Most statistical tools say something about the way web site or mobile app users access and use the solutions. But they do not tell us about the users’ actual needs or the relevant tools.

Knowit has years of experience of various kinds of user research. We conduct qualitative in-depth interviews and observations, major studies, usability testing and web analysis. The type and scope of the investigation depend on the question being answered.

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Interviews and field studies

When we need to understand the users and their situation in detail, we conduct in-depth interviews and field studies. A set of questions and interviewing techniques are deployed to find out what users think works well or badly, how and when they use the solution and comments about what needs to be improved. Visiting the users in the field means we can observe the context, the environment and the actual situation of use. These research methods generate a number of findings, such as inputs when setting objectives, defining target groups and formulating improvements. 

Combining usage data

Usage statistics from logs and Google Analytics, for example, report the data in quantitative form. This includes basic data such as which devices, browser versions, operating systems and display resolutions are being used. If the script and the measurements are set up correctly, it is also possible to find out how often errors occur, what the users can access or not, where they go and where they come from, how often they come back and what they are looking for. When this kind of quantitative data is combined with qualitative data from interviews and general trends, you can build a solid foundation of user insights.

Target group definition

The research must be presented in a way that is easy to use when the service or product is being designed. This is usually done by using personas. Data from the studies is used to create fictional characters based on actual data. Personas encompass the interests, attitudes and personality, emotions, likes and dislikes, and what is needed at different points on the customer journey.  You can give the persona a name and a photograph so it is easy to relate to when design decisions are made.

User groups

Personas represent general target groups and are particularly useful when developing communication solutions. The user-centered approach works well for detailed design in a digital solution, but user groups are necessary too. User groups are created from common user requirements (Know-Feel-Do) and what users need to do in certain situations. A real user switches between the user groups depending on the situation, whereas user groups are more closely bound to the content and functionality of the solution. User groups are the link between impact objectives and interventions – in other words activities like designing and developing functions, creating content, implementing and launching features.

A foundation of solid insights

Systems aimed at human beings are no good unless they are actually used. That’s why solid user insights are so fundamental to successful solutions. By controlling the impact objectives, it becomes easy to guarantee the quality of use through testing and to include implementation and launch activities in the process. Contact us to find out how to create solutions that reach out to the users and add value.

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