THE TASK
THE TASK (3 minutes read)
THE TASK (3 minutes read)
RESEARCH
Review four mobile apps to benchmark what they are doing well to emulation.
Create an online survey to learn more about the goals of airline customers.
Conduct a usability test to gather information about the user’s goals, behaviours, pain points and mental models context.
Analyse the context, goals, behaviours, pain points & mental models of the users via taking notes on the positive & negative emotions experienced by the user.
Online Survey
Research Objectives
​
​​
​
​
​
-
Collect responses from people who have used an airline app ideally within the past 4 weeks.
​​
-
Aim to get a minimum of 15 responses.
​​
-
Gain quantitative data to underpin all other research conducted in project.
​
The survey generated 10 questions to avoid users attention dropping and asked some golden questions;
​
Why they visited?
Did they achieve their task that day? If not why?
& what improvements would they make.
​
The survey also highlighted some supporting quantitative data.
​
Usability Testing
​
-
Script a recruitment screener to recruit user test subjects.
-
Script questions that are unbiased, structured and useful.
-
Develop a consent form.
-
Select use tools to record the test.
-
Make user feel welcome and comfortable during testing.
-
Set-up a comparative test with the same scenario on two different airline apps.
-
Hone in on particular points of interest (goals, behaviours, mental models and pain points).
Recruitment Screener E-mail 1
Recruitment Screener E-mail 2
Sample of Scripted Questions
Room Setup
-
Reflector 3
-
OBS Studio
-
Microphone
-
iPhone
-
Macbook Pro
-
Facetime HD Camera
-
Pad and paper for notes.
Note Taking
-
Create a bank of insights to use in all subsequent projects.
​​
-
Take notes on the user experience: goals, behaviours, pain points, mental models and contextual information.
​
-
Be concise, detailed and form in a hierarchy of key points.
Notes were taken roughly during the video interview
These were then reviewed and analysed further after the interview had taken place
The ​outcome led to some interesting insights about the user's goals, behaviours & attitudes towards the software tested.
Furthermore, some common pain-points began to prevail like the fare comparison sections on each app.
ANALYSIS
Affinity Diagram
Create an affinity diagram & structure the qualitative research. Collaborate with a colleague and document techniques, categorising loose headings for information architecture.
Analyse the context, goals, behaviours, pain points & mental models of the users via taking notes on the positive & negative emotions experienced by the user.
Create a linear customer journey through the mobile app based on the research insights.
