7.3 Strategies for user research
Essential idea
The designer needs to understand the reasons behind the behaviours, wants, and needs of the user.
Nature and Aims of Design
Nature of Design
Designers should select research strategies based on the desired user experiences in the context of the product, service or system. The purpose of user research is to identify needs that reveal the complexities of personae. Real-life scenarios that simulate “actual” user experiences can generate new findings. (3.4, 3.5, 3.6)
Aims of Design
Aim 2: The various strategies for user research can be used by the designer to explore the true nature of a problem. Through the use of personae and use cases, the designer can build a range of possible scenarios with which to explore the problem in detail.
Guidance
As DP Design Technology student you should:
Understand that users can be classified by age, gender and physical condition.
Understand Scenarios are based on best, worst and average case.
Concepts and principles:
Using tools such as personae, scenarios, and use cases, designers build a picture of the user with which they use to understand the design context.
Step-by-step instructions for defining a User Group and Creating a Persona
Designers need to explore the nature of a problem in order to design the most effective and suitable solution. Through using various research strategies designers can being to understand the user, and design accordingly.
Designers will use research strategies to:
identify opportunities for product diversification
understand the needs and context of the user group
further focus their exploration of the design problem and user group
Of great importance is selecting research strategies that help uncover the actual needs of the users.
User populations
The user population is the specific group expected to use a product. Through careful research, the user is carefully defined. Most products are designed for use by different populations, and thus are designed to appeal to a broad user population. However, many successful products are designed for a very narrow user population as they meet the specific and unique needs of this group.
Classifying your users is an essential component of your IA. You can use this information in Criteria A1, A2 and A3 to create specifications, identify extreme users, as well as determine which individuals to interview, observe, or involve in user testing.
Broad User Group
Apple products are designed to appeal to a wide range of users, from young children to adults
Designers should select user research strategies that match or are relevant to the user population.
Narrow User Group
Extreme rock climbers who spend multiple days on a rock wall require a specific type of tent that meets their unique performance and safety requirements
Classification of Users
Users can be classified into groups according to physical criteria such as age, gender, and physical condition. Groups can be further classified according to habits, interests, and emotional responses.
Classification is important because it helps the designer to gather detailed and specific feedback that is specific to the group. For example, a user group consisting of older users with arthritis in their hands will have specific needs and perspectives about how to use kitchen tools, than users in their early twenties.
Physical Criteria
Age
Gender
Physical Condition (health, ability, disability, mobility)
Additional Criteria
Preferences
Habits
Interests
Beliefs (vegetarian, vegan, religion, politics, etc.)
Consider how the function of each of these baby strollers is defined by the different needs of each user group.
Personae
Personae are descriptions of the "typical" user or stakeholder in a design context. Personae are tools that help define the user group and gather data to inform design decisions. Personae to put a human face to the user, however, they are fictional and are not an actual person.
Characteristics of personae
based on user research such as interviews and observations
focus on users goals
represent common patterns in the user group
specific to the design context
The example below shows a variety of different users for one product. Consider how different needs are prioritized.
Types of personae
Persona can be grouped into three types. The examples below consider how personae would be developed for the redesign of business class seating for an airline.
Primary Personae
These are personae that represent the primary target users
e.g.: Business class passengers for an airline
Secondary Personae
These represents not the primary users but uses whose needs must be met in someway.
E.g.: Elderly passengers flying business class; Airline stewards
Anti-Personae
These represents users for whom the product is not being designed for
E.g.: A high school sports team flying economy class to a sports event
Criticism of Personae
Because personae are fictional and don't actually represent a real customer, they are criticized for not being an accurate research method. In addition, poorly constructed personae can be based on stereotypes and erroneous assumptions about the user group, weakening their effectiveness in the design process.
For designers then it is essential to consider the value of using personae in the research process, and any personae used must be carefully constructed.
Scenarios
Scenario scenario is a sequence of events based on assumptions by researchers and designers. They represent a conceivable situation. Designers need to consider best worse than average case scenarios. They can considered a "user's story" and focus on the sequence of events or interactions a users experiences.
Scenarios can be presented as storyboards, narratives, or story maps.
Use Cases
Use cases focused specifically on how the user interacts with the product or system.Use cases describe the usability of a product or system and the steps needed to accomplish a specific task
How to create a Use Case, Usability.gov
