top of page

Research - Analysis & Strategy

Since I started with UX, I have always been interested in some kind of detective work and enjoyed working with some research. I like UX research because you really come closer to the users and the service. That can really help you ignite a process. By performing target group analysis quite early, I learned to understand what the service currently means for the users and what we potentially want it to mean. I honestly think it is crucial to never abandon research as the world is under constant change and you always want to know if the current product you are offering, is still as valuable as it was. A solution that worked perfectly well a year ago, might not be the best solution right now and by understanding our users (and potentially new undiscovered users), we can understand the current state and decide on steps to take us forward.

Impact Map

As soon as I saw this technique, I was curious and wanted to learn more. Impact mapping really opened up the opportunity for me to see the core values of a service and who the service is valuable for. It also let me understand the reality of the solution and, if the users needs and expectations are being matched.

Impact mapping is a technique that can be used to document:

  • Why - is this service meaningful?

  • Who - is this service meaningful for? What are the users’ purposes and needs?

  • How - is this service helping our users and how effectively is it helping?

  • What - can we build to help our users and what do we remove?

A clearly defined goal helps us understand what we want to achieve and can work towards it.

Impact Mapping can help us prioritize:

  • Which/what functions support the behavior that can have the most impact on reaching our goal?

  • Set measurable goals that help us make the right decisions.

Qualitative - Interviews

Interviews have been an effective way to perform qualitative research ever since I did my first interview. It helped me understand peoples behaviors, motives, needs, and attitudes. Interviews can be done in a real-life environment but also digitally online. The advantage of a real life interview is that one can observe body language, though sometimes it can be a bit costly and time consuming to perform interview studies. Digital interviews are flexible, it is sometimes easier to connect and perform a digital interview without having to plan a meet-up, especially if the participant is having a busy schedule. Observing the target group that is performing an action can also be a great way to do qualitative research. By observing, we can see how people act and react. That can help us understand if the fundamental idea of the service is understandable. These are great methods of qualitative research that are essential.

Thematic Analysis

I have been analyzing data after every interview and structuring the data by breaking down the notes and collating them with the initial codewords. I have also grouped the data into themes and wrote a narrative to tell the story of the research.

Performing a Thematic Analysis:

  1. Transcribe - interviews

  2. Highlight - interesting words, sentences, and reactions

  3. Decoding  - collate your marked data and codewords

  4. Identify - themes by grouping your codes

This is a great time to lift quotes and comments from our users to build a stronger and more trustworthy presentation based on real data!

Quantitative - Surveys

I have used surveys to perform quantitative research and it helped me complete the image of the users and validate previous data. It was a quick way to reach a group of people and gather insights. It was also easy for the users to fill out the questionnaire whenever they have the time. The times I used this method, it was important to have questions that scope the area I was researching, asking too many unnecessary questions could feel overwhelming and some participants did not complete the survey.

Value Proposition Canvas

Value Proposition Canvas is another promising method that I have been introduced to. VPC allows us to precisely define customer profiles, visualize what kind of value we create with the service, and achieve a Product-Market fit. We can define the service's most important components, what pains to relieve, and what gains to create.

This is a great template to use in workshops where employees from different positions sit down and participate.

Canvases_the-value-proposition-canvas 1.png
bottom of page