User Advocate: Who is a UX Researcher and Why They Make the World a Better Place

Contents:

• Who is a UX researcher?
• Who needs to conduct UX testing and when?
• What are your testing methods?
• Where do you get people for research?
• How does UX testing work?
• What is the most difficult thing about this job?
• What is the most important thing?
• Where can I learn to conduct UX research?
• What would you recommend studying at start?

Cognitive psychologist and UX researcher at the Skysmart online school for children. She holds degrees from the Faculty of Liberal Arts and Sciences at St. Petersburg State University and the Faculty of Social Sciences at the National Research University Higher School of Economics. She works as a research intern in cognitive psychology, specializing in the study of user interactions with digital interfaces. Her deep knowledge of psychology allows her to effectively analyze children's behavior in educational environments and develop optimal solutions for improving user experience. We discussed the importance of UX testing with Ksenia and its goals. A key aspect of this profession is the ability to listen and consider the opinions of others. UX testing allows you to identify problems in the user experience, improve the interface, and increase user satisfaction. Listening to and analyzing user feedback helps us create more effective and intuitive products.

Who is a UX researcher?

A researcher interacts with users, asking questions about their experience using a product or observing their actions. Our goal is to identify user problems and needs, and to collect feedback on the product. We pass on the obtained results to developers and designers for further work, which allows us to improve the product and increase user satisfaction.

A UX researcher serves as an advocate for the user's interests. Their primary task is to analyze user interactions with a product and communicate the findings to the development team. This allows for the creation of a more user-friendly and intuitive interface that takes into account the needs and preferences of users. The work of a UX researcher improves overall user satisfaction and increases the effectiveness of the product.

Designers and managers often don't fully understand how users perceive a product. They have an ideal image, but reality often differs from expectations. This is especially true for children's interfaces, where complexity increases. Not all designers have children, and therefore it is difficult for them to deeply understand the needs and preferences of this audience. Understanding the unique aspects of children's perception is key to creating a successful product that is not only functional but also engaging for young users.

Who and when should conduct UX testing?

The right approach to user interaction involves ongoing communication throughout all stages of product development. Taking user opinions and needs into account at every stage allows you to create a higher-quality and more in-demand product. This interaction not only helps improve functionality but also increases customer satisfaction, which, in turn, contributes to successful promotion and sales.

Before starting product development, it is important to carefully consider its concept. At this stage, you need to interact with the target audience to identify their main problems and needs. Understanding how your audience solves their current problems will allow you to offer more effective solutions. Communicating with potential users will help you not only clarify their expectations but also formulate a unique offering that will attract their attention and satisfy their needs. Building a product solely based on competitors' actions or out of idealistic considerations can lead to a solution that is unpopular in the market. For your product to be successful, it's important to consider real user needs and analyze market trends. Focus on what your target audience truly needs and adapt your ideas based on actual data and feedback from potential customers. This will allow you to create a product that is in demand and useful.

After selecting an idea and creating the first prototype, it's crucial to conduct testing with target audience members. This will allow you to obtain feedback on how your product meets user needs and how they interact with it. There's a risk that you'll develop a functional and useful product, but users won't understand how to use it. Therefore, regular interaction with potential users during the development stage will help identify problem areas and improve the user experience.

It's always important to compare your ideal vision of the product with the current reality. This will help avoid disappointment and make a more informed choice. Comparing expectations and the actual product characteristics is a key step in the purchasing decision process. This approach not only promotes a deeper understanding of the product but also allows you to make a more informed choice, considering all its advantages and disadvantages.

If you already have a finished product, it's important to actively collect user feedback. Find out how easy it is for users to interact with your product, which features they find useful, and which are unnecessary. There may be aspects you haven't considered or forgotten to include. Feedback will help you identify areas for improvement and tailor your product to your customers' needs, which will ultimately increase its competitiveness in the market.

Feedback provided to the team helps them understand whether the product meets their expectations. Therefore, research is important at all stages of development. It helps identify problems and identify opportunities for improvement, ensuring a more efficient product creation process.

What testing methods do you use?

The main task includes interviews and interface testing. In addition, it is important to test the texts in the interface to find out how well users understand the information presented. This allows you to improve interaction with the content and increase its effectiveness.

The most common research method is interviewing. We communicate with users, discussing their experiences, needs, and feelings. This approach allows us to gain valuable insights into the real needs of users, as well as identify their concerns and anxieties. Such data helps us better understand our target audience and optimize our products and services to meet their needs.

Interviews are an effective method of qualitative testing. However, it is impossible to draw quantitative conclusions from the data obtained. For example, if we interviewed ten respondents, and eight of them reported experiencing a certain problem, this does not allow us to claim that 80% of users face the same problem. To obtain reliable quantitative data, it is necessary to use methods such as questionnaires or statistical analysis, which allow us to obtain more accurate results and adequately assess the scale of the problem.

To obtain quantitative data, it is necessary to use quantitative methods such as surveys and questionnaires. Qualitative research can only provide a general picture. However, qualitative methods can be effectively complemented by quantitative ones, and vice versa. At Skysmart, we rarely resort to quantitative research, as it is more important for us to understand not only the number of users performing certain actions, but also the process themselves. We strive to better understand user behavior, which helps us improve our products and services.

Usability testing is an important qualitative research method that we conduct regularly. This type of research is especially useful, for example, when a designer asks to evaluate a new dashboard layout and determine whether the user is aware of all the new features. In this case, we conduct an interview with the user, during which they perform specific tasks, such as logging into their dashboard, checking their balance, or changing settings. We may also ask additional questions for clarification. Unlike a standard interview, in usability testing, the researcher should minimally interfere with the process so as not to distract the user and to obtain more accurate data about their interactions with the interface. This allows us to identify real problems and improve the user experience.

The research methods used in a company depend on the objectives. At Skysmart, we prefer interviews, as they allow us to more deeply understand user needs. In contrast, at my previous place of work, usability tests were more commonly used. Each approach has its advantages, and the choice of research method should be based on the specific needs of the project.

Where do you get people for your research?

There are many methods for attracting the desired target audience. If you need to find people from a specific group, you can contact a specialized recruiting agency, but this may require significant financial investments. In most cases, we conduct research on the functionality of our product, and our current users are ideal for this.

It is important to recruit respondents who are not our users. For example, for a study, we may need eleventh-graders who are unfamiliar with our product, or parents with small children. This is a more challenging task, as it requires a more targeted approach. In such cases, we use social media and personal contacts to find the right audience. However, we usually quickly find the required number of respondents to conduct high-quality research.

People are not always willing to participate in research. However, product users often show greater loyalty. I'm pleased when I invite them to participate in research, and they say, "Yes, I understand how important this is. I want to improve the product, so I'd be happy to share my experience. Perhaps this will help you solve existing problems." Recently, we have seen an increase in the number of people realizing the importance of their contribution to product development.

Many people are reluctant to spend time on such tasks, and this is understandable.

How does UX testing actually work?

At Skysmart, we collaborate with several product teams that provide us with requests to test various features and products. We accumulate these tasks in our backlog and, based on the established priorities, choose which ones to implement first. This approach allows us to effectively manage the testing process and ensure high-quality products.

A briefing is the first and most crucial step after receiving a client assignment. It is essential to clarify the specific research required, its goals and objectives, and to clarify existing hypotheses. It is equally important to define the expected results of this research. A proper brief will allow us to better understand the client's needs and create a more effective strategy for achieving their goals.

Many novice researchers often skip an important preparatory stage before conducting research. They mistakenly assume they already have sufficient knowledge and rush to implement the project. However, with experience comes the realization that thorough preparation is essential and a more detailed understanding of the client's requirements and expectations for the research. Proper preparation will help avoid misunderstandings and improve the quality of the results.

A researcher can independently propose an idea for a study. For example, during interviews, I notice that teachers cannot find the virtual whiteboard because they do not understand which icon it is located under. As a result, they cannot use it. In such a situation, I approach the managers with a proposal: "I have noticed this problem. Let's conduct research and find a solution."

Preparing a research program and engaging with users are crucial stages in any project. First, we develop a research program in which we clearly articulate goals and objectives. Based on this, we develop hypotheses and formulate questions for users. This allows us to obtain valuable data and insights necessary for analysis and informed decision-making. Effective communication with users also plays a key role, as their opinions and experiences will help us better understand the market and identify hidden needs.

It is not necessary to strictly follow this program. It is important to create a lively dialogue with a person, discussing their experience. For example, if we plan to develop an app to prepare for the Unified State Exam (USE), we need to learn how modern teenagers prepare for it. To do this, we seek out teenagers and organize meetings or video calls to discuss their problems and solutions. This approach will help us better understand the needs of the target audience and create a more effective app.

Some researchers recruit respondents themselves, while others prefer to delegate this task. At Skysmart, this work is performed by researchers. Our target audience is parents, so we actively use WhatsApp to communicate with them, as it is the most convenient platform. We invite parents to participate in the research, and if they agree, we arrange a meeting time. Communication can take place by phone, as well as via Skype or Zoom if visual materials are needed.

An interview with one respondent typically takes about 30 minutes. However, if complex topics need to be explored in depth, the time can increase to an hour. It is important to keep in mind that lengthy conversations can tire participants, as they talk significantly more than the researcher. When conducting UX tests with young children, interviews are typically shortened to 10-15 minutes. This is due to their limited ability to focus and engage in lengthy conversations, which must be taken into account when planning studies.

Data analysis is an important stage in the research process. The researcher carefully examines the collected data and formulates conclusions. Some prefer to present the results in a document, others create presentations. I also prefer to use video recordings to present the information more clearly. This approach allows me to better convey the essence of the study and make it more accessible to the audience.

When approaching the team, it is important to demonstrate real examples of user interaction with the product. Videos of moments when a user is struggling with a task, or, conversely, when a student quickly finds the necessary textbooks on the website, clearly illustrate the situation. These examples speak for themselves, emphasizing the importance of a user-friendly and accessible interface. Visual materials help the team better understand user needs and motivate them to improve the product.

Presenting research results is an important stage in the team's work. After completing the research, I present the collected data and results, which allows us to discuss key ideas and findings. It is important not only to present the results but also to ask about next steps. Without this step, the work can be in vain, as the lack of discussion and planning for next steps means that information remains untried and unused. An effective presentation stimulates team collaboration and facilitates the development of strategies for further action.

If the researcher has thoroughly briefed the client at the initial stage, the possibility of missing important points and requiring repeated contact with users should be excluded. This approach ensures more effective communication between the researcher and the client, which, in turn, minimizes the risk of misunderstanding and improves the quality of the final product. A high-quality briefing allows you to collect all the necessary data and expectations, which significantly simplifies the process of further research and analysis.

After discussing the brief, it is recommended to demonstrate the research goals and objectives you have prepared to the client. Ask their opinion: "Do you think we have taken into account all the important points? If not, please indicate what should be added." This approach will help avoid duplication of work and reduce the risk of errors.

What's the most challenging part of this job?

Working with people requires special attention and care in choosing words and wording. An incorrectly posed question or careless remark can lead to undesirable consequences and push a person toward socially acceptable behavior. It's important to consider how your words might be perceived in order to establish trust and create a comfortable atmosphere for communication. Effective interaction with people is based on respect and understanding, which contributes to a more productive dialogue and better results in collaboration.

People often tend to give answers that meet social expectations. Failure to take this into account can result in uninformative data. For example, you should not ask users about their future use of an application: "Will you use this application when it comes out? Will this feature be useful for you?" More often than not, people will respond positively to avoid a negative reaction, even if they don't actually intend to use the product.

It's important to listen carefully and recognize when to shift the user's focus from abstract discussions to concrete solutions to their problems. In this context, it's essential to focus on their personal experiences and backgrounds to ensure a more targeted and effective interaction. This approach allows for a better understanding of the user's needs and the ability to offer relevant solutions.

And what's most important?

At the beginning of research, it's often difficult to determine the sincerity of respondents' statements. This makes it difficult to understand their true concerns and the problems that worry them. To effectively uncover hidden motives and needs, it's essential to develop active listening skills and ask open-ended questions. This will create a trusting atmosphere in which participants will be more willing to share their true experiences.

It's vital for the researcher to show empathy and concern for the user, as they act as advocates for their interests. This specialist most often interacts with real users, which allows him to better understand their problems and needs. Empathy helps the researcher identify key points that influence the user experience and develop solutions aimed at improving interaction with the product.

A good UX researcher must have active listening skills. Interviewing is a complex process that requires the ability to communicate effectively with people. Success in this field depends on the ability to establish trusting relationships and passion for your work. Understanding the needs and expectations of users is a key aspect in developing a high-quality user experience.

Where can I learn to conduct UX research?

The most accessible and effective path into the field of UX design is an internship at a large company. This usually requires only a basic university education and a sincere desire to learn UX. Many companies are willing to train interns, and after completing the internship, you have the opportunity to stay and continue your career at this organization. This is a great way to gain practical experience, develop skills, and kickstart a career in UX design.

If you've decided to change your career path and move into UX design, you might want to consider taking courses in UX design or user research. These courses typically include hands-on assignments that allow you to conduct research and create portfolio materials on your own. This will not only help you improve your skills but also help you determine if UX design is the right field for you.

What would you recommend studying at the start?

When I started my internship at Yandex.Uchebnik, I was recommended two books to study. These books proved to be extremely helpful in understanding the fundamentals of working in educational technology and developing educational materials. Reading the books contributed to my professional growth and deepened my knowledge in the field, which proved essential for successfully completing the tasks of the internship.

• "Ask Mom. How to Communicate with Clients and Validate Your Business Idea When Everyone Around You is Lying? by Robert Fitzpatrick;
• When Coffee and Kale Compete by Alan Clement. It is better to read in English, because some important concepts are lost in the Russian translation.

I recommend checking out the books by Stephen Krug and Donald Norman. These authors are founders in the field of user experience and interface design. Their works will help you better understand the principles of effective user interaction with products and systems.

To stay up to date with current trends in UX, it is important to follow events and new developments. I recommend subscribing to specialized channels on Telegram. For example, I regularly read UX Horn, which allows me to receive fresh ideas and relevant information on trends in UX design.

The NN Group website offers a lot of fascinating materials and useful information. You can find valuable resources, research, and articles that will help you better understand design, user experience, and behavioral psychology. Every visitor will find something interesting for themselves, whether they are a professional in the field of UX design or just an amateur. We recommend visiting the site to discover new ideas and inspiration.