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Testing the concept in the actual space where it would exist allowed us to understand the impact of installing kiosks in the space. I understand, and you likely do as well, there are many factors at play when an organization is making a determination to fund a new product. Victor. Any experience starts as an idea a concept and we are in line with the philosophy of putting users first when we take our ideas out to the end-user for feedback at the conceptual stage. I suggest thinking of the following list as a good starting point, not as a complete guide for user testing. This research method is helpful when a company needs to gather a lot of insight in a short period of time. You can use customer feedback to make the adjustments necessary to help your product succeed. Our findings uncovered concerns of high-level stakeholders and salespeople around how they envisioned the use of the tool by others, or how they thought potential customers that might access the tool would respond. In field studies and usability testing, for example, researchers directly observe how people use (or do not use) technology to meet their needs or to complete tasks. More after jump! Many of our findings and recommendations for the next steps included getting these ideas and designs in front of actual end-users. Doing this allowed us to set up the felt board in multiple places throughout the exhibit to test for location and how the kiosks might impede or enhance the flow of traffic, along with testing the actual conceptualized activity. Key internal stakeholders from outside the core product team. There are two types of surveysquantitative and qualitative: In most cases, its possible to mix the two kinds of surveys. We learned from this how much of a potential negative impact on visitor flow the kiosks would have, and where we might best place the kiosks based on observed visitor flow through the exhibit. Survey allows broader feedback without the depth of an interview. Usability testing is often done formally (where a researcher creates a screener, hires participants, has them come into his or her lab, records the session, etc.). Concept testing at the beginning phase of product development allows users to share in the initial shaping of an idea to solve a problem. The purpose of attitudinal research is usually to understand or measure people's stated beliefs, but it is limited by what people are aware of and willing to report. We wanted to test the concept of installing touch screen kiosks in the existing exhibit space. 10 Usability Heuristics for User Interface Design, Empathy Mapping: The First Step in Design Thinking, When to Use Which User-Experience Research Methods, Between-Subjects vs. Within-Subjects Study Design, The Funnel Technique in Qualitative User Research, usability studies should rely on behavior, Focus groups tend to be less useful for usability, study participants in their own environment, create or refine the information architecture, User Research Methods: From Strategy to Requirements to Design, Operationalizing CX: Organizational Strategies for Delivering Superior Omnichannel Experiences, Marketing Email UX - User Research Methodology, How Inclusive Design Expands Business Value, Conversion Rate Optimization and Applied UX Research, Digital Diary Studies for Longitudinal Field Research. Quantitative surveys count results and show how many people do this versus doing that. This type of survey can be used when the questions can be answered by checkbox or radio button (e.g. Usability benchmarking: tightly scripted usability studies are performed with larger numbers of participants, using precise and predetermined measures of performance, usually with the goal of tracking usability improvements of a product over time or comparing with competitors. He holds a Bachelors in Computer Science from UC Santa Cruz and a Ph.D in Cognitive Science and Education from Stanford University. You can mix in key stakeholders who might also be users or work closely with users (for example, supervisors at an HR service provider call center might be good to include as part of the participants to test the concept of your new idea for a virtual assistant tool call center reps would use while servicing calls, along with using actual call center reps who might benefit from using the tool daily). User research is a process of understanding user needs, wants, and behaviors using different observation and feedback collection methods. Thats not true. You can be creative, but here are some potential artifacts you can use in concept testing: I dont think this is an exhaustive list of the types of artifacts you can use. I initially thought it was a better idea to test concepts completely in the abstract as a researcher, I wanted to avoid leading people. UX was not just a process, but a philosophy embraced by the team. Concept testing is the process of finding out how customers feel about your product idea before you launch it. We used a felt board with velcro-backed laminated drawings and words for people to use to create messages on our low-tech touch screen. Before choosing a certain approach for user research its important to answer the following fundamental question: What do I want to know about my users and why do I want to know it? Useful tips on front-end & UX. Kara Pernice: You must have javascript and cookies enabled in order to display videos. And other printed books. Card sorting: A quantitative or qualitative method that asks users to organize items into groups and assign categories to each group. By following concept testing best practices like creating a consistentsurvey designand choosing an appropriate format for presenting your concept, youll get results that help you perfect your product before you launch it. The results of contextual inquiries can be used to define requirements, learn what is important to users, and respond to their needs with informed design solutions. Trusted by 190.000 friendly folks. One example was the freedom to create any message they wanted versus being given preselected lists of words to choose from. A protomonadic test is an effective way to validate the results of a sequential monadic test. Desirability studies: Participants are offered different visual-design alternatives and are expected to associate each alternative with a set ofattributes selected from a closed list. UX teams should consider it a mandatory step in designing a product. Concept testing does not serve as a replacement for usability testing when you have more refined design wireframes or prototypes with detailed design. The kiosks would have an activity asking visitors to create pro-conservation messages to email to their family and friends. In contrast, the kind of data collected in quantitative methods is predetermined it could include task time, success, whether the user has clicked on a given UI element or whether they selected a certain answer to a multiple-choice question. A protomonadic test begins with a sequential monadic test, after which researchers perform a comparison test as well. The insights in quantitative methods are typically derived from mathematical analysis, since the instrument of data collection (e.g., survey tool or analytics tool) captures such large amounts of data that are automatically coded numerically. You cant build a product people will fall in love if you dont know your audience. They utilize a mixture of self-reported and behavioral data and can move toward either end of this dimension, though leaning toward the behavioral side is generally recommended. Founded by Vitaly Friedman and Sven Lennartz. While mostusability studies should rely on behavior, methods that use self-reported information can still be quite useful to designers. This is by no means an exhaustive list of user research techniques, and some of these techniques could be used to answer more than one type of question. Tree testing: A quantitative method of testing an information architecture to determine how easy it is to find items in the hierarchy. We spent a couple of weeks on site collecting data from visitors to the zoos manatee exhibit. The tangible representation of the concept allowed visitors to interact with it in a way similar to a touch screen. You should work with a researcher who has experience creating reliable and valid survey questions that do not lead to biased findings. We took a low-fidelity approach to concept testing. Interviews: a researcher meets with participants one-on-one to discuss in depth what the participant thinks about the topic in question. Concept testing helps you create a user experience (UX) design that translates to market success. Surveys: A quantitative measure of attitudes through a series of questions, typically more closed-ended than open-ended. A survey that is triggered during the use of a site or application is an intercept survey, often triggered by user behavior. Just the things you can actually use. While many user-experience research methods have their roots in scientific practice, their aims are not purely scientific and still need to be adjusted to meet stakeholder needs. Another tactic for getting key stakeholder buy-in is to have them be participants in the testing sessions. Contextual inquiry is a variety of field study where a researcher observes people in their natural environment and studies them as they go about their everyday tasks. You can work with the designers to help create prompts for activities to facilitate participants in designing a solution to an existing problem using the materials you provide. This allowed us to expand the role of data visualization as well as test some novel ideas for visualizing data, prior to moving into detailed design. Here are the additional details of this concept testing: I view this as one of the most successful concept testing efforts Ive been a part of. However, this structure also makes the survey lengthy, which can affect the completion rate and lead to nonresponse bias. 2022-07-17 You shouldnt consider it anti-UX to also explore topics related to market acceptance. You might use an online whiteboard space (again, Miro, Mural, and many others are available) to cocreate virtually if participants are all remote. Qualitative surveys ask open-ended questions. Designers often use the rapid prototyping technique to create a concept. What you need to know about your user probably falls into one of the following categories: For each group, Ill specify the most relevant research method or technique. We executed the testing well, and more importantly, we learned a lot to help us move forward with the idea that would eventually become an integral part of visiting the manatee exhibit. Your UX team can ask for some space to get the general concept in front of users by saying concept testing is a standard part of any request for work you accept. A concept should convey the key essence of a product. Co-design allows users to continue building out an idea you have. This following table describes where many methods map to these stages in time: Research goal: A/B testing(akamultivariate testing, live testing, or bucket testing): A method of scientifically testing different designs on a site by randomly assigning groups of users to interact with each of the different designs and measuring the effect of these assignments on user behavior. Concept testing is a blend of market and UX research, two disciplines that share many methods in common. You can create or refine a user-focused backlog of features for the product with concept testing findings. Good user research is key to designing a great user experience. We included a note that if they wanted to continue the conversation later in a less structured way, they could ask the person they were sending the note to reply to them. This method helps create or refine the information architecture of a system (how to label your menus, how to group your content, etc.) To maximize your chances of success, its extremely important to conduct insight research before making any product decisions. Concept testing: A researcher shares an approximation of a product or service that captures the key essence (the value proposition) of a new concept or product in order to determine if it meets the needs of the target audience. You can identify and prioritize features with insight from users. Focus groups: Groups of 312 participants are led through a discussion about a set of topics, giving verbal and written feedback through discussion and exercises. The product owner for the concept had concerns we could not allow people to create messages that might be offensive. At Cint, we provide the research solutions you need for effective concept testing. What are their workflows for completing complex tasks? Concept testing is a research method that involves getting user feedback during the upfront part of the design process to give feedback on potential solutions. More about Concept testing allows you to reduce risk while increasing focus on user input on building out a product to meet user needs. To help you know when to use which user research method, each of 20 methods is mapped across 3 dimensions and over time within a typical product-development process. Field studies: Researchersstudy participants in their own environment (work or home), where they would most likely encounter the product or service being used in the most realistic or natural environment. The tool can record a video stream of each user session, and can gather usability metrics such as success rate, task time, and perceived ease of use. Customer feedback: Open-ended and/or close-ended information is provided by a self-selected sample of users, often through a feedback link, button, form, or email. The purpose of the artifact is to ground the research participants thinking in the reality the future concept would exist and allow them to think about how the concept would apply to this reality. It could mean the problem being solved isnt well understood and youll need to be patient upfront while adoption occurs and users realize the extent of the need for the solution. Everyone who works on a design team should participate in a contextual inquiry from time to time. Victor is a Philadelphia based researcher, author, and speaker. Each group is presented with a single concept for in-depth analysis. The value in concept testing extends beyond UX and you should include members beyond the UX team in the process of carrying out testing. July 17, 2022. His book Design for the Mind, is available from Manning Publications. Upon reflection, I realize this testing was not ideal, but useful as an example of what to watch out for when setting up concept testing. You can also test ideas that look beyond what an MVP will bring to life. This includes: You can invite these team members to join planning sessions or leave it as simple as inviting them to view a testing session so they see how users respond to the idea. Analytics: Analyzing data collected from user behavior like clicks, form filling, and other recorded interactions. Measure product performance against itself or its competition, Field studies, diary studies, interviews, surveys, participatory design, concept testing, Card sorting, tree testing, usability testing, remote testing (moderated and unmoderated), Usability benchmarking, unmoderated UX testing, A/B testing, clickstream / analytics, surveys. The sample size for a sequential monadic test is comparatively small, and this method can evaluate multiple concepts in one round. Surveys and questionnaires allow a researcher to get a larger volume of responses, which can open up the opportunity for more detailed analysis. The following chart illustrates how the first two dimensions affect the types of questions that can be asked: The third distinction has to do with how and whether participants in the study are using the product or service in question. Gathering information through direct dialog is a well-known user research technique that can give a researcher rich information about users. During this period, study participants are asked to keep a diary and log specific information about activities. I believe concept testing is a pivotal part of the up-front UX process. You can then use these creations/descriptions to align your idea or validate that your idea aligns with how users imagine their needs might be met. The client wanted our team to explore the needs and pain points of users of the current applications, understand what gaps exist between the current applications and the needs of the users, and identify potential problems with bringing the concept to life and sunsetting the individual applications. Now you have a few different techniques to choose from. Researchers can determine whether the chosen concept from the comparison test aligns with the inferences gathered from the sequential monadic test. Ultimately testing was successful because we were working with a group that envisioned bringing visitors and experience informed by their needs and expectations. This method is very similar to a field study and was developed to study complex systems and in-depth processes. This technique is generally used at the beginning of the design process and is good for getting rich information about work practices, as well as the tools and features users use on a regular basis. Respondents may be asked to select the best concept or rank the options. on Participatory design: Participants are given design elements or creative materials in order to construct their ideal experience in a concrete way that expresses what matters to them most and why. More typically, participants are recruited from an email message or reached through some other channel such as social media. This technique can help the researcher assess user needs and feelings both before a product is designed and long after its released. You havent identified the correct audience for your concept and you need to expand or redefine the user base. User groups (also called focus groups) are structured interviews that quickly (and, usually, inexpensively) reveal the desires and attitudes of a target audience. Please reply to this email and I can share more with you when I get home. (This was prior to ubiquitous smartphones.). The sample size for a monadic test must be large to accommodate multiple testing groups. Subscribe and get Smart Interface Design Checklists a free PDF deck with 150+ questions to ask yourself when designing and building almost anything. This type of research can be relatively inexpensive to run. According to the Nielsen Norman Group, if you want to select just one type of user research for your project, it should be qualitative usability testing.

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