Surveys are a good way to collect opinions, but rarely a good methodology to understand behaviour. Surveys are useful when you need a numeric answer to a specific, well-researched question from a clearly defined group of people. Don’t use a survey if you require long, detailed answers. Use a qualitative research method instead.

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In UX design, metrics are used to measure how something is performing, and the “Net Promoter Score” (NPS)is recognised as being the gold standard of measuring satisfaction. Satisfaction may be a fairly good indicator for success when assessing your customers, however, there is often little or no connection between satisfaction and loyalty when it comes to services. Often it’s customer effort that is the decisive factor in determining whether a customer’s needs are being adequately met.

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The usability of a product is contextual and depends on the different roles of users, environments and tasks they need to do. It’s important to measure effectiveness relative to these and to make sure we have quantitative and qualitative data to help us collect information and compare against benchmarks.

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Prototyping is a multi-disciplinary activity, spanning across digital design, industrial design and everything in between. Whilst being precursors to the end product, prototypes may vary in fidelity. This article will look at digital prototyping, providing guidelines you can use to determine when you should and shouldn’t build one.

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“Affinity diagrams” are a UX designer’s tool, used to capture and synthesise qualitative data. This tutorial will look at preparation, recruitment, building an interview guide, interviewing, extraction, and finally synthesis! Additionally, I’ll explain how to use your affinity diagram to create UX artefacts such as personas and customer journey maps.

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Let’s have a look at affordances in the digital realm, specifically how we can take these principles and apply them to the everyday UI elements we create such as buttons, form fields, icons, metaphors and other visual elements.

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