Mastering user research: A guide to core strategies for improving your e-commerce brand

User Research

The purpose of user research is to obtain our customer personas. We need to know what characteristics our target users have, what similar hobbies, goals and concerns they have. Only by fully understanding our users can we better develop attractive and competitive products and promote our products and brands more effectively. Understanding our users is the first and important step for us to start cross-border e-commerce.

Clarify user research goals

Before you begin, identify the problem you want to answer or hypothesis you want to test through user research. This may include understanding user needs and preferences, assessing user satisfaction with existing products or services, exploring problems and challenges faced by users, or testing the appeal of new product concepts. Set specific, measurable goals to guide the entire research process.

Clarifying the goals of user research is a critical first step in successful research. Not only does it help you determine the scope and methodology of your research, it also ensures that you can effectively collect information that is helpful in the decision-making process. Here are some suggestions to help you further clarify your research goals:

  • Define user portraits in detail: When clarifying the research objectives, describe your target user groups in detail. Including information such as age, gender, occupation, hobbies, etc., which can help design more targeted survey questions.
  • Set specific, quantifiable goals: Set clear, quantifiable goals for your research. For example, “Improve user satisfaction scores by at least 10%” or “Identify at least three major user pain points.”
  • Consider competitors: Research is not limited to your product or service, but can also include analysis of your competitors. Understanding why users choose (or don’t choose) your competitors’ products can provide you with valuable market insights.
  • Use SWOT analysis: When clarifying the research goals, conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis to help you better understand your position in the market and how your products or services can better meet user needs.
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In order to allow everyone to understand more intuitively the content of “clarifying user research objectives”, an example will be given below. If you plan to open an online women’s clothing store but have no previous experience, clear user research goals are critical to understanding your target market and users. Here is a concrete example of this scenario based on the above:

1. Understand user needs and preferences

  • Target: Understand the specific needs and preferences of target customer groups for women’s clothing, including styles (such as casual, business, fashion-forward), size ranges, price ranges, material preferences, etc.
  • User portrait: The target users may be working women aged 25-45 who have a certain pursuit of fashion and pay attention to the comfort and cost-effectiveness of clothing.
  • Specific issues: You may ask what factors customers value most when buying women’s clothing? Do you prefer sustainable and environmentally friendly materials? When shopping online, what type of display method do you like most (such as models trying on clothes, actual pictures, user review pictures)?

2. Evaluate user satisfaction with existing products or services

  • Target: Investigate target users’ satisfaction with women’s clothing online stores in the current market to understand their favorite and least dissatisfied aspects.
  • competition analysis: Analyze why users choose or avoid certain competitors’ products and understand competitors’ strengths and weaknesses.
  • Specific issues: Among the existing women’s clothing online stores, what aspects do you think they do well? What areas do you think could be improved?

3. Explore the problems and challenges faced by users

  • Target: Identify the main problems and challenges that target users face when purchasing women’s clothing online, such as difficulty in size selection, color inconsistency with the actual product, and complicated return and exchange procedures.
  • Specific issues: What challenges and problems have you encountered when shopping for women’s clothing? Is there a shopping experience that particularly disappointed you? what is the reason?

4. Test the appeal of new product concepts

  • Target: Before opening a store, test market reaction and interest in some innovative product concepts (such as personalized customization services, virtual fitting functions).
  • Specific issues: Would you be interested if we offered a service where women’s clothing could be customized to your exact measurements and preferences? Why? Would you find virtual fitting capabilities through augmented reality useful?

With the specific examples above, you can start designing your user research plan. Remember, this is just the beginning, and depending on the results, you may need to refine your questions or conduct more research to gain a deeper understanding of your target users. Additionally, make sure your research methods (e.g., online questionnaires, in-depth interviews, focus groups) are effective in gathering the information you need.

Choose the right user research method

Choose the most appropriate research method based on research objectives and resources. For extensive user opinion collection, online questionnaires or email surveys can be used. To gain a deeper understanding of user behavior and motivations, choose user interviews, focus groups, or user diary studies. In order to test and evaluate user response to a specific product or service, usability testing or A/B testing can be used.

The following table provides a brief summary and overview of different research methods, different usage scenarios and their respective advantages. We need to choose different research methods based on different user research goals and actual business conditions.

Research methodsscenes to be usedAdvantage
Online and email surveysQuickly collect a large number of user opinionsLow cost and easy to analyze
User interviewsDeeply understand user ideas and needsGet detailed insights and drill down
focus groupGather reactions and opinions from a group of peopleObserve group interactions to reveal new insights
usability testingEvaluate the user experience of a product or serviceDirectly observe user behavior and identify optimization points
A/B testingCompare the impact of different versions on user behaviorDecision-making based on data and continuous improvement
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Choosing the right user research method is crucial to gathering effective user feedback. Each method has its specific applicable scenarios and advantages. The following is an example of women’s clothing to help you choose the most appropriate method according to different research goals:

Online and email surveys

  • Applicable scene: Suitable for quickly collecting the opinions and preferences of a large number of users, especially when you need quantitative data to support decision-making.
  • Advantage: The cost is low, it can quickly reach a wide audience, and it is easy to analyze and summarize.
  • example: Suppose you want to know the preferences of potential customers of your online women’s clothing store for different clothing categories (such as skirts, jackets, casual wear, etc.), you can design an online questionnaire, including preferences for various categories, purchase frequency, average Consumption amount and other issues, and share it with the target user group via email or social media platform.

User interviews

  • Applicable scene: When you need to deeply understand your users’ specific thoughts, feelings, and motivations.
  • Advantage: Gain deep insights and details, allowing for more flexible conversations and questioning.
  • example: If you want to explore the main challenges and pain points that users face when buying women’s clothing, you can invite some potential customers for one-on-one in-depth interviews and use open-ended questions to understand the problems they encounter during the shopping process and their What is the ideal shopping experience like?

focus group

  • Applicable scene: Suitable for collecting a group of people’s reactions and opinions on a certain topic or product.
  • Advantage: Being able to observe interactions and discussions between participants may reveal unexpected insights.
  • example: Before launching a new line of women’s clothing designs, organize a focus group discussion and invite representatives from the target customer group to participate. Collect their direct feedback on design, materials, price, etc. by showing product samples and leading discussions.

usability testing

  • Applicable scene: Evaluate the user experience when using a product or service (especially a website or app).
  • Advantage: Directly observe user behavior, identify problems in design, and optimize user experience.
  • example: To ensure that your online women’s clothing store provides a smooth shopping experience, you can invite users to participate in usability testing to observe the obstacles and difficulties they encounter in the process of browsing products, adding to shopping carts, and completing purchases.

A/B testing

  • Applicable scene: Test the impact of two or more versions (e.g. web design, product features, marketing messages) on user behavior.
  • Advantage: Make decisions based on actual data and continuously optimize and improve.
  • example: If you want to increase the click-through rate of email marketing, you can design two different styles of email templates for A/B testing, send them to a group of users respectively, and then decide which design is more effective based on the open rate and click-through rate.

By combining these different research methods, you can understand user needs and preferences from multiple perspectives, allowing you to develop more effective strategies and decisions.

Design user research tools

Carefully design research tools (such as questionnaires, interview guides, or test scripts) according to the chosen method. Make sure the questions are direct, concise, and closely related to the research objectives. For the questionnaire design, a mixture of open and closed questions were used to obtain a wide range of data. For interviews or focus groups, prepare leading questions but remain flexible to allow for in-depth exploration of participant responses.

Designing a user research tool is a critical step that directly affects whether you can effectively collect the required information. Here are some specific suggestions and examples to help you design high-quality research tools:

Designing the questionnaire

  • Target: Make it clear what you want to know through the questionnaire. For example, understand what users think of new product features, or assess user satisfaction with a service.
  • question type
    • closed questions: Provide fixed options to facilitate quantitative analysis. For example: “How many times do you buy women’s clothing every month?” Options: “0-1 times”, “2-3 times”, “more than 4 times”.
    • open questions: Allow respondents to express themselves freely and gather in-depth insights. For example: “How do you think our online store can be improved to provide a better shopping experience?”
  • Keep it simple and clear: Avoid using industry jargon or complex question formulations to ensure all users understand the intent of the question.

Prepare interview guide

  • degree of structure: While the interview guide should contain a set of pre-designed questions, it should also allow for some flexibility to delve deeper into specific topics based on the natural flow of the conversation.
  • Example questions
    • Background questions: Get basic information about the respondent, such as “Which websites or apps do you usually buy women’s clothing on?”
    • Probing questions: Get a deeper understanding of users’ feelings and motivations, such as “What factors are you most concerned about when choosing women’s clothing?”
    • Situational questions: Explore user behavior through specific situations, such as “Think about your last online shopping experience for women’s clothing. Is there anything you were particularly satisfied or dissatisfied about?”

Conduct focus groups

  • Environment settings: Make sure the discussion environment is comfortable and distraction-free, and participants can express their opinions freely.
  • Facilitation skills: The facilitator of the focus group needs to have good listening and facilitation skills and be able to balance various voices and ensure the quality of the discussion.
  • discussion topic: Prepare discussion topics and questions in advance, but also make timely adjustments according to the discussion process. For example, if you’re evaluating a new women’s clothing line, ask: “What was your first impression of this new line? What attracted you to it?”

Conduct usability testing

  • test script: Design a detailed test script that guides users through a series of specific tasks, such as “Please try to find and buy a red dress in our online store.”
  • Observe and record: Record users’ behaviors, expressions, comments, etc. when performing tasks, as well as the difficulty with which they complete tasks.

With these concrete suggestions and examples, you can design more effective user research tools, whether they’re questionnaires, interview guides, focus group discussion guides, or usability testing scripts. Remember, survey instruments should always be designed around the survey objectives while ensuring that participants can easily understand and answer the questions.

The following is an example of a women’s clothing questionnaire. You can use it as a reference to design your own questionnaire if necessary.

https://docs.google.com/forms/d/e/1FAIpQLSd_ytTe3SQ-LSOFAxt23fuUrY6pHCwi-M1DHlfDJBg069XoFQ/viewform

Recruit the right user sample

Identify the user group you want to study and recruit participants accordingly. Use stratified or quota sampling techniques to ensure representativeness of the sample. Consider using incentives (e.g. gift cards, discount codes) to increase engagement rates.

Recruiting the right user sample is a critical step in conducting effective user research. The correct sample can ensure the reliability and representativeness of the research results. Here are some specific suggestions and examples to help you recruit a better user sample:

Determine target user groups

  • clearly defined: Before starting to recruit, you must first clarify the characteristics of your target user group, such as age, gender, occupation, interests, etc. For example, if your online women’s clothing store mainly targets urban working women aged 25 to 35, then your target user group should be defined around this characteristic.
  • User portrait: Create one or two user personas that should represent your ideal users. Including their lifestyle, shopping habits, and problems they may face.

Use stratified or quota sampling

  • stratified sampling: If the target user group has obvious subgroups on certain characteristics, stratified sampling can be used. For example, stratify by age to ensure that women of every age group are included in the sample.
  • quota sampling: Determine proportions for each important characteristic (e.g. region, income level) and then ensure that the sample meets these preset proportions when recruiting. This helps the sample better reflect the population.

Incentives to increase participation rates

  • Gift cards and discount codes: Offer a small e-gift card or discount code to your store as a reward for participating in the survey. For example, you could offer a $10 Amazon gift card to users who complete a survey, or offer a one-time 20% discount on your online store.
  • Participate in the lottery: All users who participate in the survey will have the opportunity to win larger prizes, such as a set of women’s clothing worth $100 or other attractive prizes.

Recruitment channels and techniques

  • social media platform: Use social media platforms such as Facebook and Instagram to publish recruitment information, especially those groups or forums related to your target user groups.
  • email marketing: If you already have a customer database, you can send invitations directly to potential participants via email.
  • Partner: Look for blogs, websites, or organizations that are relevant to your target market and see if you can collaborate to recruit participants.

Through the above steps and techniques, you can more effectively recruit a representative and diverse user sample, thereby ensuring the accuracy and reliability of the survey results.

Here is a report on age and gender distribution in the United States, which can be downloaded and used if needed. More data can be obtained from the official website of the U.S. Census Bureau.

https://www2.census.gov/library/publications/decennial/2020/census-briefs/c2020br-06.pdf

After confirming the demographic characteristics of our users, we need to know our sample size. In other words, how many questionnaires do we need for our data to be accurate. This involves knowledge of statistics and market research. Here is a brief introduction to several terms involved.

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Main terms:

Population Size: Refers to the total number of target groups you are researching or surveying. In market research, this might be all consumers in a specific area, or the total number of a specific group of consumers.

Confidence Level (%): In statistics, confidence level indicates how confident you are that the findings are accurate. It is a percentage that expresses how confident you are that the obtained sample statistical results (such as the sample mean) can reflect the true situation of the population (such as the population mean). Common confidence levels are 90%, 95% and 99%.

Margin of Error (%): Error tolerance indicates the degree of uncertainty in the survey results. It is a percentage that expresses the maximum deviation between a survey result and the true value. For example, a survey result with an error tolerance of ±3% means that if the survey is repeated multiple times, the results will vary within 3% of the true value each time.

Sample Size: Sample size refers to the number of individuals you select from the total population to conduct a survey or study. Larger samples generally provide more reliable results, but cost and time also increase.

The relationship between them:

  • Confidence level and error tolerance: High confidence level means low error tolerance and vice versa. Increasing the confidence level (being more certain about the accuracy of the results) generally increases the error tolerance (the range of uncertainty in the results).
  • Sample size and error tolerance: At a given level of confidence, a larger sample size reduces the error tolerance, meaning the results are more precise. But increasing sample size also increases the cost and complexity of the survey.
  • Total population size vs. sample size: When the total population size is small, close to the sample size, the representativeness of the sample increases and the error tolerance may decrease. In the extreme case, if the sample size is equal to the total population size (i.e. every person is surveyed), the error tolerance will be zero.

Collectively, these terms help researchers design surveys, assess the reliability of survey results, and determine the sample size required to achieve the desired accuracy of the study. Adjusting any one of these variables affects other aspects of the survey design.

If these terms are hard for you to understand, that’s okay. Here is a tool designed to help us determine sample size. You just need to enter the total population size, confidence level, and error tolerance to get sample size data.

Sample Size Calculator

Conduct user research

Implement research plans and collect user data. Ensure a high level of professionalism and respect for participants is maintained throughout the process. For online research, make sure the interface is user-friendly and easy to use. For face-to-face research, create a comfortable, pressure-free environment that encourages honest, open feedback.

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Conducting user research is a process that involves many details and steps, and its success depends not only on the preparation and design of the survey, but also on how you manage and interact with it during its execution. Here are some specific suggestions and examples to help you conduct user research more effectively:

Online research

  • interface design: Make sure your online research tool (such as a questionnaire or app) has a clear, intuitive user interface. Use simple language and a logical question layout to avoid confusing or frustrating users.
    • example: If you use Google Forms to conduct surveys, you can take advantage of its custom theme feature to create a survey interface that matches your brand vision while ensuring that each question is concise and clear.
  • Testing and feedback: Before officially releasing the online survey, invite a small group of target users for testing, collect their feedback on the use of the survey tool, and make improvements accordingly.
    • example: To test an online survey about a new women’s clothing line, you could start by inviting internal staff and a small group of loyal customers to fill out the survey and provide feedback. This helps identify any technical issues or unclear problem statements and correct them before a large-scale rollout.

face-to-face research

  • Environment settings: Choose a quiet, comfortable location for your face-to-face interview or focus group discussion. Offer tea or snacks to create a relaxed atmosphere that will help participants feel relaxed and willing to share their thoughts.
    • example: When conducting user interviews in a coffee shop or conference room, reserve a quiet corner beforehand and tell the waiter not to interrupt during the interview. Make sure all participants can sit comfortably and provide water or tea.
  • respect and encourage: Participants are clearly informed that their privacy will be protected, that all their feedback will be anonymous, and that any information will be used for research purposes only. During the interview, listen actively and encourage participants to share their true feelings and thoughts.
    • example: Before starting the focus group discussion, conduct a round of self-introduction, and then briefly introduce the purpose and rules of the survey, emphasizing that every feedback from participants is valuable and will be fully respected and protected.

Data collection and management

  • Data protection: Ensure that all data collected complies with data protection regulations (such as GDPR or other applicable local laws) and that participant privacy is properly handled.
    • example: When conducting online surveys, use encrypted data transmission and storage technology to ensure that participants’ personal information will not be accessed by unauthorized third parties.

By following these suggestions, you can maintain a high degree of professionalism and respect for your participants when conducting user research, thereby collecting high-quality, authentic data that provides a solid foundation for your decision-making.

Analyze data and extract insights

Collected data is analyzed to identify patterns and trends in user behavior, preferences and needs. Transform data into useful insights using appropriate qualitative and quantitative analysis methods. These insights can help you improve product design, adjust marketing strategies, or improve user experience.

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Analyzing user research data is a critical step that helps you extract valuable insights from the raw data. Here are some suggestions on how to conduct data analysis and extract insights:

Quantitative data analysis

  1. Data cleaning: First, clean the collected data and delete invalid or abnormal responses to ensure the accuracy of analysis.
  2. Descriptive Statistics: Use descriptive statistical analysis methods, such as calculating mean, median, standard deviation, etc., to summarize the basic characteristics of the data. This helps to understand the general distribution and central tendency of the data.
  3. trend analysis: Identify long-term patterns of change in data through trend analysis. For example, does user demand for a certain product feature increase over time?
  4. correlation analysis: Exploring the relationship between different variables. For example, does user satisfaction correlate with their purchasing frequency?

Qualitative data analysis

  1. content analysis: Conduct content analysis of open-ended responses to summarize themes and patterns. This may involve a coding process, which is categorizing the text data into different themes or categories.
  2. emotion analysis: Use sentiment analysis tools or manual analysis to evaluate the emotional tendencies in user feedback and understand users’ overall feelings about the product or service.

Extract insights

  1. Identify key findings: Based on the analysis results, identify the most important findings. Which results were unexpected? What results confirm your hypothesis?
  2. Understand user needs: Dig out users’ real needs and preferences from user feedback. Which functions do users need most? What aspects are users most dissatisfied with?
  3. action point formulation:Translate insights into practical action points. Each key finding should correspond to at least one action point, whether it’s improving the product, adjusting your go-to-market strategy, or improving the user experience.

Suppose you conduct a satisfaction survey on users of an online women’s clothing store and find:

  • Quantitative analysisIt shows that 80% of users are satisfied with the price, but only 50% are satisfied with the logistics speed.
  • Qualitative analysisrevealed that many users mentioned dissatisfaction with logistics speed in their open-ended answers, especially during peak promotion periods.

Based on these insights, you can take action points:

  • short term: Consult with logistics partners to find ways to improve logistics efficiency during promotions.
  • long: Consider establishing your own logistics team or finding new logistics partners to continuously improve the quality of logistics services.

Through this analysis and insight extraction process, you can more effectively utilize user research data to support your business decisions.

Respect user privacy and data protection

During the user research process, we strictly abide by privacy protection and data security laws and regulations. Clearly inform participants how their data will be collected, used and stored, and obtain their consent.

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Respecting user privacy and data protection are important principles when conducting user research, especially in today’s context where data security is increasingly concerned. Here are some key practices and suggestions:

1. Transparency: Before the survey begins, clearly explain to participants the purpose of data collection, how the data will be used, and how the data will be stored. Make sure the information is easy to understand and avoid using overly complex jargon.

2. Obtain consent: Obtain explicit consent from participants before collecting any data. This is usually achieved through a consent form or a consent tick box at the beginning of the online survey. Make sure participants understand that their participation is voluntary and that they can withdraw their data at any time.

3. Obey the law: Ensure that the research process complies with all applicable laws and regulations, such as the European Union’s General Data Protection Regulation (GDPR) or the United States’ California Consumer Privacy Act (CCPA). These regulations require businesses to adhere to specific rules and standards when processing personal data.

4. Data security: Take appropriate technical and organizational measures to protect user data from unauthorized access, disclosure, alteration or destruction. This includes using encryption, ensuring the security of data transmissions, and restricting who has access to the data.

5. Minimize data collection: Only collect data that is absolutely necessary for the purpose of the research. Avoid collecting too much personal information, especially data that is sensitive or irrelevant.

6. Correct processing and storage of data: Be clear about how long data will be stored, and when and how it can be securely destroyed. If the data is no longer required, it should be deleted immediately and in a secure manner.

When conducting an online survey, you can add a short text to the beginning of the survey that states:

  • The purpose of the research and the insights expected to be gained from this research.
  • How participant data is used and stored, and how it will help improve products or services.
  • Make it clear that participation in the survey is voluntary and that participants have the right to withdraw their data at any time.
  • Provide contact information so participants can contact you with questions about privacy.

Make sure this description is clear, concise, and provide a checkbox for participants to agree to provide their data under these conditions. Not only does this comply with legal requirements, but it also builds trust in your brand among your participants.

Take action based on research results

Translate research results into action plans. This may include product iterations, service improvements, user experience optimization, or new go-to-market strategies. It’s important to continually iterate and optimize your product or service based on the findings from user research.

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Translating user research results into concrete action plans is a critical step in ensuring that the value of the research is realized. This not only helps improve products and services, but also enhances user satisfaction and loyalty. Here are some suggestions on how to turn research findings into action:

  • Summarize key findings: Extract the most important insights from the research, paying special attention to those areas that have the greatest impact on the business, such as user experience pain points, missing product features, or shortcomings in the marketing strategy.
  • Set priority: Rank all potential action points based on the urgency of the problem, ease of solving it, and expected impact.
  • Identify action items: For each key finding, develop specific improvement measures. This may include designing new product features, tweaking the user interface, improving customer service processes, or adjusting marketing messages.
  • action implementation: Allocate resources, including time, human and financial resources, to execute the action plan. Set clear timelines and people responsible.
  • Monitoring effects: After implementation, continue to monitor relevant indicators and evaluate the effectiveness of the action plan. This may require going back to the research stage and collecting subsequent user feedback.
  • feedback loop: Treat users’ ongoing feedback as a valuable resource for continuous iteration and optimization of products or services. Keep an open mind and be prepared to adjust based on your users’ actual needs.

Let’s say user research for your online women’s clothing store shows that many users express challenges finding clothing in the right size. Based on this finding, you can take the following actions:

  • Product iteration: Develop a size recommendation tool to help users find the most suitable clothing size based on their body measurements.
  • Service improvements: Provides more detailed size guides and actual photos to show how models of different body types look in clothing.
  • User experience optimization: Simplify the return and exchange process and reduce the need for returns and exchanges due to inappropriate sizes.
  • Market strategy adjustment: Emphasize the “find your perfect size” message in marketing materials to attract potential customers who are concerned about size selection.

Through such a process, you can ensure that the research results do not just stay on paper, but are transformed into actual actions, thereby continuously improving user satisfaction and business growth.

User portrait example

After completing the user research, you should have a user persona. Generally, user portraits need to contain the following information:

  1. Basic Information: Provide a brief description of a fictional character, including their name, age, location, family status, and educational background. You will also include a photo. These details make it easier to imagine a person representing an actual customer.
  2. Target: Describe what this person wants to achieve. This may include several goals related to the customer’s life and your product or service.
  3. obstacle: Identify the pain points that are preventing this person from achieving their goals.
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Basic Information

Name: Emily Zhang

Age: 29 years old

Location: Melbourne, Australia

Family situation: Lives with partner and a pet dog

Education: Bachelor’s degree in Marketing

Description: Emily is a young professional working in a digital marketing agency in Melbourne. She is passionate about sustainable living and is always on the lookout for eco-friendly products and solutions that fit her lifestyle. Emily enjoys cooking, exploring the outdoors with her partner and dog, and participating in community environmental initiatives.

Target

Personal Sustainability: Emily’s goal is to live a more sustainable and environmentally friendly life. She hopes to reduce her carbon footprint by making more environmentally responsible choices in her daily life, such as using sustainable products, reducing waste and supporting ethical brands.

Healthy Living: She seeks to maintain a balanced diet and healthy lifestyle by cooking nutritious meals at home and staying active outdoors.

Community Involvement: Emily hopes to become more involved in community-based environmental initiatives, hoping to contribute to local sustainability efforts and connect with like-minded individuals.

obstacle

The main obstacle Emily faced was finding a reliable source of eco-friendly products that were both high quality and affordable. She often struggled to verify products’ sustainability claims because of a lack of transparency and standardized certification. This challenge makes it difficult for her to fully commit to an environmentally friendly lifestyle and make informed purchasing decisions that align with her values.

Recommended user research tools

There are many user research tools on the market. Let me recommend some of the more popular tools on the market. We look forward to everyone’s feedback on the use of these tools. If you have better recommendations, please leave a message. For different user research methods, here are some suitable tools and platforms recommended for each method:

Online and email surveys

  • SurveyMonkey: Rich in functions, suitable for various types of online surveys, and supports sharing questionnaires via email.
  • Google Forms: Free, easy to use, convenient for collecting and analyzing data, especially suitable for start-ups or personal projects.
  • Qualtrics: Provides advanced research functions, including complex logic jumps and analysis tools, suitable for in-depth market research.

User interviews

  • Zoom: Due to its stability and popularity, Zoom has become a popular choice for remote user interviews. It supports recording function to facilitate subsequent analysis.
  • Calendly: Used in conjunction with Zoom, Calendly can help schedule interviews, automate the appointment process, and reduce communication costs.

focus group

  • Microsoft Teams or Zoom: Both platforms support multi-person video conferencing, suitable for conducting focus group discussions remotely. Especially during the pandemic, remote focus groups have become more common.
  • Fruit or Mural: When conducting focus groups, these online whiteboard tools can help record mind maps, discussion points, and feedback to increase interactivity.

usability testing

  • Hotjar: Provides heat maps, screen recordings, and feedback tools to help understand how users interact with your website or app.
  • UserTesting: Allows you to obtain real feedback from target users on your product, and supports testing of websites, applications, and prototypes.

A/B testing

  • Optimizely: A powerful platform focused on A/B testing and multi-variable testing to help companies optimize their websites and applications.
  • Google Optimize: Free and tightly integrated with Google Analytics, suitable for small and medium-sized enterprises to conduct A/B testing of website content and design.

When choosing these tools and services, consider your specific needs, budget, and technical capabilities. Different tools can vary in functionality, price, and user experience, and choosing the one that works best for your project and team is key.

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