You might have created a lot for your users but how well do you really know them? It is only valid for you to know the people you are serving otherwise you will not be able to deliver to the best of your potential. The designers should focus on actual users and their needs while they are designing. The main aim is to bring to reality the designs and thoughts the users have in mind.
Designers often tend to forget that users may or may not have a similar thinking and liking as them. Anybody who is belonging to the creative sector of a product or a site or even an app cannot be a typical user. The list also includes business stakeholders, developers and even designers. You will never completely know the user and no matter how alike you think you are, it’s never that way. The Traditional UX research is in-charge of the user needs. It focuses more on the wants and expectations of the users. It acts beneficial for designing user experiences that meet the needs of the users, therefore allowing them to achieve their goals. In case the motive of the design is to persuade the users to take some action we first need to understand the key elements that motive them or the elements they are attracted to.
In this article we will see how deep research actually helps us to find out what really triggers the users and how these insights will thereafter help us design to persuade the users.
TRADITIONAL UX RESEARCH
As mentioned earlier, it is always important to know who you are serving. The first and the most vital step of knowing your user is to identifying them and researching about them. This shall help us know more about the groups of users and this way we shall also be able to find out what they exactly expect from us. Interviews and contextual inquiries, surveys are some of the most commonly used research techniques that can be used to understand your user better. Some of the most important questioned that need to be answered while trying to understand a user is:
-Who they are
-What they do, where and when
-The reason why they do it
-The way they do it
-Things that they promote and abandon.
Keep your user strictly and specially in mind when you are designing. They you are afraid of losing touch or vision, put up posters of personas in the work place to remind yourself who you are designing for.
BEHAVIORAL RESEARCH FOR PERSUASIVE DESIGN
One of the best ways to understand your user is to understand the reason why their mind works a particular way. You need to know why they want whatever they want. Behavioral research builds on traditional research approaches since persuasive design is aimed at changing behavior. During behavioral research, the focus is laid on the user’s feelings, emotions, barriers related to the action that is being looked forward to and others of such kind. The approach is more cognitive in nature. Some of the major questions that need to be answered during research are
-How does the user feel about the action that is intended?
-What are the various emotions evoked in the process?
-What are the different social and cultural factors that may have influenced the experience?
-What are the barriers that can be resisting them from taking the action that is intended?
-What are their values and beliefs that may have influenced their action?
Therefore, to conclude, it can be said that Traditional user research helps us to meet the users demand by designing according to their requirement. When you know your users on a deeper level, you shall use psychology in design to make sure your users are engaged in behaviors with your and not just their competitors.