user research bias

User Research Bias

What is User Experience Design

UX (user experience) research is the systematic study of target users and their requirements, to add realistic contexts and insights to design processes. UX researchers adopt various methods to uncover problems and design opportunities. Doing so, they reveal valuable information which can be fed into the design process.

User experience research, according to User Testing, is the practice of studying user interactions to help with the design of people-first products and experiences. 

UX research, according to UXBooth, encompasses a variety of investigative methods used to add context and insight to the design process. UX research has two parts: gathering data, and synthesizing that data in order to improve usability.

How Is User Research conducted

UX research methods fall under 2 main paths quantitative “that which is measured numerically” and qualitative “the why and how people interact with the product behavioral patterns”.

User researchers collect valuable information that helps us design in an informed, contextual, user-centered manner, through various techniques. Such as interviews, unmoderated A/B testing, surveys and questionnaires, Card Sort, Usability tests, Guerrilla Testing, Tree Test.

What are the unconscious Biases in UR

UX research, the false consensus bias happens when we overestimate the number of people who will agree with our idea or design, which creates a false consensus. It’s possible for the false consensus to go so far as to assume anyone who doesn’t agree with you is abnormal.

Bias can be defined as prejudice in favor of or against one thing, person, or group compared with another, usually in a way considered to be unfair.

In UX these are referred to as cognitive biases such as framing effect, confirmation bias, hindsight bias, social desirability bias, sunk cost fallacy, serial position effect, the illustration of transparency, clustering bias, implicit bias, and fundamental attribution error.

Here are some tips shared by Playbook in order to avoid biases:

  1. Note down your assumptions before you begin the study.

It is important to identify and itemize any general and specific assumptions you may have concerning a project. Make a list of these using an assumptions map and include the input from the rest of your team.

  1. Choose participants who are representative of your target audience.

You should base the number of participants you need on the number of target personas you have built for your business. This will help you get a better idea of how many people to invite. This also eliminates the possibility of user research bias and ensures that the insights you gather may be used by all of your target audience.

  1. Banish user research bias by learning how to structure and write a user test script.

Ask open-ended questions. This way, you will have a broader and more accurate idea of what the users are thinking, their intentions, and preferences regarding your product or service You can also present a task as a goal or a scenario in order to learn more about how users interact with your website or app. 

  1. Collect a mixture of quantitative and qualitative metrics.

Quantitative measures provide more objective insight into the data that you are trying to draw conclusions from. Combine quantitative data such as time-on-task metrics and the system usability scale with qualitative information such as sentiment analysis. 

In order to maximize the value of their organization and users, researchers should strive for an unbiased approach to research and honest, “clean” user feedback.

The Momentum program offered by WayMaker Digital provides students with the opportunity to take classes that are focused on user research. These programs will support learners and businesses in eliminating biases and maximizing their full potential and growth by focusing on the requirements of the user without compromising the objectives of the program’s developers. For those who are interested to learn more, call us at +44-020-4538-0208.

About the author: Julius Richard Banwo is one of the leading user researchers of WayMaker Digital. Together with his colleagues, he aids teams in gaining a comprehensive understanding and developing innovative and user-friendly technology tools. On his days off, he enjoys watching sports on TV.

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