UX RESEARCH TOOLKIT
The following are a set of tools which contributors can use, if helpful, to aid in the process of identifying barriers. Each tool will have a corresponding set of markers set at the end of each description. (QL-U, for example, would mean Qualitative, User Focused Research)
As contributors complete different research methods they can plot them on the target in the corresponding areas. This allows contributors to both perform an audit of which research methods they have already completed, as well as illuminate areas of research which are lacking.
Immersion
Understand both a store and their shoppers by immersing yourself in their world.
First Impressions: Take time during your initial visit to the site to write down all first impressions. (QL-S, QL-U)
Reviews/Forums/Blogs: Read through the client's reviews/forums/blog for customer comments. (QL-S, QL-U)
Terms & Conditions: Dig through the client's terms and conditions for any relevant information. (QL-S)
Checkout Process: Go through the checkout process and record every step. Create quick wireframes of every step of the checkout process. (QL-S)
Chaos Browsing: Go through the site clicking as you will. Find the deep corners and unexpected places of the site. (QL-S, QL-U)
Ecosystem
Research into the world around the store itself.
Market/Vertical: Learn about the market or vertical that the store exists in. Are there any unique cultural norms around shopping online? (QT-E, QL-E)
Consumer Psychology: This could include online papers and resources as well as books and library resources. (QT-E, QL-E)
Analytics
Hard numbers from the client's site (or similar sites) to back your decisions.
Client-Provided Analytics: Review pre-prepared insights from the client, or if available, access their in-house analytics such as Omniture or Google Analytics to identify new insights. (QT-U, QT-S, QT-E)
Internal Analytics: Analytics from within Granify of similar stores or markets (QT-E)
Self Analytics Exploration: Look into GA yourself (QT-U, QT-S, QT-E)
Expert Analytics Exploration: Ask equipped members of your squad to explore analytics. (QT-U, QT-S, QT-E)
Interviews/Surveys
Understand your users by talking to them directly.
Internal Customer Interview: Interview people within Granify who are customers of the client. (QL-U)
Internal Expert Interview: Interview people within Granify who are experts in the area or process. Could be Designers, Data Scientists, AE/SAD, or more. (QL-U)
Customer Interview: Interview customers outside of Granify. (QL-U)
Staff Interview: Interview the staff at a store. (Ie. TRU retail employees) (QL-U)
Quantitative Survey: Perform a survey focused on gathering numbers. For example: "On a scale of 1-5…" (QL-U, QT-U)
Client Discovery Call: Spend time beforehand preparing questions, include both targeted and open ended questions. (QL-U, QT-U, QL-S, QT-S, QL-E, QT-E)
Examples of Good Survey Questions
Overview of Interview Practices
More on Group Interviews
Info on the "Five Whys" technique
Customer Empathy
Turning wide swaths of information into usable tools for determining barriers.
Define Your Audience: Before you dig into your in-context research, it’s critical to know who you’re designing for. (QL-U, QT-U)
Storyboard: Storyboard the shopping process. (QL-U, QT-U, QL-S, QT-S)
Unstructured Thinking
Go outside of these tools and find new techniques.
- Block of a defined amount of time, and do whatever you think needs to be done to help discover barriers. If a process or tool is discovered that works well, document and share!
Analogous Inspiration
View a situation in a new context.
To get a fresh perspective on your research, shift your focus to a new context. On a large sheet of paper, list the distinct activities, behaviors, and emotions you’re looking to research. Next to each one, write down a setting or situation where you might observe this activity, behavior, or emotion. When you make your visit, pay close attention to what it is you’re seeking to understand, but remain open to all kinds of other inspiration.
Gut Check
Distill outrageous ideas down to their core.
Use this tool to start eliminating the barriers that do not merit pursuing. This technique is useful for distilling crazy ideas down to their core essence.
Idea Grouping
Write all barriers on sticky notes and group like ideas together.
Pull out any major or significant potential barriers, then rank according to a set of criteria agreed upon by the group. Criteria could include: scope, likelihood to convert, potential impact and more. Provide rationale or data to back up why you believe these to be top barriers. Include both qualitative and quantitative evidence.
More on Card Sorting. (I recommend clicking through the “Detailed Description,” “How To,” and “Special Consideration” tabs.)
Scoring Matrix
Rate barriers on three important factors.
These three categories have important bearing on a barrier’s value to Granify.
Coverage or Scope How many shoppers does this barrier impact?
Conversion Likelihood Barrier notwithstanding, what is the likelihood that the shopper this barrier affects will convert? The deeper in the funnel, typically the higher the likelihood.
Potential Impact If this barrier is overcome, how much positive impact would Granify have on the retailer?
Ranking each out of 10 gives you a possible maximum score of 30.
Sample scoring matrix
| Barrier Name | Coverage or Scope | Conversion Likelihood | Potential Impact | Total Score |
|---|---|---|---|---|
| Price is too high | 8 | 7 | 7.5 | 22.5 |