The web designer’s premier aim is to develop a website’s user experience (UX) in such a way that it aligns with the needs of all the website’s stakeholders. Overabundant access to end-user data — from client e-mails on business rules, transcripts of customer usability testing, and even help desk training recordings — can flood a project management team. This is a brief guide to managing the information overload in research by transforming insights into tangible benefits for the ultimate web users.
Table of Contents
User Experience Research
Design research is often an expensive undertaking in terms of fiscal budget, time schedule, and work scope. In order to justify overarching changes, the design team must qualify the dozens of suggestions to meet the seven UX standards:
- Useful
- Usable
- Findable
- Credible
- Desirable
- Accessible
- Valuable
Based on each response from the survey data, the UX design team will want to identify the calculable problem that the user believes causes a delay or obstruction to the end goal, which is a quality customer experience on the web. From there, the team will review each suggestion provided by study participants and measure how well it meets the above criteria. How useful is the potential addition? Can we create a usable experience with this insight in mind? Will the team be able to make the alteration easy to find on the site? For this analysis, the delivery team needs a tool that will compile the requests into a definitive action plan. This plan, ultimately, will incorporate gleanings from the research into the company’s web product. The UX research presentation elucidates the story the design team must tell to skillfully produce such a document.
Storytelling
We learn early in primary school that every story has a beginning, a middle, and an end. For graphic design developers, presenting survey and testing results concerning the UX should start with why the team attempted testing, what the broad strokes of the research concluded, and, finally, how the team can definitively make these reforms come to pass. Keeping the end audience in mind, the presenters will walk the group through the research methods, as well as the limitations of qualitative data. It will be helpful here for the deck maker to distinguish the direct quotes that describe the customer’s point of view. Without any insight into their perspective, the site will remain working the way the developers want. Unfortunately, this action won’t take into account the individual cases where a customer will feel the need to use your product over someone else’s.
Visualization
Perhaps the web experience in question is one that has been operating for a while successfully. This type of project may have a somewhat easier time interpreting all the data points. However, it is misleading to believe a bunch of graphs and charts will aptly break up all the necessary content. Instead, there should be eight to ten slides of information maximum, with four or five templates created for consistency to simplify the deck. In addition to the more common examples of visualization, one may find the following tools helpful as well, including a historical map of a target customer’s region, a video screen capture of the experience in question, or an illustration of the customer in action.
Creating an exhibition of the discoveries from end-user testing will help the design team be able to explain the shortcomings of the current UX. Moreover, a deep dive into the current findings will make the data more meaningful for the audience, inspiring the manufacture of a solid website with credibility, desirability, accessibility, and value.
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