a/b test

“User research ” is a set of observation techniques and the obtaining of feedback and the analysis of results that allow us to understand the behaviors, needs and motivations of the users of any product or service. There are dozens of methods and variants within the field of user research.  In this article, we will describe the 6 most used in the web industry.     Card Sorting This consists of asking a group of users to group content and functionality in open or closed categories. The result of the exercise are patterns of how users expect to find the content, as well as navigation tips, menus and categories. This method doesn't provide a final structure, but helps answer many questions we ask ourselves in the design phase. More info: http://www.usability.gov/how-to-and-tools/methods/card-sorting.html http://boxesandarrows.com/card-sorting-a-definitive-guide/ http://www.measuringu.com/blog/card-sorting.php     Eye Tracking This technique uses technology to analyze eye movements on the user interface. The result is a heat map of points of focus that offer clear information about which parts of the site capture more attention and which is the visual flow of the user through the site. More info: http://www.webdesignerdepot.com/2013/11/4-essential-ux-rules-taught-by-eye-tracking-research/ https://uxmag.com/articles/leveraging-eye-tracking-to-create-an-engaging-user-experience/ http://www.uxbooth.com/articles/a-brief-history-of-eye-tracking/     A/B Test This consists of providing different versions of a page for different users and comparing the results to determine what works best. It is a great way to optimize funnels and landing pages. More info: http://www.wired.com/2012/04/ff_abtesting/ https://www.smashingmagazine.com/2010/06/the-ultimate-guide-to-a-b-testing/ http://www.uxbooth.com/articles/how-to-increase-site-performance-through-ab-split-testing/     Focus Group This brings together users to discuss certain topics or issues related to the content or the website. The result yields useful information on the views and feelings of users in relation to the subject matter, providing insight into the audience and refining the target. More info: http://www.webcredible.com/blog/focus-groups-how-run-them/ http://www.slideshare.net/Centralis/adapting-focus-groups-for-user-experience-ux-research/ https://blog.mozilla.org/ux/2012/08/when-to-use-a-focus-group-and-when-not-to/     Usability testing This is an individual test where a page or site with representative users from the target market are evaluated. Direct user feedback is collected using the tool or the prototype which serves to implement improvements based on the results. More info: http://www.usability.gov/how-to-and-tools/methods/usability-testing.html http://www.uxbooth.com/articles/the-art-of-guerrilla-usability-testing/ http://uxmyths.com/post/831431504/myth-22-usability-testing-is-expensive     Quantitative Surveys Surveys of users are conducted for information about their satisfaction with the product, the usefulness of a particular page, their opinion on a particular topic, etc.  The benefits of this method are many because it allows better understanding of end users and the design of better products, thus reducing the risk of making mistakes or offering mediocre solutions. More info: http://uxmastery.com/better-user-research-through-surveys/ http://www.uxmatters.com/mt/archives/2012/09/strengths-and-weaknesses-of-quantitative-and-qualitative-research.php http://www.marketingdonut.co.uk/marketing/market-research/what-is-quantitative-research-   Main photo: Hal Gatewood