Discovery

Qualitative methods look at non-number related data, using imperative approaches to understand people’s, feelings, motivations, user behaviours and observing interaction with products and services. This research is usually transformed into themes and traits, which informs design decisions. However, data can be quantified into numbers for easy analysis.

On the other side of the discovery spectrum, there is quantitative research, which is predominantly numerical data extracted from user experiences and analytical behaviours of our website. This approach is used to put a number on interactions and compare data in a larger format. It is also a useful way to measure business goals and KPI’s.

Qualitative & Quantitative are complimentary - the quantitative research tells us the what’s and the where’s, while the qualitative digs deeper to understand the why’s and the how’s. Quite often a multi-method approach is taken, combining research to develop a holistic view. This enables the team to fully explore insights and data before deciding upon solutions.

The discover phase involves understanding what our members and non-members are trying to achieve and how they are trying to do it, independent of any product, service or project. We use a number of research techniques to build understanding, including:

Interviews can take place in person or remotely, the interview format is usually a blend of open-ended and behaviour-based questions, which allows the interviewee to expand on their experiences beyond ICAEW.

Quantitative user research is used to measure aspects the user, along with user behaviour that is used for statistical analysis. We use several analytical tools to help us achieve this.

It is key the team can remain unbiased with the data so that we are able to provide a clear and concise hypothesis.

At the start of a project, the UX Discovery team will take a look at what alternatives are available in the marketplace. They may look at particular websites, apps, non-digital solutions or even non-solutions.

Surveys are an effective way of gathering large feedback on our website. Using a mixture of open and closed questions so that we can gather both easy to visualize data along with behavioural data.

This phase can happen at any point within a project, it mainly follows the discovery phase. Addressing the projects needs and objectives further so that it can meet the user’s needs is an important stage for creating digital solutions.

An in-depth competitor analysis looks at direct and non-direct competitors’ solutions to the user jobs identified above. At the start, guidelines are defined, so that the researcher can go through all the alternatives and raise any issues or best practices. The issues are then calculated and compared.

The goal of persona research is to understand the emotional and behavioural drivers of different types of users that interact with ICAEW. The information within them is derived from real data, usually from interviews and diary studies. They are then categorised into persona groups or segments of our audiences. Although one persona can represent many, persona characters will have similar lifestyle choices, careers and goals.

This approach allows the UX team to visually map out what ICAEW members and non-members do. Mapping often looks into different touch points and experiences. This can highlight various touch points, digital offerings, physical aspects, the context of the user, any mental models, needs, challenges, goals and opportunities.

Stories are usually developed from the users perceptive. They can be created from current research or they can be created as assumptions, which are then later tested with members and non-members.

This exercise is conducted away from the website and it asks users to evaluate how they navigate ICAEW’s website by looking at the information architecture as words only. Participants are asked to organise the cards (website headers or content items) into categories (website pages or higher level header items).

Like the card sort, the aim of this technique is to test the findability of information within ICAEW’s website. The test is not done on the website instead simple test is shown and the participant will choose a path to answer a task given.

Surveys and heat maps can be used for multiple purposes. Including; recruitment for research sessions, general feedback, polls and to analyse where people are looking on a particular page (Heatmaps).

This stage is used to bring together assumptions and look how to validate them. Various methods can be used but it is important at this stage we work with our members and non-members.

This activity can be carried out throughout any stage of a project's development. The prototypes may look very close to the end product or they could be a simple design, emphasising in on one element; such as a new icon or button.

In a research session, users are asked to give feedback and they are usually set a task so the researcher can watch and ask questions on certain things the participant says or does.

This type of testing can take place in-field (in person) or remotely (another destination). The sessions can be moderated (with a researcher) or unmoderated (completed without a researcher). The testing can be carried out on the live website or a prototype. The team use online and offline tools to help gather qualitative data based on what the users do or can’t do. The test predominately involves tasks or activities whereby the user is asked to complete throughout. The researcher will monitor this and note any metrics which are predefined before the test.

This method is used to measure a particular web page(s) or products ICAEW create. It allows the team to measure-up against ourselves and compares to a competitor or by an entirely different industry.

Accessibility in UX is referred to, as designing and creating products and services that are usable for people that have a disability. For example: running contrast checker on new designs to make sure that people that have visual impairments are able to perceive the information. This can be checked using various different online tools.

Listening to people, keeping a record of insights and data is an important process the UX Discovery team maintain. Looking at trends and patterns helps the UX team define issues, making it easier to communicate with the wider organisation.

By including tracking capability across the digital platforms, they are able to understand how users interact with our products & services. Using a number of tools to do this, including Google Analytics.

This method takes place after usability testing. It focuses on a websites’ interface of a project. A group of experts are set a list of requirements they can individually or as a team systematically go through to make sure the interface is abiding by UX best practices and principles.

Depending on the format of the project, a report or review will be put together to illustrate findings from any of the methods reported above and recommend how to fix issues.