When we reach the refine stage, don’t just get over excited and release a full blown product/service into the world.

• We want to introduce more users into the design process, in the real world and see what happens.
• we want to collect data with a purpose
• We want to start collecting data that we can scale and measure at a distance

Example: We believe that tailoring our service error pages to include our contact centre information will support the user through the full end to end journey

There has already been a qualitative study which identified that users needed support at multiple points throughout the journey. This included the need for specific errors that meant users could not continue on their digital journey.

We don’t want the user to just leave the journey if they have the ability to continue via an alternative platform.

How do we create a quantitative hypothesis?

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1.Identity which user groups it will contact and what hypothesis we want to test:

• Contact centre staff
• Users

2. Then decide qualitative stats we want to track this hypothesis against. Not sure what to track, start by listing out the different touch points you have with users

• volume of calls
• types of calls
• time on call
• new customers v.s returning customers
• customer satisfaction.

3. Decide what you need to measure as part of your hypothesis. It needs to be a tangible and specific goal “Increase by 5%”

4.Tracked in a hypothesis “ticket“ then when we feel we have enough evidence to provide reasoning for a decision

UX research methods

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1.Highlight testing

Identify patterns in content by testing it within a survey format. A manual heat map for challenging decision points for your users.

2.Card sorts

Understand how users group and expect to view the information on your website. No one wants to go digging around for a sign up form.

3.Ten second testing

Users only need a few seconds to make their first decisions about your service or product. Test to see if your touchpoints meet your user goals.

4.Task analysis

Figure out what goals and processes users have in place. Identify the journeys most taken by users and what impacts their experience.

Research is cyclical, the world and our users need change. Esure that you have reliable tracking of your services. Regularly observing and prioritisng research is the optimal way to be prepared for unknowns.

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