Usability research is research on how your website is being used, and how you can optimize it. In usability research, people often think of 1 type of website research: traditional, qualitative usability research in which 6 respondents are questioned about their website experiences in interviews. However, there are many different shapes and sizes of usability research. Task-driven research is one of the options, for example. It uses eye tracking, EEG, and more. The number of respondents in this type of study is also higher – at least 12.
WUA offers an option of usability research for digital customer journeys on websites, apps, and Virtual Reality (VR). For these customer journeys, we distinguish between traditional (qualitative) usability research and task-driven (quantitative) usability research.
1. Traditional Qualitative Usability Research
As the name implies, this is the classic method of conducting qualitative usability research. We do this through semi-structured interviews. Participants are given assignments or needs, and start their customer journeys. During the customer journey, a researcher asks qualitative questions about the consumer’s experiences, why they make certain choices, and what the overall experience is like. The qualitative semi-structured approach gives us a way to structure the main themes we discuss with all respondents (for instance Look & Feel, navigation, presentation of the offer, etc.), so we can compare results of all respondents for these themes. At the same time, it also gives the freedom to discuss in-depth interesting themes that pop up during the study (for instance the structure of a menu, the layout of the homepage, etc.).
2. Task-driven Usability Research
In task-driven usability research, we’re looking for a more quantitative approach. We do this by giving our participants an assignment and letting them perform the assignments by themselves, within the chosen medium. Participants do this by themselves, without a researcher present. Participants are connected to different sensors (Eyetracker, Facial Coding, EEG headset) in order to measure the different responses coming from their bodies. Afterwards, we ask them about their experiences. As participants don’t get interrupted during the study, sensors can clearly measure how the consumer experienced the website. In this way, we can create thorough heat maps, AOI maps, neuro-analyses and emotion mapping reports for the customer journey. This task-driven usability approach ensures you’ll get better insights into the behavior of your consumers during their digital customer journey.
The differences between traditional and task-driven usability research
In task-driven usability research, the focus is more on the quantitative aspects. Neuro usability research, for example, has been added to task-driven usability research in order to provide a more in-depth look at the responses from respondents. The differences are explained below:
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