modern-ux-research-in-action-10-research-stories.pdf - Modern UX research in action 10 research stories MODERN UX RESEARCH IN ACTION 10 RESEARCH STORIES

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Modern UX research in action: 10 research stories
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MODERN UX RESEARCH IN ACTION: 10 RESEARCH STORIES 2 Intro The customer journey is often more complex than simply visiting a website. When most people think of remote usability studies, they think of testing the user experience on websites and apps with participants sitting at home with their device or in front of a computer. And while it’s important to provide an awesome online experience, the customer journey is often more complex than simply visiting a website for 15 minutes and making a purchase or exploring a new app for the first time. These days, there’s a lot more you can do to uncover insights about how your target customers interact with your brand. With modern UX research tools, At UserTesting, we’ve set out to push the limits of our own platform, craft some unusual studies, and gather insights beyond traditional website usability testing. it’s possible to test customer experiences across all channels, from websites and mobile apps to in-person experiences and even physical products. For example, UserTesting’s mobile recorder allows you to record experiences beyond the device, so you can observe the participants’ surroundings and watch them interact with items in the real world. You can also study customer experiences in specific locations, like retail stores, restaurants, and public transit. Plus, by getting creative with different methodologies, you can observe how people interact with your product over time, how different audience segments perceive your brand differently, and how you measure up to the competition in the eyes of your target market.
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MODERN UX RESEARCH IN ACTION: 10 RESEARCH STORIES 3 Yelp’s mobile app destination study WHAT WE STUDIED Yelp’s mobile app is a bit of an enigma. It’s beloved by many, and it has tens of millions of downloads in the App Store and the Play Store... as well as thousands of 1-star reviews. However, reading through the one star reviews, it’s clear that many are actually reviews for businesses that users must have accidentally submitted via Yelp’s in-app “Leave a review about this app” messaging. Oops! The reviews of the Yelp app in the App Store don’t tell the full story about the user experience on the app itself. So the UserTesting team decided to conduct a study to explore how people use the app out in the real world. NOW, CONSIDER THESE QUESTIONS: Rather than doing a traditional usability study, we decided to launch a destination study using UserTesting’s mobile recorder to get some folks out on the street in search of a restaurant to grab a bite to eat. With their smartphone in hand, we asked our participants to tell us a bit about how they typically use Yelp, and then we had them use the app to find a lunch spot nearby.
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  • Spring '15
  • Usability, fitbit, App Store

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