USER EXPERIENCE RESEARCH (UX)
How to identify if you need User Experience Research (UX)?
You’ve got a website, you’ve spent money on SEO and you have written some great content, put up company awards, and a cute photo or two of the team having fun at the last bonding day. You may even have a quirky website that makes you look cool and funky. Well done so far – but have you thought about this? Who really owns your website?
If you answered your customers, clients, or consumers then you really need to think about your website as a service, rather than just a marketing tool. It is a way for customers to contact you, get something from you or interact with you in some way. This means that you need to think about how your website delivers to your users and the best way to do this is to conduct some research prior to the design. Do you actually understand what customer problem or need you are solving for in your website design?
What is User Experience Research (UX)?
User experience research focuses on the rational and emotional responses of users in the moment. It should help you understand your customer/buyer needs and motivations, how they like to navigate, what kinds of information they expect from you and it should also provide a customer’s perspective on your competitor sites. It should also provide recommendations on how to keep the site simple, easy and convenient for your customers.
Broadly speaking the way to make your website simple is to use industry conventions in common language and terminology, and simple navigation heuristics but the site should ultimately be built using buyer personas, understanding buyer or customer typologies, needs, typical behaviours, browsing habits, and information typically searched for on websites. The goal here is simplicity and research can help you get there.
Importantly a website should never frustrate, annoy or confuse your customers. You must always consider how adding new widgets, or extra pages will impact the user experience and potentially push them away, rather than pull them to you. Research can also test existing digital sites from website to social media platforms to understand the total user experience of these brand touchpoints and what you can do to create better engagement and gratifying customer experiences. We need to understand functionality, features, content and user flow.
From our research, we often see 7 things that really annoy, confuse or impact user experience on websites.
- The circle of death – a slow loading site is a buzz killer
- Hard to navigate sites with too many clicks down to the desired information
- Creative elements that don’t do anything, or do too much (eg: video that plays automatically when page loads)
- Sites that can’t be read easily on mobile or tablet
- Lack of search function, inaccurate results or complex search functions that always lead to 0 results
- Forms that request too much information and passwords requiring complex construction
- Content that says nothing or is designed to hide rather than share
But there are many more than this, and research can help you understand frustrations and barriers to better usability and customer engagement and how to overcome them.
Independent of buyer behaviour and preferences, we can understand if a page on your site changes the visitor’s state of mind negatively or positively. We can understand if your visitors disinterested or confused, or do they seem to be exploring, engaged or focused and identify which elements on the page encourage positive behaviours.
UX services at Ruby Cha Cha
Research that listens to and understands your customers and end users – from initial exploratory work into post launch research. Our services include:
- Website and social media audits
- Focus groups with usability testing facilities (desk, tablet, phone)
- Buyer persona development
- Competitive reviews
- Agile testing of site development and prototyping
- Eye tracking and emotional measures and video recordings of usability
- Heat mapping
- Ux testing – we can help you user test your new designs (usability test) quickly and make recommendations
WANT TO KNOW MORE?
Give us a call if you want to find out more about Usability (UX) Research and how Ruby Cha Cha can help you design or execute a better brand touchpoint.