Mixed method user research

Think-Aloud

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Content Testing

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Information Architecture

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Surveying &  Quantitative Usability Testing

Additional Advanced Methodologies

Unmoderated Sessions

Participants are asked to complete a series of activities using their own devices in a natural setting. No moderator is present, so participants are able to naturally answer questions and solve problems.

Moderated Sessions

A moderator helps guide participants through a particular set of tasks or questions, probing deeper into the behaviors and pain points of the participant to yield more specific results.

Focus Groups

This conversational-style interview gathers 4+ participants, fostering spontaneous, free-flowing responses. Enlist our Professional Services department for an additional cost to facilitate this engaging session.

A/B Testing

Using this type of testing allows you to compare and contrast two versions of an asset, such as a web page or elements of a web page, against each other.

Preference Testing

While being presented with two options at the same time, participants are asked to choose which of the options they prefer and to provide details on why they’ve made that selection.

5-Second Test

 This form of testing is used to understand the initial impressions, perceptions and takeaways that a user immediately has after interacting with a design – within the first 5 seconds.

First-Click Testing

While being prompted to complete a certain task, a participant’s first reaction or click is tracked and noted, alongside how long it takes to complete that given task.

Card Sorting

Participants are asked to organize words or themes (cards) into what they consider to be logical groupings (categories). Card sorting can be “open,” where participants create their own categories, “closed,” where categories are predetermined, or “hybrid,” a mix of both.

Tree Testing

Often referred to as “reverse card-sorting,” tree testing is used to evaluate hierarchical organization. When prompted with a task, participants select the category and its subsequent pathway in order to locate a certain element on a page. This reveals the amount of steps to reach a desired page.

Customer Research Surveys

Surveys and survey style questions are used to ask direct, pointed questions, and can be applied individually or in combination with various other usability methods.

Net Promoter Scores (NPS)

An NPS helps  measure the likelihood of a customer recommending a brand. Participants use a scaling system to place themselves between 0 and 10, with ten being very likely to recommend a brand. Participants are placed into different categories based on their responses, resulting in a net percentage score.

System Usability Scale (SUS)

Presented as a 10-part questionnaire, a SUS helps provide instant feedback on usability. Responses range from strongly agree to strongly disagree, with questions pointing to the overall customer experience and usefulness of a brand or design.

Heuristic Analysis

Heuristic analyses are performed by one or more UX experts, where these experts assess the usability of an asset by comparing it to a standard set of industry benchmarks.

Diary Studies

 These longitudinal studies, taking place between 5 days and a month, are aimed at understanding the behaviors and habits of users.

Competitive Analysis

For those who want to maintain an edge over competitors, competitive analysis exposes the strengths and weaknesses of a competing brand and highlights the features that differentiate products from others in their industry.

Customer Journey Mapping

This methodology is used to understand the path users take when going through processes, such as product discovery/evaluation, onboarding, or purchasing.