What’s the return on investment (ROI) for UX research activities? Do better user experiences lead to desirable business outcomes? If a product is more useful and more usable, then people should be more likely to purchase, use, and recommend it. But how can we quantify these links? Understanding the ROI of UX research starts with
It’s a lot faster to mock up an image of a webpage than to build a working webpage. Using images as prototypes allows for quick iterations and testing by having participants click on locations as if it were a real working webpage or app. But does an image used in a click test elicit the
Purchases and referrals are two closely tracked company metrics. If you can predict the extent to which people will purchase and recommend, then you will have some idea about future revenue and growth. Much of that forecasting is done through surveys using behavioral intention questions. The behavior for purchasing is, of course, actually buying something.
It’s hard to conduct user research without users. And current and prospective users are often people who sign up to an online panel to get paid for taking studies. But who are these people who spend time taking surveys, unmoderated usability studies, and product concept evaluations? Can we trust them? We’ve written before about the
One box, two box, red box, blue box … Box scoring isn’t just something they do in baseball. Response options for rating scale data are often referred to as boxes because, historically, paper-administered surveys displayed rating scales as a series of boxes to check, like the one in Figure 1. Figure 1: Illustration of “boxes”
In an earlier article, we demonstrated how it’s completely permissible from a statistical perspective to report numbers when studies have very small sample sizes (fewer than ten people). When you use numbers, you can present them as raw numbers, fractions, or percentages. You can present them in a report, on a train, or on a
Online banking is ubiquitous. Banking websites and apps are an integral part of our financial lives. They are no longer seen as merely nice-to-have features of a banking relationship. Consumers have come to expect the ability to do simple and complex banking transactions from their computers or phones. This digital transformation especially accelerated during the
The time it takes to click on an element on a page is a function of its size (Fitts’ Law). People can only keep 7 ± 2 items in short-term memory (Miller’s Magic Number). When multiple similar objects are presented, people will prefer the most different one (Von Restorff Effect). People like to have laws
Beyond speculation and hyperbole, we’ve been exploring how ChatGPT can be used in UX research. In two earlier articles, we conducted analyses that suggested ChatGPT may have a role, given the right research context. In the first analysis, we found that ChatGPT-4 was able to assist researchers in sorting open-ended comments. In the second analysis,
You’ve decided to conduct a survey. Congratulations! Now it’s time to get into the details. In our experience, one of the most soul-crushing difficulties of running surveys is the process of defining and finding participants. In this article, we’ll go over some of the logistical details you’ll want to sort out before launching your survey.
