Have you ever wondered if the service provided to your users, offers a great experience to them? Or has your customer retention been poor lately? Also, who is your target audience? Has improving their experience been a priority? At the end of the day, all that any business has is its users and if their experience is great so is the revenue. The best client is your old client. But do you know, what holds a user to a service? Their positive experience. If you are concerned about your user’s experience your service will automatically beat the competition. Well worth looking into isn’t it?
What is UX Research?
UX Research aims to gather information from users by way of a variety of qualitative and quantitative methods, like interviews, user personas, and usability tests and surveys. To understand more what exactly UX Research can carry out, and how it can help grow businesses, Let’s throw some light on some of the steps which a UX Researcher does for a productive outcome.
To understand it better we will be using an example of a fitness application.
1. User Research
When we talk about user experience the basic and important step is user research, i.e., searching for the right kind of users who are interested in your services. According to the above-mentioned example, for fitness application, the right kind of users will be those who want to stay fit and are conscious about their fitness, the duration for which the users will use your application, their particular interest in an activity, etc. This can result in finding the right targeted users who will use your service efficiently and it also suggests familiar changes for the user’s experience resulting in a product that accurately delivers on the user’s concerns and facilitates the growth of your services and business.
2. Face to Face Interview
A simple way, we can understand it as the opinions and views of targeted users on your service and feedbacks either in pros or cons all can be gathered together with this interview. It can result in making better outcomes and improve the user experience for your Service Advantages● Gathering early feedback● Allows question-answer and behavior observation ● Discover deeper problem and opportunities● Gains environmental, contextual and personality insight
3. Competitive Analysis
Let’s understand it through the above-mentioned example. There are already many fitness applications in this marketplace. So obviously users would not like to be introduced with the same kind of application again. To beat this competition analyzing your market is a must. If you are not aware of why an app is working, what problems are already solved, the ones that aren’t and what you have to compete with, you will not be able to improve your user’s experience.
4. User Persona
UX Research usually creates a fictional representation of your ideal customer. A persona is framed out of user research and includes the needs, goals and observed behavior patterns of the target audience.
A quick case study
Let’s analyze the two cab companies, Ola and Uber. Both have been pretty successful with their user experience. Let’s look into their payment funnel. After finishing your ride, Uber presents you with a bill. This you need not pay right then which is convenient but the next time you book a cab you have to clear off the balance. This, of course, is understandable and as soon as you pay the app takes you to cab selection where you can just tap and soon be on your way. Ola has a different take, they have pretty much-stopped card payments for their rides and utilize the Ola money postpaid service with a default balance of 500 rupees. You can take as many rides as you want in that Rs 500 and only have to clear the balance when you reach the limit. Very convenient for everyday short travels and a plus one over Uber right here. The problems arise when the user has to go further and the fare comes to 700. In which case he is supposed to pay 200 cash and 500 Ola postpaid. This can be inconvenient if the person is in a hurry and doesn’t have the cash at hand. Especially if there are no ATMs around. Here is a small homework puzzle, comment with your solution. The ‘delete for everyone’ WhatsApp feature usually displays “This message was deleted” which almost always leads to the infamous question “what did you delete?” defeating the purpose. How do you propose the feature could be improved? Why is informing the recipient of the deleted message important?