User Experience Research

User Experience (UX) research prioritises having the right mindset in approaching real world problems, understanding user behaviors, their needs, what they value, their abilities and motivation behind interacting with various products. Users are the people who get to interact with your product or service. People normally called customers or clients, we call them users. When users interact with your product do they enjoy themselves? Is it easy and enjoyable for them to understand it and how to use it? Is it relevant in their lives? i.e. is it solving a problem for them? UX seeks to answer these questions...and more.

Our UX process begins with empathy, the primary goal of which is hearing the users stories and experiences, understanding the people we are designing for and their contexts as well. We achieve this insight by deploying various research techniques and methodologies of obtaining feedback.

Some of the methods and techniques iteratively deployed by the iHUb UX Lab in the research phase to help with product development are:

  • Interviews – Researchers ask users questions relevant to a certain product or service and to gain design insights, develop personas as well as user stories.
  • Ethnographic studies - Entails being a fly on the wall and observation techniques in interacting with various products in diverse contexts.
  • Usability Tests - Users get to interact with a product or service
  • Contextual Interviews - is a user-centered design process that incorporates observational methods for gathering data relevant to the product via field studies, rationalizing workflows, and designing human-computer interfaces.
  • Diary Studies - are self-reporting research exercises, in which participants periodically log entries describing their experiences with a particular task, product, or activity in their lives.
  • Card Sorting - is a technique in user experience design where a group of users are guided to generate a category tree. It is a useful approach for designing information architecture, workflows, menu structure, or web site navigation paths.
  • Focus Group Discussions – is a form of qualitative research where a group of people is asked about their perceptions, opinions, beliefs, and attitudes towards a product or service. Questions are asked in an interactive group setting where participants are free to talk with other group members.
  • A Day In The Life Activities – A member from the UX Lab team gets to spend time with the target users and get insights on the design of the product