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# 📚 Lecture Notes: Fundamentals of User Experience Design (Week 4)

**Date**: April 22, 2025 (Tuesday)  
**Instructor**: Prof. Jhonson  
**Topic**: User Research Methods and Data Analysis

---

## 1. The Importance of User Research

- **Understand Real User Needs**  
  - Users often cannot articulate their needs clearly. Research helps uncover *latent* needs and contextual usage patterns.  
  - *Example*: A user may say, “I want a faster elevator,” but the underlying need is “less perceived waiting time.”

- **Reduce Design Risks**  
  - Prevents guesswork and intuition-driven decisions that may lead to product failure.  
  - Data-backed design decisions are more reliable and scalable.

- **Improve Product-User Fit**  
  - Leads to better alignment with users’ mental models, increasing usability, retention, and satisfaction.

---

## 2. Types of User Research Methods

### 2.1 Qualitative Methods

Used to explore user motivations, behaviors, and emotions in depth.

- **User Interviews**  
  - Semi-structured conversations to uncover users' goals, frustrations, and expectations.  
  - Best practices: ask open-ended questions, avoid leading, follow up with “Why?”

- **Field Observation (Contextual Inquiry)**  
  - Observe users in their natural environment.  
  - Variants: direct observation vs. participatory observation.

### 2.2 Quantitative Methods

Used to measure trends, behaviors, and validate hypotheses with larger samples.

- **Online Surveys**  
  - Fast and scalable way to gather user opinions and demographics.  
  - Tools: Google Forms, Typeform, SurveyMonkey, etc.

- **Questionnaires**  
  - Structured format with predefined options and scales (e.g., Likert scales).  
  - Tip: avoid biased questions and ensure clarity of language.

- **Web/App Analytics**  
  - Passive collection of behavioral data such as page views, click-through rates, bounce rates.  
  - Tools: Google Analytics, Mixpanel, Amplitude, Hotjar.

---

## 3. Persona Creation

Personas represent archetypal users to guide design decisions.

- **Data Collection**  
  - Source information from interviews, surveys, analytics, and customer support logs.

- **Clustering (Segmentation)**  
  - Group users by shared goals, pain points, behaviors, or attitudes using affinity mapping or thematic coding.

- **Persona Presentation**  
  Each persona should include:
  - Name (fictional but realistic)
  - Demographics (age, job, location)
  - Goals and motivations
  - Pain points and challenges
  - Usage scenario or story
  - (Optional) A photo or illustration

- **Purpose**: Align the team on who they’re designing for and prioritize feature development accordingly.

---

## 4. Basic Data Analysis Workflow

### Step-by-Step Process:

1. **Data Collection**  
   - Gather all raw data: recordings, notes, transcripts, surveys, logs.

2. **Data Cleaning**  
   - Remove duplicates, irrelevant entries, and format inconsistencies.

3. **Categorization and Coding**  
   - Apply open and axial coding to identify emerging themes.  
   - Example: “Too many steps” → Theme: *process complexity*

4. **Insight Extraction**  
   - Look for behavioral patterns, pain point clusters, and decision-making cues.

5. **Conclusions and Recommendations**  
   - Synthesize findings into actionable design suggestions:  
     - e.g., Simplify onboarding, redesign navigation, add help tooltips.

---

## 5. Supplementary Topics

### Empathy Map  
A tool to build deeper user understanding by mapping:

- What users **Say**  
- What they **Do**  
- What they **Think**  
- What they **Feel**

### Triangulation  
- Use of multiple methods (e.g., interviews + analytics + surveys) to validate findings and ensure reliability.

### Research Ethics  
- Obtain informed consent, anonymize data, and comply with privacy regulations (e.g., GDPR).  
- Be transparent about how data will be used and stored.

---

## 6. Assignment This Week

**Objective**: Apply one user research method in practice.

- Choose **one qualitative user research method** (recommended: interview or field observation).  
- Conduct research with **at least two target users**.  
- Deliverables:
  - A short report summarizing:
    - Behavioral patterns
    - Pain points
    - Core needs
    - Any surprising or contradictory findings

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