| |
| When |
Before Design,
to understand
applied usage
interactions,
and need.
|
Pre-design,
to identify
problems, or track
current behavior. |
Throughout,
to clarify specific needs
or preferences |
Throughout,
to track performance
and preferences |
| Good
for |
Uncovering
- Underlying need
- Actual usage
- Work arounds
- Resistance
- Relationships
|
Isolating
- Problem areas
- Break points
- Conversion rates
- Maintenance costs |
Quantifying
- Demographics
- Preferences
- Trends
- Understandings |
Aggregating
- Preferences
- Structures
- Motivations |
| Goal |
Guide
design
- Set features
- Identify real needs
- Identify constraints |
Benchmark
- Performance
- Actual usage
- Business goals
- Business costs |
Inform
design
- Clarify specifics
- Validate language
- Quantify preferences
- Resolve disputes
|
Get
preferences
- Graphic design
- Intent
- Structure
- Terminology |
| Benefit |
Reduce
risk
- Identify needs
before design
- Identify complex relationships
- Research real world issues |
Find
patterns
- Specifies problem areas
- Includes business goals
- Tracks ongoing issues
|
Validate
trends
- Demographic
- Preferences
- Understandings |
Explore
- Group trends
- Commonalties
- Opinions
- Obvious issues |
| Challenges |
Requires experience
-Structuring of goals
-Interpreting of data
-Applying valid methodologies
-Scoping |
No "why"
of behavior
- Motivations
- Causes
- Reactions
- Interactions |
Validity is
difficult
- Survey design
- Sampling techniques
- Data analysis |
Emphasizes
preferences
- Opinions isolated from
behavior
- Relies on recall
- Influenced by group behavior |
