E-Commerce UX Data

Collection
Prof Anindita Paul
Information Systems
IIM Kozhikode
Learning Outcomes

• Techniques for Data Collection for Problem Discovery

• Generating Insights using Storytelling

• Visual techniques for analysis

The Triple Diamond Design Process
Problem - Solution - Develop -

Problem
Definition
Understand

Opportunity
Problem Discovery

Scenario

Heuristic Review
 What people
Do

How many
Why and
and How
How to Fix
much

What people
say

Src: https://www.nngroup.com/articles/which-ux-research-methods/
 When we know what we are going to discover

What about Surveys??

Do you know all the questions to
ask for sure?
 Interviews
• Give insights into what users think about a site, an application, a product, or a process.
• A researcher asks the user questions about a topic of interest (e.g., use of a system, behaviors and habits)
• One-on-one sessions (although occasionally several facilitators may take turns asking questions).
• Tend to be a quick and easy way to collect user data.
• Usually conducted before design
• Have dialogue provoking questions (Not leading questions or closed questions)
• Prepare more questions than you will have time to ask
• Have probes for alternative unexpected situations
• Don’t rush, after asking the users to recall or think about an event give some moments of silence to enable
the user to think about it/reflect

• Note: Make user comfortable, create a rapport, have questions ready beforehand
Interviews
Other techniques
• Ethnography/Field Visits

• Focus Groups

• Lab studies
 User Research through Field Visit
(similar to Ethnography)
• Field Visits
 Going to meet users in their habitual places – shops, offices, homes, hospitals etc.
 Helps to understand the how and why people do what they do
Why Field Visits ?
• Helps in giving concrete insights (situation, what does it entail and how people cope)
• Usually taken up before the design of a solution, but can also be helpful between
development cycles or as a part of redesign (check for initial assumptions, actual use
or new ways of expanding use)
• Process
 Participants should be selected before visiting (these are the people who eventually use
the product)
 Number will depend on the time in hand, resources available. Typically 4 participants
per issue to be investigated
 Time duration – If observing then typically couple of hours to full workdays or task duration.
If only interview than an hour or two. If complex activity then multiple visits
 Explain the process beforehand, be aware of the tasks and terminologies, make the user
comfortable.

• Three phases:
 Introduction; Observation and Wrap-up
Focus Groups
Focus Groups
• Bring together 6–9 users to discuss issues and concerns about the features of a user interface.
Typically more than one focus groups
• Typically lasts about 2 hours and is run by a moderator who maintains the group's focus
• Bring out users' spontaneous reactions and ideas
• Shouldn’t be used as only source of information
• Not to assess interaction styles or design usability, but to discover what users want from the
system.
• Moderator must
 follow a preplanned script of specific issues and set goals for the type of information to be gathered
 keep the discussion on track without inhibiting the flow of ideas and comments
 ensure that all group members contribute to the discussion and must avoid letting one participant's
opinions dominate.

• Analysis can be as simple as summarizing the discussion with few colorful quotes or a detailed
analysis
Problem Discovery

Scenario

Heuristic Review
To be submitted at the end of Ecommerce
Online Presence sessions

Stage 1
1. Study the objective of the business (including brand
message)
2. What questions the business should be asking to check
the effectivity of its website?
3. What Web analytics features/metrics can help the
business answer the questions?
To be submitted at the end of
Ecommerce Online Presence sessions
• Stage 2 - User Persona for your Business
 What would a persona for your chosen business look
like?
 Make a persona for your user
 Demography
 Biography
 Needs
 Pain Points
 Any other important relevant detail (tech interest, experience, lifestyle,
family role or responsibilities)
To be submitted at the end of
Ecommerce Online Presence sessions
• Stage 3 - Frame your Business’ Research Goals
 List issues on your business website
 Prioritize those issues (based on importance and severity)
 Convert those issues into goals
 Convert those goals into research questions
 Convert those RQs into Specific Questions
 List some Interview Questions
Problem Discovery

Scenario

Heuristic Review
Generating Insights from Research:
Storytelling
• The process of creating a compelling narrative arc
that places people at the center of the design.
• Helps to visualize how the product can become part of
people’s lives and ultimately become part of their reality.
• In UX used to narrate to the team and stakeholders
about the field/Interview observations/findings
• Stories from experiences of real people
• Can bring the team closer to the reality of the
audiences and help them recognize human connections
well before concepts and strategies
Empathy Map
Tool that helps to
organize ideas,
information and
observations; to
identify patterns,
and ultimately
insights

1. Documenting
observations or
ideas from research
2. Ideating on design
concepts
3. Creating a strategy
or vision
The team
collaboratively
organizes the
similar ideas into
clusters
representing
different themes.

1. Clustering
observations or
ideas from research
2. Grouping design
ideas into pieces of
functionality
3. Finding themes in
strategy or vision
characteristics
The team reviews
the clusters and
prioritizes which
ideas to focus on.
Helps in
formulating a plan
to move forward.

1. Prioretizing
something e.g.,
fixing the checkout
flow based on
issues that arose in
research
2. Consulting with an
accessibility expert
and conducting an
accessibility audit
3. Finding and
pairing employees
with relevant
training
To be done by Friday before class
• Stage 4 - Interview
 Find three users that represent your persona
 Interview the users using the interview questions
 Have a list of findings ready for the next steps (at least 10 distinct points)