Why UX Research Matters:
UX research helps you answer two fundamental questions:
- What do users say? This involves gathering user feedback on their opinions, attitudes, and feelings about your app (or app concept). This is attitudinal research.
- What do users do? This involves observing how users actually interact with your app. This is behavioural research.
To better understand the landscape of UX research, it's helpful to consider a framework that categorises methods based on two key dimensions:
- Attitudinal vs. Behavioural: As mentioned above, does the research focus on what users 'say' or what they 'do'?
- Qualitative vs. Quantitative: Does the research aim to gather rich, descriptive insights (qualitative) or numerical data (quantitative)?
This framework, visualised in the image below, provides a helpful overview of the diverse approaches available.
👍 Pro Tip: Qualitative research also typically involves a smaller sample size than quantitative research. Nielsen Norman Group recommends 40 participants—see our full rundown of how many user testers you need for different research methods.
Common UX Research Methods
Before we begin any research, you should customise your approach to suit the objectives of the research. Below is a list of 11 popular research techniques for you to leverage:
User Interviews:
What: One-on-one conversations with target users.
Why: Deep insights into user needs, motivations, and pain points.
When: Early stages of development, exploring ideas, defining your target audience, or gathering feedback on prototypes or existing products.
How-to Articles:
- Nielsen Norman Group: User Interviews - This article covers planning, recruiting, conducting, and analysing user interviews. It's a comprehensive guide.
- UserTesting: How to Conduct User Interviews - A practical guide with tips and best practices.
- Optimal Workshop: How to Conduct Effective User Interviews - Focuses on creating effective questions and analysing the data.
Field Studies:
What: Observing users in their natural environment – where they would typically use your app.
Why: Contextual understanding of how your app will be used in the real world.
When: This can be used at all stages of development
How-to Articles:
- Nielsen Norman Group: Field Studies - Explains the value of field studies and provides a practical guide to planning and execution.
- Enago Academy: How to Conduct a Field Research Study: A Complete Guide - This guide covers the entire process, from defining research questions to analysing data.
- Interaction Design Foundation: Ethnographic Research - Provides a more academic perspective on ethnographic research.
Focus Groups:
What: Moderated group discussions with a small group of target users.
Why: Diverse perspectives and initial reactions to concepts.
When: start or end of project, to gather diverse perspectives and get initial reactions to your concepts or
How-to Articles:
- User Interviews: How to Conduct Effective Focus Groups - Offers practical advice on moderating focus groups and analysing the results.
- Qualtrics: How to Run a Focus Group: Step-by-Step Guide - A step-by-step guide from planning to reporting.
- SurveyMonkey: How to Conduct a Focus Group - Provides tips on recruiting participants and creating a focus group guide.
Surveys:
What: Questionnaires distributed to a larger group of users.
Why: Quantitative data on user satisfaction, preferences, and demographics.
When: Throughout the development process, to gather data on user satisfaction, preferences, and demographics.
How-to Articles:
- SurveyMonkey: How to Write Survey Questions - Focuses on crafting effective survey questions.
- Qualtrics: Survey templates - Provides a lot of different survery templates for your particular use-case
- ContentSquare: How to create a survey in 4 simple steps - Provides tips on creating engaging surveys that yield valuable insights.
Usability Testing:
What: Observing users as they interact with your app (or a prototype) to identify any usability issues.
Why: Insights into how users interact with your app and where they encounter problems.
When: Throughout the design and development process, and critically, before you launch your app.
How-to Articles:
- Nielsen Norman Group: Usability 101: Introduction to Usability - A foundational article on usability testing.
- Maze: Usability beginners Guide - A comprehensive guide covering various aspects of usability testing.
- UserTesting: The complete guide to usability testing - Provides practical tips and best practices for conducting usability tests.
👍 Pro Tip: Design realistic user testing scenarios to encourage authentic behaviour. For example, "You just received a push notification...what do you do next?" (leading into the task) allows for organic exploration. Avoid overly structured tasks that trigger a "completionist" mindset.
A/B Testing:
What: Comparing two versions of a design or feature to see which performs better.
Why: Data-driven insights to optimise your app for conversions and engagement.
When: Throughout the design and development process or on large scale after launch, for continuous improvement and optimisation based on real user data.
How-to Articles:
- Optimizely: A/B Testing: The Complete Guide - A comprehensive guide to A/B testing, covering everything from setup to analysis.
- VWO: A/B Testing Guide - Another detailed guide with practical advice and examples.
- HubSpot: How to Do A/B Testing: 15 Steps for the Perfect Split Test - Focuses on running effective A/B tests that lead to meaningful results.
Concept Testing:
What: Gather feedback on a new product or feature before you invest in development.
Why: Validation of your product or feature ideas and their potential appeal to users.
When: Early stages of development, to test the feasibility and appeal of your concepts.
How-to Articles:
- SurveyMonkey: Concept testing: methods and examples - Explains how to conduct concept testing using surveys.
- Qualtrics: Your ultimate guide to concept testing- Provides a comprehensive guide to concept testing, including different methodologies.
- Maze: https://maze.co/guides/concept-testing/ - Offers practical advice on conducting concept tests with users.
Card Sorting:
What: Users organise topics or information into categories that make sense to them.
Why: Insights into how users think about the information architecture of your app.
When: Early stages of design, when you're defining the structure and organisation of your app's content.
How-to Articles:
- Optimal Workshop: Introduction to card sorting - A comprehensive guide to card sorting, covering different types and methods.
- Nielsen Norman Group: Card Sorting: Uncover Users' Mental Models for Information Architecture - Explains the benefits of card sorting and provides practical tips.
Tree Testing:
What: Users try to find specific items within a text-based version of your app's navigation.
Why: it's great: Evaluation of the findability and organisation of information within your app.
When: During the design process, to refine your app's information architecture.
How-to Articles:
- Optimal Workshop: Tree Testing: A Complete Guide - A comprehensive guide to tree testing, including how to set up and analyze results.
- Nielsen Norman Group: Tree Testing: Measuring Findability on the Web - Explains the benefits of tree testing and provides practical advice.
👍 Pro Tip: While Tree Testing is excellent for measuring findability (how easily users can locate a specific item), it's less directly suited for measuring discoverability (how easily users can stumble upon new or unexpected content). Discoverability is often better assessed through methods like card sorting (to understand users' mental models) or unmoderated usability testing where you observe user behaviour without giving specific tasks. Consider combining Tree Testing with other methods to get a complete picture of your information architecture.
Five-Second Testing:
What it is: Users are shown a design for just five seconds and then asked about their impressions.Why it's great: First impressions and understanding of your design's clarity and effectiveness.When to use it: Early stages of design, to ensure your design is clear and effective at a glance.
How-to Articles:
- lyssna: Five second testing guide: Definition & key considerations - Offers a practical guide to conducting five-second tests.
- Maze: five-Second Testing: Step-by-Step Process + Example - Explains what five-second testing is and share an examples of what to expect when conducting a five-second test.
Diary Studies:
What: Users keep a diary to track their interactions and experiences with your app over a period of time.
Why: Deep insights into user behaviour and how your app fits into their daily lives.
When: Early stages of development, to gain deep insights into user behaviour in real-world contexts.
How-to Articles:
- Nielsen Norman Group: Diary Studies: Understanding Long-Term User Behavior - A comprehensive overview of diary studies, including planning and analysis.
- Maze: Diary research: Understanding UX in context - A detailed guide covering different aspects of diary studies/ research.
- UXPA: A complete guide to diary studies in UX research - Offers practical advice on conducting diary studies effectively.
To help you get started:
To help get your started on your next research project. Here is a list of 50 templates that ODette Jansen put together for the community 50 notion Research templates