Bài 7: UX Research | Nghiên Cứu Trải Nghiệm Người Dùng | Product Management Gối Đầu Giường

Summary

In this video, the focus is on how **User Research** (US research) and **Competitor Research** can serve as vital inputs for the UX design process. The speaker explains the importance of understanding user needs, pain points, and behaviors through both **explanatory** and **exploratory** research methods. It also highlights the use of frameworks like the **Customer Journey Map** and **Empathy Map** for gathering valuable insights. Additionally, the video covers how studying competitors can uncover industry best practices and help design products that align with user expectations and mental models. This comprehensive approach ensures designers make informed, effective decisions.

Takeaways

• 😀 User research is crucial in the UX design process to understand user needs, pain points, and behaviors.
• 😀 There are two main types of user research: explanatory (to understand why an issue is occurring) and exploratory (to discover unknown problems or opportunities).
• 😀 Quantitative research focuses on data collection and analysis, such as surveys or A/B testing, to gather measurable insights.
• 😀 Qualitative research delves into user motivations and emotional responses through methods like interviews and focus groups.
• 😀 A **Customer Journey Map** helps visualize the user's experience at every stage, from awareness to post-purchase, identifying pain points and opportunities for improvement.
• 😀 An **Empathy Map** explores four key aspects of user understanding: what they see, hear, think/feel, and say/do, to deeply understand their perspective.
• 😀 Competitor research is essential to avoid reinventing the wheel and to learn from others' successes and mistakes in the market.
• 😀 Studying competitors helps identify best practices, common design patterns, and potential areas for innovation.
• 😀 Users build mental models based on their experiences with other products. Aligning your product’s design with industry standards makes it easier for users to adopt.
• 😀 Competitor research should not only focus on current products but also track the evolution of their offerings to understand design trends and improvements over time.
• 😀 Performing a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) on competitors provides deeper insights into their strategies and market positioning.

Q & A

What is the main focus of the video script?

The main focus of the video is on user research (US research) specifically for the UX design process. The video explores how to gather input for UX design from two key areas: user research and competitor research.

What are the two primary objectives in user research discussed in the script?

The two primary objectives in user research are **explanatory** (to understand why a problem is happening) and **exploratory** (to discover unknown issues or problems).

What is the difference between explanatory and exploratory research?

Explanatory research is used when a problem is already identified, and the goal is to understand the causes and context of the problem. Exploratory research is used when the problem or solution is not yet clear, and the objective is to investigate and explore unknowns.

How does quantitative research differ from qualitative research in UX design?

Quantitative research focuses on numerical data and measurable statistics, such as surveys or A/B testing, to identify patterns. Qualitative research, on the other hand, seeks to understand user behaviors and motivations through deeper insights, using methods like interviews or focus groups.

What is the purpose of using frameworks like the Customer Journey Map in user research?

The Customer Journey Map helps visualize the user's experience with a product or service step by step, from awareness to post-use. This framework allows researchers to identify pain points and opportunities at each stage of the user’s journey.

What is an Empathy Map, and how does it assist in user research?

An Empathy Map is a framework that helps researchers understand users’ emotional and cognitive responses to a product or service. It focuses on four key areas: what the user sees, hears, thinks and feels, and says and does. This helps uncover deeper insights into user motivations and pain points.

Why is competitor research important in the UX design process?

Competitor research is important because it allows designers to learn from the successes and failures of existing products in the market. It helps identify best practices, potential issues, and informs decisions on design strategies, avoiding mistakes made by competitors.

What are the three key purposes of conducting competitor research?

The three key purposes of competitor research are: 1) to identify problems already encountered by competitors and learn from them, 2) to understand and analyze the best solutions competitors have implemented, and 3) to align with user expectations based on competitors' mental models.

How can studying a competitor’s product evolution over time be beneficial?

Studying a competitor's product evolution helps designers understand the progression of features and user feedback. By looking at how a product has changed over time, designers can prioritize which features to implement and avoid repeating mistakes that competitors have already resolved.

What does it mean to study a competitor’s SW (strengths and weaknesses), and why is it useful?

Studying a competitor’s strengths and weaknesses involves analyzing their market positioning, user feedback, and product features. This is useful because it helps designers identify areas where their product can improve and where it can stand out by addressing gaps or offering better solutions.