Here are some interesting finds on UI/UX of the week!
Quantitative User-Research Methods. Another great article from the Nielsen Norman Group, focused on Quantitative user research methods. The methods in detail include: Benchmarking, Card Sorting and Desirability Studies. Highlight of the article includes:
“Quantitative desirability studies attempt to quantify and measure some quality of a product — such as aesthetic appeal, brand strength, tone of voice. These studies can be customized depending on your research questions, but they generally involve first exposing participants to your product (either by showing them a still image or by asking them to use the live product or a prototype). Then you’ll ask them to describe the design by selecting options from a list of descriptive words. With a large sample size that is representative of your population, trends start to emerge. For example, you may that 84% of respondents describe the design as fresh.”
Customer Retention. Very informative article/case study, which colorfully illustrates the challenges of creating memorable and effective onboarding experiences and how they lead to customer retention, which in itself has become a staple for a successful product design endeavor: not just sales conversions, but customer retention. Highlight of the article includes:
“We realized early that you can have all the tactics in the world but if they hit your homepage and your homepage is bad, it’ll go to shit. If users sign up and you don’t have them doing anything useful after that, it’ll go to shit. If they go through onboarding and your onboarding sucks, it’ll go to shit. If you get it all right, they’ll become a happy customer, at which point your new obsession becomes keeping them. If you don’t keep them, they’ll either leave or go to another product which means, again, it’ll go to shit. If there’s one point you should take from this, it’s that you have to work very, very hard to stop it all from going to shit.”
Avoiding Roadblocks to Creative Collaboration. Article focused on methods on how to improve collaboration among teams. The insightful article focuses on how to overcome items such as Vague Requests, Endless Reviews & Iterations and Lack of Automation. Highlight:
“Seek as much clarity as possible from the beginning. A well-crafted request process is the first step, but the work doesn’t end there. You’ll need to identify your stakeholders and ensure the decision-making group stays small enough to prevent projects from stalling. When it comes to feedback, specify exactly what you need feedback on and set deadlines for when people can share their thoughts. This ensures you get the feedback in a timely manner with enough leeway to implement it before your work is due.”