In an increasingly digitalized world, it is more important than ever that digital products not only understand the needs of their users, but are designed and developed based on them. User experience research ensures that the requirements and wishes of users find their place in the product experience. The practice of UX research is based on various methods. If carried out properly, these provide valuable insights into how users interact with your product. In this article, we take a deepdive into some of the most common UX research methods and show how they can enrich your design process.
Quick recap: User experience research is a methodological extension of the design process that allows you to empirically explore the needs and problems of users. It is important to us to design for people and only through UX research (and thus through contact with real users) can our designs be optimized and made user-friendly. Targeted surveys, tests and analyses allow us to gain well-founded insights that go beyond assumptions and provide a deep understanding of users. The aim is to validate decisions, optimize the user experience and ensure that digital products function smoothly. You can read more about how we understand UX research and why we find the topic so important here.
The toolbox of UX research experts is full to the brim. Depending on the project phase, scope and budget, different methods or a combination of different methods may be more or less suitable. We present some of the most relevant methods here:
1. interviews
Procedure: In order to gain deep insights into the target groups and stakeholders, direct discussions can be held with users to gain insights into their experiences, needs and challenges.
Advantage: Interviews provide qualitative insights and enable a deep understanding of the context and challenges of the users. The results can inform the development of new features and design solutions, as well as highlight previously unknown core elements of the product.
Scope: Interviews last 30 to 60 minutes, depending on the level of detail and depth. They should be conducted with at least five participants in order to provide as broad a picture as possible. The open nature of the interviews makes it possible to gain detailed insights into user needs.
Our opinion: Interviews (with experts, founders or users) often provide important insights, even if the initial effort is quite high. As with all UX research methods, proper implementation is necessary to ensure the quality of the results. First of all, it is important to give the interviewees a sense of security, especially in terms of ensuring that there are no wrong answers, because the user's opinion is all that matters. During the interview, it is important to avoid yes/no questions and not to influence the users' reports with your own opinions or similar. The aim is to encourage the interviewees to tell their stories, for example by asking W questions (How was your experience with XY? What did you notice?) If the interview is successful, previously unknown pain points and important needs that are relevant to the product development process can be discovered in the evaluation.
2. Online Surveys
Procedure: In an online survey, standardized questionnaires are sent to a larger sample in order to collect opinions, attitudes and demographic data.
Advantage: This method is ideal for quickly collecting quantitative data from a large number of participants. Due to the sample size, the results ideally provide representative data that allows statistical conclusions to be drawn.
Scope: A sample should include at least 100 participants in order to obtain meaningful results. The response time is between 5 and 30 minutes. In addition, sufficient time must be planned for the evaluation.
Our opinion: Online surveys are among the non-quantitative UX research methods. They are particularly suitable when many opinions need to be collected. This allows recurring themes, new findings, main objectives and more to be derived. The results of the online survey are then collected and analyzed. The use of other methods, such as affinity mapping, can help here. While the mass of responses is an advantage of quantitative measures on the one hand, there is often a lack of depth compared to qualitative approaches. No further inquiries can be made about evaluations and correlations are therefore difficult to establish. However, surveys are ideal for validating existing assumptions or results from quantitative interviews.
3. Card Sorting
Procedure: In this method, participants are presented with cards with different terms or content, which they are asked to sort, name and prioritize in groups. This results in categories that are meaningful for the users. Based on this, conclusions can be drawn about how users think and how they intuitively deal with content.
Benefit: Card sorting is particularly helpful in understanding the mindset and needs of users and aligning the information architecture of digital products accordingly.
Scope: At least 15 participants should be used for card sorting in order to obtain valid results. Card sorting can be carried out several times to refine the results.
Our opinion: Card Sorting is a task-based method for achieving qualitative results. The method can be used on its own or in combination with interviews or usability testing. This interactive method serves to crystallize the core needs and priorities of users. We find card sorting particularly useful for validating and optimizing navigation variants. Due to the simple methodology and relatively uncomplicated implementation, this method is particularly suitable as a supplement to other methods.
4. Tree Testing
Procedure: Tree testing primarily examines the page structure. Test subjects are given small search tasks that they have to solve using the existing structure of a website or app. This method tests how well users can navigate through the information architecture.
Advantage: Tree testing provides valuable data (success rates, error rate, time) on whether a navigation structure is intuitive or whether adjustments are necessary to improve user-friendliness. Like card sorting, tree testing is also independent of the visual design.
Scope: For reliable results, a sample of at least 50 participants is recommended. This method can also be used downstream as a supplement to card sorting.
Our opinion: This UX research method is task-based and achieves quantitative results. Meaningful and functional navigation is one of the core functions for successful usability. Unlike card sorting, tree testing must be carried out with an external tool - anything else is very complex and not very efficient. The results can validate your previous assumptions or show recommendations for correction.
5. Usability Testing
Procedure: As part of usability testing, users are asked to complete certain tasks on a website or in an app while their interactions are observed and recorded and their feedback is collected. It is important that the users think aloud during this process and describe their thoughts and impressions.
Advantage: Usability testing uncovers problems in the design and provides important information about user behavior, which can be used to derive concrete suggestions for improvement.
Scope: At least 5 users should be used for meaningful tests.
Our opinion: We are big usability testing fans! This method is very helpful in identifying errors and potential risks at an early stage and challenging previous knowledge about the product. Usability testing is a great way to put the bias towards your own product to the test. Findings from usability testing can initially set designers back in the process, but in the long term, adjustments at an early stage have the advantage that "problems" are resolved before actual development. Obstacles can be removed in good time. In our opinion, usability testing belongs in the standard toolbox for the development of all digital products.
6. A/B Testing
Procedure: Two different versions of a digital product are randomly displayed to different groups in the live environment to find out which version works better.
Advantage: A/B testing offers the opportunity to empirically validate design decisions and determine the version that optimizes the conversion rate. Since this method measures real user interactions, very precise findings can be made about user behavior. In addition, A/B tests generate a lot of data that can be used for evaluation and decision-making in the further process.
Scope: The scope of A/B tests depends on the tools used and the objective of the test. Ideally, a significant proportion of the user base should be included in order to achieve reliable results. The duration can vary just as much as the user base.
Our opinion: A/B tests are particularly suitable for identifying specific differences and deciding on the most suitable version based on user feedback. Whether it's the color of a button, the font or a menu structure: all digital features can be validated using A/B tests.
7. UX Expert Review
Procedure: An application or website is analyzed by a UX expert based on predefined dimensions such as structure, consistency, aesthetics and usability and put through its paces.
Advantage: The product is viewed from the outside with a holistic perspective. This makes it easy to identify both strengths and problems and derive specific measures for action.
Scope: The evaluation is carried out by at least one UX expert
Our opinion: The UX expert review is particularly suitable before a relaunch or at the start of a new project. However, it should be noted that the Expert Review only delivers the best results in combination with testing. The combination of user insights and expert opinion can provide a very sound understanding of a product - and of course we like that.
8. Preference Testing
Procedure: Participants are presented with two design options and asked to choose their preferred version. This method can be supplemented with qualitative follow-up questions to gain deeper insights into users' preferences.
Benefit: Preference testing is particularly useful in the early design phase to get immediate feedback on layouts and design decisions.
Scope: A sample of at least 20 participants is recommended in order to obtain meaningful feedback.
Our opinion: In our opinion, preference testing is ideal for simple design decisions. This method is particularly useful in the design phase to quickly decide between different layouts.
9. 5 Seconds Test
Procedure: The first impression is essential for the evaluation of visual impressions - and of course this also applies to the user experience. With this method, users take a look at a design or website for just five seconds and then evaluate their first impression.
Advantage: This method makes it possible to quickly check whether the most important messages and visual elements of a design are clear and understandable. In particular, the intuitive understanding of the relevant components is tested in this way.
Scope: For valid results, a sample of 20 to 50 users should be included.
Our opinion: This method is ideal for testing aspects of the design, such as hierarchies, for their functionality and success. The evaluation of the results gives us valuable information about which areas of the design users notice the most or whether core elements go unnoticed?
In our opinion, UX research methods are essential to ensure user-centricity in the design process. When used correctly, these methods help to validate assumptions and make informed decisions that sustainably improve the user experience. UX research can help companies to do this:
Minimize risks: Early insights validate assumptions and reduce the likelihood of poor decisions in the design process.
Increase efficiency: Inefficient design processes and expensive revisions can be avoided by making informed decisions. Ideally, UX research means that 35 adjustment loops are no longer necessary.
And to ensure greater user-friendliness: products that are based on validated user needs offer a better user experience and increase satisfaction. And higher satisfaction generally also leads to better conversions.
In our opinion, there is no single path to success in UX research. Success is achieved by using the right mix of methods and constantly re-evaluating which improvements can be made throughout the design process and even after going live. Depending on the scope of the project and, of course, the available capacities, UX research can be used in a variety of ways. The scope we have described is of course only a guideline. It is also an option to start with fewer test subjects or interviewees and work your way up step by step. Recruiting participants is often one of the most difficult parts of the process. However, with a few incentives or by spreading the word in the company's environment, you can usually make good progress. We are also convinced that any use of UX research is better than not using it at all. Nobody has to start with five different methods straight away – it is also an option to approach the topic step by step. And for anyone who still feels a little lost or needs general support, we are also happy to provide advice.