Category Archives: Market Research
The User Experience with Ilona Posner
During the past few years, there has been an increase in the need for User Experience (UX) techniques to create and test products and services. Ilona Posner gives an excellent introduction and numerous examples of UX and how it can really change the way you see mobile design and development.
Why is it important to think about user experience design when creating your mobile product? Ilona presents compelling reasons why user experiences are important. Not only the economic traction but also the overall success of a product can be affected by the user experience design.
What is User Experience?
Defined by the International Organization for Standardization, user experience is “a person’s perceptions and responses that result from the use or anticipated use of a product, system, or service”. The whole process of the user experience is subjective and is shaped by the users: emotions, beliefs, perceptions, and behaviours to name a few.
From the moment your user finds your product, to when they use it, and even after they stop using it, UX is important. Every aspect of the journey through your product should be important to you when studying the user experience, it is always an opportunity to improve and understand your product as it relates to your customers’ experience.
You Are NOT a User
Ilona has created a mantra for her students and teams: “I am not a user.” The mantra is there to guide designers to remember that their perspectives are of a maker, not a user. What you see as obvious to you, might not be as obvious to the user.
You may know the manual of your product inside and out, but the true user doesn’t know or even think about your manual. The reality is, they will never go to a manual and only in true distress will they go to some form of help button.
When building and testing your mobile interface, keep in mind that you are tainted by the knowledge of the project. You do not posses the objectivity to be able to successfully understand how your product will be understood.
The Importance of The Prototype Stage
With a little imagination and creativity, you can “try” out your product before coding or building it. Paper Prototyping is where you draw out your designs step by step, working through the functions of your platform. One of the goals is to minimize the risk associated with a failed product, in turn saving both time and money in building. This is also the time for you to experiment and try different ideas, which may lead to greater innovation.
Ilona’s presents more examples on UX design and knowledge in the video’s below:
Video : User Experience Design
Video: User Research
Slideshare from Ilona’s presentation:
In this two-part presentation with Krista Napier from IDC Canada, Krista shares key information about when and how to conducting mobile market research. Her tips include how to focus a company’s market research to guide future mobile product development. For example, to validate a concept, market research data can be used to determine if there is a demand for the product.
Krista lists the following four reasons to conduct market research:
- Opportunity to make money
- Market Readiness
- Geographic Differences
Is there an opportunity in the market to make money? Searching for opportunities means looking for gaps in the market where customers’ needs or wants are not being met. Your mobile services and products may meet those customer demands, and the customers will be willing to pay for your solutions.
Making sure that there is market readiness for your mobile product. There might be an app you want to build, but the customers were not yet ready to accept. If the market is not equipped to use the technology, then wait for a better time to build it.
Your market research can look at geographic differences. Your mobile product will not suite everyone, so your market research will give you the ability to create a niche within your target market.
Market research can also provide insights to positioning; i.e., how you must position your mobile service relative to other competitors in the market. If there are many competitors in your market or not that many, it might be a question of large or minimal amount of demand.
Krista’s Research Tips
Krista offers two main tips to help with conducting market research: 1) the importance of the quality and quantity of your metrics and 2) the location they came from.
A very important part of market research is to be aware of the quality of the source of the data. Not only the number of respondents, but the quality. The quality of respondents has a strong impact on research results. They need to come from a diverse pool that answered without bias, again with the end goal of having accurate data. Respondents who have already used your app will be biased and should not be used. There needs to be an ample amount of respondents to create an accurate result.
Finally, customers’ data from Canada should not be used to for American market research and vice versa. Being in Canada, it’s better not to assume that US trends can be used cross-geographically. There are different dynamics of vendors and adoption patterns in the US compared to Canada. Using trends from one country for another will skew your strategy for your mobile apps.
Video 1: Market Research Part 1
Video 2: Market Research Part 2