Writing of the week
If you could only have one question answered, what would it be? This question should be the core of the research. The answers give us a rich source of data to make a decision, otherwise why would we ask it in the first place? This question is defined by Caroline as "The Most Crucial Question (MCQ)".
The formula she advises us to use is: "We need to ask _____, so that we can decide _____." Some points to keep in mind when defining it are:
- Attack your most crucial question. Unpack the question as much as possible - is it understood, is it too general, is it too specific, are we using a precise time-space, etc.
- Decide your "defined group of people". Who is the target, who should answer it? The structure Caroline gives us is: "We need to ask ______ (people who you want to answer), the question ______ (MCQ goes here), so that we can decide ______ (decision goes here).
- Check that a survey is the best method. A survey is a quantitative technique, so if we are in the Discovery phase, an interview may work better, or a Usability Test, or even the Analytics software itself.
- Your question should be answered by people? Possibly your analytics software has a thousand data that can give you the answer before even considering a survey. Maybe even an A/B test is enough. Analytics and an /AB testing will always be much cheaper.
- And finally, What number do you need to make a decision?: Defining beforehand what number you need to make a decision is of vital importance, what if more than 70% answer X in this question, what if they answer more than 90%, what if we are not clear and the answers are homogeneous?
After these steps, we will have a bomb-proof crucial question!
Articles & Ideas
“Brainstorming” — the problem-solving technique of coming up with as many ideas as possible in a short period of time — has been showing up on a lot of my leadership meeting agendas lately. Matthew Ström
It’s no secret that, when it comes to Choice Architecture, defaults can be a powerful tool. Many research studies have documented that users are more likely to accept an option if the choice is filled in for them. Rob Gifford
Recently Baymard has published a new in-depth Digital Subscriptions & SaaS UX Benchmark Database. This database contains SaaS UX and digital subscriptions performance rankings for 10 B2B and 10 B2C sites. Baymard Institute
Use ecommerce category pages for complex products or subcategory navigation. For other situations, consider a hybrid category page approach. Kate Moran
This past summer we narrowly avoided a major user interface regression on Apple devices. The story ended well, but I think it’s important to look back on the situation and ask a simple question: Why did this happen in the first place? Craig Hockenberry
We know that plants can inspire art. If you, personally, still require convincing on that point, just have a look at Elizabeth Twining’s Illustrations of the Natural Orders of Plants, the drawings of Ernst Heinrich Haeckel, Elizabeth Blackwell’s A Curious Herbal, and Nancy Anne Kingsbury Wollstonecraft’s Specimens of the Plants and Fruits of the Island of Cuba. Colin Marshall
If you’ve ever listened to any of the ZeroToDesign podcasts, you would have heard me drone on about the fact that there are so many different responsibilities for an end-to-end Product Designer (aka Jack of all trades), from Product Strategy and Problem Discovery, right through to Developer collaboration and product testing. David Johnson
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