Experience Research

Focuses on understanding the problem space, gaining a deep understanding of users behaviours, attitudes, problems and challenges they face, core tasks and goals they have, and how they define value. It is the first diamond in the design process. 

Methodologies that may be used in a discovery research phase might include (but not limited to):  

• Contextual enquiries  

• Focus groups  

• Interviews 

• Surveys 

• Secondary research scan 

The purpose is to allow Product and Design teams the opportunity to identify issues and opportunities for improvement pre-build and pre-launch to de-risk any costly mistakes being made. The CX Labs follows the best practice Nielsen Norman Group (NNG) approach to usability testing, outlined here: https://www.nngroup.com/articles/usability-testing-101/.

 The approach is summarised below:  

•  moderated one-on-one sessions between a researcher and a participant, typically lasting 1 hour.   

• The participant is given real-world tasks (or scenarios) that they would typically want to conduct on the interface, and then moderator observes the participant’s behaviour. 

• conducted face-to-face or online (utilising Zoom or Lookback which allows mobile testing, where person in picture video still available). 

•  typically in each round of testing you would have 5 participants (we often recruit 6 to achieve 5 participants), Neilsen Norman has stated as a guide '5 users find 85% of usability issues'. 

Customer insights should be embedded throughout the new product development process. This aligns both with a design thinking, lean UX and agile framework. There are a variety of ways to embed customer insights throughout this process, such as: 

• Discovery research and/or market research in the early stages; 

• User experience design and testing (see CX Labs methodology); 

• Beta feedback process prior to launch; 

• Ongoing customer feedback once the product is live. 

The Customer Research and Design team facilitates this process for initiatives that the CX Program works on.  

CX Survey Research 

The Customer Research and Design team can provide assistance with best practice survey sampling, design and analysis.  At this stage, there is limited capability to conduct centralised surveys, but we hope to be able to offer this service in the future.