how can audience research help us design better products?
TRANSCRIPT
How can audience research help us
design better products?
I00 SHAPES
I00 S H A PE S
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100 Shapes — UX & design for broadcast and media brands
Introduction
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100 Shapes — UX & design for broadcast and media brands
Introduction
Understanding audiences is fundamental to user experience design and to any user-centred design process.
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100 Shapes — UX & design for broadcast and media brands
Introduction
But how do we put this into practice?
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100 Shapes — UX & design for broadcast and media brands
For an existing product or service there may be a wealth of user insights and feedback, but for a new product, formal audience research is invaluable.
Introduction
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100 Shapes — UX & design for broadcast and media brands
Audience research is different from usability research in that it examines users’ behaviours and motivations rather than their usage of a particular product, although both are necessary for a user-centred design process.
Introduction
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100 Shapes — UX & design for broadcast and media brands
Audience research for UX is also different from market research - it is not concerned with market size, pricing or how to market a particular product idea.
Introduction
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100 Shapes — UX & design for broadcast and media brands
Instead it helps us identify the problems that users are trying to solve in their lives in order that we might use design to solve them in new, better ways.
Introduction
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100 Shapes — UX & design for broadcast and media brands
‘Why?’ is the golden question
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100 Shapes — UX & design for broadcast and media brands
Asking ‘why?’ is the key to gaining meaningful insights. It’s not easy or comfortable to ask or be asked.
‘Why?’ is the golden question
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100 Shapes — UX & design for broadcast and media brands
We don’t typically enjoy dissecting our own behaviour because it makes us question whether we’re normal.
‘Why?’ is the golden question
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100 Shapes — UX & design for broadcast and media brands
‘Why?’ is inherently accusational - it reminds us of being at school.
‘Why?’ is the golden question
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100 Shapes — UX & design for broadcast and media brands
But, asking ‘why?’ is essential to understand the motivations that lie behind behaviour patterns, and there are ways to make it friendlier.
‘Why?’ is the golden question
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100 Shapes — UX & design for broadcast and media brands
Phrases like ‘How come you like...?’ or ‘What is it that makes you do...?’ are more reflective and less confrontational.
‘Why?’ is the golden question
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100 Shapes — UX & design for broadcast and media brands
Audience focused design
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100 Shapes — UX & design for broadcast and media brands
Audience focused design
If you already have a product and existing relationship with your audience, you may already have valuable insights that can be applied directly as design improvements.
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100 Shapes — UX & design for broadcast and media brands
Analytical thinking
A solid appreciation of the audience’s behaviours - and crucially, their goals and motivations - is the best possible basis for successful product design.
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100 Shapes — UX & design for broadcast and media brands
Thinking about embarking on a digital product design piece? Talk to us about how audience research can help to make it a success.
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100 Shapes — UX & design for broadcast and media brands
+44 (0) 203 7738175
I00 SHAPES
I00 S H A PE S
UX & design for broadcast and media brands
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100 Shapes — UX & design for broadcast and media brands
For more advice and inspiration on effective UX & Design strategies visit: 100shapes.com/blog