Goals and Scenarios

Generative vs Evaluative Methods

<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/d1409056-e50b-4523-89a9-58bfc0b64294/magnifying-glass-location-solid.svg" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/d1409056-e50b-4523-89a9-58bfc0b64294/magnifying-glass-location-solid.svg" width="40px" /> Generative Methods (AKA Exploratory, Foundational, Research, Discovery, Strategy)

Methods at this stage are often generative in nature; they help generate ideas and answers about which way to go.

Nielsen Normal Group

Find new directions and opportunities.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Identify a problem.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Understand what your users think.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Understand your buyers.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Understand what your customers care about.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Define your target audience.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Uncover what motivates their behavior.

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View Generative UX methods

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Evaluative Methods (Formative, Summative, Design, Develop, Launch, Assess)

Evaluative research is all about validating your concepts, testing your prototypes, and knowing whether or not your project is on the right track.

User Interviews

Use evaluative methods to…

<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Validate a concept.

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Test a prototype.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Know if you’re on the right track.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Validate design direction.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Gather user feedback.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Inform changes.

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View evaluative UX methods

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Qualitative vs. Quantitative Methods

<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/205c6e69-89c5-4235-8baa-4ff055404427/face-thinking-solid-01.svg" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/205c6e69-89c5-4235-8baa-4ff055404427/face-thinking-solid-01.svg" width="40px" /> Qualitative Methods

Qualitative research is key to uncovering the ‘why’ behind actions and develop a deep understanding of a topic or problem.

Maze

<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Come up with new ideas.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Identify design problems.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Formulate hypothesis.

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Gain deeper insight into customer needs.

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View qualitative methods

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<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/1947b257-4c64-40a4-8e45-c7f87756b62a/quantitative.svg" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/1947b257-4c64-40a4-8e45-c7f87756b62a/quantitative.svg" width="40px" /> Quantitative Methods

Quantitative research tests theories about people’s attitudes and behaviors based on numerical and statistical evidence.

Interaction Design Foundation

<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Establish critical benchmarks.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Begin to define specific problems.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Prioritize projects.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Identify problem areas.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Elevate one solution over another.

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View quantitative methods

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Attitudinal and Behavioral Methods

<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4e9c7398-a478-441a-a14c-17ab8784c6e3/qualitative.svg" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/4e9c7398-a478-441a-a14c-17ab8784c6e3/qualitative.svg" width="40px" /> Attitudinal Methods

Attitudinal research assesses a user’s attitudes or feelings; what users say.

<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Categorize attitudes

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Understand customer feelings

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Understand users’ mental model

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Understand users’ motivations

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Collect self-reported data

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Understand or measure stated beliefs

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Find answers through what users have to say

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Understand why things are happening

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View quantitative methods

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<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/b5385062-4b15-425d-b71f-d0fbe284367e/hand.tap.fill.svg" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/b5385062-4b15-425d-b71f-d0fbe284367e/hand.tap.fill.svg" width="40px" /> Behavioral Methods

Behavioral research observes and measures what users do.

<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Gain insights from real-world scenarios.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Understand what is happening.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Provide insights into people’s behavior.

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<aside> <img src="https://super.so/icon/dark/arrow-right-circle.svg" alt="https://super.so/icon/dark/arrow-right-circle.svg" width="40px" /> Collect data points

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View quantitative methods

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