UX research questions
UX research is a process of learning about customers’ needs, behaviours, and motivations to understand their lived experience with brand services and is often more focused on digital platforms. It aims to improve the overall experience created by a brand by ensuring the organisation is not only solving a customer need but also in a way that is easy and delightful.
There are two main areas of UX research: evaluative and generative.
Evaluative looks at existing ideas or products and gathers feedback on them. Usability testing is an example of this. It evaluates a concept, design or implementation.
Generative research looks forward and gathers data about what could be to help come up with new ideas. This is sometimes called discovery research or, as we like to call it, customer research.
UX research can help increase revenue and lower expenses. It’s usually quite hard to work out the exact RIO of research, but when you have experienced products not meeting customer expectations or software projects fail to launch, it’s a very easy investment.
Improves conversion rates
Getting humans to take action is one of the most important aspects of UX research. If you want customers to convert, you need to understand every level of the behaviour change funnel. It’s not possible to do this in a boardroom; not all people are the same, and as they say, “you are not your users.” If the people in the boardroom are your users, then less research is needed.
Increases customer retention
Using best practices can only take your customer experience so far. If you want to differentiate your offering, you need to offer an experience that does not just follow what everyone else is doing.
UX research will help you understand what behaviour change techniques will work and what value needs to be created to get customers to keep coming back.
Reduce development costs
Don’t waste time building the wrong thing or building it in a way that customers can’t use, so more time is needed to fix the UX issues after launch.
Lowers customer support expenses
One way to lower support calls is to hide the contact number from the website, but that will also mean customers will not hang around. A far more effective way to reduce service calls, it allows customers to answer questions and complete tasks on thier own.
Effective UX research reveals the finer points of how users interact with products, helping to create solutions that genuinely resonate with the target audience, leading to a harmonious user experience.
If you look at development as releasing features, then yes, it probably will slow down the development process, but if you look at development as releasing customer value, then no.
Customer research helps to ensure you are building the right thing, but also building it right. If a team is releasing features without customer research, there is a high risk that changes will need to be made after launch or, even worse, that no one will see the value in the feature at all.
Another way to look at customer research is as a risk mitigation process. Generative research helps to ensure you understand the real job that customers are hiring your product to solve, and evaluative research helps uncover any potential issues customers might face using the product.
Conducting user testing and customer research in South Africa and broader Africa requires a knowledge of the local market inside and out. The unique mix of cultural, tech and economic factors at play here can hugely influence how users interact with digital platforms. That’s where we come in. With our deep-rooted understanding of the South African market and good partners in other countries in Africa, How Might We can help you get your usability testing just right.
We’re clued up on the unique user behaviours and preferences that shape the digital landscape in South Africa. Armed with this knowledge, we can make sure your UX really hits the mark with your target users, leading to more reliable and valuable outcomes.
Usability testing questions
Usability testing is a lot like giving your digital product a trial run. It’s an essential part of UX (User Experience) research that ensures your website or app isn’t just good on paper – it’s user-friendly in real life, too.
It’s all about letting actual users take your product for a spin and seeing how they find the experience. But it’s not just about finding issues – it’s about finding solutions. We’re here to turn those insights into action, making your customers’ user experience even better.
With so much competition in the modern market, usability testing isn’t just a nice-to-have – it’s a must. It’s the secret sauce that allows you to really get to grips with your users’ needs and preferences, helping you create digital solutions that are functional, intuitive, and enjoyable.
Without usability testing, it’s like designing in the dark. You could create a product that looks great in theory but falls flat in practice due to poor usability. Usability testing is the torch that lights the way, helping you design with confidence and making sure your product is in tune with your users’ needs.
Each round will be different depending on what the main challenge is that we are testing, but usually, there are four main phases to a 60-minute usability test
Warmup and background
First, we will ask general questions about the respondent. This is not only an icebreaker but also to confirm which personas they might belong to as well as confirm some of the items they answered on the screener.
In-depth customer interview
We don’t just test the interface in a usability test. In the beginning, we spend time understanding your customers’ behaviours, motivations and feelings. We can delve into the nuances of why they chose a certain product or how they feel about a brand.
We will ask them to complete certain tasks we have decided on in the testing plan. While they complete these tasks, we’re keenly observing, taking note of any problem areas or places where users get stuck. For example, test users might struggle to find the CHECKOUT button. In these instances, our team members ask guiding questions such as “What’s going on now?” or “Where to next?” to elicit more information about the user’s experience. These questions are not designed to frustrate the test user but rather to investigate tricky spots which may have been overlooked.
We will ask for final thoughts about the overall experience. Usability tests can’t prove if customers will definitely use something outside of the test, but it’s sometimes rather interesting to ask them to imagine themselves using it tomorrow to see what they come up with.
Customer interview questions
Customer research is a systematic process that involves gathering and analysing first-hand information about a company’s target market, including customer preferences, needs, behaviours, and motivations. The aim of customer research is to gain insights into the factors that influence the actions of potential customers so that businesses can tailor their products and services to meet the needs of their target audience better.
It starts with talking with real customers about thier experiences with a brand and the larger industry. For example, if a business has a financial product, we will talk to customers and potential customers about thier experience with the product, but also about thier larger financial understanding, needs, and concerns.
Where customer research is different to ‘just chatting with customers’ is the way in which the interviews are conducted and the data is processed. We can’t just ask customers what they want. We need to figure out the unmet need by exploring the whole customer landscape, uncovering what currently works and doesn’t work, what areas are missing and what potential desires customers have that they might not know they have.
There are many different techniques in customer research that we use, but all of them are 1-on-1. We prefer these methods over group research, like focus groups. Find out more about our in-depth customer research.
Customer research allows businesses to tailor their customer service offerings to better meet their clients’ needs. By understanding the pain points and challenges that customers face, businesses can develop solutions that address these issues and improve the overall customer experience. Customer service research can also identify areas where businesses can differentiate themselves from their competitors and establish themselves as leaders in their field.
But the most important reason for customer research is that customers are human. They don’t always act logically or in the way a business would like them to, even if customers want what the business is offering. We know that being healthy is better for people, but many people don’t always look after their health in the best way possible. It’s not because people don’t want to be healthier or feel that being healthy is a lie; it’s because of a host of human factors that sway behaviour. Customer research focuses on why customers behave a certain way and what motivates them to ensure that the business iterates thier offering to best serve these human factors.
Focus groups have thier place in market research and can be extremely valuable, but we have found that we gain a far deeper understanding of customers when we interview them individually. This is mainly because of the types of questions we need to answer. We are not asking which design they like more or what thier opinion is on a certain subject. We need to discover the nuances of a customer’s decision-making process and dive deep into potentially sensitive topics that take time to uncover.
We also need a customer’s stories not to be affected by other people’s opinions or even be silenced by someone with a louder personality. For these reasons, we choose to specialise in one-on-one, in-depth UX research sessions.
Taking part in research
We work with a network of market research recruiters to help find everyday people to participate in research. If someone has called you on behalf of How Might We or one of our clients, and you want to confirm the call, feel free to give us a call or drop us an email, and we will ensure you get additional confirmation from us and our client directly.
Call: +27 21 010 1700
We are often asked to help recruit research participants on behalf of our clients because they don’t have the capacity to contact the number of people needed for a research study. When you are contacted by one of our recruiters, they will send you an endorsement letter, written and signed by our client. However, we are also able to ask our client to contact you directly once you have shown interest in the study to confirm they have requested the research.
We understand there are a lot of scams out there, so it’s important to us and our client to ensure you are confident that all of our research is legitimate.
Every year, we contact hundreds of people to help us with feedback on our client’s products and services. If we have been contacted to be part of a research session, we appreciate your time and opinions. It helps our clients immensely.
When you participate in a research session there are a few things you need to agree to. For example, we usually need to record the session. Please read the full research consent and let us know if there is anything you are not comfortable with.
Unfortunately, we do not offer online employment for product testers. We are a research company that interviews people based on particular criteria set by our clients. When we interview someone, we usually give them a small financial gift to thank them for their time. We do not interview people more than a few times a year, so it’s not something you can earn a living from.
If you would still like to be added to the database, sign up to be part of our research.
We would also love to know how you heard about us. If you could share the link to the exact post or comment that shared our details, we would be extremely thankful.