Marsh User Research

Improve Product and Service Design and Enhance Your UX Research
2. Auflage 2022
ISBN: 978-1-3986-0358-5
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 344 Seiten, Accessible EPUB

Despite businesses often being based on creating desirable experiences, products and services for consumers, many fail to consider the end user in their planning and development processes. This book is here to change that.
User experience research, also known as UX research, focuses on understanding user behaviours, needs and motivations through a range of observational techniques, task analysis and other methodologies. User Research is a practical guide that shows readers how to use the vast array of user research methods available. Written by one of the UK's leading UX research professionals, readers can benefit from in-depth knowledge that explores the fundamentals of user research.

Covering all the key research methods including face-to-face user testing, card sorting, surveys, A/B testing and many more, the book gives expert insight into the nuances, advantages and disadvantages of each, while also providing guidance on how to interpret, analyze and share the data once it has been obtained. Now in its second edition, User Research provides a new chapter on research operations and infrastructure as well as new material on combining user research methodologies.

Autoren/Hrsg.

Marsh, Stephanie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Forschung & Entwicklung (F&E), Innovation
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management
• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 01: Introduction: Why is user research so important? Section - ONE: The fundamentals: What good research looks like Chapter - 02: Planning your user research Chapter - 03: Best practice in user research: Who, what, why and how Chapter - 04: Getting the legal and ethical stuff right Chapter - 05: Setting up for success Chapter - 06: Managing user research logistics: agencies, facilities and contracts Section - TWO: Selecting and using user research methods Chapter - 07: Usability testing: observing people doing things Chapter - 08: Content testing: what do people think your content means? Chapter - 09: Card sorting: understanding how people group and relate things Chapter - 10: Surveys: how to gauge a widespread user response Chapter - 11: User interviews: understanding people's experience through talking to them Chapter - 12: Diary studies: how to capture user research data over time Chapter - 13: Information architecture validation through tree testing: does the structure of your information work for your users? Chapter - 14: Ethnography: Observing how people behave in the real world Chapter - 15: Contextual inquiry: Interviewing people in their own environment Chapter - 16: A/B Testing: A technique to compare different options Chapter - 17: Getting the best out of stakeholder workshops Chapter - 18: Guerrilla research: Running fast-paced research in the real world Chapter - 19: How to combine user research methodologies Section - THREE: Analyzing user research data Chapter - 20: Content analysis: understanding your qualitative data Chapter - 21: Identifying themes through affinity diagramming Chapter - 22: Thematic analysis: Going beyond initial analysis Chapter - 23: Agile analysis Chapter - 24: Analysing usability data and cataloguing issues and needs Chapter - 25: Analysing data to create personas to communicate user characteristics and behaviour Chapter - 26: Analysing data to create mental models: visualizing how users think and identify opportunities Chapter - 27: Turning findings into insights Section - FOUR: UX storytelling: Communicating your findings Chapter - 28: Making recommendations: How to make your research findings actionable Chapter - 29: Creating executive summaries and detailed reports to present results Chapter - 30: Using video playback to present your research results Chapter - 31: Using journey and experience maps to visualize user research data Chapter - 32: Using scenarios and storyboards to represent the user journey Chapter - 33: Using infographics to translate numerical and statistical data Chapter - 34: How to recommend changes to visual, interaction and information design Chapter - 35: Conclusion

Über Autor(innen)

Marsh, Stephanie
Stephanie Marsh (she/they) is a leading UX research professional and currently UX Research Operations Lead at Springer Nature. They are the former Head of User Research and Analysis for the UK Government Digital Service and former Head of Digital Strategy for the UK Ministry of Defence. She was also previously a consultant at Bunnyfoot, a leading UX consultancy in the UK. They have contributed chapters to a range of peer-reviewed texts in related fields and has delivered talks on UX Research, Research Operations and UX strategies at a range of conferences and industry events. She is based in London.

Stephanie Marsh (she/they) is a leading UX research professional and currently UX Research Operations Lead at Springer Nature. They are the former Head of User Research and Analysis for the UK Government Digital Service and former Head of Digital Strategy for the UK Ministry of Defence. She was also previously a consultant at Bunnyfoot, a leading UX consultancy in the UK. They have contributed chapters to a range of peer-reviewed texts in related fields and has delivered talks on UX Research, Research Operations and UX strategies at a range of conferences and industry events. She is based in London.