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Summary Design research: chapter 6: research plan
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* A\B test= comparing two or more versions of a webpage, email, advertisement, or other digital asset to determine
which one performs better in terms of a specific goal or key performance indicator (KPI). A/B testing
typically involves creating at least two different variations of a digital asset, often referred to as the "A" and
"B" versions. These variations may include changes in design, content, layout, or other elements.
Participants or website visitors are randomly assigned to one of the variations. This randomization helps
ensure that the groups are comparable, and any differences in performance can be attributed to the
variations being tested.
* Eye tracking
= Researchers analyze the eye-tracking data to determine where participants looked, what they ignored,
and the sequence of their visual attention. Heatmaps and gaze plots are common visualizations used to
represent these patterns.
* Screen recording
= capturing and recording the actions and interactions of users with a digital interface, such as a website,
software application, or mobile app. It is often used as a research method to confirm and analyze user
behaviors, preferences, and interactions with digital products and interfaces.
* Figma plugin
= a software extension or add-on that enhances the capabilities of Figma, a popular design and prototyping
tool used by designers and user experience (UX) professionals. Figma plugins are used to streamline design
workflows, automate tasks, and extend the functionality of Figma for various design and research purposes
6. Research plan
a) What is a UX research plan?
A detailed document that includes a detailed explanation of tactics, methods, timeline, scope, and task
owners explaining how the team will achieve those strategic goals. It should be co-created and shared with
key stakeholders, so everyone is familiar with the project plan, and product teams can meet strategic goals.
≠ UX research strategy
a strategy is a guide, a plan is what drives the action
b) Benefits of a UX research plan
It is beneficial for your product, user and business
* Streamline processes and add structure
Structure of a research plan allows you:
- To set timelines - The team is alignment
- Expectations - Empower decisions
- Task owners
* Work toward specific, measurable goals
When you set research goals based on strategy:
- it is easier to track progress
- keep the project in scope,
- keep the project on time,
- keep the project on budget.
With a research plan you can track metrics at different stages of the project and adjust future tactics to get
better research findings.
, It’s important to make sure your stakeholders are on the same page with regards to scope, timeline, and
goals before you start,
That's because, when stakeholders are aligned, they're much more likely to sign off on product changes
that result from UX research.
* Align and engage stakeholders
A written plan is a collaborative way to involve stakeholders in your research and turn them into active
participants rather than passive observers.
As they get involved, they'll make useful contributions and get a better understanding of your goals.
* Save time by avoiding rework
A UX research plan helps you save time and money quite simply because it’s easier and less expensive to
make design or prototype changes than it is to fix usability issues once the product is coded or fully
launched.
c) UX research plan: the contents
- A brief reminder of the strategy and goals
- An outline of the research objectives
- The purpose of the plan and studies
- A short description of the target audience, sample size, scope, and demographics
- A detailed list of expectations including deliverables, timings, and type of results
- An overview of the test methods and a short explanation of why you chose them
- The test set up or guidelines to outline everything that needs to happen before the study:
scenarios, screening questions, and duration of pilot tests
- Your test scripts, questions to ask, or samples to follow
- When and how you’ll present the results
- Cost estimations or requests to go over budget
d) How to create a UX research plan
* Define the problem statement
One of the most important purposes of a research plan is to identify what you’re trying to achieve with the
research and clarify the problem statement
You can use different techniques to identify the problem statement
- Stakeholder interviews
- Team sessions
- Analysis of customer feedback
The problem statement should explain what the project is about
“We do an exercise called FOG, which stands for ‘Fact, Observation, Guess’, to identify large gaps in
knowledge, evaluating what you know illuminates questions you still have, which then serves as the
foundation of the UX research project.”
* Get stakeholders buy-in
Involve stakeholders at early stages of plan creation
- to get everyone on board
- can gather context
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