This is the theory that users will leave a website if they can’t get to the page they want within 3 click.
A 5 second test involves showing users the interface of software application or a website for 5 seconds. The participant then has to recall what they saw on the page. This is a great method to see whether the key visuals, or calls to actions have been correct impact.
This is based on the Pareto principle. Applied to any website, web app, or software environment, 20% of the functionality and features will be responsible for 80% of the results.
A/B testing is a when you test two different versions of online content with users to see which one they prefer.
Accessibility is the ease with which people can use and understand a website or app. This also refers to how websites and apps are adapted for those with disabilities or special needs. An example of this could be adapting colours to allow for people who are colour blind.
This is an interviewing technique where the interviewer pays attention and provides feedback to encourage the conversation.
Analytics gives valuable information on the traffic to your website and app. It tells you where your traffic comes from and where they move around. It gives a great insight as to what is working or not with your site /app.
Card sorting is a method used to help design or evaluate the information architecture of a site. In a card sorting session, participants organise topics into categories that make sense to them. They may also be asked to label these groups. To do a card sort, you can use cards, pieces of paper, or an online card sorting tool.
On a website, clickstream analysis (also called clickstream analytics) is the process of collecting and analysing data about which pages a website visitor visits, and in what order. The path the visitor takes though a website is called the clickstream.
This is an assessment of the strengths and weaknesses of current and potential competitors.
The context of use analysis involves collecting and analysing information about: the intended users, their tasks, the tools to support their goals, the physical environment that the product will be used in, the technical constraints and other factors that’ll effect the user experience.
Conversion rate is the percentage of visitors that complete a targeted transaction online.
In e-commerce, conversion marketing is the act of converting site visitors into paying customers. The process of improving the conversion rate is called conversion rate optimisation.
A diary study is a research method used to collect qualitative data about user behaviours, activities, and experiences over time. Typically, users self-report their activities at regular intervals to create a log of their activities. The diary study can range from a few days to over a month.
This is the people who use a website/app or those who are participants or subjects of research studies.
Engagement (User Engagement)
User engagement is about getting a users attention and keeping it. Anything that helps a user stay focused on a page or a screen (whether it be a button or a menu) is crucial.
The entry field (also known as a data or text entry field) is when users are required to make text or data entries.
A part of task analysis that identifies the frequency and type of errors that occur for each specified set of task flows.
Frequency in which errors occur in a given time period.
This is the study of people in their own environment through the use of methods such as observation and face-to-face interviewing.
This is the measurement of eye activity on a screen or an environment. Eye tracking software allows the users eye movement to be tracked on a screen. It can see what they look at most frequently and in what order.
A diagram designed to identify cause and effect relationships between factors in a given situation. It is made up of a “head” which states a problem and bones along the spine which represent factors and categories of factors.
The fishbone helps to visually display the potential causes for a specific problem.
Think-aloud (or thinking aloud) is a method used to gather data in usability testing. During usability testing asking the user to think out aloud on what they see and do helps to gather valuable information.
True intent studies measure the experience users have with a website and provide insights for improving the design by answering the following questions:
- Who’s visiting?
- Why are they coming?
- What do they like or dislike?
- How well do they succeed?
The answers to these questions help us empathise with users and understand how to address their needs.
How effectively, efficiently and satisfactorily a user can interact with a user interface.
This measures the current usability of a system and provides a baseline against which future usability can be measured.
A space designated for conducting usability tests by observing user interactions with a system and recording their activities. Additional observers may be present or may observe via two- way mirrors or video streaming in another room.
A user flow is the steps a user performs to complete a task. The “top path” is the most common user flow.
User research focuses on understanding user needs, behaviours and motivations through observation techniques, task analysis, and many other other methods.