7.4

Question 1

benefits of primary research

Answer 1

better understand the problem
first hand data
flexibility

Question 2

benefits of secondary research

Answer 2

quick
easy to source
available
saves time + money
wider context

Question 3

quantitative research

Answer 3

data driven + objective, measurable (who what where etc)

Question 4

qualitative research

Answer 4

abstract + subjective, open to bias, lack of reasoning (why, how)

Question 5

field research

Answer 5

gathering data abt the interactions of people with designs in their natural environments (work, home…).

first hand observation of user experience
can really help discover new design opportunities

Question 6

why is field research reliable

Answer 6

due to real life context

Question 7

advantages of field research

Answer 7

first hand knowledge
specific data
more user centered designs

Question 8

disadvantages of field research

Answer 8

quite narrow data
emotionally taxing bcs need to establish relationship between interviewer + user

Question 9

method of extremes

Answer 9

method in which the extreme ranges of a population are sampled in order to design for

Question 10

what percentiles are typically used in the method of extremes

Answer 10

typically 2.5 and 97.5 percentiles

Question 11

advantages of method of extremes

Answer 11

greatest number of users accommodated

Question 12

disadvantages of method of extremes

Answer 12

may be sensitive for groups to be involved => you have to be more refined in design process

Question 13

user observations

Answer 13

intended client uses design while experts observe, taking notes. can happen in a field or controlled environment

Question 14

advantages of use observations

Answer 14

insight into customer experience
tested under use conditions
help find usability issues

Question 15

disadvantages of use observations

Answer 15

likelihood of observer bias
data may be difficult to analyse

Question 16

interviews and focus groups

Answer 16

collection of responses from users, observation of users interacting w the product

Question 17

main goal of interviews and focus groups

Answer 17

usually conducted face to face => goal is to gather opinions on a product in a more informal manner

Question 18

advantages of interviews and focus groups

Answer 18

socially oriented => people feel more at ease
quick results
promotes group conversation
can ask clarifying questions

Question 19

disadvantages of interviews and focus groups

Answer 19

expensive
group setting can influence answers
moderator bias
small sample size may not be truly representative

Question 20

questionnaires

Answer 20

more structured than interviews bcs specific set of questions helps focus responses

Question 21

advantages of questionnaires

Answer 21

cheap
easy to administer
large number can be done

Question 22

disadvantages of questionnaires

Answer 22

“static” – barely any interactions
maybe only interested people will fill it out => bias

Question 23

affinity diagrams

Answer 23

graphical tool that helps classify + organise facts, opinions, ideas. data is generated within one common format

Question 24

what can affinity diagrams be used for

Answer 24

to analyse feedback, prioritise problems, decide next steps, identify quick wins

Question 25

advantages of affinity diagrams

Answer 25

simple cheap builds teamwork

Question 26

disadvantages of affinity diagrams

Answer 26

time consuming

Question 27

participatory design

Answer 27

approach to involve all stakeholders in the design process to ensure everyones needs are met

Question 28

advantages of participatory design

Answer 28

direct connection to stakeholder strong relationship w client -- can be good for designer

Question 29

disadvantages of participatory design

Answer 29

hard to get actual desires of client, you have to understand that the response is surface level you have to build a strong relationship with the client

Question 30

paper prototyping

Answer 30

giving user prototype of product and observing how they interact with it. its a variation of usability testing. designers create paper mock ups of interface and users navigate through it

Question 31

advantages of paper prototyping

Answer 31

quick affordable iterate easily

Question 32

disadvantages of paper prototyping

Answer 32

time consuming not full user experience bcs low fidelity

Question 33

natural environment

Answer 33

user interacts w design in environment in which its intended

Question 34

usability labs

Answer 34

specialised spaces where testing takes place. environment has tools, equipment etc (its controlled) to gather specific data

Question 35

advantages of natural environment

Answer 35

real life context tested in intended environment

Question 36

disadvantages of natural environment

Answer 36

slightly biased mostly qualitative data

Question 37

advantages of usability labs

Answer 37

can be w high tech equipment => better monitoring controlled environment => make sure its used as intended

Question 38

disadvantages of usability labs

Answer 38

high tech equipment to monitor => costly can be intimidating for users