hi
Collaboration Feedback tool available
Link atomic.io

Axure RP

Axure

Axure
Description Create simple click-through diagrams or highly functional, rich prototypes with conditional logic, dynamic content, animations, math functions, and data-driven interactions without writing a single line of code.
Verdict Powerful tool that allowing detailed interaction to be prototyped for websites and apps. A fairly steep learning curve.
App type Installable app for Mac and Win
Fidelity Lo to hi
Collaboration Feedback tool available on live prototypes via the web
Link axure.com

Balsamiq

Balsamiq
Balsamic
Description Balsamiq Mockups is a rapid wireframing tool that helps you Work Faster & Smarter. It reproduces the experience of sketching on a whiteboard, but using a computer.
Verdict Quick to learn and put together wireframe designs with ease.
App type Installable app for Mac and Win and web app
Fidelity Lo to hi
Collaboration Feedback tool available on live prototypes via the web app only
Link balsamiq.com

Easee

Easee

Description Easee is a web animation tool for designers. Create smooth animations that can be exported as CSS so that you can import them into your own web project.
Verdict Short learning curve to bring your designs to life.
App type Wab app
Fidelity Hi
Collaboration Unknown ATM
Link easee.design

Flinto

Flinto
Flinto

Description Flinto lets designers quickly make interactive prototypes of their mobile, desktop, or web apps.
Verdict Comprehensive app, allowing you to create anything from simple tap-through prototypes to comprehensive prototypes with impress interactions. Sketch images can be imported and transitions and user behaviours can be easily added.
App type Mac app and web app (Flinto Lite)
Fidelity Lo to hi
Collaboration Feedback available in the tool and shared projects
Link flinto.com

Fluid

Fluid
Fluid

Description Easier web and mobile app prototyping for people who care about products
Verdict Powerful and easy to learn. Design or upload screens and add animated interactions
App type Web app
Fidelity Hi
Collaboration Invite collaborators and stakeholders to review and comment on your prototypes
Link fluidui.com

Form

Form
Form

Description Build and customize native prototypes directly on device. Prototype with the latest material design components, touch ripples, and more.
Verdict Prototype mobile apps. Fair decent learning curve
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link relativewave.com/form/

Framer

Framer
Framer

Description Design the impossible with Framer. Start with simple code to bring your design to life. Test it on any device, iterate as you go and share easily for feedback. Pioneer new interaction patterns or create groundbreaking animation. No limits, no constraints.
Verdict A great tool for prototyping complex interaction designs and animations for mobile
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link framer.com/

Hype

Hype
Hype

Description Create beautiful HTML5 web content. Interactive web content and animations made with Tumult Hype work on desktops, smartphones and iPads. No coding required.
Verdict Uses a keyframe-based animation system, however this comes with a high learning curve. It’s a good tool for websites prototyping.
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link tumult.com/hype

Invision

Invision
Invision

Description The world’s leading prototyping, collaboration & workflow platform. Upload your design files and add animations, gestures, and transitions to transform your static screens into clickable, interactive prototypes.
Verdict Low learning curve and it is well supported int he community
App type Web app
Fidelity Hi
Collaboration Feedback tool available with user testing
Link invisionapp.com

Justinmind

Justinmind
JustinMind

Description Justinmind provides the best solution to prototype web and mobile apps. You can define apps for Web, iOS, and Android in a few clicks, without writing a single line of code.
Verdict Can create sophisticated prototypes with great tools, however there is fairly decent learning curve. The Free version is very limiting.
App type Installable app for Mac and Win
Fidelity Lo to hi
Collaboration Present your prototype and invite stakeholders to give feedback
Link justinmind.com

Keynotopia

Keynotopia
Keynotopia

Description Keynotopia transforms Keynote and PowerPoint into the best rapid prototyping tools for creating mobile, web and desktop app mockups
Verdict Low learning curve
App type Requires Keynote, Powerpoint or OpenOffice
Fidelity Lo to hi
Collaboration No feedback tool provided
Link keynotopia.com

Marvel

Marvelapp
Marvel

Description Simple design, prototyping and collaboration. Create screens directly in Marvel or add your images from Sketch or Photoshop, then add gestures and transitions.
Verdict Create prototypes for the iPhone, iPad, Desktop, Apple TV, Apple Watch and Andrpoid
App type Web app
Fidelity Hi
Collaboration Clients and colleagues can comment directly on each screen or drop annotations
Link marvelapp.com

MockFlow

Mockflow
Mockflow

Description MockFlow is an online design suite providing collaborative web services for creative designers and usability engineers
Verdict A good tool for wireframing websites. A fair learning curve.
App type Web app
Fidelity Lo
Collaboration Feedback tool available
Link mockflow.com

Mockingbird

Mockingbird
Mockingbird

Description Mock up an application and show what’s important: the idea, the information, the interaction
Verdict A good tool for wireframing websites
App type Web app
Fidelity Lo
Collaboration Clients and teammates can edit wireframes with you in real time
Link gomockingbird.com

Mockplus

Mockplus
Mockplus

Description Fast interaction, fast design, fast previewing and fast learn. No code or technical expertise required. Prototype design is easier than ever.
Verdict Great for websites and mobile apps. Fair learning curve
App type Installable app for Mac and Win
Fidelity Lo to hi
Collaboration No feedback tool
Link mockplus.com

Origami

Origami
Origami

Description Explore, iterate, and test your ideas. A new tool for designing modern interfaces. Copy anything from Sketch and paste native layers into Origami Studio. Then quickly adjust, add behavior and animate any layer property without going back.
Verdict Perfect for creating sophisticated mobile prototypes with realistic animations and interactions
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link origami.design

Principle

Principle
Principle

Description Principle makes it easy to design animated and interactive user interfaces. Whether you’re designing the flow of a multi-screen app, or new interactions and animations, Principle lets you create designs that look and feel amazing.
Verdict Quick to learn
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link principleformac.com

Proto.io

Proto.io
Proto.io

Description Create fully-interactive high-fidelity prototypes that look and work exactly like your app should. No coding required.
Verdict Easy to make a quick mock-up using the extensive library of ui elements and nice transitions are available. Quite a high learning curve.
App type Web app with players for iOS and Android
Fidelity Lo to hi
Collaboration Reviewer accounts are available for clients to give feedback
Link proto.io

UXpin

UXpin
Unpin

Description Speedy wireframing. Seamless transition from wireframes to mockups & prototypes. Fully collaborative across the entire UX design process.
Verdict Great for websites and mobile apps. Supported by a large community and extensive libraries.
App type Web app
Fidelity Lo to hi
Collaboration Easily to share prototypes with stakeholders and gather feedback
Link uxpin.com

Vectr

Vectr
Vectr

Description Vectr is a free graphics software used to create vector graphics easily and intuitively. It’s a simple yet powerful web and desktop cross-platform tool to bring your designs into reality.
Verdict Prototypes can be designed on the web or desktop app for Win and Mac and are kept in sync. Not as feature rich as other apps atm, however this will change.
App type Installable app for Mac and Win
Fidelity Lo to hi
Collaboration Collaboration is on the roadmap
Link vectr.com

Webflow

Webflow
Webflow

Description Build dynamic, responsive websites without writing code. Launch with a click, and enjoy the fastest, most reliable hosting on the web. Or export clean, semantic code to hand off to your devs.
Verdict Webflow gives you the power to build websites your way — visually — while producing clean, standards-compliant HTML, CSS, and JavaScript that developers will love. The down side being a high learning curve.
App type Web app
Fidelity Hi
Collaboration Shared projects (Team version only), no feedback through tool
Link webflow.com

Xcode

Xcode
Xcode

Description Xcode 8 includes everything you need to create amazing apps for iPhone, iPad, Mac, Apple Watch, and Apple TV.
Verdict Perfect for cutting down on redundant work and misunderstandings when designing and developing mobile apps. Software engineers can immediately iterate the work of a designer. A pretty steep learning curve.
App type Mac app
Fidelity Hi
Collaboration No feedback tool
Link developer.apple.com/xcode/

XD

XD
XD

Description Go from idea to prototype faster with Experience Design CC, the first all-in-one cross-platform tool for designing and prototyping websites and mobile apps.
Verdict Easy to use and powerful
App type Installable app for Mac and Win
Fidelity Hi
Collaboration Feedback tool available
Link adobe.com/uk/products/experience-design.html

Get your FREE UX Prototyping Tools Comparison Table

A handy comparison table of the top 24 UX Prototyping tools to help you make a choice.

Download my FREE 24 UX Tools Comparison Table >

UX Prototyping Tools Comparison Table

Need help prototyping?

Our in house team of UX Design and Research Experts have unrivalled experienced with mobile prototyping design and research – our experience goes right back to the first ever smartphone don’t you know 😉

Email us now for your complimentary initial consultation.

Inspiration: Mockplus

Creating meaningful experiences: an Introduction to User Experience design

“Good design is actually a lot harder to notice than poor design, in part because good design fits our needs so well that the design is invisible.” Don Norman 

What is UX?

‘An experience is a story, emerging from the dialogue of a person with her or his world through action.’ (Hassenzahl 2010, pp. 8)

Each person has their own definition of User Experience (UX) so it can be difficult for newcomers to understand what is meant by the term UX. UX refers to the experience a person has and who they feel when interfacing with a system.

Technologies have become progressively more complex as the industry advances and they are embedded into people’s everyday life to such an extent that our experiences are mostly created and shaped through digital devices. What used to be a one-way medium has evolved into a very rich and interactive experience and from this arises the importance to not just test the product but to test the interaction between users and the product. Users’ needs are always changing as they continually evolve their expectation, so continuously testing the user experience of your product is vital to stay relevant and ahead of the competition.

Working in UX requires many skills, below is just a small subset.

UX design disciplines

What is UX design?

UX design is the process of enhancing the end user satisfaction with a product or service as well as increasing business KPIs (if you have a great UX designer they’ll deliver both). In simple words, UX design is about how to create technology that can fit human needs, solve problems and make life simpler.

The more you understand your users the better you can design a product that is attractive and meaningful. User-centred design (that aligns your design to your users needs) will ensure the design of a successful product and an enjoyable user experience.

A UX designer will ensure a product logically flows from one step to the next. UX design experts study and evaluate the ease of use of the product, the perception of the value of the interface, the efficiency in performing tasks coupled with business needs.

The checkout process of an e-commerce website is frequently evaluated in terms of the user experience because it’s often a major jumping off point when customers are transacting. Testing how easy and pleasant users purchasing something on the website can be utilised to identify the challenges and obstacles that users face.

As human beings, we are all different. What works for one person might have the opposite effect on another. For this reason the aim of UX is to design for specific user groups (personas) experiences, promote certain behaviours and habits; user experiences will be different and unique for every product. The design process must be tailored to goals, values, needs and expectations related to a specific product.

What’s the difference between UX and usability?

There is some confusion around UX and usability; they are often used synonymously, however in reality, usability is a part of UX.

UX addresses to how the user feels when using an interface; it is more related to the overarching process and interaction with the product, whilst usability is about whether a task can be achieved in a satisfactory time and manner. In fact, according to ISO 9241, usability is purely regarded as efficiency, effectiveness and satisfaction.

Whereas UX entails everything that effects how a person interacts with something and can include a whole variety of psychological and social factors; social proof, trust, emotions, frustrations and satisfaction. Usability is just one part of UX.

Which research methods are involved in UX?

The methods for researching UX are numerous and they are strictly related to the nature of the research and the final aims of the testing. Each research is tailored to which aspects of the interface is to be evaluated.

Some of the research methods in UX are:

  • One-to-one interviews: gather deep insights from real time behaviour, interaction, personal experiences, opinions and perceptions.
  • Focus Group: this group research method allows the researcher to investigate behavioural patterns and the influence of group interaction.
  • Concept Testing: testing a concept directly with users allows designers to understand expectations about the product and to transform early ideas into more solid concepts that have been adapted for user needs.
  • Card Sorting: used to inform structure and categorisations based on how users perceive them to be. Utilises understanding of the users mental model.
  • Usability testing: is a research method to evaluate the efficiency, effectiveness and satisfaction of a product based on empirical evidence.
  • Diary study: this technique gathers deep information about feelings, habits and behaviours across a period of time.

Is the setting of the research important?

The setting of the research is very important – a poor environment can undermine the validity of the test. As in psychology, the success of research is also based on the environment in which it has been run. A comfortable, cosy and natural environment will help users feel relaxed and behave naturally, as if they were in their natural setting: their own home. Keep It Usable pioneered the home style UX lab – our Home UX Lab has a living room design and cosy, relaxed feel to put people at ease and gather deeper insights so you get more value from your UX research / Usability testing.

Keep It Usable Home UX Lab

What are the benefits for your brand?

Knowing your users and designing for them has a lot of benefits for your brand image, the engagement of your users and on your revenue.

UX design deals with users emotions and feelings and it has long term effects as well as immediate ones. For example, a simple improvement in the checkout process of a website can massively increase the revenue and, at the same time, it will grow loyalty resulting in repeat customers and referrals. If users find the product useful, pleasant and easy to use they will return and use it not just once but whenever they need it.

A positive user experience will make users wonder how they could live without your product!

  • Increase sales and conversion: your user interfaces will be more effective at selling your products and therefore will increase your sales.
  • Improve credibility and trust in the brand: good UX is associated with increased brand appeal and positive brand associations.
  • Decrease bounce rates: people bounce for many reasons. During the UX design process, as many of those reasons as possible will be identified and designed out, keeping people on the site, taking them further down the funnel.
  • Increase visibility (no. of new and return visitors): UX experts are not only looking to increase new customer conversion, but they’re also focussed on improving retention and longer term conversion.
  • Avoid costly redesign: testing the product in the early stages of the design process will avoid redesign costs later and lost revenue.
  • Increase business intelligence and ease decision making: If you understand your customers opinions and needs, everyone in the business will be able to make better business decisions that are more in line with your customers needs. The more user research you do, the more aligned you’ll be with your customers thinking.
  • Better reviews: Online reviews are read by everyone, they’re the word of mouth of the internet and they are trusted because they come from ‘people like me’. Through an increased understanding of customer needs and improving accordingly, you will create a better experience that leads to better reviews.
  • Improve user satisfaction: a satisfying customer experience is related to positive emotions due to the fulfilment of fundamental psychological human needs: self-esteem, autonomy, competence and relatedness (Self-determination Theory, Deci & Ryan). Moreover, the feeling of satisfaction gathered during a positive user experience, will create an emotional and affective bond between users and your brand, as well as a sense of engagement and motivation to use your brand in the future (for more about how to engage with your customers emotions, take a look at ‘How do you feel? Understanding emotions to craft satisfying experiences’).

In the digital era, a website is often the first point of contact that costumers have with your brand. We have evidenced in our research, that first impressions have a big impact on user behaviour and their decision making process. It takes just a few seconds for users to judge if your brand is worth their time; remember that a bad user experience will put them off, undermining their trust in your company and compromising future use of your brand.

Help!

Would you like to evaluate and measure the UX of your website or product?

Do you need help improving your online sales and conversion?

Would you like to understand your customer behaviour and opinions, discovering the whys behind your data?

Do you need to get your business thinking from the customers perspective so you can make informed, strategic decisions to increase sales?

Do you want to improve the quality of your customer research so you get deeper insights and more true-to-life behaviour?

Contact our UX and Conversion experts >