Designing is only one part of my work – I’ve found that conducting user research is equally as important as designing itself. As designers, we tend to become attached to our concepts, and user research is a great way to test our designs and help us deliver measurable and factual insights that can back up our decision-making in front of stakeholders. Having actively participated in setting up, conducting, and documenting user research, I’d like to share my favorite methods that prove most effective for UX/UI and visual design hypotheses.
In-home Interviews
When to Use In-home Interviews?
In-home interviews are ideal when you are trying to understand who your customers are, how they live, and how they use your product in the context of their own home.
Case Study
In my position as a UX/UI Designer at Thermador, I had the chance to join our technicians who visit customers with Thermador appliances such as ranges, ovens, or cooktops. This experience helped me to truly understand our customer base, observe how they live and interact with our products, and identify their pain points firsthand.
Benefits
- Fully understand customer base: Since you experience your customers in their own home.
- User-Centric: Engage with end consumers directly.
- Uncover Insights: Identifying unmet user preferences and pain points
Considerations
- Cost: Can be expensive if conducted externally.
- Participant Recruitment: Time-intensive to find suitable candidates.
Card Sorting
When to Use Card Sorting?
I find Card Sorting to be a great research tool when I want to find out if my designs—whether they’re icons or illustrations—are clear and easy to understand.
Case Study
In a recent project involving an embedded user interface with abstract illustrations, I used card sorting to evaluate their clarity and relevance to users navigating the main menu. This method allowed me to test various illustrations and text combinations effectively.
Benefits
- Simple and Fast Setup: Easy to set up online or in-person.
- Versatility: Applicable across different design stages and contexts.
- Cost-Effective: Low-cost with high participation.
- Easy Evaluation: Quick analysis of results.
Considerations
- Superficial Insights: Provides basic insights without full context of use.
Focus Groups
When to Use Focus Groups?
Focus groups are valuable for uncovering consumer preferences and understanding the ‘why’ behind their opinions.
Case Study
I’ve participated in several focus groups, and one of my favorites was a competitive research study on kitchen ranges, professionally conducted at an external testing facility in Irvine. Our objective was to assess how our product compared with competitor appliances. Sitting behind a large, tilted window in a dedicated observation room, we observed users directly and documented their experiences. It was incredibly exciting as these tests revealed numerous unexpected insights and provided invaluable understanding that we couldn’t have anticipated.
Benefits:
- Direct User Interaction: Observing user behavior firsthand
- Uncover Insights: Identifying unmet user preferences and pain points
- User-Centric: Engages end consumers directly.
Considerations:
- Preparation Time: Requires thorough preparation.
- Cost: Can be expensive if conducted externally.
- Group Dynamics: Participants can influence each other’s decisions, which is a common dynamic in group settings.
Qualitative Interviews
When to Use Qualitative Interviews?
I find qualitative interviews invaluable when I need to test multiple user flows in one session. Using prototypes to validate my hypotheses, I aim to understand the underlying reasons, backing my decisions with factual insights.
Case Study
In my role as a UX/UI Designer, conducting qualitative interviews is one of my go-to methods. We typically prepare and conduct these sessions monthly to iterate quickly and efficiently on our designs. This approach helps us swiftly pinpoint major usability issues and tackle complex tasks that demand deeper contextual understanding.
Benefits:
- Tailored Questions: Customized to gather unbiased feedback.
- Immediate Feedback: Provides early insights into design preferences.
- Easy Coordination: Simple setup with a small team.
Considerations:
- Participant Recruitment: Time-intensive to find suitable candidates.
- Sample Size: Typically requires 5-10 interviews for robust data.
A/B Testing
When to Use A/B Tests?
I’m a big fan of AB tests because they seamlessly integrate with other research methods, providing quick answers and insights to weigh various options. Personally, I often pair AB testing with qualitative interviews to enhance the depth of my research.
Case Study:
As someone who often struggles to narrow down concept ideas, AB testing is a perfect solution. It not only provides quick answers but also empowers users to choose, relieving me of the burden of decision-making. I’ve successfully applied this method when refining two visual design concepts for a user interface, determining the best option for the company while involving internal stakeholders in the final decision.
Benefits:
- Fast Decision-Making: Provides quick answers to design questions and helps to narrow down design options.
- Cost-Effective: Efficient use of resources.
- Versatility: Easily combined with other research methods.
Considerations:
- Avoid Premature decision-making: Not suitable if you’re still in the early stages of the design process, as it may prematurely exclude ideas that you haven’t yet considered.