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How do you present research data effectively?
- User personas — Once you have adequate data on your users, you can build fictional user personas. These act as stand-ins for the actual user during the design process, focusing more on behaviors rather than demographics. At UXPin, we use lightweight personas informed by user interviews and in-app data. We define the person’s role, daily responsibilities, and motivations.
- User scenarios — These logic exercises take personas a step further — they outline how a persona would act in a specific situation, including what pages they visit and why. In the below example created during our redesign process, you can see how we tried to imagine a realistic scenario for a marketer collaborating with a designer in UXPin. The thought exercise helps us understand that speed and ease-of-use are the top priorities when commenting on designs. For fast user scenarios, Google spreadsheets works quite well since you can also collaborate with other product team members.
- Customer journey maps — The ultimate document for understanding your user, journey map out the personas and user scenarios at each step of the experience. User emotions, quality of experience, product weaknesses, and other factors can all be documented. Moreover, they cover customer touchpoints before, during, and after service so so you can gauge the lasting effect of your design.
- Product documentation — While optional in the age of prototyping, documentation like product requirement documents and functional spec documents consolidate market and user research into a unified vision.