User Experience Research

[julia-gx]

UXR Short-Plan:

• Foundation Phase 1: Expert & Contextual Understanding

Method: [UX Audit] [Heuristic Evaluation] (based on Jakob Nielsen’s 10 usability principles)
Method: [Stakeholder Interviews]

Hypotheses to validate (confirmed/rejected, needs further data):

1. The "add prices" flow violates UX heuristics (confirmed)
2. Stakeholders believe that the process is too long or too complex for casual users. (confirmed)
3. Only a small segment of users are actively contributing (95% are casual contributor) (confirmed)
4. Stakeholders assume that users are confused by the flow for adding prices (confirmed)
5. Users are hesitant to upload receipts because they are concerned about exposing personal data (not confirmed!)
6. We believe that certain user segments may exist, including: early adopters - tech-savvy, individuals (using the API), power users - researchers. (confirmed)
7. We believe power users mostly want to contribute massively to the database. (confirmed)
8. Stakeholders believe most of our current contributions come from price tags (photos of shelves).(confirmed! @raphodn showed data during open days)
   NEW 22.07
9. For users price per unit is a decision aid not just a data point.(confirmed)
10. We believe users might be afraid of mass upload of proofs due to the GDPR reason (not confirmed, needs further data)

• Phase 2: Exploratory Discovery

Method: User Interviews (5-8 participants)
Output: proto-personas, list of JTBD and pain points

• Phase 3: Quantitative Validation

Method: Survey (quantitative JTBD outcome validation) (n=50-100) --> update: we have not reached this number, n=34
Output: validated JTBD importance and satisfaction, finalised personas + segmentation data

• Phase 4: Evaluative Research

Method: Usability Testing (n=5-8; each persona test based on their likely task flow)
Output: UX issues, pain points, design recommendations

Deliverables:

• Research report (key insights, quotes, patterns)

• Prioritized list of JTBD outcomes (with importance/satisfaction data <-- survey)

• Personas

• UX usability findings and pain points

• Recommendations

[raphael0202]

4. and 5 are the same, maybe you meant something else for 5?

And what's JTBD? Otherwise it looks great 👍

[julia-gx]

Yes, 4 and 5 were the same. My bad, I've corrected it. Thanks!

Jobs to be Done is the goal a user is trying to accomplish in a specific situation. People use products or services because they want to get something done. These products help them achieve their goals or make progress toward them. So, they “hire” certain products or services to help them complete that job.

Here's a classic known example: imagine someone buys a drill. They don’t really want a drill itself, what they really want is a hole in the wall to hang a picture. So, they “hire” the drill to help them make that hole.
In this case, the job to be done is: “make a hole in the wall.” 
The drill is the tool they “hire” to get that job done.

The formula for JTBD is: When [situation], I want to [motivation], so I can [desired outcome].
"When I price my products, I want to see what others nearby are charging, so I can stay competitive without undercutting myself."
So they "hire" Open Prices to achieve this.

In phase 3 we will have the list of JTBD. Next step will be using a survey to check the JTBD outcomes, the measurable criteria that show whether people succeed or struggle in reaching their goals.
Some quick example: a JTBD outcome might be “reduce the time it takes to check prices nearby.”
 Then we can ask:
How important is it for you to minimize the time it takes to check prices nearby?
How satisfied are you with the current time it takes to check needed prices nearby?

If many respondents say it’s very important, but most are not satisfied with how it works now, it means the JTBD outcome is not being met and needs improvement.
It means, they are coming to use the product/service to get something done (they "hire" product/service), but right now, the product/service isn’t fully helping them achieve that goal.