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User Research Methods for Product Development

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You have decided to launch a new user research study. You created activities for users to complete, invited participants, and then ran some tests. Then a week later, you’re still trying to make sense of the data. Isn’t it annoying when that happens?

You argued that inviting more people would give you more information and better data to make smarter decisions. However, it just ruined your search strategy. This is why you will now have to apply an evolutionary research method.

What is an evolutionary research method?

Scalability refers to the ability of a system to cope and perform well in the face of an increasing or growing workload. When challenged by higher operational demand, a system that scales efficiently will be able to maintain or even improve its level of performance or efficiency.

Even when working with a larger sample, a scalable search strategy can provide excellent results. In other words, even if the number of participants is greatly increased, it can produce useful information.

Read: Top 5 Software Development Methodologies

Scalable research methods for product development

A/B testing

The concept behind an A/B test is simple. You first identify something problematic (e.g. a page with a high form abandonment rate), then hypothesize what might be causing it based on research and analysis, and finally create a version of this page with an item you want to test.

Also, if you increase the number of visitors viewing said page, A/B testing produces even better results.

Despite its advantages, it is essential to proceed with caution when using this study strategy. You must not mislead potential consumers by making misleading claims about the capabilities of the product, as this may influence subsequent acceptance.

Another possible danger is incorrectly analyzing test results and making misleading choices based on insufficient information.

This approach is great for evaluating creative concepts, UX language (titles, taglines), branding aspects (logo, graphics), and product concepts (e.g. analyzing which features are more appealing than others), but it should not be used to make critical UX choices.

Clickstream analysis

Clickstream is another of the many well-known research methods for product development. Clickstreams, also known as clickstreams, show the path a visitor takes when browsing a website.

A clickstream report reveals when and where a visitor arrived on the site, which pages they viewed, how long they spent on each page, and where they exited. Clickstreams make it easier to understand what users are doing in your app or on your website.

This information can be used to identify the most commonly used application features and detect possible problems, such as users spending too much time on a certain page or step. Since the entire data collection process is automated, the process can run smoothly and efficiently without any bugs or issues and regardless of the sample size.

Read: Choosing the right workflow automation software?

Surveys and questionnaires

It’s a recipe for research failure to ask people what they want. However, asking people their opinion on feature choices, for example, can help you plan the future of your product and meet user expectations.

Polls and surveys allow you to gain insight into user experience and preferences while providing helpful feedback. Polls and surveys can be used to evaluate ideas, gather feedback on a new feature, test a new concept with people, and more. When conducted on a large sample of users, they often provide the most useful information.

Online and email surveys

Surveys have become one of the most popular quantitative research methodologies. They allow us to investigate problems using almost endless test samples. In fact, the larger the test sample, the more accurate the results will be. The quality of your survey results is, of course, related to your sample size and the factors used to develop the research questions. Surveys, on the other hand, can be the most scalable approach to testing a hypothesis if you target the right users with well-designed questions.

The two most popular forms of survey in product development are online (as in website or in-app surveys) and questionnaires sent by email to a selected sample of users.

Screen recordings, heatmaps and clickmaps

All three approaches make it easier to understand by graphically representing user clicks, taps, and scroll activity in your product, platform, app, or website.

They track everything consumers want from your product, areas or features that interest them, what catches their eye, and options they might find confusing or out of place.

On the other side, screen recordings allow you to see users using your app. You can see what they click (or try to click), how they interact with the UI, and how they interact with different elements.

Conclusion

All of the above user research methods can be performed on different types of budgets: from a low budget to a high enterprise budget, those who choose to voluntarily trust these activities will have a significant influence on the feel final, the UX and the product development process.

It is essential never to let market and customer demands push a new product concept into the unknown. The best ideas may seem mediocre at first, so only thorough user research can help you distinguish between mediocre and great ideas.

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