The Right Steps To Conduct Perfect UX Discovery For Apps:
As such, there is no hard equation to follow when engaging in UX discovery. Your idea should be to collect as much business, user, and competitor data as possible depending on your objective. The length of the process too, depends from app to app, your customer’s need and the starting point of the exercise. If we are to go by suggesting a general framework, the steps are essentially three in number – Research, Ideation & Evaluation. Let’s understand these in detail.
Step 1 – Research
At this stage, you should try and make as much sense of the data as possible. You can go ahead with competitor analysis, a market study or visiting the analytics and insights to uncover key metrics as to where and when do users most often drop out, which pages attract most traffic and so on. While going through the prevailing information set can be helpful for you, you can also collect some additional primary data.
You can use interactive survey tools to gather insightful information to aid your experience design process. By handing out a list of well thought out questions to the end customers or your client, you can gather insights that can help you make meaningful decisions. The idea behind gathering any of this information should be not just encouraging the app developing team to think about the purpose and value of the app, but also properly visualize the targeted user experience.
Detailing Out Targeted Audience:
Users of any app come from a diverse group, each with their own needs, wants and pain points. Hence, you must supplement your research with a thorough understanding of your primary and secondary target audience. A good way to go about this is by building personals and engaging in journey and empathy mapping.
Journey mapping is about uncovering how the users will end up on your app and walking through each of the steps they will be likely to take. Empathy maps are about stepping inside their shoes and getting to know them in as much as detail as possible. Knowing this information can really help you work towards building the best possible experience.
Step 2 – Ideation
At this step, you should think hard and try and find new ideas and build further on them. Ideation is all about jotting down new ideas, getting the best to rise on top of the pile and culminating it into an actionable plan. You can break down the ideation part into two broad phases –
While brainstorming you should try to list down all the ideas you can think of. The task may be designated it to a restricted group but ideally, it should involve the entire team. In order to approach it in an organized way, it’s good if you start with one question at a time and maintain a record of everything. Once everybody has made their contribution, the points can be compiled together and similar ideas clustered in broadly defined groups.
A way to gain efficiency here is to conduct the exercise in silence to help everyone concentrate at their best. You must allow each member to list down his or her idea even if it resembles another’s, for an elimination of redundancy can be left for later. If the group members are not physically at the same location, you may use tools like Google Hangouts to conduct the brainstorming session.
2. Card sorting:
As a fact, planning the informational architecture and navigation for any app is all based on assumption, and getting that right is critical to the end experience. However, your end user may not perceive things the same way as you do and card sorting can help you close this gap.
Once you have your bundle of ideas collected, you can go ahead with organizing it in terms of well-defined priorities with proper card sorting. You can deploy the method to prioritize the features that are likely to be most meaningful for your users and the business or organizational goals.
You can rank the features or ideas as important, somewhat important and not important. The process should start with your internal stakeholders. Ideally, you should also supplement it with external inputs from those who have no exposure to the app to ensure completeness in your action.
Step 3 – Evaluation
Finally, this is the last step in the discovery process and it can help you ensure that you’ve extracted the right takeaways from the preceding two steps. The idea for you here should be to make sure that you’ reserving the target audience best. You can achieve this by sketching out your concept and testing it.
Typically, you can decompose concept testing into gathering opinion on–
A.) First impression
B.) Navigation expectation
C.) Overall satisfaction.
Based on your sketch, you can ask individuals about what they’re expecting and if their first impression of the app makes them feel their life can become simpler with it. Then you can remove the sketch after a few seconds, and ask for their key takeaway and what struck them the most. This can help you understand if your message is coming out as intended and help you finalize on the concepts. Your next step should be to get advice from them as to where they feel the CTAs or the buttons should be placed. Your last step here can be about enquiring how satisfied they are feeling in order to confirm that your team is on the right track.
It will help you if you restrict concept testing to one-on-one interactions without too many concepts at a go, to avoid overwhelming the participant taking the test. You may keep this in-house as external stakeholders might not be able to give valuable advice due to lack of interest, time or experience.
With all these steps in place, the discovery can be regarded as comprehensive and is sure to augment the UX. Investing in a good user experience is a must in the development process of any mobile app to rake in meaningful results, for it’s the experience that determines the frequency of usage and final conversion. In order to ensure that the user experience is best possible, UX discovery as a step is indispensable. Even though there is no standard formula or timeline required to conduct it, the key steps revolve around break down into research, ideation, and evaluation. Proper discovery ensures that the app experience aligns with both the intended end user and the business’ goals. It’s safe to say that as a step in the process, discovery can make all the difference in getting the desired result.