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A quality mobile app user experience (UX) has never been more important. Luckily for branded apps and developers creating a strategic mobile app design is well worth the investment. In fact, every $1 invested in UX results in a return of $100.
Perhaps the best investment when developing or updating an app is market research. UX market research collects feedback from your target demographic to determine the likes, dislikes, and suggested improvements for any online platform. Here are three methodologies to consider when conducting user experience market research.
Web Interviews
A great approach to testing an app is to allow your target users to test it and offer their feedback in real-time. Web interviews, much like a Zoom call, make this possible. Participants are recruited and scheduled for a 30 to 60-minute meeting with a professional interviewer.
During the interview, ask participants to accomplish a series of action items such as:
- Download the app
- Navigate through the app
- Complete a task on the app
As participants complete action items, the interviewer asks a series of questions about their experience. This allows an interviewer to collect in-the-moment feedback about what target users are most and least satisfied with.
Web interviews provide a third-party perspective and reflect how consumers alike will interact with the app. The data collected can help fix bugs before users experience them in real life.
Focus Groups
Focus groups involve a trained moderator guiding a discussion with 4 to 12 participants, who meet your target criteria. Focus groups commonly allow stakeholders from the sponsor of the study to sit behind a two-way mirror in a client viewing room. This allows you to see the group discussion happen live and offer commentary to the moderator as the research progresses.
This UX research methodology is great for designing an app. It allows moderators to display visuals such as different app design mock-ups, logos, marketing materials, and more. Focus groups can also collect in-depth feedback about consumers’ needs, wants, and preferences for mobile apps.
If in-person market research is not possible or in your budget, consider online focus groups. Many of the same objectives can be met, plus you will save money on renting a facility and recruitment costs.
Online Surveys
Online surveys are one of the most cost-effective user experience research methodologies. It provides app developers with quick, quality feedback from a large sample of consumers. Online surveys are a great methodology when wanting to collect data regarding a series of topics.
UX surveys commonly ask questions such as:
- Are you aware of [INSERT APP NAME]?
- What is your perception of [INSERT APP NAME]?
- What factors impact your decision to download an app?
- How important are the following factors when using an app? Answers may include load time, visual design, solving a user problem, etc.
When intentional and strategic user experience has the potential to raise conversion rates by as much as 400%, getting the answers to these questions can change your brand forever.
